First, we get ourselves out of the way.  Preconceived notions, our own subjectivity, all that.  The whole game is won or lost on the ability to communicate with your audience, your public, how your product or your service, or your message enriches their life or helps them in some positive way.  Why it's good.  Or fun.  Or compelling.  Every nuance is considered.  The specific rules may change for an industrial video, or an instructional piece, but the basics remain the same.   Quality, care, judgement, design, creativity, time, budget.

Careful planning and preproduction are in place.  Your project is guided by a creative editor.  Trafficked and scheduled by a production person with a punch list.  Tim hovers from time to time, makes a suggestion.  There's a definite channel, a workflow and your job is handled by people who are not easily satisfied.  It's a process by which, you and we can do some very good to great work.