The Dutch Vietnam Management Supporter

Key to Succes
Since Mankind started to become aware of its existence, it has been looking for keys, like the Fountain of Youth (the key to stay young & attractive forever) and the Philosophers Stone (the key to turn base metals into gold). All Holy Scriptures claim to contain the Key to Eternity. Many business authors say they have isolated a Key to Success. Hence, the name of VTV1s business game tv show. But is there a Key to Success? My answer: This depends on the lock. Each one requires a different key. This is not the kind of reply people like to hear. They prefer: Yes, and I tell you what it is. Universal keys are hard to find. However, we keep on searching, and do our best to come close to solutions. As long as we cant find one, we must cope, improvize & hope for the best. See p. 9.
Prof. Loek Hopstaken Email: loek@hopstaken.com Mobile: 090 888 9450

5th year, no. 4 September 6, 2011

This magazine was first published in March 2007. It is digitally distributed among my Vietnamese and Dutch business & private associates. Purpose: to keep them informed about my activities in Vietnam and overseas. This amazingly attractive and energetic country has rapidly conquered my soul, and become my home away from home. Loek Hopstaken

In this issue:
Key to Success Dear Reader The Black Swan Vmese generations Teachers Corner Hard times Speakers Corner The Real PR Course The Jury Members Corner 1 2 3 4 5 6 7 8 9

The recipe for perpetual ignorance is: be satisfied with your opinions and content with your knowledge. Elbert Hubbard

Standing Offer Contact information

10 11

It dont mean a thing if it aint got that swing!

5th year, no. 4

The Dutch Vietnam Management Supporter

Dear Reader,
These months my agenda is full: a 2-day in-company course in cross-cultural skills two 4-evening public courses in Strategy for CEOs (IFA) a 4-day HRM course for MBA-students (Hanoi) a 5-morning PR course at Royal Business School, and days 3 & 4 of a 16-day in-company management development program A 4 evening HRM course for IPL-2 students From mid October to mid November Im in The Netherlands to teach, coach & train. There is more to come What happened? How come were so busy? Apparently I have passed a tipping point. Well, thats all for analysis. What I can say is that I love to work. In my lectures & workshops I share my personal experiences & viewpoints. Meanwhile, its a great honor & pleasure to be able to communicate with so many Vietnamese of all walks of life, and to support Vietnamese organizations. Loek Hopstaken (loek@hopstaken.com)

You can get the 2011 edition of Prof. Loek Hopstakens Catalog (pdf). Just send your request to loek@hopstaken.com.
Dave Ulrich is a world famous expert on Human Resource Management. He contributed to The Future of HR Management, available in Vietnamese. The only Ulrich available. This may change after his seminar, organized by PACE on September 29. Ulrichs most recent work is The Why of Work, which he wrote with his wife Wendy. An intriguing book on what is the true meaning of work and as you may guess, its not just money. In The Why each of 7 questions starts a chapter: 1. What am I known for? (identity) 2. Where am I going? (purpose; motivation) 3. Whom do I travel with? (relationships, teams) 4. How do I build a positive work environment? (effective work culture or setting) 5. What challenges interest me? (personalizing & contributing work) 6. How do I respond to disposability and change? (growth, learning and resilience)

Great minds discuss ideas. Average minds discuss events. Small minds discuss people.
Eleanor Roosevelt

