Fear is the Price of Courage: Tim Loh, ATO on Leading with Purpose

When you think about public servants, lawyers, or even senior leaders in large institutions, “social media spokesperson” isn’t the role that springs to mind. Yet for Tim Loh, Assistant Commissioner at the Australian Tax Office, that’s exactly the journey he’s taken.

It’s one that saw him pivot from a 15-year career as a lawyer into the public spotlight almost overnight — speaking to millions on live TV, radio, podcasts, and online. And it’s a journey fuelled not by ego or ambition, but by something far more important: earning trust in the digital age.

From fear of public speaking to national spokesperson

Tim is candid about the fact that public speaking once terrified him. So when his boss first suggested he consider a spokesperson role at the ATO, his instinct was to say no.

“One of the reasons for doing it was that I really wanted to conquer that fear of public speaking,” Tim recalled. “And this was one way I was going to do it — jumping straight into the deep end”.

The choice wasn’t just about conquering fear. It was about protecting trust in one of Australia’s most scrutinised institutions. Tim explained that he wanted to “showcase what we did at the ATO, give a bit of behind-the-scenes, and share our messages in a way that resonated with different audiences”. For him, LinkedIn was the platform to do it.

By embracing visibility online, Tim didn’t just find his voice. He reinforced the ATO’s legitimacy and accountability — proof that trust today isn’t claimed by institutions, it’s earned at the individual level

Humanising the ATO

That decision to lean into LinkedIn wasn’t just a professional tactic — it was a conscious choice to build connection.

“What I realised in the end was… people wanted connection. They didn’t want perfection”.

This isn’t just a nice-to-have. It’s what governance and growth demand. In an environment where trust is fragile, leaders like Tim demonstrate how authenticity can become a hard commercial lever — one that shapes public compliance, confidence, and performance.

Purpose over panic

As Tim settled into the role, his use of social media evolved. What began as a way to humanise the ATO became a platform for something bigger: purpose.

He explained that one of his values is “serving the next generation to create a level playing field”. Over time, that led him to post not only about tax but also about leadership, personal growth, and the mistakes he was learning from.

When he felt shaky, he asked himself: “What’s my purpose here?” That question, he said, “pulls me out of fear and into service”. As he put it, “purpose is stronger than panic”.

That purpose wasn’t abstract. It became personal the day his young son, seeing a photo of Tim in the studio with TV presenters, assumed his dad was “hosting a show with his friends”. In that moment, Tim realised he was showing his son — and by extension, others — what was possible.

Fear is the price of courage

For Tim, the heart of his journey comes back to a simple but profound idea: “Fear is the price of courage”.

“You can stay in your comfort zone, but that’s not where growth happens,” he told me. “If what you post online aligns with your values and it helps even one person, that’s success”.

He acknowledged that posting online opens you up to criticism — but added that this also builds resilience. In his words, fear may be uncomfortable, but it is also the cost of growth. And for Tim, values matter far more than vanity metrics.

That’s the essence of leadership in the digital age: stepping into discomfort not for personal profile, but for the trust and confidence of those you serve.

A final thought

On reflection, for me, Tim Loh’s story is more than a personal journey. It’s a case study in what it now takes to be a trusted leader in the digital age. He demonstrates that trust isn’t earned through titles or authority, but through authenticity, courage, and purpose.

For the ATO, this meant connecting more meaningfully with millions of Australians — reinforcing governance, accountability, and confidence in the system. For Tim, it meant growth, resilience, and the chance to show his son what was possible.

Tim's example is exactly what today’s leaders must do: show up authentically, connect intentionally, and lead with trust. Because in the digital age, trust isn’t soft or optional. It’s the hard commercial lever that shapes governance, reputation, and growth.

Until next episode, take care.

Roge Christie
Founder & Principle @ Propel | Podcast Host