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The Coffee Machine

Posted November 30, 2012 by in CEO Updates

Mr. Chong Chee Wah
Founder & CEO

Dear Readers,

November has been a very busy month for us. More trials, more enquiries and more collaborations. Certainly exciting times for us. Firstly, the very reason for the existence of our product has appeared after a long wait. Though the wait was long, it was worth it. The wait allowed us to see things with our eyes through customers trials. We get to make adjustments to our features and make our selling proposition even stronger than before. Today, our product is a killer. Our product is much stronger, much easier to use and much more feature rich than a year ago. Hence, the wait has been good.

Secondly, we got more collaborations. Interesting blue oceans that start to appear. We enjoyed the robust technical debates internally on blue oceans. This is where our culture stands out. Everyone gets involved. Everyone knows what the customer wants, everyone knows what we can offer. We discuss. We disagree. We agree. And we build upon our consensus. We believe strongly that every opportunity needs to be flashed down robustly. At least, we know at that moment of time, we have made the best decision that we could.

Thirdly, it is also becoming interesting in blue oceans as we try to adjust ourselves to see from customer’s perspectives. Quoting from Ken Duncan – “Our perspective only changes when we change our position”. Having a strong personal interest in photography, I began to grasp this concept of changing perspective. When I am engrossed in framing a landscape shot with my camera, I often made positional changes to where I was so that I can take new pictures with new perspectives. Now, I need to apply this to business. We got to change our position to see the perspectives. Sometimes, we see a clearer picture and sometimes, we don’t. We accept this and we simply need to get into a better position next time.

Lastly, to fuel our energy level, one of our team members has kindly contributed a Nespresso machine !! This has become the heart of our pantry. The exact fuel that needs to supply us energy and replenish us as we get through the day. I am happy to see my team enjoying the Nespresso machine. Beautifully designed machine with great simplicity.

The same vision that we aim and we strive to achieve for our TreeBox products. Beauty in Simplicity. The coffee machine.


With best regards,
Chee Wah