The idea was to come up with a guide that would teach people how to be smart--The Chinese way. We studied ancient Chinese history, and noticed that the one thing famous icons had in common was a bearded face. This led us to the creative expression - Year of the Goatee. Limited budgets forced us to be creative with photography. As we had no money to hire talents, we decided the more beautiful approach would be to hunt for Chinese men on the streets who sported goatees, and bore a resemblance to the historical figures we wanted them to emulate.

After distributing the books to our clients, we were pleasantly surprised when they requested for more copies.