Sign in Subscribe

Who, not how

I promise this has nothing to do with Dr. Seuss.

Reuben Ch'ng

• 2 min read
Share

I received a notification from Google Photos this morning, showing me several photos from the past.

I've picked three of them to tell a story about below:

📖
This post was inspired by Who, Now How by Dan Sullivan. The premise is to achieve bigger goals and gain personal freedom, you must stop asking, "How can I do this?" and instead ask, "Who can do this for me?

Went to Brunei (twice) to conduct marketing workshops:

In 2025, I found myself flying to Brunei to conduct marketing workshops.

I've never been to Brunei. It was a country I wouldn't have thought of visiting. The opportunity came through someone I've met, working in a business I consulted.

The experience there was amazing. I learnt the Sultan's residence has 1,788 rooms. I enjoyed learning about the country, the businesses there and the cultural differences.

Made audio (and music) for a History Channel documentary

In 2013, I took on an audio & music production project for a History Channel documentary called The Fall of Penang, which told the story of the Japanese occupation in my hometown.

I found myself with a team of cinematographers, running around historical places in Penang and interviewing people who lived through the war.

The opportunity came through a team of cinematogaphers I met during a wedding dinner.

Every client I worked with over the past 2 years, came from Underdog Con.

Not sure why I wore a suit..

In 2022, at the end of a broken business relationship, I found myself liable to pay for an event space and so I ran a marketing conference to sell tickets and raise enough money to pay the venue.

Somehow, attendees kept asking me when I'd run the next one. And so I've continued to run Underdog Con till today.

But that's not the crazy part.

The crazy thing is I realized is that every client I worked with in the past 2 years came as a result of meeting a stranger at Underdog Con.

If you want opportunities, focus on finding the who, not how.

As we gear up for Underdog Content Con (16th July), I'm reminded that the biggest benefit of running a conference is the people you might meet and build relationships with.

That's why I keep running Underdog Con. They help us as much as they'll help you.

Few exciting speakers this round, talking about content marketing:

Don't miss this one. Tickets are selling.