meeting the folks who made the youths.
(Post-script: I had actually written an entry twice as long as this one but WordPress killed it when I tried to save it. So I shall not attempt to regurgitate the original content, but share what I think is most necessary to be read.)
60 minutes. 48 slides. 40 parents. 14 Shepherds. 1 heck of a session. (:
About a month ago, I tweeted this:
Just had an amazing lunch session with another youth pastor and I think I may have found the solution to unite the church as a family! Wooh!
Today, I think the youth ministry took one step closer to realising that vision. And it has everything to do with putting young people together with fathers and mothers.
If you were at R-AGE @ GII’s from 5pm-7pm today, you would have seen me beaming to no end. No, I was not delighted because the team or I have done a good job (though I believe we have!); I was not happy because of the turn-out or the parents’ unexpected responses; instead, I rejoiced because of two things:
- I remained obedient to the vision that God put in my heart about a year ago to network with the parents of my young people, and successfully brought it to pass in the ministry today.
- The session today affirmed my appreciation of the “Family” element in the Grace AG “DNA” and I tapped on it to potentially bring the youth ministry (and maybe the entire church) to the next level.
Not many people know this, but if there was a group of people who I am most reluctant to be with, it would have to be fathers, and to a lesser extent, mothers. Perhaps it is because I do not normally interact with them; or because I did not grow up with a fatherly figure; or because there is a generational gap caused by age; or because I think they secretly scrutinise and criticise the youth ministry; or because I think they have no interest in what I have to say to them; or simply because I do not have much to offer them with my limited life experiences.
However, much to my pleasant surprise, they were not just a receptive group of adults but also an uplifting bunch. I invited them to give us feedback and here are some of their suggestions (and affirmation):
Good session – cleared some doubts. Organise some teens-parents bonding session?
Encourage leaders to communicate with parents if they should notice inconsistent behaviour.
Keep parents posted on the cell material so that the topics could be discussed in the family.
We would avail ourselves as a couple to listen to and help the youths and even their parents.
Host a cell group [at my house] – need not be a cell my child is in.
You guys have done a great job in nurturing the kids in their teenage years especially in their spiritual growth and character building. Keep it up!
And this takes the cake – it made me beam as brightly as a thousand suns:
I am so proud to be a parent of R-AGErs who have grown and matured through this amazing ministry. Keep up the good work! Phil 1:6
Off the top of my head, here are the 10 things I would like to thank God for:
- I expected a turn-out of 20 but nearly 40 parents showed up today.
- I expected a bored, restless and uninterested group but I saw genuine enthusiasm as they participated in the ice-breaking activity and patiently sat through the hour-long ministry update.
- I wished I got a dollar every time I saw a parent nod his or her head with me in agreement.
- I took the risk to give Keith and Yixian the opportunity to (re)present the cell and service elements respectively and they have exceeded everyone’s expectations of them – I am so proud of my beloved proteges!
- I thought Melody and Bradley did a superb job at organising this event with limited time and resources.
- I saw a beautiful scene of “Family” at the ground floor after the session – teenagers, youth leaders and parents freely mingling and chatting with each other over dinner. That’s precisely what a family church is all about!
- I was surprised to see how genuinely keen these parents were to be a part of what R-AGE did, does and will do.
- I could almost see it in their eyes that this session was like an answered prayer for them.
- I expected a tricky Question-and-Answer session but I ended up receiving generous words of encouragement from two fathers. I also received an insight into the real fears, struggles and concerns of parents with teenage children.
- It was beyond my wildest imagination to see at least 35 parents responding to my pseudo “altar call” of committing to being a secret prayer warrior for the youth ministry and its young people.
I shall not go into the details of what transpired today because I do not want to let the cat out of the bag… (: But if you are really keen to find out what happened, here’s all you need to know, whether you are a parent or a teenager:
- We now have one parent committed to interceding for one R-AGE @ GII GGL (who’s not related to them) for six months.
