WORK
What I've built, and what it proved.
Two companies built from nothing in Indonesia, and twelve years of agency and brand work before them. Labelled as what they are, nothing dressed up as what it isn't.
CASE STUDY · SERVICEABLE
A service-training business, built on how staff actually behave.
ServiceABLE trains front-line service teams in Indonesia. The method is habit-focused: training built on each client's real SOPs, micro-behaviours practiced daily and tracked weekly, not a workshop that evaporates by Friday.
"We did not start with hiring. We started with training. Hiring became the cherry on top, because clients kept asking whether we could help them find better people."
This is service and training work, not brand-growth consulting. It is here because it shows the same operating habit I bring to brands: build the system, measure the behaviour, let the results speak.
BUILD STORY · RECRUITABLE
What building a recruitment platform revealed.
RecruitABLE was built on a simple thesis: Indonesian service businesses don't have a hiring problem, they have a signal problem. CVs say nothing about how someone behaves in front of a customer.
Building it meant getting inside how Indonesian workforce systems actually run: how people find work, what employers actually screen for, and where the gaps between the two swallow good candidates.
It claims no client outcome. It is a build story: what was made, why, and what it taught. That knowledge is now part of how I read any business operating on the ground here.
MARKET TEARDOWN · IN PROGRESS
The APAC distribution teardown.
An analytical piece on how distribution really works in this region: what the conglomerate model costs a brand in control, and what the brands doing it deliberately are doing differently. Being written now. If you want it when it's done, leave your email.
EARLIER CAREER
Agency and brand-side work, South Africa and Vietnam, before the founder years. Not consultancy clients. The grounding underneath them.