HOW ASIA WILL CHANGE THE WORLD.
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Transcript of HOW ASIA WILL CHANGE THE WORLD.
HOW ASIA WILL CHANGE THE WORLD
Jack Ma, Alibaba
WE ARE WITNESSING – IN OUR LIFETIME –
THE RISE OF ASIA.
THIS IS NOT THE SAME AS THE RISE
OF THE “ASIAN CENTURY”.
HOW MUCH MORE?
THE ONLY MODEL WE HAVE THAT PROVIDES,
BOTH, AN IDEA OF VALUE AS WELL AS REVEALS THE
SCOPE AND SCALE OF OUTCOMES, IS THE
“AMERICAN CENTURY”
The “American” Century changed the world - culturally
INSIGHT #1:THAT BRANDS
GO BEYOND BUSINESS & COMMERCE. THAT THEY CAN AND DO
ALSO REPRESENT IDEAS AND EVEN PEOPLE.
INSIGHT #2: THAT POWERFUL
BRANDS ARE CAPABLE OF
DEFINING PEOPLE
The “American” Century changed the world -culturally
IF “GREAT” BRANDS ARE PEOPLE
DEFINING, THEN ASIA IS AWASH WITH
MERELY “GOOD” BRANDS.*
*Japanese brands lie outside of the calculus
HOW DO THE MORE PROMISING
ASIAN BRANDS BREAK THE GLASS
CEILING AND TRANSITION TO
PEOPLE-DEFINING GREAT BRANDS?
QUESTION
ANSWER
VIA TRULY GREAT LEADERSHIP THAT WILL
REQUIRE 2 THINGS:
1. VISION, and2. UNCONVENTIONAL
THINKING
VISION
RECOGNIZE & UNDERSTAND THE SCOPE,
SCALE AND PACE OF GLOBAL CHANGE
1.
THE EFFECT OF HYPER-COMPETITION
TECHNOLOGY AND GLOBALIZATION HAVE
IMPROVED PRODUCTS TO THE POINT OF COMMODITIZING THEM AGAIN. AS A RESULT
PEOPLE NOW EXPECT MORETHAN JUST FUNCTIONAL
EXCELLENCE
a 3600
shift
VISION1.
UNCONVENTIONAL THINKING
2.
RECOGNIZE THAT CHANGE WILL MEAN NOT JUST DIFFERENT CUSTOMER
EXPECTATIONS, BUT ALSO DIFFERENT WAYS FOR THE
COMPANY TO DELIVER THESE
THERE WILL BE OUTLIER VISIONARY ASIAN
ENTREPRENEURS WHO WILL INITIALLY WALK ALONE.
THEY WILL BLAZE A TRAIL OTHERS WILL EVENTUALLY
FOLLOW.
THEY WILL WIN FOR
2 REASONS:
BRAND PURPOSE
CORPORATE CULTURE
2.1.
CUSTOMERS
INTERNAL STAKEHOLDERS
WINNERS WILL RECOGNIZE THE NEW CONSUMER
LANDSCAPE REALITIES AND PRIORITIZE “PURPOSE” AS A
DRIVER OF BRAND DIFFERENTIATION
1.
INCREASINGLYPEOPLE ARE LOOKING FOR
BRANDS THAT MATTER TO THEM IN A RELEVANT WAY.
WINNERS WILL RECOGNIZE THAT BRAND PURPOSE CAN INCLUDE
BUT WILL NOT NECESSARILY ALWAYS NEED TO BE ABOUT
SAVING THE WORLD.DIRECT RELEVANCE TO ME
CSR
THE NEW
OF BRAND PURPOSE
1.
THE ENGINE OF A COMPANY ARE ITS PEOPLE.
THE PROBLEM: RIGHT NOW TOO MANY ASIAN COMPANIES HAVE CULTURES THAT
REPRESS EMPLOYEE EXPRESSION, CONTRIBUTIONS, EXPERIMENTATION AND
INITIATIVE.
THE ABSENCE OF INCLUSIVE, ENABLING CULTURES UNDERMINES THE BRAND’S
ABILITY TO APPEAL TO CONSUMERS AND COMPROMISES THE COMPANY’S ABILITY TO
INNOVATE.
