Wooshii

Founder and CEO of the internets leading video production community.

We provide scalable video solutions for the worlds largest companies via an online network and software solutions

I've led the team through its bootstrapped beginnings and two rounds of venture funding.

Envoke-Demos

I played a small part in turning an idea into a product, winning early customers, and setting up for growth.

Co-Founder & Advisor

Flexy App

Advisory Board

Hartest Brewing Co.

Founder

MentorCamp

Business Mentor

Fergus & Permjot

Worked with Permjot Valia and over 100 entrepreneurial and start up companies in a variety of roles.

Helped companies ranging from small 2 man shops to business with turnovers exceeding £14M per year

Partner

New East Manchester Ltd

Working with start-ups and SME's both in developing growth and on-line strategies. Over 100 business aided through New East Manchester Ltd regeneration company

Created and ran the EnterPrize one of the North Wests leading entrepreneurial start-up contests

Enterprise Facilitator

Outgoing

Director at Outgoing which grew to be the largest UK student tour operator and where we also founded Snowbombing, Europe's largest winter festival.

Director

Dyer-Smith Consult

As a freelance web developer, I helped companies turn their visions into reality at a time when websites were a black art and companies would pay over the odds to get online !

Developed online marketing strategies and acted as an advisor to companies looking to expand their business online.

Web Developer

🤖 Lead a team that has built several AI products, including;

🤖 Assist - a new AI operating system for Marketing teams used by companies from Publicis to Toyota

🤖 BrandCheck - AI Video analysis tool used by companies from WPP to Google

🎬 Wooshii - Founded to help companies scale video operations and production.

🧬 Envoke - Co-founded a company that brought VR innovation into life sciences

🤪 Co-founded Snowbombing Winter Music Festival, a brewery and several apps

🏄🏽‍♂️ Surfer

If you're interested in how AI can transform marketing or AI agents can scale operations...

then I'd love to connect

Fergus Dyer-Smith

I talk about SaaS video strategy | B2B videos that make $, not awards.

We build B2B video podcasts that create category leaders @ Sway One.

How we can work together:

Video Podcasts: We handle everything from strategy to distribution, creating expert content that amplifies your brand and drives business growth.

LinkedIn Expert Series: Transform your team's expertise into thought leadership videos in one efficient session - delivering months of content from just 90 minutes of your time.


CUSTOMER RESULTS:

Ziggy: 1,700% increase in opportunities, 220K+ LinkedIn views
"We grew our pipeline by 243% using Sway One's video strategy, creating 15-20 high-impact videos with just 90 minutes per month." - Christian Radley, Founder

Crowdlinker: $1.2M influenced pipeline, 920K LinkedIn views
"Sway One built a scalable branding system that works, allowing us to connect with prospects and build programs that fit their needs." - Aram Melkoumov, CEO

Leeway: #1 legal tech show in Europe 
"Sway One was invaluable in establishing our authority and turning a podcast into a LinkedIn organic content machine." - Thibaut Caoudal, Co-Founder


We're different from others. Here's how:

- Marketers first, producers second
- Revenue-focused (not just views)
- Process-driven (200+ B2B video projects)
- Category-defining production quality
- Remote studio quality (no commute)
- Unmatched speed (weeks, not months)

Josef Newton

AI can now generate code, designs, and interfaces in seconds.

But companies aren’t winning because AI is fast... they’re winning because people with taste know what to do with that speed.

That’s the idea we wanted to bring to life in this film for Y Combinator (based on Andrej Karpathy's talk earlier this year).

For 70 years, the most valuable skill in tech was execution.

Today, it’s judgment.

In a few years, it might be something else entirely.

This piece let us explore that shift visually, the tension between infinite generation and the very human skill of knowing what’s good, what’s useful, and what actually ships.

At Sway One, this is exactly the type of story we love telling:

Taking complex ideas in SaaS and turning them into moments people feel, not just understand.

-----

If you’re a SaaS company trying to communicate a big shift in your category, drop me a note 🙌

Josef  Newton

Co-Founder at Sway One | Product & Testimonial Videos for B2B Companies

9 out of 10 product videos miss their launch date.

And honestly? It's probably not your fault.

Most PMM teams are 1-5 people managing video projects they've never produced before. 

Then, 48 hours before launch, feedback floods in. Multiple assets need reworking. (60% of projects go through 5+ revision rounds, by the way.)

You're playing the world's worst jigsaw puzzle with a ticking clock. You'll be the one blamed if it doesn't ship. 

And somehow, the creative team that's supposed to help just makes everything more complicated.

They have a process. It's just the wrong one.

But here's what the teams who actually nail it do differently - they complete projects 4-20x faster:

→ They get ALL stakeholders in the kickoff. Every single one.

→ They document who owns creative vs. messaging upfront. Otherwise, every revision becomes a turf war.

→ They lock the script before voiceover gets recorded. One word change after that? You just lost days.

→ They approve visuals and music together, not sequentially.

→ They funnel all feedback through one person - not scattered across Slack threads and email chains.

→ They make "final approval" actually final. Because unlimited revisions don't create better videos. They create videos that never launch.

Most creative teams will complicate your launch. Find one that actually understands what you do and how launches work.

Prospect: "I think we're going to use AI to create the product video"

Me: "Great, keep us updated with how that goes."

Prospect: "Will do… I mean we've already tried to use a tool and it didn't work… but our CEO wants us to try it again."

Me: (me looking confused as to why we're having the sales call) "okayy… but does your CEO know AI tools can't create product videos?"

Prospect: "Yeah we've told him that but he said try it again."

This conversation happened a couple of weeks back... and it's not the first time.

Here's what's actually going on:

The CEO reads about AI video tools in a newsletter. Sees the demos. Thinks "why are we paying agencies when this exists?"

