unstepped
What we've learned cutting video
Practical notes on retention, repurposing and conversion — the things we actually argue about in the edit. No theory we haven't tested on real footage.
The first three seconds decide the other ninety
Almost nobody stops watching at the end — they stop before they've consciously decided anything. What a hook actually is, four opening patterns that hold, and the intros that quietly kill retention.
WorkflowOne shoot, every platform
Cropping a landscape video to vertical isn't repurposing. What genuinely changes between YouTube, Shorts and LinkedIn, how to shoot so repurposing is even possible, and the two ways it usually goes wrong.
ConversionWhy most VSLs lose people at the same three moments
Sales videos don't bleed viewers evenly. They fail at the promise, the proof gap and the ask. How to read your own retention graph and work out which one is costing you calls.
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