The opening statement, "If you're not crying about your business, are you doing it right?"

The ad opens with a man sitting in a barber chair, speaking directly to the camera. It then cuts to him walking into his salon, followed by shots of his accounting software interface on a laptop and tablet. The video shows him working on his laptop, then cuts to him giving a haircut, and finally shows him interacting with a client. The pacing is dynamic, interspersing talking head segments with action shots and software demonstrations. The ad concludes with the Xero logo.