Most corporate videos are watched once, forgotten instantly, and never spoken of again.

I help internal comms and marketing leaders make sure theirs are not.

I’m Joe Hickey, founder of Shatter Media. I work with brands like British Gas, Arriva, Rathbones and Knight Frank to turn strategies, announcements and events into clear, human stories on video.

My focus:
• Messages people actually understand and feel
• Leaders who feel real on camera
• Content that supports your wider comms plan, not just another “nice video”

If you own engagement, adoption or alignment inside your organisation, I help you create video that does its job.

Joe Hickey

My eldest has just captured me!

It's not what you think!

A little throwback to the end of last year, my son's school assignment was to shadow his old man in a days work.

That just so happened to fall in the infamous Budget Day.

His task, document the day, what we're doing, a few tips a long the way, and edit it into a story-driven vlog style video to showcase a bit of the behind the scenes of some of what I do.

How did he do? Let me know and I'll pass on the feedback!!

📽️ 📽️

Joe Hickey 🎥

Turning strategy, change & events into stories your people remember | Video for internal comms & marketing leaders | Founder – Shatter Media

Stories Are Back! 📖

Not LinkedIn Stories, Although, unpopular opinion, I didn’t hate those.

I mean actual storytelling.

The King of Shortform content TikTok, has been quietly pushing micro-dramas,  short-form, episodic content that hooks you, then makes you come back for the next part.

This is feeding the holy grail of metrics, retention time. It is also driving repeat traffic due to content consumers coming back to see the next episode.

So that's great but what can we learn from this?

Simple:
✅ Think in stories, not snippets
✅ Build episodic arcs for your content, not just one-off's
✅ Don't just bolt CTA's at the end, but weave them into the content;
Tease - Demonstrate - Social Proof

This isn't just a trend, it's a consumer's behavioural signal.

And honestly, it’s exactly why I built my BrandStory Video product in the first place, documenting real journeys, showing experience in action, and proving quality instead of claiming it.

If your content feels forgettable, it’s probably because it’s not telling a story.

If you want help doing that properly, you know where I am.

🎬🎥🎬

Longform Vs Shortform 🎥

So which is better?

In a nutshell... 🥜 neither.

Each serves a different purpose. 

Let's keep it simple

Shortform = Attention, visibility 👀

Longform = Trust, connection, authority

Utilising both effectively, deployed at the right time, leads to conversion and action!

If you're interested in how, then let's chat 🗨️

🎥🎥🎥

The importance of flexibility!

Now I'm not one who can do the splits, but I'll give it a go!

Ok, ok, maybe I don't mean that kind of flexibility, god knows I'm not as nimble as I used to be.

Yesterday demonstrated how being flexible cannot only help you go the extra mile for the client, but also save your own arse!

To set the scene quickly, I was running a camera operator job for an event at a racing circuit, classic cars, lots of noise and the smell of fuel, it was a lot of fun!

Not my gig, but a friend of mine so I was assisting him and his team, the client wanted a really simple video of classic cars with some racing and rally drivers flying around the circuit as part of his presentation, which would be shot in the morning, edited quickly after and added to the PowerPoint.

Simple enough until we checked on the hired camera (which for events we hard wire power in) and the batteries weren't working.

3 large batteries, completely dead, a faulty charge, and no way of getting power out onto the track to the camera to capture the footage.

None of us panicked, none of us worried, we ran a couple tests to ensure there was no way of rectifying the hired kit.

Then, as I always tend to, I had some of my own kit with me, including my camera for a "just in case" moment, this was that moment.

We were right in time, I got my camera, got set up, ran out, got the shot. 

Problem solving is all part of the job, it's the fun part.

Video solutions can impact business in a big way, gain attention, build trust and concert clients, reach out and lets see how video can help your business 🎥🎥🎥

A luxury hotel CEO just went viral on TikTok.

With a simple method...

Not because of a marketing campaign.
Not because of ads.
Not because of a trendy hook or jump cuts.

Because she told stories.

✅ Behind-the-scenes moments.
✅ Day-to-day realities.
✅ Human observations from inside a very polished world.

And people loved it.

Millions of views.
Huge engagement.
Increased brand awareness and job applications.

She didn’t just “create content”.
She documented experience.

No over-produced scripts.
No trying to be an influencer.
Just a real person, in a real role, sharing real stories and real personality.

Authority building at its finest.

