ExtraOrdinary: From Stay-at-Home Mom to Global Entrepreneur with Yvon Bock
Fresh out of the studio, Yvon Bock, Founder and CEO of Hegen, shares her inspiring journey from stay-at-home mom to world-class entrepreneur in her new book, "ExtraOrdinary". Yvon discusses how personal challenges as a breastfeeding mother fueled her vision to create Hegen’s groundbreaking baby bottle, overcoming five years of development and over 200 prototypes. She reflects on the bold decisions behind Hegen’s expansion into China, including leveraging live streaming to reach millions and highlights how storytelling and advocacy transformed her brand into a movement supporting modern moms. Last but not least, Yvon shares what great would look like for Hegen in the future.
"So, my definition of being fearless is not about no fear, but it's having that courage to face your fear, to conquer whatever adversities that are thrown your way. it is part of the entrepreneur journey. We are always faced with fear of failure. Self Doubt is how to pick up our courage and face them and use these challenges to become your catalyst for innovation, the catalyst for growth, the catalyst for your success." - Yvon Bock
Profile
Yvon Bock, CEO and Founder of Hegen (Personal Site, LinkedIn) and her new book: ExtraOrdinary: From Stay-at-Home Mum to World-Class Entrepreneur.
Here is the edited transcript of our conversation:
Bernard Leong: Welcome to Analyse Asia, the premier podcast dedicated to dissecting the pulse of business technology and media in Asia. I'm Bernard Leong and how does a stay-at-home mom go on to build a product empowering mothers from all over the world to become EY Entrepreneur of the Year in 2023? With me today, Yvon Bock, Founder and CEO of Hegen. Congratulations on your new book, Extraordinary From Stay At Home Mom to World Class Entrepreneur. Yvon, welcome to the show.
Yvon Bock Hi, Bernard. Thank you so much for having me.
Bernard Leong: Yes, I actually got a pre-copy of your book and I read it through your journey. It's so interesting. I've read how you actually went from a stay-at-home mother all the way to now building a very interesting business. Actually, my child has the problem of lactation and would use one of your products. So I'm very familiar with the problem that you say. So I want to start with your origin story. How did you start your career?
Yvon Bock: It all started after I graduated and joined the finance industry. After a couple of years, I got married and became a mom for the first time. I realized then that my true aspiration was to become a full-time stay-at-home mom. I wanted to pursue that dream, so I took a leap of faith and decided to dedicate my time to raising my child and fulfilling that goal. However, after a few months, I discovered that being a stay-at-home mom wasn't quite what I had envisioned. Over time, this realization led to a transformation. An opportunity arose when my dad reached out for help with his family business. I decided to step forward and support him during that time of need. That moment marked the beginning of a journey that would span 20 years, a journey I’ve documented in my book. It captures the evolution of my life and career from that pivotal decision.
Bernard Leong: We're going to talk more about the book and the journey itself. One question I have is, what prompted your return to work [to join your family business], which eventually led to the founding of Hegen?
Yvon Bock: During my first few months as a stay-at-home mom, there was a sense of novelty. I could dedicate my time entirely to my child and even note down every little thing they did. However, as time went on, that novelty wore off, and I began to feel lost. The routine made me question my identity; I went from being a working woman to wondering, 'What am I doing here? What’s my purpose? What’s my direction in life?' I felt like I wasn’t myself anymore. Fortunately, I had my family's support, especially my dad. He noticed what I was going through and encouraged me to reignite my passion. He suggested, 'Why not restart something that inspires you? Take up a course or pursue an interest that excites you, even as you continue your role as a stay-at-home mom.' I decided to take his advice and enrolled in a course that intrigued me. That experience rekindled my interest in entrepreneurship. My dad then offered me an opportunity to join the family business. He said, 'How about helping me out first?' Joining the family business, I often joke, started with the promise of flexible hours—just two half days. But it turned out to be so 'flexible' that I ended up working even longer hours than I had in my corporate job! That experience was the stepping stone to my entrepreneurial journey. It gave me the foundation and drive to eventually start Hegen.
Bernard Leong: Before we dive into the main topic of the day—what lessons from your career or entrepreneurial journey can you share as advice for my audience?
