. Now that the UN's 17 sustainability goals imagine an age where half of the most valuable ideas needs tio be new to the world every 5 years, old academia's processes
and ageist and sexist heirarchoies are neither economic nor social nor sustainable...Instead ..
Why not: linkin as an
explorer (SWOT) of something that you are passionate about and feels right, search out its leadership centre of gravity in
linking productive and demanding realtsionships of worlers and owners, customers and societies, local and worldwide sustainability
goals, collaboration partners as much as competotors' try and become trusted by alumni of the leadership team provided
they still know the relevance of celebrating the founding dna. Singapore shows the advantage of a small nation in this era
The idea of place branding itself was to many a challenge to faith and other cultural drivers when i first
published why singa;pore was a benchmark place brand in 1987. There are so many choices that Singapore needed to
get right which fortunately can be studied in iterative details in the writings and most tristed counsels of leader (nation
builder) Lee Kuan Yew. Again if I get one of these details wrong dont give up, singapore is vaut le voyage to learn everything
you can from its thriving people's endeavours to link safe and joyful worls with all they connect.
Start with the fact
that this nation didnt want independence from Britain or certainly not the rushed independence firced onto it - of course
you know you are safe a a British protectorate one day, of course we (the peopes of britaon) cant afford to protect you the
That was Lee's first chalenge- could Sinagpore (then 3 ?million people) naviigate going independent
both of UK and Malaysia at same time? The twin crises of failing as a nation were top of his mind- could leadership keep singpapore
safe for all cultures; could leadership create always enough jobs (almost every job specification chnaged as the British disconnecetd).
Across 5 decades unlike any other leader i can find Lee kept this questions top of mind (above any party debate) and
designed a constitution and internal collabiration between peoples that never failed to value these questions. The results
being that often times Singpoare has also helped held the whole of asean cultures togther whereas other regions of the world
got into teriifying cultural messes. And Singapore evolved within 3 generations (grandparent parnet kids) as one of the wealthiest
per head of population as well as the most exciting learning isle on the planet.
Now lets celebrate that Singapoae is
a valuation benchmark of small nation branding. it is not big in population under 6 million; it is not in top 100 in amount
of land. It has no underised land- it cannot expect to grow a population bugger than today's. THese are opposite chalenges
to a nation such as eg Russia that has the natural reources of the least crowded place on the pkanet but the most opposite
of infrastructure chalenges imaginable to singapore's. Sinagpore could be 100% a gtrading place not a making one as far as
indsutrail things go. But it could be the world's most open source knowhow connectoir of life critical info, of smart apps,
of education experiments every safe-for-girls community needs.
Neither its small population or its small land
base matter provided singpaore can be a most collabirative place in the world for those whose sustainbility it can most help
multipoly while truly doing no harm to any other nations. I don't want to push this proposition too far but in 2018 it is
noteable that few nations support china's youth's dreams more than singpaore but at the same time its the place donald trump
feels comfort in meeting Nirth Korea's leader
Geographically Sinagpore has devleoped a charmed existence - well its
worked extremely hard to make that the case. I first viisted singpoare in 1983- that was a decade i did a lot of traveling
as a major contributor to a 50 country and 1000 market databse on branding what societioes most valued ; this had started
up around express database technolgy created out of harvard and MIT. Singapore was the dirst time i actually enjoyed being
at an airport. Later in a small way i helped Sinagpore Airlines celebrate with the BBC (videos of branding the marketing advantage)
how Singpaore had changed all airline passneger for the better. Tiny things like the global industry monopoly IATA had regulations
for how much meat there should be in a sandwich io economy class. We thought meat sandwiches should taste good if economy
passnegers wanted that during 12 hour flights. On ant issues other than safety we tore up IATA's rule book.
As it happened
I had half a day off. Back in 1983 it was the first time I had seen an Asian city in the middle of a complete makeover achieved
in under a decade. There were gleaming new skyscrapers and air conditioned malls. Ther were arcades of older street shops.
On one I was surprised to see a prominent notice on the door. Dear tourist - be advised that this establishment cheated a
customer 8 months ago - so sorry. Apparently particularly if you were a small service business and cheated a customer you
had to advertise that for the next year. Singapore and tourists wanted to become the worlds favorite shopping hub as well
as well as the workd's vaforite airport and shipping suoerport.
Of courseabove all Singapore is where maritime geography
matters. As Japan, Korea, all the Chinese Diaspora superports (Taiwan, Hong Kong ...) then the whole of China / East Asia's
coastal belt grew shipping's world trade, the whole of that Eastern world has to pass by singpaore to trade with the west.
Singapore quite literally depended on multiplying goodwill beteen eastern and western people- if it could earn the trust and
help every person thrive who traded freely between east and west why not.
Some would say singapore had a dark side.
