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Founder@ Interview
With Adrian Liew
“My advice to any founder or aspiring entrepreneur would be: “Never stop innovating, especially when you’re facing challenges.” Innovation is the lifeblood of any successful business. It’s what sets you apart, drives growth, and enables you to adapt to changing market conditions. But more than that, innovation is a mindset. It’s about seeing challenges as opportunities, thinking outside the box, and constantly seeking ways to improve…. ” – Adrian Liew
Today we feature Adrian Liew, the founder at OPPi. We hear their story in their own words, their successes, their challenges and their insights.
Let’s start by getting to know you. Can you please tell us a little bit about you and what you do?
Of course! By trade, I am a communications strategist and digital transformation specialist and have been in some variation of that industry for about 12 years now. I first started out working for the government in Singapore, where I worked with public sector officers and leaders, advising them on the effective use of digital communications during the nascent stages of Facebook’s emergence. From there I became Director of Communications for Singapore’s People’s Action Party and was actually the communications campaign manager for the 8th President of Singapore, Halimah Yaccob. I’ve had a few business ventures of my own, including beknown – a strategic communications firm committed to assisting brands and individuals in sculpting their online reputations, which myself and the amazing team around me built in 2016. I think my heart and passion has always been with digital and technological solutions and, more specifically, how that intersects with communications. The velocity with which tech is evolving is mind-blowing but – as we’ve seen with the recent developments with AI – is often seen as something to be wary of. What I am passionate about is using this emerging and evolving technology for good, in a way that brings us together rather than causes even more of a divide – hence my most recent venture, OPPi.
A great introduction and start to this interview. Can you please tell us, how did you start, from what age, and what made you decide to change direction and start?
I have always had a strong interest in the insights that data can provide. Prior to founding my company, I advised both private and public sector leaders on how to effectively communicate in the digital realm. Social media data is often necessary to understand the perception of a brand. However, due to the prevalence of fake accounts, gated data on social media platforms, and cultural differences in this globalised world, relying solely on social media listening can lead to inaccurate insights. Traditional survey methods also have limitations, such as bias and slow response times. Recognising the need for more effective solutions, I decided to take matters into my own hands and began exploring ways to reinvent the process of engaging with people and gathering their opinions to better serve my clients.
Thank you for that insight. So can you tell us…What does your business do and where is your company based?
OPPi is an advanced audience insights platform that enables organisations and leaders to uncover the voice of the people in real-time, significantly faster and more cost-effectively than traditional survey approaches. It provides a comprehensive suite of data analytics tools to detect patterns and trends in complex conversations by crowd-sourcing and measuring opinions, helping to uncover the truth with greater accuracy. When conducting traditional market surveys with customers, I’ve noticed that we tend to focus on validating our own assumptions rather than listening carefully to what our customers truly want. This means we’re only looking for answers that we already know. However, I’ve realised that the most valuable insights often come from open-ended questions and small focus group discussions. To improve the customer feedback experience, I’ve been exploring ways to scale up these discussions and engage with a larger audience. By doing so, we can ensure that everyone’s views are heard and at the same time, qualitative insights can be extracted. OPPi was initially launched in Singapore and is still based there today, but we recently launched the platform in the UK, which is incredibly exciting!
What’s the story behind your success? What led to your aha moment? how did you get to where you are now?
Starting my entrepreneurial journey, I quickly came to understand that the path to success is filled with unexpected challenges and constant learning. One of the most significant lessons I’ve learned – and I think the key to our success so far – is the importance of maintaining a clear vision without clinging to specific expectations.
Thank you for sharing that. What’s been your life’s biggest lesson so far?
In the early stages of my business, I experienced the volatile nature of entrepreneurship firsthand. Just when I felt I was on the brink of success, unforeseen obstacles would arise, challenging me to think differently and adapt quickly. These experiences taught me that, while having a vision is crucial it’s equally important not to be rigidly attached to specific expectations. I learned to approach these challenges with humility, recognising that there are always new things to learn. I realised that every obstacle is an opportunity for growth and that the key to overcoming challenges lies in adaptability and continuous learning. If faced with similar situations in the future, I would approach them with the same humility and openness to learning. However, I would also incorporate my newfound understanding of the importance of flexibility in expectations. I would focus on maintaining my vision while being open to different paths to achieve it. This approach has not only helped me navigate the ups and downs of business but has also shaped my approach to leadership and innovation. I now view challenges not as setbacks but as opportunities to learn, grow, and innovate.
Reflecting on my journey, one key insight I wish I had grasped earlier is the importance of resilience and adaptability in entrepreneurship. When I first started, I had a clear vision and a plan to achieve it. However, I soon realised that no matter how well you plan, unexpected challenges and obstacles will arise. I wish I had known that these challenges are not setbacks, but opportunities for growth and learning. Every obstacle encountered has taught me something valuable and has helped me become a better leader and entrepreneur.
