The Customer Experience Podcast
The Customer Experience Podcast

Episode 122 · 9 months ago

122. CX at Getty Images: Shifting to Authenticity and Evoking Emotion w/ Grant Farhall

ABOUT THIS EPISODE

When your customer base is everyone who needs images (which more or less means everyone), your customer experiences will look as different as your customers do.

What do you focus on to deliver exceptional CX? Among many other things, you have to be easy to trust.

In this episode, I interview Grant Farhall, Chief Product Officer at Getty Images, about delivering a supply of compelling imagery and video content to customers — when customers have such different needs.

Grant and I discuss:

- Delivering flexibility to a broad customer base

- Creating a powerful and intuitive search experience (plus Grant’s top search tip)

- The power of searching concepts and emotions

- Authentic, raw, and real images

Check out these resources we mentioned during the podcast:

- Shazam

- Craig Peters, CEO at Getty Images

- Getty Images

- iStock

Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.

What's really powerful is when youstart to search on the basis of concepts and emotions, so what is ityou're trying to communicate? What do you want? Your your audience to feel the single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales, marketing and customer success experts create internalalignment, achieved desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast, here'syour host eath, an baute more than two hundred million visual assets, twodistinct brands and what I assume our multiple customer experiences. Today'sguest is chief product officer at getty images, the most trusted and esteemedsource of visual content in the world, serving creative media and corporatecustomers in nearly two hundred countries over the past Aite and a halfyears he's also served as vice president of V, commerce, forgettyimages and general manager, and Vice President of Istock grant farhallwelcome to the customer experience podcast thanks Ethan. It's it's awesometo be here, yeah to me and I'll. Ask You about this later on, but I regardgetty is a truly iconic brandon and I'm really excited thet youare spending thetime and I'm excited to understand more about what's behind getty images andeyestock, but before we get going you and I have something in common. We bothhave backgrounds in local broadcasting. I ran marketing teams and localtelevision stations in Grend, rapids, Michigan, Chicago and out here, where Iam now in Colorado Springs and you at Ity News in Calgary. What skills do youdevelop that helped? You arrive where you are today or perhaps even thatstill serve you well today, why? I think, there's a lot there.Actually, I think you know radio and you would know this by working and itis such a fast paced environment. Your sense of time shifts your deadlines armoment to moment. Second O. Second, I remember sitting in the newsroom andhaving to be on ar at seven o'clock and it six fifty eight an you're writing astory from scratch, and two minutes is more than enough time. It really altersthat scale of how you think about time, because it's moving so fast, which is alot of fun. I think the other thing is that it really helped me build musclearound being very concise and and tight with messaging and with communication,particularly in radio, and that news format, type of format, you're tryingto boil down complicated important stories and issues to about forty fiveseconds with a clip. That's typical of now the cycle of news and- and I thinkyou woud get into long debate about whether that's right or not, because Ithink there's a lack of sort of indepth coverage, TAT's happening, but it'smore the bite sized new cycle now and so you're trying to get to the essenceof something very fast. Every word every syllable matters so that you cando that and- and that became a really good muscle that then you can bring toany job in terms of being able to be suscinct yet still clear in what you'retrying to communicate, love it great response and it voked a lot for mepersonally. I was, of course, on the marketing side, so I was focused on youknow thirty seconds at most fifteen twenty ten five and again thatefficiency in that clarity and, of course, working with digital media ingeneral, translated immediately for me to content marketing, and so the justthe raps, like the heavy, just like lifting weights like the highrepetition of you, know short format messaging and doing it with a audio andvisual assets. Translated really well for me. So let's start where we alwaysstart grant or formally with customer experience. When I say that what doesit mean to you, you know I think there' There's two ways I'll answer this. Thefirst is that there's there's sort of the standard definition that it's allthe touch points that you have with a customer between yourself as a businessand an organization and as a tool in some cases and everything theyexperience as a customer across you...

