horsesenese tanadisantoso

7/28/2019 HorseSenese TanadiSantoso

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13 Kuda Tunggangan Menuju Sukses

Inspired by: Horse Sense,

by Al Ries & Jack Trout

Success is something given to you by others.

Literally, you have to go out and market yourself. Losers lookinside themselves for the key to success when success is allaround them, needing only an open mind and a keen eye.Winners look to others to make them successful. You have toknow where to look and what to look for.

When you focus on yourself, you have only one ticket on therace. By expanding your horizon to include others, yougreatly increase the odds in your favor. Furthermore, youopen your mind to other possibilities besides people.

Next to believing in yourself comes setting a goal. When youset a goal for yourself, you assume that your efforts alonewill enable you to reach that goal. Very seldom that is true.

You can't get to heaven all by yourself. You need a little helpfrom God.

It doesn't matter how smart you are, how aggressive youare, and how personable you are. You will do much, muchbetter in life if you look outside yourself and find a horse toride. There are 13 horses to ride, you should pick the mostappropriate one at the right time. Sometimes you need morethan one horse, think of the chariots that sometimes needtwo or four horses to pull fast, sometimes you need to switchhorse.

Most people tend to be me-oriented, it's ironic. People turninwards when they should be turning outward. You can't besuccessful all by yourself. Other people make you successful.

That's why you have to focus on other people, not yourself. Ifyou can find a good horse to ride, why should you walkbarefoot?


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LIFE IS LIKE A HORSE RACE

There are 13 Horses to ride, listed from the worst horse to

ride to the best one. When the odds are quoted, it is not thepayoffs which are being quoted. Rather, it is your chances ofwinning big, your chances of becoming "successful" on yourown, which are being quoted.

A. The Long Shots (Bad Horses)

13. The Hard-Work Horse : 100 to 1

12. The IQ Horse : 75 to 1

11. The Education Horse : 50 to 1

B.The Medium Shots (Good Horses)

10. The Company Horse : 25 to 1

9. The Creativity Horse : 20 to 1

8. The Hobby Horse : 15 to 1

7. The Publicity Horse : 10 to 1

C.The Short Shots (Great Horses)

6. The Product Horse : 7 to 1

5. The Idea Horse : 6 to1

4. The Other-Person Horse : 5 to1

3. The Partner Horse : 4 to 1

2. The Spouse Horse : 3 to 1

1. The Family Horse : 2 to 1


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THE LONG SHOTS

These are the most popular horses to ride. These are also

the most difficult and the least likely to pay off. The longshots are based on finding something inside yourself. A longshot, unfortunately, doesn't pay off any better than a shortshot. It's just a more difficult horse to win with.

The Hard-Work Horse : 100 to 1

The longest of shots is yourself. When you build yourpersonal marketing strategy around your own talents and

abilities and neglect outsiders, you are riding yourself. It's atough proposition. You usually fall behind and then you startwhipping yourself. Whipping yourself is another way ofsaying "working harder". If everyone else is putting sevenhours a day, you put in eight. If everyone else puts in eight,you put in nine and so on.

The truth is Hard work and a good horse will get youanything in life, the hard work is optional.

The IQ Horse : 75 to 1

It has been seen that CEO's of most major companies didn'thave a very high IQ level. The top executives come from themiddle of the IQ curve. There's a reason why intelligencedoesn't correlate very well with success. The smarter peopleare, the more they depend upon themselves. After all, theyknow everything. They depend on themselves to get ahead.But it's a long shot. Less intelligent people know they areless intelligent. Therefore, they are more likely to look forothers to help them up the ladder of success.

The Education Horse : 50 to 1

Related to IQ is the issue of education. Should a persondepend on the Education Horse to get to the top? Well, the


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Education Horse is particularly good out of the starting gate.All by itself a college degree doesn't buy you very much.

Remember the function of the Education Horse is to get youinto the race. A degree all by itself is unlikely to make yourhorse go any faster. Be careful riding the Education Horse.

You can easily lose your most precious commodity in thehalls of ivy, the common sense.

