epic looking product update video

the product shots are stunning
clipping is pretty epic both execution and choice of shots
nice sound fx
good choice in making music uplifting when starting to talk about the product & dropping out when starting the actual update

but

very hard to understand what the problem is and how the product solves it
script sterilizes beff's personality
very long
lighting of interview doesnt match the music and vibe (too bright and happy)
should have said what the news is right in the beginning

big fan of product update videos especially for deep tech cos like this with long R&D horizons.

but these are still subject to the laws of content. keep it short, IQ 60 (unless your audience truly doesnt trust you if its not at their level, which is rare), and deliver the core message and wow moment in the first 10 seconds.

aside from missing that, I think the biggest challenge I have with this is that it doesn't quite feel like the founder's voice.

beff is flowery with language to say the least, and this certainly aligns to that, but the script misses some of the humor and off the cuff brilliance that beff is known for

if they had done an interview format vs a scripted format it might have landed better. or even ran an LLM on his tweets to write the script.

last point is about clarity. there's temptation in our industry to use big words but as paulg always points out, its always the wrong decision because it creates distance between you and the viewer/reader (and imo conveys lack of confidence)

so stuff like, "enables stochastic program execution via in memory pipeline parallel-sampling... readily map it on thermodynamic hardware"

sounds cool but is incoherent to even pretty technical people.

if you want people to adopt your product or invest in it, you need to speak their language and clearly say how it solves their problems

either way, extropic seems like a legitimate breakthrough technology and its very exciting to see legendary creators like beff in the arena doing big things.