In 2018 I just wanted to sell videos to restaurants, not knowing anything about them or why they meant so much to the communities they served. Stubborn and naive, I remember a time where I would cold call venues just because they advertised in magazines. Hungry for a chance, I would call places to ask if they needed content and I will never forget the wake-up call I got from one owner operator in particular… “Before you even think about marketing for us, do you even know our brand story, let alone visited our restaurant?” I visited the next day and asked to speak to the owner, struggling to find the words - I just said to the chef (co-owner and husband of the lady I spoke with)… “I just wanted to come and say your wife taught me a lesson I will never forget”. I may one day share the success story with this particular venue that brings this story full circle after 7 years of embracing the lesson. But for now… Creatives, learn to put relationship before transaction. What’s your biggest freelance mistake you’ve ever made?

Last week, I had the privilege of sitting down with Natalie Tripodi, social media manager and retail manager of Queen’s Harvest, inside the heart of Melbourne’s iconic Queen Victori Market. It's one of those places where history hums through the walls — where every crate, label, and interaction feels like a story that’s still being written. And in that setting, Natalie shared something deeper than just business advice: she shared a blueprint for building a brand that’s both timeless and human. Here are ten lessons that stuck with me — and a few questions that might just change the way you think about your own brand. 1. Purpose Drives Endurance Natalie’s energy is anchored in legacy. She’s not just selling produce — she’s carrying forward a family story. “It’s not just a job for me. It’s about honoring where it all began.” It reminded me that purpose isn’t a slogan; it’s a compass that keeps you steady when everything else moves. 💭 Ask yourself: What’s the deeper reason your business deserves to exist — and are your customers reminded of it every time they interact with you? 2. Lead by Example to Build a Culture of Excellence Walking through Queen’s Harvest, you can see the standard Natalie talks about. Everything is deliberate — displays, uniforms, even how the fruit sits. “If you don’t care, there’s no reason for anyone else to.” 💭 Ask yourself: What unspoken standard are you setting through your own behavior — and does your team feel it every day? 3. Branding as a Lifestyle Their team uniforms aren’t just for work — they’re something you’d wear proudly on a day off. “We wanted uniforms that we could wear out in public and still look awesome.” That’s when you know your brand has crossed the threshold from business to belonging. 💭 Ask yourself: Could your customers or team wear your story — and would they want to? 4. You Eat With Your Eyes — Even in Produce As a filmmaker, this one hit home. Every apple, every display — it’s all intentional. Because beauty creates trust before words ever do.

This community is for every restaurant owner, chef, and filmmaker who’s passionate about capturing the true heart of hospitality. After witnessing too many restaurants close their doors because they lost their vision, I’m on a mission to change that.Let’s build a community of storytellers in hospitality who lift each other up and keep the passion alive. Over the past three months, I’ve distilled the uncommon insights behind creating videos that have created explosive profits rooted in purposeful authenticity, not fleeting trends — and the biggest mistakes to avoid after filming with more than 300 chefs. This is just a taste of what’s inside the first module of Mastering Your Camera. But before we dive deeper, I want to hear from you: Where are you at in your content creation journey, and what do you want to learn? Together, we can make a difference. Justin - Your SBA Teacher