Family and kinfolk. These are anchors for Pann Lim, co-founder of Kinetic Singapore, a local creative agency founded in 2001. With no less than 550 awards to its name, Kinetic was recently ranked 5th as Design Agency of the Year 2022 at the D&AD awards. Pann Lim was also the recipient of the prestigious President*s Design Award “Designer of the Year” in 2013. However, Pann does not over-rate these accolades. He remains grounded and shares some hard truths in running a creative agency for over 20 years, where hard work and humility never lose its value. Our writer Chris Low gets some life and work lessons from Pann Lim.