BusinessMirror July 27, 2015

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BusinessMirror

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Saturday 18,July 201427,Vol.2015 10 No. Vol. 40 Monday, 10 No. 291

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special report

SOCIAL-DEVELOPMENT, ECONOMIC GOALS UNDER PDP MAY NOT BE ACHIEVED

P-Noy to miss most of his 2016 targets

INSIDE

killing brands BusinessMirror

www.businessmirror.com.ph

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espite the continued increase in social spending, there is now a low probability that the Aquino administration will meet most of its social-development targets by 2016.

Monday, July 27, 2015 E 1

Know when to Kill Your Brand By Denise Lee Yohn

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illing off brands is never popular or pleasant, but we should do it more often. Some executives may be reluctant to admit—perhaps for sentimental or political reasons—that their brand is draining more value from the company than it creates. They sustain a brand even if that means aggressive discounting, cheap licensing or other tactics that erode long-term value. It’s not always clear when a brand should be killed. Profitability isn’t a useful metric. Most corporations generate 80 percent to 90 percent of their profits from fewer than 20 percent of their brands and many promising start-ups fail to generate a profit for several years. A better litmus test for keeping or killing a brand may be purpose. In his book, Start with Why, Simon Sinek says that a sense of purpose should provide direction when deciding a company’s future: “Instead of asking, ‘What should we do to compete?’ the questions must be, ‘Why did we start doing what we’re doing in the first place, and what can we do to bring our cause to life, considering all the technologies and market opportunities available today?’” Consider Blockbuster, whose first store opened in 1985. Blockbuster quickly became a popular provider of video games and movies for VCRs. But as Netflix and online-media channels developed, Blockbuster became obsolete. The brand died a slow death, with its video rental operations finally shut down in 2013. Blockbuster’s managers should have euthanized that brand long before it sapped shareholder value.

They could have started another business—and brand—by utilizing the company’s assets such as real estate, technology and staff. Or they could have sold off assets sooner when they would have been more valuable. When dealing with a struggling brand, managers should ask themselves if it is staying true to what it was made to do. Is the brand’s purpose still relevant? Can it still deliver on its purpose in a way that increases competitive advantage? If the answer to these questions is no, can the company pivot to a new purpose that uses its existing assets? We all love a good comeback story, and corporate turnarounds can turn CEOs into stars. But sometimes the right decision is the more painful one. If your brand is struggling, take a hard look at your purpose, not just your balance sheets. Fulfilling a meaningful purpose in a compelling way can be as life-giving to brands as it is to people. Denise Lee Yohn is a brand-building expert and author of What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest.

Make Your TeaM Less HierarCHiCaL By Chris Fussell

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OST of us have read about elite teams, seen them depicted in movies or perhaps, been fortunate enough to be part of one. Elite teams win the big games, save lives in emergency rooms and fight in conflicts around the world. And organizations could once succeed by creating highly effective small teams. The US military built itself around this hierarchy throughout the 20th century with special-operations forces. Senior commanders identified how and where to deploy small units, and young officers focused on leading the best small teams on the battlefield. This bureaucratic model was designed for efficiency and control. Controlling the flow of information between verticals was the ultimate display of power. But in the post-9/11 fight against al-Qaida, the military realized that the speed of information flow and the interconnectedness of individuals created an entirely new battlefield. Enemies who could connect with each other in near real-time were forming networks able to outmaneuver the military’s more powerful, but much slower, bureaucratic model. Many of our assumptions about information sharing, leadership and communication needed to change. Where once information was compartmentalized between small groups, now we pushed the boundaries of sharing as far as we could. Instead of many individual leaders running individual teams, we began to connect ourselves as a broad network of units (or a team of teams, as we liked to call ourselves). After several years, we

could apply the force of a global enterprise with the speed and agility of a distributed network. Every large organization needs to make this shift. A company used to be able to dominate the competition by creating an effective group of verticals. But today, leaders using the network model can quickly outpace those who remain focused on winning individual battles. To adopt the network model, your organization must: Create alignment. Different teams can have competing strategic visions and thus, work at cross-purposes. Until you’re aligned, there’s no point in trying to solve more complex problems—because you won’t be working as a networked team of teams.

