top of page
Search

Breaking Out of the Production Box: Getting a Seat at the Table (Part 2 of 4)

  • Writer: Jesse Krinsky
    Jesse Krinsky
  • Jan 6
  • 3 min read

In Part 1 of this series, we explored why video teams need strategic influence and what having "a seat at the table" really means. Now let's tackle a challenging truth: many video teams unknowingly contribute to their own pigeonholing. Breaking free starts with understanding the hidden barriers that keep us in the production box.

 
Video editor in a small glass box.
Don't get trapped in the Production Box

Being great video producers is a double-edged sword. Creative and technical expertises are essential, but they can also create a comfortable cage. When organizations consistently praise your team's production quality, it's easy to lean into that identity, becoming known as highly skilled technicians or creators rather than strategic partners.


This dynamic creates what we call the Production Trap: the better you are at execution, the more likely you are to be seen exclusively as an execution resource. Breaking free requires a deliberate shift in how you position your team's value.


Hidden Barriers to Strategic Influence


The Technical Expert Paradox

Many video leaders rose through the ranks based on their creative and technical abilities. While this expertise is valuable, it can create blind spots. When conversations gravitate toward production logistics, techniques, or equipment, we inadvertently reinforce the perception that we're tactical rather than strategic partners.


The Language Barrier

Video teams often speak a different language than organizational leaders. While we talk about frame rates and color grading, executives discuss ROI and strategic objectives. This communication gap widens the divide between production teams and strategic decision-makers.


The Comfort Zone Challenge

Let's be honest: many of us feel more comfortable debating RED vs. ARRI cameras than corporate strategy. This natural tendency to stay within our expertise can prevent us from engaging in broader business discussions where our perspective could add significant value.


The Organizational Silo Effect

Video teams frequently operate in creative silos, physically and organizationally separated from strategic planning functions. This isolation can become self-perpetuating, making it increasingly difficult to break into strategic conversations.


Shifting Perceptions

Breaking out of the production box requires a deliberate strategy:


1. Reframe Your Value Proposition

  • Stop leading with technical capabilities

  • Start conversations with business outcomes

  • Position your team as communication strategists who happen to specialize in video

  • Focus on solving business problems, not just production challenges


2. Change the Conversation

  • Replace "How should we shoot this?" with "What are we trying to achieve?"

  • Ask about business objectives before discussing creative approaches

  • Connect video initiatives to organizational goals

  • Bring strategic insights to every project discussion


3. Build Strategic Credibility

  • Share relevant industry trends and their business implications

  • Provide data-driven insights about video effectiveness

  • Propose solutions to business challenges, not just production problems

  • Contribute to discussions beyond video-specific topics


First Steps to Breaking Free

Ready to break out of the production box? Start here:

  1. Audit your team's communication: How often do you discuss strategy versus technical details?

  2. Review recent project briefs: Were you involved in defining objectives, or just executing someone else's vision?

  3. Analyze your relationships: Are you connecting primarily with other creative teams, or building bridges to strategic functions?

  4. Examine your metrics: Are you measuring technical quality or business impact?


The transition from technical expert to strategic partner doesn't happen overnight, but every interaction is an opportunity to reshape perceptions. Start small: in your next project meeting, lead with questions about business objectives rather than production details. You might be surprised how this simple shift can open doors to strategic conversations.


Stay tuned for Part 3, where we'll explore how to build the strategic foundation that establishes your credibility as a business leader.

 

Breaking free from the production box requires both strategy and support. At In Focus Consulting, we specialize in helping video teams reposition themselves as strategic partners within their organizations. Our proven frameworks and methodologies can help your team make this crucial transition.


Ready to elevate your team's strategic influence? Let's talk. Book a complimentary strategy session today to chart your path forward.

bottom of page