In today’s competitive landscape, scaling a business is no longer just about speed—it’s about building the capacity to grow sustainably. At the third and final part of the SX New Champions series at SX2025, the session “Business Growth by Capacity Building” brought together founders from Maguro, Tofusan, and Promom to share how clarity of purpose, empowered people, and strong systems can drive long-term success.
From Systems to Sustainability
For Maguro, the turning point came around 2018 when the company began thinking about their future. “We started asking how to make our business survive for decades,” shared Ronnakad Chinsamran, Director & Co-Founder of Maguro Group. “That’s when we came back to the word sustainability.” To compete globally, Maguro first focused on strengthening internal systems—finance, operations, and people—before scaling further. “We wanted to be an M-sized company that’s strong before becoming an L,” he explained.
The company invested in governance and training, creating an internal academy to upskill employees in service excellence, technology, and AI. “Systems reduce human error, but people control the systems,” he emphasized. Maguro’s culture of ‘Give More’—giving more to every stakeholder—became its cornerstone. “If growth is only profit-driven, it’s not sustainable.”
Building People Before Profit
For Tofusan, capacity building began with people. “When we tried hiring from big companies, we found they were driven by personal benefits, not purpose,” shared Suranam Parnichakarn. “If we can buy people, others can buy them away too—especially larger companies.”
The lesson was clear: sustainable talent cannot be bought, it must be nurtured. Tofusan built its organization around a philosophy of Care—care for every stakeholder and every decision. “When mistakes happen, we ask: did we care enough? If yes, we learn and move forward,” he said. This principle extends into every aspect of the business, including sustainability initiatives. For example, Tofusan redesigned its packaging to be more energy-efficient and recyclable, yet chose not to publicize the effort. “Sometimes doing good is enough—you don’t always have to say it,” he said. “Sustainability starts from within; you have to lead by example.”
Purpose as the North Star
For Promom, founded by Dr. Ploy Supanuntaroek, both a doctor and mother, purpose has guided her in every step. “We were founded on one belief—that every Thai child deserves to reach their full potential,” she said. What began as a free educational channel for parents grew into a company addressing children’s nutritional gaps.
Yet rapid expansion brought challenges. “We watered and fertilized the wrong places,” she admitted. “We thought growth would follow effort alone, but people we hired didn’t fully understand our purpose.” This realization reshaped her leadership philosophy: “To grow an organization, the leader must be clear first, then communicate that clarity so everyone walks together.”
Promom now anchors its people strategy on three pillars: Capability, Belief, and Culture. “We must be brave enough to let go of people who don’t fit,” she added. “Once we did, revenue actually increased.”
Across all three brands, the message was consistent: capacity building begins with clarity of purpose. As Maguro put it, “Before we can make anything else sustainable, we must make ourselves sustainable first.” Leaders must lead by example, align their teams around shared values, and let technology serve—not replace—human potential. The session reaffirmed that business growth doesn’t come from scaling faster, but from scaling with meaning. When purpose, people, and systems align, capacity becomes not just a measure of size—but a reflection of strength and sustainability.
Deep Dive Workshop
Following the talk, the workshop segment reaffirmed that every organization’s growth journey begins with Purpose, because without it, there can be no effective Leadership, and without leadership, no enabling Culture. Together, these three pillars—combined with the global focus on Technology and Human Capital—formed the five dimensions participants were “diagnosed” on through a tailored questionnaire assessing their business health.
Wichain Inkraidee, CEO of Megumi Group, and Nuth Boonyapibal, COO & Co-Founder of JUZMATCH, joined Dr. Ploy as mentors for the session. Key insights included: leaders must lead by example to shape the culture they envision; organizations should question whether new technologies genuinely serve their goals before adopting them; and hiring for character and cultural fit is far more effective and sustainable than hiring solely for skills.
Ultimately, the session underscored that capacity building is not about accumulating resources—it’s about cultivating resilience. Sustainable growth stems from clear purpose, empowered people, and systems that enable—not constrain—progress.
To watch a replay of all SX New Champions sessions from SX2025, click the links below:
Business Growth by Entrepreneurship: https://www.youtube.com/watch?v=Ux-JiEUR6qE
Business Growth by Capacity Building: https://youtu.be/J1b07wSmi44
Business Growth by Resilient Systems: https://www.youtube.com/watch?v=jKX8mHxcaZ0
Stay updated with SX news and activities via Facebook: Sustainability Expo, Website: www.sustainabilityexpo.com, and LINE: @sxofficial to join fun activities, collect points, and win prizes.
