69. David Shein, OIF Ventures | The smartest reputation strategy is being yourself

Most conventional wisdom about executive profile building starts with being seen, and having an opinion. But what if the smartest strategy was almost the opposite?David Shein built ComTech Communications from an idea into what many consider Australia's first tech unicorn, sold it, and now backs the next generation of founders as co-founder of OIF Ventures. He is also the author of a book that tells you exactly how he sees himself: The Dumbest Guy at the Table.He will happily tell you he is "not very good" at social media. Look a little closer, though, and it turns out he is doing the single most valuable thing a leader can do online: he never shows up for himself, but spends his time backing founders, crediting his own team and lifting other people up. In this conversation, he and host Roger Christie discuss why integrity and consistency are not leadership soft skills, but commercial ones. They talk about culture as a genuine asset, why empathy and high performance go hand in hand, and the one thing that has not changed across four decades from PCs to AI: every company still has customers, staff and business partners, and how you treat those three decides everything.David is candid on the fear that kept him honest, on being the same person whether he's in the boardroom or replying to a LinkedIn comment, and on why the "dumbest" way for leaders to use these platforms might just be the smartest. Because - online or offline - it's about focusing on others, and being true to yourself.TIMESTAMPS02:21 - From South Africa to Australia's first tech unicorn 04:43 - Building ComTech, and what "legendary customer service" really meant 08:23 - Why empathy and high performance go hand in hand 11:23 - Products change, people don't: the one constant in four decades 19:53 - Words that match actions, and the fear that kept him honest 22:29 - The same person in every room: the Cisco speech story 26:12 - Listening more than broadcasting: David's 40-to-1 ratio 33:46 - Why the "dumbest" strategy is actually the smartestSUBSCRIBE FOR REGULAR INSIGHTSTo sign up to Roger Christie's regular newsletter, head to: https://www.propelgroup.com.au/subscribeCONNECT WITH ROGER CHRISTIEHave a question, feedback or want to connect with Roger? Head to: https://www.linkedin.com/in/rogerchristie Hosted on Acast. See acast.com/privacy for more information.

Would you say the main thrust of your communications reflects your competence, or character?It's a question Roger Christie puts to leaders in his workshops, and - in this episode - one his guest answers with hard data.Shahar Silbershatz is the co-founder and CEO of Caliber, a stakeholder intelligence firm in Copenhagen that has spent years measuring what actually earns trust for some of the world's biggest brands, including Airbus, Audi, Microsoft and Coca-Cola.His finding is striking, and it holds across years of data: when it comes to driving trust, character beats competence, every time. Innovation, differentiation and even leadership have quietly become "hygiene factors" - the price of entry. Particularly in an AI-generated and synthesised world, what genuinely sets organisations and leaders apart is character (and, above all, integrity - the sense that you do what you say). The catch is that character is far harder to prove, and it demands consistency across every behaviour, and every decision.In this conversation, Shahar and Roger explore why it is easier to be visible than understood, the risks that come from being loud but hollow, and the evidence needed to make decisions with confidence about the best approach leaders and organisations should take today. It's full of practical guidance for anyone weighing up how visible they should be, and how they can build and maintain belief with key stakeholders once seen.TIMESTAMPS03:26 - How reputation forms: awareness versus familiarity06:40 - The hard part: visible versus understood09:15 - Listen first: reputation is what you do, not what you say12:24 - Character beats competence: inside the driver analysis19:44 - Authenticity is not vulnerability, and the loud-but-hollow trap22:11 - When the CEO is the wrong spokesperson24:49 - AI, synthetic content and the authenticity backlash31:11 - Why most people don't link the CEO to the company, and why B2B is differentSUBSCRIBE FOR REGULAR INSIGHTSTo sign up to Roger Christie's regular newsletter, head to: https://www.propelgroup.com.au/subscribeCONNECT WITH ROGER CHRISTIEHave a question, feedback or want to connect with Roger? Head to: https://www.linkedin.com/in/rogerchristie Hosted on Acast. See acast.com/privacy for more information.

