follow up to the successful dutch edition · true. that wish should actually be a heart's...
TRANSCRIPT
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FOLLOW UP TO THE SUCCESSFUL DUTCH EDITION
INTERNATIONAL
EDDY DE HEIJ
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COLOFON Eddy de Heij In cooperation with Wouter Sluis, graphic art Phil Hemmis, photo editing Ankie Vytopil, text and realization John Merrell, text advisor ISBN/EAN: 978-‐90-‐824934-‐1-‐2 © 2016 All rights reserved Zo Media Group Publishing | Barcelona Also available in E-‐book | bovengever.com
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THE BOVENGEVER*
For Diego & Eliza
* The term Bovengever is pronounced as follows: Boven as in over with a B, gever with a hard g as in Go and a rolling r at the end. The term was first used in the Dutch edition in 2013
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EDDY DE HEIJ | SERIAL ENTREPRENEUR | SPEAKER Eddy de Heij has over 20 years international -‐ Amsterdam, Buenos Aires, New York, Santiago de Chile – overall media experience. Residing in Barcelona, he combines his knowledge of offline media, with great expertise in the Digital World. This dynamic mixture ensures that companies can be provided with a tailor-‐made strategic media advice. Eddy de Heij invests through his holding company, also called 'The Bovengever', as such. He participates in the Zo Media Group, DataEnzo, Planet 360 Media Group (China) and a few Tech/DSP companies in Amsterdam and in New York.
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PREFACE The birth of a company often begins with finding a company name. The Bovengever seemed appropriate to me. It is a strange word that does not even exist, but in Dutch it is meant as the opposite of a traditional Entrepreneur. In our business we did things a little differently. We worked and reacted more from gut instinct than on the basis of knowledge or experience, and it worked. We often heard that our way of doing business is not the usual way. That’s when I proclaimed: That's right, because we are Bovengevers. When the question came: What is a Bovengever? I could not explain it in words. This book sheds light on the way we think and act. It explains what inspires us. I hope you like this book. Maybe you will appreciate our ways. Or maybe it just confirms that your own ways work much better. Because a real Bovengever never takes things for granted, he is always open to other opinions! By the end of this book, I hope you know exactly what a Bovengever is, no matter the language you speak. Eddy de Heij | Seny Pit y Collon
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WHAT IS A BOVENGEVER? We, that is a group of people working in a business environment chose to keep a certain distance from the standard definitions of the term Entrepreneur: *
*Entrepreneur: Irish-‐French economist Richard Cantillon defined it first (in 1755) in his Essai sur la Nature du Commerce en Général, or Essay on the Nature of Trade in General):
“a person who pays a certain price for a product and resells it at an uncertain price: making decisions about obtaining and using the resources while consequently admitting the risk of enterprise”
These people found that this description was not a good reflection of their perception of their own work. Some important aspects were missing: their feeling of connection to the work they do, the creativity involved, the commitment involved, and even the investment in time and money. This is why they decided to invent their own definition for their work. These people have become so-‐called Bovengevers. I GOT A STORY TO TELL | Notorious B.I.G.
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HOW DO YOU BECOME A BOVENGEVER? In the business world you will find many people who teach us how to conquer the market, how we can persuade our customers with smart tactics, quick sales and promising offers. But sometimes you wonder if this is really what you want. You want to consider the market as a whole, as an environment in which you play a role. So you gradually develop an antenna for the effects of your work on others; on the client, on the whole system. You do not want to wear out your resources. You want to avoid harming people. You want it all to remain well preserved. After all, you want to maintain a certain balance. You don’t take goodwill for granted; so gradually you will become a Bovengever. A Bovengever is a mindful person. Some questions are always on his mind, questions such as: • What are the consequences of the use of my services? • Do I make the client and my team happy with this? • Should I maybe make my proposal a bit more durable and
more useful than requested? MY PHILOSOPHY | KRS-‐One
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ANYTHING ELSE, SIR/MA’ AM? The way of life in the countryside differs from social life in the city. Different cities also illustrate the differences in the way people deal with each other: The Hague is not like Amsterdam, and New York City is not the same as Los Angeles. It can be liberating for a country man to notice that in the city people approach you in a different way, that in the big city the way appointments and deals are made, differ from those of small communities. Still, we love to think back to our younger years in a small town in the Dutch countryside. The ties are closer. One typical example of Dutch village culture is to be found at the butchers, where there is always a slice of sausage for a young customer. You know the procedure; you learn that you do not ask for a slice. You wait. And you say thank you as it is handed over to you. This is how a faithful customer is made! THE ROOTS OF EDUCATION ARE BITTER, BUT THE FRUIT IS SWEET | Aristotle
