Is Recovery Possible?
What a year it's been. I've never felt more uncertain, asked myself more questions, or made more effort to understand myself and my vision than this year.
2024, you were almost the kiss of death.
This year felt like a return to form. Looking at what worked in the past, upgrading things, setting myself free from rigid thinking, and being more of a visionary than an implementor.
Here's a pitfall that's worth noting. I get things done. I work hard, make plans, and execute them. I've always had the action side. Ideas have always been a shortcoming. I'm more of a soundboard. I'm great at hearing ideas, seeing the hurdles, and removing them, but coming up with the ideas, damn, it's always a roadblock for me.
This year, I spent time thinking about what I really do, what I bring, and what I value, and strategizing around that. I feel more like the visionary I need to be for me and my people.
What Started the Change?
I ditched all self-education for a solid 60 days. The learner in me wrestled with this, but it gave me so much clarity. Here's what happened. I reconnected with my inner artist. This has been my favorite part of this year. When I was hurting, I journaled, jotted down ideas I had, reflected on my feelings, and one of my favorite outcomes was writing a few scripts, something I've never done before. Honestly, I convinced myself I didn't belong on the concept side of things, that my ideas weren't anything more than a visual experiment, but the exercise was what mattered.
Who knows if I will ever produce the few scripts I wrote, but I learned that knowing the process will help me ask better questions in the future. It's also letting us refine some of our client work. We have a few new processes, documents, and guides that are helping on the story side of our work.
Being an artist again has felt so empowering. Each project since May has felt special and fuelled my desire to keep figuring this "entrepreneur thing"Â out better.
I'm reading again, but a little differently. Here's the best way I can explain it: From 2011 to 2018, I was all about the lights and cameras and making the dopest videos we could for any opportunity. This built our reputation for uncompromising problem-solving, but it didn't make us rich or capable of running a healthy business. In 2018, I started doing deep dives into podcasts and books for self-improvement. I became obsessed and learned (and I'm still learning so much).
Here are a few stand-out books from the year
Like Brothers by Jay & Mark Duplass (thanks, Trevor, this was the most fun book to read)
Win without Pitching Manifesto by Blair Enns (read this one 8 times this year)
Slow Productivity by Cal Newport (Rethought work big time)
They Ask, You Answer by Marcus Sheridan (An excellent marketing book for business owners of any sort and cheat code for creatives)
Go-Give by Bob Burg and John David Mann (Re-reading again and again)
Shoe Dog by Phil Knight (Fun story about business and how we don't really know what we are doing)
Unreasonable Hospitality by Will Guidara (Helped me think in service better to help everyone)
10x is easier than 2x by Benjamin Hardy and Dan Sullivan (Helped me look at my past and set a new vision)
You Are the Brand by Mike Kim (Always a 10/10 read)
Choose Your Enemies Wisely by Greg Dinkin and Patrick Bet-David (Quick and robust framework for how we think about others)
$100 Million Leads by Alex Hormozi (Content marketing allows me to express myself freely. I want to avoid wasting effort.)
Speed of Trust by Stephen M.R. Covey (Powerful thinking on how important trust is to any relationship)
I started to really lean into process creation, streamlining work, and finding creative ways to make projects more value-driven and allow us to grow. We landed more work, had some profitable years, and the business side started making more sense for us and our clients—getting to that old win-win thing people talk about. It felt nice. However, in typical Josh fashion, I over-indexed. I don't know if that's what it means to Josh around, but when I learn something, it can be all-consuming.
From 2018 to 2023, we had many wins, but our work became sterile and predictable. I contributed to our decline in many ways by not pushing ourselves correctly. All action and no vision is just as bad.
Where we excelled was in deliverables. We would give super comprehensive deliverables for every project so clients could interact, tell their story, and make an impact. However, we cut back on the story and creative ideas, stretching our vision to spend hours editing more minor content marketing that helped clients and left us a boring brand. It's going to take me years to repair what I did.
Reality check: Our work is pretty high-level. The visuals are great. We pay attention to small details. The most dangerous thing here is that what was missing could be felt. Our projects weren't always connecting the way we wanted. The experience felt more rushed than special. When I share this, it is way deeper than visual quality. It's hard to explain.
This brings me to the present day and what I see as a trend. The bubble is popping.
Content v. Filmmaking.
They go hand in hand and should, but they are different. We leaned too far toward content marketing instead of what we are strongest at: storytelling. We learn about our client's vision, give them additional clarity, and cast a bigger purpose for their projects, getting them excited about the creative process. I'm trying to bring JECP back to that, but it's balance.
Content is like calories. It's food. It's filling, but is it all we should eat? We became fast food and compromised our 4-star experience. At least that's how it felt. Sometimes people need calories. Other times, they need experience. Something that goes beyond filling to meaningful. Memorable. People shouldn't want us for the fast food. They can get that anywhere. They can make it themselves. So, we're rethinking the experience, stories, and impact we're setting out to make. After all, we all need diversity in our diet. I love fast food from time to time, and I enjoy cooking wonderful meals for my family and friends. There's a place for both.
