In general, filming these videos last year was more fun than work. For the video below, the EMC TV team flew Nga and I out to New Mexico to film at the Energetic Materials Research and Testing Center.
My work with EMC TV has me thinking a lot about the role of video in the innovation process. In the examples above, the video is the “icing on the cake”, or the “end of the innovation process”. EMC developed an innovative new technology (VPLEX) that can simultaneously (and instantly) synchronize online transactions to two separate geographic locations. In addition to this synchronization, each location is “active / active”, meaning that the data is fully accessible on both sides (which is extremely hard to do).
The adoption of the innovation involves messaging to customers. The approach above is a fun way to literally “show” the technology in action.
This video has directly resulted in sales leads.
Similarly, the production of interviews at EMC World 2013 allowed customers to ask questions directly to EMC Executives that had just stepped off stage from announcing new innovations in their particular product lines. The discussions back and forth on questions from customers provided further detail to raise interest in evaluating and adopting the new features and products.
I’ve been talking recently about the value of adding new skills to your career (e.g. social media and executive-level influence). As an innovator, participating in the filming of these videos has provided me with an additional platform to drive adoption of ideas that I’ve been involved with.
This practice of using video assets for innovation has started to manifest itself on the front-end of the innovation process at EMC as well.
In a future post I will highlight how internal EMC innovators are filming themselves “pitching” their ideas as part of our global Innovation Roadmap idea contest.
image credit: emc.com
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Steve Todd is an EMC Fellow, the Director of EMC’s Innovation Network, and a high-tech inventor and book author Innovate With Global Influence. An EMC Intrapreneur with over 200 patent applications and billions in product revenue, he writes about innovation on his personal blog, the Information Playground. Twitter: @SteveTodd