How does Fran Montemurro create clarity in product explainers?

Here is how that clarity is created in practice:

1. Start from your audience, use case, and goals, not from “we need a video”
2. Review your current creative and landing page to spot confusion and gaps
3. Define the core promise and 1–2 key use cases to highlight
4. Choose hooks that open with a concrete problem or outcome, not features
5. Plan formats (reels, ads, demos, product page videos) so each has a clear job
6. Map a simple structure: hook → problem → product in action → proof → next step

From there, scripts, demos, and ad concepts are built so every scene teaches something about the product, instead of adding noise.

What kind of product are you trying to explain right now?