How We Grow – Tuber

Category: How We Grow

Design Diary: An interview with Xinyi Liew on whOA!’s Logo Journey

In developing Tuber’s very first AI-powered writing app, whOA!, its logo design and visual identity had to undergo multiple iterations. Senior Designer Xinyi Liew, who conceptualised the creatives for the brand logo, character designs, typography and colour palette, shares her journey of taking whOA! from its stages of ideation to a finished look.

😮 What is whOA!?

Most AI-generated tools out there produce generic paragraphs without editorial formatting, and in a fairly generic tone. This is where whOA! differs — presenting Tuber’s customised AI app, which utlises THREE specific writing assistants to render a variety of article types in the appropriate style and layout. All it needs is a brief (a prompt or a rough draft).

Activate any three whOA!’s three personas (debrOAh, nOAh, and jOAnne) with a prompt or draft.

whOA! enhances your editorial writing by producing fully finished and formatted content in the appropriate tone and style. Regardless of your audience, purpose, or platform, whOA! clears your creative blocks and meets all your content-writing needs.

Q: What was your initial creative brief for whOA! ?

A: When the management presented the idea of whOA! to me, they explained the rationale behind its unique name. whOA! denotes amazement (when said aloud), is easy to remember, and can easily identify as a tech tool. The “OA” at the end of whOA! stands for Offshoots Academy, embodying its spirit of learning and innovation; and the “A!” at the end of whOA! is the “AI” they planted as an Easter Egg clue. I was thus tasked to come up with a visual concept that embodied all these fun and creative elements.

Q: What was your initial inspiration behind whOA!’s logo design?

A: Everyone on our team was very excited about defining the brand’s look and feel even before we began working on the logo. As we brainstormed the character designs behind each of whOA!’s writing assistants, we drew inspiration from TV shows, movies, online personalities, and people we knew.

Simultaneously, we kept revisiting our core editorial principles (see “Tuber Secret Sauce”; in particular, “Don’t Talk Like a Robot”) and the title of Offshoots Academy’s maiden workshop, “Writing Better than a Bot”.

Ultimately, we aimed to differentiate whOA! from other AI writing tools out there, and to position it as powerful tool to help writers of all writing proficiencies to produce content with personality, authenticity and in a suitable tone.

Drawing inspiration from our team conversations, I began envisioning the brand look and feel onto a mood board, and by drafting out sketches. I asked myself: Should whOA! evoke curiosity, fun, or delight, or all of the above?

whOA! brand moodboard.

whOA!’s draft sketches.

In the initial logo concepts, I experimented with different font styles to reflect the organic processes inherent in every writing or editing phase, and incorporated human facial expressions to impart a human touch.

whOA! Logo concept 1 rationale.

whOA! logo concept 1.

My goal was to capture the sense of amazement in whOA!’s user experience, and to seamlessly integrate the essence of Tuber’s editorial principles (writing with personality, authenticity, and in one’s own tone of voice) with Offshoots Academy’s initials (OA).

Q: How did you come up with whOA!’s logo colour scheme?

A: Given that whOA! is primarily a web app, I prioritised inclusive colour choices to promote accessibility. My aim was for all users to be able to distinguish each colour easily, and to boost readability by catering for sufficient colour contrasts.

Through multiple rounds of testing with diverse users, I discovered that my initial use of primary colours lacked the necessary contrast for text legibility.

whOA!’s final brand colours.

I eventually settled on a richer and more contrasting brand palette, which closely aligned with the Web Content Accessibility Guidelines 2.0 (WCAG 2.0). This was to maintain the integrity of the brand’s overall aesthetic while enhancing accessibility.

Q: What went into the character designs for whOA! writing assistants, debrOAh, nOAh and jOAnne?

A: There was no fixed process behind each writing assistant’s character design. But I found it helpful to perceive each of them as problem-solvers aiding me in deciphering clues for better writing.

I guess if I had to put down a source of inspiration for the designs, it could be from a childhood series that I used to watch – “Detective Conan”, a 1996 Japanese animated film about a teenage kid that are able solve any challenging mysteries.

For Conan, all he is needs a clue. In the case of whOA!, all you need is a brief. 😉

Sketches of the main character in “Detective Conan”.

Q: Why did you choose a hand-drawn style for whOA!’s logo, instead of the usual sleek, futuristic look associated with GenAI products?

A: I wanted to embody Tuber’s commitment to authenticity and relatability. When Metaverse, Cryptocurrency, and OpenAI emerged a few years ago, many people were skeptical about their uses. It did not help that their futuristic designs often added to the confusion, deterring people from trying out the products.

