From Polished Reviews to Raw Reality: My Journey from Motoring Journalist to Creator

Ten years ago, reviewing a car meant something entirely different.

Multiple camera crews. Perfect lighting. Polished scripts. Professional editing. Everything had to be "broadcast quality." That was the standard we lived by.

To even get that opportunity? Somebody had to give you a chance, a platform to operate on - a website to write for, a radio station to host, a TV programme to present. You needed permission to perform.

Like many of my peers, we aspired to be Top Gear, crafting elegant automotive reviews that people loved watching. The production value was immaculate. The delivery was polished. The scripting was perfect.

But here's what fascinates me today:

When I do a casual walk-around video with just my phone, speaking naturally about a car, people are actually making purchase decisions based on these raw videos. They're messaging me saying "I bought this car because of your review."

Think about that for a moment.

Viewers trust a casual phone video more than a perfectly produced TV show when making decisions about purchases worth hundreds of thousands of ringgit.

This shift represents something profound about how media consumption has evolved:

Polished content entertains. Raw content drives decisions.

It's not just in automotive content. This transformation is happening across every industry. People crave authenticity over perfection. They want relatable over aspirational.

I learned this lesson personally when I shared about closing down my business and being in debt. Instead of damaging my reputation, it enhanced it. People responded with unprecedented engagement and support.

That's when I realized: The old rules of media no longer apply.

You don't need a broadcasting license to reach millions. You don't need perfect production to influence decisions. You don't need to maintain a flawless image to build trust.

In fact, trying to maintain that "perfect" image often creates distance between you and your audience.

This evolution has democratized influence. But it's also created new challenges. How do you stand out in a world where everyone has a platform? How do you build trust when authenticity itself has become a marketing tactic?

I've spent the last few years figuring this out, moving from traditional media to creating content that actually drives decisions. And I want to share what I've learned.

I know this is late notice, but tomorrow, 13 May 2025 at 2pm, I'm hosting a 45-minute webinar: "From Polish to Power: Building Real Influence in the New Media Landscape"

I'll break down:

• Why polish entertains but raw content converts

• How to create content that drives real decisions

• The exact framework I use to build trust at scale

• Why most "authentic" content fails (and how to fix it)

Want to join us? Click here to reserve your spot: [LINK]

Always cheering you on,

Kon