We’re excited to introduce you to the always interesting and insightful Khair Mas’od. We hope you’ll enjoy our conversation with Khair below.

Hi Khair, thanks for joining us today. What do you think matters most in terms of achieving success?

Success, to me, really comes down to grit. When I started my company, Subset, there was a huge learning curve. I hadn’t formally studied business management or accounting, so stepping into an executive role required me to learn on the job—while also leaning into what I do best, which is the creative work. But I quickly realized that being a business owner means you give up the 9-to-5 for a 24/7 role, and it comes with absorbing a lot of pressure, setbacks, and unexpected challenges.

We just hit our first year as a company, and that milestone highlighted just how much perseverance is required. It’s meant a lot of late nights, bad news, imposter syndrome, and constant problem-solving. Through all of this, I’ve had to shield my team from the challenges I’m dealing with, so they can focus on doing great work. It’s essential to stay steady and not let the rough days influence the team’s energy.

One story that sticks out was a particularly rough month where we faced back-to-back challenges—clients pulling out, projects not landing as planned, financial concerns. It was easy to get discouraged, but the only way through was to keep going. I’ve found that success isn’t a single breakthrough but a long series of days where you choose to push through. That’s why I think grit is the most important quality in building something that lasts.

Khair, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Hi, I’m Khair, one of the founders of Subset, a video production company focused on social media content. I got my start as a production assistant, learning every detail involved in bringing a project to life. Eventually, I became a producer, taking on larger responsibilities. In my current role I now handle have my hands in all aspects of the work that we do—from directing to shooting and editing.

Beyond video, I’ve built a solid skill set across photography, graphic design, and creative direction, which allows me to approach projects with a versatile perspective. With Subset, I aim to use these skills to produce content that stands out. My goal is to continue evolving as a creative director, using my practical, hands-on expertise to bring each client’s vision to life in a way that feels both real and refined.

Can you tell us about a time you’ve had to pivot?

Just last year in May, I was unexpectedly fired from my job. It was a Wednesday—I remember because I found it oddly amusing to be let go mid-week, as though it was just another day at the office. With only a day’s notice, I was suddenly thrown into job hunting mode, and thankfully, I found a new position by the very next day. My only condition was to work remotely, and with that, my life took a new direction. I set off for Bali, ready to embrace the change and experience a different way of working and living.

The adjustment to remote life was surprisingly smooth, partly because it’s hard not to be optimistic when you’re working with views of beautiful sunsets, usually with a coconut in hand. I quickly found a rhythm, balancing productivity with the unique lifestyle that Bali offered. Each day felt like a blend of work and a personal retreat, and that balance helped me rethink how I wanted my life and career to look. I began to see the potential in stepping away from traditional office life to focus on more flexible, self-directed work that I could truly invest myself in.

Then, in October, another opportunity presented itself: the chance to start my own business. After experiencing the freedom of remote work, I was ready to take an even bigger leap. Founding Subset has been the most significant pivot in my life and career, giving me the chance to apply my creative vision, build something meaningful from scratch, and set my own path. It hasn’t been without challenges, but the journey has been incredibly fulfilling.

This series of unexpected changes—from being fired, to working remotely, to launching Subset—has taught me the value of adaptability and resilience. Each pivot pushed me closer to the career I genuinely wanted, even though it was a path I couldn’t have foreseen. Today, I’m grateful for every twist along the way, as they’ve led me to build a business I’m passionate about, in an industry where I feel I can make a real impact.

What do you think helped you build your reputation within your market?

I believe my reputation has been built on a balancing act: staying humble, being kind, and treating every project with the seriousness it deserves. I approach every experience with a learning posture, never assuming I have all the answers, and I stay genuinely curious about new ideas and ways to improve. When challenges come up, I don’t panic or look for blame. Instead, I focus on finding solutions and keeping the energy positive.

Creating a collaborative and constructive environment is important to me. I’ve found that maintaining a “good vibe”—for both my team and clients—sets the stage for better creativity and stronger results. It also allows people to feel comfortable sharing their ideas and tackling problems together. I think clients appreciate this sense of calm and focus, knowing I’m dedicated to delivering quality while making the process enjoyable. This approach has allowed me to build strong, trusting relationships, which I think is at the core of my reputation in the market.

Contact Info:

• Website: https://bysubset.co
• Instagram: https://www.instagram.com/bysubset
• Linkedin: https://www.linkedin.com/company/teamsubset