(This is the last part of what is a 4-part series.) Note: I'm not an Architect. Content within this deck was discovered on a trip to Athens, Greece where I stayed at the home of an architect. Amongst the hundreds of books he had, I chanced upon this gem - "Letter to a Young Architect" - which I've collated and will share with you here. Contained within that book was the author's life learnings, to be handed down to future architects. But what surprised me was that, on every page, each of those learnings could be directly applied to advertising as well. And such good lessons they were that I felt compelled to keep a record of those lessons, for my own learning and to share with others. Hope it's as eye-opening for you as it was for me. Enjoy! Part 1 (On Advertising 101): http://slidesha.re/1g0ao0c Part 2 (On finding inspiration): http://slidesha.re/OqHGxV Part 3 (On overcoming challenges): http://slidesha.re/1hLOT4g

1. Part 4: Being the
Best Version of You
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
11 Unforgettable Lessons
On Advertising
From An
Architect
Image credit: Getty Images

2. All image contents is credited to Alexandros N. Tombazis, a
Greek architect, from his book “Letter to a Young Architect.”

3. A quick guide to this deck
1. (Almost) All instances of the word “Architecture” has
been deleted (leaving only the “A”). What is most striking
is that by merely replacing all mentions of “Architecture”
with “Advertising”, the advise given is still relevant in its
entirety. Try it yourself and see.
2. I have also included personal notes/tips to make the
advise applicable to the practice of advertising. This will
be denoted by ✪ .
This deck features a compilation of advise to young architects
that came about as a result of a series of lectures given
mostly to students of Architecture in Greece and abroad.

4. ONSPENDINGTIMEWELL ✪ The crucial distinction for me is the fact that
“occupation” is focused on how well we spend
(occupy) our time vs. a “profession” which is how well
we convert our time into money we can spend.
#1

5. ONLIFELONGLEARNING
✪ Be it Creatives or
Planners, one needs to strive
to continually learn more and
more, yet at the same time
keeping the humility that
comes from realising there’s
still so much more we don’t
know.
#2

6. ON“ENABLING”HEROES ✪ Better relationships lead to better results: Always focus on defining
the problem excellently. Too many people in the business want to be
problem solvers and thus wants to be the “hero.” Instead, be a
“diagnostician” – listen and understand your client’s business
challenge, distill the problem and only after that, by working together,
develop the solution. Enable the client to be the “hero.”
#3

7. ONCONVINCINGPEOPLE ✪ Convincing people isn’t about imposing your “answers” on others. But to
aid people in coming to their own conclusions. That means, at times, we
need to come up with better “questions” rather than better “answers.” Just
be mindful to ask questions that expands (rather than extracts) people’s
views. Search “powerful questions”/”appreciative enquiry” to learn more.
#4

8. ONTHENEEDFORFEEDBACK
✪ Being better at anything – from advertising to baking and even gaming – requires
feedback. You need to constantly take stock of “Where am I?” vs. “Where do I want to
be?” Competition opens your eyes to your personal gaps, providing the crucial
answers to “How do I get from here to where I want to be?”
#5

9. ONHARNESSINGLIMITATIONS
✪ “If Youth knew; if Age could.”: As you
learn, use your vast experience and
knowledge to harness “limitations” to
expand rather than to limit possibilities.
#6

10. ONASSESSINGWORTH
✪ Always be mindful of how you
interpret the value of things, in your
general or work life. Be conscious if
you are basing its worth on its “price.”
Because “price” is nothing more than a
“stereotype” – a widely held but quite
likely an over-simplified view of a thing.
#7

11. ONEARNINGBYGIVING ✪ We can’t deny our need to affirm our ego, our sense of self-worth.
However, your self-worth is derived less from how well you assert your
position (or of how well you stood your ground) but from the respect
people “gift” to you. And to earn people’s “gift” of respect, we need to
accord them the same by listening, and by listening well.
#8

12. ONMODERATION
✪ Advertising, as with any act of creativity, is
prone to over-indulgence – when the focus shifts
from doing something worth the attention of
others, to doing something that’s worth your time.
Always keep your eye on the eye of the
audience.
#9

13. ONLIFEASANANIMAL ✪ When asked “If you were an animal, what animal would you be?”, we’re likely to
think about fearsome animals (real or mythical) – lions, tigers, leopards, eagles and
dragons. Here’s a thought – be a giraffe.
#10

14. ONPURPOSEFULACTION ✪ Too much of what surrounds us is focused on “What” we do and “How” we do it. Too
little ask us the hard question of… but “WHY?” Time will age the legacy of “What” and
“How” we do things. But our “Whys”, that’s what will live on. Watch the next video…
#11

15. Now, go be the
best version of you.
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
alex.goh@mcsaatchi.com.my
Part 4: Being the
Best Version of You
11 Unforgettable Lessons
On Advertising
From An
Architect