Most marketing video is made to say something about your business. What you do. Who you are. Why you’re different. What you believe. There’s nothing wrong with that. Brand, story and looking good all matter.

But a lot of business content is misaligned with the decision it is meant to support. It’s made around the organisation, when the person with a decision to make is usually thinking about themselves.

What’s it like to work with these people? What do my first 90 days in the job look like? What happens after I say yes?

Those are often the questions that matter. And they’re not always the ones people say out loud.

Marcus Sheridan’s book Endless Customers builds on this idea: companies can (and should) earn trust by answering the questions buyers really have, clearly and openly, before a sales conversation ever happens. That feels especially relevant in a world of clickless search, AI summaries and long, invisible research journeys. People may know more before they speak to you. But that doesn’t mean they feel more confident.

Gartner’s 2025 report on the B2B buying journey says something similar: buyers increasingly want to research independently, but purely self-service buying can increase the risk of regret. In other words, people may want less selling but not less reassurance.

So perhaps the next job of video isn’t simply attention but confidence.

AI video is making it easier than ever to create content at scale. But when video is being used to help someone make a high-stakes decision — choosing a supplier, applying for a role, backing a change — people still value a human signal. They need to hear from someone who has lived the experience, understands the reality, or will be there after the decision is made.

Decision Video

That’s what we’re exploring with something we’re calling Decision Video — an approach designed to answer the doubts people have before choosing to buy from you, work with you, join you, or believe in what you’re trying to do.

It relies less on production value for its own sake, and more on getting the people your audience actually needs to hear from to say things that feel useful, honest and real. Sometimes that won’t be the CEO. It might be someone from operations explaining how things really work, or an account manager describing how they handled a difficult moment. Those voices can be more persuasive because they show what you’re actually like to work with, and when things aren’t perfect.

The format can change, it might be a simple, no-frills camera setup, animation, something more cinematic. The point is the same: saying what needs to be said, not just what has traditionally felt comfortable saying.

Three questions to ponder:

• Are your videos influencing decisions, or are they just brand building?
• Do you know what’s actually stopping your customers, candidates or stakeholders from deciding?
• Are you prepared to let the people your audience needs to hear from say something your competitors won’t, or can’t?

That last one is probably the hardest to imagine actually doing. It might also be the one that makes the biggest difference. This approach is at its most powerful, and most disarming, when you show a vulnerability and transparency. Because you’re talking about your own business, your own decisions, your own experience, a competitor simply can’t say the same thing. And that’s the test: if they could, it won’t work.

When there’s very little to choose between suppliers, roles, propositions or plans, the deciding factor is often how clearly people understand what it would really be like to say yes. That could mean helping a buyer choose you over a similar offer, giving a candidate a more honest sense of what joining would feel like, or helping stakeholders back a change with more confidence.

More broadly, we think it points to a bigger opportunity: using video less as a showcase, and more as a practical tool for helping important decisions go your way.

We’re developing the approach now and keen to work with clients who want to explore how they could use video like this. If you’re interested please get in touch.