The same salesperson who's great explaining your product on camera will be painful playing a customer. One casting rule decides which roles your people can fill.

As a video production company owner, I've been hired for many different projects over the past 30 years. One job, in particular, stands out to me - it was for a manufacturer of bovine ultrasound machines for vets. The machines were unique and expensive, with a price tag of around $10,000…