THE MEDIUM SHOTS

What differentiates a medium shot from a long shot ?

The long shots are based on finding something insideyourself. The medium shots are also based on usingsomething inside yourself, but with a difference. You have toconnect that concept with others.

The Company Horse : 25 to 1

Most people think this is the horse to ride. A college-graduate-to- be would interview with a number of bigcompanies on campus, hopefully getting a number of joboffers. Normally he would pick the biggest company or thehighest starting salary, preferably both. Once that decisionwas made, he was set for the rest of his life. It was everupward and onward, with the CEO prize a reasonablepossibility. It is not true

To sum up, the Company Horse is the most popular horse toride. Each year, millions of college graduates flock tointerview with the corporate recruiters. " The bigger, thebetter " seems to be the rule when deciding which job offerto take. However, to succeed you have to have the foresightto be an Early Bird, the stomach to be a Politician, the


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fortitude to be a Flasher, or the luck to be a Hero or a WhiteKnight!

The Creativity Horse : 20 to 1

It is not necessary that if are creative and talented, you willbecome successful. To be a creative star, you need morethan talent. You need recognition. If you are an artist, youneed a gallery to recognize your ability. If you are a writer,you need a publisher. If you are a musician, you need a

record company. In short, you need recognition fromsomeone else who can make you successful. You need ahorse to ride. Creative talents also have to learn to listen totheir audiences. They have to adapt to what people wantthem to be, rather than vice versa.

The Hobby Horse : 15 to 1

It's amazing how, many successful businesses have evolvedout of avocations or hobbies. One of the factors that comes

into play is confidence. When you like to do something, youtend to do a lot of it. The more you do it, the better you getat it and the more confidence you develop.

The Publicity Horse : 10 to 1

It's a fact of corporate life, especially in big corporations,that visibility counts for more than ability. It's nice to haveboth, but if you have to take one or the other, take visibility.

You can ride the Publicity Horse to the top because 90% of

the people are not independent thinkers. The Publicity Horseis powerful, but it also works in reverse. Negative publicitycan destroy a product, a company or a person. Nor is it thevolume of publicity that counts. What you should strive for isto generate one powerful positive story that you can repeatover and over again.


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To ride the Publicity Horse well, you have to learn how to"play the press". You can't be too aggressive and you can'tbe too bashful. As a general rule, don't call them. Let themcall you. And to give yourself a chance to make the publicity

big time, you have to be slightly outrageous. It's the offbeat,shocking or controversial idea that will get the attention ofthe media.

THE SHORT SHOTS

What's the difference between a short shot and a mediumshot ?

In a medium shot situation, you depend partially on yourself

and partially on outsiders. In a short-shot situation, youdepend totally on outsiders for your success. When you gettotally outside of yourself, the odds are better.

The Product Horse : 7 to 1

A person can become successful by being associated with aproduct that is successful. That is by riding the ProductHorse.

This shows that, recognizing somebody else's genius isalmost always the key to your own success. The biggestproblem that happens is that, most people can't recognize agood product when they see one.

Another aspect which is interesting is that, it isn't necessarythat the person who invented a particular product becomessuccessful. Most of the time, it is the person who recognizedthe potential of the concept, who becomes successful. Thebest example being Dick and Mac McDonald who introducedthe concept of hamburgers in drive-in's. However, it wasn'tthese two brothers who gained the maximum profits out ofthis new concept. In fact, it was Ray Kroc, who recognizedthe brilliance of the McDonald's concept and made hundredsof millions from it through the famous McDonalds outlets,


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which he set up after getting the rights from the twobrothers.

The Idea Horse : 6 to1

Everyone knows that an idea can take you to the top fasterthan anything else. But people sometimes expect too muchof an idea. They want one that is not only great, but one thateveryone else thinks is great too. There are no such ideas. Ifyou wait until an idea is ready to be accepted, it's too late.Someone else will have preempted it. As going the saying, "Anything definitely in is already on it's way out."

