Fasten your seatbelts and stow those tray tables, as we interview Joe Aston about his latest book, The Chairman's Lounge – The inside Story of How Qantas Sold Us Out. Joe is a former Australian Financial Review columnist and he discusses his experience writing about Qantas, its CEO and the company’s public branding crisis. He also shares insights on journalism, research and balancing objective reporting with creating a compelling narrative.
00:00 Introduction 03:36 Nat Newman’s writing tip 08:50 WIN! Murdle Australia by G.T. Karber 11:16 Word of the week: ‘penetralia’ 12:32 Writer in residence: Joe Aston 21:10 Joe’s switch from corporate life to journalism 27:25 The evolution of journalism 28:04 The pressure of producing quality content 29:02 Balancing reporting and opinion 31:18 The role of CEOs in public perception 34:06 Joe’s experience writing his book 37:28 Research versus the writing process 42:34 Future plans and new ventures 49:02 Joe’s advice for aspiring authors 50:50 Final thoughts
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