Grow with Character! (19/100) Series by Hermawan Kartajaya - Ask, and you will be given!

TRAVEL early MarkPlus Professional Service is not as smooth as I thought. In fact, my personal brand awareness is high enough to write in Java, thanks to post every Wednesday (since I was in PT Stage Electronic Industries and continued when the Sampoerna). My personal brand association also has a very "sharp", because it is always and only the writing of "angles" marketing. If calculated only roughly, three consecutive years the time that means is marketing 150 I quit writing in Java Pos.

My presence at the Rotary Club Surabaya Rungkut also help the network. That's where I started offering to speak of "free" on the companies my friends. That was hard!

They like to read my writing because it is easily digested, but do not want to spend time for the men. They are afraid that if I just nonsense. Fortunately, at that time, I have other activities. Namely, teaching in a part-time at the Faculty of Economics Ubaya with my former thesis supervisor there, Mr. Henky Supit, who is now a professor. In addition, I turn myself in Indonesia Marketing Club or IMC Branch Surabaya. Anyway, to look busy, I had to go outside the house every day!

If only the house in Jalan Taman Indah C Prapen 8, Surabaya, I am ashamed as a neighbor! Because of that, every day I have to leave the house, driving Corolla installment where aja. Visiting a friend's office to offer themselves, but did not sell! Free though.

All the people who used to respect, when I was a director of PT HM Sampoerna, like soap encountered. In fact, those who had searched me. Request for additional rations of cigarettes or ask for donations, even sponsorship. Frankly, after a month I was a bit desperate. Going through the embarrassment of cooperation, will continue the heavy taste. But, I must not look like that at home or in front of my friends.

Every night I was sad to see both my children were little, Michael and Stephanie. I'm not worried about my own, but worried about the fate of those still in school in Santa Maria. At night, several times I had tears in my eyes by accident.

But, anyway, I had to endure! How? Finally, I decided to face the Pak Putera Sampoerna. I asked Mike (call Michael, son Hermawan, Red) and I brief him on the car that I would "get jobs" to Mr. Son. That is, so he could understand "the struggle" to ask for my job. But also, to create psychological effects of Mr. Son.

We both accepted Mr. Putera Sampoerna in her study about seven o'clock. Michael is not a big look "concerned" of the atmosphere rather "tense", especially when I began to speak.

I immediately reported back that I had Toyota Crown Saloon and thanks for my debt erased. I really owe when I was working at the Sampoerna to take MSc in Marketing from the Graduate School of Business from the University of Strathclyde (by distance learning). That is, I do not have to go to England, but enough to learn from the material submitted, part tutorial in Singapore, and exams at the British Council.

I took the decision to have a diploma S-2 without leaving work. Strathclyde selected, because I see the highest rank among the other distance learning programs at that time.

If the school full time there, only four quarters or a year. If distance learning should be four semesters or two years. When I came out of Sampoerna, I have completed three semesters well.

Semester four of the most troublesome of my thesis. Communication with the supervising difficult, especially my English is not good it is to write a thesis. But okay, at least have paid my debt to pay tuition fees to be paid in advance.

Back to my story, after the second reported case was, I just ask for Mr. Son to be "pelaris". I admit it if not sold!

Within half an hour, Putera Sampoerna agreed to provide job training to former child of my own fruit in the distribution division throughout Indonesia for one year. That was my first job! A great deal! Immediately, I moved and put Mike on the way home. It was a relief, after a month can not be any jobs.

I still remember, at that time the total contract year can be as much as my two and a half times a year from my salary as a director! To be honest, this is the "flow of blood transfusion" first order MarkPlus Professional Service does not become "fat" and "plus"!

Now, with the buffer, I can live in peace at least a year. In addition, there is a chance to start looking for administrative assistants, office. and develop a network outside the city.

What lesson can I here? I sell a large training packages to my ex-boss to train ex-child of my own pieces in the right psychological situations! Also? Actually I do not sell, but ask at the right time (Pak Putera more relaxed in the afternoon) in the right psychological situations as well (there was Mike). An event that could never forget ever! (*)

Grow with Character! (18/100) Series by Hermawan Kartajaya - Brand Must Reflect "Reason for Being"

MarkPlus is Marketing Plus! It was seen in the first logo I created. There are nine small square box that I collated three times three.

In the three boxes on the top line, I put the letters MAR. In the three boxes on the second row, I put KET. Arrangement of letters in the last line is the I-N-G. So, if you read:-MAR-KET ING.

To illustrate Plus, I played black and white. On the top row, the letter M in black color with a white background. A white color on black box and R colors in black and white. K-E-T three white on black boxes. Finally, back again as the first line, I black and white, white N on a black, and G in black and white.

Thus, background-MAR-KET ING will be read as a black cross.

Everything is clear and explicit, that I really want to say that business is marketing plus others. That is, all other functions such as finance, operation, and human resources to follow the marketing decisions.

Thus, since the beginning of the establishment of Professional Service MarkPlus in Surabaya on May 1, 1990, I've wanted to do a "redefinition" of marketing. I strongly believe that marketing is a "function" which had a higher level than others. At that time, I was amazed at Unilever very "marketing".

At Unilever, marketing director at that time had a position above the "half rate" than any other director. It was "recognized and accepted" by nature.

I became increasingly amazed at Unilever that time, when the time to visit the factory. Ordinary course, no one I istimewa.Teman, Mr. Ibn who was human resources manager, said that Unilever is the biggest secret of his brand. "If this tomorrow Unilever factory fire, brand Pepsodent is still large and can be produced at the plant anywhere." Later I grew to understand the importance of brand when they learned that Nike did not even have a single plant! But, they have a strong brand!

All other functions aimed to "supports" the decision a very important marketing is. R & D directed to make products in accordance with the "direction" brand predetermined. In the case of Pepsodent, then "white teeth" is a strategy used for Pepsodent. If that happens the opposite, in fact dangerous!

Make products that are considered first "good and competitive", but is not in accordance with the "white teeth". Eventually, the brand will be weak and did not sell any products!

So did the production. Quality of toothpaste to create a "white teeth" that should be kept in accordance with the brand promise. Human resources had been recruited since the beginning have had to understand that.

Finance was directed to "finance" to "white teeth" that will increasingly become a reality and more and more users. Therefore, spending in the form of advertising, research and development, human resource training, and so also be directed!

How to channel? Well, the distributor of Unilever's "think" only in Unilever's request to conduct investment in infrastructure such as car canvas, warehouse, or the computer! Why?

Yes because Unilever had a strong bargaining position due to a strong brand! In fact, the distributor was "willing" organized by Unilever in terms of orders of goods and the selling price to the retailer! Once again, it all happened because there is a strong brand!

Frankly, that's what I did on the first day MarkPlus: determine the "direction" or even a reason for being for the birth MarkPlus Professional Service. If there is no good reason and unique in establishing a company, other activities will be "sporadic".

To me, business is marketing plus others is reason for being, not just a logo. I strongly believe that it is very true. Also, all my products and all activities must support it!

I also believe that the logo should be clear and easily understood.

Especially if I set up a new company that has not been known!

I still remember the words that the meaning of Putera Sampoerna SAMPOERNA which also nine letters were much "better" than the Dji Sam Soe, who was better known! For this reason, a decision he is wearing a corporate brand Sampoerna, Dji Sam Soe is not! Thus, all activities should be directed to ensure "the Sampoerna's"!

Because I was so obsessed in the sanctity number nine, I came to believe that the logo MARKETING totaling nine letters hokkie that will take me. Because of that, I still believe that MarkPlus not be "fat" or start and "plus" or die within three months, as my friend predictions.

Lesson?

Start with a logo with the "meaning of" as a reason for being for a new company! (*)

Grow with Character! (17/100) Series by Hermawan Kartajaya - Being a Big Fish in Small Pond!

KEEP light, the first days after I set up MarkPlus Professional Service in Surabaya on May 1, 1990, I was nervous. Usually up Toyota Crown Salon, then up Toyota Corolla. Cicilian again! Love the new deposit USD 20 million and owe 24 months. That, too, could not pay in full.

Business cards are original director of PT HM Sampoerna be MarkPlus Professional Service without the office. Ashamed because. Early written director or managing director, had the employee not at all. One company or one man show .... The address of the SIER Sampoerna factory to the home address instead Prapen Park Indah C 8.

Frankly, at that time I asked people minder each. Why kok out of Sampoerna?

Rare is the person who had become director of a big company would resign if there was not a problem. Not a few who asked, whether I was kick out because of corruption? Understandably, it did happen more than once in the past.

Moreover, the distribution of directorships Sampoerna is enough''vulnerable''. Full of temptations. The big traders are often tempted to ask for rations Dji Sam Soe greater control''to''market. Because, Dji Sam Soe did not have competitors. Thus, control can determine the supply price! That the characteristics of monopoly market.

Whereas in the situation of pure competition, mastery of one brand has no meaning. The reason, it can be easily substitute other brands. The only thing that''comfort''that's just my time of freedom and work to wear a tie every day!

Frankly, this is what I crave time in Sampoerna. Because, at that time everyone, including Mr Putera Sampoerna, must wear uniforms every day batik. So there is an opportunity not to wear a tie!

Because not sell, routine is the only one to attend Rotary Club weekly meeting Rungkut Surabaya. Still pretty good. First, if present at the meeting, I was always worried summoned to the office. Time is not on the Sampoerna, one nyari not anymore. Come to the meeting until the end, even still be talking after the meeting.

