Capitalism with a conscience
How do you get corporate Indonesia to meet its civic
responsibilities and help the disadvantaged?
It sounds like a variation on the old joke: How do you make
a small fortune? (By starting with a
big one.)
But this question is serious, and a bother to many in
business. One way is to invite executives to a training camp so they meet young
battlers, many with a sad story to tell, but all demonstrating potential.
Showing the corporate world another universe was the idea of
Julianto Eka Putra (pictured, right), head of the Binar Group.
He’s set up a curious enterprise based around self-help training that’s
hemorrhaging money, yet hoping to heal some of society’s wounded.
For some the US-inspired motivational industry is snake oil,
cherry-picking winners; others believe it inspires those needing a
hand-up. If you’re in the latter and
larger group then Julianto’s your man.
Clearly he’s a hot salesman. He can bang off a stirring speech without notes and lace it with
homely anecdotes. Despite a pudgy frame and looking nothing like the archetypal
executive he has enough energy to nudge the reluctant and disarm the skeptics.
He also has a powerful belief in himself, a quality vital
for any entrepreneur. Apparently it
wasn’t always that way for the son of a Surabaya jeweler. “At school I was the ugly duckling,” he
said. “I found it difficult to attract
girls, I’ve got dark skin around my neck and some thought I was dirty.
“I got into fights but realized I was heading in the wrong
direction. Once I’d set myself goals
and did better than others through hiking and study I found my self
confidence.”
Unlike many who have made serious money in a short time he
tends not to be defensive, or dismiss the importance of tertiary education
“About 10 years ago I was ready to retire,” he said. “I was earning up to Rp 20 million a month
(US$ 2000). I thought it was time I relaxed and enjoyed life.”
He was just turning 30 and scoring well selling honey
through multi-level marketing. As a
franchise boss he could afford to slip down the gears. But on the way to
checking the world’s top resorts he stalled on his conscience.
“I was praying and suddenly realized God had given me almost
everything I asked for – yet I’d given nothing in return,” he said. “I felt I
was a very bad person.
“While presenting a motivation session before 2,000 people
in Surabaya I announced that within ten years I’d set up a free school. I don’t know why I said that – it wasn’t in
the script.
“My wife and staff were angry with me – but I had to keep my
word.”
With a no-interest loan of Rp 5.3 billion (US $600,000) from
a Singapore business friend Julianto bought almost eight hectares tumbling down
to a turbulent river at Batu, the hill town above Malang in East Java.
Some are orphans and have had a tough life. About ten per cent pull out, but the rest
seem to be shining and proud to show off their talents, including dance,
theatre and high-level English.
Their chance comes on weekends when employees are sent to
custom-designed training programs by companies with problems These usually include low staff morale, lack
of direction and communication breakdowns.
Motivational speeches, obstacle courses and physical
challenges are supposed to build trust and get participants into a different
mindset. Meeting the students and
hearing their stories opens doors to another world.
Karnaka, the managing director of Malang manpower agency PT
Binamandiri sent 15 employees to the two-day course this month (March). He
plans to expand his business interests and wants a change in workplace culture.
“Everyone seemed to enjoy it and at Rp500, 000 (US $55) a
head I’m getting value for money,” he said after jumping around with his
workers to brain-fracturing music.
“We’ll wait till later to see if it’s effective.”
The fees for the business training, programs for schools
called Kampoeng Kidz, or just taking a break on the property (rates start at Rp
175,000 (US$20) a night, are used to subsidize the free school and its 100
students from across Indonesia.
“We’ve paid back all the loans but need to earn about Rp 350
million (US $4000) a month to meet costs,” said Julianto. “However we’re only getting Rp 200 million
(US $22,000).
“The subsidies have to come from my company PT Menuju Insan Cemerlang (MIC), one of five in
the Binar Group. We have 160 offices –
but we’re not like (prominent politician and rich-lister) Aburizal Bakrie.
“MIC handles financial planning and real estate. We publish and have the rights to translate
the works of John C Maxwell (an evangelical American author of around 60
motivational books). These have been best sellers.
“I’ve also written Anda
ingin Sukses? (Do you want Success?) and featured in another with (Muslim
televangelist) AA Gym.”
Like the easy read self-help books there are plenty of
quotes and slogans on the bamboo walls of the teaching areas at the Batu
property. Many are in English, like
Miracle, Faith, Action and Pray, giving the place a heavy Christian revival
theme.
Julianto and his two main colleagues are Catholic so
inevitably rumors circulated that they were ‘Christianising’ Muslim students.
Julianto said that last year an Education Department inquiry cleared the
school.
Then the allegation
changed to communist indoctrination; the reality is that it’s pushing
capitalism, albeit with a benign nature.
“I accept that some will never become entrepreneurs,”
Julianto said. “That’s not their
talent. The objective is to train
people so they reflect on their lives and realize their potential.
“I ask the students to talk to the business
participants. It’s not exploitation, it
helps give them confidence and if they have that they can do anything.
“If they share their stories they will bless many people.”
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