This is why with whOA!, I aimed to keep the design approachable and relatable. It had to look friendly and inviting so that its users would feel comfortable and at ease. The hand-drawn writing assistants also add a dash of human personality, portraying whOA! as more than just a system of codes.

whOA!’s creative journey was marked by careful consideration and deep thought, reflecting Tuber’s values of authenticity, approachability, and innovation. Sign up for whOA! here to enjoy a free 15-day trial.

Text by: Angela Macasinag, Xinyi Liew | Illustration by: Xinyi Liew

Workshop Recap: “Crafting Compelling Copy”

We kicked off the month of March with our first public workshop of the year, “Crafting Compelling Copy”. Conducted by lecturer and award-winning writer Melanie Lee, it was a condensed version of Melanie’s full-day workshop, “The Write Words”.

The event was attended by working professionals from various industries who were keen to learn how to write persuasively to promote their businesses. Read on to find out what Melanie covered during this two-hour workshop.

Satisfied participants flash smiles and their very own “print ads” at the end of “Crafting Compelling Copy”, a copywriting workshop conducted by Melanie Lee (second row, in yellow).

Defining the parameters of copywriting

Copywriting has its genesis in print advertising, so this is the context in which Melanie anchored her topic — learning how to write persuasive copy for a print advertisement you might see at MRT stations, bus stops, or on shopping mall banners. She also highlighted copywriting as a succinct form of content marketing, with the intention to capture the interest and attention of a specific group of people. This led to the second point.

Understanding one’s target audience

Using Ed Sheeran’s Heinz ad as a case study, Melanie guided participants through the exercise of persona profiling, spanning demographics and psychographics. This involved building a character based on someone who might be drawn to the ad. To flesh out the various audience personas, participants needed to be able to ask and address questions like “How old are they?”, “What are their hobbies?”, “What life stage are they at?”, “What sort of needs and goals do they have?” and so on. By putting a name and face to a targeted customer, participants got to practise visualising and understanding who they wanted to appeal to. This process would enable them to foster a genuine connection with and write specifically to their target audience.

Principles of effective copywriting

Next, Melanie explained the elements that comprise a basic print advertisement, which include: the brand’s logo, attractive visuals, a catchy headline and sub-headline, and the body copy. All of these work together to create a message that seeks to inform and stir the audience into action.

With the structure in mind, it was time to move on to the three principles of copywriting.

Know your audience
- One must identify and get to know who they’re writing for by practising persona profiling as explained above.
Write clearly and directly
- Words chosen should be based on precision and simplicity. This means eliminating filler words, avoiding unnecessarily lengthy sentences, and using an active voice wherever possible. Revising and editing, though laborious, are an essential stage of the copywriting process — and crucial to determining if one is driving their point across in the most concise way possible.
Stand out from the crowd
- Be creative
  – Unconventional methods are more likely to hook your customer. Staying up-to-date with fresh and unique trends can inform the way you approach your copy.
- Appeal to the audience’s emotions
  – By reaching the customer’s heart, you establish a connection with them, and foster their desire to find out more about your product and brand.
- Use relatable language
  – Once you are able to think like your customer, you can understand their motivations and tailor your language in a way that is both accessible and authentic.

Putting theory into practice

Equipped with the basic tenets of copywriting, participants were ready to give copywriting a go themselves. Through a guided exercise, they created their own print ad for the Swiss herbal candy brand Ricola. Thereafter, Melanie gave feedback on the participants’ individual presentations, which ranged from clever to humorous, to moving.

A participant creating an advertisement for Ricola by incorporating elements of Singlish.

Reflections

“Crafting Compelling Copy” was attended by a diverse group of participants, illustrating a demand for copywriting skills on the market. They shared that the methods covered in this workshop helped to address some pain points, such as not knowing how to write in a way that connected with their customers.

Michelle Tan, a Community and Partnerships specialist, shared: “We [previously] struggled to find the right phrases for our marketing content, such as for our social media posts. But thanks to Melanie’s introduction to persona profiling, we know how to tailor our writing for our target audience.”

Another participant, who had been worried that an upskilling-type of workshop on copywriting would be dry, found the session to be lively and visually engaging. Said QJ Magalzo, a Community Manager: “I loved the interactivity; the slides were succinct and beautifully designed. The instructor was very engaging. Overall, it was an enjoyable and insightful experience.”

Before they left, participants were invited to complete a post-workshop survey, and 100% indicated they would highly recommend Melanie’s copywriting workshop to a friend, colleague or client.

What’s ahead

We are grateful to all parties who helped to make our first public workshop of 2024 a success! Stay tuned for updates on our next public workshop, where we’ll delve into personal branding.

Subscribe to Offshoots Academy’s newsletter so you don’t miss out on the details.