The first time I attended the Rotary meeting without batik, my friends know that I was''desperate''out of Sampoerna. A friend of mine Rotarian club as a tax consultant could ask whether my decision was right? What else go in the field of marketing consultants who had not understood people. Please keep in mind, when it was still May 1, 1990, Soeharto was still strong,''kuat'' was.

CCN is still very decisive triumph of the business, rather than competitiveness. Monopoly and lobby far more decisive than the marketing and entrepreneurship! My friend had to say:''Who would understand marketing? Better to change the bow into accounting or tax consultant. There must be a market, even gede banget. Therefore, everyone must take the books and pay taxes!''

But, I immediately imitating what has been said to me Putera Sampoerna. ''It is better to be a Big Fish in a Small Pond than to be a Big Fish in a Big Pond!''Market accounting and tax consulting are immense. But, the players are very many. There have been many great players and I will be a''loser''.

Dji Sam Soe alone in the market is not great. I also wanted to be alone in MarkPlus market new marketing consultant''from''I own! In fact, my friend had had time to predict the age MarkPlus would only''three months''.

MarkPlus wrote his name, so would''fat''and''plus''! That means, come now and die in three months! That's what it gave me the spirit to rise. (*)

Grow with Character! (16/100) Series by Hermawan Kartajaya - Dahlan Iskan, Putera Sampoerna, and Ciputra: Different but the Same.

I've written about the three "teachers" I had before starting MarkPlus Professional Service in May 1, 1990 in Surabaya. All three are very different, but all three are equal. Look.

Iskander Dahlan, a former journalist, Magetan long, graduated IAIN legal department. After a head of the Bureau of Tempo in Surabaya, he was appointed to lead the post of Java, who was "live hard, die shrink". After raising Java Post Group to all over Indonesia, he tried to go into various other businesses.

Not everyone can be successful for Java Pos Group is in the media. But Mr. Dahlan had wanted to show his people that he not only can the media business. He always liked a challenge. At this time, many people who wished him success in PLN. Like a mission impossible. That Dahlan Iskan.

Then, Putera Sampoerna was born as a rich kid. He is the third generation of the Sampoerna family. His grandfather, Lim Tee Seng, who first pioneered the tobacco company that now has become number one in Indonesia. The second generation is the father Lim Swie Ling. Many people say that every generation in Sampoerna has excellent products.

If the first generation to make Dji Sam Soe and second-generation launch Sampoerna Hijau, Mr. Son to make A Mild! Unlike the other children of the rich, Mr. Son is a hard worker. Although the language broken Indonesian, highly nationalist spirit! He overturned all the existing custom in Sampoerna.

The first generation of birth, both raised, and the third was destroyed? That's "doctrine" family business that should not happen Sampoerna. "I do not want to make it happen," he said one day. Because the landscape is different, he always "innovative" to defeat the change outside.

Decisions necessary to take full risk. And, that Mr. Son who would stake their policies, although a bit to sage-ko! He dared "bank debt" that had never done the two previous generations. So is advertising and promotion.

Distribution is replaced, the distributor model to branch management. Moreover, going public, which means companies cede some sovereignty to an outside party! In fact, the most controversial, sell the entire company's stock price as well!

What about Ciputra? Birth Manado, Mr. Ci graduated from ITB. Going to Jakarta and the "challenging" the governor of DKI Jakarta to, among others, to build Ancol! Every ten years, there is a change of business model.

The first ten years, so the executive Jaya Group as a stock. Second decade in business with his friends to make "The Pioneers" group. The last ten years and beyond to do business with their own families. I participate in "push" for Mr. Ciputra Ciputra dare use the word as a brand, replacing the word image. At that time, people confuse with Bimantara Citra Group and Citra Citra Lamtoro Gung.

Now? Ciputra already traveled. Have a lot of property projects outside Indonesia. In Indonesia, Mr. Ciputra often invited partnerships by Indonesian people who have a "land bank", but do not know how to work it. Ciputra is not a name anymore, but a premiere brand painstakingly established over thirty years.

Well, these three very different looks right? But, you know what makes all three the same right! What's that?

Entrepreneurship!

Look at how they dare to take risks to create or run a business is born. How they can read the opportunities before making a decision. In addition, of course, the way they "convince" others to support these ideas.

Even now, they never stop innovating! So, they are very different, but also very similar sekaligis! For this reason, many threads can I learn from these three people! (*)

Grow with Character! (15/100) Series by Hermawan Kartajaya - Entrepreneur-minded employees, Entrepreneur Berjiwa Employees

One thing that I see consistently in the self-Pak Ciputra had always until now is entrepreneurship. He believes that this is what Indonesia will bring forward. Without entrepreneurship, a country will not progress.

According to Mr. Ciputra, at least five percent of the population of a country should be inspired by the entrepreneur. So the real business or keep working on other people, but employers have souls. To me, if you are an employee but think the company you work for the company itself, the impact will be different. Not just the company, but mainly to himself. That's a less conscious people.

Many thought that he felt "lost" if it thinks the company where he worked like the company itself. "How nice .. I lost dong ... later wrote that I already have his own company, just so ..." That's why people who do not want to be intrapreneurs.

Mr. Ci "taught" me that people like that lose themselves. Not use the existing opportunities. It is, admittedly, not all companies provide the opportunity for you like that. Must be acknowledged, too hard if you work in the division of production, operation, or routine administration.

His job is only to do something according to SOP (standard operating procedure), not even the slightest innovation. But, when there are bosses like Mr. Ciputra is always "challenging" its employees to have the entrepreneurial spirit in the company, a big loss if not taken.

John Kao is a former professor at Harvard Business School who is also producer of the film Sex, Lies, and videotape. He conducted a survey and found different entrepreneurship with purely professional.

He said, there are three most important. First, a clever entrepreneur saw an opportunity, or opportunity. Meanwhile, a professional would rather see the threat or the threat of a situation.

Same situation could, but the one seen the positive side, while the one of the negatives.

Know the stories of people who sent her boss for a survey of shoes on an island? When back to the boss who asked him the survey, the employees said that there is no chance. Why? On the island no one wearing shoes. Everything was still wearing sandals.

Make the boss, the word "still" had a chance to teach them wear shoes. So, chances are great! Meanwhile, the employees who have no entrepreneurial spirit say that because they saw a threat. Threat to a job selling shoes there. Just wants to sell shoes in a place that people are wearing shoes, but a lot of competition!

Places like that make the boss instead of threats. Thus, different ways of seeing a similar situation? Second, a professional who "succeed" saw an opportunity ask them safe. Not taking any chances.

Back to the story, although he understands that the island is an opportunity, the employee asked for a guarantee that he will succeed selling shoes there. Where there is a guarantee like that. The boss, by contrast, have seen the way "teach" people there to wear shoes. He also had to imagine how much effort and cost that must be issued in the early stages. Furthermore, he also had thought of cost-benefit analysis that must be calculated.

The bosses want to take risks with the calculation. He is also ready to be a risk taker with the preparation of exit strategy if it fails to avoid losing a large scale. Meanwhile, the employee did not want to take risks, even avoided. Risk averter!

He also did not try to find creative ways to make this opportunity a reality. Waiting for her there SOP ... "I Kan men, not my employee, I am a salaried person ...." And so on!

These professionals are often only good at making excuses and defensive when ditanyain. Did not dare accept the challenge. Meanwhile, an entrepreneur dared to do something concrete actions by computation.

Third, after can see opportunities and calculate the risks and make decisions, there is still one more important. Convince others, involve other people, invite people to get capital, to support, and can be a good talent.

A professional who has no entrepreneurial spirit does not dare ask anyone else. Afraid of, fear of rejection, and fear dimarahin people. This is the "disease" of people who do. Therefore, many small entrepreneurs can only angry at the government. Ask for training, ask for capital, asked for guidance, and even asked for a business! "Cooking my local entrepreneurs and small not (help) to win the tender!" Once the complaint.

A true entrepreneur, whether he's a businessman or even remain so employees rarely complain! But, they are always trying to "sell the idea 'to someone else because he believed that a good idea!

Well, now you know? There are employees who are minded "entrepreneurs". Conversely, there are already established companies, but the "spirit" of employees. You choose so which one? Hahaha!

After 20 years, I think what I "learned" from Ciputra it fits with the research results of Prof. John Kao. Indeed Ciputra is the real entrepreneur! He was my big inspiration as Professional Service MarkPlus start on May 1, 1990 in Surabaya. (*)

Grow with Character! (14/100) Series by Hermawan Kartajaya - Above the Politics, Pro-active and self-initiative Target

Meaning entrepreneurship is not necessarily translated to be "entrepreneurs". There's even a study that found that people who start businesses without preparation will fail. There have been many examples. A great executive of the company or multinational besar.swasta failed state even after the work itself. When working in a company as a professional, an executive ngurusin only field. What is important, KPI or Key Performance Index should be noted. Because that is where he assessed, evaluated, promoted, and so on.

Usually not concerned with other functions. Seringkali.saling dropped back to "ride" higher ketangga a more "narrow" important jalannya.Yang can mcmanajemeni top, bottom, and sides! I am deliberately using the word "the" first kali.karena many smart executives "manage his or her boss" but forgot "bottom". If you need to step on as well!

Memanajemcni "middle" or "Managing peers" also often must be done to get support from my friends my level. Only after that, managing subordinates. Actually, that should have this down to be done well before. New to the middle and up. But, the movement "lick up" and "stepping down" lali frequent occurrence.

