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![Shunee Yee co-founded CSOFT in late 2003 and has since guided the company to become a global corporation with 14
offices in key locations around the world. Recognized for her ingenuity and business acumen, Yee was the 2009 recipient
of the International Stevie Award for Best Asian Entrepreneurs, honored by Globalization Today as one of the world's Top
25 most influential leaders in the outsourcing industry in 2011,and recognized by Fortune as one of 2012's Most Powerful
Women Entrepreneurs as well as one of the tech industry’s top 36 most powerful disruptors of 2012.
"At our core, we all want
the same thing: to have
successful, mutually
relationships. The notion
that companies from the
West cannot achieve this
with businesses in the
East is outdated."
qualities are able to promote long term
success, not just for themselves but for their
companies. He describes the most effective
leaders, “Level 5 Executives,” as having a
mix of both personal humility and
professional will. I want to find those
leaders here in China. Furthermore, I hope
that in launching this search, we will
inspire more leaders in China to move from
good to great.
R: Can you explain a little more about
Good to Great? How exactly does it fit in
with these interviews and HQ?
S: I really admire Jim Collins and all of his
work. Much of what he promotes in his
books regarding well-established
companies and their leaders relates closely
to certain Chinese virtues. For example, we
have this saying, bainianlaodian (
), which encapsulates the idea of a
company ‘built to last.’ We also talk of
leaders who have an ‘inner strength,’ a
drive that comes from within.
What interests me about Good to Great in
particular is Collins’ discussion of the impact
leaders have in guiding their companies to
greatness. The executives who ultimately led
their companies to sustained success weren’t
so much the celebrity, spotlight-craving types
as they were quiet, strong, and principled
leaders. They almost always came from within
the company and, because of this, understood
what needed to be done. They were far more
concerned with company success than their
own personal gain and made hard decisions
when they needed to be made. As Collins
says, most often, these traits can’t be traced
back to educational background or even
experience. They are innate qualities and not
everyone possesses them.
These innate qualities, I like to think of
them as a certain ‘magic.’ This magic
describes the character of those business
leaders, but not just at one moment. It can
encompass a collection of traits, a series of
decisions, or string of consistent actions
that ultimately define a person’s success as a
leader. Collins points to professional will,
internal drive, and an uncompromising
attitude, but there are even more attributes
that embody these leaders. It may be
different for each individual, but I believe
that this magic quality is a fundamental
characteristic of successful, great leaders
around the world, as well as those
companies that are built to last. I also truly
think that Chinese people recognize,
respect, and desire these qualities in leaders
– the ones who ultimately drive their
companies to success.
R: Okay, I’m starting to see how this is
all connected. What you’re saying makes
sense, but how are we going to find these
companies? What makes CSOFT so
well-suited for this job?
S: Well, we’re pretty great at telling stories!
Laughs. But really, think about the work we
do [at CSOFT] on a day-to-day basis. We
help companies build and execute strategies
to enter global markets, a service which is
growing in demand. We have years of
experience working with worldwide clients
in industries such as Life Sciences, Energy,
Electronics, Finance, IT, Enterprise
Solutions, Transportation… and with
S t e p p e S [CSOFT’s globalization
consulting arm], we’ve also started working
with many China business leaders looking
to take their companies global. We
understand their challenges just as we
understand the subtleties and nuances of
culture in international business. This
cultural know-how and hands-on
experience grants us unique insight. It’s
simply the nature of our business. We're
lucky to be at the frontier of globalization.
Beyond that, CSOFT possesses a certain
talent for integrating art and business. Art
is a powerful language that transcends
culture. It can have a profound influence
on people and their perceptions. It is truly
penetrating. I feel that, as we deal in
language and communication, our work
has an artistic quality.
Then there’s our people. CSOFT has the
right people. I think we are truly blessed to
have a powerful mix of talented individuals
from around the world – industry experts,
artists, linguists, photographers, marketing
writers, etc. – all working together to tell
our story, creating content that is truly a
pleasure to read and experience. Our people
are obsessed – obsessed with achieving the
best, and simultaneously finding joy in it.
It’s that tenacity – and honestly, a little bit
of magic – along with our cultural-art-
business blend and experience that makes
us perfect for the job.
R:That’sreallyinteresting–Ihadn’tthought
aboutitthatwaybefore.Shunee,givenyour
recentrecognitionasoneofFortune’s2012
MostPowerfulWomenEntrepreneurs,can
youdiscussalittleabouttheexperienceas
well as your leadership?
S: Attending the Fortune Most Powerful
Women Summit was a fantastic experience
and I was quite honored to be sharing the
stage with so many phenomenal business
leaders. That experience certainly inspired
me, and while I was there I couldn’t help
thinking about our new initiative for HQ.
My sincere hope for the China Executive
section of HQ is that it will inspire people
the same way that the Fortune Summit
inspired me. I hope this spirit – the
celebration and recognition of great leaders
– will spread to the East.
At the Fortune Summit, I met and talked
with so many accomplished business
leaders, and was continuously struck by the
fact that they all possessed something in
common: magic. Others might have
different names or descriptions for it, but it’s
that quality that energizes, motivates,
inspires you just from being around certain
people. And it can be people with vastly
different personalities – some charismatic,
others possessing a quiet calm… something
you can’t quite put your finger on, but you
know it when you find it. The magic!
Laughs. Now I want to find the magic in
China.
What I can tell you is that I see myself as a
good example of the blend between East
and West. I was raised studying classic
Chinese literature, calligraphy, the pipa
[Chinese lute], but the foundation of my
business experience took place in the West.
In Chinese, we would call this blend
ronghe ( ). Because of this, I find
myself focusing on the common values
and practices shared between East and
West rather than the differences. I guess
this blend has contributed to the magic
that has helped drive CSOFT's success
over the years – it's become a part of who
we all are. It's CSOFT's magic! Laughs.
R: Laughs. Yes, maybe. Tell me then,
Shunee, how would you define
leadership in one sentence?
S: I don’t know… It’s the dongxi... the
thing! Laughs.
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![!
Chinese chengyus ( ), or proverbial idioms
usually composed of four characters, are integral
to Chinese language and culture.
Etymologically, cheng ( ) means “to become”
and yu ( ) describes language. That said,
chengyu can be literally understood as “becom-
ing part of a language.” Generally derived from
classical literature, these four-character phrases
are intimately connected to China’s historical
stories, myths, and fables. They often contain
multiple layers of meaning and reflect the mor-
als behind the stories rather than simply the
stories themselves.
Translated literally, this chengyu means “dif-
ferent in approaches but equally satisfactory in
results,” or “different paths can take one to the
same goal.”
This specific chengyu originated from an
essay by Han Yu, one of the greatest liter-
ary masters during the Tang Dynasty (circa
AD 600). In this essay, Han Yu discussed
two of the most renowned ancient poets:
Sima Xiangru and Yang Xiong. These two
poets were both from the Western Han
Dynasty period (around 200 BC), but they
ABOUT THE HÉ-MAN
The story of Jesse He (rhymes with
“the”, as opposed to “hee”) begins
in Nanjing, a city in China’s Jiangsu
Province. Since he was young, Jesse
has been strongly interested in both
Eastern and Western philosophy,
which in turn inspired him to travel
the world and immerse himself in
the cultures he had previously only
read about in books.
Currently living in Boston, Jesse has
also lived in both North Carolina
and New York, where he taught
Mandarin. In China, Jesse has lived
in Guangzhou, where he perfected
his Cantonese, as well as Beijing
and Nanjing. At CSOFT, Jesse has
played an instrumental role in shap-
ing the company’s philosophy of
dedicated customer service. In his
spare time, Jesse enjoys reading,
spending time with his family, and
regaling his colleagues with tales of
Chinese history and explanations of
esoteric idioms.
composed with wildly differing styles (the
former flamboyant and lavish, the latter
direct and critical). Despite conflicting and
opposing styles, the two poets were equally
successful and their poems were both
widely popular.
While there does not appear to be an
English idiomatic equivalent, this Chinese
chengyu does, however, hold connotations
of “coincidence and harmony of oppo-
sites” found in the philosophical thought
of Heraclitus, a pre-Socratic Greek philoso-
pher. A good example is expressed in this
aphorism of his: “The road up and the road
down is [sic] one and the same.” Its mean-
ing could also be traced back to the Roman
Empire, with the popular modern saying
“all roads lead to Rome.” From here we see
that the ancient wisdom of the Greeks, the
Romans, and the Chinese is yiqutonggong:
they are like three musical instruments,
unique and different to one another, yet
equally melodic and appealing.
Applied to today’s increasingly globalized
world, yiqutonggong is still just as relevant
as it was centuries ago. As opportunities
to gain exposure to new cultures, ideolo-
gies, and methodologies become ever more
prevalent, this chengyu reinforces the idea
that there is more than one way to reach
a given goal. Other methods may be less
familiar, but that doesn’t make them any
Hé-man: Master of the Chengyuniverse
less effective. Whether applied to business
or general life, this chengyu provides a novel
perspective with regard to viewing, embrac-
ing, and valuing differences.
COMMUNICATION
Paging
Dr. Johnson
The English language has more words in it
than any other, but there are still hundreds of
words – hidden away in foreign languages
where native speakers are unlikely to find them
– which don’t have a counterpart in English.
Here’s a selection of some of our favorites.
Shemomedjamo
(Georgian)
To eat past the point of being sated
just because the food is so good.
Hikikomori
(Japanese)
A young person who has with-
drawn from public life and spends
all their time watching TV, surfing
the net, or playing games. In most
places, we would call such a person
a “teenager.”
Pilkunnussija
(Finnish)
A person who believes it’s
their duty to correct all
grammatical mistakes at
the cost of popularity,
self-esteem and mental
wellbeing. (A particularly
useful word when consid-
ering the pedants who put
this magazine together.)
