What is the nature of your business? (Short Business Profile of Kinetic Singapore)
Kinetic started in 1999, as an interactive house, with four people and has since expanded into a 19-man team. In 2001, Kinetic Design and Advertising was set up, originally intended to supplement our web creatives in the print medium, but now we cover full communications strategy, from branding, corporate design, TVC, brochures, print ads, to interactive (websites),anything of creative nature.

What made you embark on this venture choice?
We came from corporate and wanted to do something that would make us happy. We were bored of our jobs then. At 26, we were working in reputable companies and MNCs and decided to try something new. It was a dream to be working in a place where we have passion for. Kinetic was started in 3 days. I feel that because we had the motivation and drive, there was no real need for any business plan, because we believed in ourselves, and in what we were about to do. I strongly believe if you have no drive, the best business plans won't save a business. Currently, Kinetic Interactive is the top interactive company in Singapore and Asia; Kinetic Singapore, as a whole is the only Agency in Singapore to have been on the Creative Circle Awards top 5 listing for our 6th year running. In the international arena, Kinetic did Singapore proud by being the highest awarded Agency in Asia in the New York One Show Awards, winning one Gold and two Silvers.

How does your business work?
Kinetic Interactive focuses on front-end design and helps clients reach out to their clients by strategically harnessing the latest in web technology. Kinetic believes in creating a uniquely creative online experience that is customised for each client. Similarly, Kinetic Design and Advertising is driven by the same passionate belief that creativity can be transformed into arresting creatives that stop people in their tracks. Our design and advertising arm enables a web campaign to be extended into the other platforms of traditional advertising, marketing and vice versa, and in line with the key messages and the brand image. We pitch ourselves against the very best so that we can always get the very best out of ourselves when we take part in local and international awards. It's part and parcel of the passion that drives us. Kinetic is about fun, passionate, creative and always on the move.

Did you have the capital to start the business or did you have to borrow from someone to get started?
We were lucky. Though Kinetic Interactive started as part of the Ad Planet Group, the first job we landed and we were self-sufficient all the way. Starting up, we were practical and took a small office with minimal furniture. Today, the essence of Kinetic remains the same and we are all very close. I believe that the work environment should be comfortable, (not dodgy) and cannot be done at the expense of the people you work with. We focus a lot on people and every year we go on company trips together, to the US, Maldives, Japan and Australia.

Do your parents have their own businesses too? Have they inspired you in one way or another?
Yes, my father has his business (medical disinfectant line). Learning from the way he runs his business, you learn the good and the bad - The good for what you need to remember when you are doing things right; the bad you learn when you don't want to do that. Definitely, my dad has been an inspiration and an example for me, to learn the good and the bad.

What was your childhood dream? When did you decide that you would strike out on your own instead of working for someone else?
I had wanted to be a lawyer. But growing up, I was interested in ads. When I was in junior college, I told my friends that I want to work together, to start a company, where people whom you care about and people whom you respect work together. When we started, some were sceptical that friends can't work well together. (Six of us from Kinetic were from my junior college) My dream is to create a place that I can walk in the office without having to be pretentious (without wearing things that people expect you to wear), because what you produce is more important than how you look and what you say.

Why does someone decide to be on their own rather than join an existing company?
When you start a company, you can set the direction and culture. We can set our own rules and have a chance to make a change. When you join an existing company, chances are, you have to learn to fit in.

Are there at any point in your life that you experienced a significant event (WW2, racial riots of the 1960s, the Economic Crisis of the 80s or 90s, SARS, new competition or shifts in market behaviour and trends) which affected or influenced you and your business that made you change the way you think and do your business?
During the SARS period, we are always told economy is going down, you have to structure your business differently, but we decided not to follow that. In every bad situation or crisis, there is always an opportunity. During the SARS period, we worked on some government projects teaching people about SARS. We were working with good people and stayed focus. As long as everyone works together, I don’t think there is any event significant enough to topple a team if the team is strong. Also, we were never forced to fire anyone. As long as you stay true to what you believe in, clients are able to see that. We only need good clients that we can select, who work with us, to give us enough money and room for our creativity to grow.

What are some of the challenges in starting a business from scratch?
When we started out, we were 26 and it was hard for people to take us seriously. Furthermore, we don't have much portfolio to show then. However, in every challenge, you find a solution. We did a lot of work, a lot of ads, to show the styling, the type of work we can do. There will always be challenges but decide what you need to do and get it done.

Who/What motivates you?
A lot of things motivate me. Working outside and interacting with people motivates me on different levels. Many people in my life have one way or another, inspired me, through the level of passion and the amount of effort they show in their work. For me, motivation can come from everywhere and everything that I see. (One may look at each person differently and consider the different dimensions of motivations). The bulk of motivation obviously comes from the people working with me as only then do I know that all the hard work and sweat is worth the effort.

Tell me about the first few customers and the first few years of business.
Our first project was for Pestbusters and that won us our first award - a bronze at the Singapore Creative Circle Awards. We were nobody then. To date, we are the top five. We started humbly, with Amara and Nokia. Our first customers are those we always remember because they have given us a head-start and we are still growing with them. The first few years of business were tough, but exciting, because we were the underdogs. It was a big feeling when we won our first gold in New York, especially for an award that seemed impossible.

