"In a world addicted to screens if you want to become a trusted leader you have to show up on video… or face becoming invisible."
Julian Mather 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 ABCTV, National Geographic and BBC. Through smoke and mirrors as a professional magician. Now a keynote speaker and author, he is democratising video for busy business professionals.
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Table of Contents
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company.
Julian Mather: I help business professionals who find video too technical, who don’t feel comfortable in front of the camera and who don’t know what to say to create authentic videos that earn more trust, more authority, more clients.
I do this from the keynote speaking stage at events (LIVE AND VIRTUAL) and conferences typically for SME, Corporate and Government plus I run on-site video training workshops and online courses.
I’ve seen the world through many lenses. Through a telescopic sight as an army sniper. Through the TV lens as a globe-trotting videographer for ABCTV, National Geographic and BBC. Through smoke and mirrors as a professional magician.
I’ve traveled far but my longest journeys have been from behind the camera to in front of it. From stutterer to professional speaker. From to polite dip eater to insatiable hummus addict.
2020 and 2021 threw a lot of curve balls into business on a global scale. Based on the experience gleaned in the past couple years, how can businesses thrive in 2022? What lessons have you learned?
Julian Mather: In a world addicted to screens if you want to become a trusted leader you have to show up on video… or face becoming invisible. Lucky you. It has never been easier to unleash your inner video star. Those with something to say – and the video skills to say it – are fast becoming the new trusted authorities that everyone wants to do business with. This is a once in a decade opportunity. There are no gatekeepers. There is next to no cost. There is no reason it can’t be you.
The pandemic seems to keep on disrupting the economy, what should businesses focus on in 2022? What advice would you share?
Julian Mather: If you are ready to implement video throughout your business, write these first principles down.
The tech will come and go, but these principles will stand strong. I live by these. Why? Because they work, and I’m only interested in what works. Write these on a card and keep them visible. They set new video professionals like you apart from the herd.
The Most Expensive Information in the World Is Bad Information – I have looked at dozens, maybe a hundred cardboard boxes brimming with unused video gizmos. Somebody said we should get this but we didn’t know what to do with it. Stop buying problems.
Tools, Not Toys – Did you know that professional cameras have hardly any of the extra features you find on consumer cameras? Nine out of ten features are gimmicks. From this point on, we’re finished playing with toys.
Little Hinges Swing Big Doors – Simplicity = reliability = a greater chance of success. I was taught this as an army sniper. I owe many successes to not overcomplicating things. You will too.
Start with What You Have – You don’t have to pay big to play big on the small screen. You already have Hollywood in your handbag. You already have a pocket-sized TV station, an anti-invisibility device for your business and the Swiss army knife of business tools at your fingertips. You already have a smartphone video advantage. Use it.
Be Fast – We all must make videos in minutes, not months. Everything you consider must reduce friction, not add to it. If video is a hassle, you simply won’t do it.
Good Video Habits Earn Money – It’s your money. Nurture habits that allow you to be on budget, on time, every time.
Distractions Dilute Your Message – Distracted viewers aren’t listening and taking the action you want. Stylistic video gymnastics and contortions can be fun, but commercially they make no sense. Use with care.
Shortcuts in the Field Often Cost Double in the Edit – Saving time and money is always appealing. Fixing recording mistakes in the editing room almost ALWAYS costs more than the money saved upfront by not rushing, cutting corners, and slipping into bad habits.
How has the pandemic changed your industry and how have you adapted?
Julian Mather: The speaking and training industry went from the big stage to the small screen. There was a rush to spend big on video and virtual tech. Many got poor advice and now have boxes of unused equipment gathering dust. You don’t have to pay big to play big on the small screen is one of the clear messages.
What advice do you wish you received when the pandemic started and what do you intend on improving in 2022?
Julian Mather: Stop listening to the Cult of the Amateur. First page Google results are home to the cult of the amateur. You’ll be told that high production value is everything by an army of cinematic warriors armed with gizmos galore and a lot of enthusiasm. I admire their skill. But new video professionals should question their advice. Has it been tested in the pressure cooker that you need for the daily grind of typical business videos?
