Stop Treating Every Video the Same

One of the most expensive mistakes enterprise teams make is treating every video the same. Not all of it has the same job. Produce it all the same way and you overspend on the work that only needed to be quick, and flatten the work that should have stopped people in their tracks.

In this clip, Chad Lakin, Senior Vice President of Growth at Shootsta, walks through the Peak, Pulse, Presence framework, and why it has caught on as a way for enterprise teams to think about scaling video.

Watch the clip above, then here is how the three fit together and where to spend on each.

What are Peak, Pulse and Presence?

The framework sorts your video by the job it does rather than the format it takes. Name the job first, and the right budget, speed and level of polish tend to fall out on their own.

Peak: big brand moments

Peak is the high-craft work: the brand films and campaigns that create visibility and set how the market sees you. Product launches, your best customer stories, the keynote. This is the stuff worth going big on. It is also a small slice of everything you make, which is exactly why it should get the biggest budget.

Pulse: consistent communication

Pulse is the steady rhythm that keeps you credible between the big moments. Thought leadership, customer stories, event highlights, executive updates. None of it needs to be a hero film. It just needs to keep coming, week after week, at a standard that does not embarrass the brand.

Presence: everyday trust

Presence is the human stuff: leaders, employees and customers talking to camera like actual people. Sales videos, internal comms, FAQ and how-to clips, the quick culture snippet. It earns trust over time because it feels real rather than produced. Polish it too hard and you kill the thing that made it work.

Why does the framework matter for your budget?

Because getting it wrong costs you quietly, in two directions. Spend a Peak budget on Pulse content and you have burned hero-film money and weeks of timeline on something that only needed to be consistent and on time. Produce Presence content like a Peak campaign and it stops feeling real, because the polish is the exact thing that makes it read as staged.

Once you can name the role each video plays, putting the right resources in the right place gets a lot easier. It is the same shift behind treating video as a capability rather than a campaign, and the reason no single production model absorbs enterprise video volume. Different jobs, different models.