If subordinates report salah.dia up, before he was to blame. In fact, he should be responsible. Meanwhile, if the subordinate bagus.dia the "take credit" in the eyes of superiors. In case he had to "report" with "fair" to the top.

That small Part of the "office politics" in any corporation. Because an organization of human content companies have a variety of "hidden agenda", then "pollics office" (idak inevitable. The only difference is modest.

There are levels gede, there is kecil.Susahnya if an executive is more acting as a "player" than a "professional". If it's like this are difficult to grow enlre-preneurship in the company. Mr Ciputra had once told me, that every leader of the subsidiaries are challenged to be "entrepreneurs". How?

Given the freedom to do what saja.asal good intentions and achieve targets! "Suppose you wrote that got the company's" It's certainly not easy, when you just used a "player" or at best be a "professional". Now you are "above the politics". You are on the corporate politics. No need to lick up lagi.karena useless. Because of that, "forced to" focus on "managing your people". Another obstacle from an ex professional so unusual entrepreneur is "free from the situation". In the case of like referring to ini.saya first Habit Stephen Covey in Seven Habit of Pro-Activity!

Many people think that Proactive means you do something before, what what happened. Pro-active than reactive bukan.lawan the "fit". More proactive got the sense that you can free themselves from the "pressure" situation or the environment or workplace. Professional Players let alone a practice not to do so. Entrepreneurs are able to overcome any bad situation. Because he knew, that the base he was not "on lop of situation", he will run out!

The latter, which I noted was the "target". Why would an entrepreneur must be referring to the target? Because he can put the target can be the target scndiri.bukan from "heaven". Being a professional is often pressured by superiors made the target even though it agreed not feel his inisitifnya!

Jadi.waktu it. Mr. Ci also reminds me. Entrepreneurship is not meant to open their own business. You can be the entrepreneur in a corporation, provided you can and be given an opportunity to three things. First, can put themselves "above politics" corporate "Pro Active Kedua.bisa not reactive. Ketiga.bisa establish itself as a target company itself. Please try. (*)

Grow with Character! (13/100) Series by Hermawan Kartajaya - Promise is Debt! Because That, Promises Must be Paid!

DURING I worked in Sampoerna, I still maintain contact with Mr. Ciputra. Each to Jakarta, I tried to meet him.

I also continue to follow what is spearheaded by the''pioneer''in the property industry. One of the lessons that I can not forget is his statement to the customer.

What's that? Promise''is debt! Therefore, the promise must be paid!''It's a fit with the basic concept of Customer Satisfaction or Customer Satisfaction. CS 101!

When people think that the service is''friendly''or''smile'', the reality is not so. There are many people who think that service is the ASS or after sales service. Moreover, in the automotive industry is the term''''3S (sales, service, and sparepart)!

If you already like, meaning that service be''small''. Because sales division responsible for selling the product. Service for ASS, while spare parts are set up spare parts. In fact, the notion of service is not like that.

According to research conducted intensive Leonard Berry and Valarie Zeithaml, and Parasuraman, they found that the most important element in the service is reliability. Deliver what you have promised! Give what you've promised!

Mr. Ciputra statement when it even harder to say that the promise is debt! Meaning, if you have an appointment, have immediate debt! In fact, at that time, CS is still new in the world the term marketing. Astra, which is the best managed company in Indonesia was just beginning to learn the concept. Generally speaking, people who work in service industries realized this ahead of CS. Very simple ....

Yes because the nature of the industry, which did not make the product. The emphasis on the delivery of in-consume at once. Therefore, Astra also send their people to star for'' '''service learning.

It is said that the workshop ASS sent to the hotel for just coffee. When he returned to the shop, they then asked gimana feelings. They said that they were treated kindly. Smile and said to be standard in the hotel.

But, apart from that, what is important is they are always given what they promised. Never, copies the message out tea. Or, promised tea out of fresh sweet tea. Or, hot tea out of iced tea. Well, simple things like that are used as an example to be Astra Repair. In fact, the sale is a car or motorcycle.

Great is not it?

Back to Pak Chi, while the other developer's time mikirin only make a good product at a price that fits. So, Ciputra dare say that the promise is debt. Interesting story was circulated.

For example, when there are home buyers of the pioneers of''leaky''urgency, dibongkarlah entire roof! If it still leaks, it replaced all new homes. Crazy right?

Ciputra nerve to put big posters containing pictures himself with writing like that! Well, that was so, consequently the weight! CEO who promised, all employees must support! That's important! If not, statements like that just became vacant ad could backfire!

Do not promise when I know would not be filled. But, when I overdo promise, it must be met! If it will not be able to pay, do not owe. But, once it pay debt. Because, good name is more important and valuable than the cost of damages to be suffered. At the same time it warned that the debt is interest lho.

Meaning? Strive always reliable or appointments. Therefore, the cost of satisfying those who are not angry because they feel fulfilled what was promised to be more expensive. That is the interest of the debt to pay! At this time only, there are many people just casually promises, but can not perform. But, Mr. Ciputra have conducted more than 20 years ago!

That his characteristics. Not just imitating CS theory of the book, but the brave''harden''essence.

Benefits? There are three! One, consumers feel secure. Two, the employee is more committed to the promise. Three, companies need not only compete on product and price. Got it? (*)

Grow with Character (12/100) Series by Hermawan Kartajaya - Entrepreneurial Self-marketing is

Connecting the story yesterday, Theory Z seminar with Mr. Ciputra in Surabaya ultimately successful. At the seminar, Mr. Ci explained that Theory Z essentially fit the situation in Indonesia is "familial". Therefore, Jaya Group, PT Pembangunan Jaya in particular, apply to the maximum. Surely there must be modifications here and there according to circumstances.

Noting Pak Ci speech, I learned that the task of a leader, among others, can "sell" his ideas. If you can not do that, he will work alone. No one wanted to adherents. Well, if you are so, yes his name is not leader. A leader must have absolute follower.

To make others 'adherents', yes he should be able to convince him that his follower is taken right way to achieve the goal. Moreover, a leader had a chance to see the situation "from above". Therefore, expected to give the correct direction.

Mr. Ci, with a unique style that time, even saying that Theory Z will make a company's "professional" could work as the company "family". Therefore, more employees are expected to have a sense of ownership in the company. Not only are loyal to the profession or function.

That is where I also heard how Mr Ci talk about intrapreneurship. If you work as a professional but have a high sense of ownership, you are intrapreneurs. Furthermore, we both know that Mr. Ci is the one who continues to encourage the spirit of entrepreneurship in Indonesia. He always encouraged others have such spirit.

Frankly, that's public seminars which I had a chance to talk sepanggung with "great men" like Mr. Ci. But, not too "stage fright" because it is done in the "home", ie Surabaya.

At that time, for me, Jakarta is still "horrible". Understandably, the villagers from the six cities in Indonesia after Jakarta Central, North, South, West and East. The seminar itself became my platform to "sell themselves" to Mr. Ciputra. Done seminar, he said he was impressed with my presentation. And, Mr. Ci then asked me to contact him in Jakarta.

Well, it all started smoothly right? When I remember again, it turns out, the first seminar with Mr. Ci it is not in my time at the Sampoerna, but when I was a general manager (GM) marketing of PT Stage Electronic Industries. Thus, it was certainly not 21 years ago, but even 24 years ago!

My second meeting with Mr. Ci occurred a month after the seminar in his office in Jakarta. Finally, I met with Mr. Ciputra secretary who had "helped" me via phone.

Pak Ci told me that I have the entrepreneurial talent. Over lunch on the top floor of Jaya Building, Jalan Sudirman Jakarta, I then diceritain all kinds of business. Among other things, about the companies joint venture with Mr. Anthony Salim. Pak Ci even arranged my meeting with Mr. Anthon (Anthony Salim, Red).

Several meetings took place with Mr. Ci to discuss the possibility I became director of a company of its joint venture with Mr. Anthon. At the same time, I am also exploring to enter Sampoerna. Finally, when I reported to him that I moved to Sampoerna, Pak Ci''spare''time. I am not afraid of growing entrepreneurship.

But, finally, when I decided to open MarkPlus Professional Service on May 1, 1990, Mr. Chi said:''Well, this is the new real Hermawan Kartajaya ... you must be a success!''

Why is this story my review? Because, I learned from Ciputra about how to market yourself'' 'is entrepreneurial. (El)

Grow with Character! (11/100) Series by Hermawan Kartajaya - Ten Steps To Invite Ciputra

Yesterday I was told that I was interested to contact Mr. Ci as Theory Z. But, then I think that is very hard to contact the "big" like him. Therefore, I find reasonable.

First, I find out once the phone number of PT Pembangunan Jaya office in Jakarta. Second, my office phone Pak Ci and told the operator that I want to talk to the secretary of Mr. Ci. By saying so, I want to avoid the "filter" operator. If I said you were going to talk to Mr. Ci was, anyway I will be connected to the secretary of Mr. Ci. Instead of that, ya better just talking to the secretary as well.

Third, once connected with the secretary, I immediately asked for details of my intention to talk with Mr. Ci.

At that time I said that I do not want to talk with Mr. Ci because he did not know me. But, I say that I would say would be very interesting for Mr. Ci. I think, at that time, there is no secretary who will not deliver good news to the boss. I guess that's right! Si ya ask me what would I have to say.

Fourth, I will tell you that I admire Mr. Ci because his thinking. Especially about the Theory Z. I said that I wanted to invite him to speak about it in Surabaya!

