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Action Over Perfection: Putting “Stop–Still–Start” into Practice with Atittaya
By DET Marcom - Published September 09, 2026
For employees based at 66 Tower, or anyone who has the chance to work there, the sight of a smart, energetic woman moving quickly through the office is a familiar one. With her bright voice, lively presence and friendly smile, she is often seen greeting colleagues, checking in with her team and moving from one meeting to the next.
This familiar sight is none other than “Kae”- Atittaya Surapunthu, the Country Manager of Delta Electronics (Thailand) and leader of sales across Delta’s business groups.
Kae is the kind of leader who brings energy into a room. She is quick to make decisions, comfortable with change and approachable enough for people to feel at ease around her. Behind that positive energy, however, is a clear and thoughtful way of looking at the future.
For Kae, the future is not something to wait for. It is something we shape through every decision we make and every action we take.
For this issue, we sat down with Kae to talk about leadership, business, people, personal discipline and what “Future in Action” means in her own words.
Before Delta: The Journey That Shaped Her
Before we explore the idea of “Future in Action,” let’s look back at your journey. What was your career path before joining Delta, and what makes you happy working here?
I studied computer engineering before pursuing a master’s degree in technology management in the United States.
After returning to Thailand, I had the opportunity to work with several multinational companies. I began my career in the IT industry, a highly competitive and fast-changing market, before expanding my experience into the electrical, energy and infrastructure sectors.
That journey gave me a broad range of experience, from business management and customer and partner engagement to operations management.
“One lesson I have carried throughout my career is that sustainable business growth begins with understanding the market, the customer and the people we work with. Just as importantly, we must be able to turn technology and solutions into real business value that genuinely addresses customers’ needs.”
What impressed me most when I joined Delta was the “opportunity to create.”
Delta gives people the space to think, take action and confidently propose new ideas. We are not limited to repeating what has always been done. Instead, we can apply our experience and ideas to improve the way we work, strengthen our teams and create new opportunities for the business.
For me, happiness at work does not come simply from completing a task successfully. It comes from seeing that something we have imagined and acted upon can create positive change for the organization, our teams, customers and partners.
That is what makes working at Delta both exciting and energizing.
Future in Action Starts Today
AI and sustainability are no longer simply business trends. They are major challenges that every organization must address to remain competitive and achieve sustainable growth. How does “Future in Action” help organizations respond to these challenges?
For me, “Future in Action” means taking action to shape future so that we can shape the future we want while preparing ourselves for whatever comes next.
AI and sustainability are no longer two separate agendas. They are two powerful forces that will help determine which businesses remain competitive in the years ahead.
Delta is helping power the AI transformation while embracing it within our own business.
On one side, we develop the infrastructure that enables AI to grow, from power systems and thermal management to advanced energy management.
At the same time, we are applying AI to enhance our manufacturing, operations and decision-making processes.
AI is therefore both a future that Delta helps enable and a powerful force accelerating our own business transformation.
Across Southeast Asia, our growth strategy is built around four key pillars:
- Develop future-ready AI infrastructure capable of supporting the next generation of technology.
- Strengthen the region’s AI hardware supply chain and help build a more resilient regional ecosystem.
- Support energy-intensive industries, such as mining, in reducing carbon emissions through electrification technologies and more efficient energy use.
- Empower partners and distribution channels so they can bring Delta’s solutions and expertise to customers in each market more quickly.
These four pillars do not operate in isolation. They form a single, interconnected ecosystem spanning manufacturing, energy, data centers, partners and end users.
For Delta, Thailand is more than an important market. It is both a major manufacturing base and a strategic part of the regional AI supply chain.
Our ambition is not simply to grow alongside the AI wave. We want to help build an ecosystem that enables Thailand and the wider region to capture the opportunities of the AI economy with resilience and sustainability.
Ultimately, I believe a leader’s role is to connect people, technology and partners, and then turn strategy into real results, starting today.
We do not need to wait for the future to arrive when we can begin shaping its direction through the actions we take now.
The Courage to Unlearn
To put the 'Future in Action,' it’s not just about learning new things, it’s also about unlearning old habits. What do you think we need to unlearn to keep moving forward in today’s rapidly changing business world?
I think the first thing we need to let go of is the belief that a leader must know every detail and control everything personally.
