Writing
Essays on growth, retention, expansion, and the things operators learn the hard way. Updated when something is worth saying.
JUNE 2026
Running Gojek's regional expansion across Singapore, Thailand, and Vietnam taught me that distribution isn't a channel plan — it's a theory of why someone adopts your product in a specific context.
Read essay →JUNE 2026
AI makes the right growth motion faster. It also makes the wrong motion faster. The $65B is a bet on the shovel — most teams still haven't figured out where to dig.
Read essay →JUNE 2026
Benedict Evans called AI a 1997 internet moment. He's right. But adding AI to your existing workflow isn't the shift — rethinking which parts of your acquisition logic break when AI is everywhere is.
Read essay →MAY 2026
Activation feels like the lever because it moves. Retention is the ceiling that defines unit economics — and almost nobody names the behavior driving it.
Read essay →APRIL 2026
What changed when we stopped treating vouchers as margin leakage and started designing them as the activation loop itself.
Read essay →APRIL 2026
The cleanest attribution dashboard I ever built told me the wrong story for nine months. The lessons cost real money.
Read essay →MARCH 2026
Most playbooks I see for SEA market entry are European playbooks with the names changed. Why the unit economics break and what to do instead.
Read essay →MARCH 2026
How I cut a $10M+ marketing budget by a third at GOJEK while growing new user acquisition YoY.
Read essay →Stay in the Loop
I post twice a week. Tuesday is tactical, Thursday is reflective. Follow there if you want them as they land.
I respond within two business days. No discovery-call gauntlet.
Email Andre →