Coworking spaces are the result of a booming startup and ‘self-made’ scene. With these spaces and facilities mushrooming in Malaysia, one has to wonder how they distinguish themselves from one another and stand out in a rapidly-growing landscape. We speak to Ganesh Mahendranathan, the Country Manager of Found8 - a prominent coworking facility HQ’d in Singapore with a few unique twists - about creating a standout brand that attracts and identifies with the local startup culture. We also touch on challenges, building loyalty, and the choice of setting up Found8’s KL space in an extremely busy district.