The Dutch Vietnam Management Supporter

Behind famous brands

It has become the buzz word of the 21st century: branding. We are all able to call out many famous brand names. We try to figure out how to turn our own product or service into a famous brand. Because we believe that once our brand is famous, rivers of gold will flow our way. Yet, there is no recipe for brand fame. Market behaviour is hard to predict. Building a successful brand depends on many factors. The market can be a casino: you may invest a ton of money in promotion, but waste it. Or: your brand becomes a success. What is your brand? Is this marketing, a Tipping Point effect*), or just luck? Many hope & wait for the day they are lucky. If its all a matter of luck, why invest? Just realize that the people behind those successful brands apply the law of demand & supply. They invest in thorough market research, PR, promotion, and in people: only educated professionals recognize & seize opportunities. They dont wait & hope for luck, they prepare for success!
*) Read Malcolm Gladwells book The Tipping Point
Prof. Loek Hopstaken Email: loek@hopstaken.com Mobile: 090 888 9450

6th year, no. 2 March 25, 2012

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:
Branding Czar Peter the Great The Ideal Match Learning is a Life Skill Investment in MBA At the HOSE Finders, keepers Amsterdam Hopstaken Services Contact information 1 2 3 4 5 6 7 8 9 10

A mans reach should exceed his grasp.

Robert Browning

But watch out ...

A person is inclined to grow to a level beyond his competence.

The Peter Principle

So, explore your boundaries! Learn!

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The Dutch Vietnam Management Supporter

Amsterdam, March 25, 2012 Winter in Holland is gone, yet its too early for real spring & tulips. I have been in my home country for a few weeks. To meet family & friends, for business, and to deliver a Master Class at Wittenborg University. Subject: The Phenomena of Black Swans. The building (left) is near the old Port of Amsterdam. The text reads: The cost comes before the profit. Investments made the city rich. But not only its citizens. Russian Czar Peter the Great (1672-1725) invested in learning. He studied in Amsterdam & lived with a Dutch family. After his studies Czar Peter founded the city of St. Petersburg and made Russia leap forward. He knew it: learning is investing in future. Loek Hopstaken

The 2012 edition of my catalog (pdf) will be yours after sending a request to loek@hopstaken.com.
Major activities in April & May: In-company training programs: - Allround Manager pts. 10-11-12 - Management Development program pt. 3 Public courses (Royal Business School): - Recruitment & Career Start - Career Planning & Training See page 7 Television (Hoanggia Media Group): - Recording Key to Success shows
You & I have this thinking process in common: problem analysis idea / solution Tip: when persuading someone to accept your idea, summarize your thinking processin sequence. If you dont, he/she will not understand and resist it. If you do, you enable the other person to follow your reasoning, and possibly, to accept your idea.

Dont be trapped by dogma.

Steve Jobs

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The Dutch Vietnam Management Supporter

Do your recruits meet your expectations?

We are constantly searching perfection. Even when we realize this is unattainable, we still keep dreaming about it. When we think we have found it, we embrace ituntil we wake up, admitting this is not quite it. Perfectionism is a trap. While this is true for a wide range of thingsfrom cars to weatherit also applies to employers and staff. Employers seek the perfect staff, staff is looking for the perfect employer. So, how do we match these two? Recruitment Tip: Never hire a Know Best. This persons confidence is based on the fixed idea that there is nothing more to learn. If you hire, youll import a future disaster!

The Ideal Match

Recruitment Tip: During a job interview many applicants wear a mask. It is the recruiters duty to look behind this mask. How? Dont ask What if questions. Ask for real life experiences!

personal wishes

IDEAL MATCH

personal skills

organizational needs
Hopstaken for Royal Business School 13

Personal wishes: what a person wants in terms of an ideal job. Personal skills: what a person is able to accomplish: competences, talents, skills. Organizational needs: what an employer needs to realize the corporate goals and strategy. Recruitment is a constant search for the Ideal Match. All you canand mustdo, is a. Clearly define the needs of your organization, focusing on the desired results (full job description, including the required competences, talents & skills). b. Find out what the applicant is looking for: usually much more than a well paid job. c. Have tools to check if the applicant has the required competences, talents & skills. In the field of recruitment there are no certainties. But you can get very close to find the Ideal Match. Many young job seekers seem to fly from one job to the next, each time hoping to find the Ideal Match. Just like most employers hope to provide the runway where their Ideal Match can safely touch downto stay, and contribute to their companys success.