If you were to go back in time, what piece of advice would you give to your younger self?
Reflecting on my journey, if I had the chance to give advice to my younger self, I would encourage him to embrace entrepreneurship at an even earlier age. I remember times in my youth when I hesitated, unsure of the path ahead, but knowing what I know now, I would tell my younger self to go forth and create for the world without hesitation. Entrepreneurship is a deeply personal choice, and it’s important not to let the opinions of others sway that decision. To those who doubted me, I would say that their skepticism only fueled my determination. To myself, I would affirm that the decision to become an entrepreneur was the right one. Even if there are moments of self-doubt, I would remind myself that the journey of entrepreneurship is fulfilling in its own right, regardless of the outcome. The experiences gained, the challenges overcome, and the personal growth that comes with it are invaluable. So, to my younger self and to all aspiring entrepreneurs, I say: Embrace the journey, for it is rewarding in ways you can’t even begin to imagine.
What do you know now that you wished you had known before?
Reflecting on my journey, one key insight I wish I had grasped earlier is the importance of resilience and adaptability in entrepreneurship. When I first started, I had a clear vision and a plan to achieve it. However, I soon realised that no matter how well you plan, unexpected challenges and obstacles will arise. I wish I had known that these challenges are not setbacks, but opportunities for growth and learning. Every obstacle encountered has taught me something valuable and has helped me become a better leader and entrepreneur. I also wish I had understood earlier the importance of balance.
In the early days, I was so focused on the business that I often neglected other aspects of my life. Over time, I’ve learned that maintaining a healthy work-life balance is not only beneficial for personal well-being, but it also contributes to sustained productivity and creativity in business. Lastly, I wish I had known the power of delegation. In the beginning, I tried to do everything myself. But as the business grew, I realised that it’s impossible to do everything. Learning to delegate, trust my team, and play to everyone’s strengths has been a game-changer for our productivity and success. These insights have shaped my journey and have been instrumental in my growth as a leader. While I wish I had known these things earlier, I also recognise that these lessons were learned through experience, and each one has contributed to where I am today. 
What has been your greatest or proudest achievement or moment?
My proudest achievement to date has been seeing the vision for our product come to life and witnessing firsthand the impact it has on our customers. The moment when our customers experience those “aha” moments from the insights we’ve generated is incredibly rewarding. It’s one thing to conceptualise a product and believe in its potential, but it’s another to see it in action, driving real value for our customers. These moments validate the hard work, dedication, and innovation that went into creating our product. They remind us why we embarked on this journey in the first place: to make a difference, to solve a problem, and to add value. These achievements are not just mine, but belong to the entire team. They are a testament to our collective effort, our shared vision, and our commitment to our customers. And while we celebrate these achievements, they also motivate us to continue innovating, improving, and striving to deliver even more value to our customers.
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What future life goals do you want to achieve and why?
Looking towards the future, my primary goal is to strike a balance between my personal life and my commitment to creating value for our customers. I believe that maintaining this equilibrium is not just beneficial for personal well-being, but it also fuels creativity, productivity, and ultimately, the success of our business. On a professional front, my goal is to continue to innovate and create solutions that empower leaders to listen more than they speak. I firmly believe that effective leadership hinges on the ability to listen and understand, and I am committed to providing tools that facilitate this. By doing so, we can help cultivate a new generation of leaders who prioritise open communication and inclusivity. These goals are driven by my belief in the transformative power of listening. In a world where everyone is eager to speak, those who take the time to listen stand out. By fostering a culture of listening, we can facilitate better understanding, collaboration, and mutual respect, leading to more productive and harmonious workplaces.
To finish our inspire questions…”We believe that sharing inspiring words can inspire others.” If there was one positive thing you would say to someone to inspire and empower them what would it be and why?
My advice to any founder or aspiring entrepreneur would be: “Never stop innovating, especially when you’re facing challenges.” Innovation is the lifeblood of any successful business. It’s what sets you apart, drives growth, and enables you to adapt to changing market conditions. But more than that, innovation is a mindset. It’s about seeing challenges as opportunities, thinking outside the box, and constantly seeking ways to improve. This becomes particularly important when you’re facing difficulties. It’s easy to get caught up in the challenges and lose sight of the bigger picture. But it’s in these moments that innovation is most crucial. It’s what will help you navigate through the difficulties, find solutions, and come out stronger on the other side. So, keep innovating, keep pushing boundaries, and keep challenging the status quo. Because it’s through innovation that we not only survive but thrive, turning challenges into opportunities and dreams into reality.
“Thank you it has been great learning more about your founder story and OPPi”
To learn more about OPPi Visit https://www.oppi.live/
Find on social media @ LinkedIn: https://www.linkedin.com/in/adsg84
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