Regional roles look tidy on an org chart. In practice, Indonesia, Thailand, Vietnam, Malaysia, Singapore, and the Philippines behave like six separate businesses that happen to share a time zone band.
How I try to hold both
- —Keep the thesis regional — the reason a strategy works should travel.
- —Keep the execution local — the proof, the creators, and the price points should not.
- —Ship one shared measurement language so markets can argue with evidence.
- —Let the fastest market write the playbook, then adapt rather than mandate.
The failure mode is always the same: a beautiful regional framework that no market can actually run on Monday morning.