The anti-CEO playbook | Hamdi Ulukaya

Translator: Karen Winardi Reviewer: Ade Indarta

A cold January day of 2005,

Di suatu hari yang dingin pada bulan Januari tahun 2005,

I took one of my most important drives of my life.

Saya berkendara ke salah satu tempat terpenting dalam hidup saya.

I was on this road in upstate New York,

Saya sedang ada di suatu jalanan kota New York bagian utara,

trying to find this old factory.

untuk mencoba menemukan sebuah pabrik tua.

The day before, I received a flyer in the mail

Pada hari sebelumnya, saya menerima selebaran di kotak surat

that said, "Fully equipped yogurt plant for sale."

yang isi tulisannya, "Dijual pabrik yoghurt lengkap."

I threw it in the garbage can.

Saya buang ke tong sampah.

And 20 minutes later, I picked it up and called the number.

20 menit kemudian, saya pungut lagi dan menelepon nomor di sana.

The plant was 85 years old,

Usia pabrik itu 85 tahun,

and it was closing.

dan akan ditutup.

So I decided to go see it.

Jadi saya putuskan untuk pergi.

At this time,

Pada saat itu,

I wasn't sure where this road or my life was going.

saya meragukan arah dari keputusan ini atau kehidupan saya.

I owned a small cheese shop

Saya punya toko keju skala kecil

but really hated business.

tapi saya benci berbisnis.

But the hills and the roads and the smells are all familiar.

Tapi pemandangan jalanan berbukit, begitu juga dengan bau keju, terasa familier.

I grew up in Turkey, in a similar environment,

Saya tumbuh besar di Turki dalam lingkungan serupa,

near the Kurdish mountains.

di dekat pengunungan Kurdi.

My family made cheese and yogurt;

Keluarga saya pembuat keju dan yoghurt;

I grew up listening to shepherd's stories.

Saya sering mendengar cerita penggembala.

We didn't have much,

Harta kami tidaklah terlalu banyak,

but we had the moon and the stars, simple food, each other.

tapi kami punya alam, makanan sederhana, dan keberadaan satu sama lain.

Eventually, I came to America.

Lalu saya datang ke Amerika.

I didn't even know New York had farms.

Saya baru tahu di New York ada peternakan.

I made it to upstate, and I never left.

Saya pergi ke bagian utara, dan tidak pernah berbalik.

Now I'm lost.

Sekarang saya tersesat.

I passed the road sign that said "Dead end."

Saya melewati papan jalanan bertuliskan "Jalan buntu."

Then soon after,

Lalu, setelahnya,

there it was:

ketemu juga

the factory.

pabrik itu.

The smell hit me first.

Saya mendapati bau itu terlebih dahulu.

It was a like a milk container left out in the sun.

Baunya seperti tangki susu dijemur di bawah matahari.

The walls were so thick,

Dindingnya sangat tebal,

paints were peeling, there were cracks everywhere.

Catnya mengelupas, dan ada banyak retakan di mana-mana.

The factory was so old, the owners thought it was worthless.

Pabriknya sangat tua sampai dianggap tidak bernilai oleh para pemiliknya.

I thought they left a zero off,

Saya kira mereka kelupaan satu angka nol lagi,

I couldn't believe the price.

harganya mengejutkan saya.

As I entered in,

Saat saya masuk,

I stopped noticing things.

saya berhenti mengamati benda.

All I could see were the people.

Saya hanya dapat melihat orang-orang.

There were 55 of them.

Ada 55 orang di dalam sana.

Just quiet.

Mereka semua diam.

Their only job was to break the plant apart

Tugas mereka hanyalah menghancurkan pabrik itu

and close it forever.

dan menutupnya selamanya.

I was met with a guy named Rich,

Saya diperkenalkan pada Rich selaku

the production manager.

manajer produksi pabrik.

He offered to take me around, show me around.

Dia menawarkan diri untuk menjadi pemandu saya.

He didn't say much,

Dia tidak banyak bicara,

but around every corner, he would point out some stories.

tapi sesekali, dia akan bercerita.

Rich worked there for 20 years.

Rich sudah bekerja selama 20 tahun.

His father made yogurt before him,

Ayahnya membuat yogurt sebelum dia lahir,

and his grandfather made cream cheese before that.

dan kakeknya membuat keju krim jauh sebelum itu.

