Membangun unicorn kopi: pelajaran marketing dari Ditha (Kopi Kenangan)

Transkrip otomatis dari audio asli (Bahasa Indonesia) — belum disunting.

Ada special drinks yang bisa didapetin cuma di event itu doang yang tematiknya Blackpink. Ya, untungnya cocok ya sama jurusan lu di kuliah ya. Cocok banget. Cocok banget sama jurusan kuliah gue. Coba dijelasin fisika UI ini cuman buat podcast apa diam-diam l benar kan?

Pencitraan. Pencitraan. Welcome back everybody. Eh, selamat datang kembali di Proxemix. Eh, kita tuh selalu berusaha mendatangkan tamu-tamu yang luar biasa, inspirational, yang bisa provide insights for for you guys, you people.

Asik, you people. Eh, untuk inilah something to learn, something to think about, right? At least kalau kita enggak tahu eh jawabannya, at least kita menanyakan ya kan what's on people's minds. Anyway, eh today is pretty special. Eh, not because who she is, tapi the connection that our guest eh established way back sama step ya.

Ya kan jadinya nanti. And indirectly with you. Oh iya. True. Indirectly with me juga gitu.

Anyway, eh let's give a warm applause buat Ananditha Mayasari yang biasa dipanggil Dita. Gua warmnya warm. Lip, welcome to the program. Thank you. Jadi, ya tadi kita sempat ngobrol-ngobrol sedikit sebentar.

After all these years, ternyata gua punya an even longer connection sama lu dibanding lu sama step. Betul. Crazy. Anyway, eh lu jadinya sekarang ini kan eh kopi kenangan unicorn. Y, it's crazy, man.

Kayak what? 1.2 1.4 4 billion or maybe even more valuation, right? Val yap y eh what's the challenge menurut luing at the landscape? Maksudnya selalu ada kompetitor, right? Very fierce, they're also very aggressive.

ya. Eh, e investor-investornya juga bukan you know apa ya, bukan sembarangan lah, you know. There are powerful people behind them too right just like you guys. Apa sih moving forward nih buat eh the challenge in the industry lah. challenge in the industry especially in the category yang FNB copy ya about the profitability lah because you cannot just always burn money all the time especially in this market who is actually discount sensitive but we want to educate our people also like our customer is not only about the discount but it goes back to the taste and also to the to the lifestyle and the habit jadi itu yang kita build and if you talk about competition ya I think the first time I join copy dikenangan we're very like aware on what competitors is doing and then like how sometimes they in other way like coping us but you know it's in the industry is always like someone coping each other so sure y it's always like that yeah it's only natural up to the point di mana gua sekarang ngelihatnya it's not only competition jadi I'm not quite afraid like oh eh dia ngapain ya gitu oh dia sukses ya but we sees it as a collective sekarang kalau gua ngelihatnya so funny thing is that in The International Cafe Day, which was the 1st October itu if you see kopi kenangan Instagram, kita nge-post a love letter actually that says that on behalf of copy in Indonesia, jadi kopi kenangan and then we mention everyone there, the local heroes, we mention Tuku, we mention Jji Jiwa, we mention Anomali, we mention the em apa lagi?

E apa? Tanah merah. So everybody we mention them merah. kecuali mohon maaf banget yang enggak dimention berarti kalian adalah antek aseng ya jadi enggak mention nih gitu enggak enggak native iya enggak n ya maaf BUMC BUMJ gua gak mention because karena tematiknya lagi e kopi lokal and then I mention all of them and I said like ok you know what what drinking kopi kenangan mantan is the best choice but drinking kopi tetangganya tuku itu juga good choice kok gitu oke and I think e yeah and everybody just like you know it's just like being reposted like thousand times and then the comments is like being like thousands within like few hours and everybody's like praising like the way we do it. Jadi sebenarnya just a simple post but the the message is just if you see it as a collective way as Indonesian pride itu it feels like easier and lesser stressful tah enggak?

Iya. Jadi e and and it's it's an healthy way gitu maksudnya. I mean most of Indonesian also have like dualism especially Jenzy they are very dual in consuming things. Jadi when they consume kopi kenangan preture they also consume like fore and then also tuku so it's not only like staying loyal with one brand staying loyal yes but can be loyal to two to three brands. H so if you keep on like wah mereka ngapain ya gitu itu enggak ada habisnya right?

So instead of that ya udah you just learn from each other gitu. mungkin, oh mereka ada SKU yang oke gitu and kita punyanya apa and then why not like we learn from each other seperti itu sih. Jadi I think this year we start to see it differently and and and it goes well for us. So we see it as a collective lah. And I think by doing that kind of post eh I think only brand who really feel secure with their position who are able to do that.

So ya jadi ya gitu sih. Okey very interesting. Eh terus tadi gua gua penasaran sih kayak loyal two to three different brands misalnya ya. Iya. Heeh.

Are they really loyal though menurut lo? Kalau ada brand keempat, you know, spending money, bakar uang, you know, apakah the loyalty stops there? He ya udah mereka back to natural state meaning very price conscious market right eh ya itu itu gua penasaran apakah beneran ada loyalty apa not necessarily at least at this stage ya moving forward sih of course lu ada waktunya di mana lu udah berpihak aja eh iya ini gua di sini gitu preference gua di sini preference gua di situ. Tapi yang pas e sekarang-sekarang ini I don't wanna to say it's the beginning stage tapi not yet mature lah. Definitely far from mature right the market.

Eh what do you think about this eh loyalty? Ya, kopi kenangan itself kan baru di we are in the market for currently is in our e years jadi 8 tahun tu maybe the OG to was maybe a year or two years before that. Jadi let's say the market has been like 10 years before that was the incumbent the big brands like Starbucks, Cafe Bein, Liberica who just like enter the market at the very probably ada apa anomali right yang yang juga OG juga gitu kan. E loyalty again it's built. Eh satu dan yang kedua again it's about the habit how do you make your people consuming your brand more like how do you remind them to get it?

How do you ensure that the option is always available makanya kita punya 1000 store. So whenever people sees us eh ada Copken ya ada Copken ya. Jadi we also want to be more reachable and and the availability is even higher. Jadi orang-orang juga bisa nge-build habit dari situ. Kalau misalnya nanti ada brand baru yang burn money, of course orang pasti akan nyoba.

I myself even will try. FOMO FOMO FOMO pasti gitu. But then I know that the market even though they are price sensitive they also have taste. Jadi it really goes down to the quality lah pasti. Karena if you see people are now like reviewing foods and everything.

And even when food reviewer said, "Eh, gua baru nyoba brand ini deh." A enak. You see in the comment sometimes enggak? Ah, gua udah nyoba enggak enak. So people actually can say that and do have preference. Jadi mungkin exactly so now have the objective judgement on how the product t like.

So it's also from the brand side lu bisa kayak cuma ngun something ya orang pasti suka l kalau enggak ya udah gitu. No because it will they also have the judgement on that gitu. And it really sometimes reflect back on your brand equity. Jadi eh customer kita tuh enggak bego ibaratnya gitu. So even lu dikasih harga murah ya maybe they will try.

Tapi kalau emang lu gak enak ya lu gak dibeli lagi gitu. Itu udah udah hukumnya lah gitu. So e ya again educating the market is also important on that. Jadi ya lu enggak cuma masalah diskon lah. But this is you also buy the quality, you also buy the lifestyle such like that.

