Kevin Aluwi

Clear individual accountability for decisions is superior to communal decision-making for maintaining execution speed.

"One relatively minor thing that I thought had a lot of impact with execution is being very clear that whoever is accountable for the results should also be the decider. I found that a lot of literatur..."

Effective messaging builds relatability by reflecting local cultural observations and maintaining a self-aware, non-corporate tone.

"We were the first company of scale to have ads that don't take ourselves too seriously. We make fun of ourselves, we make fun of our cultural observations of Indonesia. And again, to just build this o..."

Brand is a critical pillar for consumer businesses that creates identity-based loyalty beyond transactional utility.

"I'm a very big believer that the two most important things in a consumer business are product and brand in that order. And I don't think I need to sell the idea, especially to your audience. That prod..."

Branding is the sum of all customer touchpoints and requires consistency across copy, design, and service experience.

"I think for us, we invested a lot in our brand across multiple areas. And I think one specific area that I think is really important is that you create consistency across all customer touchpoints. And..."

Physical branding assets are most effective when they simultaneously build brand recall and demonstrate the product's value proposition in real-time.

"The jackets and helmets piece I think is really, really important for two reasons. One, the more obvious reason, which is that because they were just all over the streets of many cities in Indonesia,..."

Product vision should be rooted in unique local market dynamics rather than simply cloning successful global models.

"Don't just copy, because Gojek was not an Uber clone, even though that was kind of how some investors or analysts talk about us, we were focused on a solution that was uniquely an Indonesian phenomeno..."

Immersive user research (dogfooding) is essential for building the empathy required to advocate for critical user-centric features.

"I think I just wanted to understand what that role was like to build a lot more empathy towards the job and make sure that our product was catered towards what those needs were... this is eventually w..."