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THE CHAOS THEORY People who work in a digital & data environment with the application of exact science at every corner sometimes get lost in their own labyrinth. Their tendency to approach every problem in a structured way can create havoc in their hardworking minds. Perfectionists analyze as long as necessary until everything has been calculated up to the tenth decimal place. They get tired, they worked until midnight to get everything so systematically ordered. And yet it seems that not all is well… Then there is a tap on the shoulder. Someone opens a window in the office, allowing fresh air into the room. A voice asks you how you're doing, wants to know how you feel about the job that you just finished, and he or she asks: Tell, me are you satisfied with your work? Let's go for a walk, I think you're ready for a good dose of chaos! CHAOS IN THE MIDST OF CHAOS ISN’T FUNNY, BUT CHAOS IN THE MIDST OF ORDER IS | Steve Martin
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50 PER CENT OF THE BUSINESS IS THE BUSINESS This title raises questions about the other half of the business; it seems, we must do our best in a different way. What does that mean? To find the answer, you only have to think back to the last time you enjoyed dealing with someone. It does not matter whether it was the postman, your neighbor, or a colleague at work. What was enjoyable about it? Why do you remember it? Often it is a matter of personal attention. Eye contact. Paying attention. So, as you finish your mail message with a cordial greeting, take a moment to think of this person, consider this mail message as a means of having a contact. The result may be that you allow fewer spelling mistakes in your email messages, or that you think a little longer about the possible impact of your message. I'M NOT A BUSINESSMAN, I AM A BUSINESS, MAN! | Jay-‐Z
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PERCEPTION > QUALITY The Bovengever works in an office that looks like a loft. Brick walls, lots of room to walk around in, room for improvisation. Open workspaces, flexible hours. The firm is, after all, a creative business. What the Bovengever does not show is the product itself. The product is a stream of messages for some clients. For others it is a flash of information that appears on laptop and mobile screens. It takes a specialist to make it work as requested by clients. This is where Quality is written with a capital Q. We have to deliver. However, the client has to trust that our specialists will live up to their promise. That is where the Perception part of the equation comes in. Not only do we have to deliver, we also have to make sure that the client perceives the process and the product as up to his standard. It helps to be helpful, kind, pro-‐active, well dressed. It most certainly helps to listen. FACTS MATTER NOT AT ALL. PERCEPTION IS EVERYTHING. IT’S CERTAINTY | Stephen Colbert
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VIRTUAL SHARES The Bovengever wants those people who work with him to understand why they work the way they do: with the right commitment, initiative and sense of responsibility. The Bovengever welcomes new arrivals in the company with a critical mind: he does not recommend anyone to work for him unless there is this proper commitment, initiative and sense of responsibility. It would simply be no fun for them. Our experts have to be able to work things out by being creative. The Bovengever can be harsh when things do not go the way they should. And yet, the group is growing steadily and there is no talk or discussion about leaving the company. Everyone looks at his own performance with satisfaction. As we grow, they grow. These achievements are rewarded with virtual shares and with the prospect of a long and fruitful employment. EVERY ADVENTURE, UNIQUE AS IT APPEARS TO BE, TOUCHES ALL HUMANITY INVOLVED | Jean Paul Sartre
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DREAMCATCHERS The day that you have worked for three years with the Bovengever, you walk into the office and there will be a surprise: You can make a wish come true. That wish should actually be a heart's desire, because the employer is open to any suggestion. Just think of what you would really, really, want! There already was a trip to Machu Picchu, and a skydive trip above the desert of Namibia. And the childhood home of Diego Maradona was visited. And then there was someone who still wanted to go back to South Africa. He was allowed to be working from Cape Town for a year! The Bovengever is convinced that a gesture like this is more personal, and it evokes more emotions than any other reward. The stories, the books and the memories are proof of the same. WHOSE WORLD IS THIS? IT'S YOURS! | Nas
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EMPIRE STATE OF MIND One of the great luxuries of our time is the easy access to information. With a little patience you will be able to find out what happened to
Your soul mate in high school The girl who never gave you a chance Your friend in kindergarten Your rival at sports
So, the Bovengever actually found his friend from kindergarten. Now, this bearded man works in New York City. They recently met in the Empire State Building. In a way, this kindergarten friend turned out to be a Bovengever as well; so they shared their wit, their experiences, their failures and successes. Then they went back to their own work, reaching out for new projects, telling new stories. This first Dutch Edition of this book was discussed at the 76th floor of this magnificent building with other entrepreneurs who understood what a Bovengever is, without understanding the Dutch language. He was happy to have his little book with him. His philosophy explained in short stories, just like the one you are reading right now. IT WAS A GOOD DAY | Ice Cube
