Yesterday, I listened to a podcast featuring a famous Thai celebrity.

She got praised for how confidently she answered questions... never hesitating, never doubting herself.

But her confidence lit up a firestorm on social media.

Why?

You know… people don’t like others who think differently.

...But this time it was way worse, because of this question:

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It's quite CONTROVERSIAL, isn't it?

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And she confidently said, “I’d save my husband.”

There’s no right or wrong here... But that didn’t stop the fire.

At first, people came after her, “How could she not choose her child?”

While others defended her, “That’s her truth, at least she was honest.”

Then...

The target switched to the interviewer.

Why ask such a question?

It’s a controversial question by nature. There’s no right or wrong answer... But people will always find a way to hate on that anyway.

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In any possible way she answered, the celebrity was going to get backlash.

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Did the interviewer think about this?

About the celebrity’s credibility, her reputation? Would this hurt her career? Could it cancel her current or future jobs?

Or did the show only care about the views they’d get?

Nobody knows.

But one thing is clear: there was no win for the celebrity’s side.

The show hadn’t done its research well enough.

And that's the point...

At some point, you’ve probably decided not to buy from a company again… Not because their product was bad.

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But because they said something UNPLEASANT.

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And if you were their main target?

That’s a disaster.

It means the business is a ticking bomb.

They didn’t do enough research to make sure their message pulled you closer, instead of pushing you away.

That’s why research isn’t optional.

Especially deep research into the target audience to understand what they like and don’t like.

You need to know what your customers care about.

You need to know what they love… and what they hate.

You need to know the words, tone, and messages that make them feel safe choosing you.

Because just like that celebrity, sometimes a single careless message can erase years of trust.

Let’s use politics as an example…

If you hate Trump, would you buy from a business that openly worships him?

Exactly.

So before you put out your next post, ad, or campaign, ask yourself:

• Does this connect with my customer?
• Does it make them feel understood?
• Or does it risk pushing them out the door?

Your growth depends on that answer.

Makes sense, right?

See ya tomorrow,

Chayanon Sangkhamfan