Success in any business is: 85% ability to relate to other people and attitude (soft skills), and only 15% job knowledge & technical skills.
Dale Carnegie

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The Dutch Vietnam Management Supporter

Learning: a life skill

Have you ever tried to teach someone who thinks he knows everything? If you have, you may have said to yourself: This guy will never learn anything. Its sad to meet a person who exhibits this fixed idea, only to keep himself from learning anything new. While lifes constant changes demand a professional learning attitude, this know-best will fall behind. It is said that babies are the fastest learners. Having no fixed ideas, they observe and absorb whatever they can, picking up bits & pieces of life: language, social skills, and so on. A few years later, some children apparently wake up one day and decide they know everything. Others start to doubt their abilities, and become uncertain. Like too much praise and lack of guidance can create false confidence, too much criticism or push beyond a childs intellectual boundaries will result in self-doubt. In both cases, learning slows down. Many know-best kids get into trouble at school, at home, and later at work. Until one day they realize they a. dont know everything; b. as a result, are less confident; c. feel a strong need to change; d. decide to restore confidence. How? By learning. However, by now they have lost the fast-learning On-the-job training: an all-in learning experience ability they had when they were babies. So how do we learn? First, you need to open your mind. Practice taking different viewpoints. You need a purpose: Why am I doing this? And, tools: How do I ensure understanding & application? How do I avoid learning traps? How do I discipline myself?
Learners have personal preferences. Some are auditory: you may prefer to listen & to try to understand. Or you are visual: you want pictures or text to support your understanding. Or you prefer kinesthetic: you like action, cannot sit for a long time. Which is why teachers use different techniques to get their knowledge & know-how across to their students. Which is why some fall asleep during a lecture, while others have no problem paying attention (auditory). Which is why PowerPoint is popular (visual). Which is why teachers must be energetic, and why so many Vietnamese like to play games (kinesthetic). Note: babies like all three!

Learning is a skill. We need lots of knowledge & know-how to have a good job & create a good life. Learning is a life-skill. We need practical know-how to make our learning effort successful. So, learn how to learn! If you want to learn how to learn, contact me.

You hear & you forget. You see & you remember. You do & you understand.
Attributed to Master Kong

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The Dutch Vietnam Management Supporter

Is MBA a sound investment?

MBA: the most sought-after degree. By those who want to have a career and by those who need highly educated personnel. It is unknown how many MBA certificates are issued around the world every year. I wouldnt be surprised if its tens of thousands (real AND fake). Meanwhile, only those that carry the logo of a famous business school (like Harvard, Wharton, INSEAD) are the ones that are most in demand by leading multinational companies. On Top MBA you can explore the possibilities, but also the reality of MBA. In short, the investment in a top MBA program like London Business School will be earned back in say, 23 years with the salary the MBA student can expect after graduation. MBA opens the door to an international career. That is, a real MBA: an all-English program. As the current crisis affects some countries more than others, the entrepreneurial MBA graduate may find a challenging job in less affected areas. In Asia: United Arab Emirates (UAE), in South America: Brazil and in Africa: South Africa there are job markets for MBA alumni. Top MBA programs cost, according to Top MBA, a fortune: US$ 50,000100,000. MBA in Vietnam? US$ 5,0008,000 How about Vietnam? MBA in Vietnam cannot be compared to the programs promoted on Top MBA. It promotes genuine MBA programs, but none in Vietnam. To run a genuine MBA program in Vietnam is not easy. One of the problems: to graduate as a genuine MBA, you need to conduct a research project in a real business environment, resulting in a thesis that contributes to that same business. Due to the oft non-transparency of Vietnamese organizations, students have a hard time collecting factual data necessary to complete the project. For CEO-level MBAs this is a lot easier than those who work on level 2 or lower. Another issue is the fact that MBA course materials lack Vietnamese business cases. Or at least, business cases from SouthEast Asian origin. True: these are very hard to get. This is why I keep recommending to asianize & vietnamize MBA programs. The cases we use for Key to Success are interesting, but lack data & crucial information to function as full MBA business cases. Yet, they are genuine Vietnamese business cases, and in that sense a good start. Last but not least: without soft skills, anyone is powerless. Also MBA graduates. See also Mr. Quoc Khanhs interview with me on FBNC: http://tinyurl.com/76cx6e5.

The problem with the world is that the intelligent people are full of doubts, while the stupid ones are full of confidence.
Charles Bukowski

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The Dutch Vietnam Management Supporter

MBA @ Ho Chi Minh Stock Exchange (HOSE)

Early March a group of MBA students from South New Hampshire University (USA) & their Professor Blent Aybar visited Ho Chi Minh City. Hosted by Mr. Vu & Ms. Thuy of HOSE, Prof. John Behzad informed them about the young history of Vietnams stock markets. Afterwards we conducted a Q&A session about the odds & ends surrounding business development in Vietnam. Its important for MBA students to be on location wherever they can. Visits to companies and business spots should always be

part of the curriculum. In fact, anyone who studies business should take a look at business from the inside. Like students at ERC, who make excursions to the Mercedes Benz plant in HCMC (Go Vap), or to Sacombank. So much to learn from real life! So much better than books & powerpoints!