You could tell that Rich felt guilty

Anda semua bisa tahu Rich merasa bersalah

that this factory was closing on his watch.

karena pabrik ini tutup saat dia bertugas.

What hit me the hardest at that time

Hal paling mengena buat saya pada saat itu

was that this wasn't just an old factory.

adalah pabrik ini bukan sekadar pabrik tua.

This was a time machine.

Ini adalah sebuah mesin waktu.

This is where people built lives, they left for wars,

Ini tempat orang-orang membangun hidup mereka; mereka pergi berperang,

they bragged about home runs and report cards.

membanggakan home run dan rapor.

But now, it was closing.

Tapi sekarang, ia akan ditutup.

And the company wasn't just giving up on yogurt,

Perusahaan ini tidak hanya menyerah membuat yoghurt,

it was giving up on them.

mereka menyerah atas diri sendiri.

As if they were not good enough.

Seolah mereka tidak cukup baik.

And I was shocked how these people were behaving.

Saya terkejut melihat bagaimana semua orang ini bertingkah.

There was no anger, there were no tears.

Tidak ada amarah atau pun air mata.

Just silence.

Hanya ada keheningan.

With grace, they were closing this factory.

Mereka menutup pabrik ini dengan lapang dada.

I was so angry

Saya begitu marah

that the CEO was far away,

karena CEO-nya ada di suatu tempat jauh,

in a tower or somewhere,

entah di menara atau apalah,

looking at the spreadsheets

melihat rekap hasil penjualan

and closing the factory.

lalu menutup pabriknya.

Spreadsheets are lazy.

Spreadsheet terkesan malas.

They don't tell you about people, they don't tell you about communities.

Di dalamnya tidak ada cerita tentang orang atau komunitas.

But unfortunately,

Tapi sayangnya, di masa kini,

this is how too many business decisions are made today.

terlalu banyak keputusan bisnis yang diambil dengan cara ini.

I was never the same person after what I saw.

Saya bukanlah orang yang sama lagi setelah melihat semua itu.

On my way back home, I called Mario, my lawyer.

Di tengah perjalanan pulang, saya menghubungi Mario, pengacara saya.

I called Mario, I said, "Mario, I want to buy this place."

Saya katakan kepadanya, "Mario, saya mau beli pabrik ini."

Mario said,

Mario bilang,

"Hamdi, one of the largest food companies in the world is closing this place,

"Hamdi, salah satu perusahaan makanan terbesar di dunia ingin tutup pabrik,

and they're getting out of the yogurt business.

dan mereka akan angkat kaki dari bisnis yoghurt.

Who the hell are you to make it work?"

Memangnya kamu siapa sampai bisa bantu?"

I said, "You're right."

Saya bilang, "Kamu benar."

But the next day, I called him again,

Tapi besoknya, saya hubungi dia lagi,

and I said, "Mario, really, I really want to buy this place."

dan saya katakan, "Mario, saya sungguhan ingin beli pabrik ini."

He said, "Hamdi, you have no money.

Dia bilang, "Kamu tidak punya uang.

(Laughter)

(tertawa)

You haven't even paid me in six months."

Enam bulan kamu belum bayar saya."

(Laughter)

(tertawa)

Which was true.

Itu sungguhan.

(Laughter)

(tertawa)

But I got a loan, another loan.

Tapi saya dapat pinjaman lain.

By August 2005, I had the keys for this factory.

Agustus 2005, saya sudah punya kunci pabrik ini.

The first thing I did was to hire four of the original 55 people.

Hal pertama yang saya lakukan adalah merekrut empat dari 55 pegawai lama.

I had Maria, the office manager.

Saya ada Maria, manajer kantor.

I had Frank, the wastewater guy.

Lalu Frank, pengurus limbah air.

I had Mike, the maintenance guy.

Mike, orang bagian pemeliharaan.

And Rich, who showed me the plant, the production guy.

Dan Rich, ahli produksi yang menemani saya keliling pabrik.

And we had our first board meeting.

Lalu kami mengadakan rapat perdana.

Mike says, "Hamdi, what are we going to do now?"

Mike bilang, "Hamdi, sekarang kita harus apa?"

They look at me as if I have the magic answer.

