Creating great looking videos is often the goal for video production companies. Why? Because ‘great looking’ is easier to identify than ‘results oriented’, and the truth is that many producers are more aesthetically inclined and are not necessarily business inclined. Some producers aspire to entertainment and do corporate work to pay the bills and many assume that a great looking video is an end, in and of itself. It isn’t. Sure, your video should look great – but looking great is usually not the purpose of your corporate video. Great looking video can certainly help sell a product or service but only if the format and message resonate with the audience. In image-heavy business sectors such as luxury goods or fashion, great looking videos are table stakes – that’s just where you start, not where you finish.