Strategy 101 with Joescher Chee

I attended my first ever strategy workshop on 4 January 2018. I felt my afternoon was well spent, listening to Joescher Chee sharing his knowledge, wisdom and insights. Unlike many people who lived their lives mechanically or in a haze from dawn till dusk, birth till death, Joescher got his wake-up call early in life. At 17, after a death-defying experience, he asked himself if his life mattered and what his purpose in life was. From then on, he changed his life profoundly and embarked on a meaningful life to become better and to help others as well.

In 2018, Joescher Chee has come very far in life. He is the Founder and CEO of Global Strategy Advisory, Co-Founder of Strategy Masterclass for CEOs and Entrepreneurs, an international speaker, and a branding expert who consulted over 200 brands across 23 industries.

Joescher Chee
Joescher Chee

So, what is strategy? Most people have vague ideas of what strategy is supposed to be, but Joescher demystified the term easily. He explained strategy as ‘the blueprint to get you from point A to B’. In business, there are various types of strategies. For example, business strategy is what drives your business, while brand strategy is what should your brand stand for. Marketing and communication strategy is how to reach out to customers, whereas advertising strategy involves how and where to advertise.

So, why is strategy important to a company? Usually, companies only notice the symptoms of a lack of strategy, which include stalling shares, falling market share, losing money, reducing margins, declining productivity, being stuck in the status quo, and diminishing employee morale. However, Joescher explained that these are just the fruits or outcomes of trouble related to a lack of strategy, which is the root of the problem. In order to fix the symptoms, we must first address the root cause.

Through his many years of consulting, Joescher noticed that companies normally fail because of 3 main reasons – no blueprint (strategy), wrong blueprint, or cannot execute the blueprint.

“Most companies in Asia are very good in execution, but they execute the wrong strategy,” said Joescher. “No good customer or supplier will want to jump into a ship that is lost.”

“If you don’t have a strategy, you don’t have a direction, you are lost,” he elaborated. “If your company doesn’t have a strategy, it simply won’t get you to the destination.”

On the other hand, if you have a strategy, you will have clarity, control, certainty and confidence. You will have a structured approach to smart growth and a clear road map to achieve breakthrough performance.

In the strategy workshop, he shared 3 strategy tools that are essential and practical for businesses. They are 3 Critical Choices, The Golden Ratio, and Industry Attractiveness.

The 3 critical choices are to be the Biggest, Best, or Most Profitable. Many years ago, businesses could achieve success by focusing on any 1 of them, but in our current age, with increasing competition, 1 is no longer enough.

In The Golden Ratio, the 3 important aspects of a business, regardless of industry, are simplified as Marketing, Operations, and Production. How a company decides on the ratio of focus, how much weight to give each aspect, will determine whether a company succeeds or fails.

The third strategy tool discussed was Industry Attractiveness. This is because the attractiveness of an industry also plays a very important role in how well a company performs. The higher the score, the more attractive the industry.

From this workshop, another point I found important was the importance of standing out from the rest – how to make yourself unique and special as compared to your competitors. As Joescher said, “In this world today, if your business is not a brand, it is a commodity. If it is a commodity, it can only compete on price.”

Business, brand and leadership strategy are required to transform organisations, cities and even countries. A clear strategy, a winning blueprint and a solid growth plan are indispensable to achieving business success for any company, in any industry worldwide. That is how critical the right strategy is, and therefore we as individuals can go so much further in life if we also had a clear strategy ourselves.

Feeling appreciated

I have been working since 2000. Contrary to my coursemates who applied for prestigious jobs in the cities once they graduated, I decided to work as a research assistant in the university and do my Master of Science (Environmental Science) at the same time.

It has been 17 years since then, and I have worked for all manner of employers, from tiny three-person companies to sizeable international ones, but somehow, the interest wanes after one to two years, and boredom sets in as I do the same thing over and over again, year after year. In my last job, in my fourth year, I tried to apply for a transfer to another department to have a change of environment and job scope, but my application was unsuccessful. I then did the next best thing. I set out on my own, choosing to become self-employed.

Of course, this does not mean self-employment is for everybody, nor do I recommend it for anyone who is having issues with boredom at work. Self-employment is a major life-changing decision, and can only be made after careful consideration of all important aspects of one’s life, and everybody’s life is unique and different.

There are many pros and cons in relation to being employed by a company, but I feel the top reason why employees stay on even though they are unhappy is perceived job security. Sometimes, the only reason they bother to wake up and go to the office is to get a pay cheque at the end of the month. It has become a mechanical action for countless people every day – to get up, dress up, and show up. And that is how they pass their time, year after year, decade after decade, till retirement. The retirement age in Malaysia used to be 55. Now, it is 60. Maybe 10 year later, as the workforce ages progressively and costs of living rises steadily, the retirement age might be raised to 65. Who knows?

However, in these trying times of economic uncertainty, I sometimes feel that job security is somewhat of an illusion. Terms like ‘retrenchment’ and ‘VSS’ are becoming increasingly common. Even though staff do not want to think about it, it is there, lurking in the dark corners of their mind.

In times like these, it would be useful to pick up a new skill, or learn a new trade, or even take a hobby to the next level. Perhaps, the new experience might spark passion in a previously undiscovered area, and lead to a new direction, and hopefully more interesting times ahead. Let’s face it. How many people will not get bored working in the same job for 10 to 30 years?

Another area of concern for me in full-time employment is the lack of appreciation from employers. Since staff are paid for their time and effort, it is easy to take them for granted, treating them as if they owe the company, simply because they are paid to work. It is like deja vu. In large organisations, sometimes staff are like hundreds of cows or sheep. The top management simply thinks of their workers en masse, and not as individuals with unique aspirations, interests and needs.

Strangely, I have found appreciation in other areas, all of which do not concern full-time employment. Since a young age, I have always had an interest in volunteer work, serving the community and environmental conservation and protection. It is the organisations and individuals in this area that are the most appreciative of my contributions.

In 2008, the Selangor Branch of the Malaysian Nature Society (MNS) gave me a branch award in recognition of my contributions as a volunteer.

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About 10 years later, our MNS Selangor Branch chairperson Pasu brought back a certificate of appreciation from the recent national AGM in Langkawi for me. It was a pleasant surprise that an award was presented to me at an AGM that I did not attend. 😀

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Even though I will not likely be awarded any long-service awards by any organisations in the future, these NGO awards will always remind me that I have contributed meaningfully to worthy causes and people have taken note of my contributions. And that is how I would like to be remembered.

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Journey to Shangri-La

I have been publishing articles in bodymindsoul magazine in the last few issues. In Vol.13, an article on my most memorable adventure to date in Shangri-La county, Yunnan, China was published. You can find it from page 38 to 42 in the magazine.

Shangri-La article

Shangri-La county in autumn time is cold and beautiful, especially in the Mount Meili National Park. We hiked 24km uphill in one day to reach our lodging for the night. After 2 days, we hiked 20km back out. It was the hardest physical challenge for me, which made it all the more memorable.

 

#atozchallenge: Inspire

Inspire

It is good to be inspired
To be helped and supported
But sometimes it would be nice
To return the good deed
Or pay it forward, twice
To be inspired is marvellous
But to be an inspiration is a gift

Khor Hui Min
18 April 2016

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Source: http://www.scottygirldesign.com/blog/2014/3/19/scrapbook-inspiration-quotes