Zhaghzhagh
(Persian)
Say this word out loud
and you can probably
guess the meaning: the
chattering of teeth from
the cold or rage.
Yuputka
(Ulwa, Nicaragua & Honduras)
A word to describe the feeling of
walking in the woods at night, the
spectral sensation of something
crawling over your skin.
Kummerspeck
(German)
Excess weight gained from
emotional overeating. The
literal, and quite delightfully
fitting, translation is grief bacon.
Pelinti
(Buli, Ghana)
Specifically, “pelinti” means “to move
hot food around in your mouth.”
What it refers to is the practice of
opening your mouth when it’s full of
hot food to try and cool it down.
Cafune
(Brazilian Portuguese)
To tenderly run your fingers
through your lover’s hair.
Tartle
(Scottish Gaelic)
The word for that
panicked feeling just
before you have to
introduce someone
whose name you
have forgotten.
Pana Po'o
(Hawaiian)
To scratch your head in order to help
you remember something you might
have forgotten – which from now on,
will probably be the word pana po’o.
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![Some nicknames are good, some bad,
and others are so utterly inane that
they somehow take on a life of their
own and start demanding to write
articles. Here, Ross Goulding battles
his cynical alter-ego, G-Money, as
they bicker over Beijing’s highlights.
NING
Ross Goulding: Beijing has a very
strong nightlife scene. From luxuri-
ous, high-end cocktail lounges to
squalid, student hangouts, whether
you’re a pub lover or sports bar
enthusiast, there’s somewhere for you
to drink. Like most things in China,
the Beijing clubbing scene is rapidly
developing. Two venues now vie for
dominance in the expat market. Haze
is run by westerners and looks like
the kind of place you might find in
Berlin or London. Lantern, a Chinese-
run establishment, does a decent job
of aping the western dance scene.
Both places host a variety of different
musical styles and the odd interna-
tional DJ. Be sure to check magazines
with local listings for details of what’s
on when you’re next in the city.
G-Money: You’ve been to all the
major global cities. You’ve been to
Irish pubs, martini bars, and wine
lodges the world over, and they
all appear to be exactly the same.
Prepare for something unique.
Chinese clubs generally appear as if
the phlegmatic gods of neon-kitsch
have turned up and liberally sprayed
every surface with as many glowing
spit balls as possible. The restrained,
minimalist approach preferred by
more musically respectable establish-
ments has been jettisoned in favor of
being as subtle as a ginger toupee.
Generally, in these clubs, you arrive
with your predetermined group of
friends, sit at your own table playing
dice, and only move from this posi-
tion if you’re on fire. A trip to one of
these clubs is not a good option if
you’re looking to meet new people;
however, as a unique glimpse into an
unreported slice of foreign culture,
it’s unmissable.
Coco Banana 8 Gongti Xi Lu, Chaoyang District,
8599 9999
Latte Worker’s Stadium North Gate Chaoyang
District, 6551-8881
Mix Worker’s Stadium North Gate, Chaoyang
District, 6506 9888
Haze A101 Guanghua Lu SOHO, 22 Guanghua
Lu, Chaoyang District, 5900 6128
Lantern 100m north of Gongti West Gate,
Chaoyang District, 135 0134 8785
DINING
Ross Goulding: While Beijing
now has a veritable firmament of
Michelin stars, to get to the real
heart of the city you need to try the
delectable street food on offer. The
most common street food is yang
rou chuan’r (pronounced: yang row
ch-wah), a spicy, cumin lamb shish
kebab. Chuan’r is often eaten with
a bottle of beer on a street corner
and typically costs no more than 2
RMB per mini-kebab. Ten chuan’r is
a perfect post-pub snack, although
it’s not uncommon to challenge
your friends to a chuan’r eating con-
test and devour fifty of the things.
Chuan’r can be found in literally
hundreds of street side locations
across the city – look for the long,
rectangular BBQ pit and the Chinese
symbol [ ] lit up outside.
G-Money: Yang rou chuan’r is a fine
food for little girls like Ross, however,
Wining, Dining
and Reclining
with Ross Goulding
&
G-Money
Dying
(
whi
HQ EXCLUSIVE
LOCAL FLAVOR
Originally from Arizona, USA, Ruben
Payan first arrived in Beijing close to
seven years ago. He started Human in
Motion Fitness Studios (a leading edu-
cator on functional training in Beijing
that is also affiliated with the US-based
Institute of Human Performance), where
he trains Chinese coaches on muscle and
movement systems while also providing
personal training sessions. Ruben has
been part of the extended CSOFT fam-
ily for a few years now, “Rubenizing”
CSOFTers with high-energy, stimulat-
ing workout sessions. As every CSOFT
member knows, you’re not officially a
CSOFTer until you’ve been Rubenized!
Exercise,
Globalize,
Rubenize!
FOCUS
What brought you to China in the first place?
Well, it’s really an interesting story, but I’ll do
my best to give you the edited version. My life
was at a crossroads. My hair was turning grey
at 27, and I realized I needed a drastic change
in my life. I had just finished a three year
Life Coaching program in the US and was
inspired to play big! I picked China out of the
blue. I really don’t know why: I didn’t know
anyone here, I didn’t speak the language, and
I didn’t know what the heck I was going to
do when I arrived! I just felt this connection
to China and trusted my intuition.
When I told my mother I was coming to
China, she laughed. She told me that when
I was between three and four years old, I
looked out the window of the car while she
was driving and pointed to the stars and
said, “China!” Destiny? I believe so. Smiles.
What are some of the challenges you’ve
faced living here?
The biggest challenge I’ve faced – and one that
many other foreigners are confronted with –
is that I initially thought that business was
conducted the same way here as back home.
Here in China, as it turns out, non-native
business owners must learn a whole new set of
rules. Learning the true value of relationships
is, in my opinion, the most important lesson.
It is these long-lasting relationships that allow
us to grow our businesses while supporting
others doing the same. As a foreigner, aspiring
to be successful in China requires you to put
your ego aside. Be a sponge and share your
talents at the same time.
Why did you decide to open your own per-
sonal training business?
Fitness is my passion! I am blessed to
be part of an industry that continues to
grow each year. Being able to bring western
training to people in China is a dream come
true. I am loving it!
Can you share some interesting observations
about being a personal trainer here in China?
I would say one of the most interesting
things I appreciate about Chinese coaches
is their willingness to learn. The power to
say “I don’t know” is inspiring. I believe we
would all benefit from possessing this type
of humbleness. It would allow us to never
become complacent, to always search for
ways to be better at what we love to do.
What is it about China that appeals to you
and keeps you here?
This is my home! I am living out my
American Dream in China. I know it sounds
strange, but it’s true. I get to live out my
dream, and at the same time, I am honored
to be able to give back to an industry that
I love. I am committed to staying here in
China until that feeling of home goes away
– if it ever goes away!
HQ EXCLUSIVE
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December 2012 HQ Magazine
- 3.
