Corporate Videos Make It Great: An Interview with Director Tom Clifford

In May of 2007, I attended the first Successful and Outstanding Blogger Conference in Chicago, IL. One of the most amazingly talented people I met there was Director Tom Clifford. I had been reading his blog for a while, and we had talked on the phone, but having a bite to eat with Tom, Timothy Johnson and Mike Rohde before the conference even officially started was a GREAT way to get warmed up to learn from some of the blogging greats.

Fast forward to right now...Tom's first published work came out in the form of a ChangeThis manifesto: Bring Your Brand to Life, all about the power of telling your corporate story, and can be easily applied to telling your personal story.

So it's my distinct honor to share Tom Clifford with you in a nice interview I'm calling

Corporate Videos Make It Great!

Ladies and gentlemen, Director Tom Clifford!

Phil: Tell me a bit about your background, and why storytelling is such an important part of your life?

Director Tom: I was a rock 'n' roller for many years, playing lead guitar in many bands throughout junior high, high school, college and beyond. In the summer of 1975, after high school graduation, my band was scheduled to perform before Crosby, Stills, Nash & Young. Two weeks before the event, the performance was cancelled and I began questioning the path of playing music as a career.

Realizing that college was a great alternative to starving, I found one college near my home that offered a degree in television and decided to check it out. I immediately fell in love with the medium! It's rhythmic like music. So I took to it quickly and naturally. I then graduated from Loyola University in New Orleans where I studied communications and television even further.

A few years after college, I had the most incredible opportunity to study with two filmmakers. These directors constantly taught me the importance of storytelling in a film. Story first...film second. Being young, I fell for the technology surrounding film and video; always wanting to learn more about the gear. My mentors constantly reminded about the power of personal stories. So for nine years, I was completely surrounded by people who were driven to produce films capturing personal stories that ultimately told corporate stories. That really shaped my skills as a director and producer.

23 years later, I now see my role as a story enabler and story katalyst, less of a storyteller.

Quick story: Katalyst is with a "k" because Kevin Carroll, former Nike Master Storyteller, told me in 2005 to continue being a katalyst for stories, so, that's how the "c" became a "k." It's not a typo.

Phil: What's the one thing one can do to be a better storyteller?

Director Tom: I suggest two things:

1. Start listening very carefully and reflecting on the conversations you have with yourself. Those conversations are usually the same conversations we tell ourselves over and over. Eventually, these conversations become the stories we tell ourselves and others. That may be fine for some, but for others, it may be too limiting.

Here's what worked for me. If you want to develop and begin telling newstories, start writing down your dreams and desires for the next year. Incorporate your heroes, dead or alive, into your story. Tap into their attributes you wish to incorporate into your own story. Begin to share the story with others. These new stories can start creating new realities and opportunities for you. In a way, it becomes an exciting journey; like your own "hero's journey." The hero's journey begins with how things are fine in our day-to-day life. Then there is a "calling" for something different; something greater is calling you to leave your "comfort zone." You go through an "initiation" that challenges many of your fears and assumptions. And then, finally, there is the "return;" the sharing of what you learned with others. This is a simple, but effective way to start telling a new story.

2. Buy Annette Simmons book, The Story Factor: Inspiration, Influence, Persuasion Through the Art of Storytelling. It's accessible and easy to implement her ideas.

Phil: Often corporate videos are stale and boring.  How did you come up with the idea to make them more fun, engaging and inspiring, and how hard was it to convince the corporate suits that different is better?

Director Tom: Discovering inspiring and engaging people to share their story on camera is the secret to producing a corporate video that people will not only watch, but talk about. My mentors never produced boring, traditional videos so it never even entered my DNA to produce a film that way.

What to tell the "suits?"

Here's what I say: information is for paper; emotions is for video. Educating the "suits" about the powerful combination of video and story is the starting point of the conversation. I teach them by showing examples of my work and walking them through the story and video process. Don't use video to convey data; use it to tell your story.

Phil: Who has been the most inspiring teacher in your life?

Director Tom: Deepak Chopra stands out as the most significant teacher. Deepak's incredible gift to synthesize and convert a variety of difficult subjects (quantum physics, mysticism, science, medicine, etc.) into teachable and accessible lessons is something I find valuable and practical. Deepak's ability to teach ancient and sacred teachings through the lens of modern science has been a long time interest of mine and serves as the backdrop for all that I do.

