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Joy Abdullah – Enhance Your Self Awareness for Success
12th July 2021 • My Worst Investment Ever Podcast • Andrew Stotz
00:00:00 00:35:04

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BIO: Joy Abdullah helps B2B service business owners, CEOs, and their teams to create emotive impact and influence using organic marketing.

STORY: Joy was out of work in 2018, and he did everything he could to get another job without success. He was driven into a joint business venture with a friend out of fear of being financially unstable. The two didn’t quite think through the business model, and two years later, Joy was burned out and couldn’t run the venture anymore.

LEARNING: Success comes from understanding your customer’s needs, not from what you know or your expertise. Hone in on what your market wants instead of chasing revenue.


“If you’ve recently lost your job, stop feeling sorry for yourself. You’re more than a title; you’re more than a designation.”
Joy Abdullah


Guest profile

From his 30 years of experience in various leadership roles across Southeast Asia, Joy Abdullah learned the importance of people in the success of an organization.

And when it comes to giving our attention, people are influenced by the content, technology, and value that a brand communicates.

As a business humanizer, Joy helps B2B service business owners, CEOs, and their teams to create emotive impact and influence using organic marketing.

Worst investment ever

In October 2018, Joy had been job hunting for 10 months and was on the verge of giving up. He had prepared a three-page resume, applied to every job ad he could, and asked for referrals from literally everyone he could think of. Yet 10 months later, he still had no job, and his savings were dwindling.

Out of fear of acute financial pressure, Joy was driven into a collaborative venture in business and corporate strategy targeting corporates and mid-sized organizations and the SME groups. The venture was with a friend who was similarly out of work and living in Singapore.

The business venture was quite erratic. So they had to keep pushing to get the venture to stabilize. They’d have a couple of good months then a few bad months, then back to the top again. This was the scenario till March 2020, and at this point, Joy was absolutely burned out and got out of the venture to pause and rethink the business model.

Lessons learned

  • When starting a new business, take into account your environment. Do a simple SWOT audit because people are not behaving and doing work the way you’ve been used to.
  • It’s not what you know or your expertise that will make you succeed. It is understanding who has a need that you can solve.
  • If you want something to be done, don’t give with the intent of getting it. Instead, make people understand what is going to make them look good and feel good.

Andrew’s takeaways

  • Hone in on what your market wants instead of chasing revenue.

Actionable advice

Enhance your self-awareness. Understand your mindset, how your beliefs and habits impact your behavior, which affects your decision-making, and your self-leadership.

No. 1 goal for the next 12 months

Joy’s number one goal for the next 12 months is to turn 30 companies to be humans in their marketing in the B2B world. He also hopes the family will be together physically in one location soon for just a fortnight as it has been over three years since that last happened.

Parting words


“Remember, the other person in front of you is just as human as you with fears, worries, hopes, and aspirations. Do unto them as you would have them do unto to you.”
Joy Abdullah




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