What’s In My Bag



For decade I am a firm believer in messenger bags over backpacks, preferring the tradeoff of easy access over sore shoulder. I have several messenger bag around, but this ForuForm is the one that you can mainly spot on my shoulder for one main reason: the space is limited, so I can’t put too many things in it. It also help that it looks nice, have a pretty good build quality, and quite cheap (I get it for $35 in AliExpress Black Friday).

Macbook Pro Retina 13 – Inch (Early 2015)

This is my main computer, and its pretty darn good. It feels really useful with a lot of connectivity, elegant, and has a serious power. I think its one of the best laptop that ever existed, even better than the current MacBook Pro Touchbar, as I don’t need to bring extra dongle with me.

Iphone 6S

The last iPhone with headphone jack. It heavily cracked as at one point I fell into small canal in the middle of a night. The battery is abysmal now, and can only last for 15 hours. However its still pretty fast and delightful. I wish to keep using this phone until 2019.

Muji Dotted Notebook + Uniball Sigmo

An absolutely deadly duo. Uniball Sigmo pen flow feels supremely controlled but with plenty of freedom to roam free on the paper. And the Muji Dotted Notebook is humble, simple and effective. Both of these item is very reasonably priced – at $2, Uniball Sigmo is practically stealing.

Jabra SMART Bluetooth Headset

My coworker called it Dorky and ridicule me as she think I looks like Deddy Dores, but for some reason I feel really cool when I’m wearing it as I thought it looks like stethoscope. The sound quality is mediocre but the microphone is nice, and bluetooth chip is stable – compared with Anker one as example. I tempted to try AirPod, but can’t stand the looks.

Cable Organizer

To be chaotic at work, you have to be tidy with your tools. I use this leather organiser to hold some miscellaneous things that I need for work. It contain iPhone cable, Micro USB cable, Logitech presenter, 8 GB ADATA flashdisk, and Urban Fun earphone that I use when my Jabra running out of battery.


  • Name Card. I print it from McMurs, a very nice letterpress printer in Yogyakarta.
  • Starbucks Card (horrible coffee, great wifi).
  • Spare key.
  • Mandiri & BCA Token.
  • Finally a Baby Shop member card. Yeah, I’m that kind of dad who sucker for 5% diaper discount. Don’t judge me!

Taking Care Yourself


One thing I learn is that taking care yourself is one of the best thing you can do to keep your work standard high.

If you judge your output by your tiredness, then you do it wrong. Nobody care how much busy you are, or how tired you are.


Management Culture in Indonesia


Guide for foreigner working with Indonesian:

  1. The boss is director, not facilitator. While being egalitarian is a very good trait to have, people here prefer you prepare something before meeting.
  2. Be clear about your expectations. Ask them to prepare 3 ideas to you before tell them what your opinion is, ask input before make decision, ask them to ask you before you ask them, ask all the time. Its not that Indonesian lazy and doesn’t initiative, but thats just how we work.
  3. Be careful about what you say. Event passing idea sometimes can be perceived as you already made decision.

Meeting Manifesto

  1. It’s necessary evil. Get used to it.
  2. Don’t be rude. Left your phone. Close your laptop.
  3. Bad meeting schedule is worse than bad meeting.
  4. Keep it shorter than 1 hour.
  5. Make a note. Assign time and people who responsible for a particular subject that you discuss in the meeting. Share the note afterward.


How Long You Will Stay Here

It was May 2017. You walk out the office with Dion and went to Bu Angkringan food stall near the security post and sat together. He ask for coffee and you went with your favorite double lime.

“Do you know that he would do that?” Dion asked you without warning.
“No idea,” you said.
“Apparently he intend to do it all this time, and probably would look for other guy.”
“Whoa.” you shook your head and look at him in disbelief.
“Its true.”

You discuss about it with him for a more couple of minutes. The blazing sun scorching the ground with menace, but there is a strange feel of comfort to talk while you are not in the office building. It made you feel detached a little bit from the work and become everyday person. Not a worker, not a role, not a man in mission. Just you.

“How long you would work here?” Dion shoot again.

Taken off guard, you pause for a moment. “I don’t know”.
“Huh” Dion reply back.

You know you don’t know. You have this common 21st century experience where you never stay in the same place for more than two year. Its what this generation taught you : fight the stagnation. Don’t embrace status quo. Keep moving and changing. Keep shaking things and you will feel young all the time.

You already have five different company in the last 10 years. Five. Thats you go against inertia isn’t. Its what you ought to do. And if that’s five would change into six – or more, then its normal.

The wind start shifting and you take another sip. Delicious lemon, you thought. Since when you keep having this double lemon thing? You can’t remember but you do know that you’ve been in SoftwareSeni for 3 years. Thats quite a long time in one company huh?

It was a soft and gentle reminder that the last 3 years is a time well spent. The team is fantastic, you drive the standard and culture moving forward, and you amass tons of knowledge while being here.

Wait. Is it you just being in your comfort zone, you cringe again? 5 roles though. While its been 3 years, you have five different role along that years and witness a lot of change within that time frame.

“I take it back, I will stay here in a very very long time”.

You take another sip on the lemon and shake the glass with a hum. Not a too shabby three years and you have that feeling that you are just about to get starting.

Selling B2B Product

With all the tools you have nowaday you can mapping the journey, identifying barriers, designing prescriptions, and tracking progress. With those in hand, you should help customers considers not just what to buy but how and this attitude reflected in two things:

  • You should avoid focusing on getting customer to buy from you and instead concentrate on how customer make purchase decisions. This might be like a minor distinction but its actually profound one and fundamental to the B2B seller practitioner.
  • You should tightly align your sales and marketing teams to support the customer journey from start to finish – breaking down the historical barriers between those functions in the process. As a result you would create consistent and relevant tools, messaging and guidance to shape and simplify the purchase journey, drives sales and ultimately increase customer loyalty.


At the outset of building organization with a lot of young people, you’ll find that people make mistakes all the time. You know that it’s natural and you wonder whether your younger days might do worse than them. You imagine yourself as a great older brother with a soft voice and let it slide, thinking ah these young flock would do better next time.

After few years, you will see the same things happen, people keep make mistake if you let it slide and if they don’t know what your expectation is. And you realize something. Its not about the talent, its not about the pay grade, its not about experience. You let down yourself by not demanding excellence from your team. You don’t singing the high standard you set for them and you treat people as some fragile glasses that would break down under a slight pressure.

You promise to yourself that you won’t let them to not realize their talent, that people can and should strife for excellence, and you are willing to pay for it.

Decision and Answer

When you are manager, you will learn that you won’t have all the answer. Each day you would make decision and only 60% – heck maybe only 55% which will be a good one. Keep digging the wrong answer and convince people you were right all this time will badly backfire at you, so you have to able to recognize bad decision and adjust from that.

How you know that you make bad decision then? Give a good questions. The better the question you gave, the better the answer you will get. In fact, the questions might be more important than the answer itself. This is because people naturally tend to give information that you love to hear and keep the information that they know you don’t like to hear for themselves. Unearth the last one is a tricky part of your role.


Money is not Scarce

The era of scarce capital is gone. You should move away from making big bets over the course of many years and start making numerous small and varied investments, knowing that not all will pan out. Learn to quickly spot – and get out of – losing ventures, and aggressively supporting the winners. Nurture them into a great one.


Someone from Yogyakarta. Love trees, Mario Kart and letter G. Blurry eyes, five foot six, black hair. A husband, father, managing director, day by day – in that particular order.