Episode 17 | The New Finance Minister's 'Cowboy Style', Whoosh's 118T Debt, and the Aqua 'Groundwater' Crisis

'Cowboy' vs. 'Feminine' Style: Analyzing Finance Minister Purbaya's Political Communication

The team discusses the change in communication style of the new Finance Minister, Pak Purbaya, which heavily contrasts with his predecessor, Ibu Sri Mulyani. His style is described as "straightforward," "blunt," and "cowboy style," focusing on transparency, such as openly mentioning the 600 trillion fund in BI.

However, there are critical notes:

• Accountability vs. Transparency: Sofan argues that transparency (talking) must be followed by accountability (proven results), which remains to be seen. There are concerns that this style could lead to "blaming OTK" (Unknown People) for economic issues.

• Masculine/Feminine Theory: Stef applies intercultural communication theory, categorizing Ibu Sri Mulyani's style as "feminine" (communicating to maintain relationships), while Pak Purbaya's style is "masculine" (communicating to solve problems/get things done).

• Hype Warning: Mercy reminds the team that the new style creates "hype," and "hype cannot be owned, only leased." Accountability will determine if this hype lasts.

2. Civilization Narrative vs. Debt Reality: Dissecting the KCIC 'Whoosh' 118T Issue

The discussion shifts to the KCIC "Whoosh" issue and its 118 trillion debt. This is a classic narrative clash: pride vs. crisis.

• Civilization Argument: Awi analogizes "Whoosh" to the construction of Borobudur by the Sailendra Dynasty. It is a project of "civilization" and "legacy" that cannot be purely measured by profit and loss.

• Economic & Governance Argument: Sofan counters that the project is "unprofitable" and costs ballooned (3-4 times more expensive than projects in other countries) because Indonesia was late in building, making land acquisition costs very high.

• BOT Solution: Instead of burdening the state, Sofan proposes a BOT (Build, Operate, Transfer) concession solution to the private sector (likely China) to continue the project to Surabaya without using state money.

• Root Problem: Mercy highlights that the main issue isn't the debt itself, but the non-transparent decision-making process when shifting from the Japanese to the Chinese proposal, a mistake to be avoided in the future.

3. The 'Groundwater' Crisis: The Importance of 'Onsite' PR in the Aqua Case

The third topic is the PR crisis faced by Aqua. This was triggered by a viral video of an inspection (sidak) by a public official (KDM).

• Crisis Moment: In the video, a factory worker—who was clearly not media-trained—gave a literal answer to a tricky question. This created the framing that Aqua uses "groundwater," not "mountain spring water."

• Domino Effect: This crisis was quickly linked by NGOs and local communities to a landslide incident in the area. Netizens even created a new sarcastic tagline: "Aqua Air Tanah."

• PR Lesson: The hosts agree this is purely a communication problem. The incident shows the importance of having media-trained PR personnel "onsite." A ready PR practitioner can "bridge" the conversation, shifting focus from a tricky technical question to the company's commitment to the community and environment.

4. Why Apple is Unbeatable (Despite Losing on Specs)

Finally, the team discusses the phenomenon of the Apple iPhone 17 launch.

• The Apple Paradox: Every year, the iPhone is criticized (e.g., "scratch gate") and is technically "on paper" beaten by competitors. For example, Xiaomi now intentionally jumps to the 17 series and offers better specs, such as a 7,500 mAh battery vs. Apple's 5,000 mAh.

• Apple's PR Strategy: Even so, the public excitement and sales for Apple never drop. Their PR strategy is: "You handle it by not handling it." They never respond to comparisons.

• Selling Meaning: Apple doesn't sell hardware; they sell "user experience," "prestige," and the ecosystem. As Sofan concludes, "Imitation is the sincerest form of flattery."

Special Report from SXSW Sydney: AI & Neuromarketing

The episode closes with an "encore" session featuring Jessica, recently returned from South by Southwest (SXSW) Sydney. Jessica shares two main insights:

• AI & Data Security: We must be wise when using AI. AI has weaknesses (it can be biased, leak data, or "hallucinate"). The most important advice: never input personal or client data into public AI.

• Neuromarketing: This is the future of marketing that combines psychology and brain science. The "sweet spot" for brands is finding a balance between the "Mere Exposure Effect" (the more often the audience sees your brand, the more they trust it) and "Novelty Detection" (audiences need something new to stay interested).

