13 October 2014

Why Apple is beating Samsung, Mencius has the answer!

The release of Apple iPhone 6 that caused big profit pressure the successful Samsung shows the applicability of Ancient Chinese Wisdom of Mencius who said that "Timing looses to Terrain Advantage and Terrain Advantages looses to People's Support".
The major business news on 6-7 Oct 2014 was "Samsung Electronics has forecast a 60% fall in quarterly operating profit from a year ago because of slowing Galaxy smartphone sales." Practically all reports gave the reasons for the fall as the release of Apple iPhone 6 for the high end smart-phone market and increasing competitions from the low-end smart phone from Xiaomi, Huawei of China and Micromax of India. The fall was not due to lack of effort from Samsung during this time. On the contrary, Samsung has anticipated iPhone 6 release and have introduced many new products like S5, Note 4 and many low end models as well. Why then are they not successful? What can we learn from this? What should Samsung do win back? I think Mencius 孟子, a Confucian Master, about 2000 + years ago has the answer.

《孟子 ‧ 公孫丑》 The Book of Mencius, Chapter Gong Sun Chou 
  1. 齊人有言曰:「雖有智能,不如乘勢;雖有鎡基,不如待時。」
    The Qi people has a saying," Having wisdom and capability is not as good have riding the advantage of momentum; Have the farming equipment is not as good as waiting for the right time and season".

    This saying highlight the importance of Momentum due to the shape of the terrain and the seaonal timimg. Just having the resources of wisdom and equipment are not sufficient to ensure succcess.
  2. 孟子曰:「天時不如地利,地利不如人和。」
    Mencius said, " Having the right season and time is worse than having the terrain advantage. Yet having the terrain advantage is worse than having the harmonious support of people."

    This saying rank the 3 key factors of Seasonal Time, Terrain Advantage and People Support with People Support as most important, then Terrain Advantage with Seasonal Timing last.
1. Apple iPhone Set the New Wave - Got the Right Timing. 得天时

When iPhone was first released in June 2007, there was no competitor. Nokia and others were still producing PDA-phones. (Smartphone is a misnomer. iPhone is actually a cloud-device, for connecting to the cloud of knowledge and social network of people. Nokia PDA phone is for managing the personal things of calendar, contacts, and data). The Android partnership that include HTC, Sony and Samsung was only formed in Nov 2007. The first commercially available smartphone running Android was the HTC Dream, released on October 22, 2008. Apple iPhone has a lead of at least a few years. Many consumers were just finding out the difference that iPhone brought to them.

2. Samsung Got the Terrain Advantage - 得地利 
Though the Android phone missed being first, but many of them working together, they are able to produce products with many more features and released them faster and earlier than Apple once they caught up with Apple (may be 2 - 3 years after iPhone 1st release). The eco-systems and supply chain of the Android camp are perhaps more efficient than Apple. However, I had the suspicion that it was not Apple's inability to add features as fast as the Androids but rather, Apple wanted to skretch the life of its products and make as much profits as possible. We known that only Samsung made good profits but LG, HTC, Sony etc were not doing well despite the rise of Android phones due to various reassons. Android phones took the largest share, pushing Apple to 2nd but the victims were Nokia, Rim's Blackberries, the WebOS phones and the WindowCE phones.

3. Apple is the People's Choice Brand - 得人和
It is amazing that Apple only did less well in the times of the rapid growth of Samsung. They continued to make good profits. Apple could take their time in releasing the market demand for larger screen phones, the 5-6 inch ones. Once Apple release the larger screen iPhone 6, the order for the phone broke all records. It even caused the profit pressure on Samsung. It revealed that Apple customers are willing to stick and wait for Apple. How could it be so? It is because Apple does not just make products, but rather make products that touch the heart and desire of the its customers. See for example the mission statement of Apple in What and Who has the Best Mission Statement?
I summarized it as "we simplify and perfect our offering to enable people to have delight, surprise, love and connection." Consider Samsung's philosophy of "to devote our talent and technology to creating superior products and services that contribute to a better global society and to have the power to enrich lives." It sounds great but is very vague.  Which one can you relate to better?

The company that has the heart of the people is able to out do those only address the rational needs of the people.  If you only address the rational value and not the emotional and identity value of your offerings, then you get involved only in the price sensitive for features war. This is exactly where Samsung got into trouble. Its low end products are out competed by the China and Indian brands and its high ends are cornered out by Apple. Apple is selling style, class, fashion, elegance and ease of use. Samsung is still in the features war! Apple should never sell cheaps because cheapness is against the identity of Apple Brand and People's true desires.