For years, leaders have been encouraged to tell better stories. New research from Dr Jacki Johnson now suggests - for some organisations - that may be the most dangerous advice they could act on.Jacki is an author, board director and a former insurance executive and chief executive, including six years leading IAG New Zealand through the Christchurch earthquake recovery. She has chaired the United Nations Environment Programme Finance Initiative and co-founded the Australian Sustainable Finance Initiative. She then pursued a doctorate on a question she needed to answer: how do listed companies actually create value for all stakeholders?The answer does not lie in messaging; it's found in governance.In fact, in her research across the ASX200, of the four archetypes she identified, the group carrying the most risk was one you might least expect: the "strategic storytellers." Those with a strong narrative, but whose communications capability runs ahead of governance.What makes this risk so hard to spot is that it easily happens through drift, not design. Strategy gets set in the boardroom, the narrative takes shape somewhere else, and that narrative is repeatedly shared "by" executives who never held the pen that wrote it. Each handover makes sense, yet the distance between them is where risk compounds. In Jacki's words, these organisations are "one month away from a question being raised by some stakeholder [asking]: 'How real is this?'"This episode of the Your Digital Reputation podcast highlights the importance of alignment between governance and communications, and shows how the "digital mirror" - that reflects a company's cracks to the outside world, long before anything formally shatters - is well worth paying attention to. Tune in now to hear Jacki and host Roger Christie provide a fresh perspective on the risks and rewards to consider online.Jacki's book, When the Mirror Shatters: Moving from Broken Promises to Creating Stakeholder Value, is now available.TIMESTAMPS:00:05:23 - Jacki's own "mirror shattering" moment00:08:09 - The royal commission, and what she had missed00:11:09 - Twelve practices that separate the high stakeholder value companies00:17:06 - Why employees are the first to know00:22:41 - From boardroom strategy to published narrative, and who holds the pen00:31:17 - The chairman's lounge problem00:39:07 - The four archetypes, and what value creators do differently00:45:00 - Why storytelling is not the problemSUBSCRIBE FOR REGULAR INSIGHTSTo sign up to Roger Christie's regular newsletter, head to: https://www.propelgroup.com.au/subscribeCONNECT WITH ROGER CHRISTIEHave a question, feedback or want to connect with Roger? Head to: https://www.linkedin.com/in/rogerchristie Hosted on Acast. See acast.com/privacy for more information.

What is your reputation actually worth?Mike Smith built Zero Co from a kernel of an idea in his childhood bedroom into a home-cleaning brand that not only served more than 100,000 Australian households, but also sought to tackle the enormous global problem of single use plastic pollution in the process.He became the public face of one of this country's biggest crowdfunding stories, a regular feature in mainstream and social media feeds, and rode the wave of public support on his mission to remove one billion bottles from our oceans.Only a few years later, he also became - in his own words - one of the biggest startup failures in Australian direct-to-consumer. In 2025, Mike had to wind the company up, telling 3,500 investors their money was largely gone.As he reflects: "We tried this really brave thing that no one in the world had ever tried to do before - and it didn't work."In this episode of Your Digital Reputation, Mike shares something very rare with host Roger Christie: he tells the whole story. The conception, the growth, and the world-first paper-packaging bet that ultimately brought Zero Co undone. He shows enormous courage in explaining what went on behind the scenes, why he went quiet for 12 months, and what he learned about himself in the process. He also explains the raw impact being so active and so visible online had on him as a person. And how his investors, customers, staff and supporters responded when he shared it was all coming to an end.It's an incredibly raw, generous conversation about visibility, vulnerability, burnout and what your own reputation is really worth when everything else is stripped away. As Mike says: "I would love to share some of my journey with people so they don't make the same mistakes that I made."This episode is for anyone who has ever put themselves on the line for something they believed in. TIMESTAMPS:00:02:17 - From a winemaking exit to a beach full of plastic00:06:43 - The supermarket moment that became Zero Co00:10:08 - Becoming the face: Kickstarter and a rocket ship00:14:41 - Why vulnerability built belief00:22:42 - What actually went wrong00:30:01 - Handling it publicly, crumbling privately00:35:27 - What came back: the response to the closing post00:43:07 - Going quiet, and the second actSUBSCRIBE FOR REGULAR INSIGHTSTo sign up to Roger Christie's regular newsletter, head to: https://www.propelgroup.com.au/subscribeCONNECT WITH ROGER CHRISTIEHave a question, feedback or want to connect with Roger? Head to: https://www.linkedin.com/in/rogerchristie Hosted on Acast. See acast.com/privacy for more information.

