Fishing for Success: Using the STP Model to Grow Your Brand
Blogs, Development
June 5, 2025
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Marketing is like fishing—there are plenty of fish in the sea, but each type requires a different approach. Knowing your audience is not an open-and-shut case. It is the process of researching, analyzing, and evaluating your audience base.
The following framework, STP, serves as your fishing rod—helping you cast with purpose and reel in the right catch.
S – Segmentation
The world isn’t a monolith. People have diverse needs and preferences—but some will share common demands that align with what your business offers.
That’s why audience segmentation matters. By understanding the unique traits of each group, you can identify which ones are the best fit for your brand.
T – Targeting
Now, after you have an overall picture of the market, it’s time to focus your efforts. Targeting means selecting the specific segment—or segments—that your brand is best positioned to serve.
This is where you shift from broad insights to strategy, adapting your message, products, and services to meet their needs.
P – Positioning
Now, it’s not just about who you are—but it’s also about who they think you are.
Positioning answers the question: Why should they choose you? Whether it’s your values, pricing, design, or experience, positioning helps you own a unique space in the market.
To grow your brand, the goal isn’t just to reach a large audience—it’s to build a loyal segment that will stay with you over time. Getting to know this audience takes patience and insight. That’s where Asian Hustle Solutions comes in to support you every step of the way.
Born in Thailand and raised in South Korea, Thai Lee was shaped by constant cultural shifts from a young age. Although her family practiced Christianity, her early education in a Buddhist primary school introduced her to ideas that would quietly guide her life and leadership.
There, she learned that life is marked by suffering, impermanence, and uncertainty. Rather than seeing these as obstacles, she absorbed them as realities to work with—an outlook that later became central to her approach to business and power.
Image Source: Asia Society
Embracing Suffering as a Path to Growth
A core Buddhist teaching Lee internalized early was that suffering is not a failure, but a condition of growth. This belief trained her to stay calm under pressure and to see difficulty as something to be managed, not avoided.
That mental discipline carried her through an intense academic path, including a double major in biology and economics. It also shaped her resilience at Harvard Business School, where she became the first Korean woman to graduate by staying focused on long-term purpose rather than short-term comfort.
Image Source: Freepik
Practicing Utility Over Ego in Business
When Lee purchased a failing IT reseller in 1989 for $1 million and renamed it Software House International, she rejected the idea of growth for growth’s sake. Guided by the Buddhist value of utility, she asked one simple question: does this technology truly help people?
Instead of chasing trends or flashy innovations, she prioritized practical solutions that made work more efficient and reliable. This steady, service-driven approach allowed SHI to earn trust over time, scaling quietly into a $16 billion global company serving major institutions like Boeing and AT&T.
Image Source: Expansión
Right Livelihood as the Measure of Success
As her wealth grew, Lee leaned more deeply into the Buddhist principle of Right Livelihood—earning success through ethical means and responsibility to others. She believes leadership should reduce harm, not amplify ego or excess.
Despite being the fifth-richest self-made woman in the United States, she avoids executive privileges and symbolic power. By parking with employees, managing her own calendar, and staying close to daily operations, she reinforces her belief that real wealth is measured by trust, dignity, and the well-being of the 7,000+ people she leads.
New York City is a place defined by constant noise and fast movement. Starting next spring, a 27-foot-tall Buddha statue will be installed on the High Line Plinth to change that atmosphere.
This 27-foot-tall sculpture is the latest installation on the High Line Plinth, towering over the city as a beacon of reflection. Created by Vietnamese artist Tuan Andrew Nguyen, it represents a profound intersection of ancient spirituality and modern history.
Titled ‘The Light That Shines Through the Universe’, the piece acts as a medium for healing and ancestral memory. More than just a statue, it represents an architectural prayer offered to a city that never stops moving.
Image Source: Art Asia Pacific
Historical Acupuncture: Healing Global Wounds
Tuan Andrew Nguyen describes his creative process as “historical acupuncture,” a method of using art to target and release the pressure of buried traumas.
By placing this massive Buddha in one of the most active public spaces in the world, Nguyen addresses the deep-seated wounds of war, displacement, and erased histories.
The sculpture serves as a physical needle intended to stimulate the collective memory of the public, forcing a confrontation with the ghosts of the past. In a city built on constant reinvention, this work insists on the importance of looking back to move forward.
Image Source: The High Line
Weapons into Wisdom: The Alchemy of Brass
The most poignant detail of the sculpture lies in its hands, which are not merely carved but recast from a darker history.
Nguyen utilized brass artillery shells recovered from war-torn landscapes, melting down the literal tools of death to forge sacred gestures of compassion. This transformation represents a literal and figurative alchemy, turning the debris of violence into a silent blessing for New York City.
Through this act of recycling and redemption, the artist proves that even materials born of destruction can be repurposed to serve a higher, more peaceful calling.
Image Source: The Collector
A Global Refugee: Resilience in Sandstone
Carved in sandstone, the figure pays a haunting tribute to the Bamiyan Buddhas of Afghanistan, which were destroyed by the Taliban over two decades ago.
Nguyen reimagines the spirit of those lost monuments as a “global refugee,” traveling from a workshop in Vietnam to find a temporary home in the heart of Manhattan. This journey mirrors the displacement of millions, turning the sculpture into a symbol of cultural endurance.
