A CEO's endless quest

A CEO's endless quest.

To Silchai Kiatpapan, chief executive of PICO (Thailand), knowledge can be found everywhere, even in soap-opera novels. This thirst for knowledge is what keeps him alert for clients' increasingly complex demands

Dubbing himself the CEO with the highest number of hobbies, Silchai Kiatpapan, newly appointed chief executive of event-organiser PICO (Thailand), spent 10 minutes during an interview to recall all the stuff he likes to do on his own and with his family.

He has three telescopes and six cameras. He plays golf. Two or three times a year, he sets off on a diving expedition. He fishes, treks through forests, loves electronic gadgets, and reads all kinds of books from soap-opera novels to Nobel prize-winning literature.

His interests are diverse and perfectly fit his profile. Graduating with a bachelor's degree in science in public health from Mahidol University, he furthered his studies in microbiology at the same university and in environmental science at Kasetsart University. He turned his back on these fields as a passion for electronics kicked in: when the microcomputer was born, he bought one.

He started a small business with his friends to sell Apple computers and write software. After 10 years of failing to raise awareness of Thai software against imported products, he scrapped the business and became the general manager of a design company. He joined PICO (Thailand) 15 years ago, chiefly because of a challenge from Pised Chungyampin, the company's major shareholder.

"He said, join me and you can use all the knowledge you have," Silchai recalls. "I didn't believe him. But I found out that my knowledge is not enough. I still have to learn and this encourages me to turn PICO into an organisation that hungers for knowledge."

Silchai says it is necessary that all staff in the organisation build up knowledge for conducting business and related activities. At school, kids don't know why they have to learn certain subjects, but one day in the future what they learned at school can help in their work. And what they learned can help others who don't know about the subject. In his eyes, elements of knowledge are comparable to Lego blocks, which are put together to complete a jigsaw.

"The company has been existing for 25 years and we have so much knowledge to share," Silchai says.

Realising the need for continual learning, PICO was encouraged to invest money into turning a room in their office on Bangkok's Sukhumvit Soi 105 into a knowledge centre.

With help from an Italian designer, the building itself was renovated a few years ago with bright colours and nooks where employees can work, read magazines, and chat. There is also a coffee corner where staff can visit regardless of the time of day, as executives are not concerned about the period of work as long as they get their jobs done. This warm atmosphere stems from the belief that a relaxing ambience energises people and encourages them to communicate with others.

Silchai believes such an environment differentiates PICO staff from those of other companies.

PICO employees are taken as consultants not marketers, he said. They reach potential clients with advice and this is necessary given that nowadays people are accessible to all media. If they are not equipped with proper ideas, clients might turn their backs on them and hire another company at a cheaper cost, he says.

In addition, the staff must know how to convince clients to invest a little bit more for maximum benefit. Clients should not cut costs for cheaper exhibition materials since if something bad happens, damage costs even more.

Along the way, successful projects have attracted qualified personnel - and that has created long-term returns. Silchai admits that in the beginning, the company suffered financially but the investment has paid off in the long run.

"We have done this for 10 years. At first, nobody understood what we were doing. Now, they know. Financial returns are not our goal, but human resource development."

Incorporated in 1981, PICO is a member of the Pico Group, a global event marketing company and one of the world's leading exhibition services company, with an extensive network of more than 20 offices in major cities in Asia, Europe, America and the Middle East.

Under the Thai management team, throughout the past 26 years, PICO (Thailand) has been awarded many projects. Chief among them was involvement in the King's exhibition at Muang Thong Thani last year when PICO was responsible for the design of the graphic waterfall, the pavilion and sections devoted to sufficiency economy, the Royal Descent and the new agricultural theory.

It is now working on a history museum. Presenting the information in more innovative ways with help from modern technology, the venue is set to draw Thais back to museums and to yearn for more knowledge.

Silchai agrees with Pised, who says that most people measure civilisation through the length of new roads. Few talk about educating people, which would render long-term benefits.

PICO sees it as important to send staff on overseas trips for new ideas. It also provides annual conferences to keep their people updated with the latest trends. Once back in Thailand, the representatives share their knowledge with their colleagues.

PICO now has 100 employees and its subsidiaries about 200. Each year, some 10 per cent resign.

"It's not much," Silchai says. "Despite the resignations, we still have to invest in people. If we're too worried and don't invest in them, we'd be short-sighted. Indeed, the investment is worthwhile. Clients wonder why other companies want our people on their teams. That shows how good we are in the industry."

The investment is necessary, as PICO wants to ensure that knowledge is delivered to all those who visit the events that the company creates. Everything is knowledge. When the horseman rode a steed up the stairs to light the fire during the 2006 Asian Games in Doha, it told the history of the people in the Middle East - their origin - he says.

"In every event, commercially oriented or not, knowledge is always incorporated."

PICO (Thailand) last year won the Best Office award, the annual ranking of PICO units worldwide to commend the best office in terms of performance, growth history and sustainability. Silchai is proud of this achievement, which marks the third time it has achieved the honour in its history.

"It shows that Thais can also be role models in terms of organisational management. Other companies are studying our model," he says.

With an established structure, Silchai is not worried about leading the company. He knows that the 71-per-cent profit growth last year might lead investors to expect more from the company, but he is not alone. He is equipped with good planning and a troupe of quality people who are ready to share their knowledge to constantly push the company forward.

Achara Deboonme

The Nation
Mon, January 15, 2007