Is a concept flawed if you can't build a Muse structure in it? What about cooking videos?

Blake asked: So here is my concept. Cinematic Recipes. I want to make short recipe videos that look really good, because while there are so many recipe videos out there, most of them don't have a high quality production. Is there any way at all to apply Muse to that? Is a concept flawed if you can't build in a Muse-esque structure to it?

I think the first point to consider is that not everything is a story. And that's perfectly OK. Whether you want these recipe videos to be instructional or story-based then is up to you. Muse is specifically an approach to help create stories that connect to people, keep them engaged, and create a lasting impact. So an essential part of that approach is that what you're creating is actually a story.

And to that extent, I would also like to share a point that Joseph brought up when we were chatting about this topic.

One of Joseph's personal favorite filmmakers is Robert Rodriguez. And Joseph saw one of Robert's videos where he shows himself cooking a slow-roasted pork recipe that he mentions his grandmother passed along to him. It wasn't the most sexy or most beautifully shot piece. And Joseph didn't find this recipe because he was specifically trying to search for slow-roasted pork recipes. But rather, Joseph saw someone who he connected to making this recipe, and because he learned that this person he cared about was making this recipe because someone he(Robert) cared about made it, it inspired Joseph to actually try it out. Today, it's one of his go-to recipes—his very favorite that he cooks all the time.

I think this illustrates why many of the successful cooking shows today are successful, and that's not because people connect to the food—but because people connect with the person cooking, which in turn, connects them to the food and their recipes. I personally do not consider myself a "foodie," and I don't typically seek out cooking videos. But I did love watching Chef's Table on Netflix and learning about cooking through chef's like Francis Mallmann, and his open-fire, wild cooking style, because he was a strong character that I connected with, and I in turn, became more interested in international cuisine.

Think of shows like Pioneer Woman, or Rachel Ray—there's a strong character that draws viewers in, makes them fall in love, and takes them on a journey through cooking. And viewers follow their recipes and food because they connect to the chef—not the other way around.