I went deep on generative video, putting in 500 hours to figure it out. These are the 5 most important, non-obvious lessons that will save you time and money.
What I've Learned From 97 Companies
Across 234 angel investments, including Anthropic, a few patterns in generative video come up again and again.
The founders who handle generative video well understand that timing is everything in this game.
The Framework That Actually Works
Here is a simple framework for evaluating generative video. It's not complicated, but it requires discipline.
Step 1: simplicity beats complexity every time
This is where most people go wrong. They skip this step entirely and jump straight to execution. Don't do that.
Step 2: you need to move fast and break things
Once you have the foundation right, this becomes much easier. I've watched founders struggle with this for months when the answer was staring them in the face.
Step 3: Iterate relentlessly
Nothing works perfectly the first time. The companies that get generative video right treat it as an ongoing process, not a one-time project.
Lessons From the Trenches
I want to share a few specific lessons I've picked up over the years. These aren't theoretical. They come from real companies, real failures, and real successes.
Lesson 1: The best time to start thinking about generative video was yesterday. The second best time is now. Don't wait until you have the perfect plan.
Lesson 2: Hire for attitude, train for skill. The best people at generative video are rarely the most technically gifted. They are the most curious and persistent.
Lesson 3: Your competitors are probably getting this wrong too. That's your opportunity. While everyone else is following the same playbook, you can zig when they zag.
This connects to broader themes around Sora, image generation, Stable Diffusion that I've been thinking about a lot lately.
Wrapping Up
I've shared a lot here, and I know it can feel overwhelming. But you don't need to get generative video right on day one. You just need to get started and keep improving.
Founders who do well at generative video tend to share one trait: they're relentlessly practical. They don't chase perfection. They chase progress.
That's the mindset I'd encourage you to adopt. Start where you are. Use what you have. Do what you can. And keep pushing forward.
As always, I'm rooting for you.
Frequently Asked Questions
Q:Which item on this list has the highest impact?
It depends on your stage and context, but in my experience, the items near the top of the list tend to have the broadest applicability. That said, sometimes the less obvious items create the biggest breakthroughs for specific situations.
Q:Can I implement all of these at once?
I'd strongly recommend against it. Pick the 2-3 items that resonate most with your current situation and focus there. Trying to do everything simultaneously is a recipe for doing nothing well.
Q:Are these recommendations still relevant in 2026?
Absolutely. While specific tools and tactics change, the underlying principles remain consistent. I update my thinking regularly based on what I'm seeing in the market and across my portfolio companies.