Asher Wen

Strategist, Marketer, Nerd

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Aug 14 2020

Trade-Offs and not having it all.

These days, I catch whatever sleep I can.

Good morning!

It’s 5am, Singapore time. I managed to get some shut-eye from 1am to 4am after a series of webinars, and this is supposed to be a relatively free day in school. It has been 9pm – 5.30am days of of the time this week, and I often just go straight to bed right after classes as I get a little too tired. It has been pretty hard trying to stay awake for Finance and Accounting classes in the wee hours of the morning — it’s not fun trying to think quantitatively at 3am in the morning.

I chose this life though, so I am not complaining. It does strike me that every strategy has trade-offs – something that we learnt in Strategy Class. We simply can’t have it all. By choosing to do an MBA, I commit myself to arranging my activities towards studying, effectively making it much harder to do anything else.

To be honest, it has been pretty exhilarating doing business cases again. We used to churn these things out in 24-hours in competitions back in undergrad. Right now, we do a couple every week across the different modules. It’s fascinating to read about companies’ stories and understand how they choose.

Choosing what not to do. It is definitely hard to just focus on school work though. As my day of my departure draws near, the number of farewell dinners also increases. It has been days of meeting groups of friends, then rushing back home for online lectures, balancing between a Singaporean life running on GMT +8, and an American education running on GMT -5. It is difficult to choose between having a social life and getting enough time in for academics. I have been avoiding the choice, and it has come at the expense of sleep and mental presence.

Friends question if I am sure I want to be flying into a country with the highest number of COVID-19 cases globally. Even my family thinks I am being too much of a hero by deciding to go to Evanston. I have come to realise that in such matters, perhaps we cannot help but be ourselves. I had chosen before I choose. Fate had made me interested in marketing, arranged for teachers in my life who came from Kellogg, and made me fall in love with the study of business. I know in my heart that this MBA is the right thing for me right now, and I have known it for a long time. It is therefore what I will do at the moment.

Strategic Fit. An interesting observation in business school so far though, is how diverse everyone’s reason for being here is. Some are here for the network and are super bummed out by the physical restrictions caused by the pandemic. Some are here for the future career and defer their studies, bidding for a better time when the market gets better. Others use the MBA as a gateway to a life in the US, looking to use their visas for a new job in a foreign land.

Me? I truly want to study. It feels like such an indulgent reason – spending $200K to study – but I truly am interested in the learning and the knowledge. And it has been working out really well so far. Just 4 weeks in and I am already learning so much about Strategy, Finance and Accounting. It is truly exciting to do something for the first time.

Where might all this lead? Only time will tell. Perhaps I might one day see how all the different activities in my life align toward a grand arc.

In the meantime, I am enjoying the ride, sleeplessness and all.

Written by Asher · Categorized: Blog

Jul 21 2020

Getting into the swing of things

Starting classes

Classes have finally started. The hours are pretty insane – classes this Quarter go from 9.45pm all the way till 5.30am in the morning. I have been trying to adjust my body clock to start later in the day so that I can stay awake to participate meaningfully in classes. Not bad so far for the Strategy class that just ended.

I’m pretty stoked to be reading so much and learning again. Spent the weekend planning the courses I was going to take in the year and realised that one year was just too short to study everything I want to!

Conversations

This little MBA adventure of mine stirred up some interesting conversations with people about their personal and career experiences and how they saw the future. They were also nice enough to allow me to bounce off my thoughts about what I think I would want to do in the future. Talking through things definitely gave me more clarity about what I wanted and what I might be good at.

I am truly thankful for the meaningful relationships that I have built up in different spheres of life over the years and for such great willingness to just chat and share. This is definitely something I hope to pass on to others as well. We all have the power to impact those around us and change their world for good!

Finally, a visa interview!

Image may contain: shoes and text

I managed to make an appointment in late July. Hopefully all goes well, and the only remaining hurdle would be the coronavirus situation in the US. Fingers crossed!

Written by Asher · Categorized: Blog · Tagged: Business School, kellogg

Jul 20 2020

Kellogg.

10 years ago, I set myself a goal to one day attend Kellogg School of Management.