- We made history today by organising the inaugural Meet-The-Folks session; as far as I can remember in my 14 years in Grace AG, and confirmed by parents who have been in Grace AG for more than two decades, this was definitely the first time something like this has happened. And we were all most grateful for it.
- We are all looking forward to the next Meet-The-Folks session, perhaps at the end of the year.
- We have a bunch of parents who sincerely desire to make a greater contribution in their teenagers’ life and ministry.
- We are on the threshold of a new culture being established in Grace AG – championed by its young people.
enjoying a checkpoint before ending up at a checkmate.
By the time this post is published, I would have preached a total of 10 sermons since “Always And Forever” at Revival Service. I had the privilege to speak at two youth camps this month and I am penning this entry before my final session tonight. Frankly speaking, I am exhausted – physically and mentally especially – but I am reinvigorated spiritually, because of the amount that I had learnt through my preparation for these messages.
The weekend before Grace Retreat, I accomplished mission (almost) impossible and preached four freshly written sermons over three days. And in the past 30 hours, I delivered three messages. It was a grueling process (mainly due to the lack of rest and the constant demand to develop my content) and it forced me to change the way I normally delivered my content – by preaching without a full manuscript – and I must admit that I thoroughly enjoyed the change.
My dependence on the Holy Spirit to guide and keep me on track had never been higher and the sense of satisfaction had never been deeper. I felt a lot more natural when I’m not bounded by a manuscript; it gave me freedom, spontaneity of speech and truly allowed the Spirit to determine the words I uttered. This was a new milestone in my journey as a preacher and I thank the Lord for giving me the grace to grow into it. (There’s still a long way to go though…)
I preached “Leadership = Lead Your Sheep”, “Will I Catch A Grenade For Ya?” and “My Neighbour Is A Spy!” (twice) that weekend and I’d like to think I have made progress as a preacher. Shireen Lai once told me (perhaps prophetically), “Get used to this – it’s the life of an itinerant speaker”. I was a little embarrassed by that statement because I (still) feel severely inadequate as a preacher – I know I am a decent communicator, but I still lack (and long for) the connection of Ps Ronald, the relevance of Ps Benny and the profoundness of Ps Edmund; I strive (and sometimes struggle) towards these things as I attempt to grow into this role without any theological education (yet). The most common advice I’m given however, is to find my own style of preaching – something I’m still trying to figure out. It’s a steep learning curve so I thank God for His generous grace.
On a side note, what I also enjoyed about speaking at other youth groups, besides expanding my communication repertoire and gaining exposure and experience, is connecting with youths outside R-AGE. I try to add these new friends on FaceBook as soon as I can so that I am able to remember their names and my brief interaction with them. And at the end of each session, I will share the same sentiments as my Shepherds (who accompanied me to minister at these youth camps) – we are grateful to be a part of R-AGE that is now a part of us.
I also sense my heart for the Church (the body of Christ) being enlarged as I get a feel of the needs in other youth ministries – that is something that is definitely caught, not taught. However, I am just at the beginning of what (I hope) is a long and rewarding pilgrimage of preaching the Word… There’s so much more that I have and need to learn before I can call myself a proper preacher of God’s Word; this realisation keeps me humble in light of the applause that I receive from people; I must always remember to bring both criticism and compliments before the Lord, and to ask Him to help me make sense of it.
Well, it’s a relief for me to know that the next time I preach (in R-AGE, besides a session at another youth group in early July) is at the end of August so I’m going to make full use of this preaching hiatus to sink my roots even deeper into the Word of God. It’s also going to be a time for me to catch up on the Leading and Mentoring pillars of my daily ministry. And up(a)grading my Interceding life is part of what I hope to achieve in the coming months.
In the meantime, I’d like to direct your attention to Huiyi’s insights from “Will I Catch A Grenade For Ya?” Oh, and if I haven’t made it clear enough… I absolutely love preaching the Word of God – what an immense privilege to share His Word with young people! (: For now, I shall take Peter Chao’s advice to “Focus on the preacher [I] will become and not on the preaching [I] will deliver”. What a timely reminder for me to keep growing and developing!