Phil: You went to a day long event with Seth Godin and shared all about it on your blog. It seems as that event was a turning point in your blogging and your exposure. What happened that day or right around that day that catalyzed that change?

Director Tom: That was an amazing day, indeed! In a nutshell, Seth confirmed my mission to help others learn about the power of corporate videos.

I started bringing brands to life in my blog beginning in August of 2006 because I couldn't find a site for people in communications, PR and marketing firms, etc. to get on-going support producing engaging corporate videos.  I've been producing and directing for a long time, so it was time for me to start sharing that knowledge to whoever could benefit from it. I placed a stake in the ground, wrote from my heart and the readers found me. It's simply been a miracle!

Seth crystalized my efforts. He immediately "got" what I am doing and encouraged me to continue. No question, that was the high point of the day!

Phil: You attended SOBCon07 and raved about it for weeks after. What made this event special to you?

Director Tom: That's easy...the people! So many people who gave their never-ending help and support to me were all gathered in one place. I was able to say "Thanks" to everyone for everything they did to help me get the site off the ground. The selflessness of those who helped me and the friendships that have been created as a result, has been quite amazing!

Phil: What are you currently reading?

Director Tom:  Lots of books. Here's a few!

Catching the Big Fish: Meditation, Consciousness and Creativity by David Lynch

Karma: The Ancient Science of Cause and Effect by Jeffrey Armstrong

Whoever Tells the Best Story Wins by Annette Simmons

Buddha: A Story of Enlightment by Deepak Chopra

Like a Splinter in Your Mind: The Philosophy Behind the The matrix Trilogy by Matt Lawrence

Phil: What's the best advice you've ever received and what would you share with the readers of Make It Great! as advice?

Director Tom: The best advice I ever received? That's a tough one! If I had to pick one thing it would be when my favorite college professor taught me to meditate 30 years ago. It changed the direction of my life and is perhaps one of the greatest gifts I've ever received.

I would offer the same advice to your readers, as well. Meditation is easy, completely effortless and one of the most proven ways to develop your creativity in all areas of life.

Phil: What blogs do you read that others may not know about?

Director Tom: I subscribe to these blogs and enjoy reading them every time:

Deepak Chopra, my teacher

Lois Kelly at Foghound on communications and conversations

Ira Glass at NPR

Tom Monahan talks about Creative Thinking in Business

Michael Moore, documentary filmmaker

Robert Greenwald, documentary filmmaker

Rajesh Setty, entrepreneur, author and dear friend

Phil: Some great blogs to explore for sure! Thanks for sharing them. So tell us, what's next for Director Tom?

Director Tom: Well, first up, I'm getting ready to write a book designed to help people walk through the process of creating a remarkable corporate video. There is a huge void in this arena and I know many potential candidates of videos could benefit from a handbook like this. 

My real passion continues to be producing meaningful films for organizations that raise awareness about important issues while capturing on-camera "organic storytellers" from an organization-their employees. That has always been my favorite form of storytelling.

Phil: Tell me how we can find more Director Tom.

Director Tom: Everything you need about me is on my site, DirectorTom.com. My ClaimID site captures all my interviews, links and other goodies in one handy place. I update it whenever anything significant is released.

Thanks, Phil, for your unending support in my work and willing to share the power of corporate video stories with your readers. I am deeply honored and grateful to be a part of your world :-)

Phil: You're welcome my friend. Thank you Tom. You have opened my mind to the potential power of corporate video and storytelling, something I wouldn’t have thought of as making it great even just a year ago! 

So what can we learn from Director Tom?

A few things I think ring loud and clear.

• Stories are POWERFUL stuff, whether it's in a corporate video, a blog, or when you're talking to others in your world.


• Catalysts come from everywhere, if you're open to receiving them.


• Taking time to slow down and meditate can help you find your center and calm your busy world (I'm working on this).

What did you learn from Tom? Do you have any unanswered questions?

[Phil Gerbyshak loves interviewing great people who have great stories to share. If you've got a great story, let Phil know and who knows; you could be the next Make It Great! interview.]

Comments

[Steve Wytas - www.audio911.com]

Tom is a great director!!!

[Troy Worman]

Awesome interview. Awesome subject. Congrats and kudos all'round. I look forward to reading Tom's manifesto!

[Phil Gerbyshak]

Thanks Steve! From everything I've seen, he is indeed! Thanks for chiming in.

Troy - Thanks so much. Tom's manifesto is really well done. I know you'll love it!