Mereka melihat saya seolah saya punya jawaban.

So I said, "Mike,

Saya bilang, "Mike,

we're going to go to Ace Hardware store,

kita ke toko Ace Hardware,

and we're going to get some paints.

dan kita beli cat tembok.

And we're going to paint the walls outside."

Kita akan mengecat dinding luar pabrik."

Mike wasn't impressed.

Mike tidak terkesima.

He looked at me.

Dia melihat saya.

He said, "Hamdi, that's fine, we’ll do that,

Dia berkata, "Oke, Hamdi, kita lakukan itu,

but tell me you have more ideas than that."

tapi tolong katakan kamu punya ide lain."

(Laughter)

(tertawa)

I said, "I do.

Saya balas, "Punya.

We'll paint the walls white."

Kita pakai cat warna putih."

(Laughter)

(tertawa)

Honest to God, that was the only idea I had.

Demi Tuhan, hanya itu ide yang saya punya.

(Laughter)

(tertawa)

But we painted those walls that summer.

Tapi pada musim panas itu, kami mengecat tembok pabrik.

I sometimes wonder

Terkadang saya berpikir

what they would have said to me if I told them,

apa yang mereka akan katakan jika saya bilang ke mereka,

"See these walls we're painting?

"Lihat tembok yang sedang kita cat?

In two years,

Dalam dua tahun, di sini,

we're going to launch a yogurt here

kita akan meluncurkan yoghurt baru

that Americans have never seen and never tasted before.

yang belum pernah dilihat atau dicicip orang Amerika.

It will be delicious, it will be natural.

Rasanya akan enak dan alami.

And we're going to call it 'Chobani' -- it means 'shepherd' in Turkish."

Kita akan beri nama 'Chobani' -- artinya 'penggembala' dalam bahasa Turki."

And if I said,

Dan jika saya bilang,

"We are going to hire all of the 55 employees back,

"Kita akan merekrut kembali semua 55 pegawai lama, atau setidaknya

or most of them back.

kebanyakan dari mereka.

And then 100 more after, and then 100 more after,

Lalu 100 orang lagi, dan begitu terus,

and then 1,000 more after that."

Setelah itu 1000 orang lagi."

But if I told them, "You see that town over there?

Tapi jika saya katakan ke mereka, "Lihat kota itu?

Every person we hire, 10 more local jobs will be created.

Untuk setiap orang yang kita rekrut, 10 lapangan kerja akan tercipta.

The town will come back to life, the trucks will be all over the roads.

Kota itu akan kembali hidup, dan mobil truk akan memenuhi jalan.

And the first money we make,

Dan pendapatan pertama kita,

we're going to build one of the best Little League baseball fields

akan dipakai untuk membangun salah satu lapangan bisbol Little League terbaik

for our children.

untuk anak-anak kita.

And five years after that,

Lima tahun ke depannya,

we're going to be the number one Greek yogurt brand in the country."

kita akan menjadi merk yoghurt Yunani nomor satu nasional."

Would they have believed me?

Apa mereka akan percaya?

Of course not.

Tentu tidak.

But that's exactly what happened.

Tapi kejadiannya begitu.

(Applause)

(tertawa)

In painting those walls,

Saat mengecat tembok pabrik,

we got to know each other.

kami mengenal satu sama lain.

We believed in each other.

Kami percaya satu sama lain.

And we figured it out together.

Kami juga belajar bersama.

Five years, me and all my colleagues, we never left the factory.

Selama lima tahun saya dan semua kolega saya tidak pernah meninggalkan pabrik.

We worked day and night, through the holidays,

Kami bekerja siang malam, bahkan sepanjang liburan,

to fix that plant.

untuk memperbaiki pabrik itu.

The best part of Chobani for me is this:

Bagian terbaik Chobani buat saya adalah:

the same exact people who were given up on

mereka yang di-PHK justru bisa membangun kembali pabriknya

were the ones who built it back 100 times better than before.

100 kali lebih baik daripada sebelumnya.

And they all have a financial stake in the company today.

Mereka semua berhutang budi pada perusahaan ini sekarang.

(Applause)

(tepuk tangan)

And all this time, I kept wondering --

Selama ini, saya terus berpikir --

you see, I'm not a businessman, I don't come from that tradition --

Saya bukan seorang pebisnis, saya tidak berasal dari tradisi itu --

I just kept wondering: What is this all about?