To ride the Idea Horse, you must be willing to expose

yourself to ridicule and controversy. You must be willing togo against the tide. You can't be first with a new idea unlessyou are ready to stick your neck out. And take a lot of abuse.

A good idea is seldom recognized as such. When BrianEpstein went to London to try to get a recording contract forthe Beatles, he was snubbed. Among the rejections came theclassic from Decca: " Go back to Liverpool, Mr. Epstein. Four-groups are out." It is a different story altogether that theBeatles went on to become the most famous group in

history. Experts are usually wrong, especially when theypontificate on subjects which tend to reflect unfavorably ontheir own expertise.

According to Ries and Trout, a good idea which needsnurturing, can be recognized, by asking the followingquestions.

1. Is it a First ?

2. Is it Bold ?3. Is it Obvious ?4. Is it Simple ?5. Will it upset the Apple Cart ?

A good idea has publicity value. And nothing has morepublicity value than an idea that is shocking. Advertising


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agencies have learned that shocking ads make goodpublicity. And good publicity makes a successful ad agency.

The Other-Person Horse : 5 to1

The key to success is always somebody else. Even when youride an idea or a product to the top, you are counting onothers to recognize the value of the idea or the product. Youdon't make a sale. Somebody else has to buy. What's true inselling products is also true in selling yourself. Firstsomebody else has to recognize your good qualities andthen "buy" you by giving you a job or a promotion.

In the course of a typical career, this selling and buying

process takes place many times. Furthermore, the timingcan be brutal. There is an easier way. One of the best horsesto ride is the Other-Person Horse. You sell yourself once andthe job is done. The person who is most suited to be theOther Person is your Boss. By impressing not only yourimmediate boss but the boss two to three rungs above you,will make your task of getting to the top that much easier.

The Partner Horse : 4 to 1

The Partner Horse, of course, is a variation of the Other-Person Horse. The difference is that partners arecombinations of equals. Equality has a number ofadvantages. True partners trust each other. They can beobjective with each other. Usually you are not a good judgeof your own ideas. You need someone you can trust toevaluate your ideas, perhaps to suggest changes andmodifications. And vice-versa.

Partners can be a powerful combination in almost anybusiness or professional situation. Two people can usually dobetter than either one would alone. There's a long history ofentrepreneurial partnerships in the business world. Jobs andWozniak of Apple. Allen and Gates of Microsoft. But perhapsthe most successful of all partnerships was the one that was


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started in 1938 by Bill Hewlett and David Packard in agarage in a rooming house.

The Spouse Horse : 3 to 1

Marriage used to be for two reasons : love and/or children.But times are changing. New divorce laws have redefinedmarriage as an "economic partnership." In the living room aswell as in the courtroom, marriage has been an economicpartnership for many years. Most women, like most men, arenowadays employed. With both spouses working or lookingfor work, it's a tragic waste to ignore what you can do foryour spouse, or vice versa. There are signs that riding theSpouse Horse is becoming more and more popular. What

about love ? Who's to say why people marry the people theydo. If you marry for money instead of love, at least yousuffer in comfort.

For whatever reason you find yourself married, make themost of it. It's crime not to. No one is likely to be morehelpful in your career than your spouse. No one has moremotivation to help you. No one is available 24 hours a daythan a spouse. Every one of us needs someone else to giveus a boost up the ladder. It is ironic that many people wouldrather ask a stranger for help than their own spouse. An"economic partnership" implies cooperation, notcompetition.

A horse in the barn is worth two in the bush.

The Family Horse : 2 to 1

You can't divorce a son or a daughter, or a parent for that

matter. That fact alone gives this horse an advantage overthe Spouse Horse. The Family Horse is responsible for themany corporate dynasties you find in the world today. 175 ofthe Fortune 500 largest industrial companies are familycontrolled, according to Family Business magazine. That's35%. The magazine defines family control as 25% ownershipwith at least two members involved in running the company.


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That leaves out some big companies with large familyownership positions.

The Family Horse ought to be your first choice. Before youlook for another horse to ride, look at your birth certificate. Ifyou find a name like Kennedy, Ford, Trump, Tata, Birla, orAmbani, look no further. These are powerful familydynasties. Maybe your family belongs on this list. If so,accept your good fortune. Don't fight it.

