Field Notes
But when you run a business, you have to get over that fear. A big part of the job is persuading people—clients, audiences, or teams—to buy into your ideas. And no one can present the work better than you.
Over time, my hands shook less, and my confidence grew. The anxiety never really disappears—you just learn to suppress it and prepare for it.
I’ve found that seeing a talk as a two-way conversation instead of a one-way monologue makes all the difference. When you stop trying to recite everything word for word, the experience becomes better for both you and the audience.
In February 2019, Thailand Creative and Design Centre (TCDC) invited me to Bangkok for their annual design week. They asked me to speak at the first edition of Pecha Kucha.
How to Start, Survive, and Create with Little to Nothing
The idea behind this talk was simple: If a kid from Singapore—with no formal education or work experience in design—can start and run a business for 15 years, anyone can.
Along the way, I’ve picked up a few rules that have helped me navigate this journey. I shared them in this talk, hoping they’ll be useful to anyone starting out—or even those who’ve been in business for a while.
The best part? These rules aren’t just for creative businesses. Swap out “creative” for whatever field you’re in, and they’ll still apply.
I first gave this talk in 2012 at the launch of Creative Mornings Singapore. Since then, I’ve adapted it for audiences in Portland, Tokyo, Kuala Lumpur, Manila, and Cebu. For Bangkok, I expanded it to a neat set of 10 rules.
Above are the slides for each point. If you’d rather watch, the video is here—the talk starts at 36:36.
Our first-ever project was directing a music video—something we had zero experience in. We were terrified. But we also knew that we might never get another chance like this. So we said yes, and figured it out later.
The best opportunities often come before you feel ready. Saying yes forces you to stretch, adapt, and grow in ways you never expected.
2. F*ck It. Do It Yourself.
When we started Anonymous, we had no credibility, no network, and barely a portfolio. Convincing clients to take a chance on us was nearly impossible.
So when no one gives you a chance? F*ck it. Do it yourself.
Want to start a magazine? An event? A restaurant? Start it yourself. You don’t need permission.
3. Be Like De Niro
Robert De Niro is one of the greatest actors in history. He’s also a method actor—when preparing for Taxi Driver, he actually drove a cab for weeks to get into character.
When we started A Design Film Festival, we had no idea how to run a film festival. So we learned everything we could about the film industry.
If you don’t know something, immerse yourself in it. Close the gap.
4. Never Let the Truth Stand in the Way of a Good Story
In 2010, we wanted to start a magazine. The problem? Magazines require writers, photographers, editors, and a lot of resources—things we didn’t have.
So we built something a two-person team could produce. We sent questionnaires to creative professionals worldwide, asking them to handwrite their answers. They sent them back, and we published them as is. That’s how Bracket was born.
Constraints force creativity.
5. Use Money to Buy Time Back
The most valuable resource we have isn’t money—it’s time. And unlike money, time doesn’t replenish.
We trade time for money every day. And we trade money to buy things. But what if, instead of buying things we don’t need, we used money to buy back time—time to work on ourselves, our ideas, and the projects we actually care about?
6. To Get the Best Work, Give Up Control
The most talented people in the world don’t want to work for a studio or agency anymore—they want to work for themselves.
So if the best talent isn’t willing to be controlled, how do you still do the best work possible?
The answer: Give up control.
The more creative freedom you give, the better the work will be—because the benchmark is no longer your expectations, it’s theirs. When people own their work, they push themselves further than you ever could.
7. Don’t Feed the Birds
Ever seen a sign that says “Please don’t feed the birds”?
Why? Because when birds get used to being fed, they stop hunting for themselves. They become dependent.
The same goes for pricing your work and valuing yourself.
Once you start giving discounts or working for free, people expect it. They get used to it. And they’ll never want to pay full price in the future.
Set your value early, and don’t lower it just to keep people happy.
8. Ignore the Competition. Create Your Own Category.
This is the most important advice I can give.
If you scroll through Instagram and feel bad seeing friends on vacation while you’re grinding, or other designers working on bigger projects—ignore it. Or just unfollow them.
Don’t compete. Don’t compare.
Instead of trying to be better than someone else, focus on being better than you were yesterday. The real game is creating your own lane, not winning someone else’s.
9. Make Something People Love (And They Will Share It)
We’ve all heard the advice: Follow your passion. Do what you love.
This is terrible advice.
Because if no one wants or needs your passion, you’re going to fail.
Instead, make something people love and need. Do your research. Observe how people live. Create something that actually matters.
You don’t need more marketing—you need a better product.
10. Problem-Finding > Problem-Solving
Ask any designer what they do, and they’ll probably say “I solve problems”—which sounds great.
But how do we know if we’re solving the right problems?
What if, instead of being problem-solvers, we became problem-finders?
Finding the right problem is half the solution. If the brief is poorly written, even the best execution won’t lead to the right answer.
Great design—and great business—isn’t just about solving problems. It’s about identifying the ones that truly matter.
Closing
There’s no perfect way to start. No blueprint. No guaranteed path.
But if there’s one thing I’ve learned, it’s this—you don’t need permission.
Say yes before you're ready. Make things instead of waiting for approval. Build something people actually need. The best work happens when you figure it out as you go.
So if you’re sitting on an idea, a project, or a business—just start.
Because the truth is, no one really knows what they’re doing. We’re all just making it up as we go.
—
Felix Ng
Co-founder, Anonymous
@felix.anonymous