“I’ve always been driven by a passion for learning and a curiosity about people’s stories,” Sheng reflects. From finance to founding a digital marketing agency, his path has been anything but straightforward. Yet, the common thread has been a desire to create meaningful impact.
DIRI was conceived from a profound observation: while numerous platforms offer knowledge, few truly resonate with the Malaysian experience. Sheng identified a gap in content that not only educates, but also connects with its audience on a deeper, emotional level. This insight inspired him to create something uniquely Malaysian – a platform that showcases the stories of local leaders and heroes, offering their experiences as lessons to inspire and drive change.
“DIRI was born out of the belief that everyone has a story to tell, especially our local leaders and heroes,” Sheng explains. “Their stories have the power to inspire change, and I wanted to share these in an engaging, cinematic format.” This vision has become the cornerstone of DIRI, setting it apart in the crowded landscape of online learning.
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The journey from concept to final product at DIRI is collaborative and deeply immersive. It begins with selecting the right mentors – individuals who have not only excelled in their fields but whose stories share valuable lessons. Sheng and his team delve into these individuals’ lives, often spending hours in interviews to unearth the most impactful and engaging moments.
Initially, mentors read from scripts crafted from these interviews, but it soon became clear that spontaneity brought out the best in them. “We realised that our mentors came across as more natural when speaking spontaneously,” Sheng notes. This shift required extensive pre-planning, ensuring mentors were comfortable and fully immersed in their stories. The result is content that is not only informative but also deeply personal, with some mentors even describing the experience as therapeutic.
The production process is meticulous, involving filmmakers, learning and development specialists, and storytellers. High-quality cinematic techniques ensure that the visual experience matches the depth of the content. Post-production, where everything comes together, is crucial – editing, sound design, and ensuring that the final product resonates emotionally with the audience are all handled with great care.
Like any startup, DIRI has faced its share of challenges. Convincing potential mentors to share their stories in a new and somewhat unconventional format was initially a hurdle. Building trust and demonstrating the platform’s value was key. As DIRI evolved, refining the post-production workflow to maintain quality while resonating with the audience presented another significant challenge.
“Each stage has presented its own set of obstacles,” Sheng acknowledges. “But we’ve managed to overcome these hurdles through persistence and a commitment to our vision.” Among Sheng’s proudest moments is the successful launch of DIRI, a culmination of over a year’s hard work. The positive reception from both mentors and users affirmed the platform’s mission and demonstrated a real appetite for the content they were producing. Another milestone was securing partnerships with corporations like Bursa Malaysia and AmBank Group among others, further validating DIRI’s value in talent development. “These milestones reaffirmed our mission and showed that there’s a real appetite for the kind of content we’re producing,” Sheng adds.
DIRI is more than just an online platform – it’s a growing community with a mission to empower Malaysians through relevant content and education. Sheng and his team have already begun expanding DIRI beyond the digital space, organising physical speaker engagement sessions with corporate partners. These events blend DIRI’s storytelling techniques with real-time interaction, offering a comprehensive learning experience that is both engaging and impactful.
“We’re committed to empowering Malaysians by providing access to high-quality, relevant education and content that inspires lifelong learning and action,” he shares. With plans to continue expanding both digitally and physically, DIRI is poised to make an even greater impact on Malaysia and Malaysians.
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Featured image: DIRI
