You live and work in a world of democratized video production. What once required hired professionals, specialized work, and thousands of dollars can now be accomplished by self-taught amateurs in hours with little to no resources beyond what’s already in their pockets. Video technology is ubiquitous. However, many professionals become so preoccupied with whether or not they can make a video that they often don’t stop to think if they should. Too often, this results in the development of ineffective content that doesn’t support user needs, wastes viewers’ time, and sets a poor precedent for the use of video within the organization.

Every workplace has a culture. However, the real culture within an organization often doesn’t resemble the mission statement and core values posted in the hallways and on the company’s website. And, if eLearning or knowledge is included in the company’s values, this tends to refer to limited, formal training events, or tuition reimbursement. Learning professionals must understand the foundational impact their efforts can have on the organization and its culture—everything from the way work is done to how employees relate to customers.