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-------- Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya --------
Marketing Yourself @ the Flat World:From Campus Life to Business World
Hermawan KartajayaAsia’s Leading Marketing Strategist (CIM-United Kingdom)
President of World Marketing AssociationFounder and President of MarkPlus&Co
17 November 2007Surabaya
-------- Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya --------
We are entering a whole new world…
-------- Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya --------
Why do you need “marketing yourself”?
-------- Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya --------
Remember, We are living in a flat world now
-------- Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya --------
Globalization 1.0 (1492 – 1800)
• The New World
• Powerful Countries
Globalization 1.0 (1492 – 1800)
• The New World
• Powerful Countries
Globalization 2.0 (1800 – 2000)
• Smaller World
• Multinational Companies
Globalization 2.0 (1800 – 2000)
• Smaller World
• Multinational Companies
Globalization 3.0 (2000 – …)
• Flat World
• Individual (with a PC)
Globalization 3.0 (2000 – …)
• Flat World
• Individual (with a PC)
West
Dominates
Anyone
What happens when the world is flat?
-------- Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya --------
In a Flat World, Individual Rules!
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Source: Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, and Sandra Liu, “Rethinking Marketing: Sustainable Market-ing Enterprise in Asia”, Prentice Hall, 2003.
The business landscape is changing
CHANGECHANGE
COMPETITORCOMPETITOR CUSTOMERCUSTOMER
COMPANYCOMPANY
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TECHNOLOGY
POLITICAL
LEGAL
ECONOMY
MARKET
TECHNOLOGY
POLITICAL
LEGAL
ECONOMY SOCIAL
CULTURE
SOCIAL
CULTURE
MARKET
DIGITALIZATION
GLOBALIZATION
FUTURIZATION
Three factors of change that is re-shaping the business landscape
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...hierarchies are being flattened and value is being created less and less within vertical silos and more and more through horizontal collaboration.
--Thomas L. FriedmanAuthor of The World is Flat
DIGITALIZATION
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GLOBALIZATION
It was far too common in the past for a successful corporation to identify closely with a "home base," a company headquarters, or a corporate "home town”, but it was outdated if the corporation saw the world as its
marketplace. … The world has already attained the position of being effectively without borders.
-Kenichi Ohmae-Author of The Borderless World
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FUTURIZATION
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CHANGECHANGE
COMPETITORCOMPETITOR CUSTOMERCUSTOMER
COMPANYCOMPANY
Who are your customers?
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Business WorldCampus Life
Lecturer
Student is trying hard to please their customers (lecturer, professor, etc)
End-consumer The Boss
Businessman is trying to give the best to meet customers’ expectation
Professor
Who are your customers?
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CHANGECHANGE
COMPETITORCOMPETITOR CUSTOMERCUSTOMER
COMPANYCOMPANY
With whom do you compete?
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Business WorldCampus Life
Other Students
Student competes with each others to get an “A” grade in the class.
Colleague Other Businessman
Businessman competes with each others to get money and promotion
With whom do you compete?
-------- Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya --------
CHANGECHANGE
COMPETITORCOMPETITOR CUSTOMERCUSTOMER
COMPANYCOMPANYWho are you?
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Business WorldCampus Life
Student
You are a student
Professional Entrepreneur
Are you going to be a professional or an entrepreneur?
Who are you?
-------- Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya --------
Professional
EntrepreneurStudent
Company
(Yourself)
Peer
Other BusinessmanOther studentsCompetitor
Consumers
Boss
Lecturer
ProfessorCustomer
Digitalization: a horizontal collaboration
Globalization: a borderless world
Futurization: an individual focusChange
to
Business World
from
Campus Life
In summary
-------- Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya --------
Today, in theAge of the Individual, you have to be your own brand.
You are the CEO of Me, Inc.
-Tom Peters-
Today, in theAge of the Individual, you have to be your own brand.
You are the CEO of Me, Inc.
-Tom Peters-
-------- Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya --------
What is “marketing yourself”?
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What is marketing, anyway?
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You don’t need to be the best, You don’t need to be better. You just need to be different
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It’s better to be a little bit different than to be a little bit better
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"He can't kick with his left foot, he can't tackle, he can't head the ball and he doesn't score many goals. Apart from that, he's all right."
-George Best-
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Mr. CoolMs. NiceMr. Cynical
American Idol
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BrainBeautyBehaviorBlessed
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To be successful you have to be
1. Lucky, or
2. Very talented, or
3. Find yourself in a rapid growth field, or
4. A LITTLE MAD-Edward de Bono-
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Richard Brandson
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Steve Jobs
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How to market yourself?
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By a 'path' I mean finding my own deepest meaning and most profound integrity, acting from my deepest motivations and bringing this action to bear upon my family, my community, my nation and so on,
-- Danah ZoharAuthor of Spiritual Intelligence
-------- Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya Hermawan Kartajaya --------
Transforming yourself from a ‘conventional’ to ‘enterprising’ person
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Thank Youwww.hermawankartajaya.com