Run in? Run out!

Running in a brand new car engine is prepping it for the long haul. The thousands of miles laid ahead, the real tasks, the real challenges.

Preparation is such an important stage of whatever we do or plan. Sometimes life takes a wrong turn and when we think we are ready, things turn to the wrong side; psychologically and even physically.

A recent family crisis took a real toll emotionally and not to mention financially. Luckily things turn for the better.

I thought my preparation for such scenarios are pretty well greased. I thought my 'engine' was run in for such a disaster. Surviving this taught me one thing which I want to share with you.

Like any brand, person or event. It is not how well 'run-in' you are but how to continue 'running out' of the situation. Not in avoidance but to take decisions you made in stride and continuing with it. Not to regret regret. Develop a 'running momentum' in dealing with problems that came and believe it that it will all work out. Move on each day for the next.

An analogy will be to not stopping after a major race like a marathon or Ironman is over but to keep going and training even if you have not signed up for another.

Cost of building the Singapore brand

Singapore as a brand, in my opinion, is quite something. Small population, small land size yet with big achievements. Overtaking Malaysia in GDP and fastest post-recession rebound in Asia are some of the list of accolades. As a Singaporean born and bred here, I do have my moments when foreigners whom I met sang praises about our nation. However, I do have deep sentiments about this achievement. For everything what Singapore stands for today, there is a price tag to it. A rather substantial one in fact.

Economic Precedence
One of the top priority of Singapore's standing in the world stage is economic growth and it's growth resource; its people. Comprising of a growing migrant population giving us a hand in sustaining and growing our economic powerhouse. Long working hours, intensive price competition and productivity have strained family relations and time. Low birth rates and rising singleton numbers are the price Singapore needs to pay for this growth.

Mandatory Migrant Social Integration Period
As an effect to the first point on economic growth and falling birth rates, migrants are part of the answer to building Singapore as a nation and brand. Though slowing down in PR approvals, the substantial base of migrants are in the process of adjusting to the Singaporean culture of work and lifestyle. In the current stage, the Singaporean brand is also inevitably affected as this adjustment could take years and might change the way the brand is being perceived.

Erosion of Social Values
The perception of the efficient, well educated and economic productive Singaporean is a result of time spent away from building social ties. Less time for family and friends with a higher need for instant gratifications. Smoking, binge drinking and gambling have all risen in numbers. Number of divorces and singletons have also hit record numbers, not to mention low birth rates amongst married couples.

In the eyes of the world, we might be perceived as a world class city with a high brand equity. I am grateful as a consultant who does regional work occasionally. However, I am also very clear the price we have to pay in order to get there. The question is, are we willing to continue paying for it and probably raise the stakes higher for this brand?

Wait a minute longer

We need to deliver fast, make customers happy FAST. Act fast, think fast and reward ourselves even faster. We are trained to think of the goal or gratification and not think about the process of getting there. The process is the 'dirty word'; long, arduous journey that might take a little longer than a minute to fulfill your goal. Add on the ups and downs in the process, some might not even take the first step at all! They enjoyed the idea of the goal and not the process. They want something instant and fast. Instant gratification at its best.

Today, Dr AR Bernard came and shared about processes, goals and getting to it. Each level of upgrade in our life goals is a series of stages and processes. We need to get through a stage before we get to a new level. A stage that is to be completed only through a process of grinding and moulding. Only through this, we get to ascend to the next level of higher attainment in skills and personal development.

I can relate this immediately to the way consumers today focus only on the end results and not wanting to know how to get there. They are 'sold' based on the end. Dr Bernard quoted an example of the abs machine seen on the shopping channel. The abs on the well toned man is the goal. The abs machine (you are paying for) became secondary because you are fixated about the end goal or result. You want to look good like him. Period.

Can we wait a minute longer to think about the process instead of jumping in on the goal? What about these?

1) Think about the purpose of volunteering before you sign up to give time and money to a cause?
2) Think about how you are able to make a comeback from failures before you start your own business?
3) Think about the training you need to go through before thinking of the Marathon or Ironman Finisher medal around your neck.

Delaying gratification or waiting a minute longer before you leech your eyes on the goal. Being goal oriented does not mean you forsake the process. Consumers stay with brands who are willing to take them from A to Z in a process or journey. Returning profitable customers are the ones who grow with your brand through a process and a goal in mind. Do this today, wait a minute longer to think about the process first before you fix on the end goal. It might save you alot of minutes in the long run.

Please leave your comments, if any.

Time for a migration

Dear readers, apologies for not posting for the past few weeks. I am setting up a new WORDPRESS Blog at INGENS website. It can be found here at www.ingens.sg/blog.html. I do hope you continue to show your support.

As for this blog, I will continue to write on it but will take a new positioning. Stay tune for updates in June.

