Johan Bjorksten, Founder & Chairman of Eastwei MSL, part of MSLGROUP, shares his insights from attending this year's WEF New Champions meeting in Dalian, China, 2011

1. “Quality Growth”
– My Insights and
Perspectives from
the World Economic
Forum, Dalian, 2011
Johan Björkstén
Chairman, Eastwei MSL, Beijing
Executive Report
September 2011

2. I attended the WEF Annual Meeting of the » Offered networking opportunities:
New Champions 2011 in Dalian for the first Getting to know other people is as
time this year, representing MSLGROUP. important as taking part in scheduled
It was an interesting and rewarding activities; in any case, even with a back-
experience, and since several clients have to-back agenda, it is only possible to
asked me if it would be worthwhile for their attend perhaps a fifth of the available
China executives to attend future sessions, formal sessions. For the open, curious
I have summarized some immediate business person, the Forum is a great
impressions. To me, this meeting was opportunity to make new business
worthwhile because it: connections, and also to interact with
» Focused my thinking: The Forum leading scientists, senior politicians,
is content-rich, with many parallel seasoned journalists and up-and-
presentations, seminars and workshops. coming young entrepreneurs.
I don’t necessarily feel I learned many
“new” things, but I felt the news flow of Don’t come here expecting new insights
the last year or so crystallize into a few about China; the forum is about global
key themes. It gave clarity amidst the issues. But because it is held in China,
daily clutter. there are of course quite a few interesting
» Provided perspective: I have never Chinese participants. Similarly, if you
attended a conference of such diversity take an overly transactional approach to
– disciplines, nationalities and age networking, you could be disappointed. I
groups mixed freely through formal and found listening to a Chinese 20-something
informal activities. It’s been a long time ask a Fortune-100 CEO questions about
since I had so many truly stimulating management to be equally rewarding.
and interesting conversations in such a
short time.

3. “Mastering Quality Growth” – a timely theme
3
Photo credit: © World Economic Forum (www.weforum.org)/Adam Dean
The Forum discussed growth, because this is the becoming, and how close local companies are
only thing that can save us from current economic competing on the world scene. Dozens of young
challenges and help new generations find entrepreneurs from China and India plied visiting
employment, but also quality – because this is what CEO’s with questions on how to succeed in more
will help us deal with environmental challenges, developed markets, and how one could go about
resource constraints, and rising inequality. In this disrupting inefficient established industries and
context, entrepreneurship was frequently discussed, cozy market reserves. Venture capitalists gave
and sometimes from a fresh perspective: how big organizations short shrift: “they are useful
entrepreneurship in sustainability and social causes as a source of financing and access to markets,
can spur both quality and growth, and thus help but not for much else”. Given the composition of
us meet the challenges ahead. There seems to be the audience, one somehow had the unnerving
an emerging consensus, among business leaders impression that the same thing would soon be said
as well as politicians, that there is a renewed role of developed countries.
for the state to play in setting the framework and Everyone, from Premier Wen Jiabao, who opened
conditions for entrepreneurship in every sphere, the Forum, to economists and business leaders,
rather than the old libertarian mantra of “getting out debunked the concept of “decoupling”: China,
of the way” of business. India and other developing economies are still
dependent on the world economy; indeed, this
For global leaders, one obvious takeaway from the dependence is growing as globalization continues.
forum must have been how dynamic, aggressive
and sophisticated developing market players are

4. Wen Jiabao’s opening speech
Photo credit: © World Economic Forum (www.weforum.org)/Adam Dean
4
My impression of Wen Jiabao’s opening address China to educate truly innovative people – going
was somewhat different from what I read in the from a “large country in education” to a “strong
subsequent media reports. Of course, he more or country in education”. Sustainable development
less had to say that China would come to the rescue and more inclusive social security systems were
of European countries in trouble – but he used the other themes.
expression of “extending a helping hand”, which
sounded if not condescending then at least quite Perhaps the most impressive part was the Q&A
self-assured, and also emphasized that in return, session. Wen answered every question in a
he would hope to see Europe recognizing China’s structured, logical and eloquent way. When asked
market economy status ahead of the planned how China could more specifically “support
2015/6 date, suggesting that this would be a fine developed countries” in times of financial crisis,
gesture: “This is how a good friend would treat he put local problems in context by differentiating
another good friend”. between the US, which needs to “control debt,
reduce deficits and foster economic development
Political reform was mentioned once, but as usual, and growth”; Europe, which has to “control
without any specific references to what this might sovereign debt and prevent contagion”; and
entail. More interestingly, Wen mentioned the developing countries, who are suffering from
need for dealing with “monopolies”, something “inflation and currency fluctuations due to the
most Chinese listeners would interpret as “state dollar”. He expressed confidence in the US being
monopolies”, in order to create a more “orderly and able to overcome its problems, and suggested that
transparent” investment climate. Chinese investment in the real economy, in factories
and companies rather than just treasury bonds,
In his comments on China itself, he reiterated his could be a strong support for economic growth,
long-standing themes of building a harmonious thus pushing a Chinese investment agenda in a
society and allowing all Chinese to “enjoy the fruits persuasive and non-confrontational way.
of development”. He talked about the need for
Read the full speech..

