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. (*)