I am an everyday human whose work revolves around understanding and relating to the lives of other everyday humans.
I believe that the ultimate goal for any business endeavour should be towards the end goal of positively impacting a fellow human being. Not in an altruistic way, but because that is the only way to achieve success as a business. When you solve a problem so well for a fellow human that they would go to no one else but you to solve their problem, you have in essence gained a willing customer.
These problems can be big or small. ‘Now’ problems or ‘Big Future’ problems. Utilitarian or emotionally-driven.
My work is to help you figure out what it takes to acquire these willing customers and keep them.
To gain the skills and expertise to do this work well, I’ve spent more than a decade leading strategy scopes in various creative agencies for clients like HP, Visa, Friso, Johnnie Walker, Grab, Google, Carousell and Uniqlo. I have experience spanning more than 15 different categories across Asia. While the strategies and tactics may differ across each business, the underlying first principles do not change. Even though technologies like the Internet and AI have transformed the lives of humans, fundamental human behaviours and the psychology behind how we make decisions aren’t going anywhere soon (it took us 7 million years to go from chimpanzees to the bipedal entities we are today!).
Having said that, I’m someone who believes in seeking growth through discomfort. So a few years ago, I made the unwise decision to jump into the depths of blockchain technology by joining ARC, a technology startup founded by Elroy Cheo, Kiat Lim and JJ Lin. In the years since, I’ve helped built a private membership community token-gated by NFTs, led the transition into its new chapter of growth as a venture-builder and learnt a lifetime of lessons from the founders and builders in this space.
This unique combination of chapters in my career has helped shape me into a strange centaur of sorts. I am as comfortable in a boardroom holding conversations with C-suite executives as I am rolling my sleeves up in a start-up with fellow team members at an industry event. I am confident in my judgement in situations of uncertainty and know how to work my way around blank canvases as long as I have a clear destination in sight. I navigate complex organisations with highly-matrixed structures through a robust toolkit of storytelling and communication skills that I have honed over the years.
I have a strong bias for action and people who have worked with me long enough know that I have a very low tolerance for BS.
If you sense a kindred spirit in what I’ve shared above, you can find me here.
Jaclyn Lee 