5. Idea labs
Perhaps some of the most interesting seminars at topics were familiar for me as a communications
the Forum are the so-called “idea labs” where all professional, the outcome added an international
participants are involved in interactive, small-group angle to my Chinese experience: highlighting the
sessions and then share outcomes with the bigger importance of transparency in the supply chain (it’s
seminar audience. enough that a single guy with a webcam broadcasts
abuses from a factory for any abuse to instantly
In one such session, Professor Ian Bogost escalate to a media crisis) as well as the importance
conducted a session on didactic computer games of authenticity and “leveling” with consumers; there
such as “Fatworld” which addresses obesity in kids, is nothing people hate as much online as “being
and training games where fast-food managers learn talked down to”.
how to optimize their staff and material use through
simulations based on real-life business processes Kuk Yi also emphasized how external transparency
and costs. Games can provide context which is forces companies to take a harder look at internal
difficult through traditional teaching, by directly and and employee communications; this echoes my own
simultaneously highlighting how different factors experience, where internal stakeholders are often
in a simulation are linked to each other. Rather neglected during an external crisis, which leads to
than studying abstract theory, participants develop serious disruptions in productivity and can in turn
5 a “feel” for how things work. The implications for influence the company’s ability to deal with the
a developing and human-resource-scarce market external pressure.
like China are obvious: one of the most challenging
areas is how to train sales reps and promoters, often The consensus from business leaders was that this
numbering in the thousands on this continent-sized really is a new world of transparency, where honesty
market. and proactivity are the only paths to competitive
advantage.
In another idea lab, senior business leaders such
as PepsiCo CMO Salman Amin and Best Buy VP
Kuk Yi discussed the implications for companies
of connected and aware consumers. Though the

6. Management Mentor workshop
6 Photo credit: © World Economic Forum (www.weforum.org)/Qilai Shen
Klaus Kleinfeld, formerly of Siemens, now CEO of There were also some gems on management in
Alcoa, offered a new perspective on organizational other seminars: for example ways of fostering
trust: whereas I have always felt trust is something disruptive innovation in organizations through
personal and time-based (“people do not trust a culture that encourages mistakes but tries to
companies, they trust individuals”) his example of shorten “time to failure”. The litmus test is how the
the Navy Seals and the fact that any member of the organization rewards mistakes that REALLY COST IT
team can trust another member with his life, even MONEY, rather than just talking about “encouraging
if they have never met before, holds lessons for my people to make mistakes”.
favorite topic of Corporate Culture (in my opinion,
one of the few sustainable competitive advantages
in a globalized world).
He also castigated companies for using unpaid
interns – “we should be ashamed of ourselves for
treating young people in this way; there are limits
to what we can do for the bottom line” – something
that companies in China should think especially
hard about.

7. Science
Some of the most interesting seminars were also know that child obesity is on the rise; and there
presentations on popular science, as well as in- are strong indications that movement and physical
depth debates about science and its influence on activity stimulate brain activity and learning. But
policy and economy. The most important takeaway: here, additional research is necessary to quantify
in most cases, we already know the answers to benefits and explore how city environments can
the problems. The problem is not more research, contribute to child development, but KaBOOM is
but finding the political will and concrete ways of taking direct action by creating local communities
implementing the scientific findings. One example that lobby for and contribute to playgrounds in every
is the concept of “fish banks”: by setting off marine place where they are needed.
reserves in depleted areas, local fish stocks can
rebound by more than 400% in a decade; fishing And of course the cosmology session, where we
can resume outside the reserves and provide learned about the difference between “dark matter”
sustainable incomes for communities whose fish and “dark energy” (each of which makes up a much
stocks had collapsed. Yet, only 1% of the oceans larger part of the universe than the stuff we can
are protected in this way, while research shows see, feel and touch) was something I wouldn’t have
that perhaps 15% would be needed for sustainable missed. Don’t ask me to summarize it for you… but
fishing in the remaining waters. Communications it was really interesting and entertaining. I guess you
7 rather than science becomes key – how can we had to be there.
ensure that research results and best practices
are communicated and allowed to spread from
community to community and from country to
country?
The Forum’s unique mix of participants allowed
for some unusual applications of “science”, such
as KaBOOM’s crowd sourcing of “play deserts” in
American cities. We know that children spend, on
average, 7.5 hours a day on electronic media; we