I had fallen in love with the Marketing discipline and how brands could be a force for good if a company pushes a meaningful purpose. This idea of brand activism was something that Philip Kotler advocates as well, and he was the S. C. Johnson & Son Distinguished Professor of International Marketing at Kellogg. Add the fact that the lecturer of my favourite business course, Product & Brand Management, was also from Kellogg, and you can begin to imagine how incredible I found this school to be.

Actually attending Kellogg was always a dream somewhere down the road though, blurry and out there in the future. Until it wasn’t. Left to my own devices, I would have chosen a safe, local MBA that would have allowed me to satisfy my intellectual curiosity at a nearer and cheaper university.

It wasn’t until someone close to me asked me, “If it is your dream, why not chase after it?” that something in realised that I should just go for it. The rest, as they say, is history.

I still can’t believe I made it!

An MBA of the Coronavirus era

Fast forward to today, I have just completed the virtual orientation week called CIM (Complete Immersion in Management), and am at the start of a virtual quarter. I would have loved to attend orientation and lessons in person, but such are the times we live in. The coronavirus is definitely not going to stop me from attending the school of my dreams.

In an ironic way, doing a virtual quarter in Singapore helped remove some of my earlier hesitation about being away from loved ones. Having taught Design Thinking via Zoom in the Zoo, I am also definitely less worried about technical issues that might come with the platform. The wide variety of online communication channels also help to close the distance between being in Evanston and being in Singapore.

Many have asked why I decided to go ahead with an MBA at such a difficult time, especially when my course requires travel to the United States. Well, I figured that there will never be an ideal time, and the fact that we are in the midst of a global pandemic would offer a rare context in which to receive an education in management. I hope that what I learn can be used to help fuel the next stage of growth when the pandemic blows over.

Initial Thoughts

CIM emphasised reflection and introspection. I realised I hadn’t had time to sit down and think for quite a while now, and the room to think helped me to understand myself better. Here were two questions that were raised during CIM:

“What is your cultural identity?”

It was fascinating to listen to my course-mates and hear their perspectives. As an international student, my American course-mates’ sharing provided some insight into life in the United States, their heritage, and what they identified with.

I also became quite aware of how I had never had to think too deeply about my cultural identity, being from the majority race in Singapore. My privilege confronted me. When asked to find an item that best represents my cultural heritage, I chose the Hainanese Kaya (Coconut Jam). Equally Hainanese and Singaporean, a representation of Singapore’s reputation for being a food paradise and quite frankly, a symbol of my love for Kaya Butter Toast.

Our short sharing showed a difference in where each of us came from, but also showed that underneath that cultural difference lie very similar themes of love for our families, pride for where we came from, and goals for the future.

“Who are you as a leader? What are your values and what experiences informed those values?”

We had to think back on significant moments in our lives that served as crucibles that transformed our thinking or values.

“Extraordinary leaders find meaning in— and learn from—the most negative events. They emerge from adversity stronger, more confident in themselves and their purpose, and more committed to their work.”

Crucibles of Leadership, Bennis & Thomas, Harvard Business Review

It was a difficult exercise. I had to confront thoughts that I’d much rather push to the back of my mind. Yet at the same time, it affirmed my values and my belief in our own power to change the world for someone else.

Crucibles of Leadership sharing

I am starting to think that this MBA will be more fruitful that I had initially imagined. I only pray that the coronavirus situation would improve so that I would get the opportunity to make it down for Fall.

Here’s to more amazing experiences at Kellogg!

Written by Asher · Categorized: Blog · Tagged: kellogg

May 19 2020

5 Lessons from my journey on the wild side.

Hello there! Three and a half years was a long time to have kept silent. The have been times when the voice in my head strained to be heard, but there was always something important to get done. It is good to be back and writing again!

I have spent the last three years learning and growing in my new workplace, and here are 5 thoughts from my journey to the Wild Side.

Since my last post, I have moved from Marketing in Mastercard to Insights & Strategic Planning in Mandai. The role is significantly different from what I used to do. From integrated marketing communications, I have pivoted to a role that is centred on strategy and understanding consumers. I had wanted to augment my experiences to become a more complete marketer and business professional, and this was the perfect opportunity. In Mandai, I took the time to immerse myself deeply in the work, to understand what needed to be done, to build relationships with my new colleagues, and to contribute wherever I could. It’s rather apt that my very last post back in 2016 was about “doing more”!