5th year, no. 4

The Dutch Vietnam Management Supporter

The Black Swan

2 months before the financial crisis took offOctober 2008I read a book called The Black Swan, by Nassim Nicholas Taleb. No, its not about the 2010 Oscar-winning movie. Its about sudden, unpredicted events that have a high impact on Life. Like 9/11, or the 2004 Tsunami. But also, the arrival of the Internet, or the success of the Harry Potter books. Afterwards, experts & scientists compete with each other to come up with the best explanationafter the fact. As if they want to make up for failing to predict these events. Why Black Swan? Until the 17th century the belief was: Everybody knows a swan is white. In other words: black swans dont exist. Then a Dutch explorer found one, close to what is now Perth, Australia. Hence, the meaning of black swan. In his book Mr. Taleb accurately predicts the financial crisis, and specifically what would happen to the banks. To him, this crisis was not a black swan. To most others it came as a total surprise. The book gives a full account of the different ways people consider whats going on. Most prefer to rely on Lifes often fictitious certainties, such as economic & demographic models that predict the future for the next 5, 20 or even 50 years. Some realize you cannot possibly predict the future, as there are many presently unknown factors that determine what will happen. A most intriguing book! Mr. Taleb re-published The Black Swan in 2010, with an extra 100+ page essay written 2 years after the financial crisis began. I decided to re-read it. Again it was a satisfying experience: my own viewpoints on some of the worlds events appear to have changed dramatically in 3 years. Is the book itself perhaps a Black Swan? To me it was. Recently I gave a brief lecture about the Black Swan at ERC Institute Vietnam for their MBA and BBA students. Interested? Let me know. (left) The new edition I found at Fahasa, HCMC.

5th year, no. 4

The Dutch Vietnam Management Supporter

The Vietnamese generations

In Public Relations the word public refers to a group of people who share a common interest with an organization. Publics can be: suppliers, media, clients, government agencies, neighbors, staff, shareholders and banks. Each public has its specific characteristics. You communicate with your suppliers differently than say, with the account manager of your bank. You have different interests. With media representatives and neighbors you also have different interests, and hence, different communications. In its corporate communications (= PR under a different name) a company may also need to know how to address different generations among its publics. Take clients, and staff. Many textbooksfrom marketing to HRM to managementuse the classification of Generations X, Y & Z. This attempt to classify age groups has its workability in the USA, Australia and Europe, as these countries share a common history & socio-cultural development. Vietnams recent history differs greatly from theirs, making this classification useless. As there is an outspoken need for classifying Vietnams generations, I have made an attempt (with help from Mr. Duy Hang): Generation A: educated before 1975 (difference between North & South Vietnam) traditionalloyalhigh qualitylowest pricesaving Generation B: educated between 19751996 traditionalloyalused to low qualitylowest priceinvesting Generation C: educated between 19962005 hybrid*disloyalbrand, quality & price consciousinternet & smsspending Generation D: currently being educated hybrid*disloyalhigh quality, low pricehype sensitive**entertainmentsms & internet(over)spending I look forward to any comments. At TEDX Mekong (see p. 7) representatives of all four Vietnamese generations were present. Thanks to the skills we call communication and language, the so-called generation gaps were virtually non-existent. * hybrid: adapting elements from foreign cultures, while remaining culturally traditional ** hype sensitive: interested in the latest brands & hi-tech gadgets

The difficulty lies not in the new ideas, but in escaping the old ones, which ramify, for those brought up as most of us have been, into every corner of our minds. John Maynard Keynes

5th year, no. 4

The Dutch Vietnam Management Supporter

The Trainer / Teachers corner

Above: Da Nang, June 2. Vietnam Airlines Managers & Supervisors from middle region airports after a seminar about customer service. The course was organized by ISM. Below: Hanoi, June 5. Students of the Paris Graduate School of ManagementThai Nguyen University MBA program, on the 4th & final day of Marketing Management. We covered Philip Kotlers works, but from an Asian and Vietnamese perspective. Not all what American sources offer appliesto Vietnam, in 2011.

