People who just do it
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Description
Book Introduction
- A word from MD
-
The most overwhelming are those who 'just do it'The first book by Kim Han-gyun, founder of Papa Recipe, who created 200 billion won in annual sales with 2 million won.
Rather than preparing perfectly, he honestly explained the importance of 'trying it out' within one's capacity.
The author's compelling experience of looking at failure in a positive light and achieving success through countless attempts and challenges.
June 17, 2025. Self-Development PD Oh Da-eun
Cosmetics road shop part-timer, first generation 'Kodak' power blogger
On my path to success as CEO of a beauty and wellness company…
“The person who just does it is the most overwhelming!”
A towering $45 million export tower! A venture legend with annual sales of 200 billion won! The first book captures the insights of CEO Kim Han-gyun, a key figure in the growth of K-beauty and a self-made entrepreneur in his 30s and 40s.
From his days as an Etude House road shop part-timer and first-generation male beauty blogger to becoming the CEO of a beauty and wellness company, the film vividly captures his journey, conveying the message that “the most overwhelming person is someone who just does it.”
Founded with only 2 million won in poor conditions, the company surprised the beauty industry by winning the $5 million export tower award (Wonju office) and the $10 million export tower award (Seoul office) in just 6 years, and then the $30 million export tower award the following year.
Bombi Mask Pack, which conquered the Chinese market, has sold a total of 2.2 billion sheets, and its single product sales reached 600 billion won.
What led him to success was not careful analysis, but bold execution.
He focused on narrowing the gap between thoughts and actions to the extreme and increasing the number of executions.
The world is full of uncontrollable variables, and since we can't predict each and every one of them, there's no surer way than to 'just do it'.
He has often emphasized to young businessmen and social professionals he meets at lecture halls that “thinking and acting are not the attitude of a beginner.”
Even if he was lacking, poor, difficult, and whatever others said, he just did it.
As I continued, the path became clear, I met people, and opportunities came.
What I realized after going through the difficult process is that no matter who does it or what field it is, if you follow the route of 'just do it - repeat - improve', you will inevitably get closer to success.
The book, consisting of five chapters, guides readers through the process of choosing, trying, achieving, learning, and finally reaching balance.
Whatever you want, just do it.
The person who just does it gets the opportunity first, experiences it first, and gets the feel of it first.
If it goes well, it's perfect, and if it doesn't go well, it's easy to fix.
Overcome anxiety by taking action, without making excuses about recession or adverse conditions.
In the end, the person who just does it is the scariest person and the most overwhelming person!
On my path to success as CEO of a beauty and wellness company…
“The person who just does it is the most overwhelming!”
A towering $45 million export tower! A venture legend with annual sales of 200 billion won! The first book captures the insights of CEO Kim Han-gyun, a key figure in the growth of K-beauty and a self-made entrepreneur in his 30s and 40s.
From his days as an Etude House road shop part-timer and first-generation male beauty blogger to becoming the CEO of a beauty and wellness company, the film vividly captures his journey, conveying the message that “the most overwhelming person is someone who just does it.”
Founded with only 2 million won in poor conditions, the company surprised the beauty industry by winning the $5 million export tower award (Wonju office) and the $10 million export tower award (Seoul office) in just 6 years, and then the $30 million export tower award the following year.
Bombi Mask Pack, which conquered the Chinese market, has sold a total of 2.2 billion sheets, and its single product sales reached 600 billion won.
What led him to success was not careful analysis, but bold execution.
He focused on narrowing the gap between thoughts and actions to the extreme and increasing the number of executions.
The world is full of uncontrollable variables, and since we can't predict each and every one of them, there's no surer way than to 'just do it'.
He has often emphasized to young businessmen and social professionals he meets at lecture halls that “thinking and acting are not the attitude of a beginner.”
Even if he was lacking, poor, difficult, and whatever others said, he just did it.
As I continued, the path became clear, I met people, and opportunities came.
What I realized after going through the difficult process is that no matter who does it or what field it is, if you follow the route of 'just do it - repeat - improve', you will inevitably get closer to success.
The book, consisting of five chapters, guides readers through the process of choosing, trying, achieving, learning, and finally reaching balance.
Whatever you want, just do it.
The person who just does it gets the opportunity first, experiences it first, and gets the feel of it first.
