How to Overcome Negative Thinking and Thrive in Your Video Business
As we move through an ever-changing industry, video production business owners often face challenges that test their resilience. Market shifts, evolving client needs, increased competition, and economic uncertainty can make it easy to slip into negative thinking.
You’ve likely heard the conversations: “Budgets aren’t what they used to be,” “Clients don’t value creative work anymore,” or “It’s a race to the bottom.” But here’s the truth—there is always work out there. The key is to avoid the trap of negativity and focus on what you can control.
This article will help you reframe challenges, adapt to industry changes, and secure new opportunities by shifting your mindset and refining your approach.
The Danger of Negative Thinking in Business
I recently received an email from a colleague in the industry who was struggling. He acknowledged that my business seemed to be thriving, but he painted a bleak picture of the industry—budget cuts, increased competition, and difficult times. Then, he asked me if I could refer clients to him.
What struck me was that he didn’t ask: “What are you doing differently? How are you making this work?” Instead of seeking insight into a better way, he was looking for a quick fix.
And I get it. When things aren’t going well, it’s natural to look for external reasons—changes in the market, industry shifts, or bad luck. But often, the most significant factor is how you respond to those changes.
Your mindset shapes your reality. If you believe the industry is dying, you’ll subconsciously look for proof to reinforce that belief. You’ll notice every lost job, every client with a low budget, and every competitor undercutting prices. But if you believe that opportunities are out there and that you can create demand for your services, you’ll look for ways to do exactly that.
The Myth of a “Dying Industry”
I’ve been in the video production industry for over 25 years, and I’ve heard the same complaints year after year:
“The golden days of video production are over.”
“Budgets aren’t what they used to be.”
“There’s too much competition.”
These complaints aren’t new. I heard them in the late ‘90s when people reminisced about the glory days of the ‘80s. I heard them in the 2000s when DSLR filmmaking disrupted traditional production. I heard them again when social media video changed the game.
Here’s what I’ve learned—the industry isn’t dying; it’s evolving. The companies that fail are the ones that don’t adapt.
Think about businesses in other industries. Take home printing, for example. When digital documents became more common, people assumed the printer industry would collapse. But businesses that adapted—by offering ink subscriptions, targeting niche markets, or innovating their business model—are still thriving.
The same goes for the horse industry. Horses used to be a primary means of transport, but today, the equestrian industry still thrives because it evolved into a lifestyle and sport.
Just because an industry changes doesn’t mean there’s no opportunity—it just means you need to find where the demand is now.
How to Shift Your Mindset and Take Control
1. Focus on What You Can Control
When work slows down, it’s easy to blame the industry. But focusing on external factors won’t change your reality. Instead, shift your focus to the things within your control.
Ask yourself:
Are you actively reaching out to new clients, or are you waiting for them to come to you?
Are you improving your marketing, or relying on outdated methods?
Are you differentiating yourself, or blending in with competitors?
If you don’t have enough work, the best use of your energy is to find and win your next job.
2. Reject the “Scarcity Mindset”
A scarcity mindset makes you believe that there’s a limited amount of work available, and that if someone else wins a job, it means there’s less for you.
But that’s not how business works. Opportunities are created, not just distributed.
Think about it: every time a business expands, every time a company develops a new service, every time a startup launches, new marketing and video needs are created.
There is always demand for video. Your job is to position yourself where the demand is strongest.
3. Find Your Niche and Become an Expert
Businesses that struggle often try to be everything to everyone. But the most successful video production companies specialize.
Rather than being a generalist, own a niche. Maybe it’s corporate training videos, event coverage, SaaS company explainer videos, or case studies for law firms.
When you become a specialist, you:
Stand out from generalists who do everything.
Build authority in a specific industry.
Attract high-quality, targeted clients willing to pay premium rates.
A well-defined niche makes marketing easier and improves your close rate because prospects will see you as an expert in their industry.
4. Improve Your Sales Process
Many video production companies struggle not because of a lack of work, but because their sales process isn’t effective.
If you’re consistently losing jobs to lower-priced competitors, consider:
Are you demonstrating value beyond price?
Are you showing prospects why your work delivers results?
Are you building trust and authority through testimonials, case studies, and proof elements?
Refining your proposal process, improving client communication, and showcasing success stories can help you close more deals—often at higher rates.
5. Take Massive Action
The difference between thriving businesses and struggling ones is action.
Instead of worrying about the market, focus on what you can do right now:
Reconnect with past clients. Reach out and see if they need new videos.
Develop new marketing materials. Case studies, showreels, landing pages.
Launch an outreach campaign. Send personalized messages to potential clients.
Test new lead generation strategies. Try paid ads, SEO, LinkedIn outreach, or email marketing.
All it takes is one new client to shift your momentum.
Final Thoughts: All You Need Is One Job
Years ago, I hitchhiked across New Zealand with a friend. When we were stuck on the side of the road, waiting for a ride, we reminded ourselves:
“All we need is one car.”
That was our mantra. We didn’t need hundreds of people to stop—just one person willing to give us a lift.
It’s the same in business.
If things feel slow, if you’re struggling, all you need is one job to turn things around. That one job builds momentum. It leads to referrals. It gets you back in motion.
Don’t get caught up in industry negativity. Don’t waste energy worrying about things outside your control. Focus on what you can do today to win that next job.
The businesses that survive and thrive aren’t the ones that complain about change. They’re the ones that adapt, innovate, and take action.
So, take the next step. Go get that next job. Keep moving forward. The opportunities are out there—if you’re ready to seize them.