Yvon Bock: I believe it’s crucial to identify our purpose—that spark or passion within us. For me, it has always been about helping others. My journey began with helping my dad, and over time, it evolved into asking, 'How can I help other mothers like myself?' Today, with Hegen, my vision is crystal clear: it’s about supporting 100 million mothers around the world. With that sense of purpose driving me, every day feels exciting. My work is my life, and my life is my work—it all aligns with my passion. That’s why I think finding and embracing your purpose is so important. It’s what keeps everything meaningful and fulfilling.
Bernard Leong: Doing what you love passionately is truly a privilege in life. That brings us to the main subject of the day—Hegen and your new book, Extraordinary: From Stay-at-Home Mom to World-Class Entrepreneur. While preparing for this interview, I learned that your father established a company called Fitson. Fitson is an OEM for baby products, primarily serving two major clients. When you joined the business, what made you feel that Fitson needed to expand and diversify its operations?
Yvon Bock: The fundamental principle of running a business is risk management. Coming from a finance background, I was surprised by my father’s loyalty to his clients. While loyalty is admirable, from a business perspective, sustainability and diversification are essential. I wanted to ensure the longevity of his business. As the saying goes, you shouldn’t put all your eggs in one basket. I began thinking about how we could bring in new customers. We transitioned from being a contract manufacturer producing products exactly as designed by customers to an original design manufacturer. This allowed us to create and white-label our own designs for clients. By diversifying our offerings, we established a safety net to protect the business from unforeseen changes. That was the core intent behind expanding and evolving Fitson’s business model."
Bernard Leong: And also to address the concentration risk, since Fitson was initially dependent on just two major clients. Diversification was key to reducing that risk.
Yvon Bock: Exactly. We call it dependency risk. If a customer changes their direction, undergoes management changes, or experiences mergers and acquisitions, it can completely derail the business. Mitigating that risk was crucial for sustainability.
Bernard Leong:
"How did working at Fitson prepare you for launching your brand, Hegen?"
Yvon Bock:
"Joining my family business was, without a doubt, one of the most exciting, challenging, and fulfilling parts of my career. When you work in a multinational corporation or a very established company, roles are often specialized and siloed. For example, if you're in sales and marketing, your focus is limited to that area.
In my dad's business, I had the unique opportunity to gain a bird's-eye view of the entire operation. I learned everything from sourcing raw materials to managing supply chains, understanding client expectations, pricing, packaging, and even the requirements for going international. These small but critical nuggets of knowledge built my confidence and prepared me to create a brand of my own.
I believe there’s a beauty in working within an SME. The experience is rich with opportunities to learn and grow across all aspects of the business, which is invaluable."
Bernard Leong: My wife had a similar experience working in her family business, although it was eventually sold. I understand the challenges that come with working alongside family to run a business. Transformation is always compelling, but it’s not without its difficulties. I heard that the rebranding of Fitson met with some resistance from long-time employees. Taking over a family business often comes with its own unique hurdles. Can you elaborate on the challenges you faced and how you navigated them?
Yvon Bock: Looking back, I was just 25 years old and probably not as sensitive or empathetic as I am now. Many of the employees had been working with my dad for over a decade when I joined. I came in full of energy, passion, and a drive to be a change-maker. My focus was on rebranding and elevating the company. However, these changes were unsettling and uncomfortable for many of the employees who had grown used to the routine and were in their comfort zones. Change was necessary, but it disrupted the status quo. It shook things up and, honestly, led to significant turnover. Now, with hindsight, I truly respect how calm my dad remained throughout the entire process. Many employees felt that the changes were happening too fast and didn’t understand the rationale behind them. For example, when I suggested updating the company’s logo, some saw the old signage as a symbol of heritage. My perspective was different—I believed we needed a logo and name that were instantly recognizable and meaningful to others.
These challenges taught me the importance of communication. While I pushed forward and got things done, I realize now that I could have handled some aspects more delicately by involving and explaining more to the team. In hindsight, better communication could have eased the transition and made it a smoother process for everyone involved.
Bernard Leong: Yeah, I think change is essential and an inevitable part of running any business, especially one that’s been around for more than a decade. That brings me to an interesting aspect of this topic. I have three kids, and unfortunately, my first child was born with a cleft issue.
