Before I started working in creative, I used to work as part-time waiter for coffee and bar; and when I stepped into the creative industry, I dealt in both design and copywrite, I found myself deeply interested in the concept of communication, of how to reach out, how to turn bystanders to customers. And for the last 8 years, that has been my motto: to turn bystanders to customers through stories.I have been in start up businesses, as well as started a business myself too, and I learnt a lot from those experiences. It was painful, but worthwhile. It taught me about planning, about financial management, about how a business run and how to sustain it evermore. Lately, I have been involving myself a lot more in F&B and FMCP industry, as a business consultant, a marketer, a communicator, and a creative. F&B is a peculiar industry that is extremely competitive and harsh. Same goes for FMCP. It requires a thorough planning, and luck. The luck that came from careful planning, firm decision making skill, and well market research. For example, when working for LUCID Coffee, a local Saigonese coffee store, it is about how to convince customers to shift their behaviour through product development and rebranding.At the end of the day, it comes back to communication and how to talk to customers, directly and through a persona: Good stories and good visual will come through. That's what I am doing.