...know, obviously a lot of customers nowit's all about the online experience, but if they have to pick up the phonecall, what's that experience? Is They if they encounter the brand alswhere?What's that experience and that that forms the entirety of it? But for us Ilook at it. As you know, the what we deliver for our customers is all aboutdigital content, imagry and footage and making that easy. What I look at it,the experience need you accomplishes making that easy, and I break that downfor our business and to make it easy to find the right image or piece offootage. Make it easy to get that piece of content and getting beatingdownloading and licensing it and may making it easy for them to actually useit in their work, and I typically also put a fourth one on top of that, whichis make it easy for them to work with and trust US which encompasses a lot ofthe rest of the experience, how they pay, how they manage their accounts,how they get service support, that's that bucket there, and if we accomplishall of those things that I think we've delivered an intuitive and delightfuland impactful experience really good. I, like Thi structure that you offeredthere in that response and it kind of foreshadows a little bit of where we'regoing to go in the rest of the conversation, and I guess to geteveryone up to speed on the same pageends could be complicated,especially with getty handiyestock and the multiple types of customers youserve in the different ways. People can license things I'll, still ask ageneral question, which is you know for folks who aren't familiar, tell us moreabout getty and Istock, and you know who's your ideal customer and kind ofwhat problem do you sell for them? You know, I would say you know Pan Getty,you know our ideal customers, anyone who has a need to communicate usingvisual content, again imagry and increasingly clips footage, video andour customer base cuts across all shapes sizes industries, company typesyou know from so proprietor and entrepreneurs up to fortune fivehundred enterprise level, customers and Companie. So it really covers thatwhole swaph and if you think about imagery over the last couple of decades,that's been really one of the game. Changing factors is that more and morepeople are using images in their work. There was a time where it was primarilydesigners who would be the folks that work with imagry coordinate shoots andbring it into their creative work and as the tools have developed and asroles have shifted and everything's become blurred, you know more peopleare using imagery and footage in that communication work. So now, within thatyou know, getty images, which is probably a brand that many of yourlisteners have heard of, and you know, crour credits on the news, and you knowwe're well known for being the industry leader when it comes to sportsentertainment, news coverage, that's the editorial side of our business,where we've got the talent, the coverage, the relationships to be ableto capture the moment of the day and the image. That's telling the story ofthat moment. But we also have the creative side of the business on Giddyimages, where it's all about customers who need a piece of content tocommunicate for commercial purposes, a message to their customers. GettyImagescom is really where a media customers sit and a lot of our largeenterprise. Customers that have sophisticated needs, large teams thatthey need to coordinate and they need that type of enterprise level solutionI stock and I stock photocom is really where we have a huge volume ofcustomers that are more in the smaller agencies, designers and SNBS.That type of audience where and it's a really diverse set of customers, andit's just everyone that needs needs images. So you know what I stockdelivers: Is Flexibility of price, a lot of value, different plan optionswith subscriptions and credit packages...

...and Al Acar choices, so you can get theimage you need for the price that worked for your budget and consumeimages at a high volume to do that, but we still really focus on the content soacross the entirety of the business. Getty is all about the content and onECE stolk and on getting images. What we deliver is imagery and footage thatwe believe is is elevated D and goes beyond just what you would consider tobe standard stock photos awesome. That was as big as I expected,but it's also very concise to that. You know to the theme that you introducedabout your broadcast career. So let's talk about someone that I don't know ifyou regard these folks as customers are not they're, certainly stake holdersand participants in your is in your business and business ecosystem. How doyou regard the hundreds of thousands of photographers videographers and othercontent contributors? My guess is that perhaps some of them are directemployees. The others are contributors at some level. Is there a customerexperience for those folks? OTHERE's no question right, like our businesshinges on our ability to get the supply of compelling imagery and video contentthat we then deliver to our customers, and we do have staff photographers thatthat are mainly on the editorial side. We also have image partners that wework with as part of that supply, but really particularly an eyestock and onthe Crativ side of the business. A lot of it is crowd sourced, where we workwith a vast universe of hundreds of thousands of photographers andvideographers to supply us with with their with their material. Whatseparates us is, though, we also have a a subset of that which, ar contributorsthat work with US exclusively, so we represent their content and licensetheir content, and that is stuff that you can't find anywhere else and that'sa smaller group, because what we deliver for them is a much more handson experience where we provide them with briefs, where we're being able totell them what do our customers need? What's the type of imagry they'relooking for? What's the pieces of footage theyre looking for, we can workwith them to even plan their shoots and, of course, there's there's financialbenefits to where they get a higher royalty rates, and we demand a higherprice for that exclusive differentated content, and I think the way to look atit is it's definitely a pinwill. You know our compettive advantage, and ourpoint of difference is, as I mentioned before, having elevated differentiatedcontent. We need to work with suppliers of that that can give us that, in aconsistent way where they can deliver consistently differentated content,they need to be able to get enough money to be able to continue to supplythat if that supply runs out, that we losethe value proper, we have with thour customers and they lose the ability,create the content, and that just goes away. So it really is core to our wholestrategy, which is focusing on a supply of different atedcontent and working with those excusive photographers and videographers to dothat and then delivering that value to our customer base so interesting andchallenging, and I think this is going to get to kind of the last question Ihave tead up for us for a little bit later, but this this curation elementthis this blending of quality and quantity is probably key to the wholething, but I want to get a little bit higher. So your chief product officeris some curious. How broad that scope is like what does product mean in thiscontext? You know I can see when I think about. I think, like okay,they're, obviously the images and the assets and organizing them and makingthem available, there's the packaging and pricing in different ways to engagewith the two different brands, there's. Obviously the ECOMMERCE experienceitself. Some of the elements you talked about in responding to the customerexperience question, but for you, what does product mean in the context ofChief Product Officer? You answered a lot of it right there I mean.Essentially it's leveraging. Our experiences, which you know for themost part are the websites, but you know API feeds and those type of things.It's leveraging. The experiences to what I talked about earlier, make iteasy for our customers to find get use...

