The Three Elements - will, intellect, soul

Force of the will, force of the intellect, force of the soul – Carl von Clausewitz,  1820

 In the face of seeming overwhelming  odds, we call upon our humanity to  master the wrath of forces that hinder us from our purpose. Aut viam inveniam aut faciam, either I shall find a way or I shall make one echoes in history after 2000 years as the greatest tactician of ancient crosses a formidable stretch of cold mountain slopes in Europe to stand undefeated in enemy territory.  Though forgotten in the course of time, the battles fought by Gen. Hannibal Barca in Roman territory are pages sought to be mastered by students of modern warfare; and by students of People Management. To touch upon the souls of man, their intellect and the power of the will – we can turn ordinary people into giants. Thus we have given Honorary names to greatness in our times as we honor and admire the greatness of our business tycoons and heroes who have demonstrated the best in our humanity – resilient, principled and courageous despite challenging situations. The ability to snatch victory from jaws of defeat; the ability to make stepping stones out of once adversities; to be roused by obstacles rather than discouraged.

Before we may breakdown in simple and understandable terms  the operational aspect of these Three Elements,  let us be  reminded that – will, intellect and souls is simply a manifestation of our basic humanityavailable to every man which can be found only through sincere and informed discernment.  Which reminds me of a process very much promoted by the Jesuits.  Growing within the Ateneo community in CDO, I have grown to appreciate the process of discernment through the experience and exposure I went through in the Ateneo de Cagayan academe. Recollections, retreats, one on one discussion with Fr. Cuna, silent retreat in the Malaybalay Jesuit Retreat house with Kuya Jong and Chapel Aides family, reflection exercises with our Jesuit mentors, Sunday masses and prayer meetings, I have found myself in Xavier University – Ateneo de Cagayan.  Over and above my educational requirements, my first experience of exercising my will, intellect and soul was during my college years.  Aspiring for the CSG Presidency of 1995, aspiring for a landslide victory of Alyansang Atenista of 1996, aspiring to be a good christian in my service at Chapel Aides, aspiring to be a good son by maintaining a Scholarship and excellent grades. Cura personalis and Magis have impacted on me in my 11 years in the Ateneo. 

Let us discuss in detail the anatomy of the Three Elements within the scope of Marketing Management by specifying  7 competencies needed in operation.

Passion for Excellence. Force of the soul.

Achievement Orientation. Force of the will.

Analytical and Learning Capability. Force of the intellect.

Strategic Orientation. Force of the intellect.

Inter/ Intrapersonal Skills. Force of the soul.

Leadership Orientation. Force of the soul.

Creative Thinking. Force of the intellect.

7 Competencies reinforced by historical appreciation, experience and technical competence in selling and management which include skills in communication, influencing, planning, leading, organizing, controlling, and continuous improvement.  Historical appreciation in gaining wisdom on best practices of the past and mistakes to be cautious about.  As they say,” wise men learn from others mistake and fools from their own”.  History as how Pop Cola menaced Coca cola during its RFM days; how C2 penetrated the Ice Tea market with its exceptional maneuver on the bottled, low cost category; how cobra captured the minds and imaginations of Filipino consumers with its bottled energy drink as Lipovitan and Red Bull sat on their laurels; how selecta grabbed the market leadership from Nestle in less than 5 years of operation; how PM failed to check Fortune Tobacco with its Sterling low cost brands; how splash failed when it tried to copy the processes of Unilever; how kopiko penetrated a coffee market when other brands failed as San Mig and Great Taste – magnificent! ; how Monde Nissin succeed in grabbing shares of Quick Chow demonstrative of Clausewitz principle of Urban Strategy – concentrating all resources in the urban warfare as rural will eventually fold out as the natural course of things is for the center to influence the surrounding territory.

This exceptional accounts of marketing maneuvers are illustrations of Passion for Excellence and Competence demonstrative of will, intellect and soul. Indeed, a Marketing Manager given the right opportunity can move mountains and heavens with the right amount of will, Intellect, and Soul . Opportunity would mean – the right company, the right leadership, the right family, the right time, a conducive environment.

625 Steps to BCDI

In parting words to my BCDI stint, I am further reinforced about the uncertainties in life. The question in me persists as to the all time life question once pronounced simply in Shakespeare’s Hamlet “ to be or not to be?. In the face of disenchantment and uncertainty, is there meaning in persistence for a seemingly lost cause. Clearly I have found the two aspects in this long time dilemma human predicament. An answer to be found in the book of Genesis. Indeed, human beings are made in the image and likeness of God. We manifest Godly characteristics of intelligence and freedom. We share in God’s competence for creation. Amidst the frictions of Life and its according challenges of great floods, drought, pestilence, financial crisis and other calamities, a choice remains in each one of us. “To be or not to be” – To be positive or not be positive, To be roused or to be discouraged, To find a solution or to find fault, To be thankful or to be discontent, To appreciate the good things or to be burdened by disadvantages.