And as always, I covet your prayers. (:
a change of plan or a plan of change?
I led my wonderful team of dedicated Shepherds to Batam’s iHotel over the weekend; this was our first independent ministry-planning trip and I must say I’ve thoroughly enjoyed it. I trust that my Shepherds had also enjoyed this time of reflection and evaluation that I had carefully designed for them to embark on. I’ve journeyed with them for 18 months now and while it’s been a wonderful ride, I desire for them to grow deeper in their individual walks with God.
Keith and I arrived slightly later than the rest of them as we had to oversee the collaboration with the Grace Kids at GII Sunday services; it was also the first time I had the opportunity to be the emcee in the adult services. (I improvised from what I thought was a messy first service and I am grateful that the second service turned out much better…) I am confident that the adults now know that R-AGE @ GII exists and that it’s the best place to be at on a Saturday afternoon.
It was great to have caught up with Keith on our journey to Batam. I’ve always identified him as one of my successors and I’m confident that he will be able to lead R-AGE @ GII to greater heights where I could not. Keith, you will surpass me and I will help you to do that because I believe so much in what God will do through you. (: I am blessed to be able to mentor an exceptional young man like him.
I bunked with Bradley for this trip and I thoroughly enjoyed bonding with him and knowing him more intimately. We had a good time catching up in the room and in the pool. I celebrate his appetite to get out of his comfort zone – that’s the mark of a G0d-fearing and Christ-loving disciple. And I look forward to hearing his reflections on a passage of Scripture I asked him to meditate upon.
We decided to have seafood dinner at a roadside coffeeshop – yes, those typically dirty and warm ones (with pesky buskers) and the overpowering aroma of belachan chilli that clogs up your respiratory system. I must say I was impressed with the team’s courage to eat everything that came their way (although some felt queasy after dinner). The best thing about the feast was its price – we ate a mountain of food for a mere 10 SGD per pax.
***
The first activity we embarked on after dinner was “Dials on a Dashboard” – a little exercise I’ve adapted from Wayne Cordeiro’s excellent book, “Leading on Empty”; I got my Shepherds to systematically recognise, rate and recalibrate the various dials on their dashboard. It was a brutally honest activity and it set the tone for the contemplation they would embark on.
For the purpose of my own journaling, the 15 dials I’ve identified in my life are:
- Faith life
- Family life
- Relationship life
- Mentoring life
- Leadership life
- Intercession life
- Online life
- Author’s life
- Speaker’s life
- Competency life
- Contemplative life
- Financial life
- Leisure/Fun life
- Social/Fellowship life
- Health life
It is my earnest prayer that everyone in the team would UP(a)GRADE in their own faith pilgrimage. I am eager to grow, as I always have been, and I have already put into action some things as soon as I arrived home. May the Lord continue to give me grace as I seek to please Him in all that I do.
I encouraged the team to wake up early the next morning to do their devotions on a passage of Scripture (Hebrews 12) that the Holy Spirit revealed to Yixian during the Dashboard activity; I thoroughly enjoyed receiving insights and understanding from the Lord as I meditated on and memorised His Word. It was an empowering experience! MAN, I LOVE THE WORD!
***
After breakfast, we returned to the room and I asked the team two key questions:
- “What have you done?” (I got them to list all their achievements in ministry – to itemise what’s been happening)
- “How have you done it?” (I got them to investigate their attitudes behind these ministry achievements – to inspect the condition of their hearts)
It turned out to be a powerful exercise as this soul-searching activity became a heart-wrenching experience for a few of them. One Shepherd (whose identity I shall protect) even broke down during this activity. We ministered to her on the spot and tears flowed freely – not just on her cheeks but on those who were standing in the gap for her as they laid their hands to pray for her. It was a moving scene indeed… This is unity… This is the body of Christ… This is biblical fellowship.
