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Whether top executives stay or leave the company, or what variables in the business environment change, Asian Property Development will remain in business.

Under the concept, it is necessary for the company to build a second generation of executives and ensure the continuation of new and different products.

Last but not least, the human resources must be ready and sufficient for the implementation of the business' policies.

It is necessary that new products must get the consent from the top management as well as the lower level of staff to ensure the success of the business. Together, the two levels must discuss what they can do to meet customer demand.

For example, when we planned on developing city condominiums, we asked our staff what we would do and how we would differentiate our city condominium project.

One staff member proposed that the new condominium project should be called "Life" to reflect the lifestyle of the target group.

"Life" is a more modern concept and focuses on the younger generation, who lead a lifestyle built around the city. To bolster the product's image, we needed to change the advertising concept as well.

While our advertising for "The Address" reflected a contemporary lifestyle, the new campaign had to be more exciting to match out new target audience.

The television campaign for the brand was built around a man who entertains several ladies and finds it easier to do it being close to the mass-transit system. At first, I was against the concept because the man was womanising, which goes against my values. I felt this could jeopardise the product's image.

However, the test group, particularly women, liked the campaign, which eventually helped immensely with building the brand

The concept of a "living organisation" means that all members of the organisation must be open to new ideas. Without open-mindedness, the new concept would not have been unveiled and we would not have been this successful with the product.