ruth sherman is president of ruth sherman associates, a strategic communications consulting firm thatelps firms develop compelling content. it's so good to see you, ruth. >> great to be with you j.j. >> i think people need to understand, it doesn't need to be perfect and beautiful, but it needs to be compelling. >> you know we always say that perfection is the enemy of getting it done right? >> yes. >> so we all have these video paraphernalia at our fingertips. we have the phones we have the smart phones we have ipads and tablets, we have computers. >> but you have to think, i need to be able to -- i need to want to watch this right? i can't take out my phone and start videoing things. it has to be something people want to see. >> it depends. what we were just watching was matt tomshow who is a coach. he helps people find out who their customers are and goes into the data and helps them to sell better stuff to their existing customers. >> in his particular case it makes sense to show him because what he is selling is himself. >> that's exactly right. >> let's look at a video you broug

ruth sherman is is a strategic communications consulting firm that helps entrepreneurs to develop compelling's good to see you! >> great to be with you. >> so i think people need to understand it doesn't need to be perfect and beautiful but it needs to be compelling. >> you know, we always say that perfection is the enemy of getting it done. >> yes. >> right. so we all have these video paper at our finger tips. we have the smartphones, ipads, tablets, we have computers. >> you have to think i need to want to watch this. i can't take out my phone and sort of start videoing. it has to be something that people want to see. >> it depends. it depends. what we were just watching was who is a coach. helps people find their customers, goes into the data and helps them sell better stuff. >> in his particular case it makes sense to show him. what he's selling is himself. that's right. >> let's look at a video you brought us for someone in a retail store. >> can you imagine that this could become this? hi, i'm ann green berg founder of the underground sheathe. a collection of echo friendly handbags. ye