...and work with us to be able to leverageat. I look at that as products job now within that there's a lot of differentcomponents. There's as you mentione, how do you package it? How do you priceit so you're delivering flexibility to the customer base, so they can get theimagery they need at the budget. They also require. How do you make thesearch experience, intuitive and powerful so that, in a world ofhundreds of millions of images were survicing the right image and theright pieces of video content to the customer? In the moment chances arewhen you know, we've got the right image. We have hundreds of millions ofimages, but you know customers not going to look through a hundred millionimages, they're going to look through a couple hundred and and we need eable todeliver that image to them, based on what they provide in key words, youknow with confidence and and that's a huge part of it right, like part ofwhat I always think about is you know our customers come into this and theythey have a picture in their head of what they're looking for, and they haveto take that picture and describe it in a series of keywords. And then we lookat those keywords and we say: Okay Well, those are Ki Whet. We think that's thispicture, so it starts with a picture it. It ends with a picture, but there's alot of magic that has to happen in the poo in the in between and in ourability to do that and leverage technology and and human creation. Todo that, I is really core to what what we have to deliver with our product, soit encompasses all of that. I would say that you know it's interesting and youprobably encountered this talking to all the folks. You've had on your show.Product means so many things in so many places and and the definition of it haschanged over time. There was a sort of a traditional mindset that your productmanagers, where you're, where your mini CEOS and and that's a term, that's beenthrown around quite a bit within the PROC discipline. I look at product asbeing a far more collaborative discipline. It's about how are weleveraging data customer insights, understanding the market, understandingour competitors, how we bringing all of that information to bear, so weidentify the biggest opportunities and the most meaningful problems to solve,and then how do we bring that context to a team of talented individualsacross technology and product design and useer experience and and productand for us content is big and search technologists? How do you bring allthat context to that team so that the right solution is identified to solvethat important problem? It's all about that! It's not about product being thegroup that comes up with all the ideas. It's not about that at all. It's aboutbeing a group that can have a process and a discipline so that the rightproblems get solved with the right solutions and that's how I look at itwhich again different companies approach product in different ways. Somy way's not the right way or the wrong way. That's just the way that that Iview the world yeah really interesting and obviously you've been at thecompany. It'll be nine years. Probably when we release this episode or closeto it was this a new role that there was aneed identified for, or did the opportunity become ou? It was anestablished role and the opportunity came open and you were just and youwere the guy for it. You know, you know the strory of how it came to Getteimages is one where you know. As I mentioned, I had been in radio forabout eight years, but prior to that I had been around eyestock and I hadworked for a Web Development Company called he vals media and the thegentleman who had who was the owner of that company was Bruce Livingston. Hewas also the founder of Eyestock, so he was working on eyestock in thebackground, while I was helping to run his web development shop and during mytime with evolves, I saw eye stock grow and start to become what it is todayand and along that path, get imageis acquired ice stock to so and then Iwent off and did my radio thing so I'd been around and and then you know, Iworked in radio for a period of time and loved it as as I'm sure you dideven but realize that it was. It was a bit of a financial disaster to beperfectly honest, so' You know, and you pay a pretty bigprice on your personal life too. I mean it's a lot of fun. I loved it, but youknow, as I started, to want to have a...

