The Box

Wow!!! It's been more than a month since the last subject...been busy with be-actu8 kicking off...the Durian finally dropped...Sanng Fann Shue...then we salvaged into a delicious dessert...kekeke...and it's 14th July today...Chinese Calendar...
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Today's subject is about The Box...Think Outside The Box...? How often do you get someone, whether your clients or superiors, asking you to think outside the box in performing your daily tasks at work?
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In my years of experience, I get it a lot...a lot...until a point where it became something that is naturally a step before we approach any project.

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To be honest, it is easier said than done...it is another level from "And Then?" when it comes to creative thinking. As most of us are always confined within "The Box" we created for ourselves...our own comfort zone...and it's extremely difficult to "Get Out".

Before you even start "Thinking Outside The Box", you must first question yourself, "Have you mastered everything to know about "The Box"? More appropriately, "Inside The Box"?".

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Asking questions like where is the box, what is the function of the box, what shape is the box and how big is the box and what does "Outside The Box" really means?

An Inch or a Kilometer "Outside The Box" is still outside the box. That is why, it is also part of "Managing Expectations"...in order to meet or exceed expectations, you must know, what is the target audience expecting?

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Recently, on Star Newspaper, there was a quote from our Prime Minister, "There's a race to stay ahead and we must not lag behind".

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I'm not so sure I agree with that. Don't get me wrong, I am not against the PM nor am I criticising him but we need to be ahead before we can race to Stay Ahead...but, seriously, are we ahead...does the quote also have a double meaning?...hmmm...??

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However, I couldn't agree more with a second quote from the same article, "There is a new economic order and the nations that will succeed will be those that plan ahead, seek new sectors, with the will to innovate and invest in human capital."

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As it's very applicable to our line of business or any organisation...even though, to me, he was stating the obvious...just like the nature of this blog, in fact, this particular subject...hehehe...In order to meet those points in the second quote, one must think outside the box. A predefined box.

After meeting several "Potential Clients" for be-actu8 over the last couple of months, almost all of them agreed with us that, in Advertising, there's really no new & unexplored medium but it is very much "Idea" driven to make a difference in today's world.

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To explain the point further, a couple of years ago, someone came up with the idea of having an event in Pavilion (Which is nothing new...) but what makes it brilliant was the format of the event..."A Silent Party" where every attendee is given a headset to enjoy the music rather than huge speakers blasting laud noise.
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That, to me, is "Outside The Box"!Anyone can execute or organise an event. But, creating "The Talk Of The Town" is a totally different ball game altogether... I have to congratulate the brain behind the idea and also praise the organiser (I believe it was a MTV Concert...) for the bold move as it did created a positive viral effect after that event.
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Some times later, someone (Ahem...I can't say who...kekeke...) did tried to emulate that "Silent Party" but failed in the attempt as I believe, the reason it failed is because there was really no new or fresh idea injected into the format that exceeds the attendees' expectations.

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"Copying With Pride" is nothing new in the advertising industry, especially us, we Malaysian are known and the proud owner of the title, "Kings Of Piracy"...kekeke...that is how our education system brought us up...I'm sure some of you remember your exam days...kekeke... However, even when you are "Copying" someone or something, your own personality or character that is recognised must be retained in order to set yourself apart...

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Creating something new is really not part of our culture...accepting something new is also not part of Advertiser's culture as normally, there are a lot of uncertainty involve which is most of the time, not properly managed. These are actually the first hurdle we must overcome if we believe in it and keep working on it.

Wikipedia explains it in the manner below:
Thinking outside the box (sometimes erroneously called "thinking out of the box" or "thinking outside the square") is to think differently, unconventionally or from a new perspective. This phrase often refers to novel, creative and smart thinking.