By Cai U. Ordinario

COMMUTERS HOPED TO BENEFIT IN TAXI, UBER, GRABCAR TIFF

The Aquino administration, now in its final year, disclosed that it has increased its social spending to over 10 percent in terms of real capita spending year-on-year in the past few years. However, the increase in funds may not be enough to enable the government to meet its own targets under the Philippine Development Plan (PDP). Continued on A12

Recruiting for cultural fit By Katie Bouton

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ULTURE fit is the glue that holds an organization together. That’s why it’s a key trait to look for when recruiting. The result of turnover due to poor cultural fit can cost an organization between 50 percent to 60 percent of the person’s annual salary, according to the Society for Human Resource Management. But, before the hiring team starts measuring candidates’ for these culture fit, they need to be able to define and articulate the organization’s culture—its values, goals

Drive inclusion and transparency.

In a complex world, challenges are often beyond the scope of just one functional team. The more people you include, the more perspectives and insights you’ll have to attack problems with speed and accuracy. Lead with empathy. The era of top-down leadership is over. Bottomup, emergent intelligence will gather more creative ideas, and understanding the perspectives of those below you will help your network make better, more informed decisions. All large institutions, from health care to corporations, must be as nimble and effective as an elite small team. Leading a team of teams will win the day in the 21st century.

and practices—and then weave this understanding into the hiring process. For example, if a strong sense of entrepreneurialism is one of your organization’s cultural hallmarks, you should ensure that potential candidates have a track record of thriving in similar environments It’s important to understand that hiring for culture fit doesn’t mean hiring people who are all the same. The values and attributes that make up an organizational culture should reflect a richly diverse work force. Here are some interview questions to help assess a candidate’s cultural fit:

n What type of culture do you thrive in? n What values are you drawn to and what’s your ideal workplace? n Why do you want to work here? n How would you describe our culture based on what you’ve seen? Does it work for you? n What best practices would you bring with you? Do you see yourself being able to implement them in our environment? n Tell me about a time when you felt an organization wasn’t a good fit. Why? You can assess the candidates’ work ethic and style by honing in on the following:

n Do they perform best in a virtual environment or with everyone in the same space? n Are they more comfortable with a hierarchy or flat structure? n Do they tend to collaborate across teams or operate in a more siloed approach? If you assess cultural fit throughout the recruiting process, you will hire professionals who will flourish in their new roles, drive long-term growth for your organization, and ultimately save you time and money.

Katie Bouton is founder and president of Koya Leadership Partners.

The more experience you have, the worse you are at bootstrapping

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By J.M. Olejarz

f a company wants to generate the most revenue, it should put its most experienced leaders in charge of its resources. Sounds logical, right? But a new study on Hollywood producers in the Strategic Management Journal reminds us that it’s not that simple. The study investigated the interplay between a manager’s experience level and the type of resource that he oversees. financial, brand and human resources were considered. Another important factor was the role of “fungibility,” or the ability to deploy a resource in different ways. (for example, cash, which

can be spent in whichever way you choose, is highly fungible; people, whose specialized skills limit your options for deploying them, are less fungible.) In the movie business, all three types of resources are at work on every project. Studying 837 mass-market movies released between 1996 and 2003, the researchers collected data on the movies’ producers’ prior experience. All the movies were judged by their UU box office revenue. The study found that experienced producers outperformed less-experienced producers when working with higher budgets and stronger brands—but got worse results when working with talented directors.

Experienced producers only got better results when working with less-talented directors. Less-experienced producers outperformed experienced producers when working with lower budgets and weaker brands. fungibility also plays an important role. As they gain experience, managers become more skilled at using resources in different ways. But when a resource is less fungible, like a company’s specialized top talent, experienced managers may struggle to deploy it, and may destroy value in the process. When working with top talent, it’s best to take a hands-off approach: offer general support, but otherwise let them do their jobs.