...family and some of those things in mylife. It didn't fit anymore, so I realized I needed to go back and dosomething different and and- and you know had relationships with folks, IA,iystock and getty from before. So I kind of came back and and somehowconvinced them to hire a radio guy to be a product manager, not quite surehow I pulled that off, but but it seems to have worked out okay for everyone,but when I entered Getti yeah product was, you know an existing discipline,but but it's changed over the years. How we were approaching it, you knownearly a decade ago, is different to how we approach it. Now, we've learneda lot and, as I mentioned, I think we're really trying to lean into thatcollaborative approach. There are so many smart, towned, intelligent people,including at Getty, who who cared deeply about the business and theircolleagues and are just interested in solving those problems, and I thinkthat's the magic and how companies are trying to work now is is bring the fullforce of that talent to problems. So again, so the right solution gets off.So that's that's. How I've seen it sort of evolve over the last decade and Ithink there's more to do there too. I think that's exactly the rightdirection, not just for us, but probably for a lot of companies outthere awesome. Well, let's go let's go a little bit deeper into then thatproblem of starts with an image ends with an image and there's all thatbunch of messy stuff in the middle. So, specifically, you know from from aCustomer Success Perspective, R or desired outcome perspective. You knowyou're trying to get that right image for someone as quickly as possible aseasily as possible and to get it and implemented as easily as possible asyou've already described. So you know, I think, there's obviously some searchelements involved, there's some filtering involved. There are probablysuggested image. Ary is something like this or people that you know, peoplethat were looking at this image. Looked at that image shed a little light outof how you help guide people to where they want to get, and specificallymaybe to the DGREE. You want to or you'reable to nert out a little bit on the ways that you're using tech to supportthat process, because perhaps maybe with your biggest customers. There isthis white glove service where people are hand, selecting things and sayingyou know who do you like these, but obviously, especially on the iyestockend, you know with the volume of contributors in the volume of customers,it's obviously machine driven so like talk about that blend of tools andtactics to get people to the right image as quickly as possible, yeah andI think, you've hit on a lot of the kickout key aments there and some ofthe separation between you know. We would consider be a power user, someonewho's comfortable, using different filters and and using different sorts.You know whether you want to order it by you know our default setting andsomething we call best match, which is, you know, highly driven by establishedrelevance like many searches right. So you know we have a lot of data wecollect, because people who looked at looked for this thing before you knowclicked on these things and downloaded these things O we're pretty sure thesethings match the thing you're looking for, there's a lot of that, but there'sa risk there. That can also be a bit of an echo chamber can be a you know. Youknow the images that appear high in search because they've had thatinteraction continue to appear high and search because they're high in searchand around and around and around you go. So how do you deliver moresophisticated approach to that data so that an image is justifying itsposition, an search and naturally settling over time, as opposed to justgetting you know stuck on on slot number one. You know: How do you givenew images coming in the door a chance to establish if they're better thanwhat's there in Slot One? That's where it gets more nuanced, but then you havecustomers who can go deeper and use those advance tools, and you want toguide them to that as well, and sometimes thit happens by making surethe filters and those tools are very intuitive, and it's understood whatthat does. But it's also, as you mentioned, you know, providing pivotpoints. You know a lot of customers enter a search or the first time theystartd. Looking for images, they use...