This is sometimes called a process of lateral thought. The catchphrase, or cliché, has become widely used in business environments, especially by management consultants and executive coaches, and has spawned a number of advertising slogans. To think outside the box is to look further and try not to think of the obvious things, but try and think beyond that.If you take the approach...you will see the point of Adidas's slogan, "Impossible Is Nothing". A simple yet creative spin from the age old saying of "Nothing Is Impossible". It's a direct answer to "Just Do It"...although many years apart... It also promote that level beyond everyone else that makes "Impossible", a difficult & challenging word but it became "Nothing".

In similar fashion, Vince Lombardi, an American Football coach once quoted "We would accomplish more things if we did not think of them as impossible".When you have the time, do log-on to this site http://sigler.org/watson/new_page_12.htm. It carries a very interesting article that actually teaches you "How To Think Outside The Box". It uses the Matrix (As in the movie) to explain how most everyone is confined in a box or the matrix, in term of the "Thinking Process" and how you can think out of the box.I've always strive to challenge and break the norm. That is also be-actu8's approach towards every project. Although it might not end up the way I've wanted it but it is the spirit that counts...after all, I am still me, a Chun Toi with Cracks.

Professionalism

Huge word...but what does it really means?
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How many "Professionals" out there, really know & understand the true meaning of "Professionalism"?
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If you ask around, many will tell you their version or interpretation of the word...well, it does mean something, in particular, here in Malaysia...Professionalism, as concept, most often than not, I see most Malaysian behave in a different manner from their interpretation...especially our so-called Professional Sportsmans...

In the western world, especially in the US (Yes yes yes, a lot of you hate the Americans...) it has a totally different meaning...in fact, they bring it to the next level.

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Most people hates the Americans but without a doubt, they are very advance in a lot of ways, if you are able to isolate the issues, they do have a lot of "Things" that everyone can learn and adopt from...in fact, they did surprise a lot of football fans with their performance this 2010 World Cup...maybe even caused some...lost a lot money...hehehe...

Instead of using sport, I would like to highlight the meaning of "Professionalism" through the King Of Pop, Michael Jackson...Also taking the opportunity to pay tribute to an Icon & an Idol to millions in remembering the one year anniversary (25th June 2009) of his tragic death.Whether the child sexual abuse cases was real or not...we can't deny the facts of his brilliance...how he wanted perfection in every single thing that he did...always seeking that dramatic visual effect! The next level...he quoted,"I'm never pleased with anything, I'm a perfectionist, it's part of who I am."
Just like millions others in the 80s especially, I grew up with His music, His songs and His MTVs. During those days in the early 90s, when I just started in the Post Production line, every time he releases a new single, the accompanying MTV is always a highly anticipated support.
He was committed & stayed focus to his brand of music, his performances & his legacy...History...His Story...In fact, he epitomise the word "Professionalism". He mentioned “And my goal in life is to give to the world what I was lucky to receive: the ecstasy of divine union through my music and my dance.”

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I also found this quote from him “If you enter this world knowing you are loved and you leave this world knowing the same, then everything that happens in between can be dealt with.”

This post is actually inspired by his last hoorah "This Is It", after watching the movie trailer a few times on Astro, I was anticipating the actual airing...The whole program was actually about the preparation of the live show.
If you've watch it...you'd notice the amount of rehearsals they put into preparing for the greatest show ever...well...almost greatest...it took more than 4yrs to prepare...it was unfortunate that it never took off...On the subject matter, instead of MJ, I would like to draw your attention to the dancers behind The King Of Pop. Whether during rehearsals or actual shows (MJ HIStory), they always gave it their all & their best, as if there's no tomorrow...not holding back on anything at all.They are always, seems to be in total synchronisation, a fantastic sight.

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I believe, they are always imagining themselves performing in front of thousands and they take tremendous pride in being part of the show...it's really show on their faces. One thing for sure, even though they are good individually but in order to achieve that synchronisation required for the visual effects, every single one of them need to put in a lot of effort and hard work...as a professional, they did more than just meeting the request...
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Each and every one of them has the highest respect for MJ. Their dedication as well as their appreciation to MJ and the show, you get the feelings that those dancers would've done all 50 shows with MJ, for MJ, for free! While closer to home...during an actual show, have you EVER seen any professional dance troops in perfect sync before? (And I have to emphasize on "EVER"!) Even on big local Music Award shows? Have you seen them stretches out all the way if they need to extend their arm? Have you seen them even smile & carry a certain pride?