And it’s a reminder that storytelling isn’t about drama or viral tricks, it’s about context.

Letting people see how things actually work.

Letting them trust you before you ever try to sell them anything.

This is exactly why polished, generic brand videos are losing their punch…

…and why human-led storytelling is winning.

If you’re a founder, leader, or expert wondering why your content feels invisible, ask yourself this:

Are you posting snippets…
or are you inviting people into a story?

Because stories don’t just get watched.
They get remembered.

🎬

I Coach CEO’s and Entrepreneurs to Scale UP to 7 Figures in Sales, Profits and Shareholder Value for 7/8 Figure Exits / Coached 500+ clients to £1m+ / £25m of Exits in 2022 😎 I’m #MadeByDyslexia and 💜 Purple

Are you wanting to Scale UP to 7 Figures in Sales, Profits and Enterprise Value? 

Need more Accountability to make sure you hit your goals? 

What if I told you there was a Proven path to Level Up your Sales, Profits and Freedom - well there is and you can learn it. 

Would you want to know more..?🤔

For the last 19 years, I’ve been Business a Coaching and Mentoring business owners just like you in my Masterminds to get the results and lifestyle they desire and deserve.

But I’m not just a Business Coach, I’m an owner like you! 

You see I own three successful growing businesses that help companies wanting to fix their biggest challenges, Marketing, Teams and Video Marketing Content.

But it’s not always been this way…

In fact, I've had business failures along the way, a divorce, and even a life-threatening illness... But the point of sharing this with you is to show you there is a better way...and I can guide you there because I have the map and it’s called the “Grown-Up Business System”.

When you start building a “Grow Up Business” you will:

✅ Never have to worry about having Cash Flow to pay salaries or suppliers again
✅ Be able to work “On” the business while your Management Team “Runs” the business
✅ Have a clear Scale Up Strategy to follow and execute on
✅ Attract top talent to join your team and help build your dream.
✅ Enjoy more time off with your family knowing the business will continue to grow 

If you think this sounds like marketing hype just read what a few of my coaching clients say…

⤴️ “We went from loaning the business money to make payroll to generating an additional £1.2m+ in new sales and over £500k in Net Profits” 
Steve Family Owned Bodyshop.

⤴️ “Paul’s helped us scale up from 2 employees to a team of 30+ and develop as leaders. My husband and I are less stressed, have more time and we have passed the £1.2m target we set initially” 
Sheena & Paul,  Landscape Garden Designers.

⤴️ “When we met Paul we were working long hours and the whole business revolved around us. Now we have a great management team in place, work a few days a week and the business has grown by 45%" Ian & Nicola, Cyber Security Company.

⤴️ “Before Paul, our growth had stalled. Today sales are up 51% in the last 6 months, we have passed £3m+ turnover, expanded into 5 new countries and there are no signs of it stopping!” 
Tom  Eye-ware Manufacturing Company.

Do you have a Grown-Up Business that you want to Scale? If so let's connect or chat I'm here to help...

Take my the Scorecard linked here and get a Free 12-page report or Visit www.paulavins.com

Paul Avins - The Grown UP Business Coach

I almost had a burnout again before Xmas! 😱

But remembering this strategy saved me and reconnected Sue and me to what really matters…

Yes that age old Founder and CEO patten (story) of promising myself “I’ll just push through this month and then rest…” nearly got me again 😱

Thankfully I remembered to use these powerful question to get me recharged and reved up so I wanted to share them with you for 2026. 

1) What’s really making you feel this tired?
 -> Is it open loops? Poor sleep? Not saying No? 

When you break down what’s causing the emotional exhaustion you can then start to work on potential solutions. 

2) What’s the Real Impact of just stopping for 24/ 48hrs to regroup?
-> This helps you sift your focus aways from 🔥fighting to freedom building and getting distance.

When we are pushing hard it’s easy to fall into the trap of thinking everything is Urgent!. 

I always go back to the 4 Quadrants from 7 Habits and refocus on what’s Important and links to my Long Term Goals 🔑

3) How can I shift my Environment to get a fresh perspective?
-> Can you get away for a night? Work from a different location? Go for a Walk or Gym session

The fastest way to change how you feel is to change your environment. 

I chose to take Sue to our favourite Spa in Woburn for a morning of relaxing and reviving. 

Our brains 🧠needs decompression time away from screens and constant demands. 

Remember you are doing CEO work when you are investing TIME ⏰ in yourself and your energy. 

