Conversation with a Grab Driver

Conversation with a Grab Driver

interviews
Philip is 43 years old, a single parent taking care of 2 kids studying in grade school. He has been a Grab driver for 1.5 years. Previously, he was an Uber driver for 6 months, but decided to be accredited by Uber and Grab simultaneously. According to Philip, Uber had a lot more customers even if they charged a 25% commission as compared to Grab’s 20%, but more drivers transferred when Uber was suspended for a month starting August 15, 2017 for defying LTFRB’s order to stop accrediting more drivers, affecting some 66,000 Uber drivers. On average, Philip receives P17,000 a week in fare, but he needs to pay P6,000 in ‘boundary fee’ to the vehicle owner per week; allocate P3,400 to Grab for their 20% commission, which is automatically…
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Conversation with an Occasional Churchgoer by Josiah Go

Conversation with an Occasional Churchgoer by Josiah Go

Articles
I was finishing writing my book, “Principles and Practices in Marketing” when I encountered disturbing data about the unreligious. Hence, I decided to have a conversation with a 32-year old software programmer about his being unchurched. He refers to himself as an incidental churchgoer, going along with family before a reunion, or when he has to attend weddings. “I am an introvert and does not really like hanging around people often” said the software programmer. “But I pray every night before sleep”, assuring me he believes in God but does not think much about going to mass from his previous experience. I asked the software programmer what he did not like about attending mass, then I asked his wish list if any, as well as if there is anything he…
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Conversation with Safeguard Users by Josiah Go

Conversation with Safeguard Users by Josiah Go

Conversation Series
Last May 5-6, 2017, Rex Book Store organized a seminar allowing me to help a group of marketing professors from 5 schools improve their mastery on marketing strategy. In our session on assembling value proposition, I used Safeguard, the dominant brand of germicidal soap in the Philippines, as an example and asked users of Safeguard to comment about their usage experience. I am sharing their comments below: Dislikes: When asked what they did not like about Safeguard, they shared the following openly: 1. 'Dries your skin' 2. 'Di mabango, specially 'pag tumatagal' (doesn't smell good, especially when used for a long time) 3. 'Matapang' (chemicals are too strong) 4. 'Madaling matunaw yun white variant' (the white variant melts easily) 5. 'Tumitigas pag di nagagamit' (hardens when not continuously used) Wish…
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Conversation with a Spa Therapist by Josiah Go

Conversation with a Spa Therapist by Josiah Go

Conversation Series
I started a new section in my blog, 'Conversation' series where I interview on-the-street people regarding their work and personal thoughts. There are reflection questions at the end of each article for the readers to chew on for individual learning. For my first interview, I talked to an Uber driver-entrepreneur on my way to the airport in Boston last April 6, 2017. In this second conversation series, I was inspired to Interview a spa therapist after I watched a few episodes of the Netflix series 'The Client List' which featured actress Jessica Love Hewitt as a masseur who kept her tip money in a plastic container inside the refrigerator. I visit different spas to get foot massage quite often, usually immediately after a training session where I get some rest…
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Conversation with an Uber Entrepreneur By Josiah Go

Conversation with an Uber Entrepreneur By Josiah Go

Conversation Series
I attended various courses at MIT Sloan and Harvard in Boston last March 22-April 6, 2017. My sister-in-law Wally, who lives in North Quincy, was generous to host me again while I was there. I would take the red line subway daily from North Quincy to Kendal for MIT and the Harvard stop as well. In between Wally's house and the MBTA subway station, I would take Uber. Years before, when I was completing my executive certificate series at MIT, I would walk one mile from Wally's house to the subway station and back. Since the weather was freezing cold, even raining on some days, Uber became a very convenient choice, hence, a change in my routine. On my way home, McDonald's and Panera are both near the subway, and…
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Synthesize To Get Big Ideas by Josiah Go

Synthesize To Get Big Ideas by Josiah Go

Articles
Some people take too much time thinking about what to do that they almost always end up not doing anything. That’s what we call analysis paralysis. By the time they are done with data gathering and analysis, the opportunity may have been exploited or pre-empted by others and they will no longer be able to take advantage of opportunities. What is needed is a quick synthesis rather than a detailed analysis. Analysis is breaking up the whole into parts, including coming up with solutions to problems defined in scenario planning, while synthesis is assembling important facts together to come up with something new, or to offer new possibilities. Begin with yourself. Ask yourself what problems or irritants do you have? Can these be converted into a business opportunity? In hospital…
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The Breeze Good Experiment by Josiah Go

Articles
There was a viral video of the Breeze detergent experiment showing mothers’ reactions upon seeing their children all dirty and muddy after school. As expected, most of the moms were shocked, surprised, maybe even annoyed as they asked questions that seemed to assume the worst about their children’s behavior: “What did you do (this time)? / Where did you play again?’ or said statements like 'I don't like you dirty', or 'You will wash your dirty shirt yourself'. Then, the moms had a change of heart when the school played a congratulatory video presenting their kids as 'Student of the Day'. The hidden cameras showed their kids helping an old man (school gardener) bring some plants and pots to a nearby location after the wheelbarrow he was pushing on a…
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Q&A with Buensalido PR Digital Head Monique Buensalido on Digital Marketing

Q&A with Buensalido PR Digital Head Monique Buensalido on Digital Marketing

interviews, Q&A
Q1: What is it like working in the PR company started by your mother? What is the succession planning like in your company? A: It's been great to finally watch my mother in action! She was one of the pioneers of public relations in the country, and it's amazing to see her sharp intuition, incredible vision, and fortitude come to life in her work. In terms of succession planning, she was always mindful to set up a strong a leadership team who could take over from her, comprised of our Accounts (now Managing) Director and Creative Director. She trained both personally and continues to work with very closely. I came on board as Digital Communications Director only last year to help build new skills and capabilities for the company. Buensalido…
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Q&A with Mansmith Training Group CEO Chiqui Escareal-Go on Advocacy and Doing Good by Entrepreneur Magazine

Q&A with Mansmith Training Group CEO Chiqui Escareal-Go on Advocacy and Doing Good by Entrepreneur Magazine

interviews, Q&A
Q1: You have been with Mansmith for over 10 years, what was Mansmith like before and after you took over? A: Back when it was founded in 1990, Mansmith was inspired by a simple passion for learning – i.e., learning beyond textbooks, learning from experts, learning about what matters in business, among others. There was an opportunity for a training company to concentrate in the area of marketing and sales which was sort of against the grain that time, as all other training companies were offering all sorts of courses without specialization - like journalism and creative writing, credit and collection, together with marketing and sales. Executive education was not popular then as companies saw training as a cost rather than as an investment. It was important to focus on…
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Q&A with Research Guru Poch Cid on Consumer Decision Journey

Q&A with Research Guru Poch Cid on Consumer Decision Journey

interviews, Q&A
Q1: What has changed in how consumers select products or services and what does this mean to marketers? A: Consumers are now much more able to get information on a brand that is not necessarily what the brand owner wants to say about it. Consumers are much more able to share their experiences on a brand, good or bad, and get an audience far larger than ever before. Consumers are increasingly able to find products or services in channels that are new and more convenient, which is on-line. All this is a result of the internet making all that information available and easy to generate and find. And all these empower the consumer to make their own decisions in ways not seen a few years ago. Marketers need to understand…
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