- 4. As summer glidesinto autumn, the pace of life accelerates: parents ready their children for another school year, farmers harvest their crops, businesses prime themselves for the last quarter, and our team at CSOFT prepares for the bustle that surrounds year-end activities. For me, as summer’s last breeze fluttered and autumn’s strong winds pulled me along, I experienced an unforgettable few weeks. In early October, I made my way from Beijing to California to attend Fortune’s Summit in Laguna Niguel as one of Fortune’s 2012 Most Powerful Women Entrepreneurs. It was an extraordinary experience, heightened by the fact that I was surrounded by so many talented and accomplished women who have all made amazing contributions to the global business space. The environment was incredible, pulsing with energy and spirit. I left feeling immensely inspired and also contempla- tive about CSOFT’s growth strategy as we prepare to enter our tenth year. Upon arriving back in Beijing, I immediately set off again for Chengdu, my second trip to the capital of China’s Sichuan Province in a matter of weeks. In retrospect, the timing was quite interesting, having lived in Beijing all these years and never with a reason to visit Chengdu. Then, suddenly, I found myself making two separate business trips there in such a short period of time. With the discussions and dialogue from Fortune’s Summit fresh in my mind, I returned to Chengdu a second time, feeling oddly nostalgic. I grew up guided by the notion of what a well-educated lady should master; specifically music, chess, calligraphy, and painting. I was, however, also taught lessons traditionally reserved for males – that is, the stories and poems of legendary heroes and ancient battles. It was these childhood literature lessons that re-surfaced as I landed in Chengdu. Deeply established in Chinese history, Chengdu is home to many historical sites, including the Wuhou Temple, dedicated to China’s greatest and most accomplished strategist, Zhuge Liang. Practically embodying the highest level of strategy described in Sun Tzu’s The Art of War, Zhuge Liang is the subject of many written works; my personal favorite is a poem by the prominent Chinese poet Du Fu. This poem, Shu Xiang « », focuses on the loyalty, courage, and dedication Zhuge Liang exhibited in his role as Chancellor of the state of Shu Han during the Three Kingdoms period in ancient China. It’s these qualities that helped to unite and defend his country far more effectively than his grasp of strategy ever could; as a result, these are the very qualities that have inspired generations of leaders in China, including myself. As a growing economic center in southwestern China, Chengdu plays a vital role in China’s long-term development strategy. Recently chosen as the hosting city for Fortune’s Global Forum 2013, Chengdu is both a symbol and the reality of the 21st century’s global economy. Visiting this city, I was taken aback by the unusual parallels between history and modern day, East and West, philosophy and business. These thoughts have paved the way for us to develop this second issue of HQ magazine, which is dedicated to our long-term customers, industry peers, and friends. As Zhuge Liang's loyalty and dedication resonate in Du Fu's poem, so too does our appreciation for your loyalty and dedication resound throughout the following pages. Shunee Yee President & CEO, CSOFT November 27, Beijing Wuhou Temple
- 5. Throughout this issueof HQ, you’ll notice several sections entitled Threads of Silk. These anecdotes are included to themati- cally tie different elements of the magazine together, much like the Silk Road served to intertwine the ancient world. HQEXCLUSIVEHQART a CS OF T m a g a z i n e Volume 2, Number 2 34 THE ART OF CUSTOMER SERVICE Offering a contemporary perspective on the evolution of the customer experience 40 GLOBAL CITIZENS CSOFT global team members share thoughts and viewpoints about multi-cultural explorations 42 EXERCISE, GLOBALIZE, RUBENIZE! Up close and personal with personal trainer Ru- ben Payan as he reflects on ex-pat life in Beijing 43 WINING, DINING, AND RECLINING WITH G-MONEY Ross Goulding explores culinary and recre- ational activities in Beijing 46 RESTAURANTS A night-sky full of Michelin stars illuminates our guide to Beijing’s best eateries 48 2013 CALENDAR OF EVENTS A rundown of CSOFT’s events for 2013 49 LIFE IN THE DESERT CSOFT’s in-resident photographer Feng Gang artfully essays the barren landscape of the Gobi Desert 54 HISTORY, BUSINESS, AND THE ART OF LISTENING A bit of a philosophic piece for those who prefer to have their art with a dash of war 39 HÉ-MAN: MASTER OF THE CHENGYUNIVERSE The examination, dissection, and modern- day application of ( ) 38 PAGING DR. JOHNSON Pana Po’o over this list of foreign language words with no English counterparts HQ CONTENTS LEADERSHIPCOMMUNICATION 7 KISS MY APPS An overview of the already vast yet growing mobile application market in China 9 THE FUTURE OF ENERGY TECH A visual representation of energy facts and sta- tistics, including forecasts about what’s to come 12 DEVELOPING MOBILE TECHNOL- OGY IN THE DEVELOPING WORLD An examination of how the smartphone revolution is aiding the developing world 14 GIZMOS & GADGETS The hottest, shiniest little luxuries you’ll be techno-lusting for in 2013 16 ON THE SHELF On the subway, on a plane, on the toilet – these are the books you should be reading 17 ONCE UPON A STORYTELLING TIME Leadership through heuristic inspiration 20 IT’S AN EAST-WEST THING! An exclusive interview with CSOFT CEO Shunee Yee on Chinese business, leadership, and the future of HQ magazine 27 AN APP A DAY KEEPS THE DOCTOR AWAY The brave new world of doctor-less diagno- ses is explored through mHealth technology 29 ON THE GENEALOGY OF LANGUAGE A commentary about the revelation that humans aren’t the only species on this planet to have ever engaged in conversation 31 TRANSLATINATOR 2: JUDGEMENT DAY Futuristic technology in the shape of a Universal Translator, and a terrible 90s movie pun. What’s not to like? TECHNOLOGY
- 6. Shunee Yee Melissa Taing BryonyThorpe Ross Pfenning Ross Goulding EDITORIAL TEAM Feng Gang PHOTOGRAPHY / ART DIRECTOR Daniel Gutierrez Nara Yu LAYOUT & DESIGN Adam O’Neill Jesse He Zachary Overline CONTRIBUTING STAFF Ruben Payan Emily Chen Carl Yao Qian Qiao Meg Connelly Bonnie Tian SPECIAL THANKS Copyright © 2012 CSOFT International, Ltd. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission. This magazine is not intended for sale. CSOFT International, Ltd. World Financial Centre, 15F 1 East Third Ring Road Beijing, China 100020 ph. +86 10 5736 6000 www.csoftintl.com REPRODUCTION MAKING of Shunee Yee Bryony Thorpe Feng Gang Ross Goulding Melissa Taing Ross Pfenning Nara Yu Daniel Gutierrez Kiss my Apps As a child, when you thought of your future self living in the glistening tech- nological Valhalla we all knew was just around the corner, what did you consider to be the one essential piece of technology you’d be using? A flying car? Robot slave? Lightsaber? Whatever direction your imag- ination took you, it’s doubtful that your youthful blend of optimism and naiveté led you towards the idea that humanity would spend the new millennium obsessing over small plastic rectangles with pieces of glass stuck to them. After all, while recogniz- ing how sleek and stylistic smartphones have become, aesthetically they’ll never be as appealing as, say, a nuclear-powered jetpack. The relative visual mundanity of smartphones actually stands as a testament to the value placed on function over form; no matter how unimpressive your shiny, little, black objet d’affection may actually be, you’ll never care because – as many a man has unconvincingly pleaded before – it’s what you do with it that counts. And what you do with smartphones invariably involves apps. The ability to personalize the software on your device has resulted in a world of hand- sets superficially identical in form yet vastly different in function. The substance-over- style world of smartphones has started to reveal national trends in app usage. China is an exemplary case. Having recently surpassed the US in smartphone usage, China is now the larg- est market for smartphones in the world – approximately a quarter of the billion mobile phone users in China already own smartphones. It’s no wonder then that app developers are paying greater atten- tion to Chinese consumers. With such a large existing market, and the potential to expand even further, successful app developers around the world are eager to better understand which apps most interest Chinese smartphone users. However, com- petition is stiff. With an estimated 500,000 to 800,000 mobile application developers in China, the growing smartphone mar- ket is already being fueled with new apps tailored to Chinese users’ preferences. So, again, what do Chinese people like to do on their smartphones? According to statistics taken from app store purchases, after games and enter- tainment, the most popular apps in China are in the social and communication cat- egories. One such app, QQ – a simple, web-based instant messaging platform adapted for mobile use – is immensely popular, not just among the Chinese youth, but within the workplace as well. Commonly used for file-sharing between colleagues and even unofficial commu- nication between clients and vendors, QQ offers users a free and speedy way to receive and share information. Very much related to QQ but offering more in the socializing department, Weixin (also known as WeChat) allows users to communicate via text or short voice mes- sages. Users can also create profiles with photos and personal information. To top it off, Weixin borrows the location sharing aspect of apps like China-based MoMo, registered Weixin accounts in China in just over a year since its launch in January 2011 of registered users between ages 22 and 30 100million 76.1% billion billion $35apps downloaded worldwide in 2010 apps downloaded globally in 2011 projected worldwide app downloads in 2014 worth of projected worldwide app downloads in 2014 9 29 76.9 million million TECHNOLOGY 7
- 7. Imagine what amodern day Silk Road would look like, considering the technology, innovative thought, history, and experience accumulated over the last two millennia. In 2010, an Italian team from OFL Architecture responded to an international competition organized by design and management firm Newitalianblood. The competition, entitled “Map of the Silk Road,” invited participants to present creative interpretations of the recovery, modernization, or reinvention of the Silk Road trading routes. The winning team designed a project called Silk Road Map Evolution (SRME), conceived via an examination of the commonly problematic and challenging consequences that result from a typical urban structure – namely congestion, immobility, and non sustainability. Reflecting the East-to- West connection of the historical Silk Road trading routes, SRME extends from Venice to Xian, Shanghai to Tokyo, incorporating significant advances in technology along the way. Composed of both inhabitable, sustainable towers and a railway system designed to travel on gravitational polarized fields, OFL’s project replaces trading routes with a linear, integrated infrastructure that acts as a living urban generator and economic pump to extend life support to smaller, micro-cities along its path. of SILK Threads or the more internationally recognized Grindr and Blendr, to make it possible for app users to find one another, meet people, and make new friends. When not gaming or socializing, Chinese smartphone users spend a fair amount of time browsing the Internet. One app designed to make mobile web-browsing easier and more fun is Dolphin, created by Chinese mobile app developer Mobotap. Dolphin expands on custom browser fea- tures by offering tabbed browsing, webzine displays, and speech searches. Best of all, Dolphin also includes gesture browsing, which incorporates the multi-touch func- tion of most smartphones and enables the user to access features and load websites with a few personally programmed strokes of the screen. Despite initially targeting Chinese users, the app has been localized to support over 20 languages worldwide. One common thread among the most pop- ular and successful apps in China is this: they’re free. It seems Chinese app users are unwilling to pay money just to access content. App developers like Tencent have caught on to this consumer disposition, making their apps free, while providing attractive in-app purchases. In-app pur- chases rely on users becoming reliant on (or, in the case of certain gaming apps, “addicted to”) the app, offering upgradable service, greater usability, or competitive advantages (for gaming apps) that users are happy to fork over money for – the free app they downloaded having become an intrin- sic part of their lives. No matter the average Chinese consumer’s inclinations, there is a massive market as yet untapped in China. Understanding what Chinese smartphone users desire in their apps isjustthefirststeptopenetratingthatmarket. of the Chinese population – over a billion people – registered as mobile phone users of the global smartphone market represented by China as of Q1 2012 estimated revenue from Chinese mobile internet users in 2011 representation by USA 3G users in China mobile internet users in China not on a 3G network 76% 22% billion$13.7 16% 160million 431million *Research from technology analyst firm Canalys and market research group Analysys International, Techrice.com, and chinainternetwatch.com (81.4%) Fossil Fuels: 117,095 TWh (10.6%) Other Renewables: 15,284 TWh (5.8%) Nuclear energy: 8,283 TWh (2.2%) Hydro: 3,208 TWh TOTAL GLOBAL ENERGY CONSUMPTION BREAK DOWN OF TOTAL GLOBAL ENERGY SUPPLY PROJECTEDNATIONAL SHALEGASPOTENTIAL 107 272.5 110 396 38862 159 231 862 1,275 China* U.S. Australia Canada Algeria Proved Nat. Gas Reserves (Tcf) Technically Recoverable Shale Gas Resource (Tcf) WORLDWIDE ENERGY STORAGE CAPACITY 2011: 121 MW – enough to fully charge 17,285,714 iPhones 2021: 12,353 MW – enough to fully charge 1,764,714,286 iPhones 1990354 2000406 2008505 2015573 2020619 2025671 2030721 2035770 QuadrillionBtu THE FUTURE OF ENERGY TECH Just 1 MW of wind energy could power up to 400 homes without emitting any CO2 . By replacing an electric water heater in an average house- hold with a solar one, the long-term benefits amount to preventing more than 50 tons of CO2 emissions. Average car in the US emits 50 tons of CO2 every 6 months Exercising athletes exhale about 20 lbs of CO2 per day. In 2008, nuclear power prevented an estimated 690 million metric tons of CO2 from entering the atmo- sphere, equivalent to the amount of CO2 emitted after 210 flights around the world. Replacing one month’s use of fossil fuels with 100 kWhs of wind power is comparable to keeping your car off the road for 2,400 miles (3,862 km). A 1 kWh photovol- taic system would prevent 300 lbs (136 kg) of CO2 gas from being emitted, roughly equivalent to the amount of CO2 ex- haled by a rugby team (15 players) on game day. *According to current projections, China stands to gain the most from shale gas extraction. Unconventional gas has the potential to increase national gas reserves by approximately 1000%. There are over 400 nuclear power plants worldwide. A wind farm generating 1000 MW takes up 50-150 km2 of land. A 1000 MW solar or photovoltaic park takes up 20- 50 km2 of land. For a 1000 MW nuclear plant, site requirements are estimated to be 1-4 km2 . L.A. N.Y. (100%) Total world energy:143,851 TWh **Research gathered from US Energy Information Administration, Solar Energy International, NREL, Our-energy.com, elitefeet.com, EPA, IEA, Pike Research, and Halliburton. Tcf – Trillion cubic feet kWh – kilowatt-hoursMW – Megawatts TWh – Terrawatt-hours Quadrillion British Thermal Units (Btu) = 33,430 MW, which can power 13,372,000 average homes in a developed nation. As the global demand for energy grows, so too does the need for innovative solutions. Below is a visual depiction of the future of energy consumption, storage, and resources. Beijing, China 210 Round trips Buenos Aires, Argentina =10 homes TECHNOLOGY 8 9
- 8. The CSOFT AnnualSummit is a venerable tradition amounting to a week of mutual learning, exchange, and teambuilding. Bringing together our worldwide team of clients, partners, linguists, executives, and special guests, it is an opportunity to share knowledge, exchange expe- riences, and engage in industry-specific dialogue. Our tenth year anniversary celebration promises to surpass even the towering standards set in years past, uniting our global family, highlighting company achievements, and putting the “decade” in “decadence.” Join us for our 10th Annual World Summit as we voyage into the future, ascending to even greater heights. June 26-28, 2013 Make the Ascent. 10years Join us for CSOFT’s 10TH ANNUAL WORLD SUMMIT For details and updates, please email csoft10@csoftintl.com.
