I’m an interweb enthusiast from Indonesia. Born, raised, and probably drinking too much sun in the country of sixteen thousand islands.
I love trees and typography. Although generally a calm presence in life, I’m notoriously brutal at Pingpong and unreasonably opinionated about coffee.
I spent 12 years building SoftwareSeni — from a small colonial house on Jl Pakuningratan to a team of 200+. In 2026, I started Synetica to do things differently: smaller, sharper, more intentional.
I write about product development, service businesses, and the messy art of building things that work.
After 12 years helping build SoftwareSeni from 20 people to 200+, I started Synetica in early 2026. We turn fuzzy ideas into build-ready product blueprints, then actually build them.
Small team, sharp focus. We call ourselves the Musang team — named after the civet cat. Resourceful, independent, gets things done in the shadows. The opposite of a committee.
Run early in the morning while the city is still silent — that is the closest thing I know to meditation. I trade my computer for my shoes whenever I can.
Currently training for my first marathon in April 2026. The goal is absurd and the timeline is tight. But that is sort of the point.
Two small humans who are significantly better at negotiation than most executives I have met. They teach me patience, presence, and the strategic importance of ice cream.
The 6-9 PM window is sacred — screens down, full attention. Everything else can wait.
I have been trying to write for years now. It still does not come naturally — every paragraph feels like pulling teeth. But I keep showing up because writing is how half-formed ideas become real.
I write about building products, running a business, and occasionally about running actual miles. Mostly in Bahasa, sometimes in English when the mood strikes.
Interweb enthusiast from Yogyakarta. Founder of Synetica. Love trees, typography, running and single origin. Slightly blurry vision, five foot six, black hair. Chicken at party, lion at Pingpong.
Inspired by Massimo Vignelli's lifelong pursuit of rational design. Vignelli believed you only need 5 typefaces for a lifetime. He designed the NYC subway map, American Airlines' identity, and Knoll furniture catalogs — all with the same discipline: reduce, clarify, dignify. Fun fact: he carried a custom leather-bound folder that held exactly 6 Bic pens.