Leadership belief forms from everything you do, is often decided on when you're not in the room, and is tested whenever your leadership falls under the microscope - any belief is either lacking and exposed, or present and pays dividends.Allison Rossiter has spent her career quietly and consistently building it, and is reaping the benefits today.As she shares on this episode of Your Digital Reputation, her healthcare journey runs from the north of England through Canada, California and now Australia, including as managing director of Roche Diagnostics Australia through the pandemic, CEO of an ASX-listed diagnostics company, and most recently Country President at Novartis. She refers to herself as "courageously authentic". What that means is simpler: she has only ever been one person - in the boardroom, at the kitchen table or over coffee.Ali's career is a lesson in belief. Initially, that belief came from other leaders - when she was tapped on the shoulder, convinced she was about to be fired, and ultimately offered a job she felt unprepared for, she was reminded how someone believed in her before she believed in herself. Everything she has built since is an attempt to do that for others.Because Ali now knows the impact of belief and empowerment. Of encouraging others to believe in their own unique qualities and abilities. And this isn't a "warm and fuzzy" philosophy - it has strong commercial outcomes. When she decided to leave Roche, the business was growing at three times the market.In conversation with host Roger Christie, the two map a chain reaction that shows just why Ali has been so successful: authenticity creates connection, connection creates belief, and belief is what produces performance. You'll hear about the book she has handwritten a message inside for hundreds of employees, the birthday cards she still writes by hand, the lunch bill she couldn't pay, and the feedback she continues to receive about being the most authentic leader many have worked with.Belief might compound quietly, but is obvious when it's needed. This is a conversation about how it gets built.TIMESTAMPS:00:02:18 - The tap on the shoulder that changed everything00:06:34 - Rough diamonds, and what great leadership is actually for00:11:15 - What "courageously authentic" really means00:14:35 - The risk: walking away when you still have a mortgage00:17:29 - The book, the handwritten messages, and a calling card00:25:56 - Birthday cards, a lunch bill, and why nobody else bothers00:32:07 - A pandemic, 1,400 media interactions and awareness with limits00:42:49 - Growing three times the market, while still being human00:44:51 - The mirror test: a message for boards and execsCONNECT WITH ROGER CHRISTIEHave a question, feedback or want to connect with Roger? Head to: https://www.linkedin.com/in/rogerchristie Hosted on Acast. See acast.com/privacy for more information.

For decades, "communication" was largely a one-way flow, with stakeholders on the receiving end. Whether via a press release, internal comms or investor relations - organisations could essentially set a narrative and expect it to land. The model worked.But that world of controlled, one-way communications has been steadily reshaped, first by rolling news, then social, now AI. There's a new world - and a new way - shaping reputation today. And you can't go alone.Laurence Stellings leads RepTrak's Advisory practice across EMEA and APAC, and with the firm's recent Global RepTrak 100 study, he has observed a major shift: reputation is now a multiplayer game - shaped less by the polished messages you control, and more by what your stakeholders say in the wild.In conversation with host Roger Christie on this episode of the Your Digital Reputation podcast, Laurence and Roger explore what this means, and how "multiplayer" runs in two directions at once: externally, as customers, regulators and the public shape your story, and internally, as every employee, top to bottom, brings it to life.With the key learning being not to control what words go out, but to control how clearly you communicate your mission. Get that right, and you can trust stakeholders to carry your ideas in their own language, to their own networks.Laurence shares plenty of great examples to bring this to life: a Finnair cabin crew member who outsold every glossy advert in a two-minute chat; Adidas turning a sub-two-hour marathon into a cultural moment; Barilla pairing pasta with Formula One and al dente Spotify playlists.As AI floods our feeds with sameness, the leaders who earn trust will be the ones who say less, say it consistently, and let real people carry it further than any channel could. Tune in to hear some great ideas and examples that remind us all - the risk of not being believed is far greater than the risk of not being seen today.TIMESTAMPS:00:03:11 - From one-way broadcast to genuine conversation: 30 years of change00:05:00 - What the Global RepTrak 100 reveals this year00:07:56 - Adidas, and why a story has to be worth sharing00:14:30 - Your most trusted voice is on the frontline (the Finnair story)00:21:25 - Barilla: Formula One, heritage and al dente playlists00:27:38 - Reputation "in the wild" - where belief beats polish00:35:00 - Best practice: say less, say it more oftenCONNECT WITH ROGER CHRISTIEHave a question, feedback or want to connect with Roger? Head to: https://www.linkedin.com/in/rogerchristie Hosted on Acast. See acast.com/privacy for more information.

