Wisdom, in its truest sense, is not made from what we’ve learned—it is earned through what we’ve endured. Few others encapsulate this brand of resilient wisdom more than my latest guest on The Wisdom Of… Show, Matt Purcell.
From wading through his parents’ messy divorce at 6 years old and enduring years of racially-motivated bullying to founding Australia’s first verbal self-defense academy and cementing himself as Australia’s branding sensei with KYU Media, Matt’s journey epitomizes what can happen to us when we rebrand our invisible battles into visible breakthroughs.
Throughout our conversation, his message surges with uncommon depth and poignancy, illuminating the profound wisdom he’s gained from adversity and the tangible steps we can all take to step beyond our fear and into the spotlight of our radically authentic and timelessly impactful personal brands.
Want more insights on how you and your business can transform how you show up with Australia’s leading branding advisor? Watch the full interview with Matt Purcell now.
The Early Years - From Bruises To Breakthroughs
“The same year my family separated, I went to a new school. That bus I entered was a portal to a new Universe where I was a human punching bag.”
“All I knew was flight, which is when I would stay quiet and hope it would go away, which didn’t work because it teaches people it’s okay for them to keep treating you that way. And fight mode’s not good either because it gets you in trouble.”
Later in life, after years of struggle and the scars to show for them, Matt found that the best way to contend with conflict was somewhere in between. You use your words to disarm the aggressor before the situation has the chance to escalate, a practice he would later coin as “Verbal Self-Defense.”
What he shared next is a profound perspective that was born from these collective bruises, both visible and invisible, which can be invaluable for founders, senior leaders, and original geniuses alike.
“Now, I look at someone who has that spider sense and think to myself, ‘What did you have to go through to become that alert?’”
Many people go through life not really noticing the nuances of clever people around them—those who just figure out the right thing to do in the moment.
It looks like intuition or instinct, but it’s really preparation and process.
When you meet these people, and you have and will, ask them:
“What was the cost that gave you that spider sense?… That has allowed you to show up the way you do?”
This perspective speaks to the heart of true wisdom and can open the doors to deeper levels of rapport and respect.
Wisdom
This conversation soon expanded into a talk about wisdom and its foundational role in informing Matt’s growth.
“One of the true marks for wisdom is the longevity of their results. A wise person is largely who they are because they’ve had to deconstruct and reconstruct their work and, in some cases, their lives.”
Matt then built off of this concept, laying out five core traits that he believes constitute a person of wisdom:
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RISK: They’ve sacrificed something to get to where they are now.
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RESULTS: They have verifiable, tangible results that they can prove.
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RUNGS: They have been “through the gauntlet” and each growth stage.
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REVISITING: They have reflected on their trials and found the truth (wisdom)
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RECONSTRUCTION: They’ve broken down and built up their process/work
When someone exemplifies all of these qualities, they can become not only sages but stewards who take the collective lessons they’ve learned and wisdom they’ve earned and pay it forward with an increase to transform those around them positively.
This is the bedrock for all lasting global change—and it begins within each of us.
Branding
This theme of wisdom and the deep level of internal vulnerability and honesty that allows for such depth of thought is pivotal to Matt’s approach to branding.
“We are moving from the Institutional Age, where brands are automatically trusted, to the Age Of Authenticity, where people want to know the brands they’re interacting with deeply,” he stated.
This isn’t just a feeling; it’s a statistical fact, as highlighted when Matt told me, “84% of millennials don’t trust ads by the company that made them.”
This lack of trust shows the more significant shift from trust being freely given to trust being earned.
And it is earned when you know:
Who is behind this brand? – People trust brands with faces (Elon Musk over Tesla)
What do they stand for? – People trust brands that are transparent with their values
Are they living out their mission? – People trust brands that walk the walk
Ultimately, it comes down to being a visible embodiment of your work.
After all, “You have to be seen, to be heard, to be chosen.”
But what if being seen isn’t something you’re comfortable with?…
Fear Of Judgement
As founders, executives, and visionary leaders, we are all, at the core, creators.
The biggest lie that will stop you from creating what you’re meant to in this world is that “it’s not okay to be judged.”
“The truth is,” Matt began. “Of course they will. Judgment is inevitable, so we can’t let the thought stop there in the “what ifs.” We have to dig deeper.”
He then laid out a simple series of questions you can ask yourself when fearing judgment, which will help you rationalize your fear and see it for what it is.
Thought: “I will be judged.”
Response: “By who? What might they say? Why is that so bad? Is it true?”
These questions and similar ones can help you follow the thought to its core and expose the truth that those judging you and your choices are not the ones who have earned their way into your life in the first place.
It can be challenging to confront the fear of criticism, but it is imperative.
Not only to put yourself on the line for your work but to do so in a way that sets you apart from anyone else.
This is the difference between personal brands that fail and personal brands that flourish.
After all, “often, the size of your impact is proportional to your willingness to be judged,” he said—a statement that, when taken to heart, can empower and inspire the courage in any creative genius.
Resilience
The ability to face potential criticism and the courage to stand out in authenticity is not only the cornerstone of a successful brand but also a testament to a resilient and indomitable spirit.
“In the end,” Matt recalled. “We define the criteria we allow others to judge us through, so it is important to remember our inherent value.”
He then recalled the story of how, when one of his daughters tries on clothes, he doesn’t say, “You look beautiful in that dress.” He says, “You make that dress look beautiful.”
“As human beings, we value the things we do. In a way, we give dead things life by giving them a purpose,” Matt pondered as he considered the deeper implications of the message at hand.
And if you think about it, it is true.
For example, without a person to wear it, a shirt would just be a bundle of cotton.
And without a person to drive it, a car would simply be an idle machine.
And there’s a kind of magic to that.
As impact creators and meaning makers, we stewards of Original Genius don’t just give life to the world because of what we do or accomplish.
We have value simply because we gave the world our attendance and attention.
And for a man who at one point felt like literal rubbish from grade school bullying and who now is on a mission to empower millions to reclaim their power as brands and as beings, it indeed has come full circle.
Showing us all a better path forward.
To stand for ourselves. To stand for each other. To stand for a new brand of wisdom.
If you enjoyed what you read, I encourage you to watch this episode.
Immerse yourself in the inspiring journey of Matt Purcell, whose original genius has solidified him not only as Australia’s leading authority on personal branding but also as an example for us all that a better, braver brand begins with our willingness to unearth the wisdom waiting within.
Join the transformation and conversation…
Watch the full interview with Matt Purcell on The Wisdom Of… Show
And don’t miss Simon Bowen’s transformative masterclass on unlocking your hidden genius. Your future self will thank you.
