HOMEMADE STORY CO., LTD

In the world of branding and marketing, there’s often a clear divide between the strategist and the executor. One crafts the map; the other drives the journey. But what happens when those roles collide — when the strategist has also been the doer?

Well, I’ve learned once i’ve been through it myself, that that’s where real insight begins.

I’ve lived on both sides of the table. In my years in agency and corporate, I wasn’t just developing brand strategy or building toolkits for others to execute. I was also the one who went out there making it happen — launching campaigns, leading cross-functional teams, rolling out initiatives, and steering commercial impact across the finish line.

That blend of thinking and doing taught me something invaluable:
A good strategy looks great on paper. A great strategy survives the mess of reality.

Because the truth is — no matter how solid your plan is, change will come. Budgets shift. Markets and Competitors move. Team capacity fluctuates. Unforeseen challenges arise at every stage of the campaign. And that’s exactly where your growth as a strategist happens.

Leading execution made me sharper, more empathetic, and more realistic. It helped me understand that success isn’t just about designing the perfect brand world — it’s about navigating the imperfect and finding the sweet spot where your brand can thrive in.

To deliver results, you need more than frameworks. You need adaptability, the decisiveness to make smart calls under pressure, negotiation skills to align teams and stakeholders — fast, and you need critical thinking to keep your eye on the goal, even when the path shifts.

Looking back at my journey, I truly appreciated the multitude of on ground experiences. Because today I bring this outlook into every client relationship. Strategy is our starting point — but execution is where we pressure test it, evolve it, and prove it works, and my role is to help clients to be sharper at leading the execution to drive them to their goal.

If you’ve ever felt the disconnect between planning and doing, I see you. But I also invite you to lean into both. Because when you’ve walked the talk, your strategy doesn’t just sound good — it works.