Episode 7: Telling a simple story about cutting-edge technology with Russ Fordyce - The Inspectations Podcast

In a recent episode of The Inspectations Podcast, CEO of The Aebli Group, Justin Starbird, sat down with Russ Fordyce, Director of Content Marketing for Infinera, to talk about the challenges they face each day in marketing cutting-edge, yet complex technology solutions.


Infinera is developing the latest technologies for the optical networking industry. Russ explains, "Basically, if you think about your internet connections, somewhere outside your house is a fiber optic cable, and at the end of each fiber optic is a laser. Infinera makes the hardware and software to build these optical networks."

Companies like Netflix and Facebook that are going through tremendous booms in bandwidth are looking for ways to improve their customer experience and lower their costs. Infinera products give more capacity on those lines. When you need more capacity, you have to upgrade your equipment.

For many companies, that means moving away from this centralized data center architecture. Previously, those companies had a big data center or a few big data centers, and now they're moving into more local data centers or more local content storage areas so that that experience is better for the end customer.

Infinera Innovation Photo

If you think about it, content providers believe that bandwidth is moving from that core network, that center, going into the data center, and now it's being distributed worldwide. The bandwidth needs are still there. They're just moving, as many service providers move their assets.

"Explainer videos are important for simplifying the challenges we solve," Russ explains. "We're developing brand new technologies, so we need an effective way to build awareness and explain how something works in layman's terms. These videos have helped us tell those stories."

"Using the TAG team to help with these videos is beneficial," Russ says, "because we're giving them a script and some ideas on a storyboard, and they come at it with a fresh perspective and bring that narrative to life. They're not experts in optical networking, so they're helping us make it more useful by taking ownership of that video and making it their own."

Listen as Russ and Justin talk through how they put projects together and how that helps Infinera tell their story.

Justin Starbird

About the Author: Justin Starbird I have been fortunate to have had several entrepreneurs that came before me take the time to “pull back the curtains” and allow me to be a part of their multi-million dollar companies… and actually value my input. They allowed me to see their mistakes and learn from their real-world lessons so that I wouldn’t have to pay the expensive costs of experience on my own. Additionally, they taught me what really works and the importance of action - not just ideas.

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