I also explained that by chance I was a Rotarian. And, I believe that I can convince my teman2 the Rotary Club to be organisernya. Thus, I want to make sure that the seminar was not for "commercial", but for "social".

Fifth, it is also important. I say that I think Mr. Ci to appear in Surabaya. Because, I heard he was starting a project in Surabaya property. In fact, I said that if it is told in "good and right", Mr. Ci would be pleased.

Sixth, I ask ya to convey the good news to the boss at the right time. I thought, a secretary who knows the right moment to deliver a thing. For help with that, I also want to make the secretaries feel important. Typically, a secretary was just used as assistant, but this time it suddenly messenger. I think my strategy worked. Si ya promised to help me, even asked me to call two hours later.

Seventh, when two hours later I call back, si ya say that Pak Ci think I liked the idea. And, Mr. Chi was ready to talk to me about it. Wow ..

Eighth, that's right! When I later talked with the Pak Ci directly, everything went smoothly ... I stay to strengthen a few things to sharpen the proposal. At that time I introduced myself that I was the director of PT HM Sampoerna who pingin "learn" from Ciputra a very senior.

I also told him that I have met directly with Professor William Ouchi, author of Theory Z That's why, I then dare to offer to talk about his Theory Z. After that, the new Pak Ci can talk about the implementation of practice in the Jaya Group. Thus, the profit seminar participants will be given to the Rotary Club's cash will learn the complete theory Z.

Ninth, when Pak Chi said that interested, I immediately offered some implementation dates.

Do not lose the momentum! Immediately, I still remember, Mr. Ci ask his secretary about her availability for the Surabaya. Of course, the dates are "empty" because I've negotiated with the Mbak. There was agreement on a single phone conversation! In fact, Mr. Chi had never met face to face with me at all ..

Tenth, when finally he came to Singapore, I met Pak Ci at Juanda Airport Field. "You Hermawan Kartajaya from the Rotary Club?" "Yes, really sir Ci .. kok know" I asked back on him. "I still remember it with your voice on the phone .." Your voice is a magic voicem. I could not help understand, how can I not come to Surabaya was invited by someone who I never met, "he said.

I just answered curtly, "Thank you very much, Mr. Ci. I really want to learn from you ... Welcome in Surabaya!"

That's ten steps I took to get to see and start learning from Ir Ciputra. Simple, but interesting to relate to us after twenty-one years later ...

Who knew there was a lesson that can be taken .. (*)

Grow with Character! (10/100) Series by Hermawan Kartajaya - Ciputra past acquaintance with Theory Z

I TEACHER third before founding MarkPlus Professional Service on May 1, 1990 in Surabaya is Ir Ciputra. You must know Mr. Ci is not it? Mr. Dahlan Iskan once told me that he was also amazed to Mr. Ci.

Before, I knew Mr. Ciputra from the media. I am interested in thinking differently Pak Ci with other executives. When it was Mr. Ci still become president Jaya Group, a company belonging to Pemda DKI Jakarta. But, BUMD this one was already different from other public enterprises in Indonesia.

It is said that the story, Mr. Ci-is that after graduating from ITB and then "challenged" administration to "juggle" Ancol. The marsh used to be called a dream to remove jinn became the largest entertainment venues in Southeast Asia as it now exists.

Swamp that used virtually no price dreamed such a high price now. Because the challenge Pak Ci considered attractive, founded a special public enterprises to do that.

Finally, Ancol project success and continues with various projects other properties. Therefore, when I met Mr. Ci for the first time, he was already a big executive of a large public enterprises. But, Ciputra no ordinary executive, but an entrepreneurial executive.

This is called intrapreneurs. That's why, Mr. Ci always invites Jaya Group employees have a high culture sense of ownership of his. Well, one when I read in the media that Mr. Chi was just talking about the Theory Z in a seminar in Jakarta. In fact, I just wrote to see William Ouchi, author of Theory Z, the UCLA campus.

Dr. Ouchi is a Japanese who became a professor at UCLA and one S-2nya students are Nugroho Setyadharma the current CEO of Ranch Market. While once a student Nugroho SMAK St. Louis Surabaya, where I taught mathematics and physics for 15 years. So, while visiting California, I got introduced to the professors, it is the William Ouchi.

Well, my ex worked at PT Stage Electronic Industries and associated with many Japanese companies became fond of Theory Z. Why? Yes, because these theories conceptualize the so-called Japanese management, who was very famous. Theory X Theory Z is not, nor is it Theory Y.

If Theory X, people basically had to be watched closely so that a good performance. If not monitored like that, it was thought humans tend to "deviate" from liability. Meanwhile, a Theory Y assumption that man is basically good. To be believed, so that performance was good. No need to watch too strict and should be given the freedom to be developed.

Theory Z? By William Ouchi called so, because based on his research, Japanese companies can succeed because it does not embrace both. Humans do not need to be controlled all-out as in Theory X, but do not let an all-out as on Theory Y.

In Japanese companies, at that time, employees who have received at a company are considered members of the family. CEO is the head of the family who respected all people and are usually very senior. Meanwhile, the junior will learn from the seniors in order to apply the knowledge gained from schools.

At that time, Japanese companies applied life time employment, where employees did not think "out" of the firm. They would work until retirement. In fact, some companies provide a cemetery for its employees.

Employees rotated so that its functions continue to know all aspects of the company, so not a fanatic at a function. A sales employee often had to go in the first purchase.

Meaning? In order to know "taste" of his so buyers often in-"service" vendor. Marketing people should never be a finance person, so I can have a calculation before throwing money. Production people are in love with the product, because he is making.

Therefore, many people in Japanese companies had been trained in the new factory elsewhere. R & D people to get off the market in order to know what customers want. Prior to becoming the top leadership, usually one should never become the head of HR, in order to lead people.

Theory Z is not exactly like that, but more than that. Another tells the relationship between "kinship" between a company with suppliers and distributors.

Well, since I've corresponded with an intensive Japanese companies, I became interested in the Theory Z.

That's why, as I read in some media that Ciputra like this theory, I also

Theory Z So who made the first time I was interested to contact Mr. Ciputra. Tomorrow I will tell you how I contacted him. (*)

Grow with Character! (9 / 100) Series by Hermawan Kartajaya - Helicopter View and Down to Earth

You've tried the helicopter? Looks good on film, but the reality can be very small beda.Ruangnya usually less comfortable, not like in a comfortable commercial aircraft.

His voice was loud, not quiet like the plane to talk to wear komersial.Untuk earphones in telinga.Pasti cabin crew not there because it was not there to serve.

In addition, a longer flight time because it can not fly cepat.Dan, more is not better''frightening''because it could see the earth from atas.Maklum, not flying too high as a commercial aircraft. There's more!

Strong vibrations due to the small and therefore too easy in the wind to the left and right.

The word''person''understand aviation, the helicopter was''more dangerous''than the plane biasa.Paling not, that's all I feel when I boarded the helicopter. Putera Sampoerna When purchasing the helicopter, we are invited to try one by one, at that time. He specifically said to me,''If u see your market from the sky, it will look differently?''So anyway, I was then often''see''the market from the top.

Mr. Son like to see Map. But this one is more realistic. This is important. Moreover, when it was, I had to restructure distribution channels. Indonesia zoning should be based on regionalization. The population density should be considered to calculate the efficiency of logistics. In addition, the level of purchasing power the average population in a region should also be considered for effectiveness.

The number of retailers who have also become key because this is the availability of points than the products that should not be overlooked. After that, keep in mind that there are trade routes by looking at the availability of roads, railways, rivers, and even airplanes.

Well, if you're in the helicopter that was flying through the air, you do not see all that carefully.

But, you will have the opportunity to''imagine''the data you have.

Putera Sampoerna even say that imagination is everything! Meaning? That's the goal you want to achieve. By seeing a are from the top, will arise the spirit to''control''the area. I often use small flags GG, Djarum, Bentoel, and Sampoerna which are embedded in the map to illustrate the market domination by each brand. Just a general who would make war strategy. And, the map becomes more concrete when the helicopter was brought up along the areas that are relevant.

In Sampoerna all directors have to be able to think like that. Must have a helicopter view''is''a wide, imaginative and abstract Wide because of the above you will be able to have a bigger picture of your business than if you are under. Imaginative because that's where you get a chance to dream about your business.

Abstract for a strategy envisaged to achieve a goal has not become concrete until done. But is it enough?

Surely not! Pak Putera least Sampoerna like it when people do not''grounded''. Because of that, I became like sidak to the field. Directors who can only make a strategy, but the field kalo gak useless. Because it also must be down to earth in nature detail, realistic and concrete.

Detail means not just global. All the global data must be broken down to detail. Realistic means not just imagination that there was not juntrungannya.

And, there must be konkrie mean a real plan. Remember that everything looks beautiful from the top and easy to achieve, but it becomes not easy when faced with reality. The devil is always on the details! Therefore, until there are enough books bestseller Execution because the author found that many failures are not caused by the wrong strategy. But, failure in implementation.

Bottom line?

Must be balanced! There must be balance between them. This series of lessons from the''I''internship at the University of Sampoerna. Tomorrow I will tell you about a third of my teachers after Dahlan Iskan and Putera Sampoerna, before founding MarkPlus Professional Service on May 1, 1990 at Suarabaya. (*)
Gun corporate brand, when it Putera Sampoerna preparing new products. Completely new! Because he believes, without a new product that can accompany the Dji Sam Soe, Sampoerna not be able to increase ratings. Is not the BCG Matrix, also illustrated that there are four kinds of products in the portfolio of a company. Dji Sam Soe obvious cash cow, even solid cash cow.

