What lessons can be learned from Fran Montemurro's past projects?

1. Lead with the product, not the polish
   The biggest wins come from clarifying the product’s value in simple, visual ways (reels, shorts, demos) before worrying about fancy editing.

2. Creative readiness beats more creative
   In consultations, the focus is: Are your hooks clear? Is the message sharp? Is the structure understandable? Fixing that first makes ad testing far more efficient.

3. Context is everything
   Reviewing product, current creative, landing page, audience, and goals together prevents “random acts of content” and aligns videos with actual outcomes.

4. Iterate with structure
   Testing specific hooks, formats, and messages systematically outperforms making one “hero” video and hoping it works.

Want to tell me a bit about your product so I can translate these lessons into a concrete plan for you?