I was led to get everyone to worship God together before every session (with David’s iPod and two speakers no less!) because I believe that it’s important to engage the Lord in any crucial decision; I felt that it was imperative to make decisions in the presence of God for it’s always in the presence of our living and loving God that our lives are changed to be more like Him. And so it was – God is faithful – this was ministry at its finest hour. And it wouldn’t have been possible without the Spirit’s conviction.
***
As part of my bid to sort out my health, I had already completed 10km on the treadmill within 24 hours of arrival and was about to go for my first swim in eons; it must have been more than six months since I last put on my goggles. On a lighter note, I discovered the power of my physical presence – some of the girls who were in the pool disappeared (more like ran away) within seconds of me entering it to swim my laps; it’s like they saw a ghost or something. HAHA!
We consumed lunch at a local restaurant and after that, half the team went to do water sports while the other half remained behind to enjoy some free time. Huiyi and I would have loved to join those out at sea but her sudden bout of illness prevented us from doing so. We ended up enjoying a nice two-hour Thai/Balinese combination massage for a grand total of 14 SGD per pax (cheaper than Shanghai!). More importantly, as always, I enjoyed my afternoon with my wife-to-be. (:
We waved Esther, Natalina and Huiyi goodbye as they left a day earlier due to prior commitments. The rest of us went to the nearby Nagoya Hill (for the umpteenth time!) for dinner at another local establishment. The most hilarious scene must have been when Bradley and I literally carried the table top without its legs. You must see it to believe how ridiculous it looked!
***
We returned to our Shepherds Headquarters (a.k.a. Yixian’s and Jeraldine’s room) where we embarked on ministry evaluation. It was a proper meeting with minutes recorded and we listed down all the various programmes that we had already embarked on for 2011. And I helped the Shepherds to see how important being intentional is in planning for our programmes. We made quick-fire assessments to every programme, from cells, to services, to regional gatherings, to trainings and to special events:
- Should we keep it or trash it?
- If we plan to keep it, how can we improve it?
All of us unanimously felt the need to be even more evangelistic in the way that we operated. When we plan “Win” events, we will naturally need to have “Equip” activities and eventually it will result in it being a “Build” event. I saw in the Shepherds’ eyes a conviction to be intentional, intensive and inclusive in all that we would plan next year. I was glad to be able to transfer what I had learnt from a conference to my team of leaders.
(I was tickled to see the contrast between my M&M’s (Melody & Melissa) – one was bustling with energy and the other completely zapped!) We spent the next few hours affirming one another with objective, subjective, introspective, retrospective and most importantly, heartfelt words of encouragement. I am confident that this is the first time the Shepherds were encouraged on such a scale – I pray that it had lifted their inner man/woman. (: Well for me, I went to bed feeling great and grateful about what the Lord is doing in this season of my life.
***
Our final activity was inspired by 2 Corinthians 5 where I reminded the Shepherds of our duty and need for the ministry of reconciliation. I shared with them openly and honestly on my own attempts to reconcile with a couple of people in my life (and I am proud to say that I’ve already taken reconciling action tonight, as soon as I got home).
I believe that as we grow as a ministry both in quantity and quality, through processes and programmes, cracks of misunderstanding will appear in our relationships; these are inevitable for when iron sharpens iron, there is heat and friction. And when cracks appear, the devil will too, with his lies and deception. We must not fall for it – hence the great need to reconcile each other to Christ (and to each other) and to clear up any potential or active misunderstanding before it erodes into bitterness.
By the end of this retreat, we had evaluated the three main components of ministry: people, programmes and processes. We had also recorded feedback for the various programmes that the ministry had executed on the service, cell and events level. I am hopeful that this Retreat had been in line with the coming 40DOC campaign, and sets the tone for personal renewal and corporate alignment.
Praise the Lord for all that He’s done through me at this Shepherds Retreat – A change of plan of a plan of change?
