Your current Caribbean Island infrastructure is a product of your aspiration

During our latest marketing meetings we have been discussing the current state of our Islands infrastructure and how this affects tourism. More and more we have been getting reactions from tourists that our Island is losing its identity and becoming a destination just like everything else. We have the same architecture, the same franchises etc.

The internationalization (Americanization) of our Island can be considered both a good thing and a bad thing. Some people don’t like to find things they can find back home and others appreciate the comforts provided that are “just like home”. Fact is, we can’t change what we are right now. Problem is that we could end up in a “blame game” pointing fingers at who is at fault for letting our infrastructure develop into what we have now.

English: Logo for Esso (Photo credit: Wikipedia)

In my opinion we are all responsible for our Islands infrastructure, design , look, feel and development. As a small Island we have been influenced strongly by neighboring countries and cultures. Especially the U.S.A. This is mainly the result of Aruba housing one of the largest oil refineries in the Region from the 1920’s to the mid 80’s. This refinery was run by Esso, a large US corporation. Esso invested large amounts of money into the Island and trained most of its local workers. They even built a colony for its expats which was a copy of what they had back home. These factors determined the aspirational benchmark for locals. This went on even after the refinery lost its importance and during my youth in the late 80’s through the nineties.

The point I am trying to make is that we were looking at the US as a target. A target for how we wanted to design our world (Island).  Whatever we saw on TV or in the movies, was something to aspire to and all local things became inferior or not worth it (in our minds). I remember when I was a little kid, we would rent videos that were just cartoons that were recorded via Satellite dish TV (by the few people who had one).  These videos included the commercials, mostly of toys. And our desire for these  toys grew and all the American brands such as Mattel, Hot wheels, Tonka and Fisher Price became “wannahaves”.  The same happened to our parents and ourselves when we turned adults. At some point I remember how proud we were to be able to tell a tourist that we have all the popular American fast food chains on the Island. This made us modern, and we felt that we were part of the developed world. We aspired to be like the US, and we made sure that our Island was developed in just that way.  

Currently a trend in tourism is “authenticity” and culture. Tourists want to escape what they have at home and experience new things and exotic cultures and locations. This puts us in a slight disadvantage, as we have been building and designing our Island to be a kind of copy of Miami.

Funny thing is that through social media I am seeing that especially my generation (30 -40 yrs.) is longing for originality, typical Aruban Nature, architecture, products etc. And we are all now complaining about the “Americanization” of our Island. Point is, we al wanted to be like that…..so we have only ourselves to blame. And yes, I mean you, all of my fellow Islanders who used to be brand conscious, and behaved like we were in a perpetual “saved by the bell” kinda world or teens wearing sporting goods of US teams that we have never heard of or seen playing and as if we were walking the streets of New York. Did we not all want to go shopping once a year at all the Malls in Florida? Well, that’s how we ended up with an Americanized Island.

So we should stop complaining and make sure that if we are now into different things, such as local criollo and typical things, we just have to do it. Restore your grandparents cunucu houses instead of building something new, Start making pan bati instead of driving to Wendy’s drive through. Have a beer at your local rum shop instead of going to South Beach. Teach your kids to play marbles (kiniki) instead of taking them to watch  cars, Toy story etc.

We are all responsible for what and where we are now. If we want to change…..we just have to be that change.

Current affaires, business and The Caribbean

The largest Tourism show (ITB Berlin) in Europe just ended. On the second day, we received the sad news about the situations in Japan. However, business went on as usual. I was at the Aruba stand handling a full agenda of meetings and appointments. Things for Aruba are looking good. A small part we play in what is keeping this world go round.

Going into the ITB my head was full of chatter and thoughts. It was a cocktail of recent privatisation/re-organisation, marketing plans, budgets, happy and not so happy people, The Middle-East, local politics, a sick grandmother of 92, contract negotiations, cash-flow problems and my personal stuff.

The world does not show mercy on you, this is life. The Dharma, the one truth, the one and only law if you will. In western terms: These things come with the job. Then watching the images from Japan on the news, puts things back into perspective. Don’t take life and yourself too serious, it is all impermanent.

Nevertheless all these things can get to you and cause some stress. So….how to handle this the Caribbean way?