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THE TRAFFIC LIGHT THEORY The Bovengever spent several years working long hours to build his workplace, his office, his firm, his family – and then all of a sudden in Barcelona, he realized that ’the good life’ had been a little too good – several kilos too good actually -‐ so he started running. The Bovengever started to run with a plan: today I am running towards the beach. Or, the next week: today I am going to run strictly straight from east to west over this boulevard. Sometimes it irritated him that the many traffic lights were hampering his tempo. He would jog on the spot, just to maintain his tempo, and to prevent himself cooling down. Then something funny happened, a thought: Why don’t I just go where the green light leads me, as I arrive I decide then and there what my route will be, we will see whether that’s more workable or even more fun…
This inspired idea worked. Not only did it work while running, it now also serves as an inspiration for doing business. Sometimes you have to change direction while still following your initial plan. You cannot lose speed. Make the Light! SOMETIMES THE WRONG TRAIN WILL GET YOU TO THE RIGHT STATION | from the movie The Lunchbox
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DINNER WITH… Linda. The Bovengever works with great patience to build his firm. He holds the vision that you have to strike when you've met the right person, even if that person still hesitates: Eddy explains:
Almost 10 years ago when I was about to start with Digital Media Enzo, I knew that my current business partner Linda was also offered a new job at a prestigious agency. I figured out when and at what place they would meet. In that restaurant, I reserved the largest table nearby and I sat there during their dinner, letting her know continuously with small gestures and notes that she should not accept that other job. She should accept the lower paying job that I could offer, including all of the uncertainties because together we could make dreams come true.
Eddy has been working together with Linda since 2006. She determines the online strategies and co-‐manages the firm and plays a crucial role in the current success. IMPOSSIBLE IS NOT A FACT. IT’S AN OPINION | Muhammad Ali
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THE PROPER LINE-‐UP When you step into the world of the Bovengever you enter a universe of (video) creatives, social media, search engines, real-‐time bidding and viral marketing. All these elements seem to be intertwined and connected to everything else. How all of this happens is a mystery to the outsider. Most people do know that practically all communication nowadays is conducted online. We know that there is room for play within this communication, and this is the playing field of the Bovengever. In this environment, there is a need for people who know exactly what their own scope of work entails. They are often totally focused on their own field. Techniques may change by the week, so in the firm, there should be one leader who can oversee who is best at what. He designs the line-‐up around the total process, so that the specialists just have to do what they are good at, and yet it all flows together. THE LINE-‐UP SHOULD FOCUS ON THE BEST FIT FOR EVERY POSITION IN THE FIELD BUT MOST OF ALL YOU HAVE TO MAKE SURE THAT A STRIKER CAN SCORE | Eddy de Heij
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HAPPY LITTLE ACCIDENTS When we think of success, we think of expansion, profit and growth. This is often associated with a strong-‐willed person -‐someone who knows what he wants, who knows what he has to do to get it without hesitation. He is actively striving for growth. But growth has several aspects. Growth can also occur naturally, not by pushing the limits or by being fast and aggressive. You can also grow by making fewer mistakes. It is useful to face your past and wonder why certain things did not work out as planned. Because the team of the Bovengever is young, we pay special attention to mistakes. And whenever a mistake is made we learn. And we learn again. This is how we provide continuity for our specialists. We get better by making a few happy accidents. WE DO NOT MAKE MISTAKES, WE JUST HAVE HAPPY ACCIDENTS | Bob Ross
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THE ‘SPEKKOEK’ THEORY The Indonesian grandmother had a great impact on the lives of the generations that came after her. She took a long, a very long time to make a so-‐called Spekkoek -‐ a typical Indonesian delicacy (in the US known as Thousand Layer Spice Cake). One layer and then another layer, and then another layer. Her grandson saw the layers grow into a nice round cake, the Spekkoek, made of stacked cakes, one light in color, one dark, etcetera. The boy thought after a while that the cake was now nice and big enough and he could wait no longer. Hunger kicked in! But Grandma said: No, you still have to wait a whole day, because only after you have waited a day the Spekkoek is really finished and perfect. Yet often, while working on the Spekkoek she offered the boy a bite, just to check the taste and because her grandson was hungry at this moment. The Bovengever often works on large, complex assignments, and his perseverance and patience are important ingredients. The right timing is however, essential for success. Even when you think you are finished you are not completely done. Timing is everything. PATIENCE IS A VIRTUE, AND I’M LEARNING PATIENCE. IT’S A TOUGH LESSON | Elon Musk
