The next move is always findable.
The Person Who Finds What Your Business Can't See From The Inside.
Selene started her career with a conviction that hasn't changed: marketing is not a function. It's a lens. Any organisation serious about influencing the world - its customers, its people, its industry - needs to put that lens on and never take it off.
Helping organisations do that takes more than marketing knowledge. It takes boardroom presence, business fluency, and the ability to see how every function connects. Selene has spent thirty years building exactly that by working with brands like Singapore Airlines, Mastercard, evian and Levi's, sitting at tables where decisions get made, and helping leadership teams see what they could not see from the inside.
It led her to create Belief at First Touch, a framework for engineering the moment belief forms. And Fuzzy Goals, a method that gives leadership teams a shared, felt picture of what progress looks like before they start chasing numbers
She founded The Progress Practice because practice is exactly what progress requires.
Frequently Asked Questions
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Selene Chin is Principal Consultant of The Progress Practice and the developer of two proprietary methodologies, Belief at First Touch and Fuzzy Goals. She has thirty years of brand strategy experience across Asia Pacific, working with brands including Singapore Airlines, Mastercard, evian, and Levi's. She also founded and runs TRIAD, an independent creative studio based in Singapore.
Her conviction has not changed since the start of her career: marketing is not a function, it is a lens, and any organisation serious about influencing the world it operates in needs to apply that lens and never take it off.
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Selene Chin has spent thirty years building boardroom presence and business fluency across brand strategy roles in Asia Pacific. Her work has taken her into agency leadership, founder-operator roles, and senior positions with brands including Singapore Airlines, Mastercard, evian, and Levi's, sitting at tables where decisions get made and helping leadership teams see what they could not see from the inside.
That experience led her to found TRIAD, an independent creative studio, and later The Progress Practice, where she developed Belief at First Touch and Fuzzy Goals.
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Selene Chin founded and runs TRIAD, an independent creative studio based in Singapore known for B2B and FMCG campaign work with brands including Evian, Ingredion, and Bel Group. TRIAD executes, producing campaigns, content, and creative assets for clients.
The Progress Practice is a different kind of work entirely. Where TRIAD builds and delivers creative output, The Progress Practice diagnoses, examining how a business is understood from the outside in before any campaign gets built. The two are complementary, not overlapping. A Belief at First Touch engagement can identify exactly what needs building, and TRIAD is one of the studios capable of building it, but the diagnostic work and the execution work are kept deliberately distinct.
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After thirty years of seeing leadership teams struggle to see their own businesses clearly from the inside, Selene Chin founded The Progress Practice to make that outside view available deliberately, not as a byproduct of agency work, but as the work itself.
That conviction produced two methodologies. Belief at First Touch, a framework for engineering the moment belief forms between a business and the people who matter most to it. And Fuzzy Goals, a method that gives leadership teams a shared, felt picture of what progress looks like before they start chasing numbers.
She named the practice for what she believes progress actually requires: not a single breakthrough, but a practice, sustained and deliberate.