I didn't start in marketing. I started in the messy middle of actually running a business.
That's why GreatTastemaker doesn't work like an agency. It works like a system built by someone who's been on your side of the table.
The backstory
I dropped out of BINUS in my fourth semester — with a perfect GPA.
That part surprises people. I wasn't struggling. I was carrying a 4.0, competing in business plan and business case competitions, and doing well by every metric the system measured. I wasn't running away from academia. But then COVID hit, everything moved online, and the gap became impossible to ignore: the university couldn't deliver the same experience remotely. The lectures that used to push me were now just screens.
Meanwhile, outside of class, I was learning faster than I'd ever learned inside it.
So I made the call. Not out of frustration — out of honesty. The best education I was going to get wasn't going to come from finishing the degree. It was going to come from building something real.
That something became Wisdom Garut — an operation I built from zero. No team, no playbook, no safety net. Within four months, we'd grown to 47 people and were doing over Rp 700 million a month in revenue. By month six, the system was stable and performing at peak.
But here's the part that changed how I think about everything since:
Wisdom Garut was my first time seriously selling a product to a real market. And the product went viral. It was received far better than I expected. The thing is — I knew the product was good, but I also knew it wasn't the best. In Jakarta, you could find better versions at higher price points. Objectively, there were tastier options out there.
It didn't matter. It worked — because the marketing met the right customers with the right use case at the right moment.
That was the first time I understood, really understood: knowing your customer is more important than having the best product. You can build something incredible — but if you don't understand who it's actually for, and why they would care, none of it matters.
That lesson never left me.
From there, I moved into scaling retail brands — taking clients from Rp 100 million to over Rp 1 billion a month through performance marketing. Meta ads, content testing, creative iteration. Hundreds of campaigns. Thousands of data points. The systems thinking that comes from needing every rupiah of ad spend to justify itself.
And the same pattern kept showing up — just in different shapes.
The insight
Working with dozens of business owners, I kept seeing the same thing I'd learned at Wisdom Garut — but in reverse.
Back then, my product wasn't the best, but the marketing worked because I understood the customer. Now, I was meeting founders with incredible products — but their marketing didn't work, because nobody had taken the time to understand how the customer actually thinks about what they sell.
The best ones — the founders who really knew their product, who could explain their value proposition in a way that made you want to buy — they were terrible at turning that into marketing content. Not because they lacked intelligence. Because they lacked time. And because every agency they'd hired sent a twenty-four-year-old copywriter who spent forty-five minutes Googling their industry before writing something generic.
The knowledge was there. The expertise was there. The conviction was there.
But nobody had figured out how to extract it properly — and turn it into something the market would actually pay attention to.
That's the gap. Not a content gap. Not a strategy gap. An extraction gap.
The most effective marketing doesn't come from marketers who guess. It comes from someone who sits down with the person who built the product — and knows how to pull the real story out.
“Knowing your customer is more important than having the best product.”
How that became GreatTastemaker
GreatTastemaker was built on three convictions:
First — the person who talks to you should be the person who builds the strategy.
Not a salesperson. Not an account manager. Not someone who's going to "brief the team" after the call and hope the nuance survives. When you talk to me, that conversation becomes the raw material for everything we produce. Nothing gets lost in translation because there's no translation layer.
Second — speed is a strategic advantage, not a shortcut.
I'd spent years watching businesses lose momentum because their marketing couldn't keep up with their ambition. A positioning document that takes six weeks to deliver is a positioning document that's already outdated by the time it arrives. GreatTastemaker delivers a full go-to-market suite in four days — not by cutting corners, but by building systems that make speed possible without sacrificing depth.
Part of that system is AI. I'm not going to pretend otherwise. But here's what matters: AI handles the processing, the structuring, the adaptation across formats. The strategic thinking — the extraction, the positioning, the editorial judgment about what to say and how to say it — that's human. That's me.
I've built 100,000 followers in three months through organic content. I know what makes people stop scrolling. But more importantly, I know the difference between content that gets attention and content that builds a business. GreatTastemaker is built for the second kind.
Third — if it doesn't work for the business, nothing else matters.
I've run P&Ls. I've managed ad budgets where every rupiah had to earn its place. That operator mindset is embedded in everything GT produces. We don't make "content." We make go-to-market assets — each one designed for a specific stage in your sales funnel, with a specific job to do.
That's why we start every engagement with a diagnostic, not a pitch. I'd rather show you where your go-to-market actually stands — for free — and let the clarity speak for itself.
Now you know the person. See what the system can do for you.
The GTM diagnostic is free, takes a few minutes of your time, and gives you a clear picture of where your go-to-market stands. No commitment, no pitch — just clarity from someone who's been in your shoes.