With such high margins thanks to customer loyalty, even until now, the profit should be used to develop new products. Fear, in line with the product life cycle model, at one point Dji Sam Soe will be a "dog". Still produces margins but had to decline.

At this time, you see the desperate attempt to maintain the Dji Sam Soe as the real clove with stems wrapped so that only one product quality "still fresh". Dji Sam Soe Premium is an effort to return this product to be "star" back in customernya loyal segment. As Mercy who makes the model S Class. Dji Sam Soe While I think the filter is used to keep this legendary brand is not quickly become "dog".

Hoping there is a new segment is created. Namely, a loyalist of Dji Sam Soe "original" which began "worry" will tar and nicotine level. Or other brand smokers who want to "up grade", but have not dared directly to Dji Sam Soe.

Look, Mercy also launched a wide variety of products to expand the segment of sporty, so that it can accommodate the new segment. That is, people who already have plenty of Mercy Classic, but will have other products for the special occasion. Or could buy for her son who was younger ages would look old. Or even for people who want to "first class" as well.

But the problem will not be completed, if you're just "stuck" in the Cash Cow, Dog and Star! Competitive situation has changed because of new technology and changing consumer behavior will "kill" a company if there is no question mark products! His name alone is so, it means there is no guarantee that new products will be a "star" next to a cash cow.

New product definition itself is ranging from repackaging products in the most simple level until new to the world's most risky. Everything, of course, question mark because there is no guarantee of success. In this case, Putera Sampoerna decided to take the greatest risks. New to the World!

That's the premise of the new product development A-Mild! The technology when it was new to Indonesia used. Cigarettes must be kept, but with low tar low nicotine. Cigarettes should not be changing the character of the original Sampoerna Indonesia. But, should the high-tech breakthrough. Not just simply should be a cigarette that "at least not harmful to health", but also must be a "life style" new.

At that time, at the end of the eighties decade, the smokers as polarized into two. At the left end of the "extreme smokers" are the fans of Dji Sam Soe that even very "believe" in writing on the wrapper. What's that? If you cough and this isep cigarettes, then you will heal cough ... So it goes about ... In fact, some say Dji Sam Soe's "herbal cigarette" so it heals ... Great ya ...

However, at the right end which is also "extreme" is Smokers who do not know how to smoke. Only for "style" or join "flow". It was called a "lifestyle segments". This includes urban and modern women who want chic looks.

They like the cigarette lighter, do not make a cough, smaller but longer, smells nice and the packaging is not "tacky". In this segment, all filtering and the king when it can never Marlboro.Walaupun large in Indonesia, the world's brand a lot to give "inspiration" to young people, executives and women at the time.

In the middle of the two extremes is the largest market, the clove cigarette filters. Jagonya of course, at that time GG Surya and International and Djarum Super. Sampoerna decided not to "enter" the middle of a huge market, but competitive, but instead entered the market "niche" on the right! Dji Sam Soe's already on the left.

Desperate indeed, but that's the vision of a true entreperenur Mr. Son. Cigarette innovative, nationalists for remaining clove. The target time can shift the white Marlboro filter cigarettes. While "A" is one brand that is family owned Sampoerna time. There are products called Sampoerna A is not as successful as Dji Sam Soe.

Putera Sampoerna when it was requested that no effort so that the executives and young children are not ashamed to show A Mild. Should be proud!

When first released, A Mild considered "sissy cigarette". Cigarettes do not feel kreteknya. The first campaign was also not too successful, because the message was not clear. Cigarettes are the future of the first draft did not understand people. But, once the ad "Low Low Tar Nicotine" started out, people begin to understand.

The young and modern executives are more "health conscious" immediately receive the new product. And when Djarum began to enter the market, after several years, Sampoerna challenging the campaign's "How Low Can You Go?"

Next product developed by A Mild Menthol is shades of green, especially for women. Because this segment experienced a huge growth, especially as a lifestyle Smoker. It's all still remain consistent with the Corporate Branding Sampoerna: Smoking Tobacco, Cigarette sauce instead!

When I began to establish MarkPlus Professional Service in Surabaya, May 1, 1990, A Mild is still struggling to find his true identity. But, I do believe firmly that the Question Mark this Product will be a star and eventually cash cow both accompanied Dji Sam Soe. (*)

Grow with Character! (8 / 100) Series by Hermawan Kartajaya - From Qustion Mark To Cash Cow

While arranging the distribution and build the corporate brand, when it Putera Sampoerna preparing new products. Completely new! Because he believes, without a new product that can accompany the Dji Sam Soe, Sampoerna not be able to increase ratings. Is not the BCG Matrix, also illustrated that there are four kinds of products in the portfolio of a company. Dji Sam Soe obvious cash cow, even solid cash cow.

With such high margins thanks to customer loyalty, even until now, the profit should be used to develop new products. Fear, in line with the product life cycle model, at one point Dji Sam Soe will be a "dog". Still produces margins but had to decline.

At this time, you see the desperate attempt to maintain the Dji Sam Soe as the real clove with stems wrapped so that only one product quality "still fresh". Dji Sam Soe Premium is an effort to return this product to be "star" back in customernya loyal segment. As Mercy who makes the model S Class. Dji Sam Soe While I think the filter is used to keep this legendary brand is not quickly become "dog".

Hoping there is a new segment is created. Namely, a loyalist of Dji Sam Soe "original" which began "worry" will tar and nicotine level. Or other brand smokers who want to "up grade", but have not dared directly to Dji Sam Soe.

Look, Mercy also launched a wide variety of products to expand the segment of sporty, so that it can accommodate the new segment. That is, people who already have plenty of Mercy Classic, but will have other products for the special occasion. Or could buy for her son who was younger ages would look old. Or even for people who want to "first class" as well.

But the problem will not be completed, if you're just "stuck" in the Cash Cow, Dog and Star! Competitive situation has changed because of new technology and changing consumer behavior will "kill" a company if there is no question mark products! His name alone is so, it means there is no guarantee that new products will be a "star" next to a cash cow.

New product definition itself is ranging from repackaging products in the most simple level until new to the world's most risky. Everything, of course, question mark because there is no guarantee of success. In this case, Putera Sampoerna decided to take the greatest risks. New to the World!

That's the premise of the new product development A-Mild! The technology when it was new to Indonesia used. Cigarettes must be kept, but with low tar low nicotine. Cigarettes should not be changing the character of the original Sampoerna Indonesia. But, should the high-tech breakthrough. Not just simply should be a cigarette that "at least not harmful to health", but also must be a "life style" new.

At that time, at the end of the eighties decade, the smokers as polarized into two. At the left end of the "extreme smokers" are the fans of Dji Sam Soe that even very "believe" in writing on the wrapper. What's that? If you cough and this isep cigarettes, then you will heal cough ... So it goes about ... In fact, some say Dji Sam Soe's "herbal cigarette" so it heals ... Great ya ...

However, at the right end which is also "extreme" is Smokers who do not know how to smoke. Only for "style" or join "flow". It was called a "lifestyle segments". This includes urban and modern women who want chic looks.

They like the cigarette lighter, do not make a cough, smaller but longer, smells nice and the packaging is not "tacky". In this segment, all filtering and the king when it can never Marlboro.Walaupun large in Indonesia, the world's brand a lot to give "inspiration" to young people, executives and women at the time.

In the middle of the two extremes is the largest market, the clove cigarette filters. Jagonya of course, at that time GG Surya and International and Djarum Super. Sampoerna decided not to "enter" the middle of a huge market, but competitive, but instead entered the market "niche" on the right! Dji Sam Soe's already on the left.

Desperate indeed, but that's the vision of a true entreperenur Mr. Son. Cigarette innovative, nationalists for remaining clove. The target time can shift the white Marlboro filter cigarettes. While "A" is one brand that is family owned Sampoerna time. There are products called Sampoerna A is not as successful as Dji Sam Soe.

Putera Sampoerna when it was requested that no effort so that the executives and young children are not ashamed to show A Mild. Should be proud!

When first released, A Mild considered "sissy cigarette". Cigarettes do not feel kreteknya. The first campaign was also not too successful, because the message was not clear. Cigarettes are the future of the first draft did not understand people. But, once the ad "Low Low Tar Nicotine" started out, people begin to understand.

The young and modern executives are more "health conscious" immediately receive the new product. And when Djarum began to enter the market, after several years, Sampoerna challenging the campaign's "How Low Can You Go?"

Next product developed by A Mild Menthol is shades of green, especially for women. Because this segment experienced a huge growth, especially as a lifestyle Smoker. It's all still remain consistent with the Corporate Branding Sampoerna: Smoking Tobacco, Cigarette sauce instead!

When I began to establish MarkPlus Professional Service in Surabaya, May 1, 1990, A Mild is still struggling to find his true identity. But, I do believe firmly that the Question Mark this Product will be a star and eventually cash cow both accompanied Dji Sam Soe. (*)

Grow with Character! (7 / 100) Series by Hermawan Kartajaya - Still Remember Sampoerna's Marching Band ?

SPECIAL about this one, I have a record of its own. At that time, more than twenty years ago, everyone in Sampoerna contrived confused with the idea. Huh ...? Cigarette companies to make number four Marching Band? This idea too "crazy" is not it? Unthinkable and unimaginable by everyone when Mr. Son to brief about it. The number of players to 234 people! Dji Sam Soe is it?

