Why Video Is the Smartest Business Move You're Not Making (And Your Competitors Won't Either)
Everyone wants to know why I'm all-in on video.
Like, obsessively all-in.
And I get it, it seems counterintuitive. Written content is easier. It's faster. You can knock out a blog post in an afternoon, maybe outsource it to a writer, slap some SEO keywords on it, and call it a day.
But here's the thing:
Easy doesn't equal effective anymore.
And if you're still betting your entire content strategy on written content in 2025, you're playing a game that's already rigged against you.
Let me explain.
The Netflix Lesson Nobody Talks About
Think about Netflix for a second.
When Blockbuster was king, the entire video rental industry was built on one thing: late fees. That's how they made their money. Return your movie late? Pay up.
Netflix looked at that system and said, "What if we just... didn't?"
No late fees. No driving to the store. No awkward interactions with the clerk judging your rom-com choices.
And Blockbuster? They laughed. They thought Netflix was insane. Why would you give up your main revenue stream?
But Netflix wasn't trying to play Blockbuster's game. They were creating a new one entirely.
That's what video is for your business.
Everyone else is still playing the written content game, fighting over the same keywords, publishing the same listicles, trying to out-SEO each other into oblivion.
Meanwhile, video lets you opt out of that entire circus and build something completely different.
The AI Problem (Or, Why Your "Easy" Strategy Just Got Way Harder)
Here's the uncomfortable truth:
Written content used to be hard. You needed skill. You needed talent. You needed someone who could actually write.
Now? ChatGPT can spit out a 1,500-word blog post in thirty seconds.
And yeah, I know, "AI content isn't good!" "Google will penalize it!" "People can tell!"
Maybe. But here's what's actually happening: the perceived value of written content is cratering.
Because when everyone thinks they can do it themselves (or get AI to do it for them), suddenly nobody wants to pay for it.
Copywriters are scrambling to prove their worth. Content agencies are slashing rates. Businesses are wondering why they should pay someone $500 for a blog when they can get something "good enough" for free.
But video? Video still has barriers.
Not everyone knows how to record. Not everyone knows how to edit. Not everyone is comfortable on camera.
And crucially, not everyone is willing to put in the work.
Which means if you do? You're immediately in a different league.
Doing the Hard Thing Nobody Else Wants to Do
You know what separates successful businesses from everyone else?
It's not talent. It's not luck. It's not even having the best product.
It's doing the hard thing nobody else wants to do.
If you're an athlete, it's showing up to practice every single day. Going to bed early when your friends are out. Sticking to the routine when it's boring and repetitive, and you'd rather be doing literally anything else.
In business? Same principle.
Everyone wants to take shortcuts. Everyone wants the hack. Everyone wants the "one weird trick" that gets them results without the grind.
But the reality is, the hard stuff is always what gets you the win in the long-term.
And right now, video is the hard stuff.
Why Video Builds What Written Content Can't
Here's what you lose when you only do written content:
You lose the human connection.
People don't form relationships with blog posts. They don't trust a headline. They don't feel like they know you because they read your LinkedIn article.
But put your face on camera? Let people hear your voice, see your expressions, watch you get passionate about something?
That's when the magic happens.
That's when someone goes from "this is interesting information" to "I want to work with this person."
You can't fake that in a blog post. You can't manufacture it with clever copywriting.
Video gives you something written content will never deliver: a relationship before the sale.
The Great Irony of "I'm Not Good On Camera"
I hear this all the time.
"I'm not good on camera."
"I don't know what to say."
"I freeze up."
And I always ask the same question: Can you talk to a customer?
Because if you can have a conversation with a client, if you can explain your service at a conference, or talk someone through your product over coffee, then congratulations, you can do video.
It's literally the same thing.
You're just talking to a camera instead of a person. Same energy. Same expertise. Same passion for what you do.
And that's exactly why it works.
Because when everyone else says, "I can't do video," and you say, "I'll figure it out," you've already won half the battle.
What This Actually Means for You
Look, I'm not saying written content is dead.
It's not.
But I am saying that if you're building a business in 2025 and beyond, you need to be thinking about how you're going to stand out in a world where everyone has access to the same tools.
And video is the answer.
Because while your competitors are outsourcing blog posts to freelancers or feeding prompts into ChatGPT, you're building something they can't replicate:
A real, human connection with your audience.
You're showing up. You're putting your face out there. You're doing the thing that's uncomfortable, hard, and requires actual effort.
And that effort compounds.
Every video you make gets easier. Every time you hit record, you get more comfortable. Every piece of content you create builds on the last one.
Before you know it, you're not just "doing video."
You're the person in your industry who gets video. Who uses it effectively. Who builds trust and authority in a way nobody else can match.
The Bottom Line
I'm all-in on video because I believe in doing the hard thing.
I believe in building skills that can't be outsourced, automated, or replicated by AI.
I believe in creating content that actually connects with people, not just feeds the algorithm.
And I believe that in five years, the businesses still relying solely on written content are going to be wondering why they're invisible.
So yeah, video is harder.
It takes more time. More energy. More vulnerability.
But that's exactly why it works.
And that's exactly why I'm betting everything on it.
