Over the years, I’ve seen too many businesses pour time and money into campaigns without first grounding themselves in what really matters. They build first, then scramble to “market it” later, hoping noise will cover the gaps. Others create great products with real value, but struggle to connect with the right people or to keep their businesses sustainable. I know the feelings that come along with new endeavours though! I’ve been in those shoes many times over. My entrepreneurial journey took me through SMEs, Startups, Public Diplomacy, Education, Trade, E-commerce, Brand Management, Event Management and non-profit work among others. Each venture taught me not just how challenging it is to get it right, but also how transformative it is when you do. NGC grew out of that mix: lived experience, a belief in doing things with purpose, and the conviction that clarity before campaigns changes everything.