From Digital Creator to MBA Consultant

Years ago, when I was experimenting as a digital media creator, I relied heavily on tools similar to Camtasia and Snagit to capture knowledge, make tutorials, and share ideas in a clear, engaging way. Later, during my time at Microsoft, I saw the power of digital platforms to scale communication and storytelling across organizations.

Fast forward to today, and I found myself back where it all began — but this time, not as a user, but as an MBA student consultant.

As part of my MBA program, my team and I spent an intense one-week consulting sprint with TechSmith, the company behind Camtasia, working on their next big evolution: Camtasia Online (CAMO).

Happy place. All factors considered: I actually deeply enjoy contributing to corporate America (and I think green brands have been deliberately after my heart. #GoGreen!) 💚🤍 https://t.co/RXK7pVHURG pic.twitter.com/Hl3RuXv6gY
— Ms. Manduwi 🌍🌎 (@NthandaManduwi) August 21, 2025

Camtasia: The Classic That Started It All

For those unfamiliar, Camtasia has long been one of the most reliable screen-recording and video-editing tools on the market. Its strength lies in simplicity and versatility:

Educators can record lectures and tutorials with ease.
Trainers and businesses can create onboarding videos and presentations.
Creators can edit, polish, and publish content without needing a Hollywood studio.

It’s this combination of easy-to-use editing features, professional polish, and accessibility that has kept Camtasia relevant for over two decades.

But the world of content creation has changed dramatically — from desktop-based workflows to cloud-first, collaborative, and viral environments. And that’s where CAMO comes in.

Enter CAMO: Camtasia Online

CAMO (Camtasia Online) is TechSmith’s bold step into the future. Imagine the core value of Camtasia — reliable, simple, powerful content creation — but reimagined for a world that is:

Cloud-based: Create, store, and edit from anywhere, on any device.
Collaborative: Teams, educators, and creators can work together in real time.
Viral by design: Sharing, embedding, and feedback loops are built-in to fuel adoption.

CHECK OUT CAMO

During our consulting project, we explored how CAMO could solve some of TechSmith’s current challenges: onboarding friction, limited awareness, and missed opportunities for virality.

Our recommendations focused on three key areas:

Onboarding with ease – making first-time use intuitive and rewarding, with clear pathways to value.
Virality loops – encouraging users to share their creations, invite peers, and generate organic growth.
Marketing pathways – positioning CAMO not just as a tool, but as a platform for creativity and collaboration in education, enterprise, and beyond.

For me, this was more than just another case study. It was a chance to reflect on my own journey:

From a young creator figuring out how to tell stories with Camtasia,
To working at Microsoft where I learned how product ecosystems scale globally,
To now consulting on how Camtasia itself can evolve to meet the demands of the next decade.

The lesson? Great tools don’t stand still. They adapt to the needs of their users.

If you’ve ever created a tutorial, recorded a screen, or shared knowledge digitally, you know how powerful tools like Camtasia can be. With Camtasia Online, TechSmith is aiming to make that experience faster, more collaborative, and more impactful than ever before.

Check out CAMO for yourself — and see how it could change the way you create, share, and grow your influence.

CHECK OUT CAMO

with Love,
Ntha