Our job is telling stories . And here's the story of Vertical Strategy:

Berlin, 2000. We - Björn Koll (distributor) and Esther van Messel (World Sales) - were thinking aloud about what could be done to improve the lot of the independent cinema in Europe. How could we stop the endless wailing about inadequate funding, indifferent market mechanisms, the bad guys and the unjust conditions - and actively, positively initiate a process of change?

What do the "big guys" in the business do differently (apart from the fact that they have more money)?   THEY THINK, PLAN AND WORK VERTICALLY!   There was nothing to stop us from doing the same.   Vertical Strategy is not about money - it is more a way of thinking and working TOGETHER.

So how do we get from here to there? We came up with the idea of combining training and networking. We wanted to find the shortest route from creative talent to film audiences - just as vertically as the Majors do it, but for our low-budget productions. We want to get closer to our audiences, but retain our independence.

Thus the VERTICALstrategies seminars were born, the first one taking place in the autumn of the same year. Since then, we have organised and held numerous seminars and the idea of vertical thinking and working has spread throughout the film and television industry in Europe.

We have also managed to create a impressive network of experts from all over the world; people who are recognised by their peers, have huge amounts of experience and yet who haven't lost their enthusiasm for and belief in independent cinema. They share with us - openly and honestly - their knowledge, know-how, successes and failures.

William Goldman, the script writer of Butch Cassidy and the Sundance Kid , All the Presidents Men , Misery and The Princess Bride , wrote in one of his books about his adventures in the film business: ' Since movies succeed by word of mouth, something you can not manufacture, everyone in the business is constantly in fear of losing their spot by the fire. Since they have no idea what got them there in the first place, this all makes for a certain lunacy and insecurity."

In the midst of the lunacy and insecurities of our business, Vertical Strategy participants are frank, share information and are generous with their creative advice. It seemed only natural to build on that atmosphere of trust and - in the spring of 2003 - establish the VERTICALplus think tanks, creating a platform from which we can tackle burning issues.

We believe that small is beautiful, that niches can be comfortable and that getting films made and seen is a serious business. It deserves passion and professionalism.