If it goes well, it's perfect, and if it doesn't go well, it's easy to fix.
Overcome anxiety by taking action, without making excuses about recession or adverse conditions.
In the end, the person who just does it is the scariest person and the most overwhelming person!
- You can preview some of the book's contents.
Preview
index
FOREWORD Recommendation
PROLOGUE Starts lightly and ends perfectly
Chapter 1.
select
Choice: The Value of Money Now vs. the Value of Time
Genre: Is this something I can continue doing?
Awareness: Ambiguous specifications, ambiguous career
Start: If there's only a 2% chance
Essence: Whose problem is it, and how will it be solved?
Chapter 2.
trial
Matt's house: It hurts less if you prepare and get hit.
Sales: If you have the courage to be rejected
Target: The Secret to Bombi Mask Pack's Great Success
Opportunity: The Miracle of First Export of 5 Billion Won
Speed: Choosing faster than choosing right
Chapter 3.
achievement
Reality: A vessel capable of handling success
Transition: Using Anxiety as a Fuel
Leap: From Beauty to Wellness
Taste: The First Step to Creating a Brand
Gaze: No one lives for you
Chapter 4.
learning
Learning: Working with people who are good at it
Development: The Process of Discovery
Strength: An era of charm over ability
Reading: The Ultimate Benefit of Vicarious Experience
Repetition: On the Infinite Pattern of Risk
Chapter 5.
balance
Habits: Daily Execution Automation System
Stamina: As soon as you open your eyes, run.
Relationships: Knowing when to cut things off is also respect
Challenge: About a dream you want to challenge again
Values: The Real Rich and Capitalism
EPILOGUE Persistent and steady
PROLOGUE Starts lightly and ends perfectly
Chapter 1.
select
Choice: The Value of Money Now vs. the Value of Time
Genre: Is this something I can continue doing?
Awareness: Ambiguous specifications, ambiguous career
Start: If there's only a 2% chance
Essence: Whose problem is it, and how will it be solved?
Chapter 2.
trial
Matt's house: It hurts less if you prepare and get hit.
Sales: If you have the courage to be rejected
Target: The Secret to Bombi Mask Pack's Great Success
Opportunity: The Miracle of First Export of 5 Billion Won
Speed: Choosing faster than choosing right
Chapter 3.
achievement
Reality: A vessel capable of handling success
Transition: Using Anxiety as a Fuel
Leap: From Beauty to Wellness
Taste: The First Step to Creating a Brand
Gaze: No one lives for you
Chapter 4.
learning
Learning: Working with people who are good at it
Development: The Process of Discovery
Strength: An era of charm over ability
Reading: The Ultimate Benefit of Vicarious Experience
Repetition: On the Infinite Pattern of Risk
Chapter 5.
balance
Habits: Daily Execution Automation System
Stamina: As soon as you open your eyes, run.
Relationships: Knowing when to cut things off is also respect
Challenge: About a dream you want to challenge again
Values: The Real Rich and Capitalism
EPILOGUE Persistent and steady
Detailed image
Into the book
I believe the biggest reason we were able to grow the Papa Recipe brand was because we stayed true to our core values.
The essence of cosmetics is to help skin health by mixing good ingredients in the most appropriate ratio.
Organic Jojoba Oil is a product that has a clear answer to the question, "Whose problem will it solve, and how?"
This is a successful case of finding needs in people and experiences and developing them into products.
---From "Essence: Whose Problem and How to Solve It"
When I think about how I, a very introverted type I, developed such bold courage, I remember the time I was working part-time delivering pizza right after I finished the college entrance exam.
Pizza delivery, with its high hourly wages and added hazard pay for motorcycle driving, was a job that taught me a lot.
When you arrive at the delivery location, ring the bell, take off your helmet, have your face checked, and then say this.
"hello.
This is Kim Han-gyun from Pizza Hut's home server.
“Is the pizza you ordered Super Supreme Rich Gold Large?”
---From "Sales: If You Have the Courage to Be Rejected"
Papa Recipe was able to grow steadily thanks to its method of receiving a certain percentage of deposits and producing products.
We achieved a miraculous figure of 5 billion won with our first export, but I had no idea that our annual sales would later reach 10 billion won, then 100 billion won, and then 200 billion won.
