If you’re planning a corporate video and your first question is, "What do we want to say about ourselves?" — stop.

That’s how most companies start. It’s also why most corporate videos end up feeling like a PowerPoint presentation with a soundtrack: structured, scripted, and forgettable.



The better question is: What does our audience need to hear, see, or feel to trust us?

At Green Light Studio, we’ve spent years helping industrial and B2B companies build videos that actually work. Not because they’re flashy. Because they follow a different framework: one built around clarity, not clutter.

Jake Mooney explains this approach in detail in his video breakdown. Watch it here.

Here’s the framework we use.

Step 1: Start with the Audience’s Problem

Instead of opening with your origin story, start by naming the challenge your customer is facing.

Why? Because this instantly signals relevance. You’re not just talking about yourself. You’re showing that you understand what they’re dealing with.

Example: "Hiring skilled labor is harder than ever. Manufacturers are struggling to keep up."

Boom. The right audience leans in.

Step 2: Position Your Company as the Guide

Most videos make the company the hero. But your customer wants to be the hero. They’re looking for someone to help them win.

So position yourself as the guide. The helper. The team that clears the path.

Language tip: Use "you" more than "we."

• Instead of: "We have 20 years of experience in...”
• Try: "You get a partner who’s already solved this problem dozens of times."
  

Step 3: Show the Solution in Action

This is where most videos lose momentum. They jump into features, services, or abstract values.

But people don’t want theory. They want to see what this actually looks like.

Use real footage of your work. Show the process. Highlight moments of transformation.

If you can, let your customers tell the story. Their voices are more trusted than yours.

Take inspiration from Nicholson’s video by Koval Digital.



There’s no narrator, no bragging, no buzzwords. Just clear visuals and real people explaining how the company helped.

Step 4: Prove the Results

Once you’ve shown the solution, it’s time to validate it. Not with hype, but with evidence.

• Before and after moments
  
• Metrics or measurable wins
  
• Testimonials that feel unscripted
  
  

One of our clients in manufacturing used this to great effect. Instead of saying, "We help you grow," they shared what actually changed after working together: reduced lead times, fewer customer complaints, and stronger retention.

Step 5: Keep It Real, Not Corporate

It doesn’t matter how polished your video looks if it doesn’t feel genuine.

Avoid these traps:

• Stock footage of handshakes
  
• Buzzword-heavy voiceovers
  
• Office shots with fake smiles and awkward group meetings
  
  

Instead:

• Film in the field or on the factory floor
  
• Show the day-to-day challenges and wins
  
• Focus on what your audience wants to feel (confidence, clarity, trust)
  
  

And if you want to go bold, go all in. The video below is absurd on purpose—and that’s why it works.

The Full Framework in One Pass

Here’s the summary we use internally:

1. Problem – What’s frustrating your customer?
   
2. Guide – How do you help?
   
3. Solution – What does the work look like?
   
4. Proof – What changed?
   
5. Tone – Does it feel honest and real?
   
   

If your video hits all five, you’re already ahead of 90 percent of corporate videos out there.

Your video doesn’t need to win awards. It needs to win trust.

The best way to do that is by stepping out of the spotlight and putting your customer’s experience front and center. Use this framework to guide the story, and you’ll have something that feels different—because it actually is.

Jake Mooney breaks it all down in this video: Why Most Corporate Videos Suck (And How to Fix Yours)

Need help applying this to your business? Grab a free marketing audit or connect with Jake.