What CEOs can learn from Shaun Evans, Nestory Irankunda and David Koch

Friend,

A referee, a footballer and a breakfast TV host shouldn't have much in common.

Put them together, though, and they reveal one of the biggest shifts happening in reputation.

This week all three dominated search, social feeds or headlines.

My point?

We're used to institutions controlling attention. That no longer works, at least while Australia remains a semi-functional democracy.

Companies are still communicating, governments explaining and experts interpreting. They're just not dominating public attention the way they used to.

Instead, trust is increasingly flowing (rightly or wrongly) toward people who create a compelling image, show believable emotion or explain complexity in a way any Australian can understand.

This week we got all three.

Shaun Evans: visuals travel faster than explanations

The Shaun Evans controversy wasn't really about a referee, it was about a visual.

A split-second moment became a global conversation before anyone asked poor Mr Evans wtf, or FIFA had a chance to respond.

It was classic social media “shoot first, ask questions later”.

That's increasingly how reputation works. It’s

Image
Outrage
Social media
Media
Explanation

My advice is to make 5 happen at about 3.5.

Nestory Irankunda: authenticity beats polish

Nestory Irankunda got our attention because he scored the first Australian World Cup goal, making sporting history as the youngest man to do so.

He kept our attention because his reactions were real and he sounded like a person, not a media trained zombie.

Almost all our audiences are good at spotting manufactured messages.

This means your media or presentation training should find “real you” and lean on that.

David Koch: translators beat experts

Kochie's enduring superpower isn't expertise, it's translation.

He takes something complicated and explains why it matters to your life i.e. your mortgage or family budget.

Most companies and leaders still communicate in language that’s too technical. Yes, there are reasons for that, but great communicators explain consequences not complex stuff.

Finally

These stories point to the same thing: authority increasingly comes from images, personalities and translators.

That's a trust trend, not a media one.

I’ll leave you with one question: are the signals you're sending helping, or hurting, your leadership, reputation and business goals?

Signals are leadership.

I’m running a small number of Leadership Signals Reviews for CEOs, Boards and exec teams ahead of FY2027.

Reply with "signals" for more.

Best,

Carden | she/her (here’s why that matters @work)

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On our radar:

The other big stories this week

D-Day: Aussies sweating on RBA decision

The RBA held the cash rate at 4.35% despite inflation remaining above target, with economists still divided on the outlook for rates. David Koch welcomed the decision, warning Australians were already struggling with higher mortgage repayments and cost-of-living pressures.

Two weeks to go and still waiting for details on ‘new’ super tax

The government is facing criticism for failing to provide key details on its new superannuation tax on balances over $3 million, just weeks before it takes effect, leaving uncertainty around how it will apply to defined benefit pensions. Financial advisers and super funds say the lack of guidance is making it difficult for retirees, including former MPs and public sector workers, to make informed financial decisions.

ASX 200 soars on US-Iran peace deal but rally doubts mount

The ASX 200 rallied as oil prices fell following the US-Iran peace deal and the RBA held rates, though analysts warned inflation and potential future rate hikes could weigh on markets. Views remain mixed, with some expecting further weakness while others see improving conditions for retail stocks.

Get to know your journo

Jonathan Shapiro, The Australian Financial Review

Jonathan Shapiro is a senior reporter at The Australian Financial Review, where he has spent more than 16 years covering financial markets. He is known for his in-depth, analytical and nuanced reporting on banking, capital markets, hedge funds, private equity and corporate debt. Jonathan’s journalism combines breaking financial news with insightful commentary on the institutions, deals and regulatory developments shaping markets, making him a highly regarded voice among readers and industry decision-makers.

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This week's market movers

Big plays, bold bets, and (occasional) unconfirmed speculation

The big Aussie short: Hedge funds bet a record $11 billion against the big four banks– Hedge funds have placed a record $11 billion short bet against Australia’s big four banks, driven by concerns over high valuations and a weaker housing market, though analysts see it as a correction trade rather than systemic risk.

$1.3 trillion in three days: SpaceX is a meme stock now– SpaceX has surged $1.3 trillion in three days, driven by momentum trading and speculation rather than fundamentals.

More than 150 workers shown the door at billionaire’s iron ore operations– Gina Rinehart’s Hancock Prospecting has cut 150–200 jobs at its Roy Hill iron ore operations as part of mine optimisation and slowing output at the ageing site.

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