When Ferdinand Co, President of CW Home Depot, reflects on decades of leading in the Philippine construction and home improvement retail industry, he doesn’t see mistakes as the biggest risk. For him, hesitation is far more dangerous.
“Mistakes are still made, and the key is to learn from them, assess, and pivot,” Co told Financial Adviser PH. “The bigger mistake is not to make a decision at all.”
It’s a mindset that has propelled CW Home Depot from a single store in Pasig into a trusted national retail brand. From setting up specialty store partnerships inside their depots to developing their own port and cement silo facilities, Co’s approach to leadership has always been rooted in decisive action.
The Danger of Inaction
In a fast-changing industry like home improvement, waiting for perfect information can be a costly trap. For Co, speed matters—and so does the willingness to course-correct along the way.
“Mistakes made in decision-making is nothing new and it is part of learning and assessment,” Co emphasized. “The best way we can address uncertainties in the business is to constantly strive to improve and to become better.”
This mindset proved especially important as CW Home Depot expanded into new regions across Luzon, facing varied customer preferences and operational challenges. Rather than delay plans, Co empowered his teams to act, learn from feedback, and adapt—fast.
Building a Culture That Moves
At CW Home Depot, momentum is a cultural principle. Co believes that action, even if imperfect, beats inaction every time.
“Any business will experience ups and downs,” he said. “What is essential is to be in touch with your customers and your people so that in any situation, the whole organization can easily assess, pivot, and adjust.”
By encouraging managers to make decisions, Co has helped shape a business culture built on ownership, accountability, and continuous learning.
“Leadership is no longer about micro-managing; it’s about enabling others to lead, make decisions, and drive the business forward,” he said.
A Leadership Mindset That Wins
In an age when many entrepreneurs feel paralyzed by risk, Co’s advice is refreshingly practical: move, assess, and adapt. Waiting for perfect conditions rarely pays off.
“The complexity in running a huge organization needs the cooperation of every stakeholder,” Co added. “The key is to have the same vision that is customer-centric and addressing their customer needs.”
For entrepreneurs starting out, his message is simple: act with clarity, embrace feedback, and keep moving.
“Mistakes teach you,” Co said. “But if you freeze, you lose momentum—and sometimes that’s harder to recover than capital.”
