Friday, September 25, 2020

What’s new?

Be a classic, not a fad. 

We are very down-to-earth in our approach to business. This is perhaps because we were older; at a tender-ish age of 41 when we started our business. The younger ones will probably say we are old fashioned – not open to new ideas, unfamiliar with what is new.

That is, of course, not true. In our line, we cannot afford not to be open to new ideas and technology. We need it. It’s mandatory for us. But we aren’t seduced by it.

Blame it on age. We have seen it. We have done it. We have been there and back. Thrice. It takes a lot for us to get excited.

It should be the same for your business. Don’t be too swayed by the changing winds. Focus on the unchanging. Focus on the demands that will always be a classic. My six years at DDB exposed me to one of my favourite Bernbach quotes, “It took millions of years for man’s instincts to develop. It will take millions more for them to even vary. It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.” 

What is old fashioned?

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