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Do you sense that they are still in rehearsal mode even when performing? They do give you the impression that they are doing it because they have to and it's just part of their "job", isn't it?

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Rather than something they want to or have pride in doing. And, most importantly, Having Fun while doing it.

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You can always argue that the requirement from the directors or producers and even the pay is different...but, no matter what, they do give "Professionalism" a Bad Name.

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In our line of business, over the years, I have seen many failed on the word "Professionalism" while also saw some pushing it to the limits. My assessment, It's All In The Mind!

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Whether you are paid more than you deserves, just right or tremendously under paid, it is besides the point. If you are a true professional, you will give it your all...every single time in every single thing that you do.

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Taking cues from "Motivated and De-Motivated", try to find The Fun and The Challenges that will make it Exciting for yourself. You will be able to achieve a higher appreciation once you complete something...as a true professional, one do not need outside influenced motivation.

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Although the South Africa 2010 World Cup caused some delays in my posts...(Excuses excuses excuses...hehehe)...not that anyone missed it, right? I took the last couple of days to complete this post while there aren't any live matches...now...back to 2010 World Cup...Brazil is ousted. Ghana also went out dramatically. Either Germany or Argentina will be gone by tomorrow...you'll not be seeing the pretty sight below...kekeke...I am a professional. I embrace professionalism in every single thing that I do...that is why, I'm a professional Chun Toi. But, after all, I'm still me...a Chun Toi with Cracks.
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P/S: See you all at the Bangsar Street Party for the 2010 World Cup Final next Sunday...let's us all pray that the match will not be between Ghana and Paraguay...

And Then?

Hope you have read, understood and began to adopt the uniqueness of using all 4 Principles mapping against "The Thought Process".
And, really, if you read a lot, you'd notice that it is practised globally...probably in a slight different manner using slight different terms but generally, in the same approach. On the 1st page of the Star Metro Classifieds section in The Star Newspaper, always run articles about improvements which was the source of "An Article A Day"...Knowing the principles but without practicing it, really doesn't make you any different...Talk is cheap...you can say whatever but it shows in the results of your work...just take the comic strip above as an example.

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Although I can type words after words... It really will only be just words if nobody reads them. It will only be just words if even after reading, nobody understands them and it will only be just words if it's easily understood but nobody applies them...it could be a waste of your precious time even reading them... I've actually touched the surface of today's subject "And Then?" in "Wake Up!" but, I wish now that I have gone into more details sooner...a lot of misfortune & emotional stress could've been avoided...

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I've use this phrase "And Then?" many many many times during my days in G2...up till a point where the guys immediately know what I will say by just giving them "The Look"..."And Then?"...

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Like I mentioned before, this blog is not about the nation's politics but I got this quote from some very unhappy member of a political party where the leader wears a hair-piece that looks worse than Donald Trump, "What does he want to do in another year that he could not achieve over the last 30years?".

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In my opinion, that comment is very relevant as that particular leader have really done nothing new or different for the longest time...instead of progress...it's regress...nose diving the party into more trouble...hehehe...I guess, that is the difference between me and "him".

During the last few months in G2BAT last year, I pushed everyone very hard (Even those from other departments) to step up and improve so that they can stand firmly on their own two feet when I leave the organisation...not to say that I'm that important...but, unfortunately, most of them missed the plot, things have got out of control since...worst when some of them use to report directly to me...

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I question so that they "Think" AND THEN, they "Think" some more...I could've save a lot of Effort, Energy and avoid Emotional stress by just telling them the answer, telling them what to do...but I know for a fact, it will not work as they will become dependent...lazy even... Therefore, taking the pain to go through it every single time so that they "Think" AND THEN, hopefully, they "Learn" by themselves as "Leading By Example" obviously doesn't work...

