You’re struggling to create high-quality video content. What tools can help you succeed?

I see a lot of questions about the steps to create high-quality video content, the tools for scripting, hacking away at faster video production, using AI, or tricks to promote it. Here’s what I think is the most important:

Before diving into all the steps—from scripting to tools, to promotion—you need to really figure out what the goal of this whole exercise is. Because the goal for videos is not just for people to watch. It’s not about reaching them, being in front of them, or capturing their eyeballs. The goal of the video is for people to share it—to genuinely drive engagement, to compel them to comment, to start or be part of conversations. If that’s not the goal for your video content, then you’re just creating stuff like everybody else, yelling at the user. We need to move beyond eyeballs and focus on ideas that will matter to them. Because when the idea matters to them, they make it their own. They share on WhatsApp, download your videos illegally, and do all sorts of things because they’re compelled to take action and be part of it because they love it—it’s about them.

For that, you need to dive deep, research, and connect a lot of dots to come up with that creative idea. Because if you don’t have the dots, there’s no creativity.

To do this, create a list of all the pain points and the micro-moments—all the little things your audience cares about. Collect as much research as you can so you can connect the dots and create something that will matter to them. Because the direction of your efforts—in applying steps, tips, hacks, and tricks, from scripting to promotion—should be about driving engagement, about creating something worth sharing. If the direction is anything else, you’ll end up creating something that just adds to the noise, blending into the crowd.

To make your video stand out and have high-quality engagement as the goal, all the hacks in the world will align because they help facilitate and speed up reaching that goal. In the book, the process of IUCTC helps you dig deep and create a lot of those dots you can connect to come up with ideas that are worthy of sharing. These five categories (Inspirational-Useful-Celebrate-Topical-Change the world), rooted in experience and validation over ten years, are not just random thoughts or brain farts but pointers to create ideas that stick.

The million-dollar question is: what to create. Once you know what to create, scripting, tools, AI—all these things on how to create videos become effortless. It’s the “what to create” that’s the most crucial part, and everything else aligns seamlessly.

And that ‘what’ must be share-worthy—period.

Video ft. in Print – 3X viral already

So cool to see the video covered in print.. across TOI Gurgaon, Delhi and other cities.. and featured among amazing brands..

grateful for this and proud of the team in killer in-house execution.. this concept has gone viral 3 separate times now.. across Indian WhatsApp groups across ❤️😊🇮🇳 g

Intensive Creativity workshop @ Sanofi

The bar for creativity is the highest in Pharma, with numerous regulations at every step. Grateful for the opportunity to have led an intensive creativity workshop for marketing leadership at Sanofi a few months ago.

Three hours of non-stop exercises, brainstorming, viral video backstories, and aha-moments… with ideas popping up everywhere. The energy and excitement from the participants were inspiring. A big thanks to my friend Makarand for making this possible.

If you’re looking to inject some creative energy into your team… let’s talk 

Train mein hai ghar wali baat – 15M views in 5 days

For the love of India 🇮🇳

Crazy intensive research, multiple trips in the train to validate every truth, incredible team work from the beautiful writing, to shooting, editing , even featuring in the shots.. 100% in-house execution, except the celebrity voiceover 😊

A video about and for India.. grateful for incredible response – 15M views, over 100k shares in 5 days when last released – super proud of the team.. This remains my favourite, a true case study of our process.. 🙂