Ya. And I think that's probably the challenge for everybody in the game lah. Yes. Pada akhirnya lu bisa menjelaskan what you're all about ya. Heeh.

Akhirnya ada that preference lah yang tumbuh gitu ya. Kalau gua disiram diskon bolehlah gua ini. Tapi pas enggak ada gua tetap balik. misalnya ke Kopi Kenangan misalnya. That is actually how you educate the market.

It's I mean as a coffee drinker e I'm not against BUMC whatever ya. Tapi gue tuh lebih ke kalau ada promo ya okelah. Tapi kalau karena gua minum kopi hitam so preference lu cuma dua. Either kopi kenangan atau si Starbucks. That's it.

He. Jadi ketika lu explore macam-macam coba coba coba coba indi end ah kok enggak enak ya? Enggak bukan bukan enggak enak sih mungkin ini bukan bukan bukan preferensi gue ya. Jadi gua pindah lagi gitu. Itu satu.

Kedua, karena outlet kopikin kan lumayan banyak ya. 1000 man. Harusnya enggak di mall gitu kayak lu di e SPBU ada lu di ruku-ruku daerah-daerah mana selalu ada. Jadi of course you will always eh your first instinct tuh eh itu ada eh ada kop enggak ya gitu. Regardless where you are.

Kalau itu kalau gue ditambah in this economy of course price does matter. Ya, jadi lah. Lu berapa lama sekarang di marketing Kopi Kenangan? Andi Kenangan. This is my fourth year.

Wow. Sebelumnya lu marketing? Kita kenal kan dulu kita di sales ya. Dulu banget nih. Sales.

Yes. We were we were our base was sales. Sales. Terus lu marketing terakhir sebelumnya? Previously di Danon doing digital marketing.

Previously di Traveloka doing digital marketing juga. Jadi I think I moved to marketing since 2014. He 10 tahun ya. Yes. Ya.

11. And then before that I do most of the works like B2B sales, B2C sales, account management, B def. Jadi that's how like different roles. Yes, different roles. Tapi yang terakhir-terakir ini udah fokusnya marketing.

Oke. Ya, untungnya cocok ya sama jurusan lu di kuliah ya. Cocok banget. Cocok banget sama jurusan kuliah gue, which is apa coba? Dijelasin.

Fisika UI. Keren enggak sih UI? Gua pertama kali tahu dia kuliahnya juga itu gua kayak ini orang salah jurusan apa gimana sih? Apa salah masuk kantor kita terlanjur ya udah dia ikut gitu. Tunggu dulu.

Tapi tapi explain to me to us to the audience lu gimana caranya cuy dari lu kuliah masuk fisika kan ee masuk difficult lah masuk keluar susah. Heeh. He. Tapi gimana caranya lu nyampai ke hari ini gitu? Bingung enggak sih?

Iya sih. Ee itulah susahnya kalau orang ee punya kebanyakan minat ya jadinya wah semuanya mau dikerjain gitu. Oke. Tapi ya back then em when I was in physics itu kan sebenarnya gua ngambil tuh exploration geophysics. Jadi ya banyak ya exploration e oil and gas.

Terus walau sebenarnya cita-cita gue masuk-masuk fisika tuh pengen jadi sacientis. Cuma di Indo ya sacientis tuh kalau lu enggak dapat grant dari luar negeri tuh kayak agak sulit gitu, agak susah gitu karena gua juga BM dan wishlist-nya banyak. Jadi gua harus nyari industri yang kira-kira bisa mewujudkan wis-wish gua apa nih gitu. Terus and then back then ya waktu masih kita awal-awal kerja kan job portal wasn't that trendy ya 20 ada iya available mostly I think most of us have experiencing the koran yes koran or tahu dari orang segala macam so I think looking for work yes lowongan pekerja lu jangan jangan tunggu dulu ini tahun berapa Cred tapi akses enggak semudah itu. Enggak semudah itu.

Dan job portal enggak seramai itu. I think job street or something baru start. Ada jobs db bet lowongannya enggak sebanyak itu. Tapi nature-nya lu buka koran cuy. Masa sih?

Maksudnya gua pikir pas zaman kalian udah enggak kayak gitu lah. Tapi you were in the US kan dos. Oh iya di US. Kalau zaman kita di sini itu at the time nature pertama lu masih cari koran lawan pekerjaan. Lu ngirim f, lu ngirim e hard copy in envelope.

Yes. I masih kayak gitu. Those were the days. Oke. When when did that stop?

2010. 2010 udah enggak dong. E job udah naik. Udah email. Iya udah email.

Tapi pada saat I get that job, I think lawan pekerjaan sih. Iya. There was the time after I graduate, I was like, oke, gua apply aja ke semua yang gua minat gitu kan. Oh, ini ngobrol ini apa gitu kan. Jadi things that I like ya selain physics also like kayak ngobrol event apa segala macam offline then I just like send.

So whichever goes first I'll go and then Wall Street comes J kita di Wall Street. Iya itu lagi ya itu masa the first job which was the B2C sales. Dua sih B2C B2B. Eh, sales is actually a really tough job. Apalagi B2C sales means you have to really crack how to do it.

H you have to be very disciplined. You have to make 40 cold calls per day. I mean my first job was in an English course. So I have to call people, tell them to come, take the test and then you know enroll for a course that cost like how much? 15 20 million per at the time ya.

2008 million tuh dapat apa ya? E kontrak rumah setahun or something kontrak rumah setahun at that year that year. So I have to persuade people to spend that oke in foreign English course while I actually never had any formal English course before. Jadi kayak but I like I do you wan to talk like me? You enroll here.

Padahal gua gak pernah les astaga gitu kan. Oke, salu he. So, I think that was my first role untuk datangin mereka take the test and convince them you actually need this for your career. Actually, yes, but ini spend like 20 million. I don't think so.

But that time I managed to convince them to do so. Jadi itu that's the hard thing because you have to do it every day for every month. So, every time like you close the month, like, oh we achieve the target. But day after your argo no lagi, right? So that's really tough especially again it's the B2C so it's the cold call.

Sometimes you have to stay in the booth because they have done offline booth. H and you know hand over the flyer to people. Yes. Ini adalah pengalaman yang membuat gua sangat menghargai SPG yang Kak ini even though I don't buy oh terima kasih, Mbak. Jadi so every time I go, I get like lots of flyers because I cannot say no to them because I've been there.

Y and it's really sucks when you said ini, Mbak. Oh, enggak. Makasih. Sakit hati ya. The first time I edit that like sedih gitu.

Tapi being a sales person is very you know tough on on the mind as well right not just on the body. Karena there's some months we have to work 30 days a month. Yes. Karena lu belum achieve. Kalau enggak achif lu gak gak gajian cuy.

Yes. Unless it's your religion holiday religious holiday off. But other than that you cover for your friends. So is long hours and then also like and the mindset to be creative you know and then like find a way on how to achieve. Ok.

Tapi this question for you guys dua-duanya. eh how important that experience ya kan di sales eh untuk pekerjaan lu hari ini gitu in marketing staff misalnya di PR specifically dulu deh gitu kayaknya tadi riding on what dita said ya maksudnya karena kebetulan first job gua tuh sales jadi tuh it builds resiliency gitu karena di di regardless of your field menurut gua resiliency itu penting banget sih sih. Karena in the end ketika lu gagal, lu enggak coba lagi, lu merasa little just by one e failure tuh itu tuh tough lah regardless of your industry. So menurut gua sales really shape the way I I look at things when you fail, you get back up again, you try again. Dan gak bisa complain gitu.