Saya tetap bertanya-tanya: Apa yang paling penting?

Corporate America says it's about profits.

Negara korporat Amerika bilang keuntungan.

Mainstream business says it's about money.

Bisnis pada umumnya tentang uang.

The CEO playbook says it's about shareholders.

Cara main CEO bilang pemegang sahamlah yang paling penting.

And so much is sacrificed for it -- it's factories, communities, jobs.

Banyak yang dikorbankan untuk itu semua -- pabrik, komunitas, lapangan kerja.

But not by CEOs.

Tapi CEO tidak berkorban.

CEOs have their employees suffer for them.

Karyawan menderita untuk CEO.

But yet, the CEOs's pay goes up and up and up.

Tapi gaji CEO terus meningkat pesat.

And so many people are left behind.

Dan banyak orang yang tertinggal di belakang.

I'm here to tell you:

Saya ingin memberitahukan kalian:

no more.

jangan begini lagi.

It's not right, it's never been right.

Ini salah, dan akan selalu salah.

It's time to admit

Sekaranglah waktunya mengakui

that the playbook that guided businesses and CEOs for the last 40 years

bahwa aturan main yang memandu bisnis dan CEO selama 40 tahun belakangan ini

is broken.

sudah rusak.

(Applause)

(tepuk tangan)

It tells you everything about business

Itu mengajarkan Anda semua tentang bisnis

except how to be a noble leader.

kecuali cara menjadi pemimpin bermoral.

We need a new playbook.

Kita butuh panduan baru.

We need a new playbook that sees people again.

Panduan baru yang memanusiakan manusia lagi.

That sees above and beyond profits.

Juga melihat lebih dari sekadar keuntungan.

In the movies, they have a name for people who take a different path

Di film, ada sebutan untuk orang yang mengambil jalan berbeda untuk

to do things right.

melakukan hal yang benar.

They call them "antiheroes."

Yaitu "antiheroes."

I think we need the same idea in business.

Saya pikir kita butuh konsep yang sama dalam bisnis.

We need anti-CEOs, and we need an anti-CEO playbook.

Kita butuh anti-CEO dan panduan bisnis anti-CEO.

So let me tell you about what this anti-CEO playbook is all about.

Saya akan menjelaskan apa panduan bisnis anti-CEO ini.

An anti-CEO playbook is about gratitude.

Panduan bisnis anti-CEO menekankan rasa bersyukur.

Today's business book says:

Buku bisnis zaman sekarang bilang:

business exists to maximize profit for the shareholders.

bisnis ada untuk memaksimalkan keuntungan demi pemegang saham.

I think that's the dumbest idea I've ever heard in my life.

Itu ide terbodoh yang pernah saya dengar sepanjang masa.

(Laughter)

(tertawa)

In reality, business should take care of their employees first.

Sebenarnya, bisnis harus mengurusi karyawan mereka dulu.

(Applause)

(tepuk tangan)

You know, a few years ago,

Beberapa tahun lalu,

when we announced that we are giving shares to all our 2,000 employees,

saat kami mengumumkan akan memberi saham kepada 2000 orang pegawai kami,

some people said it's PR, some said it's a gift.

ada yang bilang itu pencitraan, ada yang bilang hadiah.

I said, it's not a gift.

Saya katakan, itu bukan hadiah.

I watched it, I've been part of it.

Saya sudah melihat dan terlibat.

They earned it with their talent and with their hard work,

Mereka pantas menerimanya karena bakat dan kerja keras,

and I don't see any other way.

tidak ada alasan lain untuk saya.

The new way of business --

Cara baru berbisnis --

it's your employees you take care of first.

adalah mengurusi karyawan Anda dulu.

Not the profits.

Bukannya keuntungan.

The new anti-CEO playbook is about community.

Panduan baru bisnis anti-CEO menekankan komunitas.

Today, the businesses that have it all

Sekarang, bisnis yang sudah untung banyak

ask communities, "What kind of tax breaks and incentives can you give me?"

bertanya ke masyarakat, "Pengampunan pajak dan insentif apa yang bisa saya dapat?"

The reality is, businesses should go to the struggling communities

Seharusnya, bisnis bertanya kepada masyarakat yang membutuhkan,

and ask, "How can I help you?"

