In this episode of A Productive Conversation, I welcome Ben Amos—video strategist, producer, international speaker, and author of Engage: The Definitive Guide to Video Strategy for Business. Ben has helped brands and entrepreneurs around the globe cut through the noise and connect with their audiences through intentional video.

We dig into why strategy must come before tactics, how to identify your ideal audience, and the real role video can play in building relationships that convert. This isn’t about shiny equipment or the latest platform—it’s about clarity, focus, and showing up with purpose.

Six Discussion Points

• Why the pandemic accelerated the adoption and acceptance of video
• The Sun Tzu quote that shapes Ben’s approach: “Tactics without strategy is the noise before defeat”
• How to define your audience with a singular avatar—and why that matters
• Setting clear goals for each video in alignment with the customer journey
• The seven elements of video strategy and why production comes last
• Practical tips for repurposing podcasts and long-form content into impactful short videos

Three Connection Points

• Engage: The Definitive Guide to Video Strategy for Business
• Ben's website
• Engage Video Marketing Podcast

Talking with Ben reminded me that video doesn’t need to be overwhelming. With a strategy-first mindset, it becomes less about keeping up with trends and more about connecting with the right people at the right time. Whether you’re starting fresh or rethinking your current approach, Ben’s insights are the kind that can change how you view video in your work.