Chulalongkorn University rector Prof. Wileisz Phurivatch argues Thailand's growth problem isn't lack of talent or raw materials, but absence of systems and processes to transform assets into global value. He advocates shifting from "catching up" to "leapfrogging" mindsets—exemplified by Lisa's global success and Michelin-driven value at Jae Fai restaurant. Real innovation requires adding emotional and social value, not just product features, and thinking like creators rather than consumers.