When Ferdinand Co, President of CW Home Depot, was asked to sum up his entrepreneurial mindset, he didn’t cite buzzwords or complex models.
Instead, he offered three simple yet powerful words:
“Create. Critique. Crusade.”
“Create your plan, idea or your venture. Critique it—test it, pilot it, make feasibility on it. If it passes, crusade with all your time, effort, and resources to make it work and be successful,” Co told Financial Adviser PH.
It’s a mantra that shaped CW Home Depot’s rise into one of the country’s leading home improvement chains—and it reflects the practical discipline, resilience, and clarity that Co believes every entrepreneur needs today.
From Idea to Execution
The first word—Create—is about identifying a problem and envisioning a solution. For Co, it began with personal frustration while building his own house: long commutes across Metro Manila just to find quality materials—and often with limited options.
That pain point sparked the idea for a modern, all-in-one retail concept offering finishing and furnishing materials—from tiles and paint to kitchen systems and furniture—under one roof.
But as Co emphasized, having an idea isn’t enough.
“We all get excited by the idea phase. But the bigger challenge is making sure the idea works beyond paper,” he said.
The Brutal Honesty of Critique
The second step—Critique—is where many ventures falter. Co believes this is where ideas must be stress-tested for feasibility, demand, logistics, pricing models, and sustainability.
Before opening the first CW Home Depot (originally Ortigas Home Depot), Co rigorously evaluated every detail—from product sourcing to supplier partnerships and customer pain points.
“Critique your idea like you’re your harshest competitor,” he advised.
This level of scrutiny has guided the business through expansions, vendor integration, and supply chain innovation—including building their own deep-sea port and cement storage infrastructure.
All-In or Nothing
Once an idea passes the critique stage, Co believes in unwavering commitment—this is the “Crusade” phase.
“If it passes, crusade with everything you’ve got,” Co said. “Time, effort, resources—it won’t work if you’re half-hearted.”
This mindset led to CW Home Depot’s strategic nationwide expansion, the creation of an in-store ecosystem of specialty tenants, and a customer-first culture rooted in service and integrity.
Co’s consistency in execution—not just strategy—is what has kept the business thriving across locations in Luzon, despite competition from larger players and e-commerce platforms.
Advice to Aspiring Entrepreneurs
Co’s 3-word framework may sound simple—but it’s grounded in real experience and practical insight.
“Let me quote a businessman say: Create, Critique, and Crusade,” Co shared during his interview. “Don’t wait for perfect conditions. Test your idea, and if it works, go all in. That’s how you create long-term value.”
At a time when many founders are overwhelmed by startup trends and theoretical advice, Ferdinand Co’s message is refreshingly grounded:
Start with a real problem. Test the solution. Then commit—fully.