- 9. Colombo-tantalite ore... everheard of it? More commonly referred to as “coltan,” this precious mineral is a key component in much of the technology we use everyday, yet most people know surprisingly little about it. Without coltan, we would be unable to manufacture many of the appliances and tools we use and have come to depend on, including laptops, mobile phones, hospital equipment, etc. However, that’s not all there is to know. As it was with gold, diamonds, and oil, so it has been with coltan, a mineral that is practically untraceable once it has been mined, and one that has plunged much of western Africa into a pyrrhic resource war, spurred on by global demand for con- sumer electronics. While the fundamental necessity of coltan in manufacturing electronic appliances risks consigning the African continent to yet more decades of suffering, there does, however, appear to be a beleaguered light at the end of this collapsing tun- nel. The answer to the conflict over coltan lies not in decreasing global demand, but in strengthening the social system to battle against such senseless violence. Ironically, mobile technology – the cause of the upsurge in coltan demand and thus the cause of the resurgence of violence – has demonstrated promising poten- tial to help mend much of what is broken. Mobile technology, often viewed as merely a convenient social tool in the West, is becoming an actual necessity in the developing world. In Africa, certain challenges have constrained technological devel- opment and progress. In Uganda for example, personal laptops and desktop computers are prohibitively expensive. To compound the problem, most of the country isn’t even connected to a power grid. Even if a local family scrimps and saves to afford a computer, it would be nearly impossible to keep such a power-hungry machine running for any appreciable length of time without spending another significant sum of money on electricity, or hours physically generating power. Smartphones offer an alternative – they’re rela- tively cheap and far easier to charge up. As a result, most of Uganda’s Internet usage is done exclusively on these smartphones. Ten years ago, there were fewer than 100,000 phone lines in Nigeria. Today that number has jumped three orders of magnitude to over 100 million. The trend is the same all over Africa, with Rwanda’s phone use soaring by 50% in 2010 alone. Paul Kagame, President of Rwanda since 2000, said in 2007, “In ten short years, what was once an object of luxury and privilege, the mobile phone, has become a basic necessity in Africa.” It seems that in Africa, the advent of mobile phones has had a dramatically positive effect across several different industries and on the overall quality of life. Developing Mobile Technology in the Developing World TECHNOLOGY – Banking in this region has become heav- ily reliant on smartphone technology. In 2009, MTN Uganda, the nation’s largest telecom provider, launched a new service called MobileMoney. This service allows people to not only add money to their online bank accounts at dedicated kiosks, it also allows them to text money to other people’s online bank accounts, which can then be with- drawn from the same kiosks. In the past, these transactions would involve the physical transportation of actual fiat notes over to the recipient, which in certain places could be quite risky and generally inconvenient. According to a survey by the Gates Foundation and the World Bank, in Kenya, Sudan, and Gabon, at least half of all adults now use mobile money services. – Mobile innovations play a critical role in the livelihood of Ugandan farmers as well. Previously, these farmers often found themselves working a laborious and time-consuming job, isolated from the wider community, which made it dif- ficult to access information. Nowadays however, smartphone apps provide them with crucial information that can dramatically improve their yields, and thus their livelihoods. For example, they can be sent diagnostic information to identify and treat diseases that threaten their harvests, receive weather warnings to prepare for droughts, and compare market prices to ensure that they get a good deal on their crops. – The education sector has also been positively impacted by the exponential increase in smartphone usage. With apps that teach math, English, and science spreading across the continent, the poten- tial to create a paradigm shift in Africa’s education system is strengthening. – Previously, upon arriving at a refugee camp, fleeing natural and man-made disasters and tragedies, it was next to impossible to find relatives and friends among the hundreds of thousands of shattered lives. Nongovernmental organization Refugees United has cre- ated a mobile database for refugees to register their name and details, sig- nificantly increasing the chances of families being reunited. – Public health has also seen a boost. With the World Health Organization (WHO) estimating that 30% of medicine in developing countries is counterfeit, medicine packages now come with a special, scratch-away panel on the back, revealing a code which users can send to a special service to determine whether their drugs are certified, legal, and safe. The spread of malaria is also being tracked via smartphones, enabling greater response and prevention. – Mobile technology has given many millions of Africans the opportunity to significantly change the political regimes under which they live. As an example, western media recently chronicled how the use of mobile technology – and various web apps, most commonly accessed via phones – played an integral part in the Arab Spring, helping to organize crowds at the grassroots level, spread information among supporters on the ground, and affect geopolitical pressure by dissemi- nating local news to media in the West. Mobile technology is by no means a flawless solution to these local challenges. There are still millions without access to power of any kind and many who struggle to use mobile technology due to high rates of adult illiteracy. Network service can be inconsistent, causing limited access to phone-controlled funds. These issues will likely diminish as countries continue to develop their communications infrastructure, but reliance on mobile phone technology will only grow as smart- phones further ingrain themselves in daily life. NGO EDUCATION POLITICS HEALTH AGRICULTURE FINANCE 12 13
- 10. Saab’s technological innovations, housedin a cutting-edge machine of exceptional and . Out of the ordinary. Beijing Automotive Industry Holding Co., Ltd. style quality. www.baicmotor.com 14 Gizmos&GADGETS SAMSUNG 4G LTE MOBILE HOTSPOT With Samsung’s new 4G LTE Mobile Hotspot, you’ll never have to suffer from slow-internet-speed-rage in public again. With the ability to connect up to five wire- less devices at once, the 4G LTE Mobile Hotspot can keep a small office connected while on the move. Also, weighing in at an ultra-lightweight 2.7 ounces (76.5 grams), this isn’t a device you’ll have to factor in when considering your baggage allowance, making it ideal for frequent travelers. ASUS PADFONE 2 What would you get if your iPad made pas- sionate, unprotected love to your iPhone? Well, if you’re an Apple fanboy, you’d most likely get another disturbing dream to add to the growing list of symptoms that prove you take brand loyalty too far. For everyone else, this unholy technological union gets you the innovatively named PadFone 2. For those who want the mobility of a cell phone, but the clarity and enhanced usability of a tablet, you can now have both. The PadFone 2 is lighter, sleeker, and packs more power than its pre- decessor, delivering the perfect compromise for today’s increasingly mobile population. SOLIO SOLAR CHARGER At one point or another, all modern mobile phone users experience the panicked, spine- tingling terror of a dead battery. It always happens when you most need your phone. (For example, when you’re waiting on the ransom call from that kidnapper who has your grandmother, or when you really, really need to check IMDB to see who wrote the screen- play for Sister Act 2: Back in the Habit.) “If only,” you may think to yourself, “if only there were a gigantic orb of nuclear fire hanging in the heavens, continuously blasting our planet with an almost limitless supply of energy…” Luckily for you, someone else already had that same idea. The Solio Solar Charger receives energy from a curious astronomical phenom- enon in our solar system – which scientists have dubbed the “Sun” – and transmits that energy via USB to your mobile device, allow- ing you to recharge on the go. PEBBLE E-PAPER WATCH It’s been said that the Pebble E-Paper watch (which, it’s important to note, is made from neither pebbles nor paper) does for the com- mon wristwatch what the smartphone did for the common cell phone. This quantum leap in time-telling technology allows you to monitor calls, text messages, and emails, as well as control your music and interact with your phone in a number of innovative ways. Amazingly, it can tell the time too. CELLUON MAGIC CUBE – VIRTUAL PROJECTION KEYBOARD Famed Sci-fi author, Arthur C. Clarke, stated in his third law “Any technology, sufficiently advanced, is indistinguishable from magic.” Korean company Celluon has produced one such piece of technology: the Magic Cube. By casting a full-sized keyboard onto a flat surface, this highly portable light-projection unit allows users to type on a far larger area than is offered by any tablet or smartphone. As futuristic devices go, a virtual keyboard made of light must feature pretty highly on the “magic” list. SWIVL Ever look at your smartphone and think, “I know what my favorite gadget needs… a gadget of its own!” Ideal for small busi- nesses, or anyone who frequently makes presentations, Swivl is the ultimate hands- free cameraman. Simply place your smart- phone in the dock, hold the small receiver in your hand (or put it in your pocket, wear it around your neck, staple it to your forehead, etc.), and the Swivl will follow you around the room with your smartphone’s camera. The receiver even contains a microphone so your voice can be recorded at a consistent level. While the benefits for videoconferenc- ing and presentations are obvious, the Swivl can also be used to record short films. *Images sourced from: androidpolice.com, survivalpunk.com, thenextweb.com, anandtech.com, technobuffalo.com, hightech-solutions.it TECHNOLOGY