***
I shall leave you with two paradigm shifts that the Holy Spirit inspired me to share with the Shepherds:
- I challenged them (and now you reading this, and eventually R-AGE) to remove “Arrowed” or “Bombed” from their dictionary for that’s a secular and selfish way of thinking. Instead, let’s train ourselves to say, “What an opportunity indeed!” whenever we are given the privilege to do something for the Lord and His people.
- But if you are simply unable to lend a hand due to your existing commitments: “Don’t be a dead-end, but be a Y-junction instead.” So that when you really can’t help when people approach you, you can still help by pointing them to other people who may be able to help them. This results in their burden being lightened regardless.
We are a team and this is a team effort; let’s behave like an Ephesians 4 team!
***
Of late, I’ve had an overwhelming desire to have a deep life and to dig deeper, thanks to the influence that Ps Edmund Chan has in my life. And I believe that this is evident in my conversations and in the way that I operate. He put it succinctly, “The depth of your life determines the breadth of your ministry.”
I have never desired depth in my life and ministry as much as I have right now. Oh Lord, please give me Your grace and enable to grow myself and R-AGE in a deep and riveting manner. Hear my cry, Lord – I do not want to raise a shallow generation of believers!
what she said about loving God fully and knowing Christ completely.
Once again, I’m pleased to break the silence on my blog by re-posting what Huiyi has written. I really enjoy reading what she writes! (: It shows me another perspective of my learning (through the sermon preparation and execution), as well as a glimpse of what the congregation may have picked up from the session.
What I appreciate most about her (or anyone else’s) recap of my sermon is how she has internalised it and provided her own insights. Anyone who has sat into my preaching would be able to post the sermon outline but it would take additional effort to write about how it affects their lives and more importantly, the way they approach God.
So without further ado, it is my pleasure and delight to redirect you to my lovely fiancée’s blog. Her words are pure gold to me. Enjoy the read and remember that to love God fully is to know Christ completely! (:
P/S: Pray for me as I prepare the second and final sermon of the One Plus One Equals Ten series for this weekend, as well as two sermons for Seng Kang Methodist Church’s youth camp, which I’ve the privilege to be speaking at.
an insight into why youths in Singapore should live overseas for an extended period.
By July 2003, the longest duration I’ve spent out of Singapore was 20 days on a post-graduation/pre-enlistment back-packing trip in Australia together with Daniel Heng; it remains one of my fondest holiday to date – not just because of the company but because of the new experiences, like how I saw and felt snow for the first time at Mount Hotham.
By July 2009, I had just returned from a 19-month work stint in Shanghai. It was by far the longest time I had ever been away from home. And as some might know, the first couple of months were miserable, but the rest of it was nothing short of momentous. It completely changed my perspective towards living overseas for an extended period.
A couple of days ago, I read an account of Victor Yen’s conversation with Shawn Lee and asked for his permission to share it wholesale on my blog (though I added some paragraphing for easier reading). It encapsulates my wholehearted endorsement to any young person who might ask me if it’s a good idea to have an overseas adventure, but on the conditions that they:
- have saved up for it and/or their family can afford it
- have a wise and mature head on their shoulders
- are at peace with God on their decision
- have responsibly taken care of their commitments
- remember to return home
The bottom-line for my recommendation – open your eyes, get out of this bubble and discover what you’re missing. Either way, I hope you enjoy the following as much as I have… And if you do get the chance to go for an overseas exchange, employment or extended holiday, GO! (:
On “Swiss Standard of Living”
by Victor YenHad a fantastic night – dinner and chitchat – with my “youth” Shawn. I still think of him as my “youth”, having mentored him in a Christian cell setting when he was 15. He’s now 21 and just finished 2.5 months of backpacking Europe after National Service, couch-surfing his way throughout. The amazing thing? He claimed he did not spend a single cent on accommodation. Awesome stuff.