Everything should be a cigarette pelinting employees! And then the most famous is the AAL Drum Band in Surabaya. Naval Academy, the players of the cadets. Gallant, young and nimble. If in Jakarta, the famous, time Tarakanita Drum Band. The main girl ayu-ayu and young too.

So, when we were all confused and can not imagine how the traditional cigarette pelinting it could be "transformational" Marching Band player. But the fact can!

The coach of America accompanied by their assistants Indonesian people could actually discipline them. Training must be after hours, of course, with overtime pay.

Employees of a cigarette factory which is usually paid on a quantity of rolled cigarettes, even paid overtime to just practice marching and playing music! Already out of the "standard", said the people! In addition, the organizers also diundanglah class dance from Indonesia to prepare the "float" Indonesia

In Pasadena, a small town in California, every year there is a Rose Bowl on January 1. On new year's day, there is a "grand final" American football game between two teams who are always waiting for someone. Therefore, the city mayor also made a name all Rose Parade. An annual parade followed by many teams Float Marching Band along with her!

Float it, the car went behind the Marching Band, usually display a variety of attractions. Most participants Rose Parade is a local team. At that time, Sampoerna out with Float and Marching Band Indonesia with several other international participants. For this reason, some people dance stylist hired to teach some pelinting to be a dancer!

To get a "ticket" Rose Parade, of course Sampoerna must work hard. Lobbying organizers, lobbying State also. In order to "represent" Indonesia. A very complex work, tiring, and has nothing whatsoever to do with the promotion of cigarettes!

While GG, Djarum, and Bentoel busy competing in conventional advertising, Sampoerna it out One Million U.S. Dollars to form a cigarette pelinting Marching Band! Then, still needed one million USD more to "send off" the group to America.

Besides playing in the Rose Bowl, Marching Band is also signed in Annaheim Disneyland and some other places in California. Therefore, there is a separate team to deal with "cultural shock" of the cigarette pelinting.

In the Rose Parade, Indonesia Sampoerna team get one Award. Could do good, because it can also diplomatically. But clearly, I was amazed to see the Sampoerna cigarette pelinting wear miniskirts, stockings, wear a hat, and playing drums band.

Los Angeles Mayor Tom Bradley is very grateful for the participation of Indonesia for the first time, because it had a chance to declare December 30, 1989 as Indonesia Day.

I joined the show at City Hall, including red and white flag raising. Having returned from America, Marching Band played in several cities in Indonesia. It's not just Singapore, but also Jakarta, Bandung, and other lain.Uniknya, Marching Band is also playing in town competitors like Kediri, Holy, and Malang!

So what does all this mean? How to calculate Return on Investment him? Massive coverage in the media in Indonesia incredible! I also joined to write "eyes" every day from California to Java Post every day for two weeks.

Rakyat Indonesia, too proud and thankful of Sampoerna. A Corporate Brand who was far less popular than Brand Product Dji Sam Soe direct sticking into his awareness.

Not only that. Corporate Brand "association" was immediately formed positively as a nationalist enterprise. Moreover, it was coincidence clove "symbol" of Indonesia. That's because the most widely cloves in Indonesia yes. Marketing people should not play smart "gathuk science"?

Later, we all are in new Sampoerna "ngeh" that this is an effective way to build a Corporate Brand. But, why did it need? Yes, because the Sampoerna had plans to go public!

Left Gudang Garam as the market leader to go public before the Sampoerna, the stock sells. That's because, investors believe in the might of Gudang Garam as the market leader in creating long-term profit.

Moreover, coincidence corporate name and Production is the same. At that time, Mr. Son told me, "Sampoerna is a good name. It means 'perfect'. It is the best compared to our Competitors. Unfortunately, nobody knew it!" While Dji Sam Soe is already very well known can not "sell" as a Corporate Brand. Therefore, there is no other way, except to make Sampoerna who also happened to be composed of nine (2 +3 +4 = 9) Sub-mannered famous!

However, people do not automatically going to buy stock Sampoerna, Gudang Garam like, because the number of new products for sale ranked fourth. Because the situation is different and very "disadvantage" to Sampoerna, there must be superkreatif way!

At that time, sales of products Sampoerna also rose, although not significant, when the Marching Band news everywhere. So, Marching Band can get to the three main stakeholders Sampoerna, namely: people (pelinting), customer (customer), and investors (buyers of shares IPO).

Super Creative, Super Smart and Super Effective.

Why?

Because, not necessarily with the same exit costs, two million USD, Sampoerna can achieve such results with the conventional means of communication. This is all I remember when I would start MarkPlus Professional Service in Surabaya on May 1, 1990. (*)

Grow with Character (6 / 100) Series by Hermawan Kartajaya - ACT AS A LEADER, YOU ARE NOT EVEN A MARKET LEADER!

STILL many lessons scattered though I only worked in Sampoerna approximately two and a half years. This time I will talk about lessons to further strengthen my start MarkPlus Professional Service on May 1, 1990.

Of writing yesterday, meaning that I can be the biggest is the "leadership". Act as a Leader evenyou are not a Market Leader ...

What distinguishes Leader to Manager?

There are many definitions of Leadership, but my favorite is that of Kouzes and Posner. Leadership model that IBM has used the crisis when it was Change, Dream, Empower, Model, Love. This means that a leader must have the courage to make changes (dream) to the existing situation.

Sampoerna although not the number one, at that time dared to do something different in many ways from the usual place in the industry. Distribution lines from a branch management agency.

Ads use animation, but wear industry at that time "talents" young, handsome, and brave in the ad. Likewise with me "reframe" I see people for what happened.

Courage to change like this only in a Leader not a Manager who is usually just "continue" what is already running. Any Change must be led to "resistant" on the inside and outside the organization.

I still remember the time, Putra Sampoerna out with this crazy idea of ideas, semuaorang in so "confused". But all think, because "he is our big boss!"

In addition to Change, a leader can also have a dream (dream) Putera Sampoerna, the time, lived in the factory because it can "eat, sleep, and dream" with the business. If you're not "ngeloni" your business, which could have a dream. That said, Mr. Son sacred words that I can not forget until now.

You must have a passion, so you will have a dream.

As if you draw a sketch in the sky about what you want to accomplish!

A manager can only see the problem today, but it was hard to imagine something that would be achieved at a later date.

I am very impressed with the "passion" and "imagination" in the Son, because it was the song "imagine" by John Lennon is the greatest song for me. I even "mbelani" three-hour train ride from London to Liverpool only to see the Beatles Museum. And I'm cured tiredness, when I saw the original white piano there, which John Lennon used to sing that song.

Sampoerna is not the market leader at that time, but dared dream big! Further empower a courageous leader (read: empower) to others, because he knew could not do everything alone. A confident leader. Not afraid to empower others, including subordinates. No fear of "losing" from others.

A leader is not just doing "delegation of authority" as did a manager. But instead encourage others, including subordinates to be creative. "I pay you for your creativity, not only for routine work". I really remember the words my former boss.

Because of that, Mr. Son does not like people who just so "yes man". He is ready and prepared dicounter rebutted, when you're discussing a crazy idea. But he did not like it when it was just based on the denial of "resistant" or not willing to change. Everything must be based on "control" issues, including data, information, knowledge, including the rumors!

That is the meaning of "empowerment" actually.

A manager would be horrified if his men have the data and information even "smarter" than him. Sampoerna, although still number four at the time, dared to "empower" the tobacco industry.

By making the "pengelinting cigarette" so players marching band and was sent to Disney Land, Sampoerna wanted to show that the "little people" can do when given the chance.

Imagine, mothers who have contributed for Sampoerna nabuh decades drumband trained by coaches from the American coach. In fact, the plane ride out of the country and even never.

Thus, when wearing a seat belt when a plane chartered to fly from Juanda, almost all of them cried. I turn cried when I saw them march proudly brought Indonesia float in Pasadena, dated January 1, 1989!

How powerful "empowerment"!

The fourth is a model. It means daring to be a leader for other examples. Not only can speak thok! Being a manager is often just good at making speeches or slogans, but not a good example. As a result, men do not believe it. Just afraid of losing "authority"

Putera Sampoerna ask all people to be creative, but he himself "super creative". His ideas seemed to never run out. Often, she has not slept all night, developed an idea that "just met". Scared forgotten and lost, he said.

I also got a call at two in the morning to be invited to the discussion. The boss is still thinkers, director pules! Although not the largest Sampoerna, when it was, but continued to be a model for others! On the left-right benchmark?

A Leader, unlike the manager. Not afraid to imitate pingin even imitated! Once imitated or followed, menunujukkan means he's the right way!

Last is Love or Love. Love to what you do and do what you love! This absolute requirement for a Leader. Willingness to do four things before the Change, Dream, Empower, and the model it should be based on love of what is being done. Not just because it's just doing it as a manager. The liver also had a lot to be used when dealing with others, including subordinates.

Why? Because, only a manager who has a "sub-ordinate" in relation to a vertical down. While a Leader Follower who had only a "voluntary" to follow. To love another person is trying to do four things before that person tertransform be a better person. That is called "Transformational lesdership".

Leadership Now this is a lesson about growing up the courage to begin to establish the first Institute of Marketing Consultants in Indonesia on May 1, 1990. (*)

Grow with Character (5 / 100) Series by Hermawan Kartajaya - We indeed Difference!