Text by: Mary Francesca Lantican, Siew Mun Cheah | Illustration by: Angela Macasinag

Beyond The Boardroom: Celebrating Everyday Women Heroes

In 1910, Clara Zetkin of Germany’s Social Democratic Party introduced the idea of IWD as a global platform for women’s voices all over the world. Amidst the prominent patriarchal issues at that time, this idea was universally accepted by many influential women. Today, society is making promising strides towards women’s equality and representation: in Singapore, organisations like the Young Women’s Leadership Connection (YWLC) and United Women Singapore (UWS) run impactful programmes like YWLC Mentorship and the Gender Equality Impact Awards.

While we continue to celebrate high-achieving women in the boardrooms, everyday females who do important work in their various capacities also deserve the spotlight. Many of them hold occupations that are not unfamiliar to us — yet they somehow do not capture the media’s attention.

In this blog, our project intern Siew Mun speaks to three particular women whose names may not have made it onto power-lists, but who occupy important roles that keep our communities thriving.

Households Don’t Run Themselves

Many Singaporean households employ foreign domestic workers, commonly referred to as “helpers”. These are women who have left their own families and countries to assist Singaporean families with household chores, babysitting and caregiving.

My family’s part-time cleaner, Khin, is from Burma.

Khin, who also cleans for many other homes across Singapore, has to shoulder various duties alongside housework. Some of these include taking care of dogs and assisting the elderly. However, she shared, with a smile on her face, that she enjoys the work. Khin’s cleaning job in Singapore has provided her with a stable and reliable income to support her family.

Khin, who is in her 40s, follows in the footsteps of her mother and her aunt, whom she refers to as her role models. Her mother had to take on multiple jobs, while her aunt helped raise Khin and her brothers while their mother was working.

Coming from a line of hardworking women, Khin’s wish is for all women out there to stay tough through even tougher times.

Guardians of Tranquility

Building occupants can work with peace of mind, thanks to security guards like Miss Tripathi. Her years in security work have taken her from corporate skyscrapers to primary schools, where she’s applied her vigilance to safeguard all under her care.

Though the bulk of a security guard’s job involves patrolling, which can feel mundane, Miss Tripathi does not take the “peace” for granted.

“If I am having a relaxed day, that means no one is in danger,” the 54-year-old shared, in our interview. Her job occasionally involves security incidents that bring tension and high stress.

Miss Tripathi cited her older sister as her female role model. Growing up, her sister held the fort at home while both parents were out working, ensuring that everyone, including their brother with special needs, was well-fed and taken care of. Moreover, she added, her sister created a blissful and nurturing home environment for them.

This IWD, Miss Tripathi wants to remind us to always be grateful for the pleasures in life, especially those beyond monetary value.

Keeping the Wheels of Education Turning

Through the examples of Khin and Miss Tripathi, we have seen how job satisfaction goes beyond salary. For 71-year-old Mdm Anna, her work as a school bus assistant is for her fulfilment. She takes great pride in overseeing and managing students on their commute to school.

Mdm Anna shared that she was looking for a job that would be both meaningful and not too taxing on her health. Being a bus assistant allowed her to interact with cheerful students while getting some fresh air daily. Some days, she does get frustrated dealing with children, but she maintains a patient and compassionate attitude. “I love children,” she stated, in our interview. “You need to have compassion with children. I learned that from my mother, who was very compassionate.”

Besides her mother’s example, Mdm Anna’s religious beliefs keep her grounded in compassion. This is a guiding principle in her life, shaping her interactions with the school bus students in her care, and how she navigates job challenges.

This International Women’s Day, Mdm Anna wants us to know that women are powerful and impactful, and we should never stop improving.

The love, grit, and tenacity of women have kept our homes, schools, and workplaces nurturing and safe spaces. Their stories and motivation remind us that every job, no matter how unseen, makes a positive difference.

As we celebrate International Women’s Day, we honour the resilience and dedication of everyday heroines.

Text by: Siew Mun Cheah | Illustration by: Angela Macasinag

Leap, Goose, Leap! The Legend of the Chinese Goose Pastry

In the familiar realm of our Gregorian calendar, we’re accustomed to enjoying a bonus day in February when the once-every-four-years leap year rolls around. But did you know that in the Chinese calendar, leap years get a whole extra month called 閏月 (rùn yuè)?

Our curiosity led us to the origins of China’s iconic goose-shaped pastry, 老雁馍 (lǎo yàn mó), whose legend begins at Henan’s Mount Song (or Songshan).

Goose-shaped pastry (Image from: chinadaily.com.cn)

The Legend

A filial daughter was on her way to check on her elderly parents who resided in the southern part of the mountains. It was the leap year, where an extra month was added to the usual twelve calendar months. The 13th month meant her parents’ harvest from their humble farm would be spread thin, putting them at risk of starvation.