My clients need to be successful marketers. We will still provide content marketing for clients when they choose, but it'll be a separate add-on instead of a given. Most of the best content marketing is DIY or some combination of videographers with internal-led decisions. This is something I don't have the bandwidth for. I want to tell stories and give what can't be achieved through our emotional storytelling, docu-style capabilities, and deep knowledge and resources in production. We do better as filmmakers who use stories to fuel content marketing.
My network is rich with talented individuals and production solutions, and what I love most about this career is building meaningful relationships with my clients and crew. It's what drives me. I put great teams together. I have strong ties. I create opportunities. I build brands. I create confidence in anyone around me. So JECP will become that.
So where does that leave things? It's a rebirth.
Over the past handful of years, we've had JECP, PRSRVE, Myelin, Theal, and Room 228. Each is niched because that's what you're supposed to do, right? Niche down and serve specific audiences.
Well, all you niche experts are about to come at me with pitchforks. People hire Josh Emerick. Why? They trust me because I care, ask good questions, and use that information to build great teams and smooth-running projects. We do kickass work.
So, death to Myelin. Death to Theal. Death to this era of JECP.
For those who don't know, JECP was mostly focused on music videos and the music industry. PRSRVE was our wedding film brand, supporting couples. Myelin was focused on brand storytelling for businesses. Theal was my coaching business for creatives and consulting brands on marketing strategy.
JECP is getting an upgrade. JECP, formally J. Emerick Cinema & Photo, is now Josh Emerick Consulting & Productions. More fitting for what we do.
So, we're combining all of what we do under JECP. It's brand storytelling, music videos, consulting, and even weddings if the story is right. What we do is learn about our clients, apply storytelling and strategy, and deploy that into production. We help you grow and become confident in your marketing efforts. It's relationship and trust at the forefront. We help people slow down, gain clarity, and then turn what we learn into content, rich with emotion, story, and connection that drive results.
Room 228 gets love a little later. Be patient with me.
Do the Hard Things: A departure worth noting. Business decisions are more than just logical. They are emotional. The hardest part is navigating the emotion. I cut many subscriptions, services, and processes that made my life and client's lives easier. They were liabilities more than assets. We gave up the studio. I sold gear, downsized, traded, and brought back a few old habits like buying used and asking more favors. Humble yourself. Do more with less. It's been an exercise in creativity. At first, I hated it, and my pride took a hit, but now I feel free. I feel lighter. I feel smarter. I cut over $13K in expenses for the year. Some I really wish I had, some we didn't need. Most of this has forced me to be more precise and refine new processes, and it's all been a step forward.
When we started, we sold photo sessions and video services. These days, I'd say what we sell is partnership, strategy, and trust, which translates into a production that solves a band, business, or brand's problems.
When I work with someone I want to share my mind and how we think about things, not to come in as a button pusher. It just isn't enough to make a pretty image or make a dollar. I need purpose. Both parties are growing and challenging themselves. The experience is deeply important to me.
At the tail end of 2023 and the start of 2024, I even got scared and decided to try some one-person type of shoots just to keep the lights on. We all need money. I streamlined the process, made it really easy to work with us, and saved some people some serious dollars on production. It was soul-crushing, boring, and did little for me. I hated it personally. It felt more off-brand than anything else—a short-sighted instant gratification experiment.
I started this business not knowing much about video production. I had friends along to tell me when I sucked, call out my bad ideas, veto my overindexed thinking. I work best in a team with trusted creatives around me. This is how we have built our reputation. If I had kept up with the other route, I would have built a profitable business, but ultimately, I would have been unsatisfied. Money isn't everything.
So, JECP is about building projects with passion and purpose and forming true partnerships with the clients who decide to trust us. This is slower and less efficient but more effective in hitting the most important goal: building a business that makes a difference.
Where's the heart in business? What do people want?
The creative industry is a wreck. I was fed up, frustrated, and over the business when I shared that video about my concerns. Additionally, I was also ashamed, guilty, and sad. I had over 50 deep phone calls/meetings with friends, creatives, and non-creative-industry business owners, all feeling the same way. Some offered encouragement, others shared their stories of pain and uncertainty, and others confided in me for a solution. We got closer. This is the power of vulnerability, but having a community is even more critical. While I don't have a mass following online, I have A LOT of really close relationships and have given as much of myself as possible. My heart beats for the creative industry. When we share and help, we win together.
What I hated the most about putting out that video was the discouragement I created in a few. I heard a handful say, "If you can't make it, then how can I?" This breaks my heart. I don't have anything figured out, and truthfully, so many of my problems are self-created. We are all different and unique, and bring something someone else doesn't to the table. I'm sorry if I hurt you or made you question what success looks like. I'm rooting for you. People rooted for me, and it meant everything in this uncertain time. Words have power for good or bad. I'll leave you with some wisdom that's helped me.
"It doesn't matter what happens. It's how we choose to respond."
I've been responding with curiosity, kindness, compassion, and gratitude.
Speaking of curiosity. I had a conversation with my friend William Fairbanks, and one thing stuck with me.
"What will you do to rebuild your crop, and when you do, how will you protect it?"Â
Powerful, to say the least.
