“I don't think I will become a billionaire one day”

Titled the book "Overcoming Giants", while the world has the saying "Standing on the shoulders of giants", does Uyen Phuong have any association here?

Phuong always believes: There is no formula for success, only creativity, like knowledge about Marketing 4P. This is also what Phuong wrote in this book. But more importantly, how to use Marketing 4P to create efficiency depends on the capacity and organization of each business.

“Overcoming giants” and “Standing on the shoulders of giants” are two completely different concepts. “Overcoming giants” is expressed through action. Overcoming means that I have to try very hard when competing with someone and sometimes I win, sometimes I lose, it cannot be said that I am always on top.

“Standing on the shoulders of giants” is almost a perspective position, because I have become a giant. But this is impossible, there is always someone bigger and no one is the biggest. Because when you are the biggest, there will be no more goals for you to continue to move forward.

In fact, in the race, I am not always ahead, that is unrealistic. Especially, in the context of fierce competition not only at home but also in the world, Tan Hiep Phat itself has had to make efforts to improve to maintain its position. Although crisis after crisis, the business still steers to overcome and become stronger. That is the meaning of the title "Overcoming the Giant", the book Phuong just launched at the end of August at Forbes headquarters.

Back to the story of Tan Hiep Phat refusing Coca-Cola's investment of more than 2.5 billion USD 7 years ago, mentioned by Uyen Phuong in the book "Overcoming the Giant". Was the decision to refuse such a big deal difficult for Phuong's family at that time?

Being approached by multinational companies is the dream of many businesses and Tan Hiep Phat was also eager and excited. But when the official invitation from the partner came, Tan Hiep Phat found a huge gap, especially in finance and ambition. Tan Hiep Phat wanted to bring the Vietnamese brand to the world, but when Coca Cola set the condition of not being able to launch new products and only managing in the regions of Vietnam, Laos and Cambodia, my father (Mr. Tran Qui Thanh) found it impossible to do so.

Between 2.5 billion USD and bringing Tan Hiep Phat brand to the world, after considering the desire to serve and continue to fulfill the dream, "boss" Thanh discussed with his family whether he wanted to continue the game that we had agreed on or not?

“Boss” Thanh realized that being of service and making dreams come true is what brings more value, creating a playground and giving people the opportunity to bring something meaningful, we will be known to the world more and can make the game more interesting.

Finally, boss Thanh decided to choose the path of bringing Vietnamese brands to the market.

This is also mentioned by Phuong in the book "Why making decisions is not so difficult anymore"

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