As Job choose to be faithful to God and his goodness, this competence is available to every human being until the end of time. Quite easily spoken however very challenging to execute. For in our frailties as Human beings where do we find the courage to persist, the fortitude to hold on, the wisdom to fathom the mystery of our human situation. A challenge so personal for only in our solitude we can find the answer to ancient questions of our human existence. An answer only to be found from within. Only to be found thru deep discernment – a discernment of the soul, of the mind. Answers as unique as our human DNA – distinct and unique in every person. With the volumes of books written since ancient times, there will be no the same exact answer for everyone. Though there are processes available as presented by various religious and cultural denominations, it remains a fact that even the process can not be exactly defined to fit everyone. Each man will have to find his purpose and find the strength to remain faithful to that cause however the circumstance. To find meaning in the exact act of manifesting the purpose regardless of external rewards or reinforcement. To remain true to your purpose as a Professional Manager, as a Father, as a Husband, as a Christian or as a Human Being.

 Indeed, there is wisdom in the words shared to me by a good friend and fellow manager whose competence I admire, Jessraf Palmares. One time in Central Luzon he told me " you must have a good pair of legs to excel in Sales and distribution". For seven months I patiently took 625 steps to my office at Alwana Business Park despite the regular vehicle package of an Operations Manager. My 625 steps were moments of analysis and discernment as I ponder on the learning of each day and the actions I have to take. I am reminded of Mao Tse Tongs Long March where a supposed retreat and fatal blow on the Red Army became the source of strength that paved the way   to the victory of Mao's Army in China. Perhaps, the wisdom and patience I gained with the 625 steps I took for seven months while managing a 50M business will pave way to better opportunities. 

In a classic book I have read entitled On War, the author specifies two qualities in a man that will make a “genius” on war. The following personal characteristics were mentioned by the author, an influential military thinker the Napoleonic period of Europe. Of the qualities he mentioned, I am most struck by the following items:

1. Courage. Physical courage in the presence of danger to the person. Moral courage referring to the courage before responsibility; whether it be before the judgment seat of external authority, or the inner power of the conscience.
2. Strong Mind. One which does not lose its balance even under the most violent excitement; an understanding which in the midst of this intense obscurity, contains some traces of inner light which leads to the truth.
3. Strength of Character. Tenacity of conviction. Consistent and difficult to move.
4. Self Command. The power of submitting oneself to the control of the understanding; but the power of listening to reason in the midst of the most in tense excitement, in the storm of the most violent passions.

Though to some war may seem a far out comparison to life, it remains a fact that a lot of parallel principles applies to both concepts. There are situations in Life that can be as tragic as War. First hand experience of mine deals with our family business demise in Albay commencing with my Grandfather’s death. The tragedy of which spans thirty years and to this date I carry the burden of continuing my Grandfather’s legacy if not in my time perhaps in my children’s generation. A legacy of family and competence which produced a monumental reputation in the Bicolandia for business and politics. A Chinese Mestizo who demonstrated the passion and competence of his forefathers who migrated to Albay from Macau. Though uneducated who learned to read and write in later years, Papa Saning excelled in trading, transport, gasoline retail and rural bank during post war Bicolandia. To lose this inheritance in my generation is as tragic as losing in war as Axis nations were penalized with heavy fines after world war 2. A similar circumstance would be the tragic tale of some 73 personnel of BCDI as the Company concluded its operation effective August 31, 2012.  Tragic as 73 families will have to face uncertainty commencing Sept. 1. Each will have to brace and call upon their skills and experience to negotiate their way to another venture as employment or business. Tales of the exploits of business tycoons in the Philippines as illustrations of operational maneuvers, strategy and tactics comparable to rigors of warfare. Courage, strong mind, strength of character, and self command maybe manifested as well in managing circumstances in Life. Circumstances which ranges from soft serve to violent and dubious maneuvers of partners, superiors, subordinates and competitors. To stay calm and steady would need a personality with courage, character, and self command to weather the storms.

To my colleagues at Bukidnon Choice Distributor Inc, for the sake of your families and little children may you find the courage to persist in the challenging times ahead as we conclude our operation by August 31, 2012. May you the find the wisdom in the circumstance that we have. With a strong mind and strength of character each will find his way according to what one have sown.