Lactation was a significant challenge, and this was all before Hegen came into existence. We eventually found a solution, so I can somewhat relate to the problem you're addressing. Can you share the backstory of the challenge that the Hegen bottle is designed to solve and what motivated you to bring the product to market?
Yvon Bock: Twenty years ago, when I became a mom for the first time, I realized there weren’t any products on the market that truly supported working mothers. I have four children and breastfed for a total of 10 years. Back then, after returning to work from maternity leave, I had to carry this massive bag with a pump that was bulky and cumbersome.
On top of that, there were so many parts just to extract and store milk. The process was clunky and inconvenient. Support for nursing mothers was almost nonexistent—there were no proper nursing rooms, and the products themselves were far from user-friendly. Putting pumping equipment on my desk at work felt shameful; it was undignified. I often had to hide in storerooms or toilets to pump or negotiate for meeting rooms to get the privacy I needed.
All these challenges made me think: 'What if there was a system where you could pump, store, and feed using the same product—simply by changing the top?' This dream became my North Star. I wanted to eliminate the need for multiple products and make the process seamless.
One of the key triggers for Hegen came when I had my third child, who was born prematurely. He had to stay in an incubator, and I was pumping relentlessly to provide milk for him. However, for premature babies, milk production can take a few days to start, and in the meantime, his health was at risk. I had to resort to formula and feeding methods like tubing and cupping, which didn’t work. Eventually, we had to use a baby teat.
Once he was stable, I tried to transition him back to breastfeeding, but he refused to latch. He was my only child who didn’t return to breastfeeding, and to this day, I feel guilty about that. My breastfeeding journey encompassed everything—from direct latching to bottle-feeding and exclusive pumping.
I wanted to create a product that eliminated the issue of nipple confusion, a product that empowered working moms to feel accomplished both at work and at home. I wanted to prevent other mothers from experiencing the guilt I went through.
These pain points accumulated over the years, and I knew I had to do something to make a difference. I wanted to create a solution that would empower mothers everywhere and truly make an impact on the world.
Bernard Leong: Before Hegen came to market, I believe there were already lactation experts providing solutions for breastfeeding challenges. I remember this process well because we also had a child who faced similar issues. It’s fascinating to see how a product like yours was developed to directly address these problems.
I know the story of Dyson, how it took 500–600 prototypes to perfect his vacuum cleaner. Similarly, I understand the Hegen bottle underwent about five years of development and 200 failed prototypes. That must have been an arduous journey. I’m curious—what kept you going despite the setbacks? And I imagine your dad, being responsible for manufacturing, must have had concerns. How did you manage to push through and reach the final product?
Yvon Bock: The motivation behind this product came from my 10 years of experiencing these pain points as a mother. I had a dream, a vision, and I knew this product had to work. That determination kept me going—I wasn’t going to let anything derail me.
There were plenty of challenges and naysayers. Every prototype we tested seemed to fail in some way. It didn’t form correctly, or if it did, it didn’t work—it was too tight or too loose. Each setback required me to fend off doubts, both from others and within myself. But I kept reminding myself, ‘It’s okay, just stand up again and continue.’
What pushed me forward was my belief in the design and its potential to transform lives. That belief kept me going on even the toughest days. There were times I was completely out of energy, questioning if I should just stop and start over. But the people around me made a big difference.
I’d check in with my husband, asking, ‘Am I being too stubborn about this?’ He would encourage me, saying, ‘No, you’re on the right track. You’re getting closer—just keep going.’ My dad, on the other hand, had his own doubts. He’d ask, ‘Do you really think this square design will work? Why don’t we go back to round?’ But I insisted, ‘No, let’s keep going.’
With each iteration, seeing even small improvements gave me the energy to keep pushing. The design was unconventional, and the challenges were immense. But looking at the final product today, I’m so thankful we persevered.
When people come up to me and say, ‘Your product really helped me,’ it feels like all the struggles, the disagreements, and those intense ‘coffee chats’ with my dad were worth it. Today, we laugh about those moments, but back then, they were pivotal.
It’s so important to believe in yourself and your vision.
