SMU Class of 2019’s SMU Salutatorian Award and CIRCLE Award Winner, Tan Rui Feng (BBM & BSocSc 2019), was a student leader who wore many hats. As a member of SMU Ambassadorial Corps (ASMU), SMU Peer Helpers, and a former Chapter Director for SMU Conjunct Consulting (a student club that rendered pro-bono consulting for social good organsations), Rui Feng found ways to give back to the community at the same time that he honed his business-related skills. In 2017, Rui Feng also embarked on an internship to far-flung Uganda, raising eyebrows amongst his peers and interest amongst the local media. After traversing various continents, Rui Feng graduated Summa Cum Laude in August 2019, and is on to his next big adventure as a consultant with Capgemini Invent. In a down-to-earth sharing, Rui Feng related how he juggled his various commitments, and recounted his SMU experiences fondly.
Rui Feng with his SMU Salutatorian and CIRCLE Awards, taken after the Opening Ceremony of Commencement 2019
Hi Rui Feng! Congratulations on winning the SMU Salutatorian Award and CIRCLE award of the Graduating Class of 2019. How was your time in SMU? What was your most memorable experience from university?
Some of the most memorable experiences I had were with Conjunct Consulting, ASMU, and my internship.
Conjunct Consulting
During the spring semester of Year 2, I was fortunate to be selected as one of five Project Leaders for Conjunct Consulting. I led a 10-week long project to assist our partner organization, a children’s home, to move towards the goal of achieving family reconciliation.
Together with my team, we crafted a visioning workshop with activities catered to the management level. As students from a management university, we had a habit of including business jargons, especially when we tried to explain what a vision was. Thankfully, our professional advisor, Mr Jonathan Khil, told us to deliver our message in a simplified manner, so that it was clear to the receiving parties. As much as we wanted to appear “professional” by using jargons, we were ultimately not there to impress the management, but to deliver impact. Until this day, his words remain as one of the best advice I had received.
Rui Feng (3rd from right) at a Conjunct Consulting Project Engagement Launch. Rui Feng was the Project Leader working on a strategy project with Gracehaven, under The Salvation Army.
ASMU
I also remember my very first ASMU tour where I had to suit up. It was a tour for four professors on the Sino-Singapore Student Exchange Programme. It was particularly stressful, because not only did I have to explain the university’s sustainability initiatives, I had to do so in Mandarin! During the tour, I made some mistakes, such as struggling to translate specific terms such as Learning Commons into Mandarin. (Editor’s note: wow, we would struggle with that too!)
However, I learnt interesting facts about Chinese universities, and it was also a great opportunity to host distinguished guests. The professors really appreciated that I spoke in Mandarin, and I was happy to have created a wonderful experience for our guests.
Internship
In my third year, I was privileged to have secured an internship in Uganda with Bidco Uganda Limited, a joint-venture between Bidco Limited (based in Kenya) and Wilmar International (based in Singapore).
I felt it was an once-in-a-lifetime opportunity to experience Uganda, and that it was safer to go with the school than to go alone. Despite being placed in marketing and sales, I appreciated the fact that the programme was structured in such a way that I was able to learn about different aspects of the factory. It was also an eye-opening experience to live in an African city!
Rui Feng (far right) during his internship in Uganda. The warm and friendly retailer requested to hold his hand in this photo taken during his market visit.
Winning the double awards was no mean feat! How did you balance your studies with your co-curricular pursuits?
I dare not say that I am the best person in balancing studies with co-curricular pursuits. Just like many others who are working hard towards their goals, I made sacrifices in other aspects of my life, like not spending as much time with my family and friends outside of SMU. With that said, three pointers helped me along the way:
- Maximizing time spent in class
I tried to learn as much as possible during class time through focusing on the lesson and clarifying concepts with the professor. In the seminar room setting, I also felt it was easier for me to concentrate on what was taught (compared to a lecture setting) because the class was smaller. Maximising my time during seminars helped to free up time from revising after class, so I could do other things.
- Using what was learnt in class outside of the classroom context
I still remember when I was taking the class on pricing, even going to the convenience store during break allowed my friends and I to practice pricing concepts like perceptual challenge (prices ending with 9 or 8 in Asia) and prospect theory. Through applying the concepts in real life, it deepened my understanding and helped to strengthen my knowledge on the area. However, this definitely could not be used all the time, because I would have been seen as too ‘nerdy’. (Editor’s note: It seemed to have worked out well given Rui Feng’s excellent grades!)
- Prioritizing what is more urgent at that point of time
There were moments where I had to make decisions that required ‘balancing studies with co-curricular pursuits’. For instance, our mid-terms week coincided with Conjunct Consulting’s mid-point presentation. As much as my team and I tried to de-conflict this dichotomy through planning in advance, there would always be last minute hiccups that forced us to make a decision between studies and Conjunct. If the work could be done within five minutes, I would get to it. However, I would prioritise whichever that was due within a shorter period of time.
To reiterate, these are just some tips I have for myself. We all make sacrifices towards what we want to work towards.