- 11. From Greek mythologyto Native American narratives, a univer- sal element that has existed across cultures, languages, and time is storytelling. Historically, storytelling played a critical role in the development of communities, societies, and cultures. Carried throughout history to present day, storytelling offers a means to a montage of ends, including education, entertainment, experience, and knowledge sharing, as well as a way to make sense of unex- plainable or mysterious events. As storytelling was highly regarded in communities throughout human history, so too were the individuals that imparted these tales. Even today in West African countries, the griot, master of words and lyrics, is the keeper and proprietor of oral tradition, whose responsibilities are founded in communication, expression, and exchange. Hailed as historians, messengers, praise-singers, and ONCE UPON A STORY- TELLING TIME advisors to nobility, griots are enlisted to perform at ceremonies and celebrations, to provide comfort and encouragement, and are as much feared for their wisdom as they are respected. By combining truth, imagination, and a sincere oratorical style, storytelling weaves a compelling narrative that pulses and breathes. Numbers, data, facts, and words sit stagnant, but a gifted or practiced raconteur breathes life into these elements to energize, motivate, inspire, and encourage listeners. Though it may appear to be the case, this is no endorsement of a “Say no to data, and bring on the fairytales!” stance. Rather, in certain situations, sto- rytelling’s effectiveness in the workspace is far more powerful than one might initially imagine: great storytellers possess the ability to inspire, establish a vision, define a culture, strengthen values, and fortify beliefs. In today’s fast-paced, information-packed world, we need leaders who can inspire staff, communicate compellingly, and both engage and be engaged completely. Storytelling is an undemanding way to share knowledge, while simultaneously encouraging self-discovery, application, and development. As French author Antoine de Saint-Exupéry, most celebrated for composing the story of Le Petit Prince (The Little Prince), once said, “If you want to build a ship, don’t drum up people together to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea.” LEADERSHIP The Next 100 Years (2009) George Friedman Written by the CEO of private intelligence firm Strategic Forecasting, Inc. (Stratfor), The Next 100 Years details exactly what it says on the cover. Examining the ever- shifting geopolitical situation, Friedman’s book has been criticized for not taking into account the destructive inevitability of cli- mate change and for downplaying China’s role in the coming century. Nevertheless, this is a fascinating, breezily written postula- tion of our near future by one of the most prescient minds in global intelligence. It began with a man and a mission. The man, Ferdinand Baron von Richthofen (1833-1905), was a well-traveled German geographer, scientist, and scholar, whose impressive depth of knowledge about geography and geomorphology resulted in, among other achievements, two landforms on opposite sides of the world being named after him: Richthofen Range, identifying the mountain range in south- ern Gansu, China, and Mount Richthofen, the highest mountain of the Never Sum- mer Mountain Range in Colorado, USA. Long fascinated with China, Baron von Richthofen (a title shared by all his male family members, including his nephew, the WW1 fighter pilot nicknamed “The Red Baron”) spent most of his time be- tween 1868 and 1872 traveling China. His research during this time would contribute greatly to the geographical understanding of China and Central Asia. The Baron also greatly influenced pupil Sven Hedin, who would go on to unearth many historical, geological, and geographical discoveries in western China and Central Asia. In 1877, Baron von Richthofen was also first to coin the term “Seidenstrassen (Seiden- straße)” to identify one of the world’s best- known trade routes facilitating east-west exchange and connectivity: the Silk Road. Thinking, Fast and Slow (2011) Daniel Kahneman Recipient of the Nobel Prize in Economic Sciences for his research pertaining to the psy- chological mechanisms of decision making and judgment, Daniel Kahneman combines data- rich research with articulate, engaging prose to produce a book that has been selected by the NewYorkTimes, The Economist, TheWall Street Journal, Globe and Mail, and the Los Angeles Times as one of the best books of 2011. For anyone interested in behavioral research or decision making, Thinking, Fast and Slow is an eloquently penned masterpiece that uncov- ers the psychological workings behind human reasoning and choice. Great by Choice: Uncertainty, Chaos, and Luck – Why Some Thrive Despite Them All (2011) Jim Collins & Morten T. Hansen Co-authored by Good to Great bestseller Jim Collins, Great by Choice is an anthology of nine years’ worth of research and investiga- tion. Alongside more than 20 researchers, Collins and Hansen seek to determine how companies succeed in uncertain, tumultuous environments. Drawing on research and sto- ries about such companies as Intel, Southwest Airlines, Apple, Progressive Insurance and more, Great by Choice provides insightful data and analysis that is undeniably relevant, not only to the presently unsettled global econ- omy, but also the unpredictable, fast-paced business world we live in today. One Billion Customers: Lessons from the Frontline of Doing Business in China (2005) James L. McGregor Written by James L. McGregor, former CEO of Dow Jones & Company in China and Wall Street Journal Bureau Chief for China and Taiwan, One Billion Customers acts as both a history of post-reform China and a guide to doing business in a vastly different culture. Detailing the free-for-all, Wild-West business style that exploded across China in the wake of Deng Xiaoping’s reforms, with handy hints and first person accounts of the pitfalls that have befallen naive western investors interspersed throughout the book, McGregor’s One Billion Customers makes a compelling read for anyone interested or involved in doing business in China. of SILK Threads Ferdinand von Richthofen On the Shelf LEADERSHIP 16 17
- 12. Dongxi, the Chineseword for ‘thing,’ is comprised of two parts: dong (east) and xi (west). In Chinese, this word is used to refer to any object, just as its translated sibling in English. However, dongxi possesses an additional meaning – an under- standing so transparent, it leaves no room for doubt or surprise. Conversely, to say something “is a thing” in the western sense confirms its existence, usually with the added connotation of being relatively novel or chic. Two selections of Chinese lore explain the origins of the word dongxi. It appears our (Chinese) ancestors knew long before our time that East-West would in fact be a thing. To them, evidently, this is old news. According to one etymological tale, there were once two markets located in ancient China. They were positioned such that one market lay to the east, the other to the west. People were free to buy from both markets, so to go shopping was said to buy east and west and became the idiomatic way of saying buy things. Another origin story for the word dongxi involves the five Chinese phases, or wu xing, a concept related to the western notion of the four elements. Each phase car- ries an association with a cardinal direction: Earth at the center, water in the North (bei), fire in the South (nan), wood in the East (dong), and metal in the West (xi). As the story goes, some government officials were gambling one day when the emperor, disguised as a civilian, happened upon them. Attempting to conceal their illegal pastime, one of the officials hid the gambling chips in a wicker basket; how- ever, the emperor caught him and asked what he had hidden. The official replied “dongxi.” Having never heard this word, the emperor inquired, “Why do you say dongxi and not nanbei?” The official then explained that nan and bei, representing fire and water, could not be placed in the basket as fire would burn it and water would leak through the bottom. He used dongxi because both wood and metal could be carried in the basket. At this, the emperor revealed himself, praised the official, and proclaimed that dongxi would henceforth be used to refer to ‘things.’ 18 19
- 13. It’s an East-West Thing "People wantto know more about ‘new China’ and are generally interested in China's business development and the people driving it. Who are the leaders of this change?" “What drives companies to success? People often credit success to a single big decision, a turning point that changes everything. But what of incremental change – the step-by-step progression to success that can’t be attributed to one singular moment?” As I sat there fiddling with my notebook, attempting to process the question and come up with an intelligible answer, Shunee continued ruminating, “I believe certain companies possess a kind of magic. It can’t necessarily be quantified or traced to any one or two things in particular, but some companies have it – and those are the companies that succeed over the long term.” This ‘magic’ quality is one that has framed many a conversation I’ve had with Shunee over the last several weeks. It has sprung up in discussions over the direction of HQ, as well as Shunee’s vision for CSOFT. So, when presented with the opportunity to interview our dynamic and business- savvy CEO as part of the China Executive section of HQ magazine 20 21
- 14. Good to Greatexamines the shared characteristics of companies that have experienced the transition from general mediocrity to sustained excellence. With the help of 20 research assistants, Collins spent five years analyzing 1,435 listed Fortune 500 companies between 1965 and 1995, determining that only 11 of these companies made the shift from good to great – marked by a sharp increase in revenue and continual outperformance of the general market for a period of 15 years thereafter. Good to Great has received praise and attention not only in the business world, but also among sports teams, religious institutions, schools and many other organizations looking to improve, expand, or become “great.” Good to Great (2001) Jim Collins "From conversations I’ve had with friends, journalists, and clients, there seems to be a real hunger for good, current information about the direction business is progressing in China." – a feature of this and all future editions – I decided that it might just be an important element to cover. Of course, I had other questions too. Viewing the interview as an occasion to satisfy not just my curiosity, but that of others as well, I prepared questions delving into the future of HQ and the role these executive interviews would play in subsequent editions of the magazine. It was clear from my conversations with Shunee that East-West – not just any old thing – would be an important feature of both the magazine and the interviews. However, what particularly perplexed me were her references to Jim Collins’ book Good to Great. After several mentions, I took the hint and read the book that she seemed to regard so highly. However, where I thought I would find answers, I instead found more questions. Intrigued to learn exactly how all these elements fit together, I sat down with Shunee once more to discuss her views, and this time, came away feeling quite enlightened. It’s almost as if some kind of spell was lifted and I could see everything clearly. Was this perhaps the magic of our dynamic leader at work? Ross Pfenning: So, Shunee, I’ve been curious about this for a while now: how exactly did HQ get started? And why are we continuing it? Shunee Yee: Well, the concept for HQ began last year as a CSOFT yearbook of sorts. At the beginning of every summer, we invite regional experts, worldwide linguists, and industry leaders to join our global team for a week-long CSOFT World Summit. Every year builds on the last – thought- provoking discussions, laughter, team-building activities… a lot of really wonderful memories. We wanted to find a way to share this with a larger audience. That’s when we first thought to produce a yearbook, which eventually transformed into HQ; it was something initially designed to reach a wider audience and share our industry knowledge, experience, and company culture more broadly. Additionally, we wanted to showcase Beijing – the rapidly evolving city in which CSOFT is headquartered – from our perspective. That was where it all began; I don’t think any of us really understood what we were getting ourselves into! Laughs. Originally, we only planned to circulate a couple thousand copies, but we got such great reactions. Since then, a lot of people have told me how excited they were to see future editions. In the beginning, just over a year ago now, I do remember wondering if HQ would continue beyond one issue, but it was just a flicker of a thought. We really didn’t deliberate much in the beginning – it all kind of unraveled unconsciously. I