Discuss two examples that demonstrate your potential as a successful leader. (500 word maximum)  (如果看不懂此題是如合運用CIS, 也請快來找張詠誠)

A successful leader has to support, empower, integrate, change and influence (SEICI) his team members. (Morris Chang, CEO of TSMC)

At Ogilvy Advertising, I successfully helped it go through a short staffed period. Though I was the youngest account executive, I supervised all its projects. During this period, I made several changes to improve its efficiency and quality while dealing with the increase of clients and projects, such as Addidas Zhong-Xiao Store Grand Opening and a series of seminars for Texas Instruments.

To support, change, empower, and influence, I shortened the daily meeting from an hour to 15 minutes, made sure that every project was on the right track, and helped solve problems they encountered daily. Before the meeting, team members needed to come up with more than two solutions for their own problems. Then, time could be used more efficiently.

Furthermore, I created an evaluation form for all our clients to assess the quality and services of the projects. With their reply, I discovered what could be improved and then put extra emphasis on these items, an integration job. As such the clients feel being treasured, and the team members become more aggressive and concentrated on their work for receiving better evaluation. Needless to say, the team was endowed with greater competitiveness.

The second example is my leadership experience at Cotty Francie Group. Being a marketing executive for Francie fragrance brands, I took the challenges to work on a new product launch. Since each product came with strict launching guidelines to follow given by Francie to its Taiwan distributor, I decided to lead my team to work on the launch for ckIN2U2 in a way which is thinking globally but acting locally.

         ckIN2U2 was the major product for the 2008 ck line. The concept of the product represented the life style of Generation Y. Although it was a globally distinctive fragrance, my experience told me that the guideline was not suitable for the market in Taiwan. For one thing, the target consumers were too young. For the other, the consumption hobbies were unique, not to mention the other factors. These have made all the guidelines improper.

I knew it would be better to first communicate with Francie Hong Kong, its Asian operation center, to change the strategy. Later, I worked with my team to propose a new launch plan, explaining the inappropriateness in the guidelines.  The modified plan for Taiwan market aimed to represent the product concept and to change the youth’s ideas in using additional fragrance only after the age of 22 in formal occasions.

After countless meetings and communications, Francie Hong Kong finally agreed with my proposal, which was later a great success for ckIN2U2 and its sales broke its records. Again, this experience provided me with another chance to practice SEICI.  Meanwhile, I got skilled at organizing and processing every detail for a project from its very beginning to the end, and realized that  SEICI is a mindset and guideline for me to practice again and again in the future if I want to be an outstanding leader.

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