​The Stage @ SQ Collective

​As part of our weekly Friday co-working sessions, we are providing a stage for AI builders and startup founders to share on a topic they are passionate about - all the way from startup war stories down to technical showcases.

​Every Friday, 1.30pm.

​Psst: we are always looking for speakers - To register your interest, fill up this form.

​Season 2

​This week, we are pleased to have Lucas Grey, who is CEO at Dephrase, a consultancy specializing in premium positioning for service brands. Prior to this, she co-founded Modul and has consulted with premium brands such as Chanel. She was also awarded Design Scholarship by the Design Singapore Council for the year of 2020.

​Topic: How to Build Premium Services With AI

​There's a misconception that AI commoditizes services; that automation makes everything feel cheap. But our research with premium firms reveals the opposite. When you use AI to enhance human capability rather than replace it, something interesting happens. You can deliver perfect recall, flawless execution, and hyper-personalization while maintaining the exclusivity that commands premium prices.

​The key: premium perception isn't about doing everything manually. It's about crafting experiences that feel expensive.

​We'll break down

​Why some services charge 100x more (and clients happily pay) What creates premium perception (and why it matters more than actual value)

​How to use AI to multiply perception, not erode it

​Who is this for? Service providers and business owners who already deliver exceptional value but struggle to command premium prices.

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​We also run a series of masterclasses along with TGB, for folks who want to go in-depth and get their hands dirty. For further information, please see here.

​Speaker

​L. Grey is the CEO of Dephrase, a consultancy specializing in premium positioning for service brands. After working with Chanel and learning how luxury creates desire in digital spaces, she tested whether these strategies could work outside traditional luxury. After building a consumer software startup that successfully charged iPhone prices, she proved that premium positioning is about crafting perception not just value.

​Now Grey helps service providers apply this same methodology so they can charge what their worth.

​SQ Collective

​SQ Collective is a community-first space for:

• ​Building with AI (AI Labs x TGB)

• ​Getting from -1 to 0 (Founders circle x BASE0)

• ​Creative technologist labs x Justin Baird

​Check out our spaces here.
Check out our packages here.

​​​​TGB

​Asia’s premier GenAI community with 15,000+ Generative AI founders, leaders, builders, and experts. This is your community to learn, build, and earn using Generative AI.

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