...very literal terms: business, family,dog, Cat Apple Beach. You know it's describing things what's reallypowerful is when you start to search on the basis of concepts and emotions. Sowhat is it you're trying to communicate? What do you want? Your your audience tofeel? Is it happiness? Is it is it is it sadness? Is that concepts of teamwork or success or failure or achievement? You know that's where youget into really interesting results, because there's myriads of ways toillustrate that and apples and applewe're really good at showing youapples and very apply apples, because an apple is very established, butthere's all sorts of way. You can illustrate the concept of somethinglike love and, and we want to be able to show those different paths, so partof it is showing the customer what they've said they wanted, but thenmaybe also suggesting. Well, you know you're looking for for business. Well,what about team work like you said you want a business, but maybe what you'rereally after is something like teamwork and we can provide those pivot points.The other thing I would say if I was to give a single tip. I know you didn't as askthis question, but I love tactic. Okay, Great. So if I was to give any tip topeople out there when they're looking for imagery and video content, it'sbully in search and specifically what I call the power of not you know tellingus both what you're looking for and what you're not looking for, and thatcan be a really good way of getting to the results faster. So if you know inyour head, what's in the image, you also know, what's not in the image, sotell us that if you want image of pets, but you don't want any dogs pets, notdogs will be a really good way and that's a very literally example, but Ithink it gets the point. That'll be a very quick way that you can get tosomething faster and very few customers and visitors and users think about itin that way and know that they can enter not whatever the term is and usethat. So for those of you out there, you know trying to find the right imageyou know play around with that and I think you'll find that the results arequite compelling, yeah, really interesting in a as youwere talkingthrough some of those options there, and even with that final recommendation,thanks for adding that, because I think that is a really tactical, useful thingthat someone could implement right now as soon as the episode's done it is. Itmay obviously makes me think about best practices for Google searches probablyapply somewhat here. Some of the ways that we search other giant inventorieslike Amazon might apply here, and so, I think, being more clear like it's sointeresting for me like in these conversations, you triggered a lot frorme there this this kind of pushing poll of you know human versus tech. How doesthe text start to understand human behavior and where to humans, need tostep in, for example, you're talking about? We have new images in thelibrary. How do we make sure that they can break into the cycle of you know?What's best match, you know, instead of it just becoming selffulfilling andthere's just we're still, it feels like technology moves so quickly and it doesat the same time the human needs to be more involved, and I think a lot ofpeople appreciate right now. Yeah, I thinkit's the pairing and- and that's certainly true for us, because you knowit getty images. One of the things we have is is a very, very talented groupof content. Experts that understand the content trends, but also understandwhat compelling authentic imagery and footage looks like, and those are thefolks that work with our photographers and videographers, but we also try tobring their expertise to bear for our customer base. It's the pairing of thetwo. I don't think the machine ever replaces the human. What the machinecan do is help scale the impact of the human. So how do we take what? Whathistorically has maybe been more of a Oneo one interaction between an expertand a customer? And how do you scale that so you can deliver that expertiseto any visitor to your websites or...

...experiences? That to me is where itgets really interesting, and you know I think, there's sometimes some fear outthere that that the machine that AI is going to replace all of us, but I don'tsee it that way. I see it a is how you bring the pair together to be able toscale that impact to to a larger group of customers. T T that to me is is theexciting thing about where that's getting. I like the way Yo describethat it's basically the challenge of almost everyone I talk to, which is youknow? How do we take this really nice experience in scale and how do we blendour people with our technology and and all of that? It really is the cruks ofthe whole thing and what you offer there triggered two sets of questionsfor me. Soll start with just you can just give me a quick take on this. You know talk about the human side ofthe product, the visual nature of humans. You know, obviously we're veryvisually oriented creatures were highly emotional creatures and images evokeemotion. You know the ability to move people and tell stories is obviouslydeeply envedded in what you're doing that's part of why someone wants thisimage instead of that image to connect and communicate with their customers?Do you have anything kind of generally speaking, philosophical about the powerof images and emotions to help people connect with each other, and how doesthat maybe inform either your motivation to bring your best togettievery day or to help your customers? Well, I think yot hit on with it. Withthe Modivation, I mean, I'm a purpose driven individual. That's that's sortof the core motivation that drives me internally and the one of the mainreasons I'm at Getti is is because I think we do have an opportunity to be apositive impact on the world and- and you know obviously on the editorialside of the business- were documenting important things that happen every dayand helping to tell important stories. But there's never been a year whereit's been more important than this year and our images in our video drive theability for the media and other folks o to document what's happening in real,balanced, authentic ways, these important moments of our time and thatthat to me is really important, but on the creative side of the business, it'simportant to me because, where it's been shifting is towards moreauthenticity, you know, I think, when stock photography first started, partof the value it brought was, it was highly professional. Very polishedwasn't flawed. Everything was extremely composed and again so it allowed folksto access professional quality content at a much lower price, but in the lastcouple decades it's become more about wha. We don't want to be too polished.We want to be real real people, doing real things authentic and, to me,that's important, because I think creatively. The way that we representourselves in advertising and in design is how we see ourselves as people, andI don't think that that always has been healthy. I don't think it's always beenhealthy in the area of how gender is is represented in advertising, but I thinkthe world has changed and that's that's getting a lot better, so we can be apart of that. I'm I have an eight year old daughter if I'm standing in linewith her at the grocery store. I want her to be able to look at magazine,covers and feel that she can connect to how women are represented in a real wayand not in a way that she has to feel like. Oh that's what I have to be and-and we know what that negative stuff is it's to do with a body, type perceptionand and and so on and so forth, and and and what we're seeing from ourcustomers on way of the deliver is, is let's reflect the world in all of itswonderful diversity that human beings comes in all shapes and sizes, andlet's reflect that a let's make sure we can deliver our customers theopportunity to reflect that and give them all that choice. And I thinkthat's a really wonderful thing. I...

