Three-Lens Content Design
Design every piece around what people learn, see, and feel.
- Difficulty
- Moderate
- Time to result
- ~weeks to results
- Steps
- 5
- Confidence
- 97%
Three-Lens Content Design evaluates a piece through informational, visual, and emotional perspectives. The informational lens defines what the audience should learn or understand. The visual lens determines how that message will be demonstrated through scenes, graphics, movement, examples, or real-world footage. The emotional lens maps how the audience should feel as the story progresses, such as curious, concerned, relieved, or empowered. Codie Sanchez describes these as concurrent considerations rather than a rigid sequence. Her team first establishes the core message, then develops the title, thumbnail, script, and visual treatment while considering emotional impact. The method improves content by ensuring that a strong idea is not left unsupported by weak presentation or an emotionally monotonous delivery.
Origin
Extracted from The Jasmine Star Show during Codie Sanchez's explanation of her YouTube production process.
Core principles
- 01Information alone does not create a complete audience experience.
- 02Visual presentation should reinforce the message.
- 03Emotional movement helps viewers remain engaged.
- 04The three lenses should be developed together rather than treated as isolated stages.
How to run it
- 1
Define the Message
Write the central idea and the change in understanding the audience should experience. Remove material that does not serve that outcome.
Pro tip State the intended lesson in one sentence before scripting.
Watch out A broad topic is not the same as a clear message.
- 2
Design the Visual Story
Determine how each major idea will be shown rather than merely spoken. Plan demonstrations, graphics, locations, and supporting footage.
Pro tip Use real-world action when a concept can be demonstrated concretely.
Watch out Decorative visuals can distract when they do not reinforce the message.
- 3
Map the Emotional Journey
Identify the feeling intended at the opening, key transitions, and conclusion. Adjust pacing and examples to create that progression.
Pro tip Label the desired emotion beside each major script section.
Watch out Manufactured drama can damage trust if it exceeds the substance.
- 4
Package the Promise
Develop a title and thumbnail that clearly express the most compelling truthful promise. Ensure the content fully delivers it.
Pro tip Compare multiple packaging options before filming.
Watch out Do not use packaging that attracts the wrong audience or misrepresents the video.
- 5
Review All Three Lenses
Evaluate the draft for what viewers learn, what they see, and what they feel. Strengthen whichever lens is weakest before publication.
Pro tip Ask separate reviewers to focus on each lens.
Watch out Polishing one lens cannot compensate indefinitely for neglecting another.
In the wild
A creator scripts the acquisition lessons viewers need, films both explanatory studio sections and real-world deal activity, and structures the story around uncertainty, setbacks, and progress. The title and thumbnail communicate the constrained challenge without promising a guaranteed purchase.
→ The finished video teaches a process while giving viewers visual evidence and an emotional reason to continue watching.
Common mistakes
Optimizing Only the Information
A factually strong script can still underperform when viewers are given little to see or feel.
Adding Visuals Afterward
Treating visuals as decoration prevents them from carrying meaningful parts of the story.
Letting Packaging Dictate a False Story
A strong title or thumbnail becomes counterproductive when the content cannot honestly fulfill its promise.
Is it for you?
Best for
It is best for creators and teams producing educational videos, presentations, or narrative marketing content.
Not ideal for
It is not ideal for purely functional communications where speed and precision matter more than audience engagement.
From the transcript
“So first we think, what do we wanna tell people?”
“Then we think, how do we wanna tell them this?”
“And then we think about how do we want them to feel throughout it.”
From the episode
Building Boring Businesses, Embracing Questions, and Doing Hard Things with Codie Sanchez
Codie Sanchez