Maksudnya there were some days gua work 30 days a month, gua shift long long shift from 10 to 9 h e weekends gua harus kerja just because gua harus achieve my target and even when I achieve gua harus mikirin teman-teman gua gua udah achieve personal target gua tapi center center gua belum achieve gua tetap harus kerja just to help my team teman-teman service e untuk dapat bonus juga gitu on that month so number one e resiliencies Number two, I think team work indirectly. H ya. Those two are think the the itulah the the thing that I'm being really grateful for. Gua pernah kerja di sales h for two years as my first job. Ya true ya.

Resilience benar banget sih. And even though in marketing di FNB kayak sekarang kan gua megang marketing tapi revenue is under marketing. So sales is basically under gua juga. So I also now work with target even like thousand times multiple than my personal target in Wall Street. And it's about like gak cuma ngomongin center gua doang, but I talk about like the whole company, right?

Jadi sebenarnya bebannya sama. But then I was thinking like kalau like in a hard days atau lagi in slow seasons and then like nearly achieving but not achieving, I was thinking like, eh kok gua tabah ya? Kenapa ya? Oh iya, dulunya pernah kerja keras gitu. Jadi kayak I think it builds ya itu itilience and endurance.

Jadi lu enggak enggak enggak cepat nyerah, banyak creativity terus ya lu lu emang jadi strong by nature. Jadi gua berterima kasih banget sama kerjaan pertama gua di Wall Street sih. I used to like sorry mungkin hate is a big word ya. Mungkin I used to dislike a lot like ah gila gua bang target gue gue capek banget gua pengen pindoor segala macam. But now I'm really thankful that I spend my first three and half years on our first job doing that like grinding all the efforts gitu kan.

After that gua move ke B2B sama susah juga but then I already have the basics. E B2B sama B2C B2B takes you longer to actually do the deals, close the deals, and then itu butuh endurance juga gitu. Then the other way, e this first job actually tau me on how to see people kayak how to read people better because you meet a lot of people. Kalau satu hari lu punya tiga, empat appointment, within a week you have like 30 people who talking to you basically kan. Jadi k ngobrol sama orang, see their intention, em ngebaca orang.

Jadi kadang-kadang people who who actually buy that time langsung bayar adalah orang-orang yang bilang mahal banget mbak gitu. When they say mahal banget, Mbak, it doesn't mean that they don't have money, but they have it. Kadang-kadang orang yang kayak oh segitu doang, oh itu malah yang enggak punya uang gitu. So itu, you know, not very judgmental to people, seeing people's intention and how to persuade people. Jadi learn human psychology juga gitu, which I didn't get in the college for sure gitu.

Jadi it really teach you how to you know see people in a different way and itu kepakai banget sampai sekarang. Lessi ya. And I mean I think we learn how to respect people in their own nature gitu. Kadang-kadang dia datang pakai jepit kayak celana pendek. Dari jauh nih kita udah kayak ini chaf kayak ya.

Cannot afford. C itu can afford our code. Iya. Eh, itu CF gak ya? Pas banget gua udah karena CF attack berarti rame-rame datang itu datang rame-rame terus kayak pakai bajunya begitu kayak dari jauh kayak CF gak ya.

And then you have to put the effort lu ngobrol get to know them. Tapi kalau Chef keren tetap disamperin sama kalian ya. Tetap disamperin kan enggak mohon maaf mereka yang nyamperin kita. Iya kan biasa biasanya the first the first five minutes of the interaction know orang bisa atau enggak. Biasa karena we were trained that way kayak you get to know themanya.

Oke. Berarti lu diajarkan untuk tidak judge from the appearance tapi within the five apa f minut harus ya lu tahu kayak ngomongnya segala macam gitu kan. You see people yang bluff atau yang emang they do have money and gua respect banget with all my students I love all of them. There is also one student yang gue inget banget dia datang. Dia adalah mas-mas fotokopian Mas Riter saya kayaknya dia pernah datang before but not with me.

Oke. Tapi with some other consultant waktu resign and then come back dia ngumpul dia emang bilang saya ngumpulin duit dulu ya baru saya les. Oh benar. Dia datang ngumpulin duit datang beli package yang paling murah which paling murah juga Rp5 juta lah ya. R juta apa R juta gitu.

Yes. So that was the cheapest. Imagine seorang eh eh owner fotokopian yang harus mengais dari satu kali fotokopi itu datang bawa dua kresek hitam isinya uang. Wow. Wow.

And then I it took five of five people kayak gua sama anak-anak sama Daniil Ira segala macam ngitungin duit Recek karena dibayarnya pakai cash. I was like gua respect sih. I mean dia beneran mau belajar gitu. And then this kind of people like that benar-benar butuh dikasih perhatian sampai I really wan to make you succeed in completing your course because lu benar-benar niat gitu dan itu adalah the first time gua kayak ngitung uang kertas 1000 3000 I mean itu itu respect lah tuh respect banget gua respect sama orang-orang kayak gini ya they actually determine I know what I want I go there and then like gua mau achieve jadi kayak ya respect sih gitu nah do you guys have soft spot buat orang-orang orang yang backgroundnya sales when you're hiring and you hire a lot of people lah in your time. I think as a sales people kayaknya the the quality that we looking for always itu sih lu enggak baper aja enggak baper.

Benar. Jadi gua akan very tough kayak in all of my screening tuh pasti gua akan act very tough h karena itu itu the first quality yang lu harus punya gitu. Kalau lu gampang banget terinfluence sama cara orang bicara dan lain-lain, kayaknya lu enggak bakal bisa survive a week, even a week a day in sales. Y that's true. Dan sometimes we just knew.

Jadi kayak misalnya ya lu ketemu orang mana sebelumnya kerjaan lu apa sama gua sales gini? Oh pantes gitu. Kenapa kok pantes gitu? Oh pantes gitu. Because you also can see like on the way they actually bring themselves, carry themselves itu udah kelihatan banget.

Kalau sales tuh yang enggak yang kayak we kalau ketifak, tapi the strength itu kelihatan lah gitu enggak gampang ya. Again it's very silent and enggak baper jadi yang kayak enggak baper ya go zone aja. Tapi ada juga sih soft people in sales dulu but they can make it that long right. Lebih ke lebih ke the hunger ya. The hunger is ya lu udah literal hunger ya.

Lu ter gua gak punya uang. Gua harus jualan kalau enggak gua enggak makan. Ya karena lu nyampai tanggal lu udah nyampe tuh udah gitu udah cukup lu enggak merasa bahwa lu bisa lebih. I jadi kalau orang yang soft tuh biasanya ketika dia udah rasa kayak gua udah cukup segini gua cukup lah every month segini cukup. Jadi lu akan selalu bottom three aja.

Jadi kan kita satu center tuh ada like maybe 10 12 orang i 10 to 12 people. And lu kan di ranking kan ketika luft be happy in bottom walaupun lu paling bawah tapi lu achieve. Heeh. Oke. Dan some people lu tahu nih ini pasti dia pengin eh pengin selalu menjadi top three inside of bottom three and ada yang udah just stay in the middle comfortable di tengah naik kadang-kadang naik kadang-kadang turun and everyone has a different character.

