Situational Background

Nadiem Makarim, Gojek co-founder and public servant, blends service design, empathy, and systems thinking. He listens at the frontline, simplifies journeys, and turns purpose into clear rules and small, frequent improvements. Makarim communicates in plain language, invites challenge, and decides on time. Distinctive for social impact paired with execution, he shows how human-centered clarity and iterative delivery travel across public and private sectors.

Practical Leadership Principles

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1) Design around people.

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Policies and products should reduce friction and increase dignity.

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Behaviours to model:

• Start with user “job stories,” not features.
• Remove one step from a core flow each week.
• Test solutions with real users before scaling.

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2) Purpose that guides “no.”

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Values are boundaries you keep visible.

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Behaviours to model:

• Publish three “we won’t do” statements.
• Decline growth that harms trust.
• Tie goals to outcomes citizens/customers feel.

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3) Inclusive, timely decisions.

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Listen widely; commit on schedule.

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Behaviours to model:

• Use a one-page options memo (A/B/C with trade-offs).
• Time-box debate; state the decision rule.
• Share the rationale and first step the same day.

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Call to action

Write a one-page “problem → options → choice” note for your next decision, remove one user pain this week, and share the change with those affected.

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