As the Founder and Managing Director of DOUBLESTAR CO, Jye has been a catalyst for transformation, building the boutique brand agency across three countries and up to a dozen staff. Under his guidance, DOUBLESTAR CO has evolved from a boutique brand agency into films and digital design doubling the business twice in two years.
At Vibewire, Jye, as President of the Board, has redeveloped the organisation with a strategic pivot, steering it towards new horizons of success and relevance. In his roles at Redengine SCC, PwC’s Experience Centre in Hong Kong, and Weber Shandwick, Jye excelled in cultivating creative and commercial work environments. Furthermore, his tenure at Weber Shandwick was marked by groundbreaking achievements in digital innovation, where he founded and led the development of the digital offering across Asia Pacific, establishing six digital studios and overseeing 11 digital market teams.
Above all, Jye is a leader of people, a designer of culture, and a builder of businesses. His passion for nurturing talent and crafting empowering work environments has left a lasting impact on every organisation he’s touched, cementing his status as a visionary in the business world.
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Here we sit down with Jye to learn a bit more about his journey as an entrepreneur.
Q. What inspired you to become an entrepreneur?
Jye: I’ve always developed ideas into realities – whether it was way back in high school launching not only local bands but also merch and design for them, it’s never really been a ‘choice’ but something that I felt compelled to do. When I got older people called it entrepreneurial spirit, but honestly, I couldn’t stop it if I tried.
I think it’s closer to creativity – for any creative, it’s not something you turn off, or just show up and do – it’s a compulsion.
Q. How did you get started?
Jye: With regards to DOUBLESTAR CO, I developed the idea originally as a branding and podcast business back in Hong Kong before I came back to Australia. I was seeking my next challenge post-consulting world and heading back into advertising land.
DOUBLESTAR was always a monicker I’d used to describe creativity and strategy – both of which have a certain type of gravity, the same thing that connects binary star systems.
But it wasn’t until I’d left Redengine as GM and where I worked with Baptiste David that I felt truly able to launch it. With Bapt as my right hand, leading the art, creative and design part of the brand, we were able to develop our own design language and our beliefs (misguided perhaps?) and build the foundation of a business that would grow exponentially.
Q. What was your biggest startup challenge? What steps did you take to overcome it? What did you learn?
Jye: The biggest challenge has always been within – how do you manage yourself as a person, as a leader, as a responsible business owner? It didn’t matter if it was a financial decision, a creative decision or even a cultural one, all of these things you feel as a leader and founder.
Whether the wifi is slow, someone has personal challenges, or you’ve just got a real dickhead of a client – it’s all up to you. At least that’s how it feels. Sometimes you react, rather than reflect on what should be done.
The way I overcame this was through mentorship. The best advice I ever had was from John Du Vernet, who always told me to “ride the middle” – which meant no matter how bad or good things got, I had to remain composed and aware. Sure, enjoy yourself, and yes, keep yourself in line, but never get too high or too low.
The other thing I learned is more cynical and that’s trust no one. It doesn’t matter if people have the best intentions or if contracts have the tightest of clauses, you can’t ever leave it to trust. You need to do the work, earn your role as a leader and manage the risks.
Q. What is the most memorable thing you’ve done since you started your business?
Jye: Opening an office in the Philippines felt surreal. We have built a great team up there that feels like our Sydney team and being there felt like I’d done something a little special. We were sitting around a big table eating together at a local restaurant in Cebu, and I just had a huge moment where I took it all in and let myself feel really proud.
Q. What is one book you recommend, and why?
Jye: “You Can’t Win a Fight with Your Client” is an old book now, but it helped me shape the business around service instead of ego which I think it the big downfall of most agencies.
Q. What are your top 3 favourite online apps, tools or resources and what do you love about them?
Jye: It’s boring but my iOS Calendar – I can bring in the plethora of emails and my partner and I share a social calendar.
ChatGPT: It’s ideal for structuring, formatting and synthesis. I use it every day.
Xero: No idea what anyone did before this tool. I love it.
Q. In terms of legacy, what is the mark you’d like to leave on the world?
Jye: I want to have helped several individuals who I worked with achieve what they want to creatively, both professionally and personally. If someone remembered something I taught them, I’d be happy. Very happy.
Q. In one sentence, what’s the best advice you’d give to someone just starting out on their entrepreneurial journey?
Jye: You’re worth more than you realise.
All entrepreneurs need to realise that just because they find something easy, doesn’t mean it has immense value.To keep up to date with Jye and his journey, connect with him on Instagram.