Bernard Leong: I think this is such a rare and inspiring story—a father and daughter working together to create something groundbreaking. And Hegen has truly achieved that with the world’s first patented no-screw trap, press-to-close, twist-to-open baby bottle, known as the PCTO bottle.
Bernard Leong:
"I think this is really interesting. As a parent myself, I can understand why you approached it this way. What have you learned from the process of continuously iterating on just one product?"
Yvon Bock:
"Iteration is one of our core values as a company. I always tell my team, 'Iteration over perfection.' Every iteration brings us a step closer and represents progress, so we must never give up. If we have a concept or an idea, it’s critical to keep improving on it.
Iteration is also about the learning mindset. It’s about growth and continuously finding ways to make things better. What you see in our product today is vastly different from when we first launched nine or ten years ago. We’ve made countless small changes—many invisible to users—but each one has refined the product further.
Even something as minor as adjusting by 0.5 degrees can make a difference. We’ve embedded this approach into our process and never settle. If something is good, we ask, 'How can we make it better, great, or even outstanding?'"
Bernard Leong: That’s a very important perspective. Many people think that once a product is good, it’s done. But product owners often have to find subtle ways to improve, making processes so seamless for users that they don’t even realize the effort behind it.
If you could rewind your journey back to when you started at Fitson and began developing the Hegen product, is there anything you would have done differently?
Yvon Bock: Honestly, I wouldn’t change anything.
Bernard Leong: That’s completely fine.
Yvon Bock: I believe everything happens for a reason. The lessons I’ve learned along the way—whether it was the shake-up in the company, my stubborn vision to make this work, or the countless failures—all shaped who I am today and what Hegen is today.
Every entrepreneur’s journey is unique, and I think it’s meant to unfold in a certain way to lead us to where we need to be. I wouldn’t change anything. In fact, I’m thankful for everything, even the challenges. Yes, the journey. It’s been painful at times, to be honest. Growth always comes with growing pains. Like a child experiencing teething issues, these challenges are just part of growing up.
Bernard Leong: So, what’s one thing you know about Hegen and the baby products industry that no one else does?"
Yvon Bock: That’s a very interesting question. Contrary to popular belief, glass is not as environmentally friendly as most people think.
Bernard Leong: Really?
Yvon Bock: Yes. Some types of glass can’t be recycled, and even when they can, the process requires an enormous amount of energy. In our industry, baby bottles cannot be shared because of hygiene, safety, and medical concerns. This means many glass baby bottles end up as waste, which is a significant issue.
Bernard Leong: That is a very interesting point. I think you’re one of the few entrepreneurs I know who made it work. For instance, there’s another well-known Singaporean entrepreneur, Teo Swee Ann from Expressif, who succeeded in the semiconductor IoT business.
One aspect of your journey that stands out is your decision to choose a distributor without prior experience in baby products for the Chinese market. Many businesses fail when expanding into China due to issues like distributors copying products or the difficulty of enforcing IP laws.
Let’s start with your entry into the Chinese market. What convinced you that this distributor was the right partner for Hegen? And what mental models guided you as you entered China, a market that poses significant challenges for entrepreneurs thinking about global expansion?
Yvon Bock: I think finding the right partner or distributor is a lot like finding a life partner. It takes time and sometimes comes down to opportunity and potential. When we met this prospect, it felt like going on dates before committing to a relationship.
We held many meetings to understand whether our values, culture, and vision aligned. What was their philosophy—were they building something to sell, or were they focused on creating a legacy? For us, Hegen is about building a legacy, and it was essential to find someone who shared that vision.
We also observed them in action, going on business trips together to see how they handled different situations. Like a life partner, it’s not just about experience—it’s about passion and alignment. We were fortunate to find someone who shared our mission and wanted to make a meaningful difference in the breastfeeding community.
Entering the Chinese market takes a lot of resources and effort, from organizing seminars to creating workshops that inspire societal change. It’s not easy, but our distributor had the tenacity and passion to take on the challenge. They embraced the mindset of 'Let’s try, let’s see if it works.' It’s very much like our philosophy of iteration over perfection.
