Right after the article on the 14Ps of marketing was published, a friend from long ago sent an e-mail. With his permission, I am sharing it with our readers.
Dear Professor Andy,
I hope you will not mind my addressing you by your nickname. I hope too that you still remember me after working together in the AIM’s "Sea Transport Course" some years back. I am still in the transport industry but no longer simply in ocean shipping. I am now in airfreight, warehousing, physical distribution, international house removals, customs brokerage, trucking, and project cargo handling as well.
I trust you are doing well and still enjoying your stay at AIM.
Beside being interesting and innovative, I found your column on "The House of Marketing" (The Philippine Star, Sept. 2, 2002) spiritually enriching, a refreshing way of looking anew at the traditional process of marketing. I was impressed with the 10Ps you have added to PhilipKotler’s 4Ps. You can always count on the Filipino to spice up and improve on anything by adding a different perspective and a new dimension to the matter. Congratulations!
Of the 10Ps, however, I was particularly intrigued by your having added "prayer" and claiming it to be the most important P. I happen to share strongly and absolute such view. For indeed, without prayer–the wheel in your diagram that supports and runs the process that makes a promise–the entrepreneurial house of marketing cannot be linked successfully and directed constantly towards its desired objectivity of profitability.
Your statement that, "Many of the natural elements, forces and storms whipped up by the environment and/or competition cannot be totally anticipated by the marketing plan," confirms that prayer is a key element and absolute necessity for any marketing plan to succeed. Psalm 127 in Scripture reminds us: "Unless the Lord builds the house, in vain do its builders labor."
I also drew strength and reassurance from the realization that AIM, as a school for potential businessmen and businesswomen with materialistic concerns, is also a venue where God’s wisdom takes root. I hope and pray that your institution will continue what you have started and will always strive to enrich its students not only academically but, more importantly, spiritually.
In our Master in Entrepreneurship program, in-depth discussions on spirituality take place as part of both case room and mentoring learning sessions. One of the readings discussed is entitled, "Leading with Soul", a story of how a "successful" business person found spirituality. It identifies four gifts that can be shared with one’s organization and which an entrepreneur can readily impart this Christmas season.
These gifts flow from a basic duality: of yin and yang, of matter and spirit. The four gifts provides balance not only for the organization but also for the entrepreneur:
• From yin–the gift of love;
• From yang–the gift of power;
• From the matter–the gift of authorship;
• From the spirit–the gift of significance.
The first gift focuses on caring and compassion. That the organization’s staff should care about the entrepreneur is not in their job description. However, if you show your people you do not care, they will return the "favor". Positively restated is the truism: Care for them, they will care for you.
When the organization feels that the entrepreneur really cares, it will be seen in the employees’ eyes, faces and actions. Love is a gift that never stops giving. But a large part of this gift is caring enough to know what really matters to the individuals in the organization. One cannot give this gift without knowing what matters most to his/her subordinates.
The second gift gives autonomy and influence. Be open to ideas. Listen and, if the idea is great, say, "Yes, let’s do it." If it is not that great, study it together with them. Give autonomy and allow your people to influence you. Give up power and you will get more.
The third gift is the recognition of accomplishments and craftsmanship. How often have you heard your organization say, "Why should I give my best if it will be changed anyway." When your people delegate upwards, you end up swamped with work and your people are protected from making mistakes. You have not given the gift of authorship. Delegate and empower your organization. Use your time for business development, not for correcting or redoing your people’s work.
The last gift comes from working together, doing something worth doing and making the world better. In other words, making a difference. Insignificance is a feeling of being hollow. No soul. No spirit. No life. Significance is a deep spiritual connection with souls and spirits of your organization. One cannot impose significance. It is created together with people.
Be careful when giving these gifts. Your timing is critical. Give the correct gift for the right occasion. Do not give love when power is required. Do no give significance when love is needed. Know the situation first and give the right gift for the occasion. But to be truly an entrepreneur with a soul, all of the gifts must be given to the organization. Give more and you get more.
(Alejandrino Ferreria is the dean of the Asian Center for Entrepreneurship of the Asian Institute of Management. For further comments and inquiries, you may contact him at: ace@aim.edu.ph. Published "Entrepreneur’s Helpline" columns can be viewed on the AIM website at http//: www.aim.edu.ph).