...think that's really important andthat's a big reason why I come to work every day is to be a part of that sogood. It reminds me of a piece I wrote about five years ago called the shinyauthenticity, andversion, and you know we do a bombombis help. People getfaced to face through simple personal videos in place of what would otherwisebe plain, tight, dout text. So I wrote this piece because I was hearing overand over again from our customers. You know I do video in Youtube. I do it onmy home page. I do it in instagram. I do it in you know linked an. I do.INFAT! Do all all this video a lot of it's like light scripts, editingproduction, but the ones that get the best responsor when I just you know,hold up my mobile phone and just talk to people, and so it led me to thisshiny authenticity and version where trust used to be about your ability toget in front of people. But now it's not it's in all of the things you werejust talking about. Can I truly connect with this in a real way, or does ithave this kind of gloss and Polish to it? That say that is not for me, that'syou know separate and commercial, and then it was interesting because thatwas validated for me by an organization. I really respect a content marketinginstitute. They published a piece by Victor Gam as like, six or eight monthsafter I published this blog post in pdf called visual realism, and it was thesame thing and they referenced Coca Cola, Livis Batabrand, SOM, hes, reallybig brands intentionally bringing down the quality of their photos and videosto make them more relatable to make them more approachable to make themseem more authentic in order to build trust. It's really interesting that youobserve that as a trend in how people are accessing all the materials in yourlibraries yeah absolutely and it's you know it's the visual style to it's Imean what used to be considered. A flaw of an image is now considered a a signof authenticity that you know the sunburst or a slightly different, thelighting not quite being right, h it being a little bit blurry but being raw.I mean that's Thatwut, that's what customers are looking for. They want itto be more real. You know I used to show this example a few years ago wherewe had an image of a guide drilling, and he was you know he had the drill inhis hand, he was drilling a piece of wood and he was smiling at the cameraand was like he's not even looking at what he's doing like there's nothingreal about that and you know, yeah contrasted with a you know, an image ofsomeone who's, clearly, not just a model but an actual construction workeron a real job, with real equipment. Doing real things. That's again, that'swhat that's what customers want now, which I think is really healthy. Think it's good for us,as a human being population, completely agree really quickly any other trendsyou're, seeing. Obviously, when people think getty images, they probably thinkof some of the iconic photos of the year type stuff, obviously theeditorial side you've already referenced the creative. What othertrends are you seeing like you've, obviously moved into video, even music?I would assume that those are being concited Biyo customers, the video is abig one right now and in in anyways, video is very similar to imagery it.Just is it's all happening a little later, in other words the explosion ofdigital content. That happened with imagery. You know over the last twodecades it all became possible because imagery became more accessible andeasier to use and now that's happening with video and- and we certainly sawthat this year I mean- I think one of the things that happened with covid is suddenly a lot of companies needed toupdate their communications to their customers, to tell them what's going onand to reflect the new realities of the world. I mean what business looked like a year ago.It looks very different today, and you know those things h. You know there'salways sort of the gradual change over time. You know, but business has beensomewhat steady. It's you know. Standard Stock Image of business is twopeople shaking hands and people holding their hands in the middle of aworkspace and being at an office and working side by side. All these things.You know it's changed and it's evolved and in terms of the spacifics, but it'skind of been that right and all of a sudden this year. That doesn't looklike that anymore. Look at how we're...

