How Sanjay Tulsiani Turned 800 Followers Into 14,000 and Kept His Business Growing for a Decade
I need to tell you about a transformation that changed how I think about video production.
In 2012, I started working with Tech2 Business Solutions in Chicago, Illinois. Sanjay Tulsiani, the President, was a startup entrepreneur trying to make his staffing company succeed. His social media following sat at around 800 people. His web presence was minimal. And he was fighting an uphill battle for public perception in a competitive market where perception determines survival.
He needed more than a video. He needed a communication system that could bypass the noise and connect directly with clients and candidates.
The Before State: When Good Intentions Meet Amateur Execution
Before we started working together, the company was doing what most organizations do – they were trying. They had people on camera. They were posting content. They were making an effort.
The problem wasn’t effort.
The problem was execution. When you watch someone on camera who hasn’t been coached, you see it immediately. The ums and ahs. The eyes drifting off-screen. The awkward pacing back and forth like they’ve got a rock in their shoe. No physical cues to punctuate their points — you know, the classic one-two-three finger count that gives viewers a visual anchor. No measured timbre in their voice. No ability to punch down specific points with the kind of emphasis that makes people lean in.
I call it the baptist preacher problem. You need to be able to preach a little bit to get your point across on camera. Most people can’t do that without training.
And here’s what the research confirms: 89% of consumers report that video quality significantly influences their trust in a brand. When your video looks amateur, people make an instant judgment about your competence. They file you away as someone who isn’t serious before you’ve even made your point.
The Specific Changes: Building a Communication Architecture
I proposed something different. Instead of one-off videos, we would create live streaming infomercials — what I called infotainment — about the company’s services, approach, and people. We called it “The President’s Perspective.”
The content focused on how Tech2’s programs contributed to workforce wellness, hiring quality, and operational efficiency for clients. We weren’t selling Sanjay personally. We were showing the work.
But content strategy alone doesn’t create transformation.
The real work happened in on-camera coaching. Both my wife and I are experienced actors with decades in front of cameras and audiences. We brought that performance training to Sanjay and his team. We taught them how to use physical cues. How to control vocal dynamics. How to maintain eye contact with the camera lens like it’s a person. How to move with purpose instead of nervous energy.
We taught them the mechanics of trust transfer.
This matters because 87% of video marketers report that video has directly increased sales. But that only works when the video quality signals competence. When viewers can tell the difference between something poorly put together and something made with professional care.
We streamed across multiple platforms — YouTube, LinkedIn, Facebook, and a local business podcast. We created consistent touchpoints where clients and candidates could see their company leader communicating directly about the work being done on their behalf.
The Measurable Outcome: When Numbers Tell the Story
Six months in, the numbers started speaking.
- Followers grew from 800 to 14,000. That’s not just a metric — that’s 13,200 additional people who chose to pay attention to what Tech2 Business Solutions was doing.
- Web traffic increased by 900 percent.
But here’s the outcome that matters most: his company sustained growth and market visibility for more than ten years. In a sector where perception determines survival, he built a communication system that sustained Tech2 through multiple competitive cycles.
The research backs up what we saw. Companies using video marketing grow revenue 49% faster than those that don’t. Websites with video have a 4.8% conversion rate compared to 2.9% without — a 66% improvement in performance.
Those numbers apply to commercial conversion, but the principle holds for business reputation. Quality video production compresses the gap between intention and impact.
What Actually Changed
The transformation wasn’t about making Sanjay look good on camera. It was about eliminating the friction between his message and his audience.
When someone watches amateur video, they’re constantly distracted by production problems. The shaky camera. The bad audio. The presenter’s discomfort. All of that creates cognitive load that prevents the actual message from landing.
Professional production removes those barriers. On-camera coaching ensures the presenter can deliver with confidence. The combination creates a clear channel for communication.
I’ve seen this pattern repeat across 35 years in this business. The organizations that invest in professional video production and performance coaching consistently outperform those that don’t. The gap isn’t small — it’s measurable in followers, traffic, conversion rates, and in this case, sustained business success.
The Ripple Effect Nobody Talks About
Here’s what happened after Sanjay saw himself in the finished product.
He immediately referred other business leaders. When clients see their own best performance, they think of others who need the same transformation. That moment of recognition — “this is me, but better” — becomes the most effective marketing tool I have.
It also increased buy-in across his team. When the company president looks polished on camera, everyone else wants to match that standard. His director of operations wanted coaching. His client-facing staff wanted training. The transformation cascaded through the organization.
This creates what I call team synergies. You’re not just producing videos — you’re raising the performance ceiling for an entire organization’s public presence.
Why This Matters Beyond One Case Study
I’ve worked with staffing and law-enforcement-related tech for years. I built a mobile application platform for anonymous crime tips that grew from startup to serving 69 cities, the entire state of North Carolina, and multiple federal agencies. We reached $13 million in sales in less than three years.
That work taught me something about communication gaps. There are holes in the communication strata between institutions and the people they serve. Video production, when done right, fills those gaps.
But only when it’s done right.
Sanjay’s case demonstrates what happens when you combine strategic content planning with professional production and performance coaching. You don’t just make videos — you build a communication architecture that transforms how an organization connects with its audience.
The metrics prove it works. The longevity proves it lasts.
And the referrals prove that people recognize the difference between amateur effort and professional execution.
What You Can Learn From This
If you’re producing video content for your organization, ask yourself these questions:
- Are your presenters trained, or are they just trying their best?
- Does your video quality signal competence, or does it create doubt?
- Are you building a communication system, or are you just making one-off videos?
The difference between those approaches shows up in your metrics. It shows up in how long people watch. It shows up in whether they take action after watching.
Professional video production isn’t about making things look pretty. It’s about eliminating the friction between your message and your audience. It’s about building trust through consistent quality. It’s about raising the performance ceiling for everyone who represents your organization on camera.
Sanjay understood this. He invested in the coaching. He committed to the consistency. He built the system.
And his company maintained growth and visibility for a decade in a market where most startups struggle to survive one cycle.
That’s what happens when video production quality directly impacts the metrics that matter.
