Tony Fernandes's top 10 tips for
entrepreneurs
1) You don’t need to know everything
I came from the music business. I knew
nothing about planes. To all the entrepreneurs out there, you don’t need to
know everything about what you want to do. It’s all about the idea, it’s about
passion, it’s about implementing it.
2) Just do it!
Don’t let anyone tell you that you can’t do
it. You’ve got one life, so you can’t press the rewind button and say ‘I wished
I had done that.’
So I recommend to all of you out there,
just do it. Live your life to the utmost, be positive. If you fail, at least
you have tried.
I have failed miserably at Formula One, but
I have no regrets because I got to stand with the greats from Ferrari, McLaren,
and others.
3) Passion is a key problem-solver
Dreams do come true. Don’t worry about
failure. You have one life, make the most out of it. Nine times out of 10, if
you have the passion, you will find a way to work through it.
4) Invest in marketing
If you have the greatest idea in the world,
please, please, please put some money on marketing. This is because if you don’t
put money on marketing, nobody is going to hear about your great idea.
There are so many great ideas that never
took off because of a lack of marketing.
Marketing is not about the dollars, it is
also about public relations (PR). In AirAsia, we had no money. So I ran around
with a red cap on and said controversial things so that the press would always
take a picture of me. That was our marketing in AirAsia’s early days.
We have been through so many issues, and
marketing played a key role in overcoming them.
Remember SARS (severe acute respiratory
syndrome)? At that time, nobody wanted to fly; we all thought we are going to
die.
Everyone cut their advertising, but I told
my guys not to cut because this was the best time to build our brand. In fact,
we tripled our advertising and everyone looked at me and said, “Are you on
drugs?” I said, no, it is the best time because no one else is advertising.
When the first Bali bomb attack happened,
everyone cancelled their flights. I said to the guys, we cannot let the Bali
route die. We must continue to fly.
So we came up with ‘Love Bali’ campaign,
giving away 10,000 free seats, and it worked. All 10,000 seats were snapped up
in like under one minute. And all those who got those seats told all their
friends about it on social media. Your best advertisement is your customers.
5) Leverage social media
When Malaysians get a good deal, they will
tell the whole world about it. So the 10,000 people who went and had a good
time in Bali, told 10,000 people that they had a good time. That was the early
gestation of AirAsia’s social media.
We realised the power of social media very
early on, so when Facebook and Twitter came up, we latched onto them. We were
early adopters. We now have 32 million people on our various social media
platforms, and 7 per cent of our business comes directly from social media.
The Bali campaign taught us that our best advertisements
are our customers.
6) Don’t be scared of complaints
Complaints are actually free market
research. Someone took the effort to write to you to tell you where things went
wrong and how they should be improved. These are things that companies pay a
lot of money for consultants to tell them that same thing.
So we treat every email preciously.
7) Focus on one image when it comes to
branding
During the early days, there was the word
‘AirAsia’ and a logo of a bird in our branding.
If you look at the top brands in the world,
there’s only one image that comes to your mind. When I say “Shell,” you think
of the Shell logo. When I say “Coca-Cola,” you think of the word ‘Coke’ in
italics, and when I say “Nike,” you think of the swoosh.
So, back to our earlier AirAsia brand, we
said drop the bird – we felt it was facing the wrong way anyway – and we used
‘AirAsia’ as our logo. Just one image. Why spend double the money to promote
two images?
We also dropped the blue and the green
colours. I tried very hard not to go with red, because everyo
ne thinks that I want to be Richard Branson
[the Virgin Group founder and Fernandes’ former boss] ... but it was the best
colour, so we picked red.
So yes, the colour does make a big
difference!
8) Go on the ground
What I used to do – although I don’t do
this anymore – was that once a month, I would carry bags, I would be a cabin
crew [member], and also at the check-in counter.
I did this for two reasons. The first is
that you can’t be an effective CEO (chief executive officer) unless you go on
the ground to experience the real situation.
Here’s a true story. The baggage handling
team told me that they needed belt loaders. I told them, “No, we can’t buy that
as it’s too expensive.”
So one day when I was tasked to carry bags,
they put me on one of the Indonesia flights. People who fly with us generally
bring their house with them, but people who fly to Indonesia bring their
neighbour’s house as well!
So there was a lot of bags. I broke my back
in the process, and I told my team that they were right and I was wrong, and
let’s buy the belt loaders.
If I didn’t do that [go on the ground] and
just sat comfortably in the office, I would have made a wrong decision, damaged
a lot of bags, and probably started a union.
The second reason [for going on the ground]
is that I wanted to look for talent. I wasn’t looking for the talents from
Oxford or Cambridge, I was looking for the Grade 3 SPM [O Levels equivalent] kind
of guys who needed a second chance.
9) Never underestimate the potential of
your staff
I broke all the rules in terms of hiring
people. To me, as long as you have a dream, you can do anything.
There was an ex-cabin crew member – she
came up to me one day and told me that her dream was to become a pilot. I told
her to go for it.
Then she called me up one day and asked if
she could take part in the Miss Thailand [beauty pageant], and I told her okay,
as long as I get to use her photographs in our marketing materials.
She won the [Miss Universe Thailand]
pageant and recently became a captain – so we are the only airline in the world
with a Miss Thailand flying with us.
The moral of the story is that we have such
a flat structure that she was able to tell me what her dreams were, and we were
able to make a raw diamond into a diamond.
Another one of my boys, a baggage handler
in Kuching, told me he wanted to become a pilot. I told him to go for it. He
passed all the exams ... he had the top marks in the flying academy. Today, he
is a captain.
We have many of such stories at AirAsia.
Your biggest assets, besides your ideas,
are your people – because at the end of the day, it is the people who will
deliver your ideas.
10) Data is king
We have a huge amount of data that we don’t
know what to do with it, but everyone else wants our data ... so we figured it
must be something very valuable and there must be an opportunity there.
www.digitalnewsasia.com
By: Azrim FinancialDiver
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