Shaping your digital culture!
I’m one of those “video-guys”. Despite what you may think, it’s a gender neutral term, and applies to anyone who makes videos for a living. You might hear it casually mentioned in conversations like:
A: “Who makes your content?”
B: “I’ve got a video guy.”
Videographers have indeed become the "plumbers" of the digital world.
However, the term “video guy” is becoming increasingly vague. It’s like asking for a coffee. How do you take your venti, half caff, triple-shot, extra hit, no foam, soy latte with two pumps of vanilla syrup - with or without a sprinkle of cinnamon on top?
While I prefer a good old fashioned black tea myself, there’s merit in being specific, especially when it comes to video production.
For instance, I don’t make wedding videos. It just isn’t for me.
The digital content landscape - especially within video - is incredibly diverse. If you look closely, you’ll find video professionals specialising in sport, food, retail, manufacturing, and more. They understand their niche sectors and tailor their teams and resources accordingly.
Furthermore, every organisation develops its own digital culture — its unique approach to all things digital, from communication and creation to consumption and collaboration.
And this is precisely what I aim to address — the core of it all.
Can you define your digital culture? Whether you’re a business, charity, council, school, team — whatever you do, if you’re using digital resources, you have a digital culture. You might not realise it yet.
If your expression resembles this emoji 🤨 then you’re in the right place! This article promises to offer you valuable insights.
Hi! I'm Tom, and I have a confession. I'm not just a "video guy". I enhance positive creative digital cultures.
When combined, these four words … positive … creative … digital … culture … have transformational power. In this article, I’m going to share why and how to tap into it.
First up ...
1. Positive
According to an Independent UK survey, 1 in 3 Brits are unhappy with their jobs.
Now, is this just the UK suffering from a lack of optimism? Do we need to cut out the negative self talk, develop a stiff upper lip and see the sunny side of every situation?
There’s a lot to be said for reframing negative thoughts into positive ones. But is it simply mind over matter? Or — is being positive, more about making real changes to improve your life and relationships?
Leaders and experts in positive psychology and organisational behaviour offer several strategies for making places more positive to work.
Create a positive work environment by fostering trust, collaboration and open communication. This includes a culture of appreciation, recognition and inclusivity.
Promote emotional intelligence. This includes developing self awareness, self regulation, empathy, and social skills.
Build social connections by promoting a sense of belonging, camaraderie, and shared purpose among team members.
Celebrate successes and milestones. Reward positive behaviour and accomplishments.
Create a healthy work life balance. Reasonable hours, flexibility and initiatives that prioritise the wellbeing of the individuals.
Embrace change and adaptability. Maintain a positive and forward looking approach.
Lead by example. Demonstrate positivity, resilience and optimism. This includes modelling effective communication, problem-solving, and decision making skills.
That might seem like a lot to take in, but let me distil it into 10 simple actionable steps that I have adopted:
Arrive early with a smile on your face.
Be prepared.
Create a team name.
Start the day with an icebreaker.
Discuss accountability before assigning responsibilities.
Promote storytelling — don’t be afraid to tell stories.
Arrange 1-to-1 meetings to discuss plans, progress and problems.
Use sticky notes when conducting ideation meetings.
Don’t judge ideas (or people) too quickly.
A little empathy goes a long way.
I started my first company at the age of 21. Over the years, I had the privilege of working with a fantastic team, but on occasion I noticed negative attitudes creeping in at familiar junctures of the process:
The critical planning stage.
Time-restricted activities such as filming days.
The final 10% — delivery of the project.
In each scenario, I found that positive participants made all the difference. Whether it was making crucial decisions in the planning meeting, remaining calm during filming, or staying focused in the project’s final stages, positivity was paramount.
Positivity stemmed from purpose. Participants believed they could make a difference, and they channelled that mindset into positive results, rather than questioning why they were there in the first place.
If you’re thinking - “I bet they were pretending to be positive because they were getting paid,” consider this: while external rewards like money may play a role, genuine positivity in the workplace stems from personal fulfilment. Money does not guarantee honest communication or a willingness to contribute beyond the scope of required tasks.
Build a culture that knows how to tackle your toughest challenges by championing in everyone’s ability to make a difference.
2. Creative
Creativity is not confined to artists or individuals in creative fields — it's a gateway to countless possibilities. From innovation and problem-solving to adaptability and resilience, creativity encompasses a spectrum of valuable traits essential for individuals and organisations alike.
I resonate deeply with the quote,
“The more creativity you use, the more you have.”
However, the challenge lies in tapping into that creativity and sustaining it. It's like tending a fire — constantly adding fuel to keep it burning bright. Without regular practice and stimulation, creative juices can stagnate, leaving us stranded in a cold rut.
Enter the 4 Rs technique — a powerful tool for nurturing creative thinking:
Re-expression - saying it or seeing the challenge differently.
Related Worlds - borrow an idea or thinking from a completely different sector.
