Clueless in Starting a Business

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9789812445070: Clueless in Starting a Business

What's it like to be an entrepreneur? What does it take to build a successful business?

Clueless in Starting a Business gives you all the vital answers. Discover the right kind of company to start, how to structure it for success, how to design a business plan that minimises risks, how to continually build sales and customer loyalty, and how to attract better staff.

Plus inspiring stories and tips from top Asian and global entrepreneurs to show how your new business can take off faster.

This is the one book you need to get your business started!


Other titles in the Clueless series

1. Clueless in Advertising

2. Clueless in Marketing Communications

3. Clueless in Public Relations

"synopsis" may belong to another edition of this title.

About the Author:

Once described as an "awards machine", Jim Aitchison has won over 600 advertising awards. He was creative director of The Ball Partnership, Singapore, and executive creative director of Batey Ads, Singapore.

Jim has judged The One Show, America’s leading awards show; and has judged the London International Advertising Awards for many years. He is a member of the most prestigious industry associations including Britain’s Design & Art Directors Association, the Australian Writers and Art Directors Association, the Type Directors Club of New York.

Jim is also the author for international bestsellers titles, Cutting Edge Advertising and Cutting Edge Commercials.

Started his first business at age 15, Adam Khoo made his first million at 26. Currently he owns and manages three companies with a combined turnover of US$12 million. He is the Managing Director of Adcom Pte Ltd, a leading brand consulting and advertising agency with clients such as AIA, Tabasco, SAAB and Philip Wain. He is co-founder of Event Gurus Pte Ltd, an event management and conference company. He is also the CEO of Adam Khoo Learning Technologies Group P/L that runs motivational and accelerated learning programmes.

May Lwin is a distinguished academic with years of practical experience in advertising agency, Ogilvy & Mather Singapore.

Excerpt. Reprinted by permission. All rights reserved.:

Unconventional Wisdom

¡°The written word is the deepest dagger you can drive into a man¡¯s soul.¡± British writer Indra Sinha should know. His print campaigns for Amnesty International punctured public apathy and raised a fighting fund against oppression.

Ironically, print advertising itself has become a victim, burdened with more outdated rules and creative conventions than any other medium.

The evidence of intellectual oppression is alarming. Hall of Fame art director Roy Grace calls it ¡°a high level of mediocrity¡±. Others are less kind.

But while print is the oldest advertising medium, it is also the most resilient. In the postwar years, it witnessed the transition from one type of advertising to another. It has again become the front line in the battle between the prevailing wisdom of one century, and the unconventional wisdom of the next.

Print exercises an irresistible charisma. It is the permanence of the page, the romance of paper and ink, the presses thundering at midnight. No television channel would dare call itself a Tribune or a Chronicle or a Guardian, nor claim to speak for the Times in which we live. Only the economy of print can Telegraph a message. Only the power of print can Post an image in the mind¡¯s eye. Only the pages of Time, Newsweek, Fortune and The Economist can report world events while shaping them at the same time. There could never be a Viewer¡¯s Digest, only a Reader¡¯s Digest. If television reduces us, print enlarges us.

¡°It¡¯s interesting that nothing has killed off the printed word,¡± muses Lionel Hunt of Australia¡¯s Lowe Hunt & Partners. ¡°Not radio, not cinema, not television, not even the Internet, which is still largely a print medium anyway. Whenever there¡¯s a new medium invented, there are always these dire predictions about the demise of the earlier ones, but it just doesn¡¯t happen. OK, so silent movies aren¡¯t that big at the moment, but Marcel Marceau still makes a living.¡±

¡°It¡¯s not a crime to love print more than any other medium. I do,¡± affirms Graham Warsop, chairman and executive creative director of South Africa¡¯s The Jupiter Drawing Room, ranked among the five most creative agencies in the world by Advertising Age Creativity.

"Paper is the home of the written word. It has an impeccable pedigree. Equally, images on paper are like images on canvas. They have a formidable legacy of persuasion.¡±

Print creativity is not the result of mystical inspiration. It is an art and, like every art, is the result of conscious effort and preparation.

Developing a conscious understanding of the medium and its possibilities is the first step; individual ability and fickle inspiration will remain unconscious factors in this equation. At least for the time being.


A cynic once called television a medium because it is neither rare nor well done. Yet, in comparison, print is often regarded as a passive, one-dimensional medium.

¡°It¡¯s a cretinous thing to say,¡± asserts Sinha. ¡°How much depth is there in one page of the King James Bible? How much depth is there in the opening line of Lolita?¡± Sinha believes the printed word has a greater capacity to free the imagination than television does.

¡°Television imposes a visual on the viewer. It doesn¡¯t allow him the choice of imagining the world to be the way he wants it to be. Print can actually liberate the mind and create far more intense illusions, far deeper experiences, than any television or film ever will.¡±

Australia¡¯s foremost social researcher, Hugh Mackay, agrees. ¡°The words are asking me to make up the pictures, so they¡¯re my pictures.

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