About Us

Zenformation began as an idea long before it became a company. It grew out of years spent inside complex organisations across South Africa, Australia and the Asia-Pacific region — environments full of ambition, competing priorities and constant change. In those settings, our founder, Cheng-Hui (Jas) Chuang, found himself returning to the same question: How do organisations transform in a way that feels purposeful, relevant and truly achievable from the inside out?

The answer emerged slowly, shaped through hundreds of conversations with leaders, countless hours of analysing what drives meaningful progress, and a decade of guiding teams through change. What Jas saw, time and again, was that organisations struggled not because they lacked talent or ideas, but because they lacked the conditions for change to take root. Leaders and business owners were overwhelmed by noise, disconnected from the insights they needed, or uncertain about how to translate vision into everyday action.

Transformation, he realised, required two forces working together — centred intention and practical formation.

The intention to understand why change matters. And the formation of the capabilities, decisions and habits that make change real.

This is where the name Zenformation comes from.

Zenformation express a belief that transformation succeeds when it is thoughtful, relevant and connected to the people who drive it.

Jas’ journey shaped this philosophy. Early in his career, he worked with organisations navigating deep structural shifts. Some moved with confidence, guided by insight and clarity of purpose. Others felt stuck, uncertain or fragmented — despite having the desire to improve. The difference always came back to one thing: leaders and business owners who could see what mattered and take the next step with conviction.

Zenformation Advisory was created to support those leaders and entrepreneurs.

Not with grand theories or abstract frameworks, but with guidance that is practical, human and anchored in relevance. Jas built the firm on the belief that every business deserves a partner who listens deeply, finds the signal within the noise and helps create progress that feels authentic, not imposed.

Today, Zenformation Advisory brings together experts across finance, customer & marketing, insights and AI — all united by the same conviction: we can fuel disproportional growth through deep relevance and purpose. It should help Australian businesses of all sizes reconnect with what matters, refocus their energy and move forward in ways that are meaningful for their teams, customers and communities.

Our story continues to evolve with every client we support. But its heart remains the same — helping organisations grow in ways that honour their purpose and reflect the future they want to create.