ABOUT / SOON HENG
Hi, I’m Soon Heng.
I work, observe, experiment, change my mind, and write down the ideas that feel worth keeping.
01 / WHY THIS EXISTS
This started as a pet project.
Not because I had everything figured out. Quite the opposite. I wanted a place for the ideas that keep following me home from work, books, conversations, experiments, and random rabbit holes.
I’m not sure how far Isasoonthing will go. That’s part of what makes it meaningful to me. I’m starting before I know the ending.
02 / I DIDN’T START AS A READER
I’ve always learned more by doing.
I’m not really a bookworm. I’ve always been more of a sports and active-lifestyle person. Move first, learn on the way, figure things out in motion.
But as I got older, life got noisier. Different environments. Different jobs. A different country. More expectations, more uncertainty, more pressure. I started looking for better ways to understand what was happening around me, and inside my own head.
That’s partly how I found The Mountain Is You. I wasn’t trying to become a reader. I was trying to understand stress, change, self-sabotage, and how to handle myself better through all of it.
03 / WHERE THE IDEAS COME FROM
Most ideas start somewhere else.
A book. A client question. Something someone said. A campaign. A conversation. An idea I disagree with. Something I tried that worked. Something I tried that didn’t.
The pattern is usually the same: borrow the idea → test it against real life → form my own opinion.
Eugene Schwartz
Awareness, psychology, and how people move toward a decision.
Sabri Suby
Offers, attention, direct response, and commercial thinking.
Jack Canfield
Responsibility, principles, progress, and personal growth.
Brianna Wiest
Self-sabotage, self-awareness, change, and becoming better at handling yourself.
04 / THE REAL WORLD
Most of what I write gets tested against work.
My background is in sales, digital marketing, performance media, search, and commercial strategy. I spend a lot of time speaking with businesses, diagnosing growth problems, pitching ideas, testing assumptions, and trying to connect marketing activity to something commercially useful.
That gives me a useful filter. An idea can sound brilliant in a book or on LinkedIn. The interesting part is what happens when a real client, real budget, real target, or real objection gets involved.
05 / WHAT I’M EXPLORING
Things I keep coming back to.
Business
Sales, positioning, persuasion, marketing, demand, search, AI, and why people choose one thing over another.
Behaviour
Stress, confidence, self-sabotage, discipline, adaptation, and the stories we tell ourselves.
Curiosity
Books, people, culture, sport, experiments, and whatever else makes me stop and think for a little longer.
You don’t have to agree with me.
That’s kind of the point. I’d rather have an interesting conversation than pretend there’s only one right answer.