Karena berantem cuy we can fight over one student. Lu kenapa closing student gua? Itu between centers ya. Benar benar benar. He combine gak bisa semuanya shark.

If everyone shark wah kacau banget sih ya berantem sih lu ada wale lu ada shark lu ada jadi membentuk ekosistem sendiri. Iya bentuk ekosistem sendiri tapi the character you will see. Dan sometimes the student that you also signed itu more or less emang dia vibe sama karakter lo juga gitu. Kelihatan oh ini pasti studenya si A stud B mirip-mirip gitu. Karena lu diajarin gitu loh buat brush on their ego.

Kalau tante-tante yang kayak sok kaya gitu, you have to kasihnya ke siapa gitu gitu. I benar benar benar sales trick. Oke. Oke. Now eh balik to today's time ya.

Eh you you manage a lot of people probably kan different teams under you 50 a lot of peopleer. What's harder in this this climate? very competitive and everything. What's harder, managing people or expectations? Idih, dua-duanya sih engak sih?

Actually, managing expectation especially the higher stakeholders expectation is the hardest lah, gitu. It is harder than just like managing the people. Karena eh I in my position maybe I was lucky because I managed the senior managers. So then they're the one who manag gitu kan. The headache will be from them and my headache is just managing them and managing my boss and the other stakeholders lah.

Oke gitu. I think that's the thing. Kalau eh sebenarnya selama semua orang tahu vision-nya ini kita mau ke mana, they will just like automatically goes to the same way without you have even to you know organize them to do things. Jadi it's very important as a lead or maybe as a head of department to set gitu kan. This is where we are going in the next I don't know one year months.

So once you said that and people are align with that people will just like go along with it especially now like adults right? Jadi kayak ya udah gitu lo tuh meang gak perlu banget untuk selalu eh nitigrity or microanaging. You know that the things will just like go its own way and sometimes senior managers also can come up with their ideas gitu. Jadi it's harder to manage the stakeholders compared to the to the to the team. The expectation lah.

Iya. Kadang-kadang kan harusnya segini segini segini ma harus gua maunya ini, maunya itu gitu. But sometimes resource-nya ada enggak, time-nya ada enggak gitu. Prioritization compared to other business needs yang lain gimana gitu. But that's actually what the lead needs to do ya kan untuk to balance everything out gitu or sometimes ada interruption dari luar.

Oh, gua maunya ini segala macam. Ya, that's tugas gua sekarang kan lebih banyaknya kayak gitu. But the rest on the on the executional basis I'll just like leave it to the team and I don't need to like you know control them all over ya no seniors anyway. Ok that that means the senior is doing a pretty good job. Yes, I gna say my team shout out very good job marketing team and everyone.

Sh. Oke. Do do you not often but you see sometimes kan pasti ada yang kayak lost their motivation or they got you know maybe different things. How do you deal with that? Right?

How do you keep them motivated? Keep them focused on the task at hands ya. Jangankan di sometimes I myself right got demotivated. Sebenarnya again mengembalikan the excitement sih. So when you get demotivated there must be e roots ya.

Kadang if they tell me, "Kak, gua kayaknya lagi agak down or something." The the root cost can be the job itself. Mungkin there so many repetition enggak no challenges or maybe there are external factors lah. Mungkin ada issue di eh percintaan, keluarga, kesehatan gitu kan. So those are the things yang open so they can just like tell me what happen and if they need time I will give them time to get them re apa energize them lagi. But in working, in marketing you have to be happy you know because and and you selling a happy product right?

This is like the mood booster. How come you sell a mood booster when your mood itself does it is not got boosted? Jadi getting back the excitement lah. Jadi when we go to the office ya untungnya sekarang masih hybrid ya. So, we only go to the office like two or three days in a week.

Jadi, when we go to the office, ya everybody just like being excited to see each other gitu kan. Ada aja yang diobrolin, ada aja yang dikerjain, ada aja kayak e fun things to do the activities within the e work hours atau di luar work hours gitu. Jadi keep that excitement. Jadi enggak cuma datang, gua kerjain-kerjaan gua, gua pulang gitu. That is really demotivating the bonding lah ya harusnya.

Iya. And then keep on reminding them that we're doing something big guys gitu. We only selling coffee but can you imagine how many people are actually because of this gitu kan and then reminding them again but it's not only for those people it's also for you you're also gaining things every time you come to the office and then every time you work itu juga kan ngingkatin value lo juga jadi stuff like that sih yang needs to be reminded jadi even when they do it they know like they are doing something gitu ya and keep being appreciative lah to what people are doing kadang-kadang orang tuh demote kadang enggak pernah diapresiasi gitu pernah dibilang good job atau kadang-kadang ada yang kayak gitu kan kadang udah emang kerjaan lu itu kok gitu ya udah kerjain aja gitu enggak perlu gua apresiasi emang it'sem is iya that's true but it cost you zero rupiah to become a nice person who can appreciate people sih gitu oke that's pretty cool. Nah, eh dari pengalaman lu ya in your leadership position lah. What's the red flag yang lu enggak bisa tolerate from people?

Red flag kalau gua kalau lu udah lihat ini, that's you know in my book you're done. Number one sih yang pasti bohong udah enggak bisa integrity. Honesty itu udah it's very gua banget gua banget. It's a very very number one buat gua. Jadi if you see like attitude versus the versus the performance even when we performance is like meat or maybe low.

Tapi l attitude bagus you can still be saved. Tapi lu mau performance lu bagus, lu high achiever segala macam. Tapi kalau lu suka bohong, lu denial atau ya yang seperti itu, itu susah banget sih menurut gue gitu. E in so many case ya maksudnya bohongnya enggak cuma kayak bohong-bohong apa gitu tapi ya untuk small stuff atau untuk things that you didn't admit gitu menurut gua tuh udah redf itu bohong pokoknya lu jangan bohong sama gue. Kalau udah sampai ke level bohong tuh udah susah.

Oke gitu. Apalagi ya red flag ya itu satu. Eh kedua ya dua mungkin ya kayak being em apa ya avoid juga menurut gua untuk bikin avoid. Tapi paling paling gede bohong sih menurut gua itu integrity sih. Number one is for me the integrity.

Whether you do the same thing when people sees it and people don't see it, it determines who you are. Y gitu. Oke, very interesting. Setuju gua. To me, the biggest red flag yaitu integrity.

Karena kalau lu udah cannot cannot be you cannot take your action, lu enggak bisa accountable for your action tuh udah susah lah. Iya, betul. Maksudnya as a as a human, lu bisa jadi anak, lu bisa jadi suami, istri, lu bisa jadi employee. Tapi ketika lu enggak punya that value, udah susah lah. It's it's tough integrity.

Tadi ketika orang ngelihatin lu dan ketika orang enggak ngelihatin lu tuh kalau lu orang yang beda ya berarti H h in my books you done susah. Iya. E tadi itu menarik sih when you mention about eh honesty dalam konteks you you keep denying lah l lu gak enggak true to yourself eh kadang-kadang itu kan konteksnya kayak lu gak bisa take on criticism misalnya ya itu juga enggak bisa defensif gitu enggak gua enggak kayak gitu man kalau kita you know I mean kan kita nih biasanya as leaders itu kan we want orang-orang orang di sekitar kita apalagi di bawah kita not only to grow but to succeed right true. Jadinya kayak komentar kita tuh ya untuk membantu mencapai ke arah situ bukan untuk menjatuhkan. Jadinya kadang-kadang gue yang agak susah tuh kalau misalnya ya enggak enggak bisa mungkin enggak mengakui tapi lu kayak enggak punya a sense of apa ya perspective atau tapi kadang-kadang memang kayak lu enggak engeh gitu like enggak bisa nerima feedback ya self tapi kadang-kadang you met people gua I've personally met a couple of people yang bukan nature-nya denial dia cuma nature-nya memang dia merasa dia bagus Exactly.