think this is because we have a lot to share: we work with companies all over the world to help them go global, a process which includes overcoming technological, linguistic, and even cultural barriers in order to penetrate Q A& international markets. Globalization is full of unique challenges, but we’re lucky to be a part of so many successful stories. I feel our business is a narrative worth communicating, and one that we began with the first magazine. I can’t say I knew from the start where HQ would take us, but now I have a pretty good idea of the direction I want it to head in. R: So what direction is HQ headed in now? Is it any different from last year’s? S: This edition of HQ retains the novel perspective offered by the first magazine, but with a new focus – a focus we intend to maintain over the life of the magazine. From conversations I’ve had with friends, journalists, and clients, there seems to be a real hunger for good, current information about the direction business is progressing in China. People want to know more about ‘new China’ and are Chinese companies understand this, as evidenced by the growing demand for globalization services in China. Therefore, our mission for HQ is to showcase Chinese companies that have expanded – or are in the midst of expanding – globally, both in terms of business and company culture. R: Why China Executive interviews? What will they include or focus on? S: As I said, there's enough dry data out there, not many reports go deep or focus on China’s business leaders, and standard media interviews generally do not examine the character of these Chinese leaders. Perhaps this has to do with Chinese culture, which promotes the beauty of principles like hanxu ( ). This concept in particular advocates a humble, modest, and reserved approach to both general and business interactions, which, unfortunately, can also discourage open speech and direct communication in Chinese business. On top of that, Chinese companies generally employ hierarchies, which can also play a role in the flow of communication. China’s business landscape is shifting though, and so are the approaches of China’s business leaders. Additionally, there are not a lot of established channels that allow Chinese leaders to communicate their views or impart their experiences. Many Chinese leaders may still be growing accustomed to the idea of stepping into the spotlight, but for those who are willing to share their stories, HQ offers them the opportunity to do so. We want to give them a voice. By asking questions that drive at the human aspect of each of these leaders rather than the typical interview questions usually encountered, HQ becomes a channel of information which sheds light on China’s business landscape and demonstrates that great business leaders in both the East and West share similar qualities. It’s related to one of the strongest messages I took away from Jim Collins’ book Good to Great: leaders who possess a certain set of generally interested in China’s business development and the people driving it. Who are the leaders of this change? Yes, some publications report on statistics and data, but few go deep, and even fewer attempt to go behind the scenes. By digging deeper and interviewing China executives, we’re attempting to offer a different perspective. By blending culture and art with a technology and business focus, we’re hoping to give our clients – and, really, anyone interested in reading our magazine – something new and exciting, informative yet sexy. That’s the plan anyway. Laughs. At our core, we all want the same thing: to have successful, mutually beneficial business relationships. The notion that companies from the West cannot achieve this with businesses in the East is outdated. The reality is that eastern and western companies are becoming increasingly dependent on one another. I believe 22 23
- 15. Shunee Yee co-foundedCSOFT in late 2003 and has since guided the company to become a global corporation with 14 offices in key locations around the world. Recognized for her ingenuity and business acumen, Yee was the 2009 recipient of the International Stevie Award for Best Asian Entrepreneurs, honored by Globalization Today as one of the world's Top 25 most influential leaders in the outsourcing industry in 2011,and recognized by Fortune as one of 2012's Most Powerful Women Entrepreneurs as well as one of the tech industry’s top 36 most powerful disruptors of 2012. "At our core, we all want the same thing: to have successful, mutually relationships. The notion that companies from the West cannot achieve this with businesses in the East is outdated." qualities are able to promote long term success, not just for themselves but for their companies. He describes the most effective leaders, “Level 5 Executives,” as having a mix of both personal humility and professional will. I want to find those leaders here in China. Furthermore, I hope that in launching this search, we will inspire more leaders in China to move from good to great. R: Can you explain a little more about Good to Great? How exactly does it fit in with these interviews and HQ? S: I really admire Jim Collins and all of his work. Much of what he promotes in his books regarding well-established companies and their leaders relates closely to certain Chinese virtues. For example, we have this saying, bainianlaodian ( ), which encapsulates the idea of a company ‘built to last.’ We also talk of leaders who have an ‘inner strength,’ a drive that comes from within. What interests me about Good to Great in particular is Collins’ discussion of the impact leaders have in guiding their companies to greatness. The executives who ultimately led their companies to sustained success weren’t so much the celebrity, spotlight-craving types as they were quiet, strong, and principled leaders. They almost always came from within the company and, because of this, understood what needed to be done. They were far more concerned with company success than their own personal gain and made hard decisions when they needed to be made. As Collins says, most often, these traits can’t be traced back to educational background or even experience. They are innate qualities and not everyone possesses them. These innate qualities, I like to think of them as a certain ‘magic.’ This magic describes the character of those business leaders, but not just at one moment. It can encompass a collection of traits, a series of decisions, or string of consistent actions that ultimately define a person’s success as a leader. Collins points to professional will, internal drive, and an uncompromising attitude, but there are even more attributes that embody these leaders. It may be different for each individual, but I believe that this magic quality is a fundamental characteristic of successful, great leaders around the world, as well as those companies that are built to last. I also truly think that Chinese people recognize, respect, and desire these qualities in leaders – the ones who ultimately drive their companies to success. R: Okay, I’m starting to see how this is all connected. What you’re saying makes sense, but how are we going to find these companies? What makes CSOFT so well-suited for this job? S: Well, we’re pretty great at telling stories! Laughs. But really, think about the work we do [at CSOFT] on a day-to-day basis. We help companies build and execute strategies to enter global markets, a service which is growing in demand. We have years of experience working with worldwide clients in industries such as Life Sciences, Energy, Electronics, Finance, IT, Enterprise Solutions, Transportation… and with S t e p p e S [CSOFT’s globalization consulting arm], we’ve also started working with many China business leaders looking to take their companies global. We understand their challenges just as we understand the subtleties and nuances of culture in international business. This cultural know-how and hands-on experience grants us unique insight. It’s simply the nature of our business. We're lucky to be at the frontier of globalization. Beyond that, CSOFT possesses a certain talent for integrating art and business. Art is a powerful language that transcends culture. It can have a profound influence on people and their perceptions. It is truly penetrating. I feel that, as we deal in language and communication, our work has an artistic quality. Then there’s our people. CSOFT has the right people. I think we are truly blessed to have a powerful mix of talented individuals from around the world – industry experts, artists, linguists, photographers, marketing writers, etc. – all working together to tell our story, creating content that is truly a pleasure to read and experience. Our people are obsessed – obsessed with achieving the best, and simultaneously finding joy in it. It’s that tenacity – and honestly, a little bit of magic – along with our cultural-art- business blend and experience that makes us perfect for the job. R:That’sreallyinteresting–Ihadn’tthought aboutitthatwaybefore.Shunee,givenyour recentrecognitionasoneofFortune’s2012 MostPowerfulWomenEntrepreneurs,can youdiscussalittleabouttheexperienceas well as your leadership? S: Attending the Fortune Most Powerful Women Summit was a fantastic experience and I was quite honored to be sharing the stage with so many phenomenal business leaders. That experience certainly inspired me, and while I was there I couldn’t help thinking about our new initiative for HQ. My sincere hope for the China Executive section of HQ is that it will inspire people the same way that the Fortune Summit inspired me. I hope this spirit – the celebration and recognition of great leaders – will spread to the East. At the Fortune Summit, I met and talked with so many accomplished business leaders, and was continuously struck by the fact that they all possessed something in common: magic. Others might have different names or descriptions for it, but it’s that quality that energizes, motivates, inspires you just from being around certain people. And it can be people with vastly different personalities – some charismatic, others possessing a quiet calm… something you can’t quite put your finger on, but you know it when you find it. The magic! Laughs. Now I want to find the magic in China. What I can tell you is that I see myself as a good example of the blend between East and West. I was raised studying classic Chinese literature, calligraphy, the pipa [Chinese lute], but the foundation of my business experience took place in the West. In Chinese, we would call this blend ronghe ( ). Because of this, I find myself focusing on the common values and practices shared between East and West rather than the differences. I guess this blend has contributed to the magic that has helped drive CSOFT's success over the years – it's become a part of who we all are. It's CSOFT's magic! Laughs. R: Laughs. Yes, maybe. Tell me then, Shunee, how would you define leadership in one sentence? S: I don’t know… It’s the dongxi... the thing! Laughs. 24 25