At the start of each semester, all consultants past and present come together for the Conjunct Consulting's Chapter Address. As Chapter Director, Rui Feng (front row, 2nd from right) shared with the Chapter some of the upcoming key initiatives during the session pictured above.
What are some values that you hold dear, that may have guided you through your university journey?
Some of these values that I hold dear include excellence, commitment and humility.
Excellence is the most important to me because I believe in pushing myself to limits and delivering work that surpass expectations. Living by the principle of not living regrets, I want to maximise the things I do. As such, I chose to push my limits by taking three majors within 4 years, taking on leadership appointments to develop people and delivering work that is beyond what is necessary, especially for external stakeholders. Similarly, commitment is important because in order to maximise things I do, I need to be committed to the decisions I have made.
I remember facilitating a trail for the Thought Collective and one of the activity is for the participants to have a conversation with the residents in a rental flat. Often, we would think that we were the ones ‘giving’ in terms of donating, spending time to accompany them or providing an act of service. However, what I have learnt was that they are also ‘giving’ us their narrative in terms of sharing their experiences. As such, humility plays an important role to remind us that there is always something to learn from others.
There were other values that have guided me throughout my university journey. By gaining clarity on the definitions of these values as I move along the journey of life, I am able to draw distinctions for myself what are important for myself. Hence, I hope for these values to act as a GPS for myself when making personal decision. 
In a photoshoot for ASMU's annual recruitment drive in 2018, Rui Feng represented Conjunct Consulting with its symbol of the heart.
What are you most looking forward to job-wise, now that you have graduated?
I am working as a consultant at Capgemini Invent under the Future of Technology capability unit.
Having interned at Shopee as a product manager, I have seen how technology could enable people to do more than what they thought they could. Within my capability unit in Capgemini Invent, we are looking at how to help businesses capture the possibilities of emerging technology. I am excited to learn how technology can be used as an enabler to help companies achieve their mission.In addition, the working environment for consulting is dynamic. Being able to work with the colleagues from different parts of the world, I am privileged to learn from them through their vast experiences, be it personal or professional. Ultimately, I hope to use these knowledge and create social impact.
How do you think you have transformed as an individual, after going through four years of SMU education?
Before entering SMU, I took the school as a sandbox where I could play and fail in without severe consequences. I also believed in experiential learning so I wanted to participate in different kinds of activities.
After going through four years of SMU education, I have gained a few kgs. J That aside, I feel that I have become more confident and eloquent. Through the school, I managed to travel to six countries across different continents, create impact in the society through projects, and learn more about myself. Through interacting with people from other countries, I feel like my world view had expanded and it has prepared me for working in a multi-national working environment. I feel like there is more I can do for our society with the knowledge I have gained and I hope that one day, I will be able to contribute.
Rui Feng (back row, 4th from left) at the ASMU Investiture 2019
In your life, what is the best advice you have received?
Apart from the advice from Jonathan mentioned above, I remember the wise words by my mother, from the day before I received my ‘O’ Levels results. At that time, I was worried that I would not do well. My mother told me, “Even if you do poorly, you can still enter polytechnic courses. If you cannot enter polytechnic courses, you can still go to ITE, which is near to where we stay. You can walk there and save on transport cost.”
I laughed, and thought to myself that she was right. The idea of failing could be quite daunting, but I feel reassured as the alternatives were spelt out. In life, there would always be alternatives, so do not be afraid to fail now and then.
How did you feel when you received the news that you were named the Salutatorian and CIRCLE Award winner?
I was really honoured and happy. I did not expect that I would be chosen as the Salutatorian because I felt that there were other candidates who were more suitable. On top of that, I felt that I got nervous nearing the end of the interview, making some of the answers not as coherent as I wanted it to be. I am thankful to the panel of interviewers who decided to award me with these prestigious titles.
As I was overseas at that point of time, I called my mum and told her about the news. However, her reaction was rather neutral then. When I returned back to Singapore, however, I could tell that my parents were quite proud and excited. They would ask me what they should wear for the Commencement Lunch. I am glad that I have made them proud.
Rui Feng at Commencement 2019
Who were the most important group of people who have supported you through your university journey?
My family were definitely the most important group of people who have supported through my university journey. Despite their unfamiliarity with the university system, my parents have never limited my choices because they raised me to pursue my dreams. I am thankful for their unwavering support.
As it could be difficult to explain the difficulties and challenges I faced in school, I am glad that I was able to confide into some of my friends in school. Their knowledge and wisdom provided clarity for me to overcome these challenges and inspired me to do more.
The SMU staff and faculty were empathetic and understanding in what an SMU student would go through. Regardless whether I knew the faculty or staff, they were willing to offer a helping hand. For those whom I had prior relationship, I am grateful for all the help and advice they had provided. I appreciate their effort in nurturing every student they have contact with.
Rui Feng (left) receiving the certificate from Dean of Students, Prof Paulin Straughan, as part of the graduating batch of ASMU.
You may also be interested in the story of: Class of 2019's SMU SPH Valedictorian and DBS Bank School Valedictorian for SOA, Eugene Tan (BAcc & BBM 2019). Check it out here.
