The Business of Beauty: Every time is a good time

By Dr. Rosalinda Ang-Hortaleza, HBC Inc., Chairman and CEO

The Storm Ahead: When Everybody says 2009 is a Doom Year

Last December 10 in Mandarin Hotel, during my eldest daughter's awarding as a Kotler Certified Marketing Professional, sitting and listening to the European Chamber of Commerce's HR Survey of 2009's economic outlook, 3 viewpoints were presented to us - that of a pessimist, a realist and an optimist.

The results of the qualitative discussion revealed that the overall mood is bordering between "wait and see" the positive outlook, considering the resiliency of the Filipinos. It was at this point that I began to smile because I knew that the balance between optimism and realism was secret of our success.

Why it pays to Be Optimistic: I have been through worst times

The year was 1985 and the country was in transition politically and going through a tough time - the economy was in a tailspin and foreign investors were leaving the country. Business prospects were likewise dim … to me, what is happening right now is like a Business Deva ju … and yet this same economic climate was the cradle that nurtured our group of companies - World Partners, Splash and HBC, which I fondly call a collective term named WSH, to where it is right now, multibillion companies and major players in their respective industries.

Yes, I know, the situation right now is different - the crisis is global, and our country, heavily dependent on exports and remittances of our OFWs will be having a harder time. To this, I answer a Chinese maxim that my father used during our humble beginnings:

"We see crisis as the Chinese did: a time of great danger and a time of great opportunity."

It is this same positive mindset that I impart to my team. My leadership instinct moves me to reassure my people that what looms before us, like all storms - will pass, and what happen right now is only temporary.

After all, Hope is all that you have when you are surrounded by darkness and frightening thunder. Hope is free, often understated, yet very powerful in strengthening employee morale to produce more, through a crisis. And so when there is a "brownout" due to a storm, it always helps to light a candle in the darkness.

Never Cross the sea when you are not Ready: Think Optimistic, Plan Realistic

When you know a storm is brewing, you prepare flashlights, canned goods, battery operated radios and candles. It is also a time to read a good book, gather together as one family to catch up and tell stories.

The same is with your business. You stay positive that the storm will pass but you stay grounded and realistic in execution by foregoing on the unnecessary and sticking to the basics. Logistics are prepared for realistic projections or in our business planning scenarios - the good - better - best scheme.

Overall expenses are spent for conservatively good scenarios, supply forecast are for better while targets are communicated to sales at best scenarios. This way, the organization stay positive but does not waste according to sale demand.

It is easy to get lost with a myriad of things to do during a crisis. Strategies are reviewed, so many activities are outlined and it seems that your managers easily get lost in all the activities.

I make it a point that my people focus on their major Key Result Area and that each area has a specific Key Performance Indicator to help us reach our goals. Also, it helps to always remind your team leaders of the Company's Vision – and your reason for existence.

Refreshing each other with reminders of your BRAND identity will help avoid unnecessary reactions to competition that will only be waste of your company's money.

Come to think of it, the blue ocean strategy that we are currently employing which is finding an uncontested area - a sustainable oil field which for HBC is the total exclusive experience offer, is very relevant in this time and age. This will help us find our own market, without directly hitting competition head on which can be really expensive especially in a crisis.

We have recently launched our "Tatak Exclusibo" 5 points because I greatly feel that when all the others are cutting ad budgets, the more that we should be visible to increase our share of voice. This will make us the preferred brand of choice once the dark skies clear and consumers start to gain confidence to spend more.

Through it all, I have personally crafted HBC's own leadership brand: our 7 Star Guiding principles that should serve as beacon of light wherever we feel lost or confused: Speed, Simplicity, Self-Confidence, Straightforwardness, Selflessness, Stewardship and Servanthood is emulating Jesus as leader who sacrifices himself for his people.

These are the personal leadership attributes, when combined with our core values will steer our ship to success, and maybe our country to success.

This month, HBC is celebrating it's 16th Year Anniversary. And looking back through those years, I am confident that based on my experience, it helps to focus on the silver lining of the clouds. After all, when the storm calms, there is always a promise of a rainbow - and I believe that there is no other time to get beautiful but now.