When David Lee joined PG&E in San Francisco, the company was collapsing under the weight of California’s first energy crisis. “These utility veterans kind of got us into this,” the new CFO told him, handing him an unusual assignment: act as an “anti-CFO.” Lee spent his days testing every forecast and financing plan, proposing contrarian options like a preferred-equity line from KKR. The exercise, he tells us, forced him to “think independently” and learn how to guide a public company in deep trouble.

That moment crystallized a pattern in Lee’s career—a willingness to enter complex situations and rethink accepted wisdom. From his start at Leo Burnett Company, where he learned to “walk in the shoes of the consumer,” to his nine-year transformation tour at Del Monte and later Best Buy’s celebrated “Renew Blue” turnaround, he has sought environments that reward original thought over routine expertise.

Today, as global COO and CFO of Webtoon, Lee applies the same mindset to a different kind of transformation—the business of storytelling. He tells us the platform connects 24 million creators to 156 million readers each month, growing its English-language audience 19 percent year over year. Yet he draws a bright line around technology’s role: “Human storytellers are the best storytellers.” AI, in his view, should fight piracy and improve discovery, not replace creativity.

Across every chapter, from crisis utilities to digital comics, Lee’s philosophy remains constant—progress begins when finance leaders question assumptions and listen long enough to see possibilities others overlook.