The result of a short weekend away?

I came back with renewed focus and feeling 🔥UP to help my team and clients kick of 2026 💪🏻

What’s your top recharge tip? Let me know in the comments as I’m always learning…

PA

———

If you got value from this post then Follow Me ✅

Or join thousands of CEO’s getting my Scale Up Tips by subscribing to my Saturday Newsletter 👇

https://lnkd.in/exSnE2qT

Keep going and keep growing!

Paul  Avins

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Where does all growth and success come from? It all starts with a question…

Yesterday Nicola Anderson and I ran an amazing Leadership Kick off event for the UKLC Group in Liverpool - what a city! 

You can feel the creative energy here and reminders of its history and connection to music.

What’s great about days like these is they: 

✅ Let every business share their wins and positive progress over the last 12 months and there was a LOT to celebrate 👏🏻

✅ Set powerful intentions for the next year and share Strategic Plans to have them critiqued and assessed by the Leadership Mastermind 😎

✅ Share what’s working in one business across the group and identify opportunities to add more value to clients with new products and programs. 🤝

✅ Help the Leaders to Level UP their Mindset and Identity - we kicked off the day with a 2hr Training session all about how to shift Limiting Beliefs 💪🏻

So what’s the question the word Imagine reminded me to share with you? 

It’s this - What if we could <Fill in your 10x Goal> in have the time? 🤔

It opens up your mind to think bigger - the access the creativity deep inside and perhaps…..

Create a way you can achieve your 5 year goals in 24 months - and you have to LOVE that outcome 💜

Thanks to Céline Aloé CEO at UKLC Education Group Tregarran Percival Jago Brown and the whole team for a great day and for allowing us to coach you all to higher levels of Perfromance!  

PA

#teamwork #teamdynamics #Growthmindset

Have you ever tried the healing powers of a sound bath? Well last week my Mastermind had the opportunity…

One of the F’s in my Faster Growth Formula that we cover in my F12 Masterind is for - Frequency! 

If you want your business to shift up - you have to shift your vibrations to a new level of being. 🤩

So what better way to finish Day 1 of the two day kick off meeting that with a brand new experience. 

The room was so relaxing bathed in purple light 💜because it’s a high vibration colour not just for me 

We were blessed with an amazing therapist who helped us all to focus on the No1 feeling we wanted to release or experience going into the new year. 

They we laid back, relaxed and let the different sounds and frequencies wash over us for the next hour.

Some people drifted off to sleep…

Some go to have a deep emotional shift…

Personally I had many emotions come up…

Afterwards we shared our experiences and everybody agreed it was a powerful and positive way to end day one. 

I have a feeling we may do another session before the year ends 🙏🏼

Have you tried it? What did you think? 

Would you like to come to a Manifestation workshop where this was included? 

I would 💜to hear your thoughts on this…

PA
#positivevibrations #goodvibes #health

Want to Scale UP in 2026? Then you need these 3 key elements…

1) Strategic Growth Blueprint
-> Clarity on where you real growth will come from

2) The right Team Dynamics
-> Using Contribution Compass we show you who you have and who you need in your Team

3) Your Million $|£ Money Map
-> I help you map out and build a highly converting and high profitable product eco system

PLUS you get one one Mrs A’s amazing healthy brain food lunches! 😉

I only do 2 of these session at my office a month in stunning Oxfordshire.

Want to know more? 

Comment below 👇as I’m opening Febs slots now

PA
#growthmindset #scaleupyourbusiness

🚀 How you start the year sets the tone for everything that follows.

Over the last few weeks, I’ve been running team kickoffs with leadership teams who wanted more than another meeting.

They wanted focus.
They wanted alignment.
They wanted energy — without hype.

This is the 5-step process I use every time:

• Take the team off-site to shift thinking
• Pre-publish a clear agenda so everyone arrives aligned
• Balance teaching + celebration (skills and culture)
• Share the growth roadmap so people know what winning looks like
• Finish with a high-energy activity that brings it all together

Why does this matter?

Because you can’t ask people to think about the future of the business
while they’re stuck in the day-to-day.

And you can’t expect higher standards
if you haven’t created the environment for them.

The interesting thing is this:
Every client we ran these for last January went on to have a record year.

That’s not coincidence.
That’s what happens when identity, clarity, and execution line up.

If you’re planning a team kickoff — or thinking “we should probably do one” — I’m happy to talk it through.

