Program vs Movement
    Category: Column By : Hermawan Kartajaya Read : 1042 Date : Wednesday, June 12, 2013 - 08:34:31

    Can you imagine Anies Baswedan, Dahlan Iskan, and Slank on the same stage? Probably not, but that is what happened at MarkPlus's 23rd Anniversary on May 1 this year. I had invited Anies, a professor and the president of Paramadina University, and Dahlan, the minister of state owned enterprises, to meet Slank, the rock band from Gang Potlot, a small lane in Jakarta. And they met in a seemingly unlikely place of the Fashion Atrium, Kota Kasablanka mall.

    During that week, MarkPlus was organizing the inaugural Jakarta Marketing Week. Throughout the week, two vice ministers, several high-ranking officials as well as 30 mayors and district heads showed up. As a MarkPlus tradition, we have a respected intellectual to deliver a “Lecture of the Year.” We were honored to have the Head of the President's Delivery Unit for Development Monitoring and Oversight Kuntoro Mangkusubroto and prominent economist Emil Salim to deliver the lecture in 2011 and 2012, respectively. This year, I invited Anies.

    Anies came in business attire and said he felt overdressed. The guests, mostly CEOs, were in casual dress. I myself wore jeans and a T-shirt with a baseball cap from Corruption Eradication Commission (KPK) that says “Ayo Berantas Korupsi!” (“Eradicate Corruption!”). Kuntoro and the Vice Chief of Police Nanan Soekarna were also present.

    Anies admitted that this was the first time he gave a lecture in a mall, and I apologized to him for not telling him of the setting earlier. I showed him the recent edition of Marketeers magazine portraying Jakarta Governor Jokowi as a rocker, which underscored the casual setup of the event.

    Anies's speech was inspiring: “The New, New Indonesia in 2014.” He envisioned Indonesia as a meritocratic society devoid of discrimination. To achieve this, he argued that we need “movements” instead of “programs.” Programs limit accountability to a small group and limit resources to complete them. Movements, on the other hand, are everyone's responsibility and therefore have unlimited resources to support them.

    Notably, Anies started the “Teaching Indonesia” movement, which sends youths to teach all over Indonesia. Anies believes that only with a good education available to all can a meritocratic Indonesia become a reality—in other words, a movement. Dahlan took note of the lecture and argued that there are 130 million middle class in the country who wish to see progress. Dahlan agreed that Indonesia needs movements and subsequently asked all senior executives from state owned enterprise to teach at schools.