As a Singaporean company, we were fortunate to learn from the experiences of pioneer brands that entered the Chinese market before us. These case studies, along with an understanding of local culture, helped prepare me as an entrepreneur. For example, I learned that when someone in China loudly calls your name and runs to greet you, it’s a sign of hospitality and how important you are to them. Initially, I didn’t know this and felt a bit embarrassed, but once I understood the cultural significance, I embraced it.
The same applies to dining etiquette—there’s an art to who sits where, and understanding these nuances goes a long way in showing respect.
I’m grateful for the patience of those who worked with me and the cultural lessons I learned along the way. It’s been a valuable journey of mutual respect and growth.
Bernard Leong:
"I'm curious about how you ventured into e-commerce to sell Hegen products. There’s a story in your book that I found fascinating—a 15-minute pitch to Alibaba’s head buyer during your expansion into China.
How did you secure that opportunity, and what was the outcome? From what I understand, this was about getting into Tmall, their premium product e-commerce platform."
Yvon Bock:
"Credit really goes to my Chinese distributor for getting us that chance to meet the head buyer. In tech companies, time is precious, so we only had 15 minutes to make our case. I prepared diligently, creating a 50-page corporate deck.
But as a Singaporean, while I’m effectively bilingual, I rarely use Mandarin in corporate settings. Presenting in Mandarin was awkward—I felt like I was 'jammed up.' Eventually, I decided to just go for it. I scrapped the deck and told my story instead. That turned out to be the best decision.
The buyer resonated with the story and vision. It wasn’t about product features; it was about how our product benefits consumers and aligns with their platform’s mission. That meeting opened doors to significant opportunities and success for Hegen. For the rest of the details, I’ll leave it to your audience to read in my book."
Bernard Leong:
"I found that story compelling. Having worked with Alibaba from Singapore, I understand their business, but pitching to them is no small task. It’s a make-or-break moment because of the distribution impact. You also went to great lengths to establish a strong presence in China, including live-streaming events and breastfeeding seminars. How have these marketing efforts contributed to Hegen’s success in the Chinese market?"
Yvon Bock: When we first entered China, I had no idea what live streaming was. Nine years ago, the concept of talking to a camera with no live audience felt strange to me. I remember standing on a stage surrounded by cameras, thinking, 'What am I supposed to do?'
I decided to go with the flow, thinking, 'What’s the worst that could happen?' But then, I realized I had 13 million live viewers. That was nerve-wracking! With my Singaporean Mandarin, I did my best and just went for it. Live streaming is like a live TV commercial, bringing product and brand awareness directly to the audience.
Expressing myself through animated movements and product demonstrations made me think harder about how to connect with consumers. I even came up with jingles and memorable phrases to resonate with viewers.
From the beginning, we aimed to create a movement advocating breastfeeding in China, promoting family bonding, and emphasizing that raising a child is about more than just having a bottle. Storytelling became a cornerstone of our marketing because people don’t remember what you say or sell; they remember how you make them feel.
Our goal was to empower women and mothers by letting them know they’re supported. I approached live streaming not as a salesperson but as a woman speaking to other women, a working mom reaching out to other working moms. That authentic connection led to our rolling success.
Bernard Leong: It’s amazing that you focused on solving problems rather than simply selling a product. That passion and authenticity shine through in the way you describe your approach. Now, let me ask you a few quick questions. Tell me what you think as we go.
What is one thing in your industry or a technological shift that has changed your mind in the last 12 months?
Yvon Bock: AI [Artificial Intelligence]. Honestly, I love AI. It has brought so much knowledge and advancement in such a short time. The potential for the future is immense. The ability to create products that connect with AI will help people in more efficient and effective ways.
However, the key is using AI responsibly. That’s what I’m most concerned about and what I look out for. But overall, I’m fascinated by AI.
Bernard Leong: So you’re definitely going to incorporate AI into what you’re doing?
Yvon Bock: Absolutely.
Bernard Leong: What advice would you give to future entrepreneurs who might undergo a similar journey to yours?
Yvon Bock: Be fearless. My definition of fearlessness isn’t about having no fear; it’s about having the courage to face your fears and overcome the adversities that come your way. As an entrepreneur, you’ll always face the fear of failure and self-doubt. The key is to use those challenges as catalysts for innovation, growth, and success.