Marketing tries it. Realizes the output isn't brand-ready. Explains this.

CEO says "try again" because surely they just did it wrong.

Marketing tries again. Same result.

CEO still thinks they're not using it right.

So now the marketing team is stuck in this loop - testing tools they know won't work, while their actual video needs pile up, because they can't get executive buy-in to work with an agency.

The issue isn't that AI tools are bad. They're genuinely useful for certain things.

The issue is the expectation gap.

CEOs see polished demo videos of AI tools and assume that's what they'll get. But those demos are carefully crafted examples, not "here's what you'll produce on your first try with your complex B2B SaaS product."

For the marketing teams caught in the middle: I feel for you.

You know what you need. You know what works. But you're stuck waiting for permission to pursue the solution that'll actually solve the problem.

I think the only through is showing a few examples of AI video output to leadership... and even maybe asking them to play around with the tools themselves 😅 

That's typically the best way for the penny to drop 🪙

Most B2B testimonials DO NOT respect the viewers time. 

This one DOES.

I've probably watched 500+ testimonials over the last few weeks (working on a database of the best examples, stay tuned 👀 )... and maybe 10 of them were actually good.

Here's what makes it great:

1️⃣ The opening is structured like a trailer 

"We're launching 275-300 new restaurants every month. These are quick, fast deals, and we needed a system that could keep up with us."

It hits you with the scale, the problem, and hints at the solution in the first 15 seconds. Most testimonials make you wait 2 minutes before you understand what the product actually does. 

This one doesn't bury the lead.

2️⃣ You get the value prop immediately 

Before Alex even introduces himself, you already know what Chili Piper does - "It's routing our leads, assigning CSMs, booking onboarding calls, and doing it efficiently."

That's the difference. Most testimonials save the good stuff for the end, assuming you'll stick around. This one respects your time and gives you the payoff upfront.

3️⃣ The problem is specific, not generic 

He doesn't say "things were inefficient" - he says "4.5 days to convert leads, manual processes, 65% conversion rate."

That specificity is what makes you believe him. Vague problems get vague solutions. Specific problems get real solutions.

4️⃣ The numbers tell the whole story

- Cut 1.5 days off their sales cycle
- Boosted conversion from 65% to 71%
- Halved their go-live time from 14 to 6 days
- More than doubled customers getting live in 14 days

These aren't "we saw improvement" claims. These are the numbers you'd put in front of your CEO.

5️⃣ He actually explains how they use it 

The part about Distro stood out to me. He walks through their entire customer success workflow - how accounts get assigned, how CSMs get notified via Slack, how it connects to their customer journey.

You can tell he's thought deeply about this. That level of detail only comes from someone who's actually in the system every day.

(And this is exactly what viewers want to hear and understand when watching a testimonial)

------

Most B2B companies think testimonials are about making their product look good. They're not. They're about making your customer look smart for choosing you.

This testimonial works because Alex comes across as the hero who solved a complex problem. 

Chili Piper is just the tool he was smart enough to implement.

That's the testimonial formula that actually drives pipeline: 

Give your customer the spotlight, let them flex their results, and get out of the way.

I love *stupidly* simple SaaS product videos. 

Combinely's product video is an A+ example of this. 

Opens with a ticking clock and "New tax season approaches" - instant anxiety for every accountant scrolling. That's the hook sorted in 2 seconds.

Then they layer in the pain: "same email volume, same stress..."

No fancy animations. No feature dump. Just words that make their audience feel seen.

The product demo is brilliantly simple, shows a client email about missing tax documents (the exact thing accountants dread) and the AI catching it in the reply. 

That's it. One use case that proves the entire value prop.

Closes with the clock again. Circular storytelling that reinforces urgency without being pushy.

-----

The best product videos don't try to show everything your product does. 

They show the ONE thing your audience loses sleep over, then demonstrate how you solve it.

This video could've easily gone down the "AI-powered workflow automation with real-time document analysis" route. 

Instead, they kept it STUPIDLY simple: tax season is coming, you're drowning in emails, we catch what you miss.

That's the brief right there.

I've worked on dozens of SaaS product videos.

Bad creative never killed a project. Bad alignment always does.

Here's what actually happens:

Product wants to showcase the 8 new features they shipped this quarter.

Marketing wants an "emotional connection" with the brand story.

Sales wants proof points and competitor comparisons.

The founder? They just want it to "feel more premium."

So you spend 6 weeks in revision HELL trying to make everyone happy.

The result: → A 3-minute video that says everything and nothing → Generic enough that it offends no one internally → Forgettable enough that prospects click away at 0:12 → $$$$'s spent on something that gets buried in a Google Drive

The product videos that actually move the needle... start with BRUTAL clarity:

"This video exists to show DevOps engineers why our deployment process is 10x faster. That's it."

Not for the CEO. Not for brand awareness. Not to look cool.

One audience. One problem. One outcome.

Everything else is a distraction.

When everyone agrees on that single sentence, the rest gets easy:

- Script writes itself
- Feedback becomes productive
- Revisions take days, not weeks
- The final video actually converts

The "boring" videos with crystal-clear purpose always crush the "innovative" ones designed by committee. It's not even close. 

Before you brief your next product video:

Get every stakeholder in a room and force consensus on one sentence: 

"This video helps [specific person] understand [specific thing] so they [specific action]."

If you can't get agreement on that, you're not ready to create it.

Save yourself the $$$$'s and the 8-10 revision rounds.

taplio

The Battle

Fergus Dyer-Smith

Josef Newton

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taplio

The Battle

Fergus Dyer-Smith

Josef Newton

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Josef Newton's LinkedIn Performance

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