Leong

Why Simplicity Wins

Today lots of information is fast spreading around and we live in a much connected world than 20 years ago. I am still not sure if my new iPhone makes my life easier or more complex. On average, we get exposed to heaps of data (ads, emails, junk), tools are invented to make information simple for us. A web page 'filter' like Readability is one good example. Readability allows web browsers to install a button on their web browser task bar and it discards away everything that is irrelevant to the main text you are reading. Doing away with ads, web banners, buttons and other links. You pretty much get a simple, black-white text article. You might first find this to be rather boring yet on hindsight, rather refreshing.

Do you crave for such simplicity in your life where it is more straightforward with less frills. Having less is more?

Interestingly, the trend is going the simplicity way. Fresh out of the financial crisis, consumers or tribes banded together and demanded a clearer, more transparent world. Brands are also recognizing this need. Some brands are striving towards being 'simple and transparent'. However, being simple is far more difficult that being complex. Anyone who presents information can attest to this. Having 10 bullet points in a Powerpoint is alot easier than summarizing it to a 6 word sentence and an image that tells the story. Yet the best presenters known today are known for being profoundly insightful yet simple at the same time. How? They painstakingly go through layers of complexity and refining it to make things simple for their audience to understand and spread the message. All these without losing the essence of the message. Here is George Whitesides talking about this topic in TED.

Simplicity wins not because it makes it easier for us to understand but also it allows the message to be digested and communicated quickly to other tribes. If you are struggling with simplicity, start examining simple things first. Look at its simple design and try to 'reverse engineer' why is it done this way? What is the intended purpose and end result? If you can come out with an even simpler solution to achieve the same result, you might be on your way to create something meaningful. Anyone wants to re-invent the ubiquitous PC QWERTY keyboard for a start? How many keys are unknown functionally to you and why is it there?

Be simple and win.

It is what it is. PASTA ALGAR from IKEA Food. Image from IKEA.

Please leave your comments, if any.

Renew, Refresh or Revamp?

On the 24th April 2010, a tribe of 10 volunteers including myself went over to a one-bedroom elderly home for an Extreme Makeover. For 12 hours, we turned a one-room HDB flat inside out. Painting, repairing and fixing up new furnishing for a 80 year old Singaporean single male. He is without family and living with a friend in this flat. The purpose is to renew, refresh and revamp their living space. Cleaner, brighter and more livable.

Hardly, we get to see, touch and enter into the homes of the less privileged. Concealed out of our everyday lives, theirs is a world without LCD TV, heated showers and washing machine. Things we easily take for granted. Not to mention having a Personal Computer. The revamped flat which is about the size of my bedroom but it sure push us to the limit in terms of the details we need to take care of. Dead beat but definitely happy inside.

At some stage of our lives, we tend to seek renewal, refreshment or revamp. It could be internal or on the outside. Even an established brand seeks the same. The key is when and more importantly what do we do it for? Does the brand seek new meanings with new line of products? Or simply, it is time to refresh itself with a simpler look like what Pepsi did recently. Finding the purpose fuels the motivation to do it. Ours is simply to make an impact in a small way. Writing it, hopefully makes that effect a little bigger. I hope to dirty more sleeves in the future. My next pipeline is to promote road safety, especially within the cycling community.

No matter what is your choice, you need to stick to it and have a clear purpose with end goal in mind. If it benefits you, good. If it benefits a bigger cause, more than yourself. Great. You have outdone yourself. Quoting John Hope Bryant; "You can never go wrong doing good.".




PS. I will post pictures of the Before and After revamp sometime in the next 2 weeks. Stay tune.

Please leave your comments, if any.

The multi-million dollar Airline Brand Promise test

Yes, that sounds expensive. That is the price that many airlines have to pay to test their brand promise in the recent Eyjafjoell volcano eruption that closed down the entire European airspace for a few days. The International Air Transport Association (IATA) put the overall cost to the airline industry at $US1.7 billion ($A1.83 billion): at its peak, said IATA, the crisis was costing $US400 million ($A431.69 million) a day.

Now the blame game starts within the airline industry but they neglected a bigger problem; did airline brands pass their brand promise test to their tribes or customers? Who is ultimately going to recuperate these losses? Not the airlines themselves but their customers ultimately. Those who buy the tickets, experience the on-brand flight services where it all comes as a package.

Thousands of airline passengers are left stranded, angsty and stressed up. Some airports look like refugee camps. Airline brands are tested for their competence and service delivery at the ground level even before passengers step on the plane. Yes, the branded airline experience starts way before that.

One brand did shine. Singapore Airlines gave awaiting passengers hotels and meals etc. Yes, it costs about S$10 million dollars to do all of these. That is not including another S$30 million lost through this crisis. SIA shares dropped but I reckon their brand equity has raised another bar. Reinforcing their brand promise of 'A great way to fly', SIA won over confidence and continue delivering their on-brand experience. I will not be surprised they will not only cash back the S$40 million quickly but also increase their brand tribe many folds. That is again adversity that leads to opportunity and success.

Please leave your comments, if any. Picture taken from ABC news.