THERE still remember this slogan? If you are old now heads the four, probably still remember "we are different" is. This is really original idea Putera Sampoerna is brilliant! That strategy Sampoerna, who was only ranked fourth in the Gudang Garam, Djarum, and Bentoel.

By using a statement like that, Sampoerna wanted to say that the products are made (Sampoerna) is the "smoking tobacco". Meanwhile, another "cigarettes sauce"!

One day Mr. Son called me to brainstorm about this. Decisions discussion is making thousands of postcards depicting a full tree branch. Various branches were then given the name of each. There cigarette called white, cigar, kelinting, and clove cigarettes. Which forked white smoke again, the filter and nonfilter. While the cigarette gives off the cigarette "tobacco" and tobacco "sauce".

With such a picture, Putra Sampoerna want to reframe the way to see the smoker. Namely, that the smokers became "aware" that the Dji Sam Soe and other products of Sampoerna's "solid tobacco". Thin sauces ....

Consequences? Sampoerna tobacco must have a supply of stable quality. While relying on other tobacco sauce, still have the tolerance to variations in the quality of tobacco. About quality could "flattened" by the sauce. And it was in accordance with the existing writings on the wrappers of Dji Sam Soe. "Cigarettes are made from tobacco with high quality", so to speak sounds.

Postcard with thousands of trees that I spread through all the "field man" who used to do canvassing the dealer shops. Mr. Son said to me that he was satisfied even if only ten per cent of people who read the postcard that trust.

Logical! Lha wong regular ads too often do not trust people. Calculated, it is communication "creative" at the time. Moreover, the postcard was then given a large paper: We were indeed Beda!

Differences in the form of creativity continues. Look at how Sampoerna is the first company to use the animated cartoon. Why? Mr. Son said, with a cartoon we can convey any message with a draw. For example, at the time of ad A-Mild "How Can You Go Low?" Cartoon animation is used to describe the race "limbo" and A-Mild out as "winner".

Lesson? It's number four, so do not just imitate the ways that made the market leader. Campaign "We are indeed Different" is finally known everywhere, so that people become "admitted".

Sampoerna is not the greatest, but "different".

So, when referring to Michael Porter, who said there are two major strategies to win the competition, namely: cost leadership and differentiation, Sampoerna choose the latter!

Putera Sampoerna saying that ultimately "go" to me is: "It is better to be a little bit different, than to be a little bit better!"

Right?

If you are only slightly different from competitors, especially if much larger competitors, you will not be believed.

But, if you do BEDA and can make people become "aware" and liked the difference, you will win. Have an opportunity to better prices. If nothing is different, it should make price war.

This is the biggest lesson I learned from Putera Sampoerna who finally inspired my marketing major models.

Great is not it? (*)

Grow with Character! (4 / 100) Series by Hermawan Kartajaya - Marketing Mix Is Nothing Without Peddling

On one day in the Sampoerna, I called Mr. Son into the boudoir. That day I was given the task of explaining the concept of Marketing by''textbook''. So, all day I do not have to work, but must teach the boss.

That was the''class''the most expensive marketing is also the most I remember. Can you imagine?

Carefully, I tried to explain the concept that I know from his book Philip Kotler. Because, that's the only reference I had time. At that time, I also do not have their own models of simple and easily understood.

But I really know that the big boss I was a genius and impatient. So, I have to know choose the parts that draw from the textbook Kotler and then my picture and jelasin the white boards.

My still remember, when I began to distinguish between the concept of production-oriented, product-oriented, and marketing-oriented.

The first priority to the production function or operation. Therefore, the efficiency and quality became a major. Of course with the hope that a good or service''that''made efficiently with good quality will sell itself.

The second is an emphasis on products. Not just quality, but also innovation in the development of new products that become the focus. The assumption, products and best service will be easily sold.

While the company's marketing-oriented, the emphasis on the need and want customers to know first. Only then disediakanlah product that meets customer needs and willingness to be an easy sell.

After that, I went to the segmentation, and targeting. That is, a company that is marketing-oriented to be smart to choose dimasukin segments. Therefore, this is great start into consideration the market, profitability and our competitiveness against competitors. Only after that, I went back to understanding the positioning of the time''new''popular.

Al Ries and Jack Trout who later became my friends are two people who popularized the term for the first time. Frankly, I learned marketing first is from the book text Philip Kotler is complete. I like that comprehensive.

But, I was so enthusiastic in marketing after reading his books, Al Ries and Jack Trout who book their legendary is Positioning: The Battle of Your Mind!

At this point, Mr. Son looking happy and a lot of notes. My feeling of excited to be a little seneng too.

Finally, the material I mentioned before Marketing Mix or The Four P. Apparently, Mr. Son's most fond of this section. That is, when I explained that the right product the most important, because it became the first P. Only then, the product should be rewarded with true.

Therefore, the price was the second element in the Marketing Mix. After that, then that product has its price set is channeled through an appropriate place, too. And finally did do the promotion.

I know, Mr. Son was a conceptual. Because of that, he likes the concept of logic like that. Of course, the time to explain these things, I always refer to cases in the tobacco industry.

At that time, new Sampoerna number four player. After Gudang Garam, Djarum, and Bentoel. Sampoerna can survive in number four because it has Dji Sam Soe, who has segments smokers are loyal. Positioning is also very strong as the ultimate smoking pleasure.

In fact, Mr. Son has said that he hopes this is the last cigarette in Indonesia, while at one time a cigarette is completely forbidden! In addition, the Marketing Mix Dji Sam Soe is expensive solid.

That evening, I am glad that Mr. Son was impressed that I liked the jelasin. I went home with smiles. Because, that's extraordinary experience that may not be repeated.

But, in the evening, about eleven o'clock, I got a call. Frankly, every time a call from Mr. Son, I am worried because the question is always sharp.

However, that night Mr. Son did not ask anything, except to comment on marketing concepts that I explain morning.

''I agree with everything you said, except one thing.''

When I asked which one?

Marketing Mix!

There is one P is overlooked, which should be the fifth P, the PEDDLING!

Marketing Mix''is nothing without selling!''

Because my English is not good, Mr. Son explained the meaning of the word. Namely,''hawking''goods everywhere.

He said, without offering a product that the four P-is correct, it would be in vain. And it was in line with changes in the distribution system to agenan a branch management.

Agents already rich does not necessarily want to actively''hawking'', whereas a branch office is obliged to do that!

From the comments that Mr. Son, I have learned three things. One, take a concept that already there so that his basic understanding. Second, always thinking''critical''to something already established. Third, creative but not making it up.

Hence, after a few years later when he began writing the nine elements of the concept, I try to remember it all.

If STP (segmentation, targeting, positioning) are the three elements of strategy, I put selling (replacement peddling) into one group with the Marketing Mix in tactics. Combined with differentiation, Marketing Mix, and selling it so I grouped DMS or Tactics!

Biggest lesson from Putera Sampoerna of differentiation I mentioned tomorrow. (*)

Grow with Character! (3 / 100) Series by Hermawan Kartajaya - Internship at the University of Sampoerna

My second TEACHERS before opening MarkPlus Professional Service on May 1, 1990 is Putera Sampoerna. That was my last company before MarkPlus.

For me, Sampoerna is a university where I was an apprentice. My main mission for about two and a half years there was to build their own distribution systems.

Mr. Son is to believe, though Sampoerna has a good product, if the distribution is''stuck'', there would be no point. In fact, when the product was''strong''Sampoerna only one, the Dji Sam Soe. Other product when it is''only''a regional, not national.

Dji Sam Soe is very strong. Even now still''sacred''. Almost no other brand can go into that segment. Dji Sam Soe cigarettes bridge is the most expensive in Indonesia, even in the world. Because, outside of Indonesia, there are no cigarettes bridge ... :)

But, when it was Mr. Son was planning to launch new innovative products. Later, we all learned that the product is A Mild, which is the first breakthrough of the impasse''innovation''bridge at that time. Just like in the case of Java Post yesterday, although quite innovative product, if the distribution channels clogged, it not any good.

Among his four P marketing mix, ie product, price, place, and promotion, this place is the most difficult. Typically, most marketing people love playing aja price because the results can be seen directly. Down prices today, tomorrow the volume of sales rose.

Prescription drugs! But, can be dangerous because it does not necessarily solve the real problem. In fact, if too often used, not in place, brand image can be destroyed. Except when a brand is positioned as a low cost or low price.

Air Asia and Ikea for example, tried to lower the price of goods with the same quality from time to time. But, it requires innovation in the field of process and cost. Not just slam the price!

After price, which is often toyed with the promotion, among others, because''glamorous''. So, ngerjainnya seneng. Also, often due to accelerated competitors!

Price war is marketing two''war''is often the case because it is relatively easy. Product innovation is much more difficult because according to statistics 80 percent of new products fail for various reasons.

Therefore, people became reluctant to do so. Better to wait! But, be late lho ...

In addition, if we do not have to develop new products, products strong as Dji Sam Soe will''die''in a while!

Therefore, Putera Sampoerna has asked me to fix the distribution. ''There is no point in having innovative products that stuck in the distribution,''he said.

Well, this is the most averse''done''because many of the people who will be the victim, so the''resistance''to be high.

At that time, my job is similar to the PT Stage. Changing a model agency model management branch. And it was not easy!

Bayangin course, how Sampoerna agents who had three generations suddenly taken over the function by a branch head. They are already very wealthy. But, the thing is, they do not want to''lose face''in their respective regions. Therefore, the negotiations must be carried out patiently and slowly.

