When an athlete can do marketing better than you.

A wise person once said, marketing theory is useless. Execution is everything.

Especially in today's world where social media dominates.

Let me explain using Soh Rui Yong's recent debacle on social media.

If you are living under a rock, Soh Rui Yong is a Singaporean distance runner who holds ALL the national records in the full marathon (42km), half marathon (21km), 10km and 5km events.

He is truly an accomplished distance runner.

His records speaks for itself.

But why let the records speak for you when you can do it yourself?

That is exactly what he did.

He is known to court controversies (albeit unintentionally).

Basically, he runs his mouth as fast as he runs his races.

I like that.

Feisty, straight-shooting and able to back up his own words.

Remember, its not boasting if you can back it up.

I have absolutely no qualms with someone who can walk the talk and do what he claims.

After running a blistering 6:53 mins for the 2.4km, a new national record, he made a post about it.

I have to say, whatever the case, running a sub-7 mins for 6 rounds on the track is completely, certifiably insane.

Its almost 69 seconds per lap.

Most of us won't be able to do just that for ONE lap, let alone 6!

Netizens misconstrued his words and branded him as arrogant, misunderstanding him for demeaning the commandos.

He then issued a challenge to all Singaporeans to run a sub-7 mins 2.4km race and would pay $700 and 700 bottles of Pocari Sweat to anyone who does that.

Like anything juicy on the internet these days, sparks turned into embers, turned in fires, blown way out of proportion into a firestorm.

Some painted him as the bad person, some said he was just issuing a fair challenge.

Either way, sponsors sensed the opportunity for marketing and piled on the rewards.

From chicken rice to massage, gym sessions to toilet paper, the internet had a field day.

Even Joseph Schooling couldn't resist the hyper and jumped in.

He would give anyone a 10 second head start and buy you a BOSS suit if you beat him in the pool.

Of course the real winner is the publicity and internet airtime Pocari Sweat received from this firestorm.

For better of worst, Rui Yong is obviously talented and deserves his wins.

Could he have been more tactful, sure.

But that is besides the point, don't be anything other than yourself.

Everyone else is taken.

Was he wrong to issue a challenge?

Absolutely not.

Any Singaporean who grew up in Singapore will run the 2.4km at some point in time, whether in school as a fitness test or during National Service during IPPT.

I am fascinated to see who can rise up to the challenge.

Speaking of which, can't Mindef check the IPPT records and reveal the fastest ever 2.4km run recorded by an individual?

I would be highly interested in that!

So lesson here folks:

Knowing the power of marketing is critical for startup founders.

Executing it is even more vital.

Rui Yong may be a good runner, but he is definitely a better marketer!

Startup founders and corporate leaders, time to take a leaf from Rui Yong's book.

Rui Yong, if you see this, know that I am rooting for you. Let's talk!

For everyone else, if you enjoyed reading this, connect with me.

#startups #business #startupx #growth #success #socialmedia #sohruiyong #entrepreneurship #distancerunning #marathon #2.4kmrun #nationalrecord #marketing #branding