Business Strategist Venture Builder Creative Marketer
I build ideas into things that matter.
Business strategist, venture builder and creative marketer working at the intersection of entrepreneurship, storytelling and human-centred innovation.
Perspective changes what we see.
Stories change what people understand.
Strategy changes what becomes possible.
I build at the intersection of all three.
One company built to make ventures. One venture built to help more people start theirs.
A human-centred venture builder.
Erben Group starts from a simple belief: the most valuable thing a company can build is something that makes people feel more alive. Every venture begins with the person it is meant to serve, then works backwards into strategy, brand and operations.
Co-founded with Ernest Chua in Singapore. WhereWeBegin is its first venture; the next is in development.
Building the starting line.
Most support for founders arrives after the hard part: once there is a company, a deck, a round to raise. WhereWeBegin works at Step Zero: the moment someone has an idea and no clear next move.
Before accelerators. Before fundraising. Before polished pitches. Real founder stories, practical playbooks and a community that turns “I have an idea” into “I know what to do next.”
WWB Media (opens in a new tab) Brand storytelling for startups and small businesses
Find the problem behind the problem.
Make people care.
Ideas aren’t valuable until they move.
Ministry of Home Affairs
Storytelling for an institution
The Writer’s Room · HYPE Singapore, The UrbanWire
Editorial leadership
Sedifly
Go-to-market & operations
Erben Group / WhereWeBegin
Venture building & ecosystems
Journalism, photography, video and publishing were my first training in strategy. I just didn’t call it that yet. Every story is a set of decisions about attention: what to lead with, what to leave out, and who it is really for.
I now apply the same principles to brands, businesses and ventures. Positioning is a story about who something is for. Go-to-market is a story about why now. A new venture is a story people have to believe before it is true.
The same instincts, applied for founders. WhereWeBegin’s studio arm: strategy, short-form video, photography and web for startups and small businesses.
See WWB Media (opens in a new tab)What does someone need before they are ready for an accelerator, and who is building that?
How does a young company grow into new markets without outgrowing the way it works?
How do you make the work of a large institution feel like it is about people? Because it is.
A lot of good ideas don’t fail. They never start. The person holding them didn’t have the room, the network, or an example of someone like them who tried.
I’m interested in moving that starting point: giving more people access to opportunity, exposure to how things are done across borders, and the practical tools to turn an idea into something real. Entrepreneurship is one way in. A change in perspective is often the first one.
More to dream. Less to worry about.
That’s the world I’m interested in helping build.
