It’s one of the biggest mindset shifts a company can make when planning a video: Your story isn’t the hero. Your customer is.

At Green Light Studio, we’ve helped industrial businesses rethink the way they communicate—especially in spaces where marketing often defaults to ego, not impact. And nowhere is that clearer than in the corporate video.

Too many businesses build their video around internal pride points: company history, facility tours, or how many awards they’ve won. But the people watching? They’re asking a different question:

What do I get out of this?

In Jake Mooney’s recent breakdown, he put it plainly: "The biggest mistake in corporate videos is making it about the company, not the audience."

Let’s fix that.



What Most Corporate Videos Get Wrong

They open with a slow zoom on the building. Then a voiceover says something like:

"For over 30 years, [Company Name] has delivered cutting-edge solutions to a global clientele..."

This isn’t a story. It’s a resume. And it assumes that the viewer already cares.

But most of your potential customers don’t know you yet. They’re watching because they want to solve a problem or understand if you can help.

Make that your starting point.



What the Audience Actually Cares About

• Can you solve my problem?
  
• Have you worked with companies like mine?
  
• What’s different about you?
  
• Why should I trust you?
  
  

All of these are emotional questions, even if they come from logical people. They want to see proof, not hear hype.

Tell the Story Through Their Eyes

Here’s a better way to approach it:

• Start with a customer problem. What challenge do they face?
  
• Show how you solve it. Use real footage, not a script.
  
  

Let them speak for you. A testimonial is more powerful than a tagline.

In that case, the shift changed everything. The organization stopped being the focus and became the guide. The audience was drawn in because they could see themselves in the narrative.

This approach works for B2B too. Your customers are your best marketers—if you let them be.



What This Looks Like in Practice

Compare these two video concepts:

Traditional Style:

1. 30 seconds of company overview
   
2. Product highlights with dramatic transitions
   
3. Scripted voiceover listing all your services
   
   

Customer-Centric Style:

1. Opens with a real person talking about a challenge
   
2. Shows your team working in context, solving it
   
3. Ends with outcomes and emotional takeaways
   
   

Which one feels more useful? Which one would you actually watch?

A Real-World Example That Nails It

Check out this video by Koval Digital for Nicholson. Watch here.

No narrator. No buzzwords. Just honest, grounded storytelling from the people who benefit most from the company’s work.

That’s what makes it land.



Questions to Ask Before You Start Filming

To keep your video on track, run through this checklist:

• What does the viewer need to understand or feel?
  
• How will this help them make a decision?
  
• Are we showing results, not just talking about them?
  
• Could a stranger watch this and say, "They get it"?
  
  

If not, it’s time to rethink the angle.

Still Not Sure What to Say?

Start with this simple framework:

• Problem
  
• Solution
  
• Proof
  
• Outcome

No jargon. No bloated intros. Just clarity.

One More Thing: Don’t Be Afraid to Stay Off Camera

You don’t have to be the star of your own video. In fact, it’s often better if you’re not.

Let your customers speak. Show your team at work. Focus on what your audience gets, not what you do.

That’s how you make something that sticks.

Want to See How It’s Done?

Jake breaks it all down here: Why Most Corporate Videos Suck (And How to Fix Yours)

Need help crafting a video that makes your audience feel seen? Grab a free marketing audit or connect with Jake.