Speaker (Eric Deeran) argues that when creating content for businesses, the primary client concern is return on investment (ROI) — making money — not cinematic or aesthetic quality. There is an implied minimum standard of production quality, but above that baseline clients prioritize measurable results. The excerpt ends by asking what creators must do to deliver on ROI.
We create content for businesses because businesses have a make money outcome. It means that they don't think that they're going to make what we call an roi, return on investment. And this is likely because the way that you're pitching your content is, I'm going to create this cinematic video for you. They do not care how nice the piece of content looks. Now, there is a certain level of baseline of content, of standards that you have to have within the content that you're creating. But because beyond that, they care more about making money with your content than they do about actually creating beautiful looking content. So that begs the question, what do we actually have to do?
