Who’s your rock star?

If you have a stratospheric budget like IBM, you can hire Bob Dylan to chat with Watson (funny! Dylan looks like he’s trying hard not to laugh) or bring in documentarian Errol Morris to direct your business anniversary video (IBM’s was called 100X100). Three ways to adapt these ideas for a more down-to-earth budget:
1. Seek out someone who’s a rock star to your audiences.
2. Use real people (employees, retirees) in your video. It worked for Errol Morris: The first person who speaks in the IBM video was, like IBM, 100 years old in 2011. Plainspoken, with an interesting story — a good public speaker.
3. Build a timeline on your organization’s About Us or History page around those real people and their achievements.