With a backpack filled with extra millet (a type of grain), the determined daughter set out on a challenging mountainous trek. The terrain was unforgiving. Unfortunately, she stumbled and fell, causing her backpack to fling open and its contents to spill out. The animals around wasted no time devouring all that she had brought. Tears welled up at the thought of her starving parents. Defeated, she sobbed quietly and eventually drifted into a restless sleep.

Later, the girl was awoken by the honking of geese that she just could not seem to shoo away. Wanting to waste no time, she brought the geese with her on the rest of her journey to her parents’ home.

Upon arrival at her parents’ village, the girl saw a picture of widespread famine and illness. Villagers were ill and starving, with nothing to nourish themselves with. In that moment, she looked at her geese and had an idea.

That evening, she prepared a feast not just for her parents, but also for the entire village. Thanks to her, many people benefitted from the nourishment from the goose meat. The girl felt glad to serve the villagers, and her parents were proud of what she had done.

In honour of the heroic girl from the legend, some Chinese families observe a tradition every leap year. Before each leap month, daughters all across East China’s Shandong province would visit their parents, bringing goose-shaped pastries. Serving as a “friendlier” substitute for the hard-to-find wild geese, this pastry serves as an enduring ode to the filial piety in the tale.

How do I weave storytelling (if not legends) into advertising or branding?

Legends and traditions get passed down through writing, and more so, through stories. In this particular legend, there is a happy ending (though not for the geese), in which the protagonist was able to save the village. That became her legacy.

In the stories you tell, think about the legacy you’re building with your brand or product.

Offshoots Academy offers a myriad of workshops to equip marketers with the ability to improve and excel in the art of storytelling to connect with their users or customers.

Text by: Siew Mun Cheah | Illustration by: Angela Macasinag

It’s 2024: Is the Rom-Com Dead?

With Valentine’s Day around the corner, the mood is ripe for the return of the Romantic Comedy (rom-com, for short). Yet reviews for recent offerings like Marry Me starring JLo and Owen Wilson, or the Ashton Kutcher–Reese Witherspoon vehicle Your Place Or Mine have been middling at best and scathing at worst. Going purely by scores on Rotten Tomatoes, it seems almost safe to assume that this generation’s rom-coms are not hitting the mark with audiences in the same way their predecessors of the 1990s and early 2000s did.

The 90s and early 2000s gave us unforgettable classics like When Harry Met Sally, Bridget Jones’s Diary, and How to Lose a Guy in 10 Days, which made us swoon, laugh, and even shed some tears. The rom-com even established careers for actors like Julia Roberts, whose most iconic performances include Pretty Woman, My Best Friend’s Wedding, and of course, Notting Hill.

Once the reigning champion of the box office, successes in the rom-com genre today are few and far between. What could be behind their declining popularity? In this blog, we delve into some possible reasons.

1. The changing landscape

By the 2010s, rom-coms had taken a backseat to flashier, big-budget films as studios began to cater to audiences’ growing appetite for visual extravagance. This explains the seemingly never-ending release of Marvel projects and movies. As entertainment and culture writer Scott Meslow observes, “We’re now in an era where audiences expect spectacle in the theatrical experience.” Moreover, the rise of streaming platforms has transformed the way audiences consume content. Binge-watching has become the new norm, with younger viewers preferring serialised narratives over the traditional hour-and-a-half movie format. Platforms like Netflix have capitalised on this trend with teen romance dramas like Never Have I Ever and XO, Kitty.

2. Where is the love?

Another contributing factor to the rom-com’s decline is the genre’s shift towards emphasising comedy over romance. Modern rom-coms often make the mistake of trying to cram in as many comedic set-pieces and gimmicky one-liners as possible, consequently overshadowing the emotional core of a good romance. This leaves audiences yearning for the depth and earnestness that have made its predecessors so beloved. Whatever happened to, “I’m just a girl, standing in front of a boy, asking him to love her”?

3. The need for unique perspectives

Audiences today also crave fresh and unique perspectives that deviate from the tired and formulaic plots that have dominated the genre for decades. Amidst the outcry of the “#OscarsSoWhite” movement, it is no wonder that Crazy Rich Asians is the only rom-com to have made the 20 top-grossing movies from 2010 to date, proving a dire need for more diversity and representation in Hollywood.

RISE OF THE K-DRAMA

While it is clear that the West is seeing a drought in the genre, the rom-com is having its own moment in Asian productions, with movies like Till We Meet Again, Dear Ex, and This Is Not What I Expected garnering widely positive reviews and praise from viewers. The enduring popularity of K-dramas, like Crash Landing on You and Descendants of the Sun, also reinforces the idea that Asians simply know how to capture the essence of a compelling romance.

