Can you create the customer-wowing videos that will help your organization evolve?

why the right video creation tool should scale with you as you grow

Ahh, being part of an organization – it can be a beautiful thing. You’re part of something bigger than you, you’re on an amazing team, your colleagues got your back, your leaders inspire, and the path ahead is full of promise.

At least, that’s what we hope for. We know, life in the ‘office’ (even if it’s virtual for many of us today) isn’t always a walk in the park. And sometimes it can be very challenging.

But, for those charged with articulating and promoting the brand – you get to do the glorious and deeply rewarding task of telling a compelling tale that impacts audiences and supports growth.

In fact, in doing this, you play a critical role in the evolution of your organization.

And this evolution is something we want to talk about today. Because, it’s not enough to just tell the tale. You need to be able to tell it brilliantly along every phase of your organization’s lifecycle.

Regardless of whether you’re with a brand, a franchise, marketplace, publisher, NGO, or agency, and regardless of which stage in the evolution you’re in – to get the job done you need the tools and resources that make articulating the brand promise a success.

But, what kind of tools and resources does each stage in the lifecycle need? Does a budding start-up need the same tools as a huge multi-national conglomerate? And do you really need new tools each time you move onto a new phase in the lifecycle?

The 5 stages in the organization’s lifecycle

To figure that out, let’s first take a look at the different stages of an organization’s lifecycle (OLC) and see if you can find yourself in one of them.

There are several models out there, including:

  • Growth, competition, top position, stagnation, decline and (eventually) death
  • Birth, growth, maturity, revival, decline or demise
  • Start-up, growth, maturity, decline, death or revival

They all basically reflect the same ebb and flow of an organization. So, for the sake of our discussion, let’s use the last model for our analysis.

Taking a closer look:

The start-up phase is one in which management is focused on securing financing, establishing and growing the customer base, and setting up shop in a physical location, among others.

During the growth phase, the focus is on ensuring a robust infrastructure for supporting the expansion of the company’s footprint in terms of services and markets (both geographical and vertical).

At the maturity phase, the organization is focused in on sustaining momentum and avoiding the pitfalls that lead to atrophy, such as internal conflict, customer disloyalty, and bureaucracy.

The phase of decline is one that’s hard to swallow. It is marked by a drop in sales, profits, cash flow, and competitive advantage. It is the sad outcome of an organization’s failure to adapt to a changing business environment.

The last phase is an interesting one, in that it is often perceived as actually two potential phases in one, i.e. death or revival. Death is what happens (obviously) when the firm closes its doors for good. Revival, however, means that the firm may have found its demise in its original form, though it might actually have the wherewithal to revive itself and reinvent its identity, purpose, and activities. For that to happen, it will need to round up all the creativity, innovation, and drive that it had during the start-up phase . . . which is totally doable if you have the right tools and resources.

Know thy tools of success

Now that you’ve identified where you are on the OLC bell-curve, let’s take a look at what organizations who succeed along the evolution trail do that others don’t.

In their book, “Build, Borrow, or Buy: Solving the Growth Dilemma,” INSEAD’s Professor Laurence Capron and coauthor Will Mitchell, of the Rotman School of Management at the University of Toronto and Duke University’s Fuqua School of Business, take fifteen years of research to put forth their findings on what large multinationals and emerging firms alike do to succeed along each phase of the organization’s lifecycle.

They note that the organizations that know how to identify which resources they need to grow, as they evolve, are the ones that indeed do succeed.

And, what does this mean for those of us whose raison d’être is to articulate and promote the brand story?

It means, that it is critical for us to make sure that we know that we have the optimal tools and resources in place that will help us support growth by capturing our target audience’s attention, engaging them meaningfully, ensuring a differentiated experience that brings value, and converting their interest into action . . . and that these tools and resources will support our efforts at each phase of the organization’s lifecycle.

A video for every evolution

So, on the one hand – we need a tool to capture attention, engage, deliver value, and convert.

And, on the other – we need this tool to be our go-to regardless of which stage in our organization’s evolution we are in. It simply doesn’t make any sense to reinvest in a whole slew of new tools, if it’s not really necessary.

Ultimately, what we need, is a kick-butt video creation tool that scales. For, as we know video is the optimal medium for engaging and converting. And a tool that scales is optimal for being able to tell the brand story consistently and successfully at each phase, helping us:

  • Grow the customer base during the start-up phase
  • Expand the organization’s footprint during the growth stage
  • Avoid customer disloyalty during maturity
  • And, pre-empt decline and actuate revival in the death and revival phase

So, to answer our questions from the beginning of this post:

  • What kind of tools and resources does each stage in the lifecycle need?

When it comes to telling the brand story – your best bet is a killer video creation tool.

  • Does a budding start-up need the same tools as a huge multi-national conglomerate?

When it comes to video creation – it’s best to have a tool that will scale, saving time and money, and most importantly – eliminating the learning curve and accelerating time to market.

  • And do you really need new tools each time you move onto a new phase in the lifecycle?

Absolutely not!

How Wochit is your perfect partner for growth

This is where Wochit comes in.

Wochit’s suite of video creation solutions empowers anyone and everyone in your organization, regardless of whether or not they have a background or knowledge in video editing, to create high-quality, professional-grade videos that articulate your brand promise in a deeply engaging way that resonates with your audience and inspires them to act.

Moreover, Wochit’s video strategists will support you during each stage as you evolve. So, it doesn’t matter if you only have a focused team of developers and a couple of managers, or a full team of marketers. It doesn’t matter if you want to create one video a month, or ten videos every day. Wochit seamlessly scales to address your needs.

With straightforward UX that simplifies editing, smart editing features with many options for customizations, an extensive pre-licensed library of 200 million images and videos, and myriad built-in templates, you will definitely have what it takes to help your organization not only evolve but to grow and wow and dazzle and convert, every step of the way.

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