Revolution - turn it on its head, subvert, and invert the norms.
Random Links - find random objects and make a connection with the brief.
While these techniques may seem unconventional at first, they are remarkably effective. Having produced hundreds of video campaigns, I can attest to their value in exploring and expanding creative horizons.
I also advocate for nurturing creative qualities such as confidence, curiosity, observation, humility, mindfulness, resourcefulness, energy, and action. Creating safe spaces for individuals to step outside their comfort zones is essential. Creativity thrives not through force but through regular play and practice.
As the quote goes,
“We don’t rise to the level of our expectations, we fall to the level of our training,”
A sentiment often credited to a Navy Seal — a poignant reminder of the importance of consistent effort and dedication.
Reflecting on my own journey, my first professional mentor emphasised the importance of taking proactive steps toward my goals. She said, “If you want to direct videos, then do it. As often as you can. Don’t wait for permission.”
Waiting for inspiration to strike is a luxury few can afford. Even in creative environments, complacency can creep in if left unchecked. It's imperative to shake things up and embrace new challenges with enthusiasm and determination.
3. Digital
Digital is so much more than gadgets and screens. It’s a gateway to a whole new world of possibilities.
Back in the 15th century, when the printing press was invented, there were many sceptics. While some feared it would undermine ruling authorities, threaten livelihoods, and create economic upheaval — others recognised its power to spread stories across the globe.
Ultimately, the storytellers prevailed.
Digital isn’t solely about technology. It’s about connecting, learning and exploring in ways that enrich our lives.
Adaptability is paramount in the digital landscape. Whether you’re an early adopter or a latecomer, new technologies seamlessly integrate into our lives, sparking debates over their costs and benefits.
I recall doing homework without the internet and consuming content in the pre YouTube era. I also recall the excitement of my first Nintendo Gameboy and ten years later, buying my first iPhone. From MSN Messenger to Facebook, Twitter, Instagram, Google and Chat GPT, each innovation has marked a digital milestone.
But let’s shift our focus to the professional sphere.
In the digital age, data is king. Organisations harness data-driven insights to gain deeper understanding of customer behaviour, preferences, and trends. By leveraging analytics, organisations can make informed decisions. The world is inundated with digital data and the ability to extract actionable insights is a game-changer.
However, ethical considerations loom large. As stewards of the digital domain, accountability and ethical practice are imperative. Despite progress, cyber threats, online trolling, and scams persist, sparking broader concerns about digital's impact on health and wellbeing.
I have three daughters and I often wonder about the digital landscape they will grow up in. Is it better to encourage, shield, say nothing at all?
Matthew McConaughey shared something that really stuck with me about parenting teens. He said to his son,
"Go live your life, Levi and if you're doing something you think is worth sharing, then share it. Don't wake up every morning thinking, "What can I do that will be a good share?”
What’s your take on this?
Personally, I think it's great advice. It promotes authenticity, quality over quantity, purpose driven engagement and a balanced approach to digital engagement.
Striking a healthy balance between online and offline activities is important but not straightforward. However, by evaluating our digital interactions - both their benefits and drawbacks - we gain greater control over them.
Okay, onto number 4. Stay with me. This one ties it all together.
4. Culture
Culture is like a tapestry, intricately woven with stories, traditions and everyday moments. It’s hard to define because it’s made up of so many things. Some say it’s the language we speak, the things we do, and the art we create — it’s the essence of who we are.
Culture brings us together. With the internet and travel, cultures mix and blend, creating a beautiful mosaic of diversity.
But what does culture mean to you? Do you feel like you belong in your school, your workplace, your community? Does it strengthen your identity and wellbeing?
During an interview, Denzel Washington was asked why his movie ‘Fences’ needed a black director and his response was, “It’s not colour, it’s culture.”
Washington continued,
“Steven Spielberg did Schindler’s List. Martin Scorsese did Goodfellas, right? Steven Spielberg could direct Goodfellas. Martin Scorsese probably could have done a good job with Schindler’s List. But there are cultural differences. I know, you know, we all know what it is when a hot comb hits your head on a Sunday morning, what it smells like. That’s a cultural difference, not just colour difference.”
In the workshops I lead, I ask participants, “What kinds of stories are you best qualified to tell?” It’s not about genres — it’s about what speaks to us deep down, about the things we understand and relate to.
We see culture in everything — from stand-up comedy to TikTok videos. It's what makes us laugh, cry, and connect with each other.
However, culture is not always positive, just as creatives are not always digital. It requires a conscious effort to bring it all together.
The clients that I have worked with can testify that producing a video is only part of the bigger picture. What I strive to do is …
Lead with positivity.
Champion creativity.
Share digital knowledge.
And embrace culture.
I just so happen to create videos too 😊
Hopefully, I have given you some food for thought today. If you enjoyed this article please leave a comment. Feel free to contact me if you have any questions or further interest in this topic.
Thanks for reading!
Tom
