Are you applying temporary fixes?

In any endeavour, a solid foundation is crucial. Without it, everything built on top is prone to collapse. Often, people misdiagnose issues and apply temporary fixes to problems rooted in fundamental flaws. It's vital to recognize that much of what we believe to be true may only be partially accurate or entirely false. As the Tao De Ching states, "Knowing others is intelligence; knowing yourself is true wisdom. Mastering others is strength; mastering yourself is true power." Continuous learning and self-awareness are key to true growth and stability.

Have you built a solid foundation?

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Would you challenge your own thinking?

You need to stop yourself when you keep saying, “…these things do not apply to me and my category and my company is totally different.” While every company and segment of consumers have their own uniqueness, some commonalities occur and some principles can apply. That is at least a starting point we can begin our diagnosis. With some hypothesis we can start to develop some findings and we can start challenging from there.

Can you progress with a hypothesis?

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What do you use?

As consultants, you need to use knowledge and experience that most apply to the specific client. One can’t use ‘universal’ principles and say that it applies across clients and categories. In marketing we have dogmas and at best principles. Not laws. Even with principles, we need to think critically. In this case, one doesn’t just need to have expertise but experience as well to truly do justice to the work we do for our clients.

Can you apply well?

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Can you at least be relevant?

Good copy is always a welcome break some consumers look forward to in an ad, or a radio or TV script. Classically trained copywriters always keep in mind that they are intruding into the consumer’s personal space whether they are writing a DM, press, radio or TV script.

The late Yasmin Ahmad whom I had the honour and privilege to work with personally on many accounts used to say, “Eh people watching TV program la, you kacau people to watch your ad. At least make it entertaining la.”

Can you make sure it is entertaining?

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How do you present?

A great presentation is very much like a great symphony. The structure and movements, harmony, melody, orchestration, rhythm and development needs to interplay. These should be present in a great presentation. The idea is to hold the audience interest in each and every way, one building onto the next. You can’t say, let’s keep the best parts till the end or let’s keep the best parts in the middle. It’s how you want to play it that maintains the audience’s attention throughout. 

How do you sell?

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When was your last success?

Success or setback; celebrate or mourn, but always move forward. Clinging to past successes or failures can anchor you. It stops you from progress. You are only as good as your last project and if that project is years ago, learn to create the next big successful one soon. If you have had failures and setback over and over, keep your focus on future opportunities and continuous improvement.

Neither success nor failures should hold you back.

How do you progress?

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Do you want to be like them?

"They laugh at me because I'm different; I laugh at them because they're all the same." – Kurt Cobain

For entrepreneurs, this quote underscores the value of embracing your unique vision and approach. In a world where conformity is common, standing out can be your greatest asset. Innovators and disruptors often face scepticism, but it's their distinctiveness that drives progress and sets them apart. Instead of blending in, focus on what makes your ideas and strategies unique.

How can you be unique?

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