Susah, susah tuh. Susah tuh. Jadi, jadi it's not it's not an integrity, it's not integrity perhak. Heeh. Dia genuinely think that this person doing a good job.

Despite kita bilang, "No, you're not doing a good job." Jadi kayak itu apa ya? Ada e self absorb is what? I don't know. Self absorb can I denial atau self? Eh, iya kayak NPD enggak ya?

Low selfwareness very low self awareness lu enggak tahu aja what's going on guaak gua gak sebelum gua ketemu sama orang-orang ini gua tuh enggak pernah tuh kepikiran bahwa such person tuh exist gitu they exist gua juga tahu yang seperti itu like eh at I'm doing a good job not what's the base first of all iya jadi ada ternyata orang good what do you mean iya i was surprised oh i'm also surprised that you surprised you know iya kan kayak kadang-kadang dia kaget emang gua gak duing Good job lah. Lu kaget. Gua juga kaget. Lu gak tahu kalau not doing good job. Ada ternyata ada ada ada.

Eh I don't know like how karena kan it's about the character character is like how you were being shaped in the the previous job or maybe your family and everything. Lu nongkrong di mana? Itu dibentuk dari situ. Jadi mau dibilang itu salah juga enggak. Mau dibilang itu tradit I don't know whether it's you can fix it.

But if you already aware it's a bad trace you should fix it. Yang masalahnya kalau dia enggak aware kan. Oke. And a lot of them notare. Exactly.

Lu udah bahkan sampai ada return SP pun lu enggak aware bahwa ah ini ni masalahnya nih bos gua enggak suka sama gua nih. Yes. No my performance nih. You have problem with me. It is personal bukan.

No, it's not personal vendetta. It's about performance. Tapi such person exist. Yeah. It's just business not personal.

I always say that to myself. Jadi gak usah baper. Iya. Lu emang ini gua is for you gitu. It's for your sake, not for me.

Tapi banyak yang kayak gitu ternyata. Ada ada ternyata. Ya, benar. Surprisingly. Oke.

Eh, nah eh AI gua penasaran eh what's your perspective sama has it changed the way you build your team? He atau measure or anything lah e performance wise gitu pas-pas kita ngomongin AI eh in today's world. Iya ya. Kayak every time I go to any kind of event, there must be one panel about AI and AI like. Oh, we produce this other eh podcast sama orang-orang dari eh Komd ya.

They said that now kan dulu ya ada zamannya nih the coffees and everything. Sekarang ya bass word-nya tuh AI. Katanya kalau lu enggak ada AI in your startup, lu the back of the line, man. Jadi kalau kecuali lu you're doing something with AI, lu you know you get to the front of the line. Anyway, gua gua motong dikit tadi.

Iya. Sebenarnya gini, kalau misalnya ngomongnya soal digital because I was handling like purely digital and also like marketing kan. Previous kan gua emang ngerjainnya all the digital stuff gitu. And I was the early digital adopter dari 2011. Kenapa gua pindah industry dari Wall Street to the digital platform?

Karena gua lihat I think in the future ini bakal booming. Gua pengen jadi early adopter. terutama untuk platform ya kayak meta TikTok segala macam tu udah AI enabled kan so you don't have to like do the integrity like bikin audience targeting apa segala macam they already did the machine learning and AI for you jadi udah automatic semua jadi sebenarnya it's not a new thing in digital but the rest kan sekarang banyak implementation yang sebenarnya jadi enabler juga jadi generators juga kayak kayak GNI and Everything. Kalau di industri kopi unluckily kita kan masih harus ada taste ya. I mean if it's like say retail kayak skinc or makeup, you can actually use AI untuk kayak oke formulate me type of shades yang cocok kalau muka gue and then they can just like you know run something and then create something customized buat lo dan lo bisa use that tool to power your app or maybe your brand to do such thing gamificationnya bisa itu.

But for flavor is actually you should taste it and there's no AI that can replace that. Tapi in kayak untuk enabler atau mungkin untuk eh tools untuk fastening the process ya we are doing that a lot gitu. Even kayak FY ini gua barusan dapat eh WA kita tuh lagi ada AI hacketon buat for the leads. Jadi kayak oke for we have like groups and then kita lihat apa ada issue yang e in the in the certain departments yang sebenarnya bisa solve using AI. Again kan sebenarnya ada dua.

Is it automation only or benar-benar butuh AI which is artificial intelligence. Jadi kita define itu dan literally nge-build tools gitu. Kayak udah lama banget ngerjain ginian tapi oke then gua nge-build tools sama tim gue. Jadi eh it's there and it's gonna be implemented pastinya in your everyday life. But there are some things that cannot be replaced by AI.

sama kayak misalnya juga ya karanti kan orang-orang juga AI kan kalau misalnya untuk kayak image generator ya itu banyaklah yang pakai with the pros and cons lah dan mungkin music people also doing AI music tapi again pros and cons ya waktu e waktu GPT itu ngeluarin pertama kali video klip e like 100% AI like the talents and the music are all AI half people praise it like wah gila itu literally enggak kayak I wah itu benar-benar kayak it's very hightech segala macam tapi the other way orang-orang kayak kayak who wants to listen to AI music anyway gitu. Ada yang kayak gitu kan. What kind of originality that AI music has? Jadi emang it's still gonna be like the dualism yang orang yang pros and cons gitu eh soal soal JNAI. Jadi kayak menurut gua it's still an early days.

Jadi implementation will still always be there. Mungkin someday for FnB there will be like something more advanced but currently ya for some job we can use AI but some others itu masih really have to do human touch will still be important in that tuh. And then I think like what is the industry that even when zombie apocalypse happen people will still buy. Then I move toon karena itu air sama susu people still buy. Jadi ya udah commodity orang akan minum dan akan nyusu.

Orang akan minum dan akan nyusu. Kopi juga kayak also. Iya. Makanya this also I believe in Indonesia whatever the season ya kan pasti tetap lu akan beli kopi. Commodity ya.

Commodity. Oke. Eh do you work with a lot of agencies? I used to work with agency. Sekarang sebanyakan di handle internal but previously pakai agency.

Oke. Tapi kalau sekarang nih hampir nothing nogency. Sekarang mostly dikerjain in house but last year we have agency. And even I just won an award because of my agency last e sekarang. Sekarang hari apa sih?

Sekarang hari Rabu ya. se hari Rabu. Oke, last Friday eh kita chief eh apa baru receiving award e Dragons Asia Award di e KL itu my agency was submitted that for the campaign of the checkup. Jadi itu kita punya cup sleeve. Oke.

That is mirroring the apa? Eh breast cancer lump. Oh wow. Jadi breast cancer lump can actually start from a very small like coffee bean. So we make like silicon.

Yeah. So we make the silicon with the emboss coffee bean there. Wow. Wow. How does human skin?