"Apa yang bisa saya bantu?"

(Applause)

(tepuk tangan)

When we wanted to build our second yogurt plant,

Saat kami ingin membangun pabrik yoghurt kedua kami,

Idaho was on nobody's radar screen.

tidak ada satu pun yang mengincar Idaho.

It was too rural, too far away, didn't have much incentives.

Lokasinya terlalu terpencil dan tidak strategis.

So I went there.

Jadi saya pergi ke sana.

I met with the local people, I met with the farmers.

Saya bertemu warga sekitar dan peternak di sana.

We shook hands, we broke bread.

Kami bersalaman dan berbagi roti.

I said, "I want to build it right here."

Saya bilang, "Saya ingin bangun pabrik di sini."

I don't need to see financial studies.

Saya tidak perlu melihat laporan keuangan.

And the result --

Dan hasilnya --

its community is thriving.

masyarakatnya makmur.

There's new schools that open every year.

Selalu ada sekolah baru setiap tahun.

New food companies are coming up every year.

Perusahaan makanan baru bermunculan setiap tahun.

And they told me,

Lalu mereka berkata,

"You're not going to find any trained workers here."

"Kamu tidak akan menemukan buruh terlatih di sini."

I said, "It's OK, we'll teach them."

Saya jawab, "Kami yang akan melatih."

We partnered with the local community college,

Kami bermitra dengan kampus setempat,

and while we were building the plant,

dan saat kami membangun pabrik,

we trained hundreds of hundreds of people for advanced manufacturing.

kami mempersiapkan ratusan orang untuk proses pengolahan rumit.

And today, our factory is one of the largest yogurt plants in the world.

Sekarang, pabrik kami adalah salah satu produsen yogurt terbesar di dunia.

(Applause)

(tepuk tangan)

The new way of business --

Cara baru berbisnis --

communities.

komunitas.

Go search for communities that you can be part of.

Carilah komunitas yang Anda bisa gabung ke dalamnya.

Ask for permission.

Mintalah izin,

And be with them, open the walls and succeed together.

dan berjalanlah bersama mereka, turunkan dinding, dan sukseslah bersama mereka.

The anti-CEO playbook is about responsibility.

Panduan bisnis anti-CEO menekankan tanggung jawab.

Today's playbook says, the businesses should stay out of politics.

Aturan main sekarang bilang bisnis harus jauh-jauh dari politik.

The reality is

Sebenarnya,

businesses, as citizens, must take a side.

bisnis, selaku penduduk, harus mengambil sisi.

When we were growing in New York and looking for more people to hire,

Saat kami sedang bertumbuh di New York dan mencari lebih banyak pekerja,

I remembered that in Utica, an hour away,

saya ingat di Utica yang jaraknya satu jam perjalanan,

there were refugees from Southeast Asia and Africa,

ada pengungsi dari benua Asia Tenggara dan Afrika,

who were looking for a place to work.

yang sedang mencari pekerjaan.

"They don't speak English," someone told me.

"Mereka tidak bisa bahasa Inggris."

I said, "I don't really, either. Let's get translators."

"Saya juga tidak bisa. Ayo kita cari penerjemah."

(Laughter)

(tertawa)

"They don't have transportation."

"Mereka tidak punya kendaraan."

I said, "Let's get buses, it's not a rocket science."

Saya bilang, "Kita cari bus. Bukan masalah susah."

Today,

Sekarang,

in one of America's rural areas,

di salah satu daerah pedesaan Amerika,

30 percent of the Chobani workforce are immigrants and refugees.

30% dari pekerja Chobani terdiri dari imigran dan pengungsi.

(Applause) (Cheers)

(tepuk tangan dan sorak sorai)

And it changed us for better.

Itu berdampak baik untuk kami.

The new way of business --

Cara baru berbisnis --

it's business, not government, in the best position to make a change

bisnislah yang paling bisa membuat perubahan, bukan pemerintah

in today's world:

dalam dunia sekarang:

in gun violence, in climate change,

Masalah kekerasan bersenjata, perubahan iklim,

in income inequality, in refugees, in race.

kesenjangan pendapatan, pengungsi, ras.

It's business that must take a side.

Bisnislah yang harus mengambil sisi.

