Episode 3: Kelvin Yip in Shanghai, China

Today I interviewed Kelvin Yip who is a senior partner at HYPERS Inc. which is a consumer data intelligence company in Shanghai China that partners with Cloudera and Hortonworks and collaborates closely with major players in the big data arena such as AWS, Microsoft and Intel to serve some of the largest companies in the world with marketing data.

Kelvin is not only is he the most connected person I have ever met - he is a powerhouse of an entrepreneur that originally got his start in San Francisco during the dot com boom and has done everything from working in tech, to owning restaurants and night clubs entertaining global celebrities. He bought his entrepreneurial spirit to the ad agency we both worked in while in Shanghai and talks about what he would change in the ad agency model (this gets really interesting). And we discuss his pragmatic approach to how startups and side hustlers can tackle branding and marketing in today's world.

In this 45 minute episode we dive into:

• Business success starts with the end in mind

• Segment your target audience to understand who the decision maker is and who the decision influencers are

• Being relevant in your brand messaging and marketing content

• Why knowing your customer’s journey is so important

• Getting the most bang for your buck in you advertising investment