5 Things You Need to Know About the One Marketing Question That Built a 30-Year Business

When Julia Huang founded Intertrend Communications in 1991, multicultural marketing was barely a whisper in the advertising world. Yet her agency grew into the most award-winning Asian American advertising agency, thriving for over three decades. The secret? A single shift in the marketing question she asked. Here are five essential insights from her approach that can transform any business.

1. The Question That Changed Everything

The pivotal moment came when Huang stopped asking, "How do I reach this audience?" and started asking, "What do they need?" This subtle reframing turned her focus from broadcast-style messaging to genuine problem-solving. Instead of pushing products, she began listening to the Asian American community’s unique cultural nuances, language preferences, and unmet desires. The result was advertising that felt like a service rather than a sales pitch—and clients noticed. This question became the backbone of Intertrend’s strategy, leading to campaigns that resonated deeply and won industry awards. As Huang told Entrepreneur, the shift unlocked a level of trust and loyalty that standard marketing couldn't achieve.

2. Why the Timing Mattered (1991 Wasn’t an Accident)

Launching long before “multicultural marketing” was a recognized category gave Intertrend a first-mover advantage. Huang saw that Asian Americans were an underserved yet increasingly influential demographic. By entering the market early, she avoided the noise of later competitors and established deep community roots. However, timing alone wasn’t enough—the question “What do they need?” guided her to build a culturally competent team and develop authentic messaging. This early start allowed Intertrend to refine its approach through trial and error, creating a playbook that newer agencies would later envy. The lesson: don’t wait for a trend to be validated; ask the community what they need now.

3. How the Question Drives a Results-Obsessed Culture

Intertrend prides itself on being “the Most Award-Winning Result Driven Asian American Advertising Agency.” That focus on results isn’t a slogan—it’s directly tied to Huang’s core question. When you start with needs, you measure success by impact, not output. Huang insisted on data-driven metrics tied to community engagement, brand lift, and sales conversions. Her team didn’t just create ads; they solved business problems. This mindset attracted clients who valued effectiveness over flashiness. It also fostered a culture where every employee understands the why behind their work. The takeaway: reframe your marketing question, and your entire organization will naturally prioritize outcomes over activity.

4. Building Authentic Relationships Over Decades

One of the reasons Intertrend has survived—and thrived—for over three decades is the trust it built by consistently answering “What do they need?” Huang didn’t treat clients or communities as transactions. She invested in long-term partnerships by delivering culturally relevant work that respected traditions and modern realities. For example, campaigns often blended English with Mandarin, Korean, or Vietnamese, using imagery that felt familiar rather than tokenistic. This authenticity earned Intertrend repeat business and referrals, creating a sustainable growth loop. The lesson: ask the right question, and you’ll build relationships that weather economic shifts and industry changes.

5. Applying the Question in Today’s Diverse Landscape

Huang’s approach remains just as relevant now as it was in 1991. In an era of hyper-targeted digital marketing, the temptation is to ask “How do I capture their data?” or “Which platform reaches them?” But the fundamental shift to “What do they need?” cuts through the noise. Modern marketers can apply this by conducting deep qualitative research, co-creating with community leaders, and measuring success through customer satisfaction scores. Intertrend’s longevity proves that a single-minded focus on serving needs—not selling messages—is the ultimate competitive advantage. Start with that question, and your business can thrive for decades too.

Julia Huang’s story shows that the smartest marketing strategy often begins with a simple, powerful question. By reframing how you see your audience, you unlock a blueprint for enduring success. Whether you’re a startup founder or a seasoned executive, take a cue from Intertrend: stop asking how to reach people, and start asking how to help them.