What is "And Then?" and how to use "And Then?".

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"And then?" actually starts after an incomplete answer is given to a question.

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"And Then?" is also a result when one did not apply the principles with The Complete Thought Process."And Then?" is not just about "Questioning" and "Thinking", especially forcing others to do the "Thinking" for you. Worst, when you question others without providing directions, ideas or solutions.

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"And Then?" is about finding the answer or solution and upon completion it should be followed by "After That?"...Know this, "There is always something better", therefore, never be complacent...always challenge yourself to do better and move further by Thinking Further and Deeper.If you are a long term WWE Wrestling fan, you should notice how they improve and improvise, almost every week in order to keep the WWE Universe excited and maintain their interest to continue following the progress of each character. The billion dollar franchise has WWE RAW, WWE Smackdown!, WWE ECW, WWE Magazine, WWE Toys, WWE Websites, WWE Movies, built Superstars like Dwayne "The Rock" Johnson, John Cena...just to name a few... That is why, people like Bill Gates, Donald Trump and Vince McMahon are so successful, they continue to think further...probably constantly asking themselves..."And Then?".

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You probably don't know this...every single time when I ask "And Then?", I've already have the ultimate answer to that initial question through my experience & knowledge...of course, using my principles mapping against "The Thought Process".

Therefore, there's always a solution, a conclusion upon completion of probing deeper. An end to that conversation or interaction. Rather than leaving it open ended...

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Do always remember, no matter how you operate, whether you want to adopt the principles and the Thought Process from this blog or not, there is one important step that you must not forget, just like writing an email, always read it again and again to check the content, And Then, ask yourself whether you've missed any important point.

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Ask yourself this question..."Do you have a better way to improve yourself?"...AND THEN? What are you waiting for?

Some of my words are very negative lately...only when I think about how some of you operates (Especially on the things I've heard...). Looking at it positively, It only confirms that I have a lot to improve on...because after all, I'm not perfect, I am still only me, a Chun Toi with Cracks.

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P/S: "And Then?" is a special dedication to you, you, you, you, you and you...you should know who "You" are...

Words From The Big Kahuna

This is a very easy post as most of it is a Cut and Paste job...I actually received this email from my sister a couple of weeks back...it's quotes from the big kahuna, multi-billionaire, almost genius, Bill Gates.He recently gave a speech at a High School about 11 things they did not and will not learn in school. He talks about how feel-good, politically correct teachings created a generation of kids with no concept of reality and how this concept set them up for failure in the real world.

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Rule 1: Life is not fair - get used to it! (Life is also tough...)

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Rule 2: The world doesn't care about your self-esteem. The world will expect you to accomplish something BEFORE you feel good about yourself. (That is why, self-realisation and self-motivation is very important.)

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Rule 3: You will NOT make $60,000 a year right out of high school. You won't be a vice-president with a car phone until you earn both.

Rule 4: If you think your teacher is tough, wait till you get a boss. (Ahem...a boss like Eddie ChunToiCracks Soo...hehehe...)

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Rule 5: Flipping burgers is not beneath your dignity. Your Grandparents had a different word for burger flipping: they called it opportunity. (Opportunity for better things in Life)

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Rule 6: If you mess up, it's not your parents' fault, so don't whine about your mistakes, learn from them. (And don't use the Chinese Martial Art - Tai Chi by blaming others)

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Rule 7: Before you were born, your parents weren't as boring as they are now. They got that way from paying your bills, cleaning your clothes and listening to you talk about how cool you thought you were. So before you save the rain forest from the parasites of your parent's generation, try delousing the closet in your own room. (You should read more about under-privileged children in other parts of the world and start to appreciate your parents as well as what you have...)

