We recently had the privilege of interviewing Lawrence Lee, Founder & CEO of Add Courage, an organization empowering people to achieve their dreams through a range of services. Parallel to this, Lawrence leads as the Chairman of the Empowered Youth Leadership Conference (EYLC) and Chairman of the Board of Evangelism and Missions (Overseas) Committee, Church of the Ascension.
A seasoned and result-driven Human Resource professional with more than 33 years’ experience, he drove L&D and HR functions for several regions. Reflecting his expertise in the field, Lawrence Lee Pheng Hai has even developed and successfully managed a wide range of strategic HR initiatives and training programs.
The Purpose that Drives Add Courage Forward
Committed to their purpose to encourage and inspire all to achieve their dreams, Lawrence offers a range of services at Add Courage. For corporate training, the firm partners with companies, educational institutions, and diverse organizations to design and deliver impactful training programs. The sessions are built around core themes such as leadership, purpose, values, courage, and motivation — empowering participants to elevate performance and achieve exceptional results.
Add Courage also offers HR consultancy services reflecting the belief that inspired individuals drive higher productivity and meaningful growth. With tailored consultancy, organizations craft HR strategies and initiatives that energize teams and encourage individuals to reach their full potential.
Lawrence adds, “We champion educational advancement by supporting the establishment of new schools and nurturing the development of existing academic institutions, aligning with our goal to expand access to learning and empower communities through transformative education. Moreover, our Empowered Youth Leadership Conference (EYLC) initiative is dedicated to shaping the next generation of leaders in developing countries. Our dual mission is to inspire and equip youth with leadership skills grounded in purpose, and to provide practical career pathways through meaningful internships.”
The Two-fold Purpose of EYLC
Sharing EYLC’s two-fold purpose, Lawrence mentions, “Add Courage acts as catalyst for leadership development. EYLC empowers youth with essential leadership skills through annual conferences based on ‘The Purpose Formula,’ a transformative framework developed by Add Courage. The book and the Power of Purpose POP workshops equip young people with a practical guide to discover their purpose, harness their strengths, and lead with passion and impact. Moreover, we prioritize career acceleration through internships.
In partnership with Brands For Good (https://www.brandsforgood.asia/) we provide curated internship opportunities with values-driven enterprises. These internships give youth hands-on career exposure, mentorship, and real-world skills needed to succeed in today’s global economy.”
Strategic Focus of the Firm
EYLC adopts a country partnership model, organizing annual leadership conferences in collaboration with trusted local partners in countries, including Cambodia, Laos, Indonesia, the Philippines, Thailand, and more. Lawrence shares, “Our goal is to deliver all programs at no cost to the youth participants, ensuring equal access for youths from underprivileged backgrounds.”
Values Rooted in Add Courage
With a customer-centric approach, Add Courage is dedicated to building lasting relationships through genuine care and ethical business practices. Trust and transparency are at the heart of everything the team does. The firm even strives to make a positive difference by creating meaningful learning and employment opportunities, helping strengthen communities and uplift lives.
“Our core values have helped us gain the trust and support of the customers we serve. For example, over the years, we have built up strong relationships with more than ten schools and organisations in Cambodia representing more than 10,000 students,” explains Lawrence.
Furthermore, the reputation of Singapore as being trustworthy and professional has helped Add Courage to rapidly expand its reach within ASEAN. He even mentions, “We have already established our presence in seven cities in ASEAN and this will grow to at least ten in 2026. We are genuinely passionate about encouraging and inspiring others to achieve their dreams especially with the youth communities we serve.”
The rest of the year is a hive of activity for Add Courage with three Empowered Youth Leadership Conferences EYLC and two Power of Purpose POP workshops coming up in various ASEAN cities. “Our goal is to deliver a positive and sustainable impact to the communities we serve resulting in greater growth of the reach of our empowerment programs. We provide our programs at no charge to our youth participants so we will need to continue to build up resources from our supporters and donors,” Lawrence reflects.
Learn more about Add Courage on their website https://addcourage.com/
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