A horse in the house is worth two in the fields.

It should be remembered that it is not necessary to stick toone particular horse. During the course of your career, you

can and should change horses, as and when required.ThisHorse Sense concept totally explodes the line of thinkingthat success depends on the efforts put in by a person.Success is given to you, and does not come from within.

Tanadi Santoso, www.tanadisantoso.com

When you ride the Company Horse, there there are five waysto the top of the corporate jungle:

1. Be an Early Bird

When you read the biographies of many CEOs, you might besurprised to learn how many joined their companies veryearly in the corporate life cycle. Some were directly involvedin the formation of the company. Others were among theircompanies' first employees. This shows that the best time toride the Company Horse is early. And the best CompanyHorse to ride is the leader in a leading-edge industry. Most of

the millionaires in the tech industries are early birds whostick with the company from the very beginning.

2. Be a Politician

If you think that you can get to the top of an organization, bybeing a saint, FORGET IT. Life in a big company is a bowl of


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sphagetti. You can't be too direct. You have to be indirect.You have to learn to be a politician. You can't work your wayto the top of a company. You have to be promoted and thatis done by others. That's why to get ahead at a big company,

you have to become a Politician. Doing a good job is only thefirst step. You have to find a way to let others know you aredoing a good job. Your job skills are only secondary to yourpolitical skills.

3. Be a Flasher

If you want to get ahead, you have to find a way to exposeyourself to the top management. It works in big business andit also works in big government. It has been seen that

employees who had direct interaction with the topmanagement, were the people who moved up the ladderfaster and finally occupied the topmost post.

This shows that the best way to catch the attention of thetop management is to make an outstanding presentation. Notalent will take you as far as the ability to make a goodpresentation. The ability to speak well is more important toyour future success than the ability to think or the ability towrite.

Be a social magnet, whenever wherever you are, always beseen and heard. Having a big supporting network of friendsamong your colleagues will help you move upward faster.

4. Be a Hero

This is a slightly tricky proposition. In this case, you have tobecome famous on the inside while at the same time you

remain almost invisible on the outside. The simplest, mostdirect way of becoming a Hero inside your own company isto attach yourself to the most visible, most exciting newproduct or service or group your company is planning tointroduce.

5. Be a White Knight


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When a big company gets into trouble, it often turns to theCEO of a more successful competitor. For example, LeeIacocca arrived at Chrysler on a white horse, fresh from hissuccesses at Ford. If you play your cards right, you can

White Knight your way to the top in a hurry. This is only forthe veteran Executive who is capable and have theopportunity to persue a new challenging role in a troubledcompany. There is a chance that you will lose and fail, butthe change of success also pay very huge. Be ready to spenda lot of time and put a ton of harworks.

The Spouse Horse is a great horse to ride, here are some ofthe things your spouse can do for you:

1. Money

Obviously, marrying money is a lot quicker than earningmoney. But the trick isn't to live off the money. Your realobjective should be to build something bigger with your newfinancial base. Something you can point to as yours just in

case things get a little rocky in the marriage. Making thetransition from your spouse's money to your money is tricky,but not impossible.

2. Connections


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Sometimes money is not the issue. What you really need areconnections. A spouse who can open doors can beenormously helpful in building a business.

3. Encouragement

Sometimes the best thing a spouse can do for the other is toprovide a healthy dose of encouragement.

4. Family

Sometimes it's not the spouse who has the money or theconnections; it's the spouse's family. The classic example, ofcourse, is marrying the boss's daughter and then taking over

the company.

5. Inheritance

Unfortunately some people get to ride the Spouse Horse onlyafter the death of their spouse.

Therefore, instead of reading the help-wanted classified adsin the morning, look across the breakfast table and ask, "Hey, dear, I was wondering if .... ?"

- Tanadi Santoso www.tanadisantoso.com (somemodification made)
http://www.tanadisantoso.com/http://www.tanadisantoso.com/

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