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Refocus: Cutting-Edge Strategies to Evolve Your Video Business Paperback – Jul 15 2009

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Product Details

  • Paperback: 288 pages
  • Publisher: Peachpit Press; 1 edition (July 15 2009)
  • Language: English
  • ISBN-10: 0321635302
  • ISBN-13: 978-0321635303
  • Product Dimensions: 17.7 x 1.3 x 23 cm
  • Shipping Weight: 590 g
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: #1,200,179 in Books (See Top 100 in Books)
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Product Description


”Ron and Tasra will help you move mountains in your business.”
—Lance Gray, CEO, PixelPops Design, LLC

”I know how busy we all can get, but if you read this book and apply the information, it will turn your world around.”
—David Robin, David Robin Films

About the Author

Ron Dawson is President of Dare Dreamer Media, a new media marketing agency and production company whose clientele has included Apple, Adobe, Kodak, and Intuit. He is an international award-winning producer, two-time Videographer of the Year for his regional association, and twice named to the EventDV Top 25 most influential event video producers in the world. He writes a weekly blog about business and branding at

Tasra Dawson is an award-winning author who has reached billions of viewers internationally via appearances on NBC, ABC, Deeper Living, and Harvest TV . She is a driven entrepreneur who hosted a weekly online show, authored an award-winning book, trained corporate executives, and launched Dare Dreamer Press, all within the last five years. Prior to her position as Creative Director at Dare Dreamer Media, Tasra was a trainer, designer, writer, and project manager at Apple, Inc.

Inside This Book

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews

Format: Paperback
Most videographers are artists first, business owners second. REFOCUS is both a story of how the authors evolved their business and a guide for others to follow in their business success. It not only covers the essential business concepts all video business owners need, it gives real world examples that are relevant. If you own a video business you need to own this book.
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By Alan Auld on Oct. 16 2009
Format: Paperback Verified Purchase
Excellent book for those starting out in this exciting field. A lot has changed over the years. I've been in the business for over 20years and still have lots to learn. This book got me up to speed.
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Most Helpful Customer Reviews on (beta) 12 reviews
7 of 7 people found the following review helpful
Refocus is a Handbook for the New Media Videographer. Aug. 13 2009
By billjv - Published on
Format: Paperback Verified Purchase
I have just recently started my own video production business. When I saw the description for this book, I was excited that it might have at least some good information relevant to me. What I wasn't prepared for was that this book is full of information and advice I needed, at the most important time for me to have it! Rarely has a book ever coincided with my own life's timing quite like this one did.

For videographers and media producers this book offers a huge amount of great information on all kinds of topics related to a videographer business (or any business, but specifically for videographers). The section on sales and marketing is particularly helpful, and is as current as something like a printed book can be at the time of its publication. All of the info is very practical - it's obvious that the authors have lived their advice, and learned from their successes as well as their challenges. The book works to include lots of detail on both wedding videography and corporate video within it's scope, and has much advice that is applicable to both realms - although another book completely dedicated to corporate and higher-end videography and film would be a great follow-up to this book.

Most of all, it's obvious that the Dawsons love what they do, and love to share their experiences, advice and more with their readers. Their sincerity and subject knowledge make this book worth every bit of the purchase price. I know my video business will benefit (in fact it already has) from this book - and yours will too.
1 of 1 people found the following review helpful
Easy to read and full of great info. April 23 2010
By Jon - Published on
Format: Paperback Verified Purchase
For the past few years I have wanted to start my own video production business. I had some know-how as far as editing and shooting were concerned, but little else. A few months ago I was looking for some resources to help me out and came across Refocus. This book has been a very useful guide for getting me on my way to having a working business. The marketing and branding sections were great for me, I have very little experience in those areas. Additional reading lists and online resources add great value to the book. The chapters are straight forward, engaging, and easy to read. I'd definitely recommend Refocus to anyone interested in going into (video) business for themselves!
1 of 1 people found the following review helpful
Excellent "firestarter" to start your own video production business!! May 2 2010
By Roberto G. Rivera Sánchez - Published on
Format: Paperback Verified Purchase
It takes you step by step on analysing your abilities and posibilities this type of media offers in this era of technology and artistry. It's not about the great technology needed to perform professionally (as sometimes the magazines tend to sell to you), but about how can you make the best stories flourish (whether it is for personal or commercial purposes), and touch peoples lives with whatever you can get your hands on!! On the other hand, it helps you on the process of building your own video production business, or reorganize and restructure it, if you already own one. It has been a blessing to my life, and I hope it will be the same to you!!
1 of 1 people found the following review helpful
it is what it says it is Oct. 6 2009
By Ryan Koral - Published on
Format: Paperback
cover to cover this book is not only gorgeous - but super helpful... it is hands-down - the best book out currently for wedding/event filmmakers... the only bummer about this book is that it came out 5 years after i started my business :) if you're new to the industry - this book has some extremely helpful suggestions... and if you're a seasoned veteran, there are still some very challenging thoughts and ways to improve your business.
Refocus- Not A Rose-Colored Glasses Book Dec 21 2011
By Storytellers - Published on
Format: Paperback Verified Purchase
Ron and Tasra came onto the event videography scene with a bang! For the longest time, there were only a handful of industry leaders, and I can only remember two books that covered the industry well. In the early years, the industry was made up mostly of people who enjoyed the hobby of video and then decided to make money on their hobby by shooting events. Ron Dawson, in my mind, was one of the first guys to have a film school background and be willing to share his knowledge from the stage. I think his work ushered in a whole slew of new talent and new industry leaders. He and Tasra have also become prolific bloggers. The information that they share so freely with our industry, and their masterful leadership have encouraged other film students and photographers to take a serious look at the art and craft of wedding and event filmmaking. Their book, Refocus, in my estimation, is the best book-to-date on the subject. Even after 39 years in broadcasting, and 12 years as a wedding filmmaker, I still go back to read passages in Refocus. I've marked the book up so many times with notes and ideas, that it's getting too cluttered to read. I think it's an excellent book and would recommend it to anyone in the industry- newbies and veterans alike. Their work and their book are inspiring. Great book Ron and Tasra! BTW- I'd like to see Tasra write a book on photography! This is not a Rose-Colored Glasses kind of book. It's honest, real, and a must-read for event videographers.