Learning from every customer

Early in my career, I was easily intimidated by the customers we featured in our stories. These were industry leaders, visionaries, and in some cases, actual Hollywood legends. And then, there was the time our customer was Leonard Nimoy-Spock himself. That was a whole new level of awe.

When I successfully received customer approval from Spock himself, I treated it like a trophy, an autograph, a treasure. Knowing my tendency to keep everything, I may actually still have it tucked away in a memento file somewhere. It was a surreal moment, but also a pivotal one. Because as I continued working with Hollywood filmmakers-primarily cinematographers-I started to see them differently. They weren't just big names or award-winning talents. They were people, and many of them had more in common with the rest of us than I ever expected.

Creativity, humility, and the art of conversation

One of the biggest surprises was realizing how introverted many of these filmmakers were. They were artistic, insightful, and incredibly creative, but they weren't always comfortable in the spotlight. Some of the most talented people I met were also the most humble. They didn't love interviews, and they weren't always confident in answering questions. But they did love to talk-about their vision, their inspiration, the look they were going for and why. Once I understood that, everything changed.

Talking wasn't intimidating for them when it was just that-a conversation. There were no right or wrong answers, no pressure to perform. It wasn't even painful. And that's when I realized something that would shape the way I approached customer storytelling for the rest of my career.

The most talented people are often the most humble, and a great conversation can be the key to unlocking their stories.

Beyond the accolades

Another eye-opening lesson was that some of the most creative customers I worked with-yes, even those with Academy Awards-had struggled in school. Some had dyslexia or other learning differences. Some went to film school, but others never went to college at all. A few learned filmmaking in the most extreme circumstances, shooting war action and smuggling footage to safety. And many of them felt like luck had played a bigger role in their success than talent.

That was a revelation. These were people who had shaped the way we see the world through film, yet some of them didn't feel like they truly deserved the acclaim. And that's where the power of a good conversation came in. When you genuinely listen, when you acknowledge their talent and their journey, it validates them in a way that goes beyond awards and recognition.

A well-done story isn't just about the facts-it's about making the customer feel seen, valued, and understood.

Fast forward to today

Decades later, I still think about everything I learned from Spock. And those lessons? They still apply. At a recent event in Las Vegas, we interviewed IT leaders-VPs, CIOs-about technology advances, AI, and leveraging data. Some were fantastic on camera, while others were a little less comfortable. But that's okay. That's what editing is for.

After the interviews, I found myself doing a lot of hand-holding, reassuring them that they did a great job. Those who weren't as confident on camera really wanted to hear that the final edit would be strong. And then there was the unexpected but completely relatable moment-many of them wanted a quick photo of the makeup artist getting them ready for their close-up. Why? To show their kids. Because at the end of the day, no matter how senior or successful someone is, they're still human.

The power of storytelling

That's what customer storytelling is really about. It's not just about showcasing a product or a service. It's about people. Their experiences, their challenges, their triumphs. And the best stories come from real conversations-the kind where people feel comfortable enough to open up, to share what really matters to them.

So whether it's a Hollywood legend, an IT executive, or anyone in between, the lesson remains the same: treat every customer like a person first. Make them feel heard. Make them feel valued. And in doing so, you'll not only get a great story-you'll build trust, relationships, and maybe even a little bit of magic along the way.