In the past several months I’ve been more conscious of my positive reactions to “seeing how the sausage is made”, both in-person and via photos.
For example, at Black Eyed Susan’s, one of my favorite restaurants, guests who are seated at the counter can watch Chef Todd Edwards prepare meals. Chef Todd is an artist, a dancer, and a symphony conductor rolled into one as he moves about his domain, directing his team, creating superb meals for three sittings each evening.
Last week I needed an annual service on my Mercedes Benz Sprinter camper van. I love that the service center at my local dealer features large windows so customers can see vehicles being worked on in the spotless garage. There’s even a coffee bar near the windows in the customer waiting area. I’ve never seen another car dealer do this.
Sharing these authentic moments are powerful, inviting people to see what’s happening behind the scenes.
Social media has taught us to develop finely tuned “fake detectors.” We’re bombarded by glossy images, AI fakes, and sales messages at every turn. As a result, most of us tune out anything that feels staged or sanitized.
However, “backstage” photos matter because they shift the customer relationship from transactional to personal. When organizations invite the world to witness their processes, including the triumphs, the quirks, and the occasional chaos, they transform passive customers into fans.
Even professions traditionally shrouded in formality can benefit. Consider a law firm that shares behind-the-scenes photos of partners meeting around a cluttered table, legal pads askew, coffee mugs in hand, hashing out a tough case. You see collaboration, you sense dedication, and you start to believe that if these people work that hard on cases, they’ll work that hard for me, too.
A slice of real life through images on a website or social media generates interest. It could be a candid laugh in the tech company staff lounge, a landscaper expertly trimming a tree, or a CEO about to take the stage at a conference studying her notes. Suddenly, you have people’s full attention.
These moments offer a sense of intimacy and belonging. They tell your story in a way that no stock photo or over-polished press release ever could. You go from being another faceless company to a group of humans—working hard, collaborating, laughing, and sometimes making a mess.
That’s exactly the kind of story people want to be a part of.
The next time you shooting traditional marketing photos, consider pulling back the curtain. Let your customers see what really happens when the doors swing shut. Not only will you earn their trust—you might just win their hearts and turn them into true fans, ready to follow your story wherever it leads.
AI statement: I used my personal chatbot trained on 20 years of my content to help brainstorm ideas for this article.
Images: David Meerman Scott photos