Coaching as comrades
I spent 16 years building Tech in Asia, from 0 to YC to exit. Now, I work with ambitious founders to get unstuck: From 0 to 1, and 1 to 2. We’ll work through challenges together and find a clearer way forward. ✌️
Book a callRates & times on Intro. 20% goes to charity. (opens in a new tab)I keep work to about 10 hours a week so I can be a present dad and husband. Slots are limited.
Who it’s for
Founders going from 0 to 1, or 1 to 2. You’re probably the top person in the company, and there aren’t many people you can think out loud with.
I’m probably not a fit if you’re looking for someone to make the decisions for you.
What we can work on
- Getting clarity on your ideas, thoughts, or path. Mission-driven founders
- Going deep into root causes. My debugging process
- Building an MVP smartly and cheaply. The boring ways I use AI
- Getting your first customers. A founder asked me to review her user interview Qs. Here’s what I told her.
- Product, design, GTM and biz dev. What I did at TIA
- Leading people through hard stretches. There’s no such thing as a perfect layoffA letter to founders who are burning out
How it works
What should I bring?
A challenge, the context, and what you’ve tried. Missing data, too many paths, strong emotions, or a skill you haven’t learned yet. All is good.
What does “comrades” mean?
We work through challenges together, on equal footing. I’m friendly and candid, and open to your feedback too. More about me in my user guide.
What will I leave with?
A clearer sense of your options and where to go next. I can share concrete examples or help draft a plan. You own the decisions and execution.
A bit about me
I made a lot of mistakes along the way at Tech in Asia. If I did it all again, I’d do it just kinder.
These days I’m building small things at Slothware Labs (opens in a new tab), angel investing a little, and spending lots of time at home with my 3 kiddos.
After my 9-day meditation retreat, a few things got clearer. One of them: I really enjoy helping founders get unstuck. I didn’t use to. Now it sparks joy.
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Le Yi (opens in a new tab) “I’ve had the chance to be advised by Willis, and what stands out most is how much time he spends understanding you before offering anything. He asks sharp questions about where you are as a founder, why you’re doing what you’re doing, and what actually drives you. He’s been a founder for over a decade and exited his company through a significant acquisition, but there’s zero ego in how he shows up. He’s down to earth and genuinely generous with what he’s learned.
He also doesn’t sugarcoat. He’ll name the elephant in the room and tell you what you need to hear, not what’s comfortable. That’s rarer than it sounds.
For me, the biggest shift was how I approach customers. I used to come at it purely from a sales angle. Willis pushed me to actually understand how my customers think, and taught me the mechanics behind real user interviews. That changed how I run my business.”
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Mariana (opens in a new tab) “Willis was wonderful — practical and really listened. Great insights shared!”
Not sure yet? See how I think in 18 essential reminders from one founder to another or 10 lessons from 10 years of Tech in Asia. Or read my flaws first.