Invent the Category - E703

Invent the Category - E703

Author: Jeremy Au June 11, 2026 Duration: 12:26

How do startups actually beat established incumbents? In this episode of the BRAVE Southeast Asia Tech Podcast, Jeremy Au reframes the classic David vs Goliath story to explain why startups are not underdogs. They are operators who choose the right weapon, then go for the kill shot of category creation.

Break down the David vs Goliath Reframe, where the slingshot was equivalent to a pistol and David won not by luck but by choosing speed over armor. Walk through Startup Case Studies including Oatly building a billion-dollar oat milk category from nothing in 1994, and Hon Lik inventing the vape in Shenzhen for himself, as examples of how startups experiment where incumbents cannot. Wrap up with Jeffrey Bussgang's Jungle, Dirt Road, Highway framework, using Jeff Bezos's transition from finance to Amazon as the canonical startup lifecycle example.

Tune in to find out why category creation comes from experimentation, not optimization, and why startups should invent rather than compete.

Watch, listen or read the full insight at https://www.bravesea.com/blog/invent-the-category 

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There’s a unique energy building across Southeast Asia, a sense of possibility that’s palpable from Singapore’s skyscrapers to the bustling streets of Jakarta, Ho Chi Minh City, Manila, Bangkok, and Kuala Lumpur. BRAVE Southeast Asia Tech captures that momentum by going beyond the headlines and funding announcements. Host Jeremy Au, a venture capitalist and serial founder with a background from Harvard and Berkeley, steers these conversations with a distinct perspective-one that balances the hard metrics of growth with the very human elements of leadership and personal development. Each episode feels like a candid, in-depth dialogue, whether he’s speaking with a first-time founder navigating early traction or a seasoned investor mapping regional trends. You’ll hear genuine stories about building companies, the tough lessons learned from failures, and the often-overlooked journey of staying grounded while scaling rapidly. This isn’t about presenting a polished facade of success; it’s about the real work of creating something meaningful. With over eighty thousand regular listeners, this podcast has become a key resource for anyone invested in the region’s tech ecosystem. Jeremy brings his own experiences as a sci-fi enthusiast and a father into the mix, often exploring how broader perspectives on the future and empathy shape better leaders. Tune in for practical insights on venture capital, entrepreneurship, and management, all framed within the vibrant and complex tapestry of Southeast Asia. New conversations arrive every Monday, offering a thoughtful pause to reflect on how we build what’s next.
Author: Language: en-us Episodes: 50

BRAVE Southeast Asia Tech: Singapore, Indonesia, Vietnam, Philippines, Thailand & Malaysia Startups, Founders & Venture Capital VC (English)
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