514 — Learning design was never about building courses

Well, I am going to pivot to more highfalutin territory, Kami.

So I was reading this year's Edelman Trust Barometer, specifically the report that they did on brands.

So the Trust Barometer is run for 26 years.

It's a longitudinal study.

They survey this year 34,000 people across 28 countries and they ask all sorts of questions.

Generally, this will not come as a surprise, they have been tracking an erosion of trust in institutions and governments and people and employers and brands and so on.

But the one that jumped out at me this year that I thought was super interesting is that trust is now as important as quality and value for money when people are making purchase decisions.

And actually it kind of, I think, connects to your decision to go instructor-led, Tim, and your sort of real push on video.

Like when loads of people are creating AI slop, you, Tim, talking about stuff that you think has become a premium.

And I think that's something that businesses need to think about as well.

It's so fascinating.

I know we're, we're at the end here, but, uh, like one of the things that, one of the things I'm changing, like I think about like when I started doing YouTube, the, a lot of the people who do YouTube or videos, like the goal was like, how do I get great lighting? How do I get my audio perfect? How do I get my video perfect? And now it's going back to like, people don't want the polish.

People want it rough and authentic and cut and dry and dirty.

And, um, and so it's just interesting how, how sentiment has changed in terms of how you, define authenticity and trust.

So that doesn't surprise me.

And a nice pivot to Tim, anything you want to plug, where can people watch your dirty videos or read your book? That didn't

sound right, Ross.

You can get my book on Amazon.

Just search instructional design on Amazon.

The dirty video, like once AI has taken all of our jobs, maybe then I'll put out the dirty videos because that's what will be left to make money.

I have no idea.

But you do have a very successful YouTube channel.

Yeah, you can find me on YouTube as well.

And those are, you know, I curse a little, but I remain clothed.

A different kind of