One Eye Deer EP 1: The Secret to Marketing Anything

In “EP 1: The Secret to Marketing Anything” of the “One Eye Deer” Podcast, learn how you can market anything by knowing this one secret of marketing. 

    • Why should someone choose to buy your product or service over a competitor?
    • Why should you receive a salary increment or be promoted over a colleague?

If you have trouble answering the questions above, the problem is because you have not identified and communicated a difference in your product or yourself that is of value to your audience. The good news is that the problem is likely a marketing problem, not a product problem.

Join certified marketing management consultant, J C Sum, as he shares the secret to marketing anything. Find out how to stand out from others whether in the office or in the marketplace in less than 10 minutes!

One Eye Deer Podcast EP 1: The Secret to Marketing Anything | Evolve & Adapt Singapore

A couple of years ago, One Eye Deer host, J C Sum, gave a TedXTalk at NTU, a university in Singapore. 

It was entitled “Good to be great, great to be different”. The essence of the talk was that professionals and businesses should always strive to be good, and if they can, try to be great. But, if for whatever reasons, circumstances do not allow one to move from good to great, then it is better to be different. Specifically, to have a differentiated value that provides a competitive advantage.

Once you have identified your differentiated value, you must be able to communicate this value. Remember the definition of marketing as a concept:

Marketing is the communication of a differentiated value to your target audience.

The next keyword is “communication”.

You must be able to communicate your differentiated value to your target audience. Even if you have the best-differentiated value, if no one knows about it, it is not going to help you.

There is a saying “If a tree falls in a forest but no one is around to hear it, does it make a sound?”. Spoiler alert, from a marketing perspective, the tree does not make a sound.


01:42 Old-school definition of marketing

02:21 Marketing defined for the new digital economy

03:17 Offering basic value alone is not enough

05:58 Steps to market yourself to your peers and management as an employee

07:01 Actionable tips to create and communicate differentiated value as business owners

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About One Eye Deer:

The One Eye Deer podcast is produced by Evolve & Adapt, an award-winning strategy & digital consulting firm based in Singapore and Malaysia.

If you are looking to build your brand and generate massive leads and sales, book a marketing consulting call at


The name of the podcast was inspired by the riddle:

What do you call a blind deer?

No eye deer.

Since the podcast explores one marketing idea each episode, it features “one idea” (one eye deer).

The podcast is more than 2 years in the making. The idea of a podcast was first conceived in early 2020. It took shape as “One Eye Deer” in Feb 2021 and finally launched 13 months later.


The “One Eye Deer” mascot was designed by Eugina Lee (IG : lee.eugina) based on the concept developed by J C Sum.


One Eye Deer theme performed and produced by Darren Teh, An Honest Mistake

Adapted from “Do-Re-Mi”, “The Sound of Music”. 1959 Rodgers and Hammerstein.

J C Sum

J C Sum is a certified management consultant (TR 43:2015), an American Marketing Association Professional Certified Marketer (PCM®) in marketing management as well as a certified digital marketing strategist (SSG-WSQ accredited) with 12 years of experience specializing in search engine optimization, content marketing, and analytics. J C holds a Bachelor of Arts from National University of Singapore and is the author of "Evolve, Adapt or Collapse". He has been featured on The Straits Times, Business Times, Channel News Asia, The Edge Singapore, CNA938, and Money FM 89.3.

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