Among a whole lot of countries he visited, he just gave me a glowing account of Switzerland and her famous Swiss Standard of Living. I have never been to Switzerland and asked him many questions. And this is coming from a guy who did not do the tour-package thing. He lived with people, ate what they ate, castrated their pigs (yes, he helped out in farms) and got himself immersed in their lives.
This is what he shared:
Work / Life Balance
- They work 42 hours/week or 8 hours a day. This is a matter of law. If extra time is clocked, they are entitled to overtime pay or off-in-lieu. Lunch takes at least 2 hours.
- The minimum guaranteed leave they have is 3 weeks per year. But most companies give 4 weeks.
- Most people there have hobbies. I mean, real hobbies. They are passionate and spend time on them. For starters, according to Shawn, he hasn’t met anyone who has never skied. They are into archery and stuff. In Singapore, I dare say that if you grab a man on the street and ask him what his hobby is, you get a stammering answer at best on probably these 3 possibilities: “shopping” or “eating” or “sleeping”.
Education
- There are 2 tracks after elementary and high school education: academic or vocational. If academic, you go on to university. If vocational, you go straight to work. It’s called apprenticeship. 4 days/week you are at a car mechanic workshop / kitchen etc, in the thick of real action, with real paying customers. The remaining 1 day, you go for your theory lessons. The entire post-secondary education takes typically 3 years. What happens to these chaps upon graduation? Your guess is as good as mine. They become highly-skilled specialists.
- Shawn was staying with a family who has a 6 or 7-year-old boy. Wednesdays are rest days from school. What does the family do on Wednesdays? They bake a cake together.
Community
- Everyone is greeting everyone on their way to work, school or to the supermarket. He has not heard a single car horn in the month he was there. Pedestrians cross roads as they please, and cars will stop for them. Everyone waves and smiles at each other.
- According to Shawn, Switzerland is crazy safe. When he asked a local if there was any recent crime, the reply he got was, “I think we have a stabbing 2 years ago…”
Standard of Living
- An average clerk makes a respectable $5-6K francs a month. This pay may square off as average/middle-income in their countries but when they travel, the world is their playground. Oh, by the way, if you flip burgers full-time, your pay check’s probably $3-4K francs.
- If you don’t have a job, you can stand in a queue and get a cheque to feed your children. You don’t have to contemplate suicide during job transitions.
- He couch-surfed in a farm, where the owner got, wait-for-it, 34 hectares of land for $600K francs. On the land, there is a house and a barn. The rest of it? Forest. Man runs a b&b and guests get to take a walk in his private forest. Shawn said, “It’s pretty epic. I walked with him and he said, ‘This is my forest.'”
- Haagen Daz ice-cream costs $3.50 francs a tub. Enough said.
Hold on a second. This cannot be true, right?
- The thing is, the Swiss are not paying an incredible amount of tax. About 17%.
- The Swiss are not lazy people. They are incredibly productive and I think I’ve read that somewhere. I believe it boils down to passion and skill. They are very interested in what they do and they are very good at what they do.
- Ok, dining in a restaurant will cost you, so most people end up cooking their own meals. A Macdonald’s meal costs $19 but hey, it’s junk anyway. The beautiful thing is: necessities are cheap. A litre of milk is 60 cents. 500 grams of pasta is 35 cents. You can eat well even if you are on welfare.
- One interesting observation is people are independent. They jack up their cars to rotate tyres and change engine oil. This guy he stayed with is a one-man renovation team. He learns everything from DIY books, then heads to a giant DIY store and gets all the supplies. Before you know it, man’s drilling, cementing and sawing stuff.
Quick-a-side: This jolted my memory when I was backpacking US a few years back. This guy, who’s an estates’ maintenance man hired by an outdoors camp, saw a puddle of water on the ground. He told me, “Well, that puddle hasn’t subsided after 2 weeks.” The next thing I know, he’s on a John Deere tractor digging up the ground. Lo and behold, there’s a burst water pipe underneath all that dirt. He got into the ditch and fixed it, saving a chunk of the utilities’ bill.