It has been an amazing journey at Mandai. It’s hard not to fall in love with working in the Singapore Zoo. People are mission-led and passionate about how their work protects wildlife, and the environment is simply beautiful. Professionally, I had ample opportunity to grow while leading the consumer insights function, spearheading innovation efforts such as introducing Design Thinking, and being a part of the corporate strategy process.

Recently, I felt the strong urge to write again. After contributing at work for so long, I feel like it’s time to come back to my passion for sharing what I have learnt along the way. In this awkward not-long-yet-not-too-short duration of three odd years, I have faced some personal challenges and some deaths in the family that made me rethink what everything was about.

The funny thing is, my past self kept coming back in different ways to answer my own questions. I rediscovered old posts that I wrote on this site, or old Facebook updates that spoke to me over the last few months. That made me realise that I should start writing again, if only to serve as a prescient advisor to my future self. I hope that others would benefit from this as I did.

Here are 5 key lessons from a journey in the wilderness. If you ever feel stranded and are searching for a greater purpose, this is for you.

1. It is okay to be lost.

Have you ever wondered what does it means to be lost? Think about that for a second. You can only truly be lost if you are trying to go somewhere, and “here” is not where you think you should be.

Maybe you are not where you want to be from a career perspective. Maybe you are not doing work that you think you are good at or resonate with. Maybe you have simply been too busy to even have the luxury of thinking about such things.

You know what? That’s probably entirely normal. We have all been in a situation in our lives when we wonder about alternative possibilities, could-haves and should-haves. I would even go one step further and say that it’s actually a good thing to feel lost once in a while.

Feeling lost means that deep inside of you, you know where you need to be. Perhaps it’s a goal you decided on a long time ago that you just have not been hitting yet. You might want to feel a certain way about your job while you are doing it. Or you might have certain expectations about your peers in your job environment. Perhaps you aspired for greater work-life balance. Whatever your situation, you might be feeling lost because you are not where you want to be yet. And that is okay!

Being lost gives you the opportunity to evaluate afresh the objectives that you have set for yourself in life and recalibrate.

Life is calling you back to your dreams. Don’t stay in a state of uncertainty simply because you did not take the time to take a hard look at where you need to be. Begin today!

Personally, it took me months to shake off this feeling. I spoke to my boss, colleagues and friends and asked them about my strengths and weaknesses from a third party perspective. I revisited my past experiences and really examined how I felt about them. What came out from this experience was a rediscovering of myself and things that really drove me. I had a better appreciation of how I tick, and what would give me joy.

Have you taken some time out recently to listen to yourself? You might find that unbeaten path you had been meaning to take for a while but just did not.

2. You are right where you need to be.

Somewhat paradoxically, after taking the time to rediscover myself, I realised that I was right where I needed to be. Without conscious deliberation or thought, a lot of my work and effort were centred on things I found meaningful.

To give you an example, one of the key things that drive me is building good relationships with others at work. My firm belief is that we can achieve better outcomes if we all work together and consider different angles and viewpoints. Reviewing what I had done for the last two and a half years, I realised that most of my work was just that – talking to different teams and bringing the different pieces together into a wholistic symphony.

I used to struggle with the sense that I was putting my finger in other people’s pies, but I have come to realise that that is my exact strength and passion at work when seen from another angle.

We don’t need to go somewhere else to be where we need to be. Sometimes all we need to do is to realise that ‘here’ is a pretty good place to start.

3. Skill comes with time and deliberate action.

A conversion I had with a friend is etched in my mind. This friend of mine is a secondary school teacher, and he was sharing about how he encourages his students to study. He mentioned that we often take for granted the things we do, and see them as typical or normal, but they might not be. He was referring to the simple act of studying. The number of hours that we put into our books builds up a reservoir of knowledge and a ‘muscle memory’ for studying that others might not have simply because they never had the discipline to do it before.

