Zoom: Brilliant at What It Does
Let’s give Zoom the credit it deserves.
It’s simple. It works. It just connects people. There’s a reason it became the go-to platform almost overnight when the world shifted to remote working.
Even now, Zoom is often the easiest way to host external calls, get nontechnical users connected quickly, and deliver smooth, reliable video meetings. And with AI Companion, it’s getting smarter too, offering summaries, notes, and useful insights.
If your world revolves around meetings, Zoom does that job incredibly well.
But here’s the catch.
Most Work Doesn’t Happen in Meetings
Meetings are just the middle bit.
Work actually happens before the meeting, when people prepare documents and context. It happens during the discussion, when decisions are made. And it happens after, when actions need to be taken and progress needs to happen.
This is where things usually start to break down.
In many organisations, the flow looks something like this: the meeting happens in Zoom, notes end up in Word, files live somewhere in SharePoint, actions are tracked in Excel, follow-ups happen in Outlook, and CRM updates… well, they’re often forgotten.
It’s not just inefficient.
It’s exhausting.