For leaders in high-trust sectors, control has long felt like safety. Control the message, control the narrative, control how you show up, and nothing can go wrong.But, as Alex Chapman explains in this episode, that instinct is now quietly doing the opposite of what was intended - particularly in our digital world - and executives risk being caught out.Alex is Head of Communications for Europe and Canada at Allergan Aesthetics, and has spent his career advising executives on reputation in some of the most heavily governed environments, including global pharmaceuticals, the public sector, and as an experienced press secretary in Australian politics. He has held senior regional and international communications roles, including at one of the world's largest pharmaceutical companies, where he focused on media and reputation across more than 190 international markets. His assessment of communications, reputation and "control" has led to a memorable metaphor: as he describes it, managing a leader's voice today is like "strangling water" - the harder you grab, the less you actually hold. His reframe is subtle but powerful. The problem isn't control itself; it's what leaders and comms professionals try to control.As he discusses in conversation with host Roger Christie, it's time for organisations to stop controlling the outputs (the words, the script, the message) and start controlling the inputs (the preparation, the guardrails, and - above all - a genuine understanding of the leader and their passions). Because the more something feels managed, the harder it is to believe.Alex unpacks why digital has compressed the news cycle from a day to five minutes, how advisers can best push leaders forward rather than away, and how the most effective shifts happen like a dimmer, not a light switch. He shares the story of a leader who went from a deactivated LinkedIn and a fear of cameras to "hungry to engage" in under two months, and exactly what made that transition possible.Tune in for a practical, refreshingly human take on why trust is built by participating (not performing), and why letting go of control is exactly how leaders can earn it today.TIMESTAMPS:00:02:26 – From Sydney to Switzerland: Alex's reputation career00:03:30 – Why "control = safety" took hold in regulated sectors00:07:00 – The point where control starts to erode trust00:08:50 – "You can't script a good conversation"00:11:30 – The commercial case that changes a leader's mind00:17:20 – Signals vs behaviours, and the permanent digital record00:19:30 – Control the inputs, not the outputs00:28:00 – Two leaders, two very different journeysCONNECT WITH ROGER CHRISTIEHave a question, feedback or want to connect with Roger? Head to: https://www.linkedin.com/in/rogerchristie Hosted on Acast. See acast.com/privacy for more information.

Like most CEOs, Tara Castle's leadership journey has never been about self-promotion. It’s been about making people feel connected to something bigger than themselves.As CEO of Queensland Gives by Queensland Community Foundation, overseeing nearly $200 million in FUM, Tara spends her days helping charities, communities and philanthropists create meaningful impact across the state. But for a long time, she struggled with the idea of building her own public profile online, feeling that the spotlight should remain firmly on the organisation and the causes it supports.But people - and algorithms - don't work that way.They want to hear from leaders, and in their own voices. When done the right way, by turning up as themselves, and building trust and relationships at scale, leaders like Tara can generate exponentially more visibility and credibility with key stakeholders than they ever could hidden behind the brand.Host Roger Christie had the pleasure of working with Tara over 12 months as part of an International Women's Day program. As they discuss in this episode of Your Digital Reputation, it was only once Tara discovered the impact she could have by showing up as herself online - and then gained the confidence to do so - that the real benefits for Queensland Gives and its partners became clear.From sharing the deeply personal story behind her blood donation advocacy, to documenting her “50 mountains before 50” challenge and passion for thrifted outfits, Tara explains how opening small windows into her life unexpectedly strengthened stakeholder relationships, expanded Queensland Gives’ reach, and created new opportunities for collaboration and impact - on and offline.This is an episode every executive needs to hear. Tune in to hear Tara's perspective on finding your voice online, why authenticity matters more than polish, and how leaders can create genuine connection through the stories only they can tell.BONUS: if you're Brisbane-based, make sure you check out her recent “Social Good Map of Brisbane” initiative on LinkedIn. Another fantastic example of using digital platforms to drive real-world community impact and support local social enterprises. TIMESTAMPS:00:03:37 – Why visibility matters for mission-driven organisations00:05:00 – The tension between personal profile and organisational purpose00:08:44 – Tara’s early approach to LinkedIn and corporate messaging00:17:28 – Why human stories cut through where organisations can’t00:21:00 – The deeply personal story behind Tara’s blood donation advocacy00:25:00 – Why authenticity can’t be manufactured, and Tara's personal story examples00:35:30 – Turning visibility into real-world impact through the “Social Good Map”CONNECT WITH ROGER CHRISTIEHave a question, feedback or want to connect with Roger? Head to: https://www.linkedin.com/in/rogerchristie Hosted on Acast. See acast.com/privacy for more information.