But if you think executing drug smugglers is uncivilised, you havent really acounted for histiry. Around 1860, one fifth of
the world's people living in China closed themsleves to world trade rather than accept the British Empire's ulimatum that
opium should be used as a curency in exhcange for the sort after chiense silks and spices. Other extreme local ;aws involved
a culture of tidiness- chewing gum is also a banned substance in Singapore- and if a man went tp a a post office and his hair
was judged too long he was told to wait at the back of the queue. Much more importantly, Sinapore develoepd the smartest housing
policy I have ever seen. Affordable city skyscrapers for all but only assuming you play 2 roles- celebrate ciultural fusion,
value the community spaces that all tower blocks depend on to make them family-friendly.
let rival political parties interfere with progress the future of its youth as well as theuir health contribution to the whpole
Singapore was always asking what would the world miss next if we dont deliver it
Sinagpore is a small
nation but potentially a perfect partner with we the peoples of any size of nation
Originally one thing singapore kept
wss british commercial law- it didnt do much rewriting of the rules of the game. It may even j\have asked Britsh Queen's Councillors
to arbitrate over disputes with global companies etc rarher than run risk of ever more expensive courtroom games Sinagpore
is a benchmark superport- up tp half the world's peoples depend on mapping how their coastal ports and continental roads configure
with singapore's hub (yes it is true that probably only panama and places responsible for the suez canal have quite such a
geographical uniqueness to value). Maybe American people cannt learn directly ftom singapore or maube they could start asking
is the way our 40 plus states and federal investment budgets designed reklevant to a owrld of 4000 time smore communicatyuons
technolgies where the virtal and real waves of trade need to be intergated naturally - not so much by a legal constitution
wriiten in the stone oif amendments and ruled over by nine of the supreme elders of the nation
I advise young people: don't compete with western academics in publishing case studies on innovation- the ivory tower
process (eg referral, sponsorship) is rigged to value the past not the futureHowever I may also part with my own advice (below)-
quite simply brand goodwill valuation is the world's biggest maths errors in places that have lost their youth's livelihoods
crediboility let alone dreams - such as USA and EU.
I contributed to a trilogy which The Economist - perhaps
jokingly - started in 1988 : the year of the brand, the death of the brand, the death of the brand manager. Not my choice
of words. The irony is USA taught the 20th century the importance of branidng but failed to see how globalisation (or my prefered
desciptionj over 4000 times MOORE communibcations tech 2030 veruis 1946) required innovation in valuing brands, and entre[reneurial
revolutions such as the jot\ful serach to lepfrog - when half of the world people never had access to one g of technolgy but
are first to experument with an advanced g what do they value most
g1 fixe tel line
g2 mobile for speeck
mbile ofor speech and data
g4 mobile is smart comouter too
g5 bilions o machiens play with the sme intellingence
that people thonk they are in charge of mobilising
-not everyone agrees on ever-simplifying these decsriptions
(or other such as how to grow your friendsand families with 4 industrial revolutions in one world of life critical social
solutions) but your chldren/taechers had better believe that g5 is where the graetest innovation will be by 2025- and no amount
of political soundbiting can help the peoples locked into any place brand that isnt joyfully questioning this through worldwide
youth exchnages and beyond classroom education
There is a technical literature that peaked on this - in usa it was called unseen wealth around 2000 published by Brookings;
it was torn up by bush adminsitration in 2001- it continued for 3 years before it was also torn up by brussels; i intervied
the 2 top reserach leadeys of inatngbles/goodwill valuation soon after their work and all their students had been trashed.
There is a different metric of rising or crashing expientials that 90% of value multiplies around the more we trust networking
to be integral to livelihoods and llife- to understabnd this the wirst thing in the workd is the ciorporation when its audited
only by how much money did it extract in the lst 90 days, or the politiciian who judges his own (or anyone's including job
applicants for supreme courts or liberation movements be they female, youth, propoor oriented) performance on 90 second soundbites
world's biggest maths error explains why we the richest oldest western nations haven't yet transfomred towards sustrainability
vakue multiplies - its also a story of how depressing profesisonal monoplies can get when they side with big get bigger insted
of hippocratic oath. It is where the west' big banking also went wrong, and still hasnt had 100% transparency in correcting
However part of this problem is the way 20th C America incfreasingly used media to conttrol people not
to free them. This media fakeness in plain sight can be seen in standard advertising text's like trout and ries positioning
- the battle for peoples minds. I have worled on some oth woprld biggest brands but only when clients were willing to burn
such an ideology. A nation with this purspoe of mass media wasnt likely to be sustainability worldwide's favorite epicentre
for digital new media either
My qualificication is as a statsitican MA, Corpus Chrsiti College Cambridge. My life's
study innovation and the reality of brands worth living with if the younger half of the world are to be just-in-time
to evolve sustainability generationsOne of our problems in English speaking worlds is with language itself. Why is globalisation
such a singular word when nature values (integrates) local diversity. If she would advise the world of men, she would say
dont let your tech rish to compete with me in designing processes of a global scale as I rule over which species to extinguish.
The end of the world is also a misnomer- nature will keep going, whats questionable is whether we humans our ending regeneration.
It would be wise to treat the sustainabiliity goals deadline 2030 as determining whether we are helping youth safely orbit
mother earth for many generations to come or designing in exponentials that will destroy all or most of their chidren. Given
whats at stake this should be livelihood's education most exciting time to be alive but clearly it isnt yet in US or EU