👇 Comment KICKOFF or DM me KICKOFF and I’ll send you more details.

Let’s start the year properly.

P.S. I go deeper on topics like this in my weekly newsletter.
If you’d like more practical thinking around leadership and scale, you can join my community of Founders and CEO’s by clicking here 👇

https://lnkd.in/ehvQmvkE

graphical user interface, text, application, chat or text message

Warning ‼️What the Guru’s have been teaching you about achieving your Goals in 2026 is wrong 😱

My new Podcast with Brian Mayne is about to drop and it’s finally unlocked HOW to harness your Brain to supercharge your Goal Achievement 🤩

- Tried long list of Goals without success? 

- Triend affirmations but nothing changed? 

- Feel that personal development is just “snake oil sales” without any science to back it up?

Well this conversation will finally show you How To use Goal Mapping to build the life you always wanted - no hype, just honest real and raw advice from a man who really have used this tool to transform his life. 

I’m excited to share it with you! 

PA

Goal Setting Secrets and how to use Goal Mapping 

What do most people get Wrong about Setting Goals? Here is a taste of the amazing value Brian Mayne delivers in the first full podcast of 2026…

The episode is live on Spotify now 👇

 https://lnkd.in/eEv8TrEm

The full Trailer is dropping tomorrow…

This really was an Amazing conversation 🤩
PA

#goalsetting #growthmindset #businessgrowth

This simple question will change everything…🤔

The No1 Success Skill to develop is know what you REALLY want to show up in your life and business.

Not want you “think” you can achieve - that’s you limited conscious mind talking to you 😱

What you really DESIRE - as this lights a 🔥in your Subconscious and starts the Attraction process with the Universe…🧲

Get super clear on this and then get to work 💪🏻

Because you get Paid on what you get…Done! ✅

PA
—————
Like this quote Follow me for more #mindset tips

Want #ScaleUp Advise to grow you business then subscribe to my Saturday Newsletter 👇
https://lnkd.in/ehvQmvkE

If you want to #scaleup your business in 2026 then make sure you’re getting my weekly e-Newsletter like thousands of Founders & CEO’s

You can subscribe here https://lnkd.in/ehvQmvkE

Plus get a FREE 7 Day Coaching course to help you add 7 figures in sales to your business 📈

I’ll send it to you every Saturday PM so it’s perfect to read after you’ve ✅ the family duties.

PA

#businessgrowth #growthmindset #ceotips

What does it take to build a Grown Up Business? 

After 20+ years of coaching Founders and CEO’s I can tell you it’s all about these for things:

1. Clarity of Vision and Mental Resiliance to keep
Moving forward inspite of setbacks 

2. Passion in your 💜 for serving you customers and creating products that solve real problems

3. Recruiting and Building High Performing Teams as you Scale Up for you stay in Flow 

4. Harnessing the power of Technology / Ai to create massive Leverage across different functions in the business. 

‼️Remember all of these compound over time so you need to stay in the game long enough to see the real results. 

PA
#growthmindset #businesscoach #scaleupyourbusiness

What’s the No 1 thinking skill you need to succeed in a fast moving world to achieve your goals? 

In this short clip Brian Mayne breaks it down and shows you why your past does not equal your future…🔥

Check out the full 2hr conversation now Live on YouTube 👇

https://lnkd.in/eSGY2Zyk

PA
#growthmindset

If you want to achieve your goals in 2026 should you be using Dreamboards or are they a waste of time? 

In this clip Brian Mayne explains why they only tap into half your 🧠 power and how you can create then the right way…to supercharge your success! 

Check out the full episode now 👇
 https://lnkd.in/dRJgCy3q

PA
#dreamboards #personalgoals #growthmindset

This is so good should be charging for this information ‼️

This clip from my new #podcast with Brian Mayne is SO good as it unlocks the secret to achieving your Goals in 2026…🔥

Full Podcast is Live later today at Lunchtime 
PA 

 #growthmindset #personaldevelopment #scaleupyourbusiness #goalsetting

When setting Goals you have to be definite with the Universe to harness the power of the conscious and subconscious Mind 😎

Listen to how my first Podcast guest of 2026 Brian Mayne explains how to harness this power 💪🏻

Check out the full conversation via the link 👇

https://lnkd.in/eSGY2Zyk

Have you listened to it yet? What did you think?
Let me know in the comments…

PA

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