(Applause)

(tepuk tangan)

And lastly, an anti-CEO playbook is about accountability.

Terakhir, panduan bisnis anti-CEO menekankan akuntabilitas.

Today's playbook says, the CEO reports to the corporate boards.

Aturan main bisnis sekarang bilang, CEO melapor kepada dewan direksi.

In my opinion, CEO reports to consumer.

Menurut saya, CEO harus melapor pada pelanggan.

In the first few years of Chobani,

Dalam beberapa tahun pertama Chobani,

the 1-800 number on the cup was my personal number.

Nomor telepon 1-800 di bungkus cangkir adalah nomor pribadi saya.

(Laughter)

(tertawa)

When somebody called and wrote, I responded personally.

Kalau ada yang menelepon atau mengirim surat, saya menjawab secara pribadi.

Sometimes I made changes based on what I heard,

Terkadang saya mengubah sesuatu berdasarkan apa yang saya dengar,

because consumer is in power.

karena pelanggan adalah raja.

That's the reason the business exists.

Itulah alasan mengapa bisnis ada.

It's you -- every single one of you is in power to make changes today.

Anda sekalian -- masing-masing dari Anda mampu membuat perubahan sekarang.

If you don't like the brand and the companies,

Kalau Anda tidak suka suatu perusahaan atau merek,

what they are doing with their business,

serta tindakan bisnis mereka,

you can throw them into the garbage can.

Anda bisa buang mereka ke sampah.

And if you see the ones that are doing it right,

Dan kalau Anda melihat yang bertindak benar,

you can reward them.

Anda bisa apresiasi mereka.

In the end, this is all in our responsibility.

Pada akhirnya, semua ini kembali lagi pada tanggung jawab kita.

The new way of business --

Cara baru berbisnis --

it's the consumer we report to, not to the corporate boards.

Kita harusnya melapor pada pelanggan, bukannya dewan direksi.

You see,

Soalnya,

if you are right with your people,

Kalau Anda menghormati pekerja Anda,

if you are right with your community,

Kalau Anda menghormati masyarakat sekitar,

if you are right with your product,

Kalau Anda membuat produk yang benar,

you will be more profitable,

Anda akan memperoleh lebih banyak keuntungan,

you will be more innovative,

Anda akan menjadi lebih inovatif,

you will have more passionate people working for you

Anda akan memiliki pekerja yang lebih bergairah

and a community that supports you.

dan masyarakat yang mendukung Anda.

And that's what the anti-CEO playbook is all about.

Itulah poin-poin panduan bisnis anti-CEO.

The treasure that I found in that factory --

Harta karun yang saya temukan dalam pabrik itu --

dignity of work,

harga diri dalam bekerja,

strength of character,

kekuatan karakter,

human spirit --

semangat kemanusiaan --

is what we need to unleash all across the world.

semua itulah yang kita harus sebarkan ke seluruh dunia.

Brothers and sisters,

Saudara-saudari,

there are people and places all around the world

ada banyak orang dan tempat yang tertinggal dan terabaikan

left out and left behind.

di seluruh dunia.

But their spirit is still strong.

Tapi semangat mereka masih kuat.

They just want another chance,

Mereka hanya ingin kesempatan baru,

they want someone to give them a chance again,

mereka ingin seseorang untuk memberi mereka kesempatan lagi,

not to just build it back, but build it better than before.

tidak hanya untuk membangun kembali, tapi juga dengan lebih baik dari yang lalu.

And this is the difference between return on investment

Inilah perbedaan antara pengembalian investasi

and return on kindness.

dan pengembalian kebaikan.

This is the difference between profit

Inilah perbedaan antara keuntungan

and true wealth.

dan kekayaan hakiki.

And if it can happen

Jika semua itu bisa terjadi di

in a small town in upstate New York and Idaho,

kota kecil New York bagian utara dan Idaho,

it can happen in every city and town and village across the world.

itu juga bisa terjadi di setiap kota dan desa di seluruh dunia.

This is not the time to build walls,

Sekarang bukanlah waktunya membangun dinding,

this is a time to start painting the walls.

melainkan waktunya mengecat dinding.

I leave the colors all up to you.

Anda bebas memilih warnanya.

Thank you so much.

Terima kasih banyak.

(Applause)

(tepuk tangan)