For a series of videos that we are planning here at IFANCA, it's not me in my silo deciding what the script should entail. Rather it is me speaking to all the various departments who interact with our target audience and asking them what frequently asked questions come up in their conversations that we could perhaps address via our website and videos. Given that every company has limited resources, fretting out the most pertinent information that needs conveying, is what helped me decide what each video would comprise. It may be time consuming to cull this information but it's better than running with assumptions, especially since meeting audience needs is truly the goal. Doing the research allows us to narrow our focus and trim scope down to what really needs to be done. Having a solid 'why' - That is the only way to avoid a redundant product.
So yes, this speaks once again to the idea that when you step outside your silo, you get better results.Aarron, noted author and leader of MailChimp's UX design shared a similar approach in an interview with RosenfieldMedia.com