Bite-Sized Workshop: Uncovering the ‘Moment of Truth’ in Marketing

On 16th March 2026, Enterprise@APU successfully hosted the Bite-Sized Workshop: Uncovering the ‘Moment of Truth’ in Marketing. This engaging session was designed for APU students, offering practical strategies for startups to identify the critical moments where customers decide to trust, buy, or leave, and turn interest into action. Students learned how to put themselves in their customers’ shoes, anticipate decision points, and leverage multiple touchpoints to gain a competitive advantage.

The workshop was led by Mr. Jan Wong, Founder & CEO of OpenMinds Group, Forbes 30 Under 30 Asia 2017 honoree, ASEAN Youth Fellow 2022, 3-time TEDx speaker, and regional mentor for startups and corporate innovation teams. Drawing from his 14 years of entrepreneurial experience, eight business ventures, and work across KL, Singapore, and Hong Kong, Mr. Wong shared real-world examples and practical frameworks to reduce customer friction, build credibility, and enhance brand discoverability, emphasising how sustainable strategies outperform short-lived virality.

Participants gained actionable insights on improving discoverability through the right keywords, hashtags, and video content, curating clear answers for consumers, and humanising their brand to attract and educate customers. Mr. Wong also highlighted the growing importance of customer touchpoints, online reviews, and AI-driven consumer research, showing students how to map the customer journey and influence purchasing decisions effectively.

Mr. Wong’s session stood out for its practical, experience-driven approach, giving participants a clear understanding of how to engage customers meaningfully and convert interest into action. Students walked away inspired and equipped with strategies to create credible, sustainable marketing practices and grow their ventures confidently.

Enterprise@APU remains committed to delivering impactful workshops that bridge academic learning with real-world skills, empowering students to thrive in today’s dynamic business environment.