You’ll be told AI-powered apps can magically make attention-grabbing videos for you. There’s some truth that you need to grab attention. It’s also fundamentally flawed. More and more people vying for attention don’t get more attention; they get less. The maths doesn’t add up. These are video bubblegum machines. It’s video spam, really, which is perfect if you treat your customers like one of the herd. It is a waste of time if building relationships matter to you. Relationships matter to me.
So rather than guess what new video professionals want, I asked. I started mentoring and coaching clients one to one to get a deeper understanding that I couldn’t get from on-site workshops and speaking from the stage. Turns out they want to get from being stuck to unstuck in the shortest time possible.
My focus for 2022 is to respect my client’s precious time. That means removing every last bit of fluff or filler from my processes.
Online business surged higher than ever, B2B, B2C, online shopping, virtual meetings, remote work, Zoom medical consultations, what are your expectations for 2022?
Julian Mather: We’re Going Paperless. The digital transformation is on. Digital used to support the physical world, but the tables have turned. The world’s biggest accommodation company, Airbnb, owns no hotels. The world’s biggest movie house, Netflix, has no cinemas. The world’s biggest taxi company, Uber, has no taxis. The world’s biggest retailer, Amazon, initially got that big without any stores. Brick and mortar are becoming click and order. Some call it a digital shift. You can choose what you name it, but you can’t choose to avoid it.
How many hours a day do you spend in front of a screen?
Julian Mather: Too much. I’m addicted to convenience. Whether it’s on the bus or wide awake with 3 am insomnia, we’ve become addicted to the convenience of smart devices. Problem is, text on smart devices is fiddly. Who likes typing with their thumbs? Not me. Video is more convenient. We’re also addicted to the convenience of information at our fingertips. Digital video is the new window shopping, the new sales clerk, the new instruction manual. We expect instant gratification, so don’t ask us to book a call with your salesperson. Just show me already! Show me how to fill out that form. Show me how to fit the tap washer you just sold me. Show me your commitment to a diverse workplace. Show me how your app works. Don’t make me jump through hoops or I’ll walk. Customers say that satisfying immediacy is often more important than loyalty. The digitally aware consumer is maturing and has reached a critical mass. They dictate the terms now.
So I spend the same amount of time as my customers and clients. That’s why I know that video is an essential part of the equation.
The majority of executives use stories to persuade and communicate in the workplace. Can you share with our readers examples of how you implement that in your business to communicate effectively with your team?
Julian Mather: Master the Art of Shutting Up
One of the best things I learned from working on a long-running documentary series on Australian TV called Australian Story is the technique of saying less to get someone else to say more. This series, now in its twenty-fifth year, has no narrator. The subjects tell the story themselves. The in-joke on the production team was that there are two times in your life you are allowed to talk about yourself for hours on end: in therapy and in an Australian Story interview. Both end the same way: in tears. As you unpack your thoughts and emotions, you often start to piece together the puzzle of your life. Insights that remained buried un- der the steady drum of daily life have a chance to rise to the surface.
During interviews like this, when you ask a probing question and you don’t get the answer you expected, the trick is to say nothing. Not a peep. People, as a rule, are very uncomfortable with a long silence, and to ease their discomfort, they’ll just start talking. They’ll start over-talking. It’s then that some of their best responses happen. A lot of the stuff they’ve been holding down just bubbles up.
So when I communicate with my team I give them a safe space to speak and the time to let the thoughts percolate up.
Business is all about overcoming obstacles and creating opportunities for growth. What do you see as the real challenge right now?
Julian Mather: The Video Production Paradox
If trust matters to you and your business, then the video production paradox matters to you. Every business will need a mix of both traditional, professionally made videos and authentic videos typically made in a DIY style. Things have changed. Five years ago, all a business needed was a website video and a few product videos. The customer demand for video, most of it authentic, is now driving the need to create videos. In short, we need to be making a truckload of videos these days: FAQs, social, updates, explainers, training, testimonials. How are you going to meet this growing demand for authentic video? Enter the video production paradox.
