Kevin Aluwi

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 product is absolutely critical and probably the most important. But brand as an afterthought is definitely one of the areas where I think there's a giant missed opportunity for consumer tech businesses.

Great brands create associations in their customer's minds that transcend the typically transactional or utilitarian one that most people have with businesses and they become part of one's identity.

You create consistency across all customer touchpoints. And so branding is not just cool logo, cool advertising, fun imagery, but it's really about the impression that a customer or user has with your product and with your business.

Being very clear that whoever is accountable for the results should also be the decider. I found that a lot of literature out there says that product teams should be this communal best ideas come from everywhere group, which I think is well-intentioned and absolutely everyone should contribute ideas, but I think not having it be super clear who is accountable and who is deciding often slows down execution a lot.

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 phenomenon, the motorcycle taxi driver.