“Change is not a process. Change is a decision.”


Julian Mather


Society has experienced four big shifts:




1. The digital shift




We don't read, we watch. We don't meet, we Zoom. Brick and Mortar became click and order. Video is almost this new reading and writing. You can't afford to be a video-illiterate leader now.




2. The move to a self-serve society




We're addicted to the convenience of information at our fingertips. Show me how to fill in the form. Show me how to fit the tap washer you just sold me. Don't make me wait, just show me already.




3. A shift in trust




Banks have let us down, churches have let us down, politicians have let us down, big brands have let us down. We trust strangers now to take us to the airport in an Uber more than we trust the CEOs we work for. We trust people more than brands.




4. A move towards transparency




There is a citizen and consumer-driven demand for transparency. Don't tell me that this is a great place to work, show me. Don't tell me you support diversity, show me.




Along with these shifts, there are three new sectors of video - legacy, artificial intelligence (AI) generated and new video. The new video is persuasive video, it is personal. It is individuals turning up on camera, speaking to one person out there and trying to help solve their problems. Help them change their mind and go from confusion to clarity, fear to confidence and mobilize them to what you think, is a better future for them. This is the area that Julian Mather works in.




Have you read: The Primal Video Leadership Journey – Justin Brown




Julian has seen the world through many lenses - through a telescopic sight as an army sniper; through the TV lens as a globe-trotting cameraman for ABC TV, National Geographic, and BBC; through smoke and mirrors as a professional magician. He believes that you have got to stand firm in your belief that you do not need anybody's permission to turn up on video and try and help them.




Most people hate how they look, hate how they sound and feel technically way out of their depth when it comes to video. Julian offers a new approach for professionals who know they must use video to improve their leadership but have been avoiding the change. He provides the systems and shares the new rules and tools to help overcome the fear and unleash your inner video star. When people become confident video presenters they win more trust, authority, clients and jobs.




Perfection is no longer attractive and if you can turn up with a little bit of vulnerability, with a little bit of imperfection, it actually works well.




Have you read: Technology Leadership with Geoff Quattromani




To get you started, Julian has created an acronym that is a great reminder when putting a video up on LinkedIn or even sending someone a video. A SMART video is Simple, Meaningful, Authentic, Relevant, and Tight.




For those who love a good metaphor think of it this way – you have got a big potato of knowledge and you want to share it with someone. If you stick it down their throat they choke. What you need to do is turn that potato of knowledge into fries…




The complete interview where you can learn how to speak to the right people, with the right message, at the right time, can be listened to here, on audio platforms, or watched here, on The Culture of Leadership (TCoL) YouTube channel.


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