What particularly excites me the most is how sophisticated the human brain is and that there are two aspects of marketing that fascinate me the most. First, consider the concept of consumer logic, which can be both rational and irrational. Second, the challenge of persuading and convincing consumers always necessitates optimisation—so you're optimising for something that is both rational and irrational. In order to bring ideas together, impact an outcome, optimise and scale on future growth, and connect with clients or your team, you must connect with the entertaining irrationality of their logic. I utilise the same mindset in both marketing and leadership.Outside of work, I have this constant need to globetrot. You could plant me down in my own city and I’d make an adventure out of it. Some days you see me oversharing my life through honest content on social media (@kymah)– oh, I just started being on Tiktok and would count myself as a ‘Millennial keeping up with the Gen-Z trends’. My friends call me a Kymcyclopedia and I start to wonder if they know that Google.com exist instead of texting me to ask, “recommend me something new”. Occasionally, you’ll see me working my way through every recipe in my Gedung Kuning family’s cookbook. Other than trekking or doing yoga, I am a wedding tray stylist and founder of The Dulang Story (@thedulangstory).Quote to live by: "Think bigger, braver, and bolder. The biggest missed opportunity in content marketing is playing it too safe." — Ann Handley