To a year with clearer focus

What a year: Anwar (centre, with boy) and some of his Cabinet members at the closing ceremony of the One Year Programme with the Madani Government at the Bukit Jalil National Stadium earlier this month. The word ‘Madani’, however, remains a little too complex for most, and doesn’t really inspire a ‘fried chicken level’ of excitement and vigour, says the writer. — SHAARI CHEMAT/The Star

TODAY marks the first full calendar year of Datuk Seri Anwar Ibrahim at the helm of this nation, a post he has aspired to for many, many calendar years.

What’s the verdict?

I’m nowhere near qualified to answer conclusively, but perhaps this yearend is a time to share some reflections from among the communities I have worked with the most over the last few years, especially in civil society.

For most of the last decade or two, civil society has been quite closely aligned with those who were then the Opposition, as both tended to be focused on and fighting for similar types of reforms.

When Anwar became PM, hopes ran high.

I think it’s safe to say that not every hope has come true. At the same time, it would be equally inaccurate to say that no hope has come true.

Just like how the year in general has been for most of us – it’s a mixed bag.

The more interesting observation has been the extent to which people in civil society have or haven’t been engaged.

After talking to some colleagues over this last year, I get the sense that relatively few old “comrades” from civil society have been invited to be directly involved with the new government.

A few are bitter about this, but I think most have just somewhat given up on waiting for that phone call, shrugged, and tried to move on.

As with the general population perhaps (maybe especially among non-Malays), the feeling seems to be: Anwar’s government is not doing so good as to be super enthusiastic about them; but not doing so badly as to feel the need to actively fight against them.

Just a mixed bag, I guess.

Of course, we hope the new year and the new Cabinet marks a fresh new start, but only time will tell.

From a communications perspective, the primary problem probably hasn’t changed: There is no clear identity for the government or what it stands for.

I usually use the example of a fast food restaurant that’s famous for its fried chicken.

By sheer mass and weightage, there’s probably just as much coleslaw, mashed potatoes, fries, and so on in that restaurant’s kitchen.

But nobody wakes up in the morning, and thinks to themselves: Man, I really want to eat some of that coleslaw.

Tons of people do think however: Man, I would really love some of that restaurant’s fried chicken.

It’s the main thing the restaurant is known for – the main reason people come, even though they end up ordering so many other things as well.

So what is this government’s fried chicken?

What is the one thing they are truly known for?

In my business, this is sometimes called “brand association” or “key word association”.

In Datuk Seri Najib Razak’s time, it may have been the idea of 1Malaysia.

What is it for Anwar and his government?

The word “Madani” is a little too complex for most, and doesn’t really inspire a fried chicken level of excitement and vigour.

So the end result is: a lot of mixed opinions, a lot of lukewarm “mehs”, and a lot of good work done by the government essentially going unnoticed, because it’s not part of a larger, more visible framework and ethos.

If the government wants to create a more lasting impression on Malaysians, it may be time to sharpen its focus.

You don’t have to look like you’re good at every single thing – some of your work and initiatives are going to be the coleslaw and mashed potatoes of your brand: essential, but not your core product.

But you do need some fried chicken – something positive that people instantly associate with your government. Something inspiring, impactful, and memorable.

With that kind of razor sharp focus, a much larger number of voters will be able to accurately associate the government with something positive.

I can’t pretend this is the first time I’ve written out this opinion, or the first time I’ve tried to persuade those in power that this is a useful way to go. (Thank you to the one person from government who reached out in sincerity to discuss views – it was a very humbling experience).

I think as 2023 closes out, I may have to stop trying to repeat myself too much.

I’m pretty sure it’ll be diminishing returns at best if I keep saying the same things over and over. Perhaps it’s time to take after some of those afore mentioned colleagues and “move on” – maybe to something with a slightly better chance of having some good impact.

In the interests of transparency and putting my cards on the table, I’ve started a new job, doing corporate communications for a listed renewable energy company.

I think the professional thing to do would be to be slightly more circumspect than I have been in the past with the kinds of opinions I share, especially in the realm of politics and so on.

I don’t think I’ll hang up my writing hat quite yet, but in combination with a few other things that have been happening, perhaps this is a good time to slow down a little on that front.

I figured this topic would be good for both a yearend piece, and my parting piece (for now) of humble advice to the powers that be. Anyone ever wanting to chat further is always welcome to drop me a note.

To whichever few people may care or have been following the column, my deepest and most humble thanks. I’ll try to pop back in from time to time in the off chance there’s anything new, interesting, and appropriate for me to say.

Thank you to anyone and everyone who’s ever reached out or forwarded this column – it’s been an honour and a pleasure, and I greatly appreciate the faith you’ve put in me.

May 2024 bring into focus a neverending amount of good relationships, health, and joy. Happy New Year!

Nathaniel Tan has just started a new job at a renewable energy company. He will always love Projek #BangsaMalaysia like a firstborn child. Nat is always just an email away: [e-mail]. The views expressed here are solely the writer’s own.