It is all in the slow-burn approach, a hallmark of the K-drama, which takes its time to develop the connection between the two main protagonists, emphasising the small heart-fluttering moments (e.g., hand holding and longing gazes) over the cliched grand sweeping gestures often found in Western rom-coms.

So, what can the decline of rom-coms teach us storytellers?

Embrace the streaming revolution: The preference for binge-watching indicates a shift in audience behaviour. Storytellers and content creators should consider adapting their narratives to fit the long-form episodic format favoured by viewers, providing a more sustained and enjoyable experience.
Less is more: Cramming too many elements into a 90-minute rom-com can ruin the viewing experience. This genre thrives when the romance is unobscured and takes centre stage, focusing on the connection between characters and the emotional journey they undertake.
The importance of representation: To breathe new life into the genre, storytelling must embrace diverse perspectives. By sharing stories from underrepresented communities, new and refreshing narratives can emerge, resonating with audiences hungry for authentic and inclusive content.

What’s Next?

The beauty of the rom-com is the nuanced dance between relatability of our everyday experiences, and the story of love that we long for. This is not far different from creating compelling stories that grip the audience and keep them hooked on your content.

Learn to craft and deliver impactful stories that captivate through our “Storytelling for Advertising”and “Speak with Impact” workshops!

Keen to find out more?

Email us at offshootsacademy@tuber.sg and we’ll be in touch.

Text by: Mary Francesca Lantican | Illustration by: Angela Macasinag

Confucius’s Playbook: Making Friends with Our Biases

Back in primary school, when I first started my Facebook account, I discovered the function of adding people to my “Friends” list. “Friending” someone or being “friended” by someone carried significant weight as if it were an honour or prize to be earned. Conversely, the act of “unfriending” or being “unfriended” seemed to spell the end of caring about another person entirely.

Fast forward to the present day, I still value friendships, though no longer in such dramatic terms. In my current role as an undergraduate and job intern, I have observed both in school and at work how people appear guarded in their interactions. As a Philosophy major, I couldn’t help but become curious if I, too, have cultivated a certain cynicism toward forming friendships. So why this caution?

The Cynic Within Us

At the workplace, most of us tend to interact with the same group of people, rarely than mingle with folks from other departments. Upon first greetings, a few thoughts tend to immediately pop into our heads: “I don’t like their dressing.”; “Why doesn’t she sit like a lady?”; or “How can he not know how to use the office software?” Such subconscious biases may impact our actions toward our coworkers. Without addressing them, it won’t be long before conflicts and misunderstandings arise. By then, it may be even harder for us to untangle and pinpoint the root of the issue.

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Bias
noun /ˈbʌɪəs/

The action of supporting or opposing a particular person or thing unfairly, because of allowing personal opinions to influence your judgement.

Central to this concept is the assumption that everyone is somehow supposed to be perfect in order to be treated fairly. With this assumption, we tread the world and interact with others, only to be met with disappointment that they don’t match our biased idea of perfection. Our perfect idea of friendship is not spared, either.

This idea that a person must be perfect to remain a friend is where Confucius would argue we have gone astray. He argues that people or friends fundamentally would not have all the qualities we would ideally wish for in a friend.

Instead, Confucius suggests that we understand friends for their particular virtues. So, just like how every superhero has their superpower, he claims that every friend has a specific strength. Such virtues may refer to kindness, honesty, and patience.

Imagine our friend, Bob, who may not be the most patient person in the world. For example, he gets easily frustrated explaining to you the differences between who and whom. But with his particular virtue of honesty, you never need to worry about him lying to you about how good your idea is.

So, Confucius might be trying to get us to understand that such flaws are not reason enough to eliminate the possibility of being friends with Bob. Rather, he proposes that we are to appreciate Bob for his strength and reframe our relations with him as an opportunity to develop a strong sense of honesty. Applicable to all the potential friends you may meet, Confucius suggests that this openness to develop each other’s virtues may be a better way of reexamining our biases about the “perfect friend”.

A More Productive View

Now, applying Confucius’ advice to workplace friendships, we can reason away our biases and realise, in layman’s terms, that certain people are just better at some stuff than others. Even if this means they are less skilled at other things, it should not imply we are to treat them as a worse friend or not a friend at all.

A case in point: Bob may not be the perfect friend, but he is more than enough for a friend that we all ought to appreciate and grow together with. So, continue building workplace friendships with this open-minded attitude. You never know, you might be someone’s Bob too.

What’s Next?

