Episode 86: Nobody Hired You To Make A Video

Send us Fan Mail A client asked for a video. Their internal team said they could handle it, and they did: music, motion, smooth transitions, a confident voiceover. What it didn't have was the company. Not one project, not one person, not one reason for a customer to choose them. In Episode 86, Jeff Payne unpacks a prediction making the rounds, that the highest-paying job in tech will soon be marketing, and turns it into a question for CEOs and business owners: now that AI has made production nearly free, what are you actually asking your marketing to do? Marketing has split into two jobs: the making and the meaning. Most companies still brief, staff, and judge only the making. Jeff explains why the real failure usually happens in the brief, why generic AI filler takes up the space where proof should be, and why the shift is to stop asking for things and start asking for effects. The episode closes with three diagnostic questions to ask about your own marketing this week.