At that time, I divide the 54 areas of Indonesia so by considering, among other things, market size, route logistics, and many traders large and small cigarettes. All the data from the BPS files themselves mixed carefully analyzed. In addition, disisakan still difficult area to keep hold special dealers.

Well, among the 54 areas that, ultimately determined the nine regions. Number nine is a sacred number in Sampoerna. Therefore, the figure is a symbol of perfection. I still remember, when it was all the phone numbers and car numbers in Sampoerna is always number nine!

For this reason also, the logo MarkPlus Professional Service which began May 1, 1990 the use of square three times three with the letter MARKETING. Pas nine letters right! Figures hokkie!

Mastery of territory by people who truly understand the market is very important for Putera Sampoerna. Without it, any product seinovatif driven anything as powerful as advertising will not be successful. Because of this distribution problem is not glamorous, less marketing people like to talk about it. But, it's where the key!

So, many people mistakenly understand that Philip Morris would like to buy Sampoerna with such high prices just because A Mild, and the ads are creative. They forget that even now I think most solid Sampoerna in the distribution and market control.

Tomorrow I was going to tell you again another lesson I learned during my internship at Sampoerna ...(*)

Grow with Character! (2 / 100) Series by Hermawan Kertajaya - Learn from Dahlan Iskan

After nearly twenty years I have become entrepreneurs, I think it's time to make confession. There are at least three people who inspire me, to "dare" out of Sampoerna and opened MarkPlus Professional Service on May 1, 1990.

Mr. Dahlan Iskan is one of them. Certainly not from a Dahlan Iskan proven to raise Java Post as now, and even appointed the government to lead the PLN is now.

I actually "learned" from Mr. Dahlan is still being Struggling desperately ... However, I have "sensing" when it was that at some point this person will be somebody that great. For that, I have flashbacks to the back a little.

When Mr. Dahlan began to be trusted to run the Java Pos in Bangkok, I was still working as general manager of marketing of PT Stage Electronic Industries.Tugas me is to market the product JVC, TEAC, Maxell, JBL and bekangan CASIOTONE. Here I was for the first time learning the "practice" how electronic products are distributed. And where I realized that no matter how good the product and as strong as any brand on sale, will be hard to sell if the distribution channels are not good.

In PT stage of complexity in Waru, I also learned how the Japanese developed a management characteristic. Because of that, I so often have the opportunity to go to Japan back and forth with Mr. Kindarto Kohar and Mr. Ali Soebroto, "wholesale" from a variety of electronics manufacturers said.

Now, as then, Mr. Dahlan was intense, vigorous rebuilding Java Post, who was oplagnya live 6000 copies. People who have no business education whatsoever, but the direct business practice. Amazing ... let alone previous positions, bureau chief Tempo magazine in Surabaya. So pure editorial!

In building Java Post, Mr. Dahlan did not want to go "rules of the game" paper, which in Surabaya "set" by the Surabaya Post a evening newspaper. His mind was simple. Early Java Post as a morning paper losing evening paper ... But, the problem, the newsagent in Surabaya had no one wants to wake up at dawn because Java Pos did not sell.

One thing phenomenal done Mr. Dahlan, while making the paper Java Pos be different, but also makes all employees so the newsagent. Distribution! Just like I do on the PT stage, the set of distribution again. From the system Distributorship into branch management.

In a Java Pos so unique, I still remember Mr. Dahlan is still ngantor in Kembang Jepun was once said, "We do not duplicate the newspaper the other first page just put up pictures Soeharto every day ..." So, when Indonesia was still "very vertical", instead of Java Post's "horizontal". Among bring people gede from Borneo.

News of the gede this must be "exclusive" because Java Post that "have" that person. Thoughts and behavior Mr. Dahlan is considered strange that it is ultimately "raise" Java Pos.

Mr. Dahlan did not hesitate to "get help" to me to be able to access to the PT stage so I could see the World Cup directly from a satellite dish, which was not taken. Thus, Java Post a newspaper the only one who can tell in goals beautiful World Cup complete with illustrations on the next day.

I also still remember how PT Stage "seduced" Mr. Dahlan to install multiscreen in Central Youth to show that in-organise Java Pos. I was so impressed me, even though Java Pos was little, I had invited him to go to class "Marketing Management" which I hold in Ubaya. I even make a competition antarmahasiswa to make a paper about the case of Java Pos.

I even took the case was on talk me everywhere with the consequences "dimarahin" people because they have not necessarily proven later. But, that's what I do ..

Why?

Because while discussing the case, I will strengthen "the concept of marketing" which I read in the books with the reality of practice. That was my "learn" from a Dahlan Iskan!

In addition, of course, writing Reboan my running since I was still working in PT stage and continues as in Sampoerna. With "forced" to write every Wednesday, I so have a lot to look for cases of current affairs to be discussed within the framework of the concept of marketing. I always try my writing is not out of the corridor marketing, although the cases discussed can be all kinds.

For example I still remember the first article I was in Java Pos is about Concert Pepsi Cola in Jakarta that displays Tina Turner. I wrote that Tina Turner with a voice power is what I see, fitted to strengthen the positioning of Pepsi as a brand that would different from Coke Classic.

But I also write about my admiration for Lady Di who had positioned himself as the people's princess while not favored by the royal family! Two different cases but the concept analysis of the same. By doing that, I tried to keep writing Reboan I have to "hot", but still "marketing"

So, in addition to my "claim" that in addition to learning "marketing" of Mr. Dahlan, I was already trying to "reposition" itself as a "professional marketing analyst" before May 1, 1990, when birth MarkPlus Professional Service in Surabaya.

Tomorrow I will open the "secret" other. (*)

Grow with Character! (1 / 100) Series by Hermawan Kartajaya

ONE in May 1990 was a historic date for me. That first day I was not chairman of the distribution of PT HM Sampoerna. And that's the first day I also started MarkPlus. The date was also the first day I became an entrepreneur.

The day before, I was still holding the card cool name of PT HM Sampoerna. Distribution Director of PT HM Sampoerna. The day before I was based at the factory in Complex Sampoerna Surabaya Industrial Estate Rungkut or often called SIER. The previous day I still have "men" around 1600 people across Indonesia, which is divided in 54 areas. One area may include two or three districts. Understandably, it should be a cigarette sales evenly, especially Dji Sam Soe, who was populist.

On that day, fit one in May 1990, I officially use the card MarkPlus Professional Service. As soon as I call it, because I think just ready to do "professional service" anything! Since the office does not exist, it is based on the home aja, Taman Indah Prapen C-8 Surabaya.

I just think, at that time, that the address was "less professional" because it was not in the office, but not too "kebanting". It was also not there to cool the housing complex like now: Galaxy, Ciputra, Pakuwon, and so on. So, Complex Prapen a "beautiful" is pretty good, because the place is clean and occupied many executives.

So, at least, let me have this perception of the company's MarkPlus one man show, but was founded by an ex-top executive of a large company in Surabaya. Employees not yet exist. Why?

First, I did not dare to hire people. If you do not do what? Second, yes indeed nobody wanted to work for me.

In fact, frankly, a month before the "resign" from the Sampoerna, I did ask my men to the intelligent design to design the logo MarkPlus. That is, that once out of Sampoerna, I was holding his own card with a nice logo.

Business cards are the first I thought, for fear of identity that is not got no in Sampoerna again. Well, this is my men with whom I was discussing the logo outside of working hours

I, in fact, he told only in a "confidential" about my plan of MarkPlus which began May 1. At that time, he seemed very enthusiastic about helping me to prepare the logo, including its application in letterheads and envelopes. But, finally, I am disappointed when he did not want to be the first employee MarkPlus Professional Service!

"Sorry sir, I did not dare to take risks ..." he said as he bowed his face.

He frankly admitted was not "sure" until when MarkPlus survive. In fact, the Sampoerna he was quite "steady" despite including employees "underclass". That first day MarkPlus situation at that time.

When I woke up this morning, felt a bit strange. I usually shower in the morning, afraid to be late to work because they have to give an example to men. Batik dress uniform Sampoerna accordance with the required color for the day.

In Sampoerna, then, we were all given three kinds of batik uniform with three colors. Monday-Thursday, Tuesday-Wednesday-Friday and Saturday of each single color.

On May 1, I woke up was a bit siangan, but a bit confused what will be done that day. Because, suddenly had no need to wear batik again after so many years. Like there is "missing".

The day before I also had to return official Toyota Crown Royal Saloon. That day I started driving my car sendiri.Toyota new Corolla, but the mortgage ...! Everything suddenly seemed lost! Yes, nice office, nice car, men, uniforms, even a business card cool.

I still remember, I only have a savings and fifty million rupiah at that time. Twenty million dollars I use for DOWNPAYMENT Toyota Corolla, the remaining thirty million to spare.

Because there is no client who wanted to use my professional services on the first day, want to know what I do? Believe it or not, I write articles for Java Pos Reboan as much as possible! At that time I was already invited Mr. Dahlan Iskan new building Java Pos few years to write routines in Java Pos Surabaya with five other people. Incidentally, I chose Wednesday. Other authors who have chosen a different day.

That is how Mr. Dahlan "lift" the image of Surabaya people who might not be a column in the media capital. I like Wednesday, because there in the middle of the week.

Thus, the immediate history MarkPlus celebrate 20th anniversary on May 1, 2010 this is very not separated from Java Post! There's sort of a "spiritual". Tomorrow, I'll share more details about this. (*)