Watch/Listen to the Full Episode for More Insights

This transcript is only a summary. To hear the full discussion about why Sofan decided to buy his first iPhone and why Adwi compares himself to "Aquaman," watch the complete episode.

TIMESTAMPS:

(Note: Timestamps are based on the transcript file)

• 00:46 - Topic 1: Pak Purbaya, New Finance Minister

• 01:28 - Analysis: Simpler, more open language

• 02:06 - Analysis: Transparency (600T fund in BI)

• 02:35 - Analysis: Awaiting Accountability, not just transparency

• 04:07 - Analysis: Starting to "attack" Regional Governments, an indication of internal communication issues

• 05:06 - Analysis: Starting to "blame OTK" (Unknown People)

• 06:06 - Analysis: "Straightforward," "blunt," "cowboy" style

• 09:14 - Analysis: Strategy to fill "big shoes to fill" (Sri Mulyani)

• 09:52 - Analysis: "Hype cannot be owned, only leased"

• 11:17 - Theory: Intercultural Communication (Masculine vs. Feminine style)

• 13:35 - Topic 2: "Whoosh" Fast Train & 118T Debt

• 14:03 - Analogy: Borobudur and the Sailendra Dynasty

• 15:31 - Analysis: This is about "Civilization" and "Legacy"

• 17:52 - Criticism: Why doesn't America have a fast train? "It's unprofitable"

• 19:00 - Analysis: This is a "symbol of progress" & social function, not business

• 19:25 - Analysis: High cost because Indonesia was late in building (land cost)

• 22:56 - Solution: Take over debt or BOT (Build, Operate, Transfer) to Surabaya

• 26:52 - Criticism: The root problem is the decision-making process (Japan vs. China)

• 29:40 - Topic 3: Aqua "Groundwater" Crisis

• 30:13 - Chronology: Inspection by KDM and viral video

• 30:32 - Analysis: Interviewed worker was not media-trained

• 31:07 - Analysis: Framed as "groundwater" vs. "mountain spring water"

• 33:00 - Impact: Linked to landslides, NGOs speak up

• 33:52 - Lesson: Importance of "onsite" PR

• 37:44 - Research: Aqua's slogan never actually claimed "water from the mountain," but "pure"

• 39:00 - Topic 4: Apple iPhone 17 Launch

• 39:13 - Phenomenon: Criticized ("Scratch gate") but still sells well

• 41:22 - Competition: Xiaomi imitates (skips to 17) and offers better specs

• 43:21 - Analysis: Apple is always beaten "on paper" for the last 10 years

• 43:46 - Analysis: The battle is in "User Experience," not hardware

• 45:31 - Apple's PR Strategy: "You handle it by not handling it"

• 46:13 - Quote: "Imitation is the sincerest form of flattery"

• 48:13 - Encore Session: Jessica's Report from SXSW Sydney

• 49:24 - AI Insight: Data Security, AI weaknesses (bias, hallucination)

• 52:25 - Neuromarketing Insight: Explaining the concept

• 54:07 - Theory: Novelty Detection vs. Mere Exposure Effect

Brands/people Mentioned in This Episode:

• People

  • Pak Purbaya (Finance Minister)

  • Ibu Sri Mulyani: @smindrawati (Instagram)

  • Pak Prabowo

  • Pak Jokowi: @jokowi (Instagram)

  • Samara Tungga (Sailendra Dynasty)

  • KDM (West Java Governor) (Assumed Dedi Mulyadi): @dedimulyadi71 (Instagram)

  • Jessica: @fessicajelicia (Instagram)

  • Mercy, Stef, Sofan, Awi, Chris

• Brands & Companies

  • Proxemics: @proxemicspodcast (Instagram)

  • Ministry of Finance (Kemenkeu)

  • Bank Indonesia (BI)

  • KCIC (Whoosh)

  • KAI (Kereta Api Indonesia)

  • Aqua (Danone)

  • Ministry of Public Works and Housing (PUPR)

  • Ministry of Energy and Mineral Resources (ESDM)

  • Apple (iPhone 17)

  • Data is beautiful (YouTube Channel): @DataIsBeautiful (YouTube)

  • Xiaomi (Mi)

  • South by Southwest (SXSW) Sydney

  • Cyber CX

  • 22 Digital