I've rebuilt my crop several times over the years. I'm confident in that, but the second part is key. For me, it translates to what I'm fighting for long term. It's time. Time to work on the things I want.
It's not all business for me. I serve my clients well and give my all. This time around, I'm setting more time aside for passion projects—my future—short films, features, documentaries, and brand-building opportunities. Not to make money (at least as the primary goal) but to be an artist. That version of me is important.
Rediscovering My Inner Artist
The artist in me saved me. All those conversations and feelings woke me up. Writing those scripts helped feed my inner spirit. Ross and I started getting to work this year on passion projects again. We approached them differently. We went slow. We did shorter shoots. We worked less efficiently and treated them more as hangouts where ideas came out, and we didn't rush anything. It has been so damn fun, and it's influenced our client work too. Bite off less and do it better. A new standard.
I want my time back, so we are considering how important it is to work less, plan more, and be selective with the right clients vs. all clients. Additionally, we know so many talented creatives that when we decline work, we want it to be more of a handoff to the right creative than a rejection.
Going to brag for a minute. If you're still with me, I think you'll enjoy it. We wrapped up a project from 2021 that was a horror comedy crime short film as a proof of concept to feature. We are also midway through another dramatic, cult horror proof of concept that we are stoked about. I've attached myself to 3 documentary proofs this past year; we're shooting more and more shorts, partnering with friends to create show pilots, and staying busy. We have so many plans in the works. Some could turn into real things that we get to crew our people and bring some narrative work to life. Creating those jobs and telling those stories feels so exciting to me. This is what I'm really fighting for. The work has been so dope, and we've been able to do this through our current clients' work.
A book I read in 2018 that changed things was Profit First by Mike Micholowitz. I abuse his system a bit, so please don't tell him. The basic idea is to shift from self-created jobs to business owners. Putting profits aside early and paying yourself a portion every quarter. We broke the rule. I didn't take any vacations or treat myself this year. Instead, we shot short films. Your profit is supposed to be play money. Well, I guess I didn't break the rule entirely. These short film ventures have been so much fun, and that's been the energy we've brought to every one of them.
Room 228 is Ross's baby. It's his brand and company to produce stories for ourselves or others in the form of shows, films, docs, etc. While we asked tons of favors to do these passion projects, I did invest our profits into rentals and food through each shoot. It's not much, but due to our unique projects this year, we could support each project better and build the future dream. It's motivated me to land better deals, push the business forward, and fight for that time.
Client Love
Okay, it's time to praise the clients and projects. Our bar has been raised, and what we are doing right now will be a part of JECP history that marks a high point (not THE high point, but one of them). For the above reasons, I felt burnt out on projects beyond payment. None of it felt like it mattered. So what matters when I think about projects? Respect, trust, creativity, growing, and challenging ourselves.
I flipped the script. I clarified with any project that my expectations were this, and if those didn't match, we should work together. I didn't want to waste my time. Initially, I felt a little bad, but this transparency has been a huge key in rebuilding. Most thanked me, worked just as hard, and I have my clients to thank because that energy has been good fricken vibes. I love the work we've been doing.
One word comes to mind when I think about how these conversational dances went: creative autonomy. We know what we want and what it takes. Compromise is a thing. We all have to make adjustments. Filmmaking is full of alternative ways to do the same thing. Just like filmmaking, I infused more creativity and vulnerability into every conversation. I educated, shared, and was forward about what I wanted to bring. Don't be a bully. Be bold, honest, and caring.
Here's the current hit list
Makers Social | Founders film & 4 Social Ads
DEMO 1 x Serif Creative | Event Coverage Doc-series
Nationwide (John, Rory, Kenny & Greg) | Leadership, Podcast, Culture, Product Launch films and the list goes one
Contrast Films x Talent Smart | Documentary
Dreamwalker | Concept-Driven Music Video
Robert Jocson | Video Vaas
Cowgirl Hustle | Founders Film Mini-Doc & Commercial
Ghostwave | Story-Driven Performance Video & Promo
When I think about client work, it's all relationships and ongoing, so I'm working toward 20 clients or less in 2025. We have a lot of reoccurring work, and ideally, each quarter, we work with reoccurring clients and, at max, 2 new clients per quarter. This lets us focus less on project size and more on bandwidth, quality control, and working together long-term. It's a theory for now, but looking at our best years, this is spot-on to trends and lets me think deeper about where every project sits and fits.
Today, I'm feeling more optimistic and excited to share more about the rebrand and uncover more of the new JECP. It's a lot of heart. We're doing really great work, both for clients and ourselves. I'm genuinely excited for everything to come. We're still down financially, we still have a lot of work to do, and we still have mistakes to make, but as the leader, I feel a sense of optimism I haven't felt in a while. I'm ready to get to work. I'm ready to do the hard things.
The Damn Good Stories era continues. You ready?
All love,
-Josh
P.S. Want to Dive Deeper? Check Out the New JECP Playbook
If this update resonated with you and you’re curious to see where we’re headed, I’ve put together our new JECP Playbook. It’s a concise guide laying out our vision, approach, and the processes we’re refining as we step into this new era.
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