Instead of the random tourist shots of“Our Vacation,” shoot the video “Samantha’s first time out of the country” — which focuses specifically on what it’s like for 15 year-old Samantha to visit France for the first time — dealing with a new language, different money and jet lag.

Instead of “Our Company” how about a video about “How we deliver shoes to your door” or “Roz, the Customer Service Genius”?

Whenever you’re about to hit record, ask yourself, “What’s special about this person or place in this exact moment in time?” The more specific your answer, the better your video.