5th year, no. 4

The Dutch Vietnam Management Supporter

How Vietnamese Entrepreneurs deal with hard times

The 3+ years I have been active in Vietnam were years of economic challenges. I have seen many enthusiastic entrepreneurs start a new activity, while only a handful of them became successful. Of course for those that failed, their wise guy friends (who didnt do anything) have their explanations: Its financial crisis, The market isnt ready for your product, or Youre just not the kind of entrepreneur that fits the times. What I have come to admire in Vietnamese entrepreneurship is the resilience of the entrepreneurs: they start with zest, fail, get up, wipe the dust from their shirts, and start all over again with renewed energy. They apply the hard-learned lessons, and give it another try. They dont keep mourning over past failures or dwell in their frustrations. I will not try to explain this phenomenon. It is what it is. Americans are well known for this leadership trait, or they have at least many examples to prove its power. Steve Jobs is the typical example of the business comeback kid, even though he has now resigned. This leadership trait appears to be increasingly missing in Europe. However, in the USA there are few young entrepreneurs who are as promising as the Gates & the Jobs once were. Bill is 55 now, Steve 56. Where is the Next Generation? The Facebook kid, Mark Zuckerberg? Hes smart, but not in the same league. Some argue that true leaders are born in times of crisis. In Vietnam the generations differ greatly from the generations elsewhere. No Generation X, Y or Z here (see p. 4). Among the youth there must be some geniuses-in-the-making. Lets support them to have a smooth ride to the top. Lets help them face some of the hardships of entrepreneurship in Vietnam. Such as the endless invitations to agree to bribery. And knowing that you lose your entrepreneurial liberty when you do. It takes real guts to say NO to bribery. But I believe that only when they succeed in saying no and doing no, the young Vietnamese entrepreneurs will succeed. And Vietnamese genius will flourish.
It is not the critic who counts, not the man who points out how the strong man stumbled, or where the doer of deeds could have done better. The credit belongs to the man who is actually in the arena; whose face is marred by the dust and sweat and blood; who strives valiantly; who errs and comes short again and again; who knows the great enthusiasms, the great devotions and spends himself in a worthy cause; who at the best, knows in the end the triumph of high achievement, and who, at worst, if he fails, at least fails while daring greatly; so that his place shall never be with those cold and timid souls who know neither victory nor defeat. Theodore Roosevelt

Most of the things worth doing in the world have been declared impossible before they were done. Louis D. Brandeis

5th year, no. 4

The Dutch Vietnam Management Supporter

The Speakers Corner

Ho Chi Minh City, August 18two speaking engagements. Above, after TEDX Mekong. Left to right: MC; Mr. Le Ba Thong, Mr. Francis Hung, Tuyen Le (my interpreter), LH, Madame Ton Nu Thi Ninh, Dr. Nguyen Anh Thuan, Mr. Phan Quoc Viet. Not shown: Dr. Vo Tong Xuan. Below, after a panel discussion opening the Viet Youth Entrepreneurs Boot Camp 2011. Left to right (standing): 2 VYE, Mr. Gian Tu Trung, 2 VYE, Prof. Thomas Kosnik, Mme Ton Nu Thi Ninh, Bob Wilkinson, LH, Rick Yvanovich, Mr. Le Ngoc Duy Thang. On their knees: VYE staff.

The first step towards getting somewhere is to decide that you are not going to stay where you are.
John Pierpont Morgan

5th year, no. 4

The Dutch Vietnam Management Supporter

Join The Real PR @ Royal

Public Relations: building understanding & trust between the organization and its many relations One of the most misunderstood parts of modern business management is Public Relations (PR). At worst, an organization denies its need for PR until suddenly its reputation is at stake. Company leaders sometimes think PR is just promotion, brochures and media, and therefore part of Marketing. Wrong! Often PR is claimed by Marketing, borrowing its techniques to promote the companys products and services. However, when for example, the competitor is spreading lies about your products, your marketeers will not be equipped to handle that situation. At best, PR is the unit dealing with media and organizing corporate events. The PR profession in Vietnam is rapidly catching up with the changing times: from organizing press conferences to actively using the social media to make the companys good works well known. This course addresses, amongst other things: what PR really is and isnt its role in the formulation and execution of the corporate strategy how PR helps the company build a positive image how PR handles negative press, and last-but-not-least, how PR can be used to effectively pave the way to sustained commercial success corporate & personal branding. Objectives of The Real PR course: to know the function of Public Relations in any organization and to know what happens if a company denies these functions, or worse: puts them in the hands of amateurs to know why and how to integrate Public Relations in the company strategy, and why a PR Department must have a direct communication line with the CEO / Chairman to know how to implement PR in the organization as a responsibility for each staff to learn about the various ways PR techniques are applied in companies around the world from small and local to multinational to create & maintain a favorable image to learn how to build and sustain constructive relationships with the organizations publics, from media to financiers, from clients to employees, from suppliers to officials to understand how the Public Relations Department can facilitate the Marketing, Human Resources and Finance departments. In Vietnam PR is still in its pioneering days. Major companies feel compelled to hire international PR firms to help them build a name for themselves. Its time to learn what PR really is, and how no organization who cares for its reputation can do without it. Trainer: Prof. Loek HopstakenInterpreter: Mr. Ngo Quoc Phong MBA

September 1216: The

Real PR0830-1200 am

Royal Business School186 Nguyen Thi Minh Khai, D3, HCMC Contact Miss Dang Thi Diem Quynh (quynh@royal.vn) for more information.