If you feel that your biases, prejudices, or particularities cannot be overcome by sheer willpower, here’s a suggestion:

Sign up for a face-to-face guided session on how to overcome your biases. Not only will it help you come to terms with your explicit biases and prejudices; it will also shape you towards becoming a better communicator, and guide you towards building an inclusive culture at your campus or workplace.

Sign up now at https://tuber.sg/offshoots/ for the Communication Without Bias workshop conducted by SUSS’s senior lecturer, Tania Nagpaul.

Meanwhile, we hope you’ve picked up some useful insights from Confucius on making friends. Here’s to friendships!

Text by: Siew Mun Cheah | Illustration by: Angela Macasinag

Jo Koy and the Golden Globes: 5 Lessons on Public Speaking

It has been a few weeks since the 81st Golden Globe Awards. Jo Koy’s tumultuous performance as host, which sparked backlash for its badly written jokes and poor handling of the crowd, has been referred to as a “bad gig for the ages”. So what exactly went wrong? Was it preventable? Now that the dust has settled on the Beverly Hilton stage, we are taking the opportunity to analyse Jo Koy’s act and learn from it.

Lesson # 1: Preparation is everything

Writing lays the groundwork for any project. Whether for movies, TV shows, or awards ceremonies, writing begins the process that takes ideas to fruition. Comedian Ali Wong, a Golden Globe winner, stresses the importance of good writing, emphasising the need for material that stands out above anything else.

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“I talk very quietly in a monotone voice where there’s almost zero performance in there, to see if the material holds up.” — Ali Wong

Jo Koy was reportedly given 10 days to prepare for his Golden Globes hosting gig, which is a relatively short runway, but still enough time for Jo Koy and his team of writers.

On the day itself, his jokes were okay. But they lacked comedic timing and the right words. Refining and practising the material may have resulted in a much better monologue.

“It’s all about word choice” for Ali Wong, who explains: “Sometimes I have a joke I know is funny, but I haven’t found the right word, and when I do find it, it’s so satisfying.”

Lesson # 2: The audience’s experience is yours to create

Confidence is a big part of public speaking. If you trip on your words or your humour doesn’t land, it is important to not let that mistake bleed into the rest of your act. The responsibility to deliver is in the hands of the speaker, no matter the response of the audience.

Jo Koy’s response to his faltering performance exacerbated the situation. He resorted to nervous laughter and acknowledged his jokes’ shortcomings, which only drew more attention to his mistakes. This included repeating lines, mispronunciations, and overall poor delivery, all of which are unexpected from seasoned professionals.

For many others, this could have been a good opportunity to win the audience back and make spontaneous jokes about the situation. But for Jo Koy, it became an ineffective crutch that highlighted his depleting confidence and inability to command the situation. This Vulture article sums the situation up nicely: “He wasn’t able to win their [the audience’s] confidence or demonstrate that he didn’t care about their approval when he failed to do so.”

Staying nimble and light-footed in the event of such times is key to delivering a great speech. Always remember that your audience comes first: their experience is the most important part of your performance. Over-preparation is key: have your Plan B’s and backups ready should your initial plan fall flat.

Lesson # 3: Never attack your audience. But if you do, make it funny

Jo Koy’s comedic style heavily relied on humour at the expense audience members, a commonly employed approach in stand-up comedy. However, he was walking a fine line between straight-up offensive and offensively funny. Context matters: it is what makes or breaks a great speech or presentation. But because the Golden Globes audience was largely unfamiliar with Jo Koy’s work, this missing crucial piece resulted in an ability to connect.

Reacting to the lukewarm audience energy, Jo Koy became defensive, stressing that it was his jokes that received laughs and not those written by his team of writers. This move was met with a shift in the audience’s sentiment, from potential sympathy to slight disdain. Resembling a panic response, his attempt to pin the blame for his poor performance onto others seemed irresponsible. As a result, his edgier jokes failed to elicit laughter and were even perceived as rude.

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“People can get away with doing really offensive things as long as it’s funny. Because if it’s funny, then the laughter wins over the feelings of hurt and then you’re doing something right.” — Ali Wong

To mitigate this outcome, Jo Koy could have leveraged his strengths as a comedian to do crowd work rather than focusing on a prepared script. In times of tension, we need to fall back on our strengths and do what we do best. Going back to his roots as a comedian could have helped Koy fare better in the situation he was in. This is a timely reminder that building on our strengths in one area can support us in other areas.

Lesson # 4: Have self-awareness

One of the jokes that rubbed many the wrong way was Jo Koy’s comparison of Barbie to Oppenheimer, the two biggest films of 2023: “Oppenheimer [was] based on a 721-page Pulitzer Prize-winning book about the Manhattan Project, and Barbie [was] on a plastic doll with big boobies.”