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ROBIN HOOD The Bovengever values good relationships with his clients and partners. Mutual appreciation and respect for the client is of paramount importance to the whole team. Sometimes the job at hand requires enormous amounts of work, crunching big data and statistics. That is where we mostly rely on stamina and experience. When the job is done, we appreciate the work done by our specialists. The yield of this work is, like the deployment, high. When such a large job is done, the team looks back with satisfaction on their performance. It may even happen that some of the yield is picked up and passed on to charities or startups. It gives an extra positive energy and it makes the success even sweeter. Thanks to this Robin Hood mentality positive energy flows into the project. After all, you worked well and did this not only for yourself. Is it really necessary to keep everything in your own space? SHOW ME THE MONEY! | Rod Tidwell
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A GOOD IDEA FITS A NAPKIN… In Holland we have a saying: Simplicity is the hallmark of Truth. This slogan is all the more appropriate because the details of digital media campaigns mainly ask for great expertise and an understanding of complex interactions. The Bovengever considers this complexity to be a challenge. He has made it a sport for all undertakings in the firm, even the big things like a marketing plan, a plan for the future or the development of an idea, to distil the substance of the case so that it can be presented in a few sentences. If you follow his idea, plans can thus be presented on the back of a napkin. And he goes one step further: he had special napkins made! Thus the notes he writes down following a conversation are actually offered on a napkin. It’s fun to keep things simple! The napkin makes a nice souvenir to anyone who visits the Bovengever. DOING BUSINESS IS INTELLIGENCE HAVING FUN | after Albert Einstein
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THE PIZZA THEORY The Bovengever has now spent over twenty years working in various parts of the world. He knows what is important to most of his clients, because some things are universal. Yet, your own professional development can hinder providing good service. The Bovengever tries to pass his knowledge on to the people he works with. Eddy:
In the beginning, we saw ourselves as specialists with a rich menu, offering a large variety of tasty and beautiful dishes, like traditional pizza from the chef. We must however, first of all listen to the customer, who maybe wants only to order a simple pizza Margherita. This looks easy, however… In the past we often strived for the most beautiful and sophisticated services for our guests, because we thought this is what they came for and this is what we were good at. But often, the client did not want this at all and walked away. We could not understand, why! We had to listen, adapt and reach out.
I DO NOT BUILD IN ORDER TO HAVE CLIENTS, I HAVE CLIENTS IN ORDER TO BUILD | Ayn Rand
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EL MALETÍN The Amsterdam office has a brick wall. There is a glass case hanging on that wall. Next to the case is a small copper plate. On it, a Spanish title: El Maletín, The Bag. The bag is made of dark brown leather, rather wrinkled, overused and never brushed. It has a shiny new chrome clasp. The handle carries the imprint of a hand. If you look closely you can see the many repairs. This bag was used to visit the first customers. It carried the first offerings that the Bovengever himself drew, such as media plans, dreams, reports, facts and figures. On one day the Bovengever’s mentor noticed that the lock was broken. He handed him some money and told him to go get it fixed, because it was an excellent bag to work with. It is partly because of the many adventures that the bag was rewarded with a nice place to retire: The Glass Case. The bag has become a visible sign of ambitions, experiences and satisfaction. Sometimes it is taken out the case, to be carried as a proud sign of durability and perseverance. A MAN IS WORTH AS MUCH AS HIS AMBITIONS | Marcus Aurelius
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MOMENT OF TRUTH With the success and growth of a firm several results and targets may be reached. But what is enough and what is the goal of doing well? At some point you have to ask: How well will the Firm do without me -‐ and how well would I do without the Firm? The firm will grow, adapt and change as the times change. We have built a strong company. The firm's founder however, is looking forward and back at his own life. What is your next dream? What is your next challenge? The Bovengever gives a very personal answer: This sounds weird, but what I'm doing right now is my dream. I hope that at some point in the future I will finish the work I am doing now and then go back to South America to make boats with glass bottoms out of scrap wood (just like I've done in the past).
My vision is that one day a Bovengever will walk up to me and says: I want to buy this lovely little boat of yours. And than by the way he acts and talks, I'll realize: Hey, a real Bovengever! I once was a Bovengever myself! What a coincidence...
WE ALL MUST MEET OUR MOMENT OF TRUTH | Gang Starr