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The Dutch Vietnam Management Supporter

Talents: finders, keepers

This year I deliver four HRM evening courses at Royal Business school. Three have been delivered before, but have been revised; one is new. A few notes about the first two: Recruitment & Career StartApril 1620 Hiring new staff is a time & money consuming affair. You could say that HR assists in purchasing labour and focuses on realizing the best match between the need for labour and a person who can fill this need. This course covers all the steps from preparing recruitment to the first performance appraisal of the new staff at the end of the probation period. Besides effective recruitment toolsmany new to Vietnamyou learn how to make your new recruit productive from Day One. The English say: The proof of the pudding is in the eating. In other words, you may think you have found a real talent, but the real test is positive results! So, all about on-the-job-training, mentoring & job coaching. As this course enables the student to operate with certainty in both parts of the recruitment processbefore AND after Day Oneits return on training investment (ROTI) comes fast. Career Planning & Training May 2125 Why does a productive staff leave your company? Is it just the money? Or ... what? What could you have done to keep her / him? Keeping productive & talented staff is often a challenge. Replacement of a talented staff member is all too often a very expensive & time-consuming affair. Two new topics in this course are Talent Management, and Management Development. How to plan careers, how to make an individual development plan (IDP), how to develop training programs. Many practical tools & insights will support the learner to become an expert in talent retainment. Are you a CEO? Then these courses are fit for YOU! In 2012 Royal Business School will start its MBA program, in collaboration with Da Nang University & St. John International University (based in USA & Italy). For information about the schedule, visit www.royal.vn and www.mba.org.vn.

Your attitude, not your aptitude,will determine your altitude.

Zig Ziglar

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The Dutch Vietnam Management Supporter

Amsterdam will always be Amsterdam

For several decades, many cities in Europe have been investing in preservation of their past. In some cases this means: rebuilding the entire old city. This was the case with Ypres (Belgium) and Arras (France), both wiped out by the mad dogs of war. When you visit these cities, you will discover that their old medieval centres have been completely rebuilt. Amsterdam never fell prey to the dogs of war. What you see are the original, yet renovated buildings. A local foundation, funded by citizens & supported by a few local construction companies, restores & renovates old houses & buildings. Hundreds! Result: Amsterdam can more & more exhibit its cultural & historical identity, while attracting tourists from all over the world.
Photo: the 17th century West Church is close to the house where Anne Frank & her family lived. Inside the church are graves of famous Amsterdammers, like the painter Rembrandt & cartographer Blaeu. (No, the house on the right is not collapsing. My camera struggled with the perspective.)

Amsterdam will always be Amsterdam. As Saigon is the motorbike capital of the world, Amsterdam is its bicycle capital. Right: the 3-deck bicycle parking lot. If you dont want to pay the parking fee, park your bicycle along the bridge railing. Messy? Yes, but thats typical Amsterdam. When you ever visit my home town, rent a bike and drive around. Youll discover a well-conserved, yet modern city. What do you think: Will Saigon always be Saigon? Or will it be Sai-gone, one day?

Until lions have their historians, tales of the hunt shall always glorify the hunters. African proverb

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The Dutch Vietnam Management Supporter

Major Services + Client List + Mini Catalog

Loek Hopstakens 5 major services
The following services are in high demand: 1. Management Development programspurpose: to train managers to qualify for higher positions, to develop soft skills, and to increase their value to their organizations 2. Seminars & Lectures in the fields of Human Resource Management, Leadership, Strategy, Public Relations and Business Communications 3. Business courses: HRM; Efficiency; Presentation Skills 4. Personal Coaching of entrepreneurs 5. Business Consultancy (Management & Leadership; HRM; PR; Strategy; internal communications)

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 Clients & Associates

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

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 (such as 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$ 100 / hour. Seminars: US$ 550 850 per seminar (except for 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 cooperation: loek@hopstaken.com

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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
Profile: http://www.linkedin.com/in/loekhopstaken

Who is Loek Hopstaken?

1951: born in Haarlem, The Netherlands 1971-1972: travels: Europe & Asia 1972-1975: Amsterdam City University 1976-1977: travels: North & South America 1977-1993: career in banking: NCB, Postgiro, Postbank, NMB Postbank Group, ING Group, ING Bank 1979-1982: Business Administr. studies 1983-1988: Project Manager privatization process Postgiro to Postbank (field: P&O / HRM) 1989-1993: Project Manager merger Postbank & NMB Bank, & later, ING Group (fields: PR, Marketing, Total Quality Management 1991: founding Hopstaken Bedrijfsadvies 1991-present time: career in training and consultancy, coaching & mediation 1993: left ING Bank 1996-2000: Business Club MC (50 meetings) 2003-present time: 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 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.

Great companies are like classic architecture: by sheer purpose & style they survive & impress.

Life is potentially a big empty hole, and there are few more satisfying ways of filling it than by striving for and achieving excellence.
Thomas Szasz

Full CV: mail loek@hopstaken.com