5th year, no. 4

The Dutch Vietnam Management Supporter

The Jury Members corner

Hanoi, August 21The Finals of 2010Discussing with Mr. Thai Quoc Minh 2011 season of VTV1s Key To Success(Director VP Capital) & Mr. Vo Tran CEO. In 4 programs 4 contestants take up Long (CEO IBM Vietnam) who will the challenge to earn the title of CEO of become CEO of the Year. the Year, with a Grand Prize of VND 125 million: Mr. Nguyen Minh Quy (Chairman & CEO of Nova Media Group) Mr. Dao Ngoc Hoang Giang (Chair -man Sao Mai Office Equipment) Mr. Dang The Tai (Branch Manager HCMC CMC Technology Group) Ms. Le Thanh Tu (CEO Jolie Siam Receptionist Service Company) For this special occasion, the Jury makes sure their questions are even sharper & harder than usual. After all, this is the final round: the 4 best out of 48 contestants have been invited. Although Hoangghia Media, the production company, will need to do some serious editing to reduce 2 or 3 hours of talk to 30 minutes of airtime, we feel afterwards that there is genuine hope that the new generation of CEOs & Managers in Vietnam will succeed in supporting the countrys further economic growth and development. Who the winner is? And who the best consultant? Youll have to wait until Wednesday November 23 to find out. Our lips are sealed. But the picture below shows that everyonecontestants, jury members and the Hoangghia Media studio staffwere happy with the result. We are ready for the next season! All shows start at 9.30 pm on VTV1. Dates & topics Series 12 Oct. 5: The Implementation Dilemma Oct. 12: Product Strategy Oct. 19: Price Strategy Oct. 26: Re-purchase Investment Date & topics Series 13: Finals Nov. 2: Partner or Competitor? Nov. 9: An Awkward Situation Nov. 16: Foreign Competitor (Retail) Nov. 23: Materials Competition All programs are re-shown the next morning at 8 am. They can also be viewed online: http://chiakhoa thanhcong.mquiz.net/vie/news/.

Real knowledge is to know the extent of ones ignorance.

Master Kong

5th year, no. 4

The Dutch Vietnam Management Supporter

10

Standing Offer + Client List + Mini Catalog

Standing Offer
A training serves its purpose when it deepens your understanding, but also increases your practical skills. There is one way to get to know my training style: by experiencing it. One way of getting this experience is to invite me to deliver a FREE LECTURE (11,5 hours) in your company. You choose the topic. For ideas, see the mini-catalog (right). Three conditions: 1. the participants (max. 40) should be able to understand English, 2. in case the distance from my home to your location or venue is >15 km, you take care of transportation 3. your company provides a lecture space, projector & screen. Interested? Drop me an email. Name the topic & the period in which it will be feasible for you & your team to attend the lecture. Then we can start scheduling. For contact information, see page 11.

MINI CATALOG
Overview of Prof. Loeks services WORKSHOPS A workshop is a 2-4 day group activity with a defined purpose, where theory, practical exercise and exchange of experiences are the main ingredients. Areas: HRM, PR, Communication, and Management.

