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20 - There's no single answer to understanding Chinese consumers with PT Black of Nike

“Nobody should know how runners run more than Nike’s running team. Why would we hire someone for that, that has to be us”

PT Black is Senior Director of Brand Experience at Nike running the brand strategy & planning for greater China. He’s been studying Chinese for almost 25 years and has lived in Shanghai for 17 years.

On a day-to-day basis, PT Black works closely with the consumer insights and research teams for Nike in China, with his ultimate goal of using what he learns to help improve people’s lives.

He’s originally from Boston before he moved to New York, only to end up in Shanghai where he’s been ever since.

In this episode we discuss a wide range of topics from politics to using bars to improve your Chinese to even the tricky decision to send someone to jail for stealing from you.

We also discuss some of the challenges he faced growing up and finding his place in the world and what it takes to operate effectively in branding & advertising in modern day China.

In this episode:
+ Why he studied Chinese long term
+ Why you should never do the same things over again
+ How to argue or not argue about politics
+ Coming to terms with working in China
+ Cultural habits like the habit to “the answer” as opposed to the many answers
+ Working across Chinese & German cultures at Siemens
+ Why he wears the same thing everyday but has 450 pairs of Nikes
+ Dealing with the pressure to be active at work
+ Mastering his own discipline
+ About procrastination vs planning

Links:

Instagram @ PT Black:
https://www.instagram.com/ptblack/

Linkedin:
https://www.linkedin.com/in/pt-black-3b8b766/

Music:
http://www.bensound.com

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14 - How cooking pumps up WikiCookJoyce for a VP corporate strategy job at Publicis with Joyce Ling

“When something is happening top down, you think about their reactions from bottom up. And then you’re able to find the right strategy right in between.”

Joyce Ling is WikiCookJoyce, a food & cooking WeChat KOL influencer, when she’s not managing a large team at Publicis.Sapient as VP of Strategy. Joyce lived in Taiwan before her family moved to the Bay Area. She attended the University of California Santa Barbara with a dual major in fine arts & Chinese literature.

Around that time, Joyce started working in the makeup industry and eventually found herself moving to China to help Sephora launch there. After that she spent ~4 years in Dior where she split her time between training and Product Marketing. An interest in digital marketing led her then pursue agency life at Razorish & Digitas before roles at Michael Kors & ToryBurch brought her back to the fashion & brand side.

She’s now back on the agency side at Publicis.Sapient overseeing consumer insights and digital strategy development while on the side becoming a WeChat KOL for cooking. Joyce runs a popular account called WikiCookJoyce posting food and personal recipes. She even met her current boyfriend who was a fan of her blog and so we discuss how this just might be one of the smartest dating strategies around.

In this episode:
+ Her journey between Taiwan, US & China
+ How art is connected to the makeup industry
+ The importance of employee retail training
+ Meeting her first boyfriend in an AOL chat room
+ Why she became a food blogger on WeChat
+ The fear & drive of going on your own into the unknown
+ How she met her boyfriend through her WeChat blog
+ The “work” personality vs the real “Joyce” personality
+ The rituals she tells herself to get ready for a very social workplace
+ 10-minute problem breakdown strategy
+ How she uses food rituals to break out of her introvert shell
+ How management is seeing the best in people & knowing how to get it out of them as individuals
+ How to manage your own reactions
+ Using you early life interests to find the meaning in your work
+ How cooking can help you organize your thoughts

Joyce’s book (Amazon China):
https://www.amazon.cn/从厨房到餐桌-Joyce-Ling/dp/B01HRF23YQ/

Linkedin:
https://www.linkedin.com/in/joyceling/

Instagram: (don’t click if you’re hungry)
https://www.instagram.com/wikicookjoyce/

WeChat Official Account: (see above, same warning)
WikiCookJoyce

Music:
http://www.bensound.com

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