8. They think of everything!
Arrangements and logistics were of exceptionally by leveraging the exotic mysteries of China and
high quality. The Forum uses technology to overextending their interpretations into almost
provide a better meeting experience: there is anything the author desires; similarly, a presentation
a “private area” website and a fabulous iPad by a big-multinational CEO mentor on management
app that gives you instant access to CV’s and practices for global success exemplified how
organizational backgrounders of all participants, important it is to complement general experience
provides an internal messaging platform for and insights with specific examples if we are to
setting up meetings, and allows you to keep track avoid vapid repetitions of hackneyed mantras. The
of the sessions you want to attend. Service is discussion on the emerging consumer, though, was
also superb: when I realized that I had forgotten totally disjointed – but what do you expect when you
the charger for my iPad, I agonized for a couple put the Chairman of a Chinese state-owned bank on
of hours before realizing that it wouldn’t hurt to a panel purporting to provide insight on consumer
ask a local functionary if they had a charger… and preferences?
being directed to the IT Support booth where a
friendly techie quickly helped me get juiced up. The
assortment of chargers reminded me of what must
have been available in the Star Wars bar scene.
8
Most presentations and workshops can be
summarized as “predictably exhilarating”. Do,
however, also expect the unexpected. Because of
all the new, interdisciplinary connections, I had a
few minor epiphanies over three days of meetings.
For example, I suddenly realized that a couple of
distinctly underwhelming presentations had been as
important for focusing my thinking as the best ones:
a lecture on Confucianism simply highlighted how
easy it is for some westerners to wow an audience

9. Recipe for success
9
Photo credit: © World Economic Forum (www.weforum.org)/Nick Otto
The WEF in Dalian offers the opportunity of new,
or at least fresh, perspectives on key issues while
hobnobbing with interesting people from academics
and politicians to business people and local mayors.
The keys to success are planning – for example,
taking the time to leverage the Forum’s excellent
attendance lists, programs and community apps
in order to set up meetings in advance – an open
mind, and lots of energy.

10. For over 20 years, MSLGROUP Asia has counseled staff reaches an additional 125 Indian cities and a
global, regional and local clients, helping them to strong affiliate network of independent agencies
establish, protect and expand their businesses in across the region adds another 23 Asian cities
Asia. to our reach. In the past two years, MSLGROUP
Asia has been recognized with more than 35
The largest PR and social media network in both awards, including MSL Japan’s 2009 ‘PR Lion’ in
Greater China and India, MSLGROUP Asia is the Travel and Tourism category at the Cannes
headquartered in China and includes 30 owned Lions International Festival of Creativity and ‘PR
offices and 1250 staff across Shanghai, Beijing, Consultancy of the Year’ for Hanmer MSL India,
Guangzhou, Chengdu, Hong Kong, Taipei, Tokyo, 20:20 MSL India, Eastwei MSL China, and ICL MSL
Seoul, Singapore, Kuala Lumpur, Mumbai, Taiwan from both international and local industry
Delhi, Ahmedabad, Pune, Bangalore, Chennai, groups.
Hyderabad and Kolkata. A satellite network of
The company’s “knowledge-driven
communications” approach has received wide
industry attention and has been documented in the
local industry bestseller PR, Chinese Style. The
book has been printed in three editions and has
Johan Björkstén sold some 13,000 copies in China. Widely regarded
Eastwei MSL, as a thought-leader, in addition to PR, Chinese
Founder & Chairman Style, Johan Björkstén has also written several
textbooks on China and the Chinese language and
writing system, as well as coauthoring Catching
Born in 1964, Johan has spent more than 20 years Up Fast: PR and Marketing in a Web 2.0 China and
in China since his first visit in 1986. He is fluent the general business handbook How to Manage a
in Chinese and worked for eight years as a radio Successful Business in China.
and TV host, producing more than 500 of his
own weekly Chinese programs on Beijing TV and Johan is one of the best-known and most
Beijing Music Radio. He is a frequent guest and respected Swedish businessmen in China. He is
commentator on China Central Television and has one of the founders of the Swedish Chamber of
hosted TV shows and events all over China. In the Commerce in China, which in 2010 granted him
course of his media career, he has built a strong lifetime honorary membership for his contributions
network with key Chinese broadcast and print during his 12 years of service on the Chamber
media and has deep expertise in how to creatively Board. Johan is also a Director and Advisory Board
engage with Chinese audiences. Member at East Capital, one of Europe’s largest
fund managers focusing on Eastern Europe,
In 1994, he founded Eastwei Relations, which grew Russia and China. In addition, he was Treasurer and
to China’s leading local strategic PR consultancy Director of the European Chamber of Commerce in
with over 100 employees in four cities. In 2009, China for two years running.
The Holmes Report awarded Eastwei Relations
the accolade of China PR Agency of the Year; one Besides Chinese, Johan is fluent in English and his
year later, in 2010, the agency joined MSLGROUP native Swedish. He freely reads German, French
to become Eastwei MSL. The firm serves a number and Russian. He has a Master’s degree in Physical
of Fortune-500 clients including household names Chemistry from the University of Uppsala, Sweden.
such as P&G, IKEA, SONY, Puma, Volvo Cars,
ABSOLUT and Singapore Tourism Board.
Contact: johan@eastweimsl.com
mslgroup.com
asia.mslgroup.com