In the AI era, consistency is underrated

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In focus

• Thu Huong Le on why consistency still matters in an AI-first world
• What a decade of investing in Indian consumer brands can teach founders and investors
• We track an elusive cohort of Chinese founders in Southeast Asia so you don’t have to

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Hello reader,

Though it’s old news by now, Spain’s World Cup win reminded me of the importance of consistency.

Spain came into the tournament as the reigning European champion but still flew under the radar. Most of the media attention went to Messi’s final World Cup and France’s Kylian Mbappé.

Still, Spain somehow finished this campaign unbeaten. It did not rely on one superstar – though Lamine Yamal came close – but rather focused on the team, the system, and the discipline of all of their games.

The power of doing the same things well again and again was the main message of James Clear’s Atomic Habits. That said, reading the book is one thing, putting it into practice is another.

When my Garmin watch broke for three days, I couldn’t muster up the motivation to hit my goal of 7,000 steps a day. So who am I to talk about consistency?

I’ve also realized that to be consistent, you need to accept that much of the journey isn’t glamorous. Some parts are simply dull or include moments you want to forget. For me, it’s finishing my step goal on a treadmill. For Spain, it was years of falling short before finally winning the World Cup for the second time.

Staying consistent in this AI-first world is even harder. You always feel like you’re missing out on something, whether it’s learning a new skill AI can’t replace or talking to more people in the industry.

So this week, I’d like to highlight our interview with Fireside Ventures founder and managing partner Kanwaljit Singh, who has spent the past decade backing one Indian consumer brand after another.

One insight I took away from the conversation is that there’s still plenty of room to build enduring consumer businesses, as long as they solve a deeply personal consumer problem well – whether it’s hair growth, skincare, or sleep.

I would also suggest our readers to take another look at our updated list of Chinese founders making waves in Southeast Asia. While some have been making global headlines, many others prefer to keep a low profile. That’s partly their style, but it also may reflect a belief that consistent execution matters more than constant visibility.

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Editor’s picks

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Short cuts

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Quote of the week

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