Developing an 80/20 Mindset

There’s a quiet revolution happening in the video production world.

While most production companies are hustling for the next job, pricing on gut feel, and staying stuck in a cycle of busy-quiet-busy, a smaller group is quietly building businesses that are focused, profitable, and sustainable.

This group isn’t louder. They’re not always more talented. But they’re operating differently.

They’re the 20%.

The concept of The 20% comes from the Pareto Principle, often called the 80/20 Rule: the idea that 20% of inputs create 80% of outcomes. It’s one of the most reliable patterns in nature, business, and behaviour.

In the world of video production, the top 20% of businesses win the majority of the work. They attract the best clients. They make the kind of work they’re proud of. And they do it with more ease, clarity, and control.

So what are they doing that others aren’t?

This podcast unpacks what separates the 20% from the rest, not just in tactics, but in mindset and decision-making. You’ll walk away with clarity on what to stop doing, what to start focusing on, and how to build a business that finally works.

The Problem with the 80%

Let’s be honest. Most video production business owners are stuck on the treadmill.

They’re working hard. They care about their clients. But the business feels reactive. There’s little predictability, and it can feel like you’re constantly behind.

Work comes in from referrals, or it doesn’t. Pricing is often guessed, rather than set with intention. Time is spent juggling clients, editing late, fixing problems, chasing payments.

There’s no consistent lead generation. No real marketing engine. Often no clear positioning. And when the pipeline slows down, the panic kicks in.

You know the work could be better. You know the clients could be stronger. But the space to think clearly, let alone make meaningful changes, feels like a luxury you don’t have.

That’s the 80% - busy, stretched, and always behind.

But there’s another way.

The Mindset of the 20%

The top 20% are playing a different game.

They’ve chosen to stop winging it. They’re not trying to grow for the sake of ego or size. They’ve defined success on their own terms.

They focus on what matters. They ignore what doesn’t. And they make business decisions that create more freedom, not more complexity.

Importantly, they’ve stopped trying to be all things to all people. They’ve simplified, niched, and built video business systems. They’ve made peace with doing fewer things, better.

They still have challenges. But they face them from a position of stability, not survival.

Here’s what they do differently.

1. They get clear on who they serve

Instead of saying yes to every brief that comes their way, they get intentional.

They define their ideal client. They learn their industry. They build content and messaging that speaks directly to that audience.

As a result, they don’t have to chase. Clients start coming to them.

2. They develop repeatable systems

Most businesses rely on the founder doing everything manually. The 20% identify what works, then systematise it.

From proposals to onboarding to delivery, they build processes that save time, reduce mistakes, and create consistency.

That means less firefighting, and more time for creative work.

3. They know their value

They’ve moved past pricing based on fear or comparison. They’ve clarified their positioning and understand the outcomes they deliver.

They know how to talk about results. They have confidence in their offer. And they charge accordingly, with clients who respect and trust them.

4. They stop trying to do it all

They delegate. They outsource. They work with trusted collaborators.

They focus on the high-value parts of the business where they make the biggest impact, and let go of the rest.

That’s how they stay creative, focused, and sane.

5. They invest in real support

They’re not trying to figure it all out on their own.

They work with coaches. They join groups. They connect with peers who challenge them, share ideas, and keep them accountable.

They understand that proximity to the right people changes everything.

6. They run their business like a business

This might sound obvious, but many video production businesses operate more like freelance studios than companies.

The 20% treat their business seriously. They set targets. They measure performance. They work from a plan. They build an asset, not just a series of gigs.

7. They think longer-term

They’re not obsessed with the next job. They’re focused on building a brand, a pipeline, a legacy.

They build assets. They create content. They stay top-of-mind. Over time, the compound effect kicks in, and things get easier.

8. They value time more than money

The 20% know that time is their most precious resource.

They say no more often. They block time for deep work. They create white space to think, plan, and rest.

Because a business that consumes all your time is one that will eventually burn you out.

9. They let go of what no longer fits

As you evolve, not everything comes with you.

The 20% are willing to walk away from clients, services, and habits that no longer serve the business they want to build.

It takes courage, but creates momentum.

10. They choose their own definition of success

They’re not measuring success by awards, followers, or how busy they are.

They define it by freedom, fulfilment, and the ability to do great work with good people.

Choosing to Be in the 20%

Here’s the truth: being in the 20% isn’t about having more talent or better luck.

It’s about making different decisions.

Choosing to focus. Choosing to build. Choosing to do the work most avoid.

That’s what separates the top performers from the rest.

And that’s what The20, my group coaching program for video business owners, is designed to support.

It’s not for everyone. But if you’ve read this far, it might be for you.

We go deep on all the ideas in this post. We implement. We review. We move forward.

If you're ready to stop reacting and start running your business with clarity and intention, you can find out more here:

Final Thought

Most won’t. You can.

You don’t have to do it alone. But you do have to choose.

The 20% isn’t a special club. It’s a mindset. A commitment. A way of working.

And it’s available to anyone ready to step up.