...doing this podcast, I'm sitting in mybasement, you're sitting in your your home, we're in we're doing this everyday. This is now how we're working over zoom remotely, and so everything looksdifferent across business and education and dating and and leisure activity,and certainly travel, and all these things changed in the moment and all ofa sudden customers had to update their visual communications to reflect thatand the way that they may be used to do. That was by doing shoots and certainlymore video shoots and again because of Covin a lot of that's not available andwasn't available, and certainly, I think, that's feeling some of thegrowth were seeing on the video side of the business and the demand we'reseeing from our customers. But I also think it's interesting, I'm fascinatedby how these representations of fairly common things all of a sudden changedin the moment- and I say that- and I don't want to sound too excited aboutthat, because I also want to acknowledge the the hard reality ofcovid and how it's affected everyone's live. It's been a very difficult year,there's been real human cost and again so our job is to provide our customerswith solutions so that they can document that and communicate to theircustomers and whatever way they need to need to do so. But you know you have the the changing nature ofwhat images look like and video look like. But then you also have like thesenet new concepts that didn't even exist before two thousand and twenty socialdistancing was maybe a somewhat of a concept, but not really covid Nieteenwas not a word that we any of us used, and that to me is is interesting too.So it's been a year of change and it'sdefinitely pushed us to make sure that we could be responsive to our customersand give them what they need so interesting. To put your last tworesponses together and say: You know we want real. We want authentic, we wantto reflect, what's actually happening people's lives and in the world ingeneral and oh by the way, all of our normal everyday experiences lookdifferent now going to a restaurant looks different than it did. As yousaid, business looks different dating looks if everything looks different andso your abilly to shift and pivot. Thank goodness, you have hundreds ofthousands of contributors that you can tap to make sure that that the presentreality is reflected properly so that people can communicate effectively withtheir customers. Before I give you a couple opportunities, I'm reallyexcited to hear about the answer to from you grant. In my opinion, andprobably yours, getty is a truly iconic brand. A do you agree be des. You knowlike in a few words. Why do you think that is the case? You know, I think the getty brand hasbeen built on having the credibility in the objectivity,particularly in the editorial space of again documenting, what's happening inthe world. We don't have an edatorial point of view. We don't have aneditorial board. Our job is to an a balanced N, authentic way and fromevery ankle. You know provide images that tell that story and video, and Ithink that's what the Giddy brand stands for is that that authenticityand that objectivity- and you know some of the most iconic images of our time, our gety imagees imagesthe using bolt image from the Olympics, where he turns to the camera that wascaptured by one of our photographers. That's that's the talent, inaction tobe able to do that. He would tell you there was luck involved. I actuallydon't believe that. I think that's that's all talent, it's knowing whereto be an being in the right place at the right time to capture that moment,and I think the Gidty brand stands for that again. It's about it's about documenting the world aroundus and it's an interesting world and there's a lot of nuanced issues and ourjob is to make sure that we're covering and documenting what's happening,really good and that there's so much personality in that you saing bothimage. I can see on my head as you...

...describe an IT's. It is the moment itwas the moment of that I think, probably that entire games, but it wasjust so loaded with his personality and his achievement in the same, is sopowerful if you are enjoying this episode- and I assume that, if you'rewith us at this point, you obviously are I've actually got three more. Iwould love to point you to for specific reasons that grant is already addressed.The first one is episode: Seventy Five with Dan Hill, who is an emotionalintelligence e expert. He holds seven US patents in the analysis of facialcoding data. We call that emotional intelligence and the power of facesthis this you know is we're talking about the the Ie stock and gettyimagery. That's available. It's so important to to visually represent things where visualspecies and Dan and I talked at length about that- an episode. Seventy fiveepisode, forty nine with Scott Barker, O sales hacker and out reach. We calledthat four tactics, every salesperson, should steal from marketing and grantthis. This one goes back to your observation of generically speaking thedemocratization of content creation, it's no longer the job of the creativedepartment or the production department. An and Scott gives very specificrecommendations about things he's seen his marketing teams do that when he wasin a sales position, he started doing himself, including content creation,and then we didn't talk about this grant, because I think it should gowithout saying, but on episode: Thirty, three with Sharon, toreg she's she's,an intellectual property attorney and works a lot with creative agencies. Wecalled that four things your marketing team is doing that are probably illegal,and so you know we didn't talk about being respectful of these artists andbeing respectful of these companies and being respectful of the editorial byproperly licensing images and not just going out and downloading things andthinking that you can use them in a commercial context. We need to bereally respectful of all the people that are creating and distributing thework as grant has described to you they're, making it easier than ever.They have there's flexibility in the way we can access these images. Thereare tons of them available, there's no reason to steal and on episode, thirtythree was Sharon toreg. She explains very specifically, why so so grantbefore I let you go, I love to ask you two specific things: one is theresomeone that youwould like to think or mention for the impact they've had onyour life or your career and then as a followup to that is youre brand or acompany that you really respect tor appreciate for the experience theydeliver for you as a customer. You know Sorr the first one and- and Irealized that my answer may be, like people mayt think Oh yeah right, butit's our CEO, Crak, Peters and I've worked with Craig, for you know basically a decade now andhave learned more from him than anyone else that I've ever worked with interms of applying rigor being information driven about leadership andhe's. Also, someone who has you know took chances on me and gave meopportunities, and I've often said that coming to gedy images has beenlifechanging for me and I truly mean that I've been fortunate. I've enjoyedall my careers and I've had you know a few of them and I cherish all of them.But Getty images has been lifechanging for my for me and my formy family and-and I owe a lot of gratitude to Crak both for investing in me and andspending time with me, and I've learned so much from him and he truly is agreat leader and again I realize hat that sounds like yeah, the guys youknow basically saying it's as boss, but it s. It really is true. I'll tell youthat I'll go a complete different direction on the second question,because there's all sorts of things I could talk about in my workday andthings that I use every day. That are delightful experiences. And but youknow when you ask me that question I was takeyou like what's the thing thatlike blows me away whenever I use it, and it actually has been somethingaround for a long time, but it Shasam- and I remember when Shasan came out andI used it for the first time and I M- I love music and I'm someone whoconstantly hears like you know walking through a you know a target, and youknow here like what they're playing...