When working with less-experienced talent, being more actively involved will get better results. But the amount of resources matters too. The study found that experienced managers struggle to create value with fewer resources. Less-experienced managers tend to be better at finding ways to wring value from fewer resources. So the next time your company has a resource-based project that needs a leader, remember: Depending on the project, your most experienced people might not be the best people for the job.

MONDAY MORNING

Chris Fussell served in the Navy SEAL Teams from 1998-2012. He is a partner at McChrystal Group, and coauthor, with Gen. (retired) Stan McChrystal, of Team of Teams: New Rules of Engagement for a Complex World.

J.M. Olejarz is a writer-editor in Boston.

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© 2013 Harvard Business School Publishing Corp. (Distributed by The New York Times Syndicate)

influencers Marketing BusinessMirror

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Editor: Efleda P. Campos • Monday, July 27, 2015 E3

What is an influencer? Part 1 PR Matters By Millie F. Dizon

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EAR PR Matters, I work in a PR agency, and am fairly new in the business. Whenever we have clients that ask for proposals, they always ask us to include influencers in the mix. I have to admit, though, that I am not quite clear on what influencers can do apart from the fact that they are celebrities or have many followers in social media. What is really an influencer? How does one become one? How effective are they in PR programs? Other colleagues also would like to know more about them, as this would be very helpful in our work. Thank you so much.

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Personal motivation—work on connecting vital behaviors or intrinsic motives;

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Personal ability—coach the specifics of each behavior through deliberate practice;

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Social motivation—draw on the enormous power of social influence to both motivate and enable target behaviors;

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Social ability—people in a community will have to assist each other if they hope to succeed;

Sincerely, Gayle A.

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Structural motivation—attach appropriate reward structures to motivate people to pick up the vital behaviors;

Dear Gayle, Your question is quite timely because with the advent of social media, so-called influencers hve become part of many marketing programs. In the Philippine setting, influencers are mostly celebrities or wellknown personalities who have a large following in social media. They function as brand ambassadors or as they say brand evangelists, to that help create brand awareness and image building. Your question actually has two parts—1) What is an influencer?; and 2) How effective is influencer marketing? We will try to answer the first question in this column, and the second in next week’s. The Business Dictionary.com defines influencers as “individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship.” “In consumer spending, members

6 of a peer group or reference group act as influencers. In business to business (organizational) buying, internal employees (engineers, managers, purchasers) or external consultants act as influencers.” With this, there are many faces of influencers that remain untapped. These include journalists, academics, industry analysts, professional advisors, celebrities and individual brand advocates. Lifestyle editors in broadsheets can be considered influencers because it is a fact that the stores, res-

lived in the same address, they went to work together every morning.

Complementary personality and skills

TEAM MANILA: ONE PLUS ONE IS EQUAL OR GREATER THAN 2

TWENTY two years ago two cool college dudes from University of Santo Tomas Fine Arts decided to take their “group project” partnership out of the confines of college art projects into the world of real graphic design clients. Brimming with a combination of naiveté, chutzpah and talent, they started their graphic design studio called Team Manila in a garage. Today, the multidisciplinary graphic design studio remains lean with 12 people but their retail venture employs ten times that. This year will mark Team Manila’s 15th year in design and their 10th year in retail. Adobo sat down with Mon first but after a few minutes with Jowee it felt like one of those couple quizzes where they got most of their answers synched. Effortlessly. Did we mention that we read somewhere that business partnerships are like marriages? For the most part of their business partnership, the duo lived in the same townhouse even after Mon married. Jowee moved out only two years ago when he got married. At the time they

the Power to Change Anything, which was actually written in 2008 by Kerry Patterson, Joseph Grenny, David Maxfield, Ron McMillan and Al Switzler. The book is based on the studies of a handful of behavioral science theorists, including the legendary father of social learning theory, Dr. Albert Bandura, who have discovered the power to change about anything. Through years of careful research and studied practice, the authors have developed powerful influence principles and strategies that can be replicated and others can learn. The book shows how we can become influencers in our own circle by mastering the six sources of influence. These are:

JOWEE defines their collaboration, “Mon is very detailed. May perfectionist side. Ako naman ’yung mas impromptu in terms of ideas. Ganun ang balance namin. Even dati pa lang sa school projects, s’ya ’yung makakapag-produce on time and on schedule. Kasi kung ako lang, medyo cramming ’yan. [Mon has a perfectionist side. I am more impromptu in terms of ideas. That’s our balance. Even when we were still doing school projects he was the one who can produce on time and on schedule. If it were me, I’d be cramming].” They didn’t even need to sit down to define the work. Mon explains that ever since they were in college, he was the planner. “Ganun na s’ya nangyari. Ako ’yung sa production. Naglalatag kung ano ang magiging plano, ano ang kailangang gawin, ano ang mangyayari [Th at’s what happened. I take care of production. I lay out the plan, what needs to be done and what will happen.]” They both said the roles just came naturally. They start work by building from each other’s ideas and automatically their college “group project” dynamics take over. In terms of their personalities, Mon admits that he’s mareklamo (querulous), while

taurants, and wellness centers they feature on their pages not only get some buzz, but lead to sales. Stockmarket experts can also be considered influencers because their picks are considered good investment options. Academics like Queenie Go Chua can also be considered an influencer because of the Kumon system that she has brought here. We may not follow their lives the way we do with celebrities, but their thoughts and their recommendations lead us to make purchase decisions.

Joey is open-minded. Nary a heated argument all these years and they think it’s because they have the same work ethic, which Mon defines as “best effort,” and most decisions are made the same way they did in college—by gut-feel.

Trust

THE duo defines this as transparency. Mon says, “We lay all our cards on the table.” They do have formal meetings with their staff but mostly managerial concerns are discussed in the car on the way to work, over lunch or over coffee. They hardly disagree but when they do, Jowee’s solution is bigayan [compromise]. They give their ideas a chance. They try it and if it works, they continue. If it doesn’t, they give it a rest. Blame is not part of their team’s vocabulary. “Work is work. Walang sisihan. Walang personalan [No blaming. Nothing is taken personally].”, they both declare. When it comes to work, Jowee confines that he feels confident that his design will see fruition in the manner that he envisions when Mon is there for production. For his part, Mon says he knows for sure that with Jowee in creative, Team Manila’s designs will stay solid, current and competitive. The trust comes from their mutual respect. They know they have each other’s back. Nothing can argue with 22 years of working in sync and going through all the business ups and down

In iA, Influencer Analysis says that “influencers are normal people who are often connected to key roles in media outlets, consumer groups, industry associations or community tribes. Influencers may not be aware of your company, but represent control of an audience segment that is important to your business.” “Such individuals are not simply marketing tools, but social relationship assets,” it continues. “They may be the person for affecting key contracts, supporting new product releases, or part of a resource pool that

increases market awareness and industry shift before it happens.” In an article for The Outreach Marketer, Kristen Matthews says that “the term influencer is not grasped as easily as it’s thrown around. It’s like everyone is ‘doing it’, but ‘doesn’t know how to do it.’” That is because of the mistaken notion that influencers are limited to celebrities, as is practiced in the Philippines. But the concept of an influencer, actually has its roots in the social sciences. I came across a book, Influencer:

Structural ability—ensure that systems, processes, reporting structures, visual cues support the vital behaviors. As you can see, anyone can be an influencer. In next week’s column, we will discuss influencer marketing and its effectivity. PR Matters is a roundtable column by members of the local chapter of the UK-based International Public Relations Association, the world’s premier association for senior professionals around the world. Millie Dizon, the senior vice president for marketing and communications of SM, is the local chairman. We are devoting a special column each month to answer the reader’s questions about public relations. Send your comments and questions to askipraphil@gmail.com.

A smartphone is mounted on the glass of an Uber car. AP/Rafiq Maqbool

together. The trust extends to their finances, as everything is hating kapatid (fair division).