It stands as a towering promise that while physical stone can be shattered by hate, the resilience of our shared human heritage remains fundamentally unbroken.
Anthony Kwok’s journey didn’t begin in a boardroom. It began in places that demanded discipline, resilience, and the ability to keep going when things got uncomfortable. First in the ring as a professional fighter, and later through a medical crisis that reshaped how he approached both life and leadership.
Those experiences now shape how Anthony runs ZILIO, a fashion tech company building AI-powered sizing solutions for brands and uniform providers. What looks like a startup on the surface is really the result of years spent learning how pressure exposes real problems, and how frustration often points to what needs fixing most.
At ZILIO, Anthony brings that mindset to one of fashion’s most overlooked challenges: the perfect fit. Not just as a sizing issue, but as a confidence issue that affects how people show up, move through their day, and feel in their own skin.
The Lessons That Carried Him Through
Before stepping into the tech world, Anthony spent his years as a professional fighter competing on FoxSports. Growing up Asian in a predominantly white environment, he felt he had to work twice as hard to be seen. This drive eventually led him to the ISKA Victorian Title. However, his toughest fight came outside the ring when he suffered two strokes the same year he founded ZILIO.
Walking away would have been understandable. Instead, Anthony leaned into the discipline he learned as a fighter. As he puts it, “Being a professional fighter taught me one non-negotiable principle: Never quit. No matter what. That philosophy carried me through recovery and continues to guide how I build today.”
Solving the “Booty Short” Problem
The idea for ZILIO was born from personal frustration. As an athlete with a specific build, Anthony found online shopping to be a constant gamble. He still remembers ordering gym shorts that arrived fitting like “booty shorts,” an experience that made him wonder why we can dress video game avatars perfectly but struggle to do the same in real life.
ZILIO solves this by replacing confusing size charts with accurate AI recommendations. The company started with corporate uniforms, where poor fit creates massive operational headaches for brands like Coles and Australian Unity. The impact was immediate. ZILIO has helped partners cut returns by 40% and significantly boosted customer engagement by giving them a fit they can trust.
Anthony Kwok (right), CEO and Co-Founder of ZILIO
Helping People Stop Second-Guessing Their Bodies
For Anthony, this mission is personal. He knows that standard size charts often fail people with diverse backgrounds and body types, including many in the Asian community. His goal is to make sizing “invisible” so that people can focus on their style instead of their anxiety.
“Fashion is deeply emotional, and a bad sizing experience can stop someone from exploring style altogether,” Anthony explains. “ZILIO exists to navigate that complexity and give people clarity and confidence, regardless of body type or background.”
With $500,000 in funding and awards like the B&T 30 Under 30, Anthony is proving that a kid with a big imagination can change a global industry. Whether it’s through his upcoming 3D virtual fitting rooms or his work with major brands like Rebel Sport, he is making sure that the next time you shop online, you’re buying a piece of clothing that actually fits your life.
Amy M. Le, CEO of Quill Hawk Publishing, has built her life around stories that matter. Not the polished kind that skip the hard parts, but the honest ones shaped by loss, survival, and growth. Her journey reflects how personal history can quietly become a source of strength.
Every stage of Amy’s life pushed her to adapt and redefine what success looked like. She learned early that resilience is not loud or dramatic, but steady and intentional. Over time, those lessons shaped the way she approaches both writing and leadership.
Today, Amy’s work centers on creating space for voices that are often overlooked. Through publishing and community-building, she helps others turn lived experience into stories that resonate far beyond the page.
Photo courtesy of Amy M. Le, CEO of Quill Hawk Publishing
Born in War, Saved by Courage
Amy M. Le was born during the final months of the Vietnam War, a period defined by intense fear and systemic instability. As an infant, she faced a life-threatening heart condition that put her future in jeopardy before it had truly begun. Because medical resources were scarce in a war zone, her survival was never a guarantee.
Driven by a mother’s fierce love, her family made the harrowing choice to flee Vietnam in search of safety and essential medical care. This escape carried enormous risks, yet it was fueled by an unwavering hope for a life free from conflict. That courageous decision ultimately changed the trajectory of Amy’s life, setting her on a path toward a new world.
Photo courtesy of Amy M. Le (far right), CEO of Quill Hawk Publishing
A New Life and a Turning Point
Their journey eventually led them to Seattle, where Amy underwent the life-saving heart surgery she so desperately needed. This successful procedure gave her much more than physical health; it provided a second chance and a profound sense of purpose. With this renewed vitality, she grew up determined to make the most of every opportunity her new home provided.
Following this recovery, Amy spent over twenty years navigating the high-pressure tech industry to build a stable and successful career. However, the trajectory of her life shifted once again when she faced the devastating loss of her mother. In the wake of this grief, she turned to writing as an essential lifeline to heal her heart and rebuild her sense of identity.
Photo courtesy of Amy M. Le, CEO of Quill Hawk Publishing
Turning Story into a Mission
That personal healing became The Snow Trilogy, a powerful book series telling the true story of her family’s escape from Vietnam and their new life in America. The books resonated deeply with readers who saw their own stories reflected in its pages. What began as personal healing became a collective connection.
Inspired by that impact, Amy founded Quill Hawk Publishing, a hybrid company built to empower authors without stripping away their creative freedom. In just three years, the company has grown to support 70 authors from Seattle to Sydney, proving that no matter where you begin, you can always rewrite your story and help others tell theirs too.
