Potpourri, Deep Fakes & Synthetic Media, Understand vs Understood

We should call this episode the potpourri episode as I am throwing a few things into the mix. I thought about Rapid Fire, but there is nothing rapid except for how fast I talk!

Been one of those weeks where I haven’t had a chance to breathe but in a good way…well for the most part. :) I want to take a moment and say we have incredible people in this industry. If I started listing them, it would take the entire episode. You all know who you are. Keep doing your thing, moving the industry forward, and kicking ass. Also surround yourself with these brilliant minds and stretch yourself to be better…faster, stronger.

Did anyone happen to catch the 60 Minutes about Deep Fakes and Synthetic Media? Daaamnn I want to take a moment on this. Below you will find the link to the article/show. Now many of you are probably thinking, isn’t that Fake Tom Cruise or that is something I saw on some CSI TV Show or movie? Well you are partially right. While technology can be fun and rack up views on TikTok, it is so much more than that.

For anyone that didn’t catch this, here is the link: https://cbsn.ws/3oTBcM6

The creators can make the Deep Fake character (think Deep Fake Tom Cruise) do and say anything they want. Yes, anything! If I wanted synthetic media created for me, I would reach out to a reputable company. They would bring me into their studio and have me read a series of phrases while recording my mannerisms and expressions. From there, I never have to be present for anything. If I want a commercial to run in Australia or Japan, I simply reach out to the company and provide them with what fake Brooke needs to say and BAM Done. This is a complete game changer. For all you know, the person talking could be AI and Brooke Furniss may not really be talking to you all right now.

There are those that will use this technology for good…and those that will use it for bad, which is why the US Government has massive concerns about the use to spread disinformation and commit crimes. Now think of all the CSI shows you have seen where Deep Fakes have been used to commit crimes.

Do you think this will catch on in automotive? Never have to be present to shoot a commercial, can have a deep fake of some celebrity in your commercial/social, etc?

This leads into my next topic are we over promising and under delivering. I know we say this a ton. It’s been one of those weeks where so many of the incredible humans in this industry have 110% delivered over and over again. It makes the industry better, the world better, and makes me a better person. Thank you. A friend once said to me when meeting for the first time in person, “Brooke, you are exactly the same in person that you are online.” Exactly. In fact, if there should be any difference, it should be that I am better. I don’t say that egotistically, I say that as I am true to myself. Over delivering is so important. The moment someone is underwhelmed, it becomes a tough recovery and very steep hill to climb to regain their trust. Are you over delivering in life?

Customer Wants to be Understood, NOT to Understand you: Cut to the next topic! How many people really stop and ensure that the customer/client truly feels understood? It is not about you; it is about them! It is 100% about them feeling understood.

Understand vs Understood and Listen: I recently had a bill that was sent to me. Upon opening the bill, it was for services rendered over 2 years ago. Let's just say it was a complete cluster. After finally getting someone on the phone, she talked in circles about all payments, paying them, etc. I finally said “You are not listening to me. Your responsibility as a business is to bill in a timely manner, not 2 years later. At no point have you ever even reach out to me in 2 years. How can I trust it is legitimate?” Next words out her mouth: I can see how you are frustrated but we can set up payments or take it over the phone.” What the actual hell.

Bottom line, are we listening to our customers? Are we seeking to understand them so that they can be understood? Are we doing what we say we will do? Do we communicate with them in their preferred method? Are we doing the little things to over deliver?

Chapters

0:00 Start

3:28 60 Minutes about Deep Fakes and Synthetic Media:

4:48 How the Technology Is Used

6:17 Do No Harm, Right?

6:57 Place for Automotive?

8:00 Over Promise Under Deliver

10:48 Customer Wants to be Understood, NOT to Understand you

Connect with BZ Consultants Group: https://qrco.de/bcqqFo

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