At some point, I know I’ll entirely step away from corporate life. (I started my career as a junior in a global company and have now become a director level. My latest story was in my previous post.) Whether gradually transitioning into a multi-career nomad or fully committing to my own business, I’ve started to seriously explore the reality of building something of my own. For years, I kept pushing this idea into the future, but now I’m making tangible plans and running small tests.
What Should Come First in Business: The Market, the Customer, or Yourself?
People often say that in any business, the market and customers should always come first. While this is true, I personally believe that understanding yourself is even more critical. Just as it’s difficult to make others happy when you’re not happy yourself, it’s hard to sustain any business if it’s not something you can genuinely commit to in the long run.
Looking at my own tendencies, I realize that I am someone who prioritizes my own sense of purpose over mere profitability. That’s why my approach to business always starts with the question: How can I contribute to solving the societal problems that I deeply care about?
Over the years, I’ve identified three major social issues that I’m particularly passionate about:
- Environmental Pollution
- The “Korea Discount” Phenomenon
- The Digital Divide
1. Environmental Pollution
When I published my book a few years ago, I chose the Print on Demand (POD) model. I didn’t want to mass-produce books that might not even be needed, only to push them into the market forcefully. Despite spending zero on marketing and never displaying my book in physical stores, it still ranked in the top 20 of the category on Korea’s leading online bookstore and remained in the top 100 for 22 weeks. If I had heavily advertised and utilized all possible sales channels, I might have sold even more copies for sure. But for me, selling a few extra books wasn’t worth the environmental cost of overproduction, storage, and energy waste.
This perspective extends to my career choices as well. I recently considered dedicating myself to Greenpeace, believing that my marketing expertise could help drive impact campaigns. However, they were looking for leaders with government lobbying and policy-making experience, which was beyond my expertise. So I had to give up this particular path in my career trajectory, shifting towards non-profit environmental organizations.
On the business side, one idea I’ve been exploring for years is sustainable burial solutions—specifically, a composting method that rapidly transforms human remains into natural soil. While this technology already exists, cultural resistance remains high, even in pragmatic Western societies. Given Korea’s deep-rooted Confucian values, such as the culture of honoring parents both while they are alive and after their passing by regularly visiting their graves, it is likely too early for mainstream acceptance. However, as our generation moves into the age where we attend funerals more frequently and have fewer or no children, and as the environmental crisis worsens, could perspectives change? It’s a question worth revisiting in the future.
2. The “Korea Discount” Phenomenon
Before turning 20, I had never been on a plane. But in my 20s, I managed to live in Paris for a year, and in my 30s, I lived in New York for one and a half years. Ironically, living in these global dream cities made me appreciate Korea’s strengths even more. I found Seoul to be just as competitive, if not superior, in many ways.
This realization led me to start Koreagram, an Instagram account dedicated to showcasing Korea’s beauty to international audiences. It all began when I visited Osaka during cherry blossom season. I found Japan’s cherry blossoms underwhelming compared to those in Yeouido or Jinhae in Korea, yet global media and pictures on internet seemed to exclusively associate cherry blossoms with Japan. This frustrated me, motivating me to present a more balanced perspective.
K-beauty is another example. While globally popular, Korean beauty products are largely positioned as affordable options rather than premium choices. Why should Korean products only be valued for their low cost, even when they have superior ingredients and efficacy? Why can’t we command the same premium recognition as Made in France? Even in tourist-heavy areas in Korea like Insadong, high-quality Korean souvenirs are often sold at bargain prices, while cheap, mass-produced Made in China products dominate the shelves. If this continues, Korea’s national brand value will remain undervalued, making it harder for domestic manufacturers to sustain their businesses in the face of price competition.
3. The Digital Divide
Throughout history, generational gaps have always existed. But never before has the gap widened as rapidly as it has in the digital age.
A few years ago, I visited a Burger King and saw elderly customers struggling with digital kiosks, unable to place their orders. Their frustration was heartbreaking. While technology promises convenience and cost savings, these benefits are largely inaccessible to those who need them the most—the elderly, who often face mobility challenges and financial insecurity.
This raises a critical question: Must the elderly simply accept being left behind?
To bridge this gap, we need solutions that make digital benefits more accessible without forcing the elderly to adapt unnaturally. Instead of expecting them to catch up, can we use AI to make digital services more intuitive and accommodating? If we approach this challenge creatively, there is potential for meaningful innovation in this space.
Final Thoughts
Beyond these three main issues, I have also thought about addressing drunk driving by developing in-car technology that prevents the ignition from starting if alcohol is detected in the driver’s breath. While technically feasible, this would require collaboration with major car manufacturers and global regulatory bodies, making it difficult for an individual entrepreneur to implement.
For now, I remain committed to exploring business models that address the Korea Discount and the Digital Divide. Time is running out for the elderly, and the speed of technological change is accelerating. That’s why I spent last January conducting quick market tests to see if it can be doable business.
To be continued…
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