Please tell me some stories of your best day in business or your proudest achievement to date.
When you win the first award, it's a very different feeling from the other awards. It's the first thing that makes what seems impossible, possible. From the second and third onwards, it may be luck. Though it doesn't govern how good we are, but it shows that we are doing something right.

Do you recall your worst day in business? Have you ever felt like giving up?
One of the worst days in business was when I was running a campaign (a waterfront project) for my client. Then the Tsunami hit and I was very much saddened by that for the client especially. Instead of spending too much time sulking, we started to see how we could assist the client in every way possible. I do get affected by the little time I spend with my child. But even then I feel that if what I'm doing is something worth doing, I shouldn't feel like ever giving up. I love my job.

When was the moment you realised the business would work and support you?
From day one when we started the business. You need to believe in the things you do if you want to succeed.

What are some of the things you have had to overcome to succeed?
You need to be willing to give up your time. In order to succeed, you need to stay focus. Sometimes, to be a good leader, you also need to change your personality, to overcome your own character to make yourself a better person. As an ambitious person, I understand that certain things you are willing to give up in your life, but everyone else may not be willing to do so.

What are some qualities that you feel you possess which differentiate you from someone who works for others?
Growing up, I don't like to conform. One of the differentiating factors is that I like to do things that I believe in, though not necessarily be the right way to do it, but if I am wrong, I learn from mistakes and move forward. I have a refreshing way of looking at things and dare to speak up to management. Though an ambitious person, I care a lot about the people who work with me. I believe that things must first benefit the people whom I work with, before it benefits the management.

To succeed in business, what qualities are essential? What are some of the secrets in making a successful business?
Passion and hardwork. If you believe in something, no matter what happens, you can make it through. You may not be the richest person in cash, but you will be the richest person internally for doing something you believe in. In our industry, talent and clients are important. We are careful in selecting talents and the client project that we work on. The "secrets" in making a successful business are, believing in the business, setting certain rules and following them. For us, we only do good work. To ensure that, we choose clients who enable us to do good (quality) work. Secondly, we put in 200 percent in what our clients expect us to do. This means setting our standards much higher than what we can achieve and letting our passion lead us.

Who or what inspires you?
I am inspired by my mom who does a lot of charity work and I try to run the business with a heart. It's about caring about the people, who are more important than the organisation. But I am also inspired by people from all walks of life who show passion in what they do.

Have you ever thought of expanding the business in some way or in multiple locations? How and where?
Not in the near future. So far, we have worked well with clients in international areas without the need of us being there. We like to see our business small, it's easier to control and manage. We want to remain as a small agency - one that produces quality, creative work and not one that is scattered yet unable to produce good works. At the end of the day, it's about the people you hire. It's better to be a strong, local agency with good talent, than an agency with multiple offices that fail.

What aspects of expansion would you like to see for your enterprise?
We started with interactive creativity then we move on to design and advertising creativity. To us, creativity is a broad word, it can take us anywhere. It will be more of lateral expansion. Anything about creativity, it is more about an idea. It's the creativity that comes first, then you work with various partners that provide you with what you need. For us, it's coming up with ideas, concepts and being creative!

In your opinion, how would you define entrepreneurship?
The willingness to try and dare to do something you want to do. The things you never thought that you could do, but just by allowing yourself a leap of faith, you can do something that you believe in. Be daring to try, but with a sound mind.

To what extent does one's educational level help or hinder entrepreneurial-ship?
No extent. We are born in a society that places importance on the "paper" certificates and on one's educational level. When we hire, it's not about the paper and where you come from, but rather what's in you, your talent and creativity.

As we try to select the final 41 entrepreneurs, what qualities would you think a person should have to inspire others?
Entrepreneurs are people who come with a heart, not just business-minded people who work for their own core. But entrepreneurs are more than business people, who are willing to make a difference to people\'s lives and work with them. Depending on the company\'s standing, to put Singapore on the world map. This implies not just wining awards, but also to know what they are doing.

What are some of your own values in doing business and what do you like to pass down to others, particularly the younger generation?
Always have a clean heart and be open-minded. Be daring and willing to take on a different route from others. Know where you are going and don't be mere followers. Stop and ask yourself, to use your brain and make your own decisions. To be successful, try to balance your heart and brain.

What advice would you give young people who want to start their own business?
Use your brain and your heart. Believe in yourself, your business, your company, your people, and don't be afraid. There will always be challenges everyday. I have earned enough experiences from what I have learnt to help me with my next challenge, whether it is working for another company or starting another company. If you believe in yourself and the people you work with, you will not be afraid of the challenges that come your way - Because if you believe in yourself, you know you can make a difference.

Your Personal Comment:
Carolyn is a risk-taker who is not afraid of challenges; original thinker and innovator who does not follow societal norms blindly. She holds a strong philosophy, believes in herself and possesses the spirit of making a difference to those working around her. I am impressed with the passion Carolyn has for her work and her sincerity in sharing her experiences with others. She takes pride in doing good work and I believe that with her vision, level of enthusiasm and passion for her work, she can redefine boundaries in the creative and advertising arena for Singapore and scale Kinetic to greater heights.