Many criticised this particular joke for being “reductive and sexist”.

Considering Barbie was the highest grossing movie of 2023 and consisted of feminist themes, it was important to nail this joke. It was the moment of the night that would be written about on news outlets, rapidly shared on social media and live on in everyone’s collective memory. Which it did… but for all the wrong reasons.

Jo Koy could instead have prepared a more layered, well-written joke referencing specific moments in the movie or even the Barbenheimer phenomena. Out all of his jokes, he should have made this a guaranteed laugh.

In preparing for a speech or a presentation, knowing the key points help to anchor you mentally and emotionally. Focus on where you want to bring your audience (a heavy point to elicit humanity, a joyful point to inspire gratitude, etc.) and be mindful that these are the key checkpoints in the journey with your audience.

Lesson # 5: It may be tough, but it has been done

Several Hollywood personalities came to Jo Koy’s defence, citing the rigour and difficulty that comes with a hosting such a high-profile gig. It may not be easy, but it’s not impossible either. With proper preparation and practice, many have succeeded. Cases in point: Amy Poehler and Tina Fey are remembered for their amazing banter on the Golden Globes which they hosted in 2013, 2014, 2015, and 2021; and Neil Patrick Harris for his show-stopping openers on the Tony Awards.

What’s Next?

You may not be invited to host a glitzy awards ceremony, but public speaking is still a pertinent skillset to cultivate and refine. Sign up for our Speak with Impact and Pitch Perfect workshops which will equip you with the requisite tools to becoming a more confident speaker and presenter.

Keen to find out more? Email us at offshootsacademy@tuber.com for a non-obligatory consultation on your learning needs.

Text by: Angela Macasinag | Illustration by: Angela Macasinag

Adult Learning: Not Just About Content? Part 2 of 2

We continue with Part 2 of our blog on adult learning environments. (Go here to read Part 1 in case you missed it.)

Today’s post covers points 5 to 8 of Silberman’s 8 Qualities of Adult Learning.

5. Utilisation of Participants’ Expertise

— Wisdom of the crowd

Active learning capitalises on the wealth of experience within the room. Every participant brings unique insights and perspectives to the conversation, thus creating ample opportunities for peer-to-peer learning.

Participants’ expertise can refer to directly applicable experiences or analogies from past roles, as well as the collective wisdom of the group. This active contribution by learners will not only make for livelier discussions, but also encourage ownership of one’s learning.

6. Recycling of Earlier Learned Concepts and Skills

— You lose what you don’t use

Active learning programmes employ a spiral design where learners continually revisit and build upon earlier concepts and skills. The curriculum becomes a journey where participants review and apply foundational knowledge to approach progressively challenging tasks.

Key concepts from past lessons should not be discarded but allowed to resurface, so as to reinforce understanding and promote continuous skills development. Scaffolding learning this way eases the learner into applying what has been learned in a state of flow (Csíkszentmihályi, 1970).

7. Real Life Problem-Solving

— Make it relevant

Problem-solving, guided by case studies and examples, is integral to the learning process. As such, training design must offer a platform for participants to identify relevant touch points in their own real-life challenges, and apply their learning outcomes outside the classroom.

This immediacy enhances information retention and allows participants to assess the practical utility of their newfound knowledge in real time.

8. Allowance for Future Planning

— Show them what’s ahead, today

Learning is not meant to stop in the classroom, but carry on into the larger question of “Now what?”

💡

“Education is our passport to the future, for tomorrow belongs to the people who prepare for it today.”
— Malcolm X

Participants are guided to contemplate how they can transfer their learning into their everyday roles; what potential obstacles they can foresee; and to plan their next steps. Laying the groundwork for post-training implementation will ensure the programme’s lasting impact on a learner’s journey beyond the classroom.

We’ll be covering the final 4 points of Silberman’s “Qualities of an Active Learning Environment” in the next post. Do keep an eye out for it!

References:

Silberman, M. (2006) Active Training: A Handbook of Techniques, Designs, Case Examples and Tips. San Francisco, CA: John Wiley & Sons.
Csikszentmihalyi, Mihaly (1990) Flow: The Psychology of Optimal Experience. New York: Harper & Row.

Text by: Afzal Hadi | Illustration by: Angela Macasinag

Adult Learning: Not Just About Content? Part 1 of 2

A month ago, Offshoots Academy hosted its first Instructors’ Mixer, which offered an opportunity for our esteemed trainers to mingle, ideate, and chart a common path forward together.

At this event, Eunice Lim, our master trainer from the Institute for Adult Learning Singapore, facilitated a Train-the-Trainers (TTT) session which covered key principles around effective adult learning (Silberman, 2006).