---From "Opportunity: The Miracle of the First Export of 5 Billion Won"
If you want to be good at something, you need to spend a lot of time with people who are already good at it.
These days, I'm really into cooking, so I spend a lot of time hanging out with people who are good at cooking.
For a dish to be delicious, a preparation process called 'Prep' is necessary.
I thought it was very similar to the process of preparing a business.
The results will vary depending on how well you have the ingredients and equipment, how well you understand the recipe, and in what order you cook it.
The essence of cosmetics is to help skin health by mixing good ingredients in the most appropriate ratio.
Organic Jojoba Oil is a product that has a clear answer to the question, "Whose problem will it solve, and how?"
This is a successful case of finding needs in people and experiences and developing them into products.
---From "Essence: Whose Problem and How to Solve It"
When I think about how I, a very introverted type I, developed such bold courage, I remember the time I was working part-time delivering pizza right after I finished the college entrance exam.
Pizza delivery, with its high hourly wages and added hazard pay for motorcycle driving, was a job that taught me a lot.
When you arrive at the delivery location, ring the bell, take off your helmet, have your face checked, and then say this.
"hello.
This is Kim Han-gyun from Pizza Hut's home server.
“Is the pizza you ordered Super Supreme Rich Gold Large?”
---From "Sales: If You Have the Courage to Be Rejected"
Papa Recipe was able to grow steadily thanks to its method of receiving a certain percentage of deposits and producing products.
We achieved a miraculous figure of 5 billion won with our first export, but I had no idea that our annual sales would later reach 10 billion won, then 100 billion won, and then 200 billion won.
---From "Opportunity: The Miracle of the First Export of 5 Billion Won"
If you want to be good at something, you need to spend a lot of time with people who are already good at it.
These days, I'm really into cooking, so I spend a lot of time hanging out with people who are good at cooking.
For a dish to be delicious, a preparation process called 'Prep' is necessary.
I thought it was very similar to the process of preparing a business.
The results will vary depending on how well you have the ingredients and equipment, how well you understand the recipe, and in what order you cook it.
---From "Learning: Beside Someone Who Is Good"
Publisher's Review
The myth of '200 billion won in sales' achieved with '2 million won in capital'!
The first record of Papa Recipe's beginnings, challenges, and achievements.
CEO Kim Han-gyun founded Costory with a capital of 2 million won at the age of 28.
The business, which started with an old desk and a laptop in a small 8-pyeong office, grew into a company with annual sales of 200 billion won in just 6 years.
At first glance, it may seem like a quick and easy success, but in fact, the process involved arduous effort, painful failures, and repeated attempts.
He attributes his success to not blaming the poor conditions, not delaying action, and repeating countless manageable failures.
He says that this is the core of being a 'just doing it' person and the process that must be gone through to achieve the desired goal.
This book is the first record of CEO Kim Han-gyun's growth, from the process before and after starting his business to his desired goals.
Through various twists and turns and episodes, he analyzes and selects only the key points to inform readers about where he places his standards for value judgment in important choices and how his thoughts and actions create a distinctive difference.
For example, it is like this.
“The laws of success have too many variables.
“First, find out the law of failure, and then devise a strategy to avoid it.” “Trouble is bound to come.
So, do some strength training in advance to raise your threshold.
“It hurts less if you prepare and get it right.” “Increasing the number of times you execute is an absolute condition for increasing the probability of success.
This is why you should be ‘consistent’ rather than ‘perfect.’ “Transform your inferiority complex into passion, and your anxiety into motivation.” The author’s realistic advice, gleaned from the hardships, mistakes, and failures he experienced, awakens readers and motivates them to take action.
Business is also a comprehensive art! The power of small routines!
About attitude and balance in life, including habits, physical strength, relationships, and reading.
The author says:
“Business is also a comprehensive art.
“It’s not something that can be achieved by being good at just one thing.” In fact, CEO Kim Han-gyun lives a life of thinking, planning, and acting, writing in his TPA notebook (Thinking, Planning, Acting) every single day without fail.
If you think that the time you open your eyes in the morning is the beginning of your life and the time you go to sleep is the time you close your eyes, then you can never waste the limited time of the day.
