00:00 Well, certainly it was a lively week for the organization.
00:08 The organization didn't take control of that narrative.
00:12 The communications were a bit thin and a bit slow.
00:16 There could be mitigating circumstances there.
00:18 The owner, Singtel, not based in Australia, but we'll come back to that.
00:23 So the communications were led primarily by Michelle Rolands, who is looking to build
00:30 a meaningful picture.
00:33 So let's start with Wednesday, where I felt they fell down.
00:36 And this is hard.
00:38 Look, I've been involved in far too many crises, and the facts aren't around.
00:43 Whether it's outages, whether it's cyber breaches, whether it's aviation, you lose a plane offshore,
00:49 you haven't got the facts.
00:51 You don't have that black box for months, but you still have to fill that vacuum.
00:55 So it begs the question, what do you do?
00:57 And what I didn't hear on Wednesday was more of those values from Optus.
01:03 What I'm talking about there, specific Optus values, they talk about customer focus, they
01:08 talk about integrity, and they talk about teamwork.
01:11 So you can say something, and it gives customers an idea of being, well, special.
01:17 We're social animals.
01:18 If you reach out to us and feel engaged, we feel a little better.
01:22 So there should have been far more of those values playing out, and you communicate relentlessly
01:29 until you're blue in the face.
01:31 The broader, I guess the more macro picture is what happens now, and still there's that
01:36 need to control the narrative.
01:38 Again, what I mean by that is, look, there's a few storytellers now, influential storytellers,
01:43 including communications minister.
01:44 There was a Senate inquiry, and states will have their own inquiries.
01:50 So it's vital that Optus doesn't just wait for those.
01:53 They've said they'll cooperate.
01:55 Of course they'll cooperate, but it's vital that they kick off their own process and start
02:00 to look at the organization and ask some tough questions.
02:06 It's going to be hard, but collectively, the instinct is to rush through that week.
02:12 Let's get to next week, and let's get to business as usual.
02:15 Don't do that.
02:16 Dwell on it, and explore that culture.
02:19 Ask yourself some tough questions.
02:21 [BLANK_AUDIO]
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