For years, leaders have been told to be more visible: show up, post more, build a presence.But as Craig Badings makes clear in this episode of Your Digital Reputation, visibility was never the goal - belief is.Craig is Partner and Reputation Practice Co-Lead at SenateSHJ, and one of Australia’s most experienced advisors to leaders navigating high-stakes reputation moments. Drawing on insights from the Future of Reputation 2030 report and decades of crisis experience, he brings a clear perspective on what actually builds trust today, and what erodes it.Because reputation isn’t something leaders manage through messaging. It’s an outcome of what they do. And when there’s a gap between what’s said and what’s done - the “say-do gap” - stakeholders notice, and they stop believing.In this conversation with host Roger Christie, Craig unpacks the growing risk of performative leadership, why generative AI is accelerating that risk, and how organisations can unknowingly create a “reputational cliff” when content outpaces credibility.He also shares several real-world examples from decades advising leaders through moments that matter - from the early warning signs organisations miss, to the decisions that quietly build into very public consequences.Tune into this episode for a practical and highly relevant discussion on why trust is now a commercial asset, how leaders can close the gap between signals and behaviour, and what it takes to be believed in a world where everything is visible.TIMESTAMPS:00:02:15 – From "management" to reputation as an outcome00:05:05 – Key findings from the Future of Reputation 2030 report00:08:36 – Visibility vs believability, and why alignment matters00:11:47 – The rise and risks of performative content and AI-generated messaging00:16:40 – Avoiding the “reputational cliff” through better intelligence00:23:33 – Why stakeholder understanding must inform decisions00:31:08 – Building credibility through consistency and coherence00:35:49 – Practical steps leaders can take todayCONNECT WITH ROGER CHRISTIEHave a question, feedback or want to connect with Roger? Head to: https://www.linkedin.com/in/rogerchristie/ Hosted on Acast. See acast.com/privacy for more information.

Leadership today doesn’t happen behind closed doors. It happens in public view - and that changes everything.In this opening episode of Season 7 of Your Digital Reputation, host Roger Christie sets the scene for a new era of leadership. One where visibility is a given - even risky, at times - and where trust and belief are the ultimate goals.As a precursor to his guest conversations this season, Roger explores a series of real-world scenarios where leaders and organisations are so easily exposed online, and the ramifications that has for stakeholder engagement offline. He also flags what leaders must do differently to build trust in a world where everything is visible, searchable and scalable.Roger charts the journey of executive trust online: from the watershed moment of COVID; to the rise of the CEO celebrity; and the crucial role generative AI plays in building and undermining credibility today. He also introduces key concepts for this season and beyond: trust leak; signals and behaviours; and why the risk of not being believed is far greater than the risk of not being seen.Whether you’re a leader navigating these challenges, or leaders are urgently looking to you for guidance - this episode sets the scene for what lies ahead, and will help you reassess your role, your presence, and the signals you’re sending every day.Tune in to set the foundation for Season 7, and to better understand what it takes to build, protect and scale trust in today’s digital environment.SUBSCRIBE FOR REGULAR INSIGHTSTo sign up to Roger Christie's regular newsletter, head to: https://www.propelgroup.com.au/subscribeCONNECT WITH ROGER CHRISTIEHave a question, feedback or guest idea for Roger? Connect with him here: https://www.linkedin.com/in/rogerchristie/ Hosted on Acast. See acast.com/privacy for more information.