This is the same guy who built an entire flying-fox structure. The camp director told him to explore building “a fun thing “over the water. The man read up and started ordering timber. Amazing. How many Singaporeans truly know how to do things? Most of us can’t even cook to feed ourselves.
There is also a huge gulf between a blue-collared worker here and a white-collared one. I can imagine that they would have problems communicating with each other. One is lowly paid, drinks beer in hawker centres and speaks Hokkein mostly. The other earns more, drinks beer at One-Fullerton and speaks fake American English.
The truth is blue-collared workers in Europe/US are able to communicate and work with anyone comfortably. They are on the internet and read books on landscaping. Can our blue-collared workers do that? Is there anything wrong with our education system?
The evening ended with Shawn sharing one last point:
When he asked the Swiss “How’s life?”, he got mostly a matter-of-fact “Yes, I think we have a good life.” How many Singaporeans are saying that?
*An Erdinger is 85 cents by the way…*
always and forever through her eyes.
I’ve always enjoyed reading what my fiancee writes – not just because she’s insightful, but also because she’s a woman of few words – so every single word is precious to me. Besides, this is the first time she’s sharing her thoughts on her fiance’s preaching and so it’s a post that I will definitely treasure.
So if you missed the sermon at last Saturday’s R-AGE Revival Service, or want to revisit it again, you can check out her latest entry here. Enjoy the read! (:
But more importantly, have you returned to God today? Let’s make revival a daily affair!
baring my soul after baring my sole.
For our integrated marketing communications assignment, my schoolmates and I examined how TOMS Shoes employed cause marketing as their main vehicle of publicity, and how this eventually led to sales.
There was no better way than to actually practise what the company preaches as one of their key annual activities – to go one day without shoes. At least, that’s what it challenges all its existing and potential consumers. TOMS’ business strategy is simple – you buy a pair of shoes from them and they will give another away to an underprivileged child in a third-world country. A remarkable and novel idea, really.
In our detailed analysis of this tactic, we’ve discovered that there are brilliant brains behind TOMS, from its founder Blake Mycoskie, to its sales staff, and to its interns (better known as Agents of Change – ostentatious but unique no doubt). And we’ve observed that they’ve left no stone unturned – everything that can be used has been used and their marketing strategy is one of the best we’ve seen of any footwear company, by far. It’s almost fool-proof and fail-proof; it’s so comprehensive that we’ve struggled to make recommendations to improve it. We take our hats off to TOMS Shoes.
That was until two of us (Melodie Lee and I) actually decided to go barefoot in Singapore for a day. And so it was, our very own one day without shoes. It was then we discovered the few weaknesses of such a tactic. I will share bits of it as I record my thoughts of this radical experience.
Attempting an against-the-norm feat is always easier when you do it with someone else. Melodie and I felt somewhat comforted and empowered by each other’s participation; knowing that we weren’t going to do this alone provided an impetus for the actual deed. I left home excitedly and I was curious to see the different reactions I’d receive from strangers and bystanders alike.
Coincidentally, I left home with my sister and met my mother en-route to the bus terminal; both thought that I was crazy and had my safety at the forefront of their minds. And as expected, my sister wasn’t too keen on walking beside me simply because it was weird. “So paiseh”, she stated. Funnily enough, that actually affirmed my decision more than deterred it.
I tried to behave as normally as I could. Of course I would avoid tough, dirty or wet terrain but I did not walk awkwardly or in embarrassment. I like doing radical things once in a while anyway, as my youths and peers would know, so standing out from the crowd wasn’t something that was all together foreign to me.
I arrived at our meeting point in Forum, drank a small serving of Caramel Latte from Coffeebean and discussed how we were going to capture people’s responses on film. And on my own, I intentionally recorded as many of these steps as I could through Twitter. After all, it was through social media that this campaign spread like a virus. As expected, I received a flurry of responses almost immediately on both Facebook and Twitter, from both friends and acquaintances. And just as I had expected, the attention waned as dramatically as it had built up as the day progressed, despite my regular pictorial updates.