Jadi taruhnya di places gitu. So you can kind of feel it. So that's how you that detect the breast cancer. We launched that last year in the breast cancer awareness month di Indonesia ghost pink di apa CFD and we launch that and I think that initiative really resonates with people lah karena we sell like I don't know 9 to 10 million cups per month. So imagine if you give awareness to that how many that many people for that people.

So yeah then we received the word last Friday and that's my agency who submitted that. So thank you agency. Thank you agency. Congrats buat kopi kenangan and the agency. Lu mau shout out the agency?

I ha VML VML Malaysia. Shout out VML Malaysia. It's pretty cool. Indo and Malaya. Oke.

Nah eh ini gua gua penasaran aja lah kalau even if it's not now buat kita-kita nih kan banyak yang di agency including us. Eh, what do you look for in an agency? Right? Apa sih yang lu lu cari gitu? I think agency ya.

First thing that you need to have with the client is the connection to understand the client better. Connection. Karena on day not karena ganti orang ganti strategy itu menurut gua sometimes the agency client relationship fails because gak ada that same of apa ya alignment di awal dan vibes-nya emang gak dapat gitu the connection and then the creativity everybody is creative for sure. Eh gua percaya orang di agency pasti kreatif lah. semua pasti bilangnya gua gak ada duit segala macam gitu memang tapi kan agency juga tahu seberapa bisa they push the strategy to mat the designated budget gitu lah ya ya makanya itu sebenarnya dynamics kan antara how do you em eh kasih apa yang klien lu mau tapi klien juga tahu how to to listen to the agency.

Karena kadang kalau kalian udah ada maunya juga kayak ya udahlah gitu ide lu sebenarnya menurut gue gitu or something gitu. Padahal sebenarnya kan ideas can come from anywhere gitu kan. Then when agency comes to you with the idea it's actually always worth to listen to. Enggak yang langsung lu drop enggak ini enggak yang sering my brief gitu. But I want to know what's the thought process.

Kayak gua selalu pengen tahu kenapa sih lu ngasih gue ide ini. Not only this is the idea. Ok but why do you give me the idea? I just want to know that. So only from that I know whether they have the right connection with me.

Karena when you have that connection the clicks lu bahkan gak perlu pitch dua tiga kali they already know what I want gitu and they already know what the brand stands for. Jadi ya udah tahu gitu they know the mission and they align with the mission. Jadi mereka enggak cuma ngerjain oh ada tugas dari Kop ya udah bikin deh gitu. No but they know oh brand ini kan sebenarnya mau nyampai ke sini. How do we help them to get there?

Jadi I only need we also need the agency to think that way the same on the same boat with us gitu. So, it's not only like the client and agency relationship aja gitu. Interesting. Beyond the itu doang ya maksudnya beyond the surface level lah. You have to understand that on a deeper level.

Iya. So, connection and then ability, creativity to fulfill client's needs. Heeh. Ada ketiga itu tadi saya apa? Eing on the same boat and know like what the brand stands for.

Oke. Ye. Ya. Ya. It's very important.

Eh, and honestly, weve worked with so many people, tapi a lot of eh some of the people yang kita lihat tuh benar-benar succeed eh in their roles gitu ya. Atau bahkan long kita udah enggak kerja sama dia tuh meleegit lah gitu. Iya. Itu their ability to absorb information, eh creativity, suggestions, criticism from people around them, including from the agencies. Right?

itu tuh gua gua ngelihat orang-orang itu I think those people are very unique, very special. Tapi ya I think it's very important eh untuk bisa ngedengerin agency-nya ya for for whatever reasons lah. At least lu Oh oke. Karena lu dikasih 100 gitu iya jeleknya 90. There still 10 yang bagus gitu kalau lu dengerin.

Kalau lu enggak dengerin then you're missing out on the 10. Ya, sometimes looking things from a client side tu kadang-kadang you know when you are in the same industry for so long you feel like you know everything right? And some after and some leaders who don't have that humility itu susah ngelihat itu. So I've met a lot of leaders who are trapped in that mindset. Akhirnya ya lu kayak katak dalam tempurung aja gitu.

You know, you feel like you know everything and then you feel like you have absorb and lu expert in the area lah. Oke. Jadi agency-nya itu hanya jadi executor gitu. Sedangkan how I like agencies to be adalah to be actual consultant provide me with things yang gua gak lihat. Kadang-kadang gua tuh udah tunal vision.

I cannot see other things yang di kiri kanan. Gua udah terlalu lurus. Heeh. And sayang sekali banyak juga teman-teman agency di luar sana yang ya udah hanya mendengarkan instruksi dari gua as a client and then they just like give just execute gitu. Itu yang kadang-kadang jadi enggak maksimal aja sih this agency client relationship.

This we need to change. We need to try to influence that fungsinya agency itu not to be your executor. Ya, actually you should position them as your thinking partner lah. The equal thinking partner. Eh, and mungkin kayak ngomongin soal red flag yang tadi ya kayaknya nyambung nih.

Eh, redfnya yang sebenarnya menurut gua salah satu redflek juga kalau lo selalu ngasa lo paling benar. That's also like one of the red flag. Dan itu sangat-sangat bisa banget lagi orang yang emang udah lama kerja atau mungkin yang kayak udah within like the experience like me like 17 years 20 years tuh sometimes bisa ada tendency I know better than you guys because I just like did this before atau gua udah ngelakuin segala macam but that's actually the really really wrong attitude. Kalau kalau gua pribadi ya, I always say to my team and also to my agency, prove me wrong. I always love to say to them.

Kayak misalnya ya, of course I have learning from my previous experience lah. Misalnya ada agency propose gua, "Kak, ini tuh ngelakuinnya gini. Bentar deh kalau setahu gua ya yang gua pernah lakuin sebelumnya itu kayak gitu gak works. But prove me wrong. Kalau emang itu works ya oke berarti I was wrong gitu.

I'm very I'm very glad to be proven wrong by my team or the agency. So I think they know that that kind of mindset lah. Whenever they propose something to me I would love to be wrong. Ya, if you were to hire today, right, for talents, like three qualities that you looking for, apa tuh? Apa ya?

Oh, pertama willingness to learn. Oke. Grow mindset. Harus to grow mindset because ya, gua juga sebagai orang yang moving from one category to another and one job to another itu willingness to learn satu. Eh, kedua ya tadi humility dan integrity itu harus itu tiga pondasi awal.

the rest kayak hard skill bisa terseri tapi this attitude this will brings you somewhere gitu. Jadi eh harus punya tiga itu sih dulu si awalnya mau belajar you are eh punya humility dan lu punya integrity. I think that's a start. Oke. Eh, buat orang di luar sana that dealing with talents misalnya yang enggak punya all three ini, right?

Missing two out of three misalnya. What do you recommend they do? Menurut gua GWS sih. Apa tuh GWS? Enggak wafat sekalian.

Eh, enggak wafat sekalian. No, no. you missing the the traits. Jadi sebenarnya tiga ini kan attitude again itu dibuild right so and because tapi selama itu attitude bukan karakter it can be changed even though it's not overnight. Kalau character it will takes a lifetime or maybe that experience baru lu ganti.

Tapi if it's attitude you still can fix it. Tapi lu harus punya salah satu dulu tuh gitu. Lu harus lu kalau mau lu mau berubah kan lu mesti mau belajar atau lu harus punya humility untuk meyakini bahwa iya sih kayaknya gua harus berubah nih. Itu kan and then integrity. Oke, gua mau berubah.

