What Does Your Company Do?
“Our primary client base consists of business leaders including some early-stage founders who struggle with visibility or feel hesitant to present themselves authentically. In this part of the world, especially in Singapore, there is a strong cultural inclination to avoid self-promotion. People often fear overbragging, drawing unwanted negative attention, or outshining their superiors on platforms like LinkedIn.
The challenge is that these leaders understand visibility is essential for their next career or business opportunity, whether that involves securing new clients, landing promotions, attracting job offers, or earning speaking engagements and PR exposure. At Vibe Tribe, we bridge that gap by teaching a practical blend of LinkedIn networking, personal branding, and in-person presence. We empower leaders to step up and represent themselves and their organisations with confidence, both online and in person.”
What Inspired You To Start It?
“My background in executive coaching and career advisory spans more than ten years, starting in 2013 while I was studying and working as a recruiter in Australia. Back then, I helped international students present themselves online and in person to secure corporate roles. Over time, I noticed that even experienced corporate executives faced the exact same visibility hurdles.
About a year ago, I joined forces with my best friend Shamane Tan, who is a LinkedIn Top Voice and former C-level executive. In her previous role at a cybersecurity consulting firm, she used personal branding to expand the company’s overseas footprint, eventually leading to its acquisition by a listed company. We saw so many founders and leaders build incredible services that went unnoticed simply because no one spoke about them. Combining our complementary executive coaching and personal branding backgrounds to solve this widespread visibility problem was a natural next step.”
What Is One Win (big or small) You’re Celebrating Now?
“We recently returned from a trade mission to Australia after being selected for the Generation Next programme, an initiative funded by the Australian Government and organised by the ASEAN-Australia Centre. Out of 900 startup applicants across the region, Vibe Tribe was one of only 13 female-founded businesses chosen, and one of just two selected from Singapore.
Beyond the honour of representing Singapore on an international stage, the trade mission yielded immediate, tangible results. It opened up several promising ongoing collaborations, provided us with valuable strategic clarity, and established a clear path for our potential market expansion into Australia.”
What Is One Lesson You Wish You Learned Earlier?
“When you first start out in business, you receive a lot of advice, and it is tempting to apply paid or unpaid guidance wholesale because it worked for someone else. Earlier in our journey, we paid coaches and mentors to fast-track our growth, only to learn the painful lesson that a framework or model that works for one person may not work for you.
It is easy to assume that experienced advisors automatically know better than you do, but blind execution of external advice can be costly. We learned that while advice is valuable, you must remain discerning. You have to evaluate the context, trust your own instincts, and pay close attention to what your specific market is telling you.”
How Do You Keep Your Energy Up On Tough Days?
“Running a business inevitably brings tough days where momentum slows and doubt creeps in. When those moments happen, I reset by returning to my core values and evaluating what this business truly gives me compared to returning to a stable corporate role.
I keep my core values simple and memorable because they all start with the letter ‘F’: Freedom, Flexibility, Fun, and Flourishing. Reminding myself how much freedom and flexibility this business provides, alongside the joy of helping other leaders flourish in their careers, restores my perspective instantly. As long as you stay anchored in your foundational values, the joy of entrepreneurship far outweighs the strain of any bad day.”
Learn More
Who: Q&A with Cindi Wirawan, cofounder at Vibe Tribe
HQ: Singapore
Web: vibedna.io