Mike Michalowicz is the entrepreneur, speaker, and bestselling author behind Profit First, Clockwork, and Get Different — a body of work that had already established him as one of the most trusted voices in small business strategy. When he launched Fix This Next, the book that gave business owners a clear diagnostic framework for identifying the most important problem to solve at each stage of growth, he needed a video ad that could communicate that specific value compellingly to the audience that already trusted him and introduce the book credibly to the audience that didn't yet know it. COURSE produced it.
Creative concept development started with research into Mike's target audience of business owners and the specific pain the Fix This Next framework addressed — the experience of working hard on the wrong things because there was no clear way to identify which problem to prioritize first. That insight gave the ad its emotional hook: a business owner watching the video had felt that confusion, and the ad needed to name it before offering the book as the solution. The concept was developed around the book's core premise rather than its features — communicating the transformation it offered rather than describing its contents.
Scriptwriting produced a concise, emotionally resonant script that grabbed attention in the opening seconds, built intrigue around the Fix This Next framework, and made the practical value of the book clear in the time available before attention moved elsewhere. Filming with Mike captured his charisma and the authentic energy that made him a trusted voice for his audience — professional-grade equipment and techniques giving the footage the polished quality that a WSJ Best-Seller launch required. Working closely with Mike and his team ensured the footage reflected his personality and the book's essence rather than a generic promotional presentation.
Post-production editing built the final ad with dynamic transitions, captivating music, and on-brand graphics that elevated the production value and maintained viewer attention through to the call-to-action. Professional voiceover narration added depth and emotion — a complementary voice that conveyed Mike's expertise and passion while giving the visual content its audio dimension.
The video drove significant traffic to Mike's website and sales platforms during the launch window, contributed to a notable lift in book sales, and reinforced his standing as a leading thought leader in business strategy.
