My grandfather was a doctor (one of the best in his field) and the worst patient you have ever seen in your life, gave his patients advice he never took himself.
I think about him a lot lately.
Because I sit on my couch watching YouTube on my TV, looking at other people's studios, their lighting, their editors, their cinematic intros, and I think: should I be doing that?
People with podcasts feel pressure to become YouTubers, people with YouTube channels feel pressure to become Netflix, people with Instagram feel pressure to become a production company—and somewhere in all of that escalation, nobody stopped to ask who asked for this.
Because the listener didn't, the viewer didn't, the client browsing your content at 11pm on their phone didn't.
Here's what's actually happening: production inflation. Every year the bar gets raised—five years ago a decent microphone and good lighting was more than enough, then a better camera, then multiple angles, then B-roll, then the studio, then the team. And now there are people telling service businesses that if their podcast doesn't look like a late night show, nobody will take them seriously.
So people spend money they don't have on equipment they don't need to make content that looks expensive and says nothing interesting—which is the saddest part of the whole thing.
Because most people still don't know what they actually want to say, and no camera in the world will fix that.
In this episode: why production inflation is making everyone quietly miserable, what actually keeps people watching that has nothing to do with equipment, the pressure service businesses feel watching younger creators explode with a ring light and zero hesitation, and why most people are upgrading the packaging instead of deciding what they actually want to say.
The honest reason the setup pressure works on you: buying a better camera is a problem you can actually solve—figuring out what you want to say and whether anyone needs to hear it, that one is harder.
It's about the pressure to look bigger than you are, and what it's actually costing you.
📍 I'm Veronica Di Polo, marketing consultant based in Moraira, Spain. I help service-based businesses communicate in a way that makes them easier to choose. If your leads only show up when things feel urgent, start here: https://veronicadipolo.mykajabi.com/aisprint
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