Ya, benar, gua mau berubah gitu. So, enggak cuma sur. Yes. So, it has to be those three. Kalau enggak ada satu, lu masih punya dua, masih bisa selamat gitu.

As long as you have one of those three. Oke, ya. Kalau enggak ada ya tadi GWS enggak wafat sekalian. Asik. Eh, oke, lastly, anything you wanna share about whatever eh the company is doing?

Eh, something exciting coming up. Something exciting coming up. Yes, I think kopi kenangan kita every almost every two or the months we launch the new products. Of course, our favorite tetap Kopi Kenangan mantan but innovation is the one that lead us there. Jadi, we will still have like new products coming up.

Excitements eh ada banyak. Next year kita mau bikin kayak big stuff eh more into lifestyle, music and such. Jadi kita akan e banyak banget get in touch with the offline events and jen community. Eh so stay tune, follow Kopi Kenangan kalau mau tahu event-event paling dekat. Em boleh gua sp sekarang kayaknya boleh ya.

Pasti kan orang-orang follow kopi kenangan. Next eh di tanggal 23 atau 24 ya. Eh within next e week he itu bakal ada Friday norebang di Lote Avenue untuk menyambut Blackpink ke Jakarta. Jadi ada karaoke Blackpink. Wow.

Eh even though gua sebenarnya jujurnya enggak ngerti Kpop but I have to. Oke, tunggu dulu. Ini nih ini cuman buat podcast apa diam-diam lu benar kan? Pencitraan pencitraan. You can check my IG.

Gua berusaha kok gua udah berusaha menyukai kepo. We appreciate all kinds of music. Yes, exactly. Makanya gua Exactly. Makanya gua pengin belajar.

Jadi gue pernah minta kayak followers gua, "Eh, recommend me one pop song." Gua dengerin lu semua yang direkomend orang-orang gitu. I like new Jeans, by the way. Tata mereka oke. Eh, nah jadi Black Pink e mau ke Jakarta tanggal 1 November kalau enggak salah. I think they will have their gigs.

Jadi kita bikin preevent-nya sama community. E ada special drinks yang bisa didapetin cuma di event itu doang yang tematiknya Black Pink. Jadi ee kopi kenangan, minuman kopi kenangan yang bisa didapetin di event itu aja. Ee cek infonya di ini Kopi Kenangan sih ni kalau tapi kalau IP ini naik setelah 24 ya goodbye bye. Sekarang tanggal 15 15.

Oh no. I think before ya. So just check the IG. Kara party di Avence. Alright.

Ei, Lita, thank you for stopping by. Thank you, Kak Kelas. Asik, luar biasa ya. Congratulations eh for the success eh personally, the team, eh the company. We're excited to see lah what's next buat Kopi Kenangan.

Ind pride la going around I hav even asked about the J and the you know Serena Williams that's pretty dope man maksudnya itu it's indo pride lah intinya indide six countries and and still going mas wait a minute how many countries let's rec six kita udah ada 100 stores in both Singapore and Malaysia oke we have Philippines India eh and Australia India interesting we have the New Delhi eh Sydney Melbourn kalau di Australia I did you have to travel to those places apa? Eh enggak, not much sih karena international tuh mereka they have their own marketing ya. I already manage like 1000 store already crazy. I But maybe in the future lah gua enggak tahu juga kan kalau ada gua ditugaskan ya udah gitu dengan senang hati ya. Dengan senang hati jalan-jalan lihat-lihat toko.

Heeh. Anywayandita Mayasari. Thank you. Gua warmnya warm pas gua warm. Huhu.

Jadi, eh it's a pretty cool thing. Waktu itu kan kita sempat eh announce bahwa we're gonna be sending someone and that someone happens to be Jessica. Yes. And now Jess itu lagi ada on her second day of South by Southwest Sydney, right? Jadi kita mau telepon J and then she's going to let us know lah what it's all about, what's going on.

Jadi langsung aja kita connect ke Je ya. Je hei hai Az. Hai Je gimana kok suara lu berubah gitu sih? Iya di beda benua gitu. Second day ya.

He eh tell us what what's going on. Hari ketiga. Oh iya hari ketiga. Sori. Udah ada Rabu ya.

Oke. Yes. Third. Kita baru ngantor Selasa dan Rabu. Baru hari kedua ke kantor.

Anyway, what's going on di sana? Tell us real quick what's going on. Oke. Eh jadi ya ini hari ketiga aku di Sydney eh untuk attend South by South West. H banyak banget yang dipelajarin.

Maybe start with a couple of observations gitu ya. Kayak eventnya gimana sih? Jadi eh eventnya itu enggak cuman di satu tempat tapi memang mainnya ada di eh ICC Sydney. Tapi sebenarnya banyak eh side events juga eh all over the city gitu. Jadi kita yang datang ke sini pun bisa explore Sydney, tapi masih tetap dalam rangkaiannya si South by Southwest gitu.

Yes. Heeh. Terus tahun ini juga ada South by South West Unlocked. Jadi itu di Tambelong Park ini sesi yang gratis. Jadi semua orang bisa langsung datang e maksudnya kayak general public gitu ya.

terus bisa ee lihat-lihat booth yang ada ee ikutan activations, bisa nonton eh musicians di panggung dan ikutin beberapa kegiatan yang ada di sana gitu. Terus kemarin aku ketemuan juga sama ee salah satu orang yang dia ke sini juga ke South by Southwest tahun lalu. Katanya sih dia bilang, "This year e is better" gitu dari tahun sebelumnya. Oh, jadi he or she tahun sebelumnya datang, tahun ini datang juga. Yes.

Oke, that's pretty cool. Corporate apa agency? I'm just curious. Or eh agency. Eh, tapi dia juga kayak ada side gig gitu as a music producer.

Jadi, ya he there enggak necessarily on behalf of the agency, tapi campur-campurlah. Hm. Yes. Oke. Gimana hari ketiga?

So, ada dari du udah rangkaian hari ketiga, apakah ada specific session yang waktu itu kita sempat bahas? Whether you find it eh ternyata more than I expected or gimana-gimana. Hm. Heeh. Eh, banyak banget ikut sesi-sesi.

Kayaknya aku sehari bisa ikut sekitar lima sesi gitu ya. Jadi, obviously dari 3 hari ini dia udah banyak banget yang dipelajarin. Ee beberapa hal atau sesi yang menarik itu kemarin aku sempat ikut namanya sesi Big Brother Meets Big Data. Jadi, dia ngebahas soal AI, tapi kalau banyak sesi lain ngebahas lebih ke strength and opportunity. Justru di sesi ini ngajarin kita sebenarnya weakness and threats-nya tuh apa, terutama dari segi keamanan data gitu.

Nah, tujuannya sebenarnya bukan untuk nakutin atau bikin kita jadi ee menutup diri dari AI, tapi ya supaya kita lebih aware dan bisa take the necessary steps lah gitu untuk melindungi data kita pribadi atau data company atau klien yang e kita kerja gitu. Jadi lebih mindful lah ya when eh managing data, information, lebih caution in relations to AI specifically. Oke, cool. Apalagi? Anything else yang st out?

Oh, masih on that. Sor, lanjut lanjut. Masih ada beberapa. Terus ada sesi juga soal how to be a manager that people actually w to work for gitu ya. Ini aku merasa berguna banget as I take on more leadership role gitu ya di kantor.