Rule 8: Your school may have done away with winners and losers, but life HAS NOT. In some schools, they have abolished failing grades and they'll give you as MANY TIMES as you want to get the right answer. This doesn't bear the slightest resemblance to ANYTHING in real life.

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Rule 9: Life is not divided into semesters. You don't get summers off and very few employers are interested in helping you FIND YOURSELF. Do that on your own time...

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Rule 10: Television is NOT real life... In real life people actually have to leave the coffee shop and go to jobs... (Even Reality Shows are scripted and staged...)

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Rule 11: Be nice to nerds. Chances are you'll end up working for one.

Although there are some really harsh words by Mr. Gates but in my opinion, he definitely nailed it...it is the harsh reality of the real world we are in. Those words also summarise a lot of the post on this blog...in a different mode but in the same direction.

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It is very competitive and demanding in the Advertising Industry...if you cannot make the "Adjustment" and get use to it...you really don't belong here. Take the advice from "Work Smart...Hard", Work-Life-Balance is earned, not demanded. The sooner you realise it, the better. Or else, get out while you still can...

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Hanging around with the approach of "Just Doing Enough To Get By" will only bring you so far...if at all anywhere...People, "Wake Up!" already!!!

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Here, I have two veru fitting quotes from Bill Gates, "I believe that if you show people the problems and you show them the solutions, they will be moved to act." and "It's fine to celebrate success but it is more important to heed the lessons of failure.".

Maybe you can claim that Mr. Gates is Old School like this blogger but he has made it in his own terms...but without a doubt, he has made it. I know that I'll never be anywhere close to his success but I will strive very hard to be successful in my own ways...after all, I am still me, a Chun Toi with Cracks.

The Principles...Part 4

Ahhh...a cup of freshly brewed Vietnamese coffee... This will be a very significant milestone for chuntoicracks.blogspot.com as the post was actually completed in Saigon, Ho Chi Minh City, Vietnam on 28th May 2010. The fourth and last of my original principles "Use Common Sense"...there are actually more than 4 principles...after making Adjustments to new requirement and scenario...lain kali saja lah...

Common Sense is a very huge and deep subject...as it is a very subjective matter. In fact, a few years back, I had a 3hours long debate with Stephen "The Botak" Tan where he argued that a person's Common Sense might not really be another person's Common Sense...that is actually a totally different argument altogether...

Anyway, there are however, quite a few universally agreed "Common Sense"...like a boiling pot, naturally, Common Sense tells us that it is very hot, therefore, do not touch or you'll burn your hand...you don't really need proofs or case study because some dumb prick touched it a long long time ago...hehehe...

Isn't it also a Common Sense that we would handle something fragile carefully because it'll break easily?

Before crossing the road, looking to you left & right & left again would be a Common Sense in Malaysia because of our road system...however, in our neighbouring countries like Vietnam & Cambodia, it would be the reverse...left hand drive mah...better yet, you don't really need to look as the drivers or motorbike riders should be looking at you and "Siam" you while you cross...strange...

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The term "Common Sense" is explained in the Dictionary as "Sound judgment not based on specialized knowledge; native good judgment." while Thesaurus as "The ability to make sensible decisions: judgment, sense, wisdom. Informal gumption, horse sense.".
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A 19th century Swiss philosopher Henri Frederic Amiel quoted "Common Sense is the measure of the possible; it is composed of experience and prevision; it is calculation applied to life.".

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Another great mind also from the 19th century, Henry Ward Beecher also quoted on the subject, "The philosophy of one century is the common sense of the next.".

Now, how will this fourth principle works...looking back at the earlier 3 principles, they are very much measurable and objective driven while Common Sense can be very "Subjective" yet "Judgment Based"...which gives the principles a balanced.
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Take working on a BAT project for example, the inexperience juniors in the Brand team will not know the full Standard Operating Procedure that G2 personnel needs to go through in order for a request as simple as purchasing 300,000pcs of Lighters.

