When most people think about making a video, the first questions that pop up are:
“What camera should I use?” or “What lens will make this look amazing?”
I get it. Gear is fun. But after decades of directing, shooting, and editing, I can tell you:
👉 The best videos don’t start with gear. They start with a clear story.
If you skip this step, no amount of fancy equipment will save your project. But when you start here — with the human core of what you’re trying to say — even a simple phone video can move people.
So, how do you actually start with the story? Let’s break it down.
✏️ The 3 Elements of Every Strong Story
Whether you’re making a brand video, a testimonial, or a quick social post, good stories share the same foundation:
- A character (or subject) we care about.
This could be a person, a product, a team, or an idea. But it has to feel real. - A challenge, change, or moment of tension.
What’s the “something at stake”? Maybe it’s a problem they solved, a decision they made, or a shift they experienced. - A takeaway or emotional landing.
Why should the viewer care? What’s the “ah-ha,” surprise, or warm feeling they’re left with?
If you can answer those — even roughly on the back of a napkin — you’re already ahead of 90% of people making video content.
🗒️ The “Napkin Storyboard” Method
Here’s the simplest planning tool I use on almost every project:
A one-page, sketched-out story outline.
It’s not a full script or shot list. It’s just:
- What’s my opening moment or hook?
- What’s the core idea or challenge I need to get across?
- What’s the closing emotion or takeaway I want people to feel?
That’s it.
You can literally draw three boxes on a piece of paper and jot quick notes. The point is to remind yourself that the shoot exists to serve the story, not the other way around.
🎥 Why Gear Comes Second
Look, I love a good camera rig as much as anyone. But gear is only a tool to capture the emotion, energy, and meaning you’ve already mapped out.
If you focus on the story:
✅ You’ll know what to shoot.
✅ You’ll shoot less, but better.
✅ You’ll edit faster because you’re not wading through random footage.
âś… And most importantly, your audience will feel something.
đź’ˇ Real-World Example
A while back, I worked on a short profile video for a local business. Instead of obsessing over how many b-roll shots we could cram in, we spent 10 minutes before the shoot sketching the emotional arc:
- Who is the owner? Why does she care about this work?
- What’s been her biggest challenge?
- What’s one moment she’s proud of that shows her journey?
That shaped every question I asked, every clip we shot, and every beat we hit in the edit. And you know what? People connected with the final piece — not because it was flashy, but because it was clear.