- 16. With over 40,000medical apps across iOS, Android, and other operating systems, it’s no surprise that Healthcare Global, a health- care news and information provider, projects the global wireless health market to be worth USD 38 billion by 2016. In this respect, the healthcare industry is edging its way towards a revolution. New strides in the development of mHealth (the umbrella term for mobile tools used to service needs within the healthcare sector) could lead to massive advancements in diagnosis and treatment. The gradual adoption of tablets and smart phones as medical tools is perhaps one of the more evident of these advancements, but this form of mHealth barely scratches the surface of the many ways in which traditional healthcare is evolving. Below are several key areas where new technological developments are having hugely positive effects. PRIMARY DIAGNOSIS The growing prevalence of tablet devices in hospitals allows time- strapped doctors and nurses to instantly record or consult patient notes and information. Some hospitals have also recently intro- duced telehealth systems, which provide features such as mobile video consultations. When employed in the medical space, these systems provide doctors the opportunity to exchange detailed clinical information with ease. This creates a more convenient AN APP A DAY KEEPS THE DOCTOR AWAY diagnostic procedure for both patient and doctor, while simultane- ously improving the overall patient experience. On a similar note, Nuance, a global market-leader in communica- tions services, has recently designed voice recognition technology that can be implemented into healthcare billing and medical records procedures, saving time, resources, and money. Another interesting development comes from start-up company CellScope. Although its products are currently in the beta-testing phase, CellScope seeks to transform smartphones into clinical diag- nostic devices that include optical attachments. Their first product to be launched is an otoscope, a device used to view inside the ear, thus enabling remote diagnosis and treatment of, for example, ear infections, which, in the US, typically result in 30 million visits to the doctor each year. CellScope’s wide range of innovative attach- ments – such as the dermascope, which obtains diagnostic images of the skin – are set to create big waves in the world of self-administered medical examination. MANAGEMENT OF CHRONIC DISEASES Several newly developed technologies and apps are also changing the way we handle long-term disease management. Gluco Phones, LEADERSHIP The astonishing tale of Shenzhen’s success is driven by Futian District, also recognized as the city's central business district. Both a financial hub and a manufacturing powerhouse, Shenzhen is one of the most investment-worthy cities on the planet and an ideal destination for any business hoping to take advantage of the burgeoning Asian economy. world’sThe best kept business secreT Invest In Futian District shenzhen +86 (755) 82927859 / +86 (755) 82976585 27
- 17. “ for example, reminddiabetics to take their glucose tests and provide the option of transmitting these results to caregivers. Doctors can now also monitor and manage conditions such as cardiovascular disease remotely. This ability to treat patients vicariously should significantly decrease the strain on centralized healthcare ser- vices and care workers, not just in developing countries, but also in regions such as Ontario, Canada, where almost a third of the 12- million-strong population live in rural areas. With the onset of a chronic dis- ease comes another problem: prescription management. One example of the innova- tions occurring in this area can be found at the US National Institute of Health. Medical imaging scientist Jesus Caban and his colleagues have created software that can distinguish a pill based on its shape, color, and imprint, identifying pills with a 91% accuracy rate in less than a second – a percentage bound to increase with further adjustments to the software. Recently introduced in China is an elec- trocardiogram-sensing handset, another remote monitoring device. Designed to record short bursts of heart data at regu- lar intervals, which are then transmitted to the 24-hour Life Care Networks Call Center in Beijing, this device shows prom- ising, life-saving properties. As a testament to its innovation, it received the 2012 Computerworld Honors Laureate award. There are also numerous apps aimed at the general consumer. Fitness apps, such as Nikeplus and Runkeeper, enable users to track and optimize workouts, while nutri- tion apps such as VegOut, Food Additives, and Locavore, not only track calories and list additives, they also identify nutritious food options in supermarkets, diet-appro- priate restaurants, and in-season produce. Other app options turn your smartphone into a stethoscope (iStethoscope), measure your sleeping intervals (Sleep Cycle), and test your eyesight (Eye Test). A separate piece of technology, which has been forecast to bring a wireless revolution to the healthcare system, was developed by Near Field Communication (NFC). NFC technology allows data to be transmitted wirelessly across short distances, thereby reducing the risk of human error as patient visits, medication dosages, and other details are automatically logged. This system has been piloted in the Netherlands, where there are currently more than 50,000 care workers regularly employing NFC phones to organize and track their home visits. If employed effectively, mHealth can stream- line services, optimize resources, and save both time and money. That said, it still has some major challenges to overcome, perhaps the biggest being security breaches. When dealing with a subject where confidentiality is of the utmost importance, hospitals and other medical facilities will need to ensure they have fully secured enterprise wireless systems or employ systems whereby mobile devices can only access patient records and data, not store them. Another hurdle to overcome is ensuring that hospitals and services have the correct infrastructure in place to support these developments and that they can securely integrate the technology into their cur- rent monitoring systems. The benefits of having brand new technology can be hampered by a lack of adequately trained health- care professionals, as well as high illiteracy rates, corruption, and unreli- able sources of power. If mHealth is to achieve all the incredibly positive effects within its potential, it has to be introduced into a fully supported and sus- tainable environment. The World Health Organization (WHO) made their official stance on mHealth clear in their 2011 publication, Implementation Research for the Control of Infectious Diseases of Poverty, with a full section focusing on this technology. The WHO echoes the need to apply mHealth in a coordinated and effec- tive manner, ensuring support structures are in place and staff are properly trained in order to avoid resources being diverted from basic needs and health worker priorities. It remains to be seen whether the full impact of this revolution will measure up to expectations. The biggest determining factors of mHealth’s reception will be how those involved in the process react to its implementation and the environments in which it takes place. But given the favorable responses to mHealth trials in both develop- ing and developed countries, it looks like the way we approach healthcare is about to undergo a massive transformation. Healthcare Global, a healthcare news and information provider, projects the global wireless health market to be worth USD 38 billion by 2016." 28 29 One of the many ways in which the Internet has irrevocably changed human culture is how it has affected language, specifi- cally with the introduction of various neologisms. In the distant, dark days of a pre-internet humanity, neologisms tended not to spread globally; new words dissipated among smaller groups as colloquialisms or – given enough time and isolation – became part of a new dialect or even an altogether new language. This is no longer the case. A neologism typed once by a 14-year-old on a Dublin-based message board can be discovered and used by TV show hosts in America in a matter of weeks if it becomes a popu- lar meme. Even the word meme itself is a neologism, having been coined by the evolutionary biologist Richard Dawkins in his 1978 book The Selfish Gene. It’s no surprise, therefore, that predicting the direction the English language will take in the future is next to impossible. A task that seems equally impossible is tracing the origins of all human language. The earliest account we have of the written word is known as the Kish Tablet. This stone carving, discovered in what is mod- ern day Iraq, contains a form of Sumerian script that is dated to approximately 3500 BC. It is mostly a pictographic language, recognized as a direct precursor to Sumerian Cuneiform, a syllabic script. The first alphabet, the Phoenician alphabet, which later morphed into Greek and Roman, is the direct antecedent of the script you are currently reading. It is evident that language existed before the invention of the written word; however, without any way of recording it, there is no modern way to determine what it sounded like. Those who have studied a foreign language know that one of the most difficult things to get right is pronunciation, so it’s interesting to note that despite how much knowledge we have of dead languages like Latin, no one knows precisely how any of the words should be pronounced. In popular culture we imagine “cavemen” to have spoken in a series of grunts, similar to what a human might interpret simian vocal communication to be. Currently, the most popular hypothesis for how humanity developed language is the Continuity Theory, which states that language itself evolved from proto-human grunts. This base form of communication gained a greater level of sophis- tication as our collective needs as a species moved beyond those genealogy oflanguage Onthe COMMUNICATION
- 18. Translatinator 2: In thebeginning, we all spoke a single language. So say the lan- guage creation myths of nearly all world cultures and religions. In Christianity, God punished man for his arrogance in build- ing the Tower of Babel, causing “The Confusion of Tongues.” In Africa, the Wa-Sania Bantu believe a great historical fam- ine caused maddened people to wander aimlessly in various directions, speaking gibberish which eventually settled into different languages. A certain southern Australian Aboriginal tribe believes that different languages derived from a tribal gathering in celebration of the death of an evil woman named Wurruri. At the gathering, each tribe ate a different part of her body, which triggered each group to speak a different language. Whatever the region of the world, it seems they share a similar antediluvian ideal: that we should all be able to understand one another. The diverse beauty of human language is a precious gift, albeit one with a high price. Mistranslations and cultural faux pas have changed the direction of history on more than one occa- sion. In 1956, Soviet Premier Nikita Khrushchev – at the height of the Cold War, and mere months after the USSR’s successful H-Bomb test – made a speech at the Polish embassy in Moscow. Featuring the usual Cold War posturing that dom- inated the rhetoric on both sides at that time, Khrushchev seemingly upped the ante and shocked the West by ending his speech with what was to become his most famous quote: “We will bury you.” To modern audiences this probably sounds quite mild, more like something an overexcited wrestler might say, but to American citizens of the day, this was a terrifying warning of the destructive power of atomic weapons and the Soviet desire to use them. Only, Khrushchev never actually said the translated line. A more literal translation of what he said would be: “Communism doesn’t need to go to war to destroy capitalism… whether you like it or not, we will be present at your burial.” Understood from the perspective of a Soviet at that time, Khrushchev’s sentiment can be better translated as “we shall outlive you.” While not exactly brim- ming with happy rainbow-like sentiments, when translated correctly and put into context, the statement does become markedly less eschatological. The need for global understanding can be seen as intrinsic to the survival of humanity as a species, and it seems our best hope for mutual understanding is through technology, with