In the first part of this two-parter blog post, we dive deeper into some practices that go into creating a conducive and nurturing environment for adult learning.

1. Moderate the Level of Content

— “Need to Know” is better than “Nice to Know”

Active learning thrives on a focused curriculum, emphasising critical learning areas that build a solid foundation. By avoiding information overload, trainers can devote time to designing engaging activities that introduce, present, apply, and reflect on essential concepts. Prioritising quality over quantity will ensure that participants retain and apply what truly matters.

2. Balance Affective, Behavioural, and Cognitive Learning

— Keeping the A.B.C.s in check

Active training embraces a holistic approach — nurturing attitudes, honing skills, and fostering understanding. It’s not just about knowing; it’s also about doing and self-reflection.

💡

“Knowledge without practice is useless. Practice without knowledge is dangerous.”
— Confucius

This three-pronged strategy — Affective, Behavioural, and Cognitive learning — will help participants grasp concepts, apply skills, and consider personal relevance. This enhances the learning experience, and gives rise to deeper and more impactful understanding.

3. Employ a Variety of Learning Approaches

— Variety is the spice of learning

The cornerstone of active learning is diversity in methodology. Recognising that adults learn in varied ways, training programmes need to experiment with multiple approaches to keep participants engaged. From interactive exercises to dynamic group discussions, variety not only sustains interest, but also accommodates diverse learning preferences. The curriculum (and the trainer) has to be adaptable to change, whether that has to do with time allocations, group formats, and physical settings. For a rich learning experience, the learners’ experience always comes first.

4. Maximise Opportunities for Group Participation

— Learners as trainers

There’s nothing like engaging group involvement to enliven the training experience. This means that highly participatory methods, such as role-playing and case discussions, should take centre stage, while one-sided and traditional-type lecturing should be minimised. Remember that the role of the participant evolves constantly between that of a passive absorber and an active collaborator. Trainers can foster a dynamic learning environment when insights are collectively generated, while learners feel a sense of contribution and ownership to the learning in the room.

We’ve covered the final 4 points of Silberman’s “Qualities of an Active Learning Environment” in the next post. Complete your journey of understanding a little more about Adult Learning here!

References:

Silberman, M. (2006) Active Training: A Handbook of Techniques, Designs, Case Examples and Tips. San Francisco, CA: John Wiley & Sons.

Text by: Afzal Hadi | Illustration by: Angela Macasinag

Year in Review 2023: Tuber Progress and Achievements

As we bid farewell to another remarkable year, it’s with immense pride and gratitude that we reflect on the milestones that have shaped Tuber’s journey. The past year has been a testament to our collective dedication and passion, and we’re thrilled to share some highlights of 2023.

Tuber’s new learning and development arm, Offshoots Academy, hosted its inaugural workshop “Writing Better Than a Bot” at ITE College Central. In the following weeks, we took our workshop to Singapore Polytechnic and Republic Polytechnic, and booking requests continue to flow in! At these workshops, we successfully created a space where ideas flowed and creativity thrived – in tandem with the rise of artificial intelligence. This milestone marked our desire to foster and be part of a culture of continuous learning and development.

Along with this venture, Tuber dove into the realm of TikTok and YouTube. Here’s to staying current and connecting with new audiences! Shooting our first promotional video for “Writing Better Than a Bot” was a super fun learning experience.

Our dedication to impactful editorial projects continues. We completed projects with the Public Service Division (we’ve contributed to Challenge since 2010), Temasek Foundation and Family Justice Courts. From crafting an engaging children’s activity book for the Courts to doing interviews with movers and shakers from various industries, our team’s commitment to delivering high-quality work shone through.

The Challenge Cuppa interview with Ms Lim Wan Yong, 2nd Permanent Secretary at the Ministry of Education and Ministry of Social and Family Development, was a Content Marketing Awards finalist (Best Interview/Profile).

The Children’s Activity Book we produced for the Family Justice Courts won the Content Marketing Award for Visual Storytelling – Best Use of Illustration.

And we’re grateful to be recognised for our efforts. Tuber scored two Content Marketing Awards for visual storytelling and interview/profile editorial stories.

We also received the Learning Enterprise Award from the Institute for Adult Learning Singapore’s Centre for Workplace Learning and Performance. These accolades validate our pursuit of excellence as we expand into L&D.

Capturing the last team moment in our cherished old Tuber office.

Tubits annual team bonding session at Salt & Light Archery.

We’d like to thank every member of Tuber, past and present, whose passion, dedication, and innovative spirit have been the driving forces behind our success. As we look to a new year ahead, we will continue to offer high-value editorial and design consultancy, and bring Offshoots Academy to more schools and companies.

Here’s to another year of growth, resilience, and continued excellence! 🪴✨