Eh, dari sesi itu ada tiga eh kunci yang diomongin. Yang pertama itu build trust with team members. Sorry. Yang pertama apa? Yang kedua, pertama build trust.

Oke. Heeh. Yang kedua, be clear with your expectations. Terus, e stop microanaging juga. Kemudian yang ketiga adalah delegate and motivate, gitu.

delegate-nya di-highlight juga kalau delegate bukan cuman hal-hal yang remeh gitu ya, tapi delegate actual meaningful work gitu supaya ee bisa jadi momen belajarlah untuk ee orang-orang yang kita mentor gitu. Terus selain itu ee belajar juga soal ee branding gitu ya, terutama di era eh post authenticity gitu. Jadi diingetin lagi kalau sekarang trust itu atau kepercayaan jadi komoditas yang sangat langka gitu ya karena market yang sudah semakin saturated, influencer ada di mana-mana gitu. Jadi siapa sih yang sebenarnya kita bisa percaya gitu kan. Makanya ee di situ diajarin bahwa ketika kita bangun branding baik itu untuk personal atau untuk company ada empat yang perlu kita pikirin.

Ada humanity, credibility, legacy, and visibility, gitu. Jadi ideally a combination of all those four aspects gitu loh. Alright. Terus Heeh. Sama eh terakhir tadi aku ada ikut juga sesi hari ini soal why the new longevity should matter to your brand gitu.

Jadi tadi dikasih tahu bahwa ternyata para ahli bilang kalau anak-anak yang hari ini mereka umurnya 5 tahun diperkirakan mereka bisa hidup sampai umur 100. Dam. Wow. Damn. 100 tahun.

Oke. 100 tahun. Terus diceritain juga kalau ee karena tadi pembicaranya dari US dan Austral. He. Bahwa orang-orang di US dan Australia yang umurnya 45 tahun ke atas itu punya billions and trillions of spending power.

Tapi lucunya orang-orang ini justru terkadang dilupakan oleh marketers, media, brands, agencies gitu ya. kayak kita terlalu fokus ke demografi yang masih muda. Mungkin Jenzy, Jen Alfa dan lain-lain. Tapi kita melupakan mereka gitu. Padahal sebenarnya mereka itu tadi punya spending power dan punya loyalty.

Yes. Punya loyalty juga ke brand-brand gitu. Oke, jadi kurang lebih itulah yang aku belajar 3 hari ini. Alright. Obviously nanti kita will probably have a different session so you can elaborate more.

But yeah, that's a pretty good ini loh ya hal-hal baru maksudnya even I'm intrigued eh mau dengar lebih banyak eh apalagi any additional observation any people yangfically if you see any you know influencers or any celebrity event anyone itulah prominent. Oke, jadi paling yang mau aku highlight itu di sini banyak banget acara mixers, networking, happy hour gitu-gitu ya. Bahkan di awal di hari pertama itu ada satu sesi namanya turn south by Southwest Connections into real opportunities gitu. Jadi, di situ ada yes, ada beberapa narasumber yang bisa dibilang mereka professional networker gitu lah ya. Mereka kasih tips ketika kenalan sama orang, kalau misalkan acaranya sudah kelar, kapan sih waktu yang tepat untuk follow up supaya orang itu tetap ingat, supaya connection-nya tetap kebangun seminggu, sebulan, bahkan 10 tahun ke depan gitu.

Terus em ada juga eh networking event yang specifically designed untuk orang-orang yang ke self buy sendiri kayak aku gitu. Nah, itu aku ikut tuh itu masuklah ya, very relevant masuk gitu. Jadi di situ ee ya ketemuanlah dengan banyak orang baru terus ee mereka bikinin kayak kegiatan kayak kartu-kartu juga gitu untuk eh conversation starters lah gitu untuk orang-orang yang pergi ke sananya sendiri gitu. Banyak banyak kemarin e di kayak rooftop bar gitu jadi ngumpul sambil ngobrol-ngobrol getting to know everyone gitulah ya. So whatever that you worry about going there alone ternyata banyak kanul.

Oke. Eh eh out of curiosity where are you calling us from? Very quiet. Kok quiet. He I'm calling from the hotel.

Oh, dari hotel. Hotel close by. Is it close by? Yes. Yes.

Kayak cuman 400 500 m lah dari Oh, terlalu terlalu dekat itu. Harusnya sekilo lah. Enak. How's the weather doll? How's the weather?

I weather. How's Sydney in general lah in your opinion? Eh, sangat rapi. Terus ee di sini lagi spring. Jadi, ee sebenarnya cuacanya cerah tapi anginnya dingin ya.

Beli Chili ya. Beli Chili. Ee kebetulan badan kita yang kelurahan ini harus beradaptasi. Iya. Dengan ee angin-anginnya.

Terus eh the ser is very walkable gitu ya. I walk everywhere more than ketika aku di Jakarta gitu. Jadi ya ke mana-mana jalan kaki sehari 15.000 Ibu langkah ada lah. Healthy, healthy, healthier di sana ya. Healthy, healthier.

Luar biasa. Sama. Cuman ee lucunya di sini ternyata toko-toko tutupnya lumayan cepat ya, kayak jam . Hm. Jadi karena memang ternyata katanya orang-orang Sydney, their morning person gitu.

Jadi semua sibuknya di pagi gitu. Kalau malam udah pulang kerja, beli makan langsung pulang langsung sama keluarga gitu mungkin kali ya. Hm. Iya. Dan beberapa Sundays juga banyak yang tutup gitu gitu.

So, it's very different lah sama Jakarta. Iya, biasanya ada tapi ada they dedicate like a day for like late night shopping or whatever like a Wednesday or Thursday random gitu kalau gak salah ya. If I'm not mistaken. I don't know di Sydney. Tapi kalau di Earth biasanya kayak gitu.

Anyway, eh two, do you have any other question? I think for now I'm good. Oke. Eh two questions. Pertama, you think it's worth going?

Should we extend the program into next year? Satu. Dua. Lu masih tetap pulang kan? Asik.

Bukan tiba-tiba enggak pulang gitu. Dibakar gitu paspornya. Di Migran gelap. Yang pertama. Yes, definitely worth it and definitely worth continuing next year.

Eh, ya aku aja terutama aku yang belum pernah ke Sydney ya, melihat kotanya aja itu udah pengalaman baru, udah banyak tuh yang bisa dipelajarin soal itu. Apalagi ke ketika kita ke South BU-nya gitu ee ngelihat event-nya kayak gimana kan lain juga ya kebiasaannya dengan kita bikin event di Jakarta. Kemudian sesinya eh pembicaranya kayak apa sih talking points-nya, how they run things lah. Itu juga jadi pelajaran gitu untuk kita-kita yang di PR. Terus yang kedua kita jawabnya diplomatis apa jujur ya?

Terus eh lu yang yang jujurlah. Asik. Masih tetap pulang kan? Visisanya sih sekali bisa 3 bulan ya, Mas. Gimana?

lah dari sana ya berarti ya 3 bulan eh well pulang dong pulang dong i we look forward to your stories kan nanti eh part of the apa namanya arrangement itu kan youl be delivering some materials for everybody in the office gituitu kan in the hope of relaying some of the things that you learn lah di sana buat yang belum berkesempatan oke thanks for taking the ya kan nanti have you e offline in one of the episodes tapi ya have fun with the rest of the trip stay safe. Let us know if you need anything ya. Take care. Oke thank you Kak and Mas. Bye bye bye.