In a business environment that changes this quickly, a leader’s role is not to have every answer. It is to recognize what matters most to the bigger picture and help the team make decisions that move the organization in the right direction.
let me explain it through the Stop-Still-Start concept.
STOP - Pause to listen openly to the critical information coming from your team, customers and the market. Focus on what truly matters to the bigger picture. Listening carefully does not mean waiting until we have 100 percent of the information before making a decision.
STILL - Stay clear about the organization’s purpose and direction, even when circumstances change. The team needs to know where we are going, what success looks like and what matters most.
START - making the decision once you have enough information, and then moving. Give the team room to try, learn and adjust. Leadership is not about controlling every step; it is about trusting people, empowering them to decide and giving them real ownership.
The courage to unlearn does not mean discarding everything we have done in the past. It means which habits and assumptions to let go of, what must remain constant and when it is time to act.
We may not have the perfect answer from day one, but we can still guide the organization in the right direction by acting, learning and improving together.
Staying Curious About What Comes Next
As an executive at Delta, a global technology leader, how do you see the future of Thailand’s technology industry, and how should we prepare for the changes ahead?
Thailand has strong potential to become a regional hub for technology and smart manufacturing.
But to actually get there, we’re going to need a solid talent pool, people with specialized skills who are always hungry to learn and keep growing.
That’s why lifelong learning is absolutely essential right now. We have to be brave enough to experiment, make mistakes, and pivot quickly. We might not get it perfectly right on the first try, and that's okay. The important thing is just taking action, because that’s what gives us the chance to learn, improve, and actually get better at what we do.
This mindset applies to everyone at every level.
“The future belongs to those who are ready to learn and unafraid to step beyond their comfort zones.”
The Personal Energy Behind the Leadership
Everyone knows your schedule is incredibly demanding, but you always seem so fresh and energetic, how important is personal discipline to your leadership style?
It’s absolutely important! If our internal energy is running low, it becomes difficult to lead a major project or give energy to other people.
Leading a large team requires more than just brainpower. It also needs emotional strength, physical health and psychological resilience.
That is why I make time to take care of myself, from working out and building good habits to organizing my life. It’s not just about looking good; it’s about building the 'stamina' to handle pressure and unexpected challenges.
Business success is just like good health, there are no shortcuts. It stems from 'small habits that we consistently repeat'.
The Routine That Keeps Her Moving
One of Kae's secret weapons for recharging is Pilates, a favorite activity she schedules four days a week, two morning sessions before heading to the office, and two on weekend mornings. For her, Pilates is more than just a workout, it is a time to focus, reset, and nurture both her body and mind before tackling a new day.
Golf is another passion of hers, offering a perfect blend of relaxation and high-impact business networking.
Although her schedule has been too tight to hit the greens lately, she eagerly anticipates her next round whenever the opportunity arises.
Kae's approach to health perfectly mirrors her life philosophy: maintain discipline, make time for what truly matters, and keep moving forward, no matter how chaotic the schedule gets.
Leading Through Uncertainty
Future in Action” is about taking action to shape the future, but even with the best plans, things may not always turn out as we expect. Does that uncertainty ever worry you?
Honestly, if you aren’t at least a little bit worried, you probably aren’t dreaming big enough!
Uncertainty is just a natural part of the tech industry. We can strategize for every possible scenario, but the market can still shift anyways. But I never let that uncertainty paralyze me, because I know that 'Uncertain is certain.'
The real goal of 'Future in Action' isn't about preparing for a flawless future, it’s about equipping ourselves with the ultimate agility to tackle whatever comes next. The moves we make today might not always go exactly as planned, but they give us real data and hands-on experience. That puts us leagues ahead of anyone just waiting on the sidelines for the ‘perfect’ time to act.
For me the risk of doing nothing is far more dangerous than the risk of getting it wrong. When tomorrow throws an unexpected challenge our way, we simply adjust our direction and move forward to keep playing the game.
Final Reflections
Final Reflections
As Country Manager of Delta Electronics (Thailand), Kae continues to lead with dynamism, stands out with her unique character, the courage to think big and act decisively, and a relentless energy when managing a massive team. Even in today's fast-paced tech landscape, she firmly believes that 'people' remain the most vital gears driving the organization forward.
Her key to success is simple, it starts with a positive mindset, keeping her own enthusiasm high, and always emphasizing 'immediate action', because the future waits for no one. This perfectly mirrors her own working style.
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