All posts for “ourwork”


Licensing Your Trademark - A Positive Alternative

Posted by: leelefever on August 24, 2010- 5:00pm

Topic: Licensing

Categories: legal, ourwork, strategy, trademark


For a couple of years now, through our work with videos, I’ve realized that licensing is an often neglected business model.  Not only is a potential revenue source, it’s a way to work with people in a positive and permission-based manner. Patrick O’Keefe, author of Managing Online Forums, recently wrote a post that got me thinking.  It’s called “Rethinking the Cease and Desist - Don’t Threaten Fan Communities and Groups - License Your Brand to Them.”  Patrick is a professional community manager... Continue Reading

Custom Video: Rightcliq by Visa

Posted by: leelefever on July 31, 2010- 5:00pm

Topic: Common Craft Custom

Categories: clientwork, Explanation, ourwork, video


Today Visa is rolling out a new product called Rightcliq that makes online shopping easier and more social. It works in your browser like a bookmark or plug-in. I'll let the video below explain the rest. You'll find it on the Visa website here. About this production Like so many online products, Rightcliq by Visa has an explanation problem that deserves special attention. A solid explanation is key for people to see the value and feel connected to what it does. For example, people have been... Continue Reading

Common Craft Customers in 40+ Countries

Posted by: leelefever on May 2, 2010- 5:00pm

Topic: Data

Categories: language, licensing, ourwork


The Web really is a wonderous thing. Thanks to e-commerce tools like e-junkie and paypal, two people can run a home-based business with global reach.  We've been offering digital downloads of our videos via this website for about 2 years and recently took a look at the makeup of our customers in terms of nationality. We've licensed videos in 41 countries in all.  Below are the top 20. We've always had a goal of being as global as possible, which is why we've had ten of our videos translated... Continue Reading

Case Study: Common Craft Videos and a School District

Posted by: leelefever on April 5, 2010- 5:00pm

Topic: Case Study

Categories: business, licensing, ourwork, schools


Among our favorite licensing customers are teachers and school districts.  We take a lot of pride in making videos that are used to educate students and staff.  From time-to-time, we ask school systems for feedback and information on how the videos are used.  Below you'll find a short case study about how this system is using the videos. The school system prefers that we not use their name in this post, but the information is from their technology coordinator: Please tell us the basics of your... Continue Reading

Introducing Our New "Web License" and Partnership with Wistia

Posted by: leelefever on March 8, 2010- 4:00pm

Topic: business

Categories: licensing, ourwork, partnership, video, web


For a while now, we've heard a common request from potential customers.  They want an easy way to license and share Common Craft videos on their website. Today we're announcing a new partnership with video sharing company Wistia that will help us serve this need with our new "Web License." A Little Background... We license our videos to individuals and organizations. Two of our most popular licenses (Individual and Site) are for offline use. Customers download video files for use on intranets/... Continue Reading

What Pitchman Ron Popeil Can Teach Us About Explanation

Posted by: leelefever on March 2, 2010- 4:00pm

Topic: Explanation

Categories: howto, marketing, ourwork


If you've been reading for a while, you've seen us write that a secret to a strong explanation is putting the subject in the context of someone's life.  Don't just talk about what it does, talk about how it fits into their world - how it takes away pain or makes something easier, faster, better. Recently I've been reading the Malcolm Gladwell book What the Dog Saw and Other Adventures, which is a collection of his past articles from the New Yorker. One of the articles is called The Pitchman and... Continue Reading

Video: Stock Markets in Plain English

Posted by: leelefever on September 1, 2009- 5:00pm

Topic: Common Craft Video

Categories: Explanation, financialbasics, money, ourwork, video


Today we've published a new video: Stock Markets in Plain English This video is one of our most requested and focuses on a few basic ideas: Why companies offer their stock to the public Why people buy and sell stocks What makes stock prices change How we measure stock markets using indices This video is part of our Money series and one of the first to touch on markets.  It was also one of the toughest to make. Economic forces like supply and demand can quickly turn into rabbit holes. Keeping... Continue Reading

Custom Video: SharePoint in Plain English

Posted by: leelefever on August 16, 2009- 5:00pm

Topic: Custom Video

Categories: Custom Video, Explanation, microsoft, ourwork


While licensing our videos is still the focus of our business, we have taken on a few custom projects this summer. The first to be published is a video we were hired to produce called "SharePoint in Plain English," about Microsoft's enterprise collaboration tool. The focus of the video is to introduce Sharepoint and illustrate the old way (project info exists on multiple computers) vs. new way (project info lives in SharePoint). Updated: Microsoft has made this video available for download so... Continue Reading

Explainer Tip: Remember the Curse of Knowledge

Posted by: leelefever on August 10, 2009- 5:00pm

Topic: Art of Explanation

Categories: explainer tip, Explanation, lesson, ourwork


The following post is a part of a series called "Explainer Tips" where we share lessons we've learned in crafting explanations. One of the books that I read just before creating our first videos was Made to Stick by Chip and Dan Heath.  More than almost any other, this book helped me see new opportunities to present ideas in a unique way.  One idea from the book really stands out - it's The Curse of Knowledge We've all experienced it - in talking to a doctor, an engineer or academic, we get... Continue Reading

Clarity on the Common Craft Business Model

Posted by: leelefever on August 5, 2009- 5:00pm

Topic: business

Categories: ourwork, strategy


Through going to conferences and talking with people about Common Craft, it's apparent that people have no idea how Common Craft could be a successful business.  From their perspective, they can watch the videos for free, so how does it work? I want to answer this question because I think it's important context for understanding why we make the decisions we do. In business terms, we are a "B2B" company, which means business-to-business. We make videos that are focused on helping businesses,... Continue Reading