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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

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We are entering a whole new world…

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Why do you need “marketing yourself”?

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Remember, We are living in a flat world now

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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?

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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corporation to identify closely with a "home base," a company headquarters, or a corporate "home town”, but it was outdated if the corporation saw the world as its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?

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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?

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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

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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-

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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

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Transforming yourself from a ‘conventional’ to ‘enterprising’ person

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