The roots.

"The roots of education are bitter, but the fruit is sweet." – Aristotle

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Our founder, Angelo Morgan-Somers, author of 'Do Bitcoin', is a young Bitcoin consultant and videographer from West Wales. 

When he was 12, he sustained life-threatening injuries and was forced to confront his mortality. This led him to leave school and educate himself online in a faster and more efficient way. 

A year later, he discovered Bitcoin and began his journey down the rabbit hole. Angelo has since helped to manage multiple seven-figure Bitcoin portfolios. 

He has given talks at events around the UK, advised companies on their Bitcoin strategy and wrote a book that aims to make Bitcoin understandable to the masses. 

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The good, the boring and the confusing.

While undergoing his alternative approach to education, Angelo consumed mountains of online educational materials, largely in the video format. He saw the good, the bad and the ugly of video communication—and boy is there plenty of ugly. Well, in the case of video, it’s more like “The good, the boring and the confusing”. 

Among the boring and confusing were the productions of many companies who clearly had no experience with video content, neither its production nor consumption. See, there’s a difference between passively watching video content, and studying it. 

Our founder studied video production, and noticed a few things about it. 

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1. Video is a delivery mechanism of information. 
2. The more effective the delivery mechanism, the more effective the information. 
3. The efficacy of the delivery mechanism is predicated on the delivery destination - the viewer. 
4. To optimise the delivery mechanism, you must understand the viewer. 

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This is very conceptual, but what does it mean in practice? 

Well, imagine the information you are delivering is… well… a little boring. A tutorial for accounting software, for instance. 

From the viewer’s perspective, they have to expend effort to keep their attention focused on the information. 

However, if we bake attention-retaining segments into the video itself, the viewer has to dedicate less brain power to managing their wandering attention, and they can use the extra brain-power to absorb the actual information. Pretty neat.  

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Education

"Education is what remains after one has forgotten what one has learned in school." – Albert Einstein

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Floodlights

The second definition of education found on Google is ‘an enlightening experience’. Whether a video is an informational description of a new product feature, or a promotional advertisement, its purpose is to shed light on something: to enlighten. 

There is a big difference between an iPhone torch and a floodlight. If you want your viewers to receive your message the way you intend, you need to make sure you’re utilising the medium of communication correctly. 

This doesn’t only apply to learning materials, though. Any promotional videos are aiming to communicate the brand to the viewer, too. 

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Bitter

Some information goes down easier than others. For instance, if the information you are trying to convey to your audience is that your software is half-price this Friday, that’s pretty easy to understand. 

However, if you’re trying to explain how your software works, that might be a little harder for the viewer to grasp. But companies often need to explain… “less-than-interesting” information to their customers. That’s where we come in.

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VX

Professional user experience (UX) designers spend their days putting themselves in the shoes of their users, so to speak. They do this to make the use of their product as easy and seamless as possible. 

Unfortunately, once the product has been developed, and it’s time to make some video materials explaining what it is or how to use it, the same level of empathy is rarely applied. 

At Permissionless, we apply the principles of UX to our client’s video efforts, basing the video production process around the viewer experience. 

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Why create Permissionless?

"Education is a better safeguard of liberty than a standing army." - Edward Everett

Permissionless was created as an opposing force to the ineffective use of video. 

Content rules the world, and video rules content. If you’re not utilising video correctly, you’re doing content wrong.

With a focus on educational content, Permissionless aims to set a new standard for company to customer communication. Especially in the Bitcoin industry, where good educational material is needed more than ever. 

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Let’s Talk

Worried that you’re not utilising the medium of video to its full potential? Let’s talk, we can help.