List of Hopstaken Clients & Associates

In Vietnam: a.o. Tan Thuan IPC (HCMC) HCMC University of Technology RMIT (HCMC campus) Royal Business School (public courses) Vietnam Airlines (RBS; ISM) Vietnam Singapore I.P. (SPECTRA) Petronas Vung Tau (SPECTRA) Nike (Tae Kwang Vina) (SPECTRA) Le & Associates NutriWay Vietnam Training House Vietnam (Sacombank) Ministry of Labour, I. & S.A. (RBS) SONY Vietnam (RBS) CapitaLand Vietnam PACE Education (public courses) Dalat Hasfarm (Agrivina) Hoanggia Media Group Fresh Green Earth Unique Design ERC Institute Vietnam Institute for Finance & Management Schoeller Bleckmann Vietnam De Heus Vietnam Centre for Tropical Medicine In The Netherlands, a.o. ING Bank Philips Heineken Yamaha Voerman International Damen Shipyards business field Industrial development Master of BA program Bach. Commun. program Courses & seminars International airline Industrial park Chemical factory Shoe factory Training & consultancy Animal food Training & consultancy Civil Servants Consumer electronics Real estate Seminars & courses Pot plants, cut flowers Key to Success TV Show Hi-tech agriculture Interior Design Management education Training courses Oilfield Equipment Animal food Clinical research Financial services Electronics Brewery Musical instruments International relocations Ship repair wharfs

Team Engineering Interpersonal Communication Commercial Communication Public Relations Presentation Skills Organizational Design Cross-cultural Communication Time Management / Efficiency Recruitment Skills

CONSULTING Consulting is any specified expert activity to help solve a defined problem. This can take the form of coaching, but also, conducting a research. By definition, it is tailor made. Areas: HRM, Strategy, PR.

Personal Coach Business Coach Moderator Mediation Executive Selection In- & External Surveys (360 Feedback)

SEMINARS A seminar is a 3-4 hour interactive transference of core know-how, including practical assignments.

People Management Emotions in the Workplace Strategic Thinking Business Ethics The Allround Manager The Allround Communicator The Soft Skills Program

Investments (ex. 10% VAT / 25% PIT) Workshops: US$ 1,200 per team/day. Consulting / Coaching: US$ 90125 per hour. Seminars: US$ 550 850 per seminar (except the Allround programs). Lecture: US$ 250 per lecture. Train the Trainer: US$ 1,200 per day. Prices may change due to inflation. Contact me for longterm agreements: loek@hopstaken.com

5th year, no. 4

The Dutch Vietnam Management Supporter

11

The DVM Supporter is published by Loek Hopstaken. Email: loek@hopstaken.com or loek.hopstaken@gmail.com Mobile: 090 888 9450 Assistant: Ms. Vo Ngoc Lien Huong Email: jane.hopstaken@gmail.com Mobile: 090 888 9451 Website: www.hopstaken.com Loek Hopstakens company in The Netherlands: Hopstaken Bedrijfsadvies Gouden Leeuw 628 1103 KN Amsterdam ZO. Website: www.hopstaken.com

Some say the Who is Loek Hopstaken? 1951: born in Haarlem, The Netherlands world needs 1971-1972: travels: Europe & Asia 1972-1975: Amsterdam City University specialists. I 1976-1977: travels: North & South America 1977-1993: career in banking: NCB, say, it needs Postgiro, Postbank, NMB Postbank Group, generalists with ING Group, ING Bank 1979-1982: Business Administr. studies 1983-1988: Project Manager an overview.
Dave Ulrich will speak in HCMC September 29. Contact PACE for more information. See also p. 2.

According to studies, we all work for the same thingand its not just money. Its meaning. Through our work, we seek a sense of purpose, contribution, connection, value, and hope. When we achieve meaning through our work, we succeed beyond our wildest dreams. Dave Ulrich (The Why of Work) Full CV: mail loek@hopstaken.com

privatization process Postgiro to Postbank (field: P&O / HRM) 1989: Project Manager formation NMB Postbank Group & ING Group 1989-1993: PM PR; TQM 1991: founding Hopstaken Bedrijfsadvies 1991-present time: career in training and consultancy, coaching & mediation 1993: left ING Bank 1996-2000: Dutch business club MC 2003-2008: combining training & consultancy with teaching at international business schools (BBAMBA) 2005 + 2007: Professor appointments 2007-2008: visits to Vietnam: lecturing, consulting, surveying, delivering courses, workshops & seminars at universities November 2008: establishment in HCMC 2008-present time: delivering lectures, seminars, coaching, workshops & training courses, mediation; overseas business trips 2010: Examiner VTV1 Key to Success Show 2011: Chairman Advisory Board ERC Inst. http://www.linkedin.com/in/loekhopstaken