Shared vision

FOR now, they both have their eyes set on making Team Manila sustainable so they can both step back a little. The retail business created business opportunities but it did so with itinerant challenges. Jowee is starting to build his own family. Mon is doing the same but at the same time also wants to get back into graphic design. To this day, you can still find Mon and Jowee in the office from 9 to 6 except when either has to go to an outside meeting or attend to family matters. When these happen they never fail to let each other know through text or a call. “Respeto lang [Simple respect],” they both say. They started Team Manila because they wanted to tell a visual story of the Philippines to the world. “And, I think, we set something lofty like how can graphic design change the country for the better,” Joey shares. “Like when we travel, we notice how graphic design can help put order and influence pedestrian behavior, for example, through signage. Mon and I believe that we want to do a project like that.” This could also possibly be the reason Team Manila, through Jowee, was one of the prime movers in having the Philippine Design Competitiveness Act signed in 2013.

marketing

By Lorenz S. Marasigan E3

FINAL SONA President Aquino, in this file photo, delivers his fifth State of the Nation Address (Sona) during the joint session of the 16th Congress at the House of Representatives in Quezon City on July 28, 2014. Mr. Aquino will deliver his sixth and final Sona today. Story on A12. AP/Aaron Favila

UPMG to HLURB: Scrap policy on property ads

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he United Print Media Group (UPMG) is calling on the Housing and Land Use Regulatory Board (HLURB) to scrap a policy that requires property developers to secure the agency’s approval for all their print and television advertisements. UPMG shares the concern of property developers that the HLURB’s Board Resolution 921, which took effect on February 14, will have an adverse impact on Philippine real-estate sector. “Board Resolution 921 betrays an in-

tolerant view of business, and should be rescinded immediately,” UPMG said. Because of the additional requirement imposed by the HLURB, property developers have seen a decline in sales since the regulation took effect. The group said it has also put consumers at a disadvantage, as they are effectively kept in the dark about property developments from reputable firms. UPMG noted that the only advertisements subject to prescreening by the Advertising Standards Council (ASC) are ad

PESO exchange rates n US 45.3490

materials with superior or No. 1 claim, ad materials directed with children and ad materials with sex or violence. Despite this, the group has indicated its willingness to work with the HLURB to effect necessary changes and offered to help the agency screen print-ad materials based on its rules and regulations. UPMG has also given its assurance to the HLURB that will police its own ranks to ensure compliance with corresponding penalties for member-publications. The group has proposed the forging

of a memorandum of understanding with the HLURB, similar to what it has with other industries. Even the ASC has expressed interest in partnering with the HLURB in regulating the advertisements of subdivision and condominium projects. “However, the HLURB is lukewarm to these proposals,” UPMG said. Because of its consequences, UPMG said the HLURB regulation could make the Philippines less attractive as an investment destination and discourage foreign investors from setting up shop in the country.

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First of three parts

EFUGE was the word used to describe the cab when it was at its peak. It kept people away from unwanted dangers, such as armed robbery and snatching. Taking a cab used to allow commuters—who want the luxury of being safe from harm and stress—to sleep en route to the office, or rest while traveling back home. But in today’s setting, one must be more alert of his or her surroundings and be more vigilant when riding a cab. Mara Viola, a real-estate broker from Manila, used to feel safe inside a vehicle, until that Wednesday morning.

She flagged down a taxi at the corner of San Marcelino and Nakpil streets in Manila at around 8:45 in the morning to go to The Fort in Bonifacio Global City in Taguig City. Habitually, she first asked the driver if he could take her to the location. He obliged after five seconds, she said. Well-informed about recent rape and robbery incidents involving taxis in Metro Manila, she texted the plate number of the vehicle to her boyfriend, just to inform him of her whereabouts. “On our way to The Fort, the driver suddenly turned left to an alley along P. Ocampo Street. I asked him why, and he Continued on A4

n japan 0.3661 n UK 70.3680 n HK 5.8510 n CHINA 7.3032 n singapore 33.1450 n australia 33.4679 n EU 49.8431 n SAUDI arabia 12.0924 Source: BSP (24 July 2015)


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