2.
CORPORATE CULTURE IS A LOW HANGING FRUIT
WHY?
1. THE EXISTENCE OF HISTORICAL SOCIO-CULTURAL MARKERS THAT TRANSLATE INTO BEHAVIOURAL NORMS – BOTH OUTSIDE AS
WELL AS INSIDE THE COMPANY: PEOPLE ARE CONDITIONED TO “KNOW THEIR PLACE”.
2. A COMMON CEO MANAGEMENT MIND-SET THAT REINFORCES THAT CONDITIONING.
REGARDLESS OF CULTURAL SPECIFITY (FROM CONFUCIAN TO ISLAMIC) MANAGEMENT
STYLES ARE PATRIARCHAL AND HIERARCHICAL FAVORING COMMAND-
CONTROL MODELS
TWO REASONS:2.
THIS IS HOW WINNERS WILL SOLVE IT:
THEY WILL RECOGNIZE THE ROLE OF CULTUREAS THE ENGINES OF THEIR COMPANIES. THEY
WILL SHUT OUT EXTERNAL SOCIETAL CULTURAL MARKERS AND CREATE INTERNAL
“SAFE ZONES” THAT WILL ENCOURAGE EXPERIMENTAL THINKING AND
COLABORATIVE AND COOPERATIVE TEAMWORK.
THEY WILL DO THIS CONFIDENTLY IN THE KNOWLEDGE THAT ALL HUMAN BEINGS ARE
DRIVEN TO WANTING “MORE” BY KEY BODY CHEMICALS.
2.
GLOBAL
TRENDS
BRAND
PURPOSE
DYNAMIC
INTERNAL
CORPORATE
CULTURES
GREAT
ASIAN
BRANDS
DEFINE PEOPLE ALL
OVER THE WORLD
TURBO-
CHARGE
ASIAN
ECONOMIES
THE ASIAN ENTREPRENEURIAL
CEO: INVOLVED, INSPIRING AND
ENABLINGRISE OF THE
ASIAN CENTURY
2
1FUNDAMENTAL BUT CRITICAL PILLARS THAT WILL SUPPORT ALL BRANDS ON THEIR JOURNEY TO GREATNESS
2THE ROADMAP
“We (therefore) need to focus on our own people.
Develop their brains which will deliver innovation.”
“Our core competence is culture. We have 20,000 people
(working at Alibaba) and we focus on the values and the
mission… making sure that we build a culture that is about
working to help others instead of just making money.
Unlike Wall Street we believe customers No 1, employees
No 2 and shareholders No 3…this is my religion… it’s the
employees that drive innovation .. during crisis time they
(shareholders) ran away, my customers stayed, my people
stayed.”
Jack Ma, Chairman of Alibaba
On employees: “Continuous improvement…life
long learning and purpose…happy staff, happy
customers”
Ron Sim, Chairman & CEO of OSIM
On brand: “our people drive the brand and the
brand motivates people…”
“How you build can also destroy the environment, and how you
integrate yourself with the community can also destroy the social
cultural environment…With that great sense of responsibility, we
wanted to do good and as we did that, we began to realize
consumers like to link their purchasing power with their values.
More importantly, our associates like to be identified with a
company that reflects their values.”
Ho Kwon Ping, Executive Chairman, Banyan Tree Holdings
THE OUTLIERS ARE ALREADY MAKING A
MARK.
THE CATALYSTS WILL BE NEW GENERATION ASIAN CEO
ENTREPRENEURS. GIVEN THE BACKDROP OF THE WORLD THEY ARE INHERITING,
THIS NEW BREED OF LEADERS MAY END UP DOING MORE THAN CREATE GREAT
BRANDS WE BUY AND USE. THEY MAY WELL HELP SAVE
THE WORLD.
THE ASIAN CENTURYWILL ONLY MATERIALIZE IF ASIAN BRANDS GREAT
ENOUGH TO DEFINE PEOPLE RISE AND SHAPE THE FABRIC OF GLOBAL CULTURE.
brandASiANb u s i n e s s & b r a n d i n g
In Singapore
www.BrandTalkAsia.com
www.brandasian.com