I had originally planned to write this article about filtering and reviewing new business opportunities. But the same thinking also applies to new initiatives. An opportunity may come from outside the business: a partnership, investment, new market or potential project. An initiative may come from within: a new product, campaign, service, system or idea that someone believes the company should pursue. Both may sound exciting. Both can also consume much more than money. They t

Most people think strategy starts when the action starts. It doesn’t. I learned this from the field manuals I'd read during my military service, from playing chess in school and from years of playing real-time strategy games. Before launching an assault, you don’t just charge forward and hope everything works out. You prepare the ground first. Move the artillery into position, study the route towards the objective and check that all the support and resources are ready. Look a

In mid 2020, Huawei was facing a difficult communications environment. COVID-19 had created growing suspicion toward Chinese companies in many markets. At the same time, tensions between the United States and China were already shaping how Chinese technology brands were being perceived by the rest of the world. The problem was no longer simply whether Huawei’s technology was capable. It was also about whether people felt comfortable working with the company behind it. Huawei

People often talk about creativity as though it is the main ingredient or inspiration behind anything beautiful. It is vital, yes. Creativity gives us the original idea. It gives a product its character, a building its personality and a brand its soul. But creativity alone does not make something last. What makes it last is what comes after the idea: the standards, structures, adherence to quality, frameworks, discipline and decisions that protect it over time. I learned th

After more than two decades working in marketing and strategy across Asia, I have noticed the same pattern again and again. I should be clear about one thing first. Most of the businesses where I have seen this happen were small and medium-sized companies, especially owner-led businesses such as bars, restaurants, hospitality operators, retailers and service companies. Large corporations usually do not have this problem in quite the same way, although they may still make poo

In some businesses, a small scratch is not a small problem. This was something I saw clearly while working on a visual documentation project involving private jets, which could cost upwards of USD50+ million each. The issue was not about marketing, branding, or advertising. It was a very real and practical commercial problem. Aircraft were being brought in for scheduled maintenance by private clients, often high net worth individuals, and disputes could arise over the condi

Many years ago, people were still asking whether AI could really change the way we work. Today that question has already been answered in ways we could never have imagined. Almost everyone is using it in some way or another. Students use it. Business owners use it. Large companies use it. Small companies use it. It has now become part of everyone's everyday work. People have even been replaced by it. And let's face it, there is nothing inherently wrong with that. AI can save

Before I joined, Sales were down. That was the situation when I came in as the marketing manager for a Korean restaurant chain in Singapore. The easy reaction (and most obvious solution) would have been to run more promotions, push more discounts, increase advertising, or create louder marketing materials. That is often what most businesses do when revenue is down. They try to generate more activity around the same old offer. But the real question was not: How do we promote h

In my experience, one of the most important questions in business is not “What can we open?” It is: What is the smarter commercial position to take? 2 decades ago, I worked with a client who was interested in entering the food and beverage space. His initial thinking was familiar: open a restaurant, eatery, or possibly a high-end grocery concept. On the surface, the idea made sense. Food is a large market. Consumers are always eating. Premium food concepts can look attractive

One of the most useful lessons in brand activation is this: the size of the physical space should not limit the size of the consumer experience. That was the thinking behind my Mixxtail pop-up store campaign proposal in China. The brief involved a pop-up store in a mall environment. On the surface, the task seemed straightforwardand simple: create attraction, bring people into the store, let them sample the product, and help generate awareness. But the real strategic issue wa

When launching a new brand, one of the hardest problems is not always awareness. It is meaning. People may see your product. They may understand what it does. They may even agree that it looks good. But that does not automatically make them want it. This was the challenge behind the brand's launch strategy. On the surface, it was a premium drinkware product. But selling it only as a bottle, cup, or tumbler would have made the brand too easy to compare with other drinkware bra

Many businesses are quick to ask, “What should we do next?” Should we run more ads?Should we hire more salespeople? Should we change the website? Should we launch a promotion? Should we open another outlet? Should we rebrand? Should we post more content? Should we enter a new market? These are not bad questions. But they are often asked too early. At Clarity Associates, we believe in a simple principle: Diagnose Before You Prescribe. In medicine, no serious doctor should pres

When I first started putting together the core principles of Clarity Associates, I was not thinking directly about Sun Tzu or The Art of War. I was thinking about business owners. I was thinking about all the companies I have seen over the years that were busy, active, and hardworking, but still unclear. They were running campaigns, hiring people, changing suppliers, launching promotions, chasing sales, opening new channels, and trying to grow. But very often, something did n

Why Product Readiness Must Come Before Sales Activity Author’s note: This article is a personal reflection based on prior professional experience with an SME in Singapore. Identifying details, company names, individuals, proprietary information, financial details, and confidential materials have been omitted or anonymised. The article is not intended to criticise or disclose information about any specific client, employer, agency, or organisation. It is shared only to discuss

What an MHD Chinese Restaurant Program Taught Me About Smarter Influence Author’s note: This article is a personal reflection based on prior professional experience on an MHD Chinese restaurant liquor brand program. It is not sponsored, endorsed, approved, or affiliated with MHD, any liquor brand, agency, restaurant partner, client, parent company, or related organisation. Proprietary visuals, confidential documents, budgets, commercial results, internal materials, and client

What a Greater China Halloween Beer Activation Taught Me About Resourceful Strategy Author’s note: This article is a personal reflection based on prior professional experience on a Greater China beer brand activation. It is not sponsored, endorsed, approved, or affiliated with any brand, agency, client, parent company, or related organisation. Proprietary visuals, confidential documents, internal materials, budgets, commercial results, and client-sensitive information have be

What a Maserati Greater China Proposal Taught Me About Strategy Author’s note: This article is a personal reflection based on prior professional experience. It is not sponsored, endorsed, approved, or affiliated with Maserati, its parent company, its regional offices, or any agency involved. Proprietary visuals, confidential documents, internal materials, budgets, commercial results, and client-sensitive information have been omitted. The article is shared only to discuss gen

Author’s note: This article is a personal reflection based on prior professional experience. The company, individuals, and identifying details have been omitted or anonymized to preserve confidentiality. The article is not intended to refer to, criticize, or disclose confidential information about any specific client, employer, agency, or organization. It is shared only to discuss general business, strategy, and commercial decision-making principles. One of the most important