Currently, the Caribbean has this romantic and exotic image of bei

Image via Wikipedia

ng the most relaxing and fun place on earth. Has it always been like this? I have read and learned a bit about our history. Not so relaxed and fun at all. Slavery, bloodshed, genocide, disease, racism and exploitation. Some of these still go on, however, in comparison, it is much better now.

One of the Caribbean’s greatest heroes, Toussaint l’Ouverture, has been through similar situations as I am encountering now (not that I can compare myself and my situation with him, but at the basis it can be compared a bit).

Toussaint did what he believed in and he was pushed by goodness and love for his people and country (and by people we are talking all races here, he did not discriminate). He came from nothing and grew to become a loved and respected General (also feared by his enemy). It is said that he did sleep only 3 – 4 hours a day while carrying out battles, thinking of strategies, running the country (Haiti and at some point the Dominican Republic as well) and taking are of his family. His life drifted through bloody periods, then prosperity and bloody again. In the end he died alone and forgotten in a dungeon far away from his beloved Caribbean.

Reflecting on this I sometimes think about what I am doing and why I am doing it. The same reasons Toussaint did. Will I gain glory? Will I go down empty handed and be forgotten?

The Caribbean way tells me that the reasons mentioned above should be enough. Glory is secondary and not real. All is impermanent. Surprisingly these things are also taught in Eastern/Asian wisdom. I’ve practiced and learned a bit of Japanese Zen Buddhism for the past years and therefore it helps answer my question:

What is a Caribbean boy into marketing to do amidst all these current affaires, pressures and life? What can I do to help?

Take it day by day, be driven by the love of what it is you are doing and never mind the rest.

It might not be a practical consolation, nevertheless….to all our Japanese brothers and sisters….. you will manage and get out of your current situation.

As Mr Paulo Coelho says: the one who fights a good fight on a daily basis will be redeemed.

Never give up, keep on going, one love …from the Caribbean 2 the World/Japan/New Zealand/Haiti/Libia/Tunisia/Egypt/Zimbabwe…./…./…../…..

Related articles

• Op-Ed: Davidson Toussaint on Why Tourism Is Not Unrealistic For Haiti

• A Tsunami Could Hit the Caribbean (repeatingislands.com)

Don't succumb to stress, reflecting on your business or career the Caribbean way

There is a reason people in the Caribbean do not have a lot of problems with stress. we take things easy. Although this is regarded in some cultures (western capitalist) as not being professional, it does have its advantages. The current trend is: being able to adapt your professional life to your private lifestyle. The younger generations are combining these more easily by the day.

Ancient wisdom, religions and sages always recommended to be still and listen to your surroundings. Now if you work in the Caribbean you have an advantage. My colleagues for example have offices with ocean view. Talk about being blessed. However, this can also be applied in other regions. In Holland where I live, there is a small park nearby with a little lake. When weather allows, I often go there and take my 30 min. break. The Challenge there is to switch off for a while and look to what is there and "listen". In reality nothing really happens. The birds and ducks just look at you for a second and go about their business. However, it creates space for creativity and good business ideas and solutions.

What does this have to do with the Caribbean? I hear you think. Well, nothing and everything. We Caribbeans have limited ground space and often gaze at the ocean out of lack of Panoramas. It is my unproven conclusion that this might be one of the factors that gives us the tranquility to take things easy and someway somehow manage to do good business with the rest of the world. We are, still one of the most desired Holiday destinations.....

Our gift to you:

Related articles

• High Season in the Caribbean (pilatesandreikiinparadise.com)
• 10 Budget Caribbean Islands (PHOTOS) (huffingtonpost.com)

What they don’t teach you in Marketing class

Marketing is a widespread “phenomenon”. When I started my studies, it was still relatively new and specific. Nowadays, it seems, everybody is a marketer. Or at least feel they are. I remember one professor telling us: “forget everything you have learned, throw away all your marketing books. Just use your common sense”. Marketing for him was 90% common sense and 10% application of theoretical knowledge. (just like Yoda tells Luke Skywalker in Star Wars: let go of your feelings….feel the force).