This is the same with any other skill. Malcolm Gladwell in his New York Times Bestseller “Outliers” mentions that we take a total of around 10,000 hours to master a skill. Have you ever considered what you have done for 10,000 hours already? I certainly have. Reading books for one, is something I have done all my life. Some people find it amazing that I read so many books. I can assure you, it’s a matter of deliberate practice.

Another area of my life that I am trying to build up the discipline of deliberate action is in Jiu-Jitsu. I began to be serious about it 2 years ago, and I have been slowly putting in the hours to make sure I get it right. I love it because there is no hiding behind a smart mouth or pretension in Jiu-Jitsu. You are either better than someone else or not, and at the end of the day, it’s the personal journey to excellence that matters.

In these two years, I rediscovered things I have always wanted to do, and started to do them. Kayaking, learning the guitar, travelling, and Jiu-Jitsu, of course. It made me realise how difficult it was to get really good at something, but it also made me realise that progress is made one step at a time, with us simply putting one foot ahead of the other.

4. Every challenge is a learning opportunity.

As a Singaporean, it can be hard to take challenges in my stride.

I have an ongoing conversation with my boss about having a growth mindset, where every challenge is seen as an opportunity to learn and stretch yourself beyond where you are today. In many ways, I have benefitted from being put into situations where I’ve had to find my own way and be resourceful.

As part of a rapidly growing organisation, rules change before you can learn them, and at the end of the day, it boils down to being focused on the objective at hand and knowing who you can rely on to know things and get things done.

5. You are making a difference.

I wonder if this sense of not making a dent in the universe plagues everyone, but it certainly occurs to me sometimes. It can be hard to think that anything you do makes a difference when you are caught up with the day-to-day scheduling of meetings, answering of emails, fighting of fires.

Put in the heart though, and you might just be surprised.

I spearheaded a design thinking project in my company, designing the new children’s zoo. As it was one of the few integrated projects that required multiple stakeholders for input, the process was long-drawn and full of lengthy negotiations between teams to make sure that the space captured everything we needed while providing an exceptional guest experience.

Months after we submitted the final design brief and the architects took over, in a meeting, the CEO asked where the slide down to the lower levels was going to be. This was an idea that we had presented in the design, but had been taken out by the architects due to space considerations. Even though it was a small comment, I was heartened to realise that our recommendations were heard and stuck to the mind of my CEO.

This is only one of many instances where I was surprised by how people really took the inputs from my work, and made a change to how they did things. You are making a bigger impact than you realise. The only question then is whether you use that impact for good.


And that was the 5 things that I learnt while working at the Zoo! There are definitely more lessons, and I’m sure there would be more opportunities to share as we go along.

Take the time to find out who you are, what you want to learn, and know that you are making a difference where you are. Make that difference a positive one!

Written by Asher · Categorized: Blog · Tagged: purpose, singapore zoo, wild side, wildlife reserves singapore

Feb 18 2016

On Doing.

Fisherman

A few months back I had lunch with a colleague who was more advanced in his career. The conversation eventually turned to how I was doing at work and my goals.

I panicked slightly at that point. Up to that point, I never really thought about it. Sure, I knew what I loved about my job and also had gripes that everyone is bound to have. But goals? That felt lofty and far away. He then followed up with two questions that stuck with me:

  1. What do you want out of your job?
  2. What are you doing to get there?

At times it can feel like we are hired to fulfill a specific role. A job can be transactional and alienating. In many ways, it is at the most basic level. In a capitalistic society, we are bartering our skills and time for wages.

But work can be so much more! Why can’t your work have a bigger purpose? If we expand our thinking and are willing to expend more of our time and effort, we would realise that we might learn something unexpected from things that “aren’t our jobs”.

The strongest barriers we face are those we put up for ourselves. What do you want out of your career? Go and make it happen. Don’t let the nagging feelings of inadequacy or hesitation stop you. Do, and you will find out for yourself.

Do. Do more. That’s an important lesson I have learnt for life.

Written by Asher · Categorized: Blog · Tagged: career, doing, job, work

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Hi there, I'm Asher.
Passionate about Brands, Marketing, Strategy and letting Data speak for itself.

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