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Introducing Our New "Web License" and Partnership with Wistia

leelefever — Wed, 10 Mar 2010 05:14:56 +0000

For a while now, we've heard a common request from potential customers. They want an easy way to license and share Common Craft videos on their website. Today we're announcing a new partnership with video sharing company Wistia that will help us serve this need with our new "Web License."

A Little Background...

We license our videos to individuals and organizations. Two of our most popular licenses (Individual and Site) are for offline use. Customers download video files for use on intranets/extranets, training programs, classrooms and presentations. The videos are really useful internally, but they can't be displayed on public websites. Of course, some customers want to do just that.

Problem Solved

Our new partnership with Wistia means that our customers can license high quality Common Craft videos and use Wistia's video sharing tools to easily display them. This makes adding a Common Craft video to your website:

    •    Easy - Add videos with simple copy-and-paste embed code.
    •    Smart - Gather rich info on who watches the videos and how they watch them
    •    Flexible - Choose from multiple plans, based on monthly views

This means a technology company can educate visitors on the basics of wikis, or cloud computing.
A financial institution can educate potential customers on the stock market or borrowing money.
A service organization can educate citizens about preparing an emergency kit.

Our Web License means that any website can benefit from Common Craft videos.

This 52-second video helps explain the relationship:

If you're interested in licensing Common Craft videos for your website, look for the "Web License" option on any video at CommonCraft.com.

Introducing Our New "Web License" and Partnership with Wistia

leelefever — Wed, 10 Mar 2010 05:14:56 +0000

A Little Background...

Problem Solved

Our Web License means that any website can benefit from Common Craft videos.

This 52-second video helps explain the relationship:

If you're interested in licensing Common Craft videos for your website, look for the "Web License" option on any video at CommonCraft.com.

What Pitchman Ron Popeil Can Teach Us About Explanation

leelefever — Thu, 04 Mar 2010 02:46:06 +0000

If you've been reading for a while, you've seen us write that a secret to a strong explanation is putting the subject in the context of someone's life. Don't just talk about what it does, talk about how it fits into their world - how it takes away pain or makes something easier, faster, better.

Recently I've been reading the Malcolm Gladwell book What the Dog Saw and Other Adventures, which is a collection of his past articles from the New Yorker. One of the articles is called The Pitchman and focuses, in part, on Ron Popeil of Ronco. You may recognize his name from late-night TV, where he's often seen pitching a new kitchen appliance like the Veg-o-matic or the Ronco Showtime Rotisserie BBQ. He is a classic pitchman - a pro.

Though I would never call myself a pitchman, there is an element of the skill in creating explanations. Think of a commercial or an exhibit on the floor of a fair or trade show. The pitchman only has a limited amount of time to attract attention and hold it long enough for value to be clear. Common Craft may not sell Ginsu knives, but we do specialize in making value clear, in about three minutes.

There is a section of the story that struck me as particularly apt for explainers. Ron Popeil discusses pitching kitchen gadgets and how VCRs were marketed...

You have to show them exactly how it works and why it works and make them follow your hands as you chop liver with it, and then tell them precisely how it fits into their routine, and, finally sell them on the paradoxical fact that, revolutionary as the gadget is, it's not at all hard to use.

Thirty years ago, the video cassette recorder came onto the market, and it was a disruptive product too: it was supposed to make it possible to tape a television show so that no one would ever again be chained to to the prime-time schedule. Yet, as ubiquitous as the VCR became, it was seldom put to that purpose. That's because the VCR was never pitched: no one ever explained the gadget to American consumers... and no one showed them exactly how it worked or how it would fit into their routine and no pair of hands guided them through every step of the process. All VCR makers did was hand over the box with a smile and a pat on the back, tossing in an instruction manual for good measure. Any pitchman could have told you that wasn't going to work.

These days I see a lot of companies acting like VCR makers - handing over a gadget and focusing on features - without indicating how it fits into the lives of customers. Perhaps we all have something to learn from Ron Popeil.

Video: Stock Markets in Plain English

leelefever — Wed, 02 Sep 2009 20:20:41 +0000

Today we've published a new video: Stock Markets in Plain English

This video is one of our most requested and focuses on a few basic ideas:

Why companies offer their stock to the public
Why people buy and sell stocks
What makes stock prices change
How we measure stock markets using indices

This video is part of our Money series and one of the first to touch on markets. It was also one of the toughest to make. Economic forces like supply and demand can quickly turn into rabbit holes. Keeping it short and sweet was a challenge. We're so excited to share it with the world.