In many ways I do agree with him. There are many people out there who can be considered marketing geniuses, without having a formal degree in marketing. But, for all us “licensed” marketers, these can be some comforting words. I think it was in Tim Harfords book "The Undercover Economist" where he said something like:
I might not be as good as Einstein or other famous people, but at least I do the best I can at what I do best, and that is my contribution to this world

Lets look at the classical marketing approach of 80-20. Try to achieve 80% of marketing goals by using 20% common sense or theory? It will bore in the likes of around 70 - 30. In any case, just apply the percentage-mix you feel works best for you. This is what they don’t teach us in school or marketing courses.

Every person who has endured, survived and accomplished any kind of marketing course is sent into this world with a manual of theories, models and other stuff he or she can apply. This is always very noticeable with newcomers in any organisation. They start right away applying some model in order to achieve a goal which it should lead them to. This is all very good. That’s why they learned that stuff and why they have been hired and everybody is happy (at least that was in a nutshell my first start at where I work).

Then after a while you start noticing that your knowledge and implementation of these models mixed and based on common sense…..don’t always get approval. Something is wrong. The model indicates that in situation A one should apply model X and based on market trends, data and statistics, the logical outcome and therefore action should be AX. Still you meet resistance and negative feedback. How do you deal with this? Nobody taught me this in school?

Marketing, for a large part is what some call: “a people’s business”. And whilst theoretically we have been thought what the definition of People’s business is, we have not been trained on how to deal with this when things don’t go as planned.

Many times there are different people involved in determining the decision or direction of a marketing objective, strategy or tactic. They all have their own respective common sense, knowledge and experience. However….it’s a people’s business. They also have their own interests and desires that get included into the equation. Sometimes these “personal” factors defy common marketing sense and any existing model or theory. Yet, depending on the person, they can be very decisive in determining the chosen direction. As a marketer caught in the middle one should also have a certain level of political and diplomacy skills. How to reach a consensus where common marketing sense, partly based on facts and figures, can still please some of the personal desires. Sometimes it takes a little bit of pleasing in order to get the big plans rolling.

Scene in BBC's mini series ROME. Where Mark-Anthony and harras Octavian (Julius Ceasars Heir) for having pleased the poor people. However, Octavian sees the bigger picture:

Mark Anthony: What have you done?

Octavian's mother: What is the reason of this? You are giving the plebs their money!!
Octavian: I have promised it. I am sorry I have not told you before, I knew yo'd object. I have decided to enter public life, and this is a great way to introduce myself to the people.
Mark Anthony (very angry): That will be seen as a direct challenge to ME!
Octavian: Yes...but that isn't y intention at all. I suggest we make a public display of unity. That when you leave politics and I step in, you will be protected by me from your enemies in the senate. And I can provide that.
Mark Anthony: Who the **** do you think you are?
Octavian's mother: He does not have the money.
Octavian: I was able to borrow it in advance of my inheritance.
Octavian's mother: ...How much..did you borrow?
Octavian: Not much in the grand scheme of things?
Mark-Anthny:..How Much...?
Octavian (calmly answers): 3 million sesterstius

Here Mark Anthony and Octavian's mother completely flip out. Because that was a substantial amount of money back then. And to just give it away to the poor people.
Octavian's line always stayed with me: "Not in the grand scheme of things". He went on being one of the longest sitting roman rulers and set Rome on a course of prosperity.

As a marketer, one should always keep the end result in sight. It is essential that you create a track record of achieving results by keeping your focus. Because you can please people as much as you want, but at the end of the day, if you cannot deliver results all the pleasing has been in vain. And in the big bad business world, your actions to please can be easily set aside as being: It’s business…nothing personal. So even if you get fired, your achievements will not go un-noticed and will help you get back on your feet.

It is essential that you develop a 6th sense, if you will, for knowing exactly how to determine your marketing decision mix (based on facts vs. based on pleasing key people). This can only be achieved through experience. If someone wrote a textbook on this and schools started adding this to their curriculums, it might help a bit. But reality is never as exact as books make you believe.

So again, what my professor told me a couple of years ago is very useful:
“Forget everything you know and learned about marketing. Use your common sense”.
Determine for yourself why and who do you have to please and to what extend. Whilst never betraying your true marketing sense and instincts (integrity) for achieving real results.

And as Sir Richard Branson says: everything is allowed, as long as it is legal.