Cowards Don't Go To Heaven: Creative Legend Eugene Cheong
October 11, 2026
What happens when an industry built on creativity becomes afraid to take risks? Ali and Bryce welcome Eugene Cheong, former Ogilvy Asia Pacific Chief Creative Officer, for a candid conversation about his book, Cowards Don’t Go to Heaven. From AI-fuelled mediocrity and algorithmic echo chambers to the courage to find your own voice, Eugene challenges advertising’s obsession with playing safe—and shares how losing his job helped him rediscover his love of the craft.
Eugene Cheong spent more than three decades in advertising, including ten years as Ogilvy Asia Pacific’s Chief Creative Officer, and was named one of the world’s 50 best copywriters by D&AD. His book, Cowards Don’t Go to Heaven, draws on that career to explore eight habits that nurture creativity, from courage and curiosity to authenticity and perseverance.
What happens when an industry built on creativity becomes afraid to take risks? Ali and Bryce welcome Eugene Cheong, former Ogilvy Asia Pacific Chief Creative Officer, for a candid conversation about his book, Cowards Don’t Go to Heaven. From AI-fuelled mediocrity and algorithmic echo chambers to the courage to find your own voice, Eugene challenges advertising’s obsession with playing safe—and shares how losing his job helped him rediscover his love of the craft.
Eugene Cheong spent more than three decades in advertising, including ten years as Ogilvy Asia Pacific’s Chief Creative Officer, and was named one of the world’s 50 best copywriters by D&AD. His book, Cowards Don’t Go to Heaven, draws on that career to explore eight habits that nurture creativity, from courage and curiosity to authenticity and perseverance.
Key takeaways:
- Courage makes creativity possible. Original ideas need people willing to defend them when committees, testing, and corporate caution push toward safer choices.
- Talent needs practice. Creative excellence grows through habits, study, and sustained effort; natural ability alone can only take you so far.
- Look beyond your algorithm. Read widely, meet unfamiliar people, and wander into unexpected places to create opportunities for fresh connections.
- AI makes mediocrity easier to scale. Producing more content faster means little without the judgment and care to make something worth seeing.
- Find your voice—and your people. Distinctive work needs conviction and a small group committed to making it happen.
- Find a calling that lasts. Eugene’s idea of creative paradise is doing work you love for its own sake, beyond titles, awards, and corporate status.
About Eugene: https://www.eugenecheong.com/
Eugene on LinkedIn: https://www.linkedin.com/in/eugene-cheong-53137838/
Buy the Book: https://a.co/d/0eo3PL6N
For everything ShanghaiZhan: http://zhanstation.com/
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/