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Using Common Sense, the logical next steps would be identifying the Lighter design, the material, the type, the sample, the colour combination, the brand language, the message (If any), the quantity, the budget available, the unit price, the delivery date, the method of delivery, the packaging, the Indirect Procurement policies, the competitive quotes, the Production Estimate, the approval process, the Purchase Orders, the Invoices, the FA files, the Colour Separation files, the production, the QC...With all the steps mentioned above, using Common Sense again, it would be vertually impossible to complete everything in one month's time...unless they are talking about the RM1 Cricket Lighters...
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With Common Sense, Covering All Angles and Attention To Details through a thorough Thinking Process, it should give you enough bullet to convince the client by using the skill to Manage their Expectations rather than agreeing and taking that instruction or request without providing any suggestion or better solutions...
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Furthermore, those steps mentioned above, are pretty much applicable to almost everything requested by BAT personnel, be it a Pack Insert, a Point Of Sales Material, a Packaging, an Activity or even an Event...therefore, even though they can also be categorised as processes, they should be part of the G2 BAT personnel's Common Sense...

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In fact, it should also be BAT personnel's Common Sense too...the lack of it in this context, would result in demanding for crazy requests to be fulfilled...which could cause a lot of unnecessary stress...unfortunately (For some weaker or inexperience G2 BAT personnel), that is the case...as they (Both G2 BAT personnel and BAT personnel) are unable to rationale or negotiate with the client or their superiors. Eventually, most of the stress and pressure are being transferred to other G2 BAT departments as well as suppliers...

Circumstances require the blogger to go deeper into explaining the final principle and possibly, revisit and edit some of the earlier posted subjects as there are potential "Danger" when one missed the plot completely...
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Finally, don't just take my words of the 4 principles, read more articles, books or google them on the internet, you will get a lot of website that dedicate and advocate the same concept...possibly delivering the same message slightly differently.
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Vietnam did give me some inspirations, a different perspective even...their history gave the Vietnamese some very strong characters and it shows...I was a Chun Toi experiencing their country for the 1st time, thanks to Nick Lee, Yee Mei and Daniel for showing us the rope...Although I have a very strange concept of Common Sense but after all, I'm still me...a Chun Toi with Cracks.

The Principles...Part 3

Just presented only my third pitch of be-actu8...we were the 1st to present...others are presenting next week. Will it be a long and agonising wait? Will we get the job? Hmmm...we'll see...

Anyway, finishing up this post so that I can go for a 5days-4nights, long holiday in Vietnam with the wifey...plus meeting up with some "Old Friends" and possibly even potential business contacts.
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Maybe it's my normally already high, expectations...maybe it's for my own satisfaction...or be it my own principles in approaching the pitch...I believe I blew them away with the comprehensiveness of our ideas, solutions and forward thinking...but I definitely...really...literally...blew them away with the Costing slide at the end...hahaha...

Jokes aside, in that case, I believe I utilised the 3rd Principle to perfection where I've covered every possible angle in managing The Internal work related matters, addressing The Brief's objectives, meeting The Agency's standards, covering and possibly even over achieving The client's expectation (From proposal to costing...hahaha...).

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I believe I have "Covered All Angles".

Together with the fourth principle (Which will be posted later...when I return from Vietnam...kekeke...), I managed to apply the 1st two principles of "Managing Expectations" and "Attention To Details" while "Covering All Angles" to make the presentation, complete.

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Although, there's still a lot of "Uncertain Gaps" to be filled later, upon confirmation of the project and work-in-progress, the presentation went smoothly as I also managed to engage in a very fruitful two way communication with the clients....answering every question the best that I can possibly give.

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Covering All Angles is about thinking further and looking at an issue or a brief from all possible angle and through the perspectives of all stakeholders...it's definitely not easy...but if you can isolate and address it one by one, along with the other principles...and the Thinking Process...it is not that difficult after all...

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To those that is aware of the principles, I've always talk about this very much in a one dimensional 360degree where the angles are already "Infinity"...no matter how you look at it...it's still one dimensional...

