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.
