The present and future of post production business and technology

When everyone has access to the same tools….

I’m a regular reader of Seth Godin’s blog, and owner of a couple of books, so needless to say, I think he’s “on the money” with his marketing and general business advance. Today’s post really hit home:

When everyone has access to the same tools

…then having a tool isn’t much of an advantage.

The industrial age, the age of scarcity, depended in part on the advantages that came with owning tools others didn’t own.

Time for a new advantage. It might be your network, the connections that trust you. And it might be your expertise. But most of all, I’m betting it’s your attitude.

That’s the entire post, but it resonated. For most of its life, video production and post allowed very limited access to very expensive tools. Now that everyone has access to those same tools, then what do we really provide for our customers. This comes back to your Unique Selling Proposition: what makes you different from everyone else offering essentially the same service?

Whatever it is, it’s not the tools (cameras, NLE, computer, whatever). The day of selling “I’ve got xxx technology” is gone.

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Philip

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5 responses to “When everyone has access to the same tools….”

  1. Steve Speed

    Someone clever once said to me, “Cream floats to the top.”

    Totally agree with your take Philip.

    It’s easy to kid yourself you need computer x or software y to be competitive but more often than not it’s talent and skills that make the difference. Hardware and Software sellers like to peddle the myth, try and resist it’s better for the bank balance too.

    If you can’t actually edit then it doesn’t matter what NLE you use and if you don’t understand colour theory you’ll never be a colourist. Companies and individuals who define themselves by what equipment they own and what software they use are likely trying to mask over deficiencies and a fundamental lack of talent.