...over the speakers and want to know whatthat song is and and when Shasan came out and I was able to like just hitthat button. It was able to tell me the I was completely blown away and I'mstill blown away today when I use it like it's such a cool thing and such asmart use of the technology with the right device. Solving a need that Inever thought could be solved. I think every time I use it, I get a smile onmy face because it just it just knocks my socks off. I love it and it's it'sof the moment in particular. It's Tis, like you, know, intense need that youfeel in the moment it can satisfy it right there in the moment, almostanywhere that you are, I've been impressed with its ability to pull itout and separate the music from the ambient sound still be accurate with it yeah. It'svery rare that it can't it doesn't work right. Like you know, it's yeah, it'sjust a really cool tool. I just think it's amazing really funny Brou. I likethings that have a bit of magic to them. Right yeah. I don't know how it works.It just seems like Magic to me and there's a I like magic, yeah, at's,really fun, and I have not had that reference before I have had people talkabout their peers and their supervisors and people they report to before, butit's always based in relationship and typically it's you know really goodleadership. Is always a theme in that response? Sometimes I get parents orgrandparents. Sometimes I get early mentors, but really it's thisleadership and guidance and perspective and the giving and receiving of respect,and so I loved your reference to your CEO. How can someone, if someone'slistening at this point, they obviously h've, been engaged in it? They feel alittle bit like they know you better. If someone wants to follow up with youor with getty images or eyestock wherr some places, you would send peoplewho've enjoyed this conversation. You can find me on linke ten. The Nicething about my name grant far hall is, I think, I'm probably the only grandfar hall, so I'm actually really easy to find and it's spelld exactly as itsounds: itis yeah, exactly it's Anominy fareallsperiod in the world. I don't know what happened to all of us, but there's notmany of us. So I'm easy to find and you can connect with me on linked in iffolks want to learn more about. You know the solutions we can provide or oreven learn more about the company and even potentially you know,opportunities Ar getting in ites were always looking for talented people, sothat's probably the best place, and if you do need imagery, I would encourageyou know, folks to start on eye stock. You know again that's where most of ourcustomers sid and if you, if you are on a budget, you need imagery and videocontent, then the ICESTOCK photocom check it out there, but yeah happy toconnect with with anybody on linked, pin and and you'll hear. If you reachout to me, Ol Heure back from me, awesome again from Solo Preneur to SMB,I stock all the way up to full enterprise solutions at iystock andgetty images check it out, because you cannot overstate the power of thevisual to stir. Emotions in people in thestirring of emotions is the motivation to think an act differently. We allneed to do that to help our customers grant farhall. Thank you so much forthe time you spent with me today and for everything you showed with theaudience thank season. This was a blast, clear communication, human connection,higher conversion. These are just some of the benefits of adding video to themessages your sending every day. It's easy to do with just a little guidance,so pick up the official book, Rehumonize Your Business, how personalvideos, accelerate sales and improve customer experience learn more in ordertoday at Bombamcom Boock, that's Bo, mb, bombcom fuck, thanks for listening tothe customer experience. PODCAST remember. The single most importantthing you can do today is to create and deliver a better experience for yourcustomers, continue. Learning the latest strategies and tactics bysubscribing right now in your favorite podcast player, or visit Bombomcompodcast.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (172)