See also:

  1. Understand Innovation's Value and Behavioral Econm...
  2. The Twelve Truths of Innovation
  3. Understanding The Smartphone Battle – Rise of Apple...

Lim Liat (c) 12 Oct 14

08 October 2014

What and Who has the Best Mission Statement?

A mission statement must be inspiring to begin with. It should be shown and not just tell. It is best internalized and entrenched. It is shown in the products and services offered. Hence, customers can tell you what your real mission is, Apple is one that achieve the highest standard in inspiration and showing of their mission. We can also learn mucth from the Apple's mission too,
A mission statement is about the purpose of your existence. It is your identity and the value that you provide to a particular group of people. It gives meaning. It should be inspiring. It differs from Vision statements. Mission is about why whereas Vision is about what at some future point in time. Vision explains what your mission looks like to internal and external people. Values are your key believes that shape your decisions and behaviors; those important qualities and moral standards that define who your are. Getting back to mission, a mission statement must also be inspiring.

Recently, Li Ka Shing, Asian richest man, was reported in ZaoBao of 8 Oct 2014 (Chinese Newspaper in Singapore) that he liked a particular quote in the book "Little Prince" by Antoine de Saint-Exupery. The quote is:

  • If you want to build a ship, don't just drum up the men to gather wood, divide the work and give orders. Instead inspire them to yearn to set sail for the endless sea.
He further said that if the society can be inspired to set sail for sea, then an Asian Silicon Valley will appear. Hence, we can see the importance of the inspiration in a mission statement. It is of course very sad to see most companies, even the large listed companies, have mission statements that are vanilla statements of what they do. They are just making a living rather than impacting the world.

In Sun Zi's Art of War, the first of the five factors for winning war is 道 Dao, the mission and values of the people. Sun Zi explained Dao as the one that unite the top and the bottom so that they can bravely live or die together. Unity is one of the 5 keys for winning that he emphasized again in the later chapters of his book.

Show, Don't just tell.
If you try to look for Apple's mission statement, you will not be able to find it even in their website or their publicatioins. However, I believe, Apple's Mission is personalized and personified in Steve Jobs. "Making a dent in the universe" is one of his famous quote. He had over the years, created the unique Apple culture that reflected its mission. Steve Jobs believed in showing rather telling. This is in fact a great teaching of Lao Zi. In Dao De Jing chapter, we find the following statement:
  • 是 以 圣 人 处 无 为 之 事  行 不 言 之 教.
    Therefore, the saints do things that violate not the nature order. They are to teach without words (i.e.  teach by examples. The exhortation is not about not to teach, but to teach rightly, by being the model for others to follow). This teaching without words is repeated in Chapter 43.
The mission is not taught but caught and is shown in the way the staff work and in the products and services that they offer. 

Nevertheless, Apple did begin with a mission statement, in 1980s, as
  • “To make a contribution to the world by making tools for the mind that advance humankind.” 
But once the mission is internalized, there is no need to state it explicitly.

Internalized and Entrenched - The Culture
Mission statement must be implemented in the company policies, procedures, practices and systems. Also in the building design, office layout, retail space deco, the vehicles and everything else. It takes time and effort for the staff to internalize the mission and for the mission to be entrenched in all the practices. In the long run, it creates the unique culture that give its the competitive strengths. Technologies can be bought, practices can be copied, but culture cannot be easily copied.

Customers tell you your real mission.
The mission best shown in the products and services that the company offer to its customers. Customers are the ones to tell you accurately and truly about your mission.

What is the Apple mission statement? What words come to your mind when you think about Apple?
Simplicity, Elegance, Beauty, Wow, Eaes of Use, Fashionabe, Stylist and Classy, even Sexy. You are right. Those are the key ingredients of Apple's mission. The true mission of a company is in its Brand. Brand is not what you claim but what customers say about you from their experience with you over a long period of time. In short
  • Your true mission is not what you say but what customers say!
My mindmap of Apple's Mission:
Apple's mission can be found, indirectly, in Youtube videos on "Apple - Design by Apple - Intention" and "Apple Ad - Our Signature". Apple called their mission statement, intention and signature. Indeed, your signature is your identity which is also your mission.

Notice that the value that customers appreciate is in how they feel about your products and services. It is all about creating a wow experience that get the customers to ask for more!

Lim Liat (c) 8 Oct 14