IS IT TIME TO RETHINK?


Answering questions can be frightening. Why? Because we all try to be right and the fear of being wrong drives us to give either very simplistic answers or overly complex ones.

We like our comfort zones, clients (and agencies) have their fair share as well. So we answer things in a predictable fashion. And we then con ourselves into thinking we already have the answer.

This book captures some of the blog entries from my company’s blog -

https://roar-point.com/raw-points-2/ - in its first year. Raw Points – as it is called, where we have been posting every work day for the past three years - is an audacious attempt by Roar Point to share a different perspective. It attempts to poke, provoke and ponder on thoughts related to marketing. It is for others to share and improvise and make an idea better.

That’s the reason for this book. I hope that’s the reason why you are reading this too. We also hope to inspire you to rethink what you know about marketing strategy and all that comes with it. Marketing isn’t a checklist. Just because you have the check mark in all your marketing boxes doesn’t mean you are going to succeed.

I hope that by thinking differently, looking at questions and the answers that comes with it differently - maybe then the marketing we all do would be remarkable.


Would you rethink your marketing questions and answers?



Long Yun Siang
3 June 2013

WHY A BOOK WITH BRAND & MARKETING QUESTIONS?


Why not? It’s been often said, good questions elicit insightful answers.

The most innovative solutions often come from good questions. Why did the apple fall? Is the world really square? What’s on the other side of the horizon? Can we make humans communicate with each other without wires? You think if I throw this curved piece of wood into the air like so, it would come back? What if I tied this vine to my heels and jumped down the tree? The list goes on. You get the idea. The questions are not segmented and arranged in any particular order. If it was done, it would beat one of the many reasons for the book - to pique interest and force some questions to be answered. You can refuse to answer the questions that make you uncomfortable or for which answers you do not have. But at the very least you would have processed those questions and soon when the time is right you will find the answer to them. Our mind works in a funny way.

I confess - I do not have all the answers. Each question is contextual anyway. I may be able to help you answer the questions in your context, perhaps point you in the right direction but it will be naïve to assume just because I wrote the book and am asking the questions, I have the answers. You don’t assume a 2 year old asking you “why?” all the time to have the answers, why would you assume a tender-ish 42 year old hungry entrepreneur would have the answer?

Questioning is an important aspect of learning. To be well-informed and to continue to grow, one must not stop asking questions. This is another reason why this book was written.

How to Use This Book? Try to answer the questions without questioning its validity, make assumptions if it helps you answer better. Just because some questions make you uncomfortable does not mean it is not valid. Often times, these maybe the questions you need to answer the most.

It is meant to be enjoyable, even if it makes you uncomfortable. No one needs to know your answer unless it’s your boss that asks you, of course. I hope it will get you fruitful discussions with your marketing team. It may even open a new way to understanding with colleagues from other departments.

Resist simplistic answers. Sometimes the easiest questions are the toughest to answer. Try not to treat this like you are filling in a form. It is not. It’s made to make you think. Some questions may expose weaknesses, issues you or your company do not want to confront.

Use it in your brainstorm so you can have livelier discussions. Grant yourself the right to ask risky questions that makes you feel uncomfortable. It is one way to get you to think differently. It opens doors to answers perhaps you may never have thought about.

How often have you tried to skimp over and avoid questions that make you feel awkward and offended? Perhaps these are the very questions you have to ask yourself.

I cannot say for sure what is the right and wrong answer to each of these questions. Only you will know and the context of the brand determines the how and why.

In this book, I am audacious enough to ask questions perhaps some times we are too kind to ask ourselves. A sort of brutality we should serve ourselves sometimes.

Some situations may be imagined and unreal in your situation, in such situations, force yourself to project yourself in that situation. Accept the situations and environment the questions pose, then answer them the best you can.

Play around with the questions, be creative with it. Edit them, change them, and revise them. It’s in your hands how much you want to benefit from this book. Some of the questions are phrased to be answered by the person handling the brand others are in relation to the brand. The objective of the book is to get you to think harder and grapple with some questions you may not normally ask yourself.

How will you benefit from this book?

Long Yun Siang
January 2011