The dream of any company is to be perceived as more than a business, to become recognized as something beyond an intangible brand, not just commence….something more, very few companies achieve this.
I first purchased a Zacuto product back in 2009, it was the Z-Finder Pro 2.5x, the built of the product was superb and it served its purpose, other than that I didn’t think much of it. At the time I found it to be extremely pricey, and despite the quality being on par with the price I didn’t plan in making any future purchases. This meant that while Zacuto left me with a positive impression, it had no impact at an emotional level.
A couple of years later I came across two web series called Filmed Fellas and it Film Critics, both produced by Zacuto.
The series were addictive to say the least, there was such a unique chemistry between the presenters that made the show extremely compelling and exciting to watch, but there was one episode of critics in particular that stuck with me and for some reason had a really strong impact on me.
It’s not that there was anything transcendent about the episode itself, but the way Steve Weiss reacted to a short film really impressed me, it was so honest, visceral and emotional (in a manly way of course), it showed so much respect for the film maker. Maybe I’m reading too much into it, but it doesn’t matter, it really made an impression on me and for some reason started changing the way I looked at Zacuto.
At first glance it doesn’t make much sense, why would it affect the way I felt about a brand? Well, Steve Weiss is not just any film critic; he is one of Zacuto’s founders. The way he gets out there and carries himself with that no BS attitude is a breath of fresh air, he understands that good business is more than selling a good product, it’s about people, it’s about going far beyond what is expected, but most importantly, it’s about becoming everything that a company isn’t supposed to be.
Maybe I’m an easy sell, doesn’t matter, give me a company that delivers a product that is a result of perfect craftsmanship and that at the same time is able to touch me at a deeper emotional level and I’m sold.