You Might, They Can’t
You might be able to make highly polished professional videos. I don’t know your skillset. All power to you if you can. But professional video production houses can’t make authentic videos. It’s not in their language. It’s not in their DNA to make videos that don’t look professional. They try. Maybe 1% pull it off. Generally, the harder they try, the worse it gets.
Witness those bank and insurance ads that mimic a homemade look and feel to back up a script that purports that they have been with us through the important moments of our lives, like the birth of our children, the first day of school, the first kiss… you know the type. Argh… don’t pretend you know me that well (though they probably do with the amount of data they have on me!) and that we’re friends. It’s often insincere and leaves a bad taste.
So the paradox is you might be able to make the videos they can, but they can’t make the videos you can—the kind of genuine authentic videos that customers are asking for. You might, they can’t. So if they can’t, who has to? PAUSE FOR EFFECT. That’s right—you.
In 2022, what are you most interested in learning about? Crypto, NFTs, online marketing, or any other skill sets? Please share your motivations.
Julian Mather: The 4IR – Fourth Industrial Revolution – fascinates me. I’m a lifelong learner so I’m diving into Crypto, AI and machine learning and Internet 3.0. Not understanding the fundamentals of these will put you at a disadvantage.
A record 4.4 million Americans left their jobs in September in 2021, accelerating a trend that has become known as the Great Resignation. 47% of people plan to leave their job during 2022. Most are leaving because of their boss or their company culture. 82% of people feel unheard, undervalued and misunderstood in the workplace. Do you think leaders see the data and think “that’s not me – I’m not that boss they don’t want to work for? What changes do you think need to happen?
Julian Mather: Build Trust – Trust is your most valuable online currency. We share what we trust. It’s no longer about who you say you are; it’s about who Google says you are. If you break trust, it’s on the record. If you want to be trusted, it’s show-time!
Show Respect – Solve, don’t sell. Being sold to sucks, and being manipulated hurts. Trusted authorities make people’s life’s better, not worse. Show respect by not wasting your client’s time. Instead, invest your time in making videos that benefit your clients. Julie Masters advocates the keep it or share it rule. Would they want to keep it? Would they want to share it?
Show Don’t Tell – Video is proof that your ideas/your convictions/ your actions have integrity. People want to see you walk the walk, not just talk the talk. Stop hiding behind your words.
Show Up Daily – People want to see before they buy. Show up on social. Show up on your website explainers. Keep showing up as their trusted advisor and when the time is right, they’ll find you.
On a lighter note, if you had the ability to pick any business superpower, what would it be and how would you put it into practice?
Julian Mather: Strangely enough, poetry. The power of poetry is the economy of words to say a lot. We could all do with saying less.
What does “success” in 2022 mean to you? It could be on a personal or business level, please share your vision.
Julian Mather: Sammy the Bull Gravano stopped me in my tracks. Literally. This mafia underboss said something on a podcast. It was the most compelling customer satisfaction guarantee I have ever heard. Around twenty years old, he was invited into a mafia family by the boss.
The boss said, “Listen, Sammy, you got to hook up. You’re a tough kid. You’re in fights. You know what’s going to happen. Someday, you’re going to hit the wrong guy. They’re going to find you in a trunk. You come with me. You’ll be part of a family.” He said “I’ll never lie to you. I’ll never backstab; whatever I ask you to do, I’ve done. And I will do it with you.” And I knew exactly what he was talking about, but I liked his pitch and I shook his hand.
“I’ll never lie to you. Whatever I ask you to do, I’ve done. And I will do it with you.” I have adopted this.
From 2022 on, this is my guarantee to my clients and customers.
Jerome Knyszewski, VIP Contributor to ValiantCEO and the host of this interview would like to thank Julian Mather for taking the time to do this interview and share his knowledge and experience with our readers.
If you would like to get in touch with Julian Mather or his company, you can do it through his – Linkedin Page
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