Here, let me introduce a the totally fresh new perspective to this 3rd Principle...Imagine yourself in the center of a sphere looking outwards in a 3D environment...it has so much more "space" and depending on the size of the sphere you are in...it also carry that much more depth.

Another general rule...common sense even...Every Action has a Reaction...therefore, if you look outwards from the center, upon completion, you should bring yourself outside and look back into the sphere.

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For some strange reason, after some emotional roller-coaster past few days, I am in a very playful mood today...completing this post in an hour as the words just flow and starts to spin its story.

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Although I'm playful, a playful Chun Toi for that matter, I'm still me...a Chun Toi with Cracks that always Cover All Angles.

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P/S: Maybe the Vietnam trip will give me some new inspirations and perspectives looking at the fourth principle...till next time children...

*And now it's back to enlightening my little confused 'in a dilemma' Toh Dai....sigh...

The Principles...Part 2

The second serving of my "Principles"...

Before we start today's lesson, boys & girls, let us revisit the previous post...and put the learning from Managing Expectations into practise immediately...

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To Manage everyone's Expectation, ChunToiCracks says:

"Although the posts from this blogger (or bugger) come in different times but it is progressive and has linkage as most of it don't work on a standalone basis.

Just like the Principles, each one links very closely with another while all 4 basic principles should be applied together when you deal with any situation while mapping against the "Thinking Process".

Therefore, to get the most out of it, you really need to take them all in and apply them."

Now, moving on, from Managing Expectation, we take a closer look at "Pay Attention To Details".It is bizarre...as mentioned in Part 1, I would've posted this one after "Managing Expectation" weeks ago if not because of "Adjustment"...as here's something I got from Jen Lee the other day...

1st year students of MBBS (A Medical School...I believe) were attending their 1st anatomy class.

They all gathered around the surgery table with a really gorgeous but dead blonde.

The Professor started the class by telling them two important qualities as a Doctor.

The 1st important quality, "Never Be Disgusted For Anything About Body"...He then inserted his finger in the blonde's anus and on drawing back, tasted it in his mouth.

Then he told everyone to do the same.

The students hesitated for several minutes.

But, eventually, everyone inserted their fingers in the blonde's anus and then tasted it.

When everyone finished, the professor looked at them and said: "The most important 2nd Quality is Observation, I inserted my middle finger but tasted the index finger.

Now, learn to Pay Attention To Details.

Moral: Life is tough but it's a lot tougher when you are not paying attention.

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Take working on BAT projects as another example, which targets up to 90,000 outlets nationwide where the list of deliverables can grow up to 50 or more different items per campaign while some of the items can reach the amount of 300,000units.

Although the G2 and BAT processes will help ensure having certain level of safety measure not allowing the possibility of mistakes such as wrong quantity ordered but without having enough Attention To Details...Shit Can Hit The Fan...

Just imagine the consequences of ordering 30,000units instead of 300,000units? The campaign will not have enough material to roll-out as reordering takes time. Or ordering 3,000,000units instead of 300,000units? Who will pay for the additional 2,700,000units?

Apart from an eye for details, having an "Owner's Mindset" or "Ownership Approach" will definitely help elevate the level of Attention To Details. Again, imagine yourself paying for every single items required with your own, hard earned money for the campaign, just like when you are buying a new car, new iPhone or new Blackberry...whatever...you would scrutinize every part of the item looking for tiny little 1mm scratches, right?Why not apply that Owner's Mindset when you are dealing with campaign material? Is it because you don't pay for them or it is just "Work"?

I'm sure everyone went through tthe satge of having to face the consequences which resulted from Not Paying Enough Attention To Details but it is important that we learn from the mistake and not repeat them.

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I noticed things as I do Pay Attention To Details...In fact, that is why I notice the "Crack Marks"...hehehe...and after all that...I am still a Chun Toi with Cracks...