Hence it leaves me to conclude that a wholesale dependence on social media has its own limitations. Perhaps it’s because I’m not a celebrity with an enormous reputation, but isn’t viral marketing all about the word-of-mouth from the man on the ground? It’s short-lived at best; my network’s interest in my adventure sustained for a couple of hours and my own interest was roused for a day at most. My mini-campaign was as current and newsworthy as the next 160-character tweet by a teenager about where he was or what she was doing. How effective could this method be for the long-run then?
I hereby propose that social media is only good for initial awareness but not prolonged interest.
One talking point in my day without shoes was when I nearly lost my right big toe. I am so used to everyday-walking that it slipped my mind the importance of literally watching my next step. It was a near-death experience (haha pardon the drama-mama) and my odynophobia caused me to visualise a severed foot. I still cringe at the thought of that near-mishap and I understood why Crocs encountered a safety issue with their footwear – people are negligent because they take things for granted and when they think they can depend on what they are used to (can’t help but to think of Psalm 119:105).
There are only two retailers in Singapore that sell TOMS Shoes and we had to visit one of course. It was a disappointing experience to say the least. We all thought that this could be one of the greatest flaw in this otherwise great company. A retail shop is quite possibly the most appropriate touch point for a fashion product (to see and touch the actual shoe and try it for sizing) and interacting with the sales staff left a horrible taste in our mouths; they were apathetic, ignorant, uninvolved, not helpful and unnecessarily rude.
While this reflects more badly on the reputation of the shop, it indirectly impacts a consumer’s attitude towards TOMS; you cannot help but think that TOMS did not conduct a meticulous screening of their franchisees or provide them with sufficient product training. Their unacceptable service became a fundamental failure in representing the goodwill that TOMS have existed to create all this while. After all, we’ve observed that intimate interaction with consumers is one of the keys to their outstanding business model.
We started our barefoot adventure at 3pm but by 6pm the novelty of this activity had already worn thin on us. We were no longer amused by people’s stares or consciously thought about what we were doing. I asked Melodie, “Are you even thinking about the children in Africa without shoes to wear?” Our answers to that question was synonymously negative. Perhaps we were inadequately prepared for this activity, throwing ourselves in without much fanfare (like posters or tee shirts) or perhaps we didn’t do it with an entourage. But honestly, the thought of doing this for the less-fortunate and under-privileged probably crossed our minds only once, and for a fleeting moment.
While those kids suffered from inevitable abrasions, we sampled invited attention; while those kids struggled to go to school, we savoured what it felt like to do something cool; while those kids survived on a single pair of shoes for years, we stepped into shops that sold enough shoes to last a village for years. How effective then, is this campaign to actually help those kids?
I began to question the integrity of this apparently fantastic movement and I couldn’t help but to conclude that cause marketing should only be employed for the short-term and not to be exploited for the long-term.
I’ve written these thoughts on my way to school and during lecture itself. Honestly, while going without shoes was fun while it lasted, I cannot be bothered anymore about how this makes me feel or what message it sends out because the only entity that benefits from this seemingly out-of-this-world initiative is the company itself. Based on my experience today, I scribbled down five recommendations that may make TOMS Shoes a tad bit more successful and perhaps, less suspect. We will propose them at our presentation next week.
As with many things in life that the world offers us as a tradeoff for satisfaction, it can feel good at the start but it is still hugely inadequate and empty eventually. “Vanity of vanities! All is vanity”, as King Solomon famously philosophised. The words of the Psalmist Asaph resonates in my head: “You’re all I want in heaven! You’re all I want on earth!” (Psalm 73:25, The Message Bible.)
Oh, the temporal happiness of earthly pursuits and the heavenly void that we all need God to help us fill!
joey asher | misunderstoodsunshinekid 