What is the heart of your business or non-profit organization? What is the story behind it? Is there a specific message that you want to showcase to your target audience? Who are you trying to attract?
Story telling through editing is a funny but rewarding enigma. Sometimes you have every shot and piece of audio that you need at the click of the finger. Then other times you have to scavenge the abyss of the lost footage to find that perfect shot that could take your piece over the top.