Believing that physical strength governs mental strength, he runs as soon as he opens his eyes, and regularly competes in marathons and triathlons, challenging himself to the limit.
In order to make 'better decisions', there should be at least no 'bad decisions', but a strong mental fortitude developed through physical strength raises the lower limit of bad decisions.
While running a wellness brand that goes beyond beauty, I also have a sense of mission: “The founder must live the life the brand pursues, and that is the brand’s authenticity.”
In addition, it contains insights on life attitude and balance, such as “Build an automated daily execution system,” “If a relationship is eating away at you, it is also respectful to know when to cut it off,” “Read three books at the same time, 10 pages a day,” and “If you recognize risk patterns, you will not be buried in the problem at hand.” It also contains insights on habits, relationships, reading, risk management, and life attitude and balance.
Everyone has a humble beginning.
But once you try it, you can handle it yourself and gradually refine it.
We can be anything and do anything.
I believe that after reading this book, anyone, regardless of what they are trying to accomplish, will be able to take the step-by-step path of "choice, attempt, achievement, learning, and balance."
The first record of Papa Recipe's beginnings, challenges, and achievements.
CEO Kim Han-gyun founded Costory with a capital of 2 million won at the age of 28.
The business, which started with an old desk and a laptop in a small 8-pyeong office, grew into a company with annual sales of 200 billion won in just 6 years.
At first glance, it may seem like a quick and easy success, but in fact, the process involved arduous effort, painful failures, and repeated attempts.
He attributes his success to not blaming the poor conditions, not delaying action, and repeating countless manageable failures.
He says that this is the core of being a 'just doing it' person and the process that must be gone through to achieve the desired goal.
This book is the first record of CEO Kim Han-gyun's growth, from the process before and after starting his business to his desired goals.
Through various twists and turns and episodes, he analyzes and selects only the key points to inform readers about where he places his standards for value judgment in important choices and how his thoughts and actions create a distinctive difference.
For example, it is like this.
“The laws of success have too many variables.
“First, find out the law of failure, and then devise a strategy to avoid it.” “Trouble is bound to come.
So, do some strength training in advance to raise your threshold.
“It hurts less if you prepare and get it right.” “Increasing the number of times you execute is an absolute condition for increasing the probability of success.
This is why you should be ‘consistent’ rather than ‘perfect.’ “Transform your inferiority complex into passion, and your anxiety into motivation.” The author’s realistic advice, gleaned from the hardships, mistakes, and failures he experienced, awakens readers and motivates them to take action.
Business is also a comprehensive art! The power of small routines!
About attitude and balance in life, including habits, physical strength, relationships, and reading.
The author says:
“Business is also a comprehensive art.
“It’s not something that can be achieved by being good at just one thing.” In fact, CEO Kim Han-gyun lives a life of thinking, planning, and acting, writing in his TPA notebook (Thinking, Planning, Acting) every single day without fail.
If you think that the time you open your eyes in the morning is the beginning of your life and the time you go to sleep is the time you close your eyes, then you can never waste the limited time of the day.
Believing that physical strength governs mental strength, he runs as soon as he opens his eyes, and regularly competes in marathons and triathlons, challenging himself to the limit.
In order to make 'better decisions', there should be at least no 'bad decisions', but a strong mental fortitude developed through physical strength raises the lower limit of bad decisions.
While running a wellness brand that goes beyond beauty, I also have a sense of mission: “The founder must live the life the brand pursues, and that is the brand’s authenticity.”
In addition, it contains insights on life attitude and balance, such as “Build an automated daily execution system,” “If a relationship is eating away at you, it is also respectful to know when to cut it off,” “Read three books at the same time, 10 pages a day,” and “If you recognize risk patterns, you will not be buried in the problem at hand.” It also contains insights on habits, relationships, reading, risk management, and life attitude and balance.
Everyone has a humble beginning.
But once you try it, you can handle it yourself and gradually refine it.
We can be anything and do anything.
I believe that after reading this book, anyone, regardless of what they are trying to accomplish, will be able to take the step-by-step path of "choice, attempt, achievement, learning, and balance."
GOODS SPECIFICS
- Date of issue: June 10, 2025
- Page count, weight, size: 232 pages | 128*188*20mm
- ISBN13: 9791198516268
- ISBN10: 1198516267
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