I had a personal 'Nirvana moment' while learning to ski a couple of years ago. It was terrifying—standing at the top of the slope, I worried about falling, flying off a cliff, or embarrassing myself. My coach told me, ‘If you don’t start, you’ll never know what lies ahead.’
That moment was a powerful business lesson for me. Entrepreneurship is like skiing: you take a leap of faith, learn from falling, and keep standing back up. It reminded me that being fearless is essential to running a business.
Bernard Leong: I love that analogy. Recently, I had dinner with a healthcare CEO and his wife, and we discussed how fear of failure seems to be a common issue for kids in Singapore. For example, Singaporean children are often reluctant to compete against top chess grandmasters, while in Shanghai, kids eagerly line up to play, even if they might lose.
How do you think we can teach our children to overcome the fear of failure?
Yvon Bock: I always advocate for having fun in school and prioritizing social interactions over results. Results are important, but they’re a bonus after the process. Teaching kids to embrace failure starts early.
When my kids fall, I don’t immediately rush to help them up. Instead, I encourage them to stand up on their own, brush off the sand, and celebrate their effort. It shows them that falling isn’t embarrassing—it’s part of learning.
As a role model, I openly acknowledge my own mistakes. Whether it’s a failed product or a poor decision, I reflect on what went wrong, share the lessons learned, and discuss how we can do better next time. This approach creates a ripple effect for my children and team, teaching them that failure is just another step toward growth.
Bernard Leong: Thank you for that advice. What’s one question you wish more people would ask you about Hegen?
Yvon Bock: I wish people would ask, ‘How is Hegen advocating for breastfeeding while selling baby bottles?
Bernard Leong: I will ask you this question then.
Yvon Bock: Many see this as a contradiction, but I don’t. Modern moms juggle so many responsibilities—career, social life, and parenting. Some moms feel guilty about choosing between breastfeeding and bottle-feeding, and some even fall into depression over it.
Hegen was created to support moms in pursuing their personal and professional goals while balancing motherhood. We need to change the stigma of 'breast versus bottle' to 'breast and bottle.' It doesn’t matter how you feed your child—directly breastfeeding or using a bottle. What matters is that you’re providing for your baby.
Whether it’s for one day, one month, or one year, every mom is a breastfeeding champion. That’s the movement I want to advocate for."
Bernard Leong: My traditional closing question: What does great look like for Hegen in the future?
Yvon Bock: For Hegen, greatness isn’t about the number of bottles we sell. It’s about how many mothers we can help and serve. My goal is to support more than 100 million mothers globally and establish a presence in 35 jurisdictions identified from day one. It’s about empowering and serving moms worldwide.
Bernard Leong: Yvon, I wish you all the success in reaching those 35 jurisdictions and supporting 100 million mothers. Congratulations on your new book, which can be found in Kinokuniya and on Amazon. Before we wrap up, do you have any recommendations that have inspired you recently?
Yvon Bock: On a recent flight, I watched "I Am: Celine Dion". It’s a deeply moving documentary about her life. Seeing her rise to stardom at 14, face immense challenges, and struggle to reclaim her gift of voice was inspiring. Her perseverance and mental strength are phenomenal. Her story reminds me to cherish health, embrace each day, and uplift those around us. Be a positive light for others.
Bernard Leong: How can my audience connect with you?
Yvon Bock: They can find me on LinkedIn, Instagram, or my website, yvonbock.com, where they can also find my book. I’d love to stay connected and appreciate their support for both my book and Hegen products.
Bernard Leong: This podcast is available on YouTube, Spotify, and more. We’ll also publish the transcript in our LinkedIn newsletter and main site. Yvon, thank you so much for sharing your journey and insights. I look forward to hearing from you again.
Yvon Bock: Thank you, Bernard. It’s been a pleasure.
Podcast Information: Bernard Leong (@bernardleong, Linkedin) hosts and produces the show. Proper credits for the intro and end music: "Energetic Sports Drive" and the episode is mixed & edited in both video and audio format by G. Thomas Craig (@gthomascraig, LinkedIn). Here are the links to watch or listen to our podcast.