In this episode, Mary Conquest speaks with James MacPherson, the straight-talking host of the influential podcast and YouTube channel, ‘Rebranding Safety’, who also recently founded his own consultancy, ‘Risk Fluent’ (with his wife).In this unrestrained interview (with some colorful language), James leaves Safety professionals with no doubt about how the profession can improve itself.After describing his journey, he dives straight into his forthright views about Safety’s image problem and the “bickering” about Safety theory.James is never afraid to challenge traditional approaches to Safety, but he also challenges the ‘labeling’ of alternative views and clearly defines the role he’d like academics to play.He doesn’t hold back in his damning assessments of Safety Associations and HSE training and shares his concerns about the prevalence and impact of “Trickle-down Safety’.James completes his passionate appraisal of the Safety world by urging EHS practitioners to embrace AI, focus on critical thinking and calm down!Find out more about James’ work:Risk Fluent Ltd - Health, Safety and Culture consultantHis ‘Rebranding Safety’ podcast and Youtube channel:Rebranding Safety on Apple PodcastsRebranding Safety | Podcast on SpotifyRebranding Safety - YouTubeJames highly recommends these other podcasts for Safety practitioners:The Safety of WorkPodcast - The World of Work ProjectCautionary Tales | Tim Harford…and the following books:The Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation, and GrowthBy Amy EdmondsonRebel-IdeasBy Matthew SyedJames MacPherson on LinkedIn:James MacPherson | LinkedInSafety Labs is created by Slice, the only safety knife on the market with a finger-friendly® blade. Find us at www.sliceproducts.comIf you have any questions, please email us at safetylabs@sliceproducts.com