the invention of the Universal Translator. The Universal Translator has been a sci-fi trope for decades and has been featured in an endless array of futuristic stories (see page 33 for details). But is such a device even plausible? And what are the limitations of such technology? A Universal Translator works by translating a person’s speech into another language in (almost) real time and then projecting that translation out of a set of speakers in a second language. Real time speech translation typically utilizes three tech- nologies: automatic speech recognition (ASR) – something iPhone users will be familiar with on account of Siri; machine JUDGEMENT DAY COMMUNICATION 30 31 Homo Sapiens Sapiens may be the only surviving hominid species, but recent research indicates we weren’t the only species on this planet to ever develop lan- guage. The FOXP2 gene, which has been found to be directly linked with language and speech, has been discovered in Homo Neanderthalensis – our much maligned cousins, commonly called Neanderthals. The version of the FOXP2 gene discovered in Neanderthals is close to identical to the FOXP2 gene in humans (other animals, including chimpanzees and bats, also have a version of the FOXP2 gene, although with certain differing amino acids). As it’s hum- bling to be reminded that humanity has only existed for around 0.003% of Earth’s history, it’s equally humbling to consider other species that we may have communi- cated with, and to think that such species have become extinct even with the blessed evolutionary gift of language. of SILK Threads Spanning across terrain, borders, and cultures, the Silk Road is universally known for connecting eastern and west- ern civilizations. Traveling along the Silk Road, past or present, it is not difficult to imagine the challenges travelers and traders must have faced, not the least being various language barriers. Research names Sogdian, an Iranian language that was historically spoken by the people of Sogdiana (present-day Uzbekistan and Tajikistan), as the lingua franca of the Silk Roads. Particularly between the fourth and tenth centuries, the Sogdians dominated trade along the Silk Road. Described by the Chinese as “born merchants,” they played a funda- mental role in the movement of not only mercantile goods, but also philosophies, ideas, and religion. Recognized for not only their trade-re- lated talents, Sogdians were also distin- guished by their multifaceted skills, in- cluding horse breeding, carpet weaving, woodcarving, and last – but certainly not least – language. Gifted linguists and interpreters, Sogdian scribes were some of the first to translate Buddhist texts into Chinese, and during the Tang Dynasty (AD 618-907) were frequently recruited as translation officials. of small hunter-gatherer groups and into the realm of social interaction as a means of survival. Farming, social laws, and nearly all forms of communal living require lan- guage, which has become concurrently more complicated as our social groups have grown and our needs and demands increased. The Discontinuity Theory is almost the oppo- site, stating that a single genetic mutation occurred in a single individual’s brain and almost instantaneously enabled that individ- ual to create language, possessed of a mind that could also comprehend this new form of communication. The evolutionary advantage of language is immediately apparent. In fact, the very name of our species – Homo Sapiens Sapiens – marks language as the defining characteristic that dis- tinguishes us from other beings in our genus, with “sapiens” referring to our language abil- ity (specifically our advanced judgment and tool use, as enabled by language).
- 19. translation (MT) –familiar technology to anyone who works in the translation sector; and voice synthesis (also known as text-to- speech or TTS) – the technology that allows Stephen Hawking to communicate his brilliance to the world. As you have probably by now surmised, all of this technology is already available to us in varying degrees of effectiveness. One company at the forefront of near real-time speech transla- tion is SpeechGear. Formed by speech-translation pioneer Robert Palmquist in 2001, SpeechGear built on Palmquist’s previous success in releasing the world’s first usable Universal Translation software in 1997, which translated between English and Spanish. SpeechGear currently offers translation systems that can convert conversations between English and more than 35 other languages. A recent addition to the market is Jibbigo, a downloadable smart- phone application that translates recorded content into the target language with the option of utilizing a TTS system, so the target listener can listen and (hopefully) understand. While such technology has its limitations, it still has many sig- nificant real-world applications. The US army has been using a speech translation system in Iraq to help aid English-Arabic interaction. Similarly, hospitals and ambulance services in many multilingual parts of the world have also begun using speech translation technology. Is this the end of human translators? Will machines rise up and replace linguists as they replaced manufac- turers? Is it time for an industry-wide panic? Is it time to unplug the computer, gather your pitchforks and flaming torches, and lead a Luddite rebellion against an arrogant, polyglot Skynet? Maybe not. Although current speech translation software is useful in emer- gencies, or for trivialities like tourism or grocery shopping, Universal Translators haven’t yet reached the stage where they can be "trusted" to perform precise or artistic translation. In many industries, mistranslation can have dire consequences – especially regarding diplomacy or medical science, where mistranslation can be a matter of life and death. When it comes to art, a machine translation of poetry or descriptive prose simply doesn’t work in any useful way. This is for the obvious reason that a machine isn’t able to comprehend any- thing that it translates; it merely matches words and phrases to foreign words and phrases with varying degrees of exactitude. A machine may not have been able to clean up the Khrushchev confusion detailed earlier, however clarifying such mistakes would be perfunctory for a competent Quality Assurance reviewer looking over a machine’s first translation draft. As it relates to translation then, it seems highly improbable that human interaction will ever become obsolete. Until, perhaps, that fateful day when your trusty translation tool speaks up through its monotone, dispassionate TTS system and declares unambiguously, in all human languages: We will bury you. Then, you should panic. As with much of the technology humanity has developed over the past century, the existence of the Universal Translator was prefigured in science fiction. Here’s a brief rundown of how universal translators function in various works of fiction. THE HITCHHIKER’S GUIDE TO THE GALAXY Douglas Adams’ sci-fi classic leap- frogged previous works, such as Star Wars and Monty Python – to become the geekiest of all geeky obsessions. One of the first alien creatures encoun- tered by (un)lucky human Arthur Dent is the babel-fish, a small, yellow leech-like creature. The babel-fish is inserted into the ear, where it feeds on brain wave energy and excretes “telepathically a matrix formed from the conscious frequencies and nerve signals picked up from the speech centers of the brain.” Or in plain English, it translates any language automatically. STAR TREK During their travels across the galaxy, Captains Kirk and Picard, along with the rest of the crew, encounter numer- ous alien life-forms, all of whom man- age to speak near-perfect English. This isn’t the result of some superb interga- lactic ESL program (although “English Teachers in Space” is a show that’s crying out to be made). It is, in fact, a result of the Universal Translator. The Universal Translator in Star Trek is small enough to fit in the palm of your hand and can even translate languages from previously undiscovered alien worlds, indicating that it works by analyzing speech patterns rather than via a large internal dictionary. MASS EFFECT Universal translation is truly pivotal to this popular sci-fi opera videogame trilogy, as it primarily concerns itself with galactic politics, alien culture, and standing in elevators waiting for the game to load. Humanity is still linguistically divided in the Mass Effect universe, and many of the encoun- tered alien cultures have their own sets of languages as well. Machine translation is utilized through futuris- tic PDAs or as a sub-dermal implant. One interesting species encountered are the Hanar, who appear as a form of sentient blancmange and commu- nicate entirely through bio-lumines- cence. Conversations with the Hanar therefore require a machine translation system, which speaks for them in an extremely precise and polite fashion – something that would be sufficiently annoying if it came from a human, but can become more disturbing than irritating as the reality dawns that, as the player, you’ve just spent an entire afternoon being virtually patronized by a glowing, tentacled trifle. ARTIFICIAL INTELLIGENCE Could a machine ever translate poetry? As any human translator will proudly tell you, translating artistic writing involves deep understanding of the source material, so the real question becomes: Will a machine ever be able to understand a piece of writing to any degree comprabably to that of a human? To answer this we need to look at the world of artificial intelligence (A.I.). There are two different approaches to A.I., known as the top-down approach and the bottom-up approach. In the case of translation soft- ware, the top-down approach would include programming millions of words, sentences, fragments, and idioms into the software so it works like an uber-dictionary, contain- ing not just words but whole sentences. The bottom-up approach, in this instance at least, would involve program- ming the software with all the rules it needs to understand what it's translating. The problem with the bottom-up approach is found in the difficulty of programming a ma- chine to understand common sense. A string can pull but not push. Fathers are older than their sons. Water is wet. All of these things are axiomatic to humans, but difficult or impossible to grasp for a machine. 32 33
- 20. 34 35 Gone arethe days of predetermined responses and the customer is always right! slogans. Nowadays, customer service is far less systematic and far more reliant on the personalized interactions between employ- ees and customers. Additionally, with the proliferation of social media, the smallest, most insignificant nugget of online informa- tion can achieve an effortlessly wide reach. Hence, the current situation, where whole nations of people can be swayed by a random dilettante’s viral video or retweeted message. Through social networking and other media channels, one customer’s positive or negative experience has the potential to influence the consumer habits of people both near and far. Just as the global business landscape con- tinuously evolves, so too must the way we interact with our clients. It is no longer appropriate to place customer service into a “one size fits all” mold; as customer service practices differ from company to company, so too should they fluctuate in response The Art of Customer Service to different customers and situations. However, there are some basic guiding principles that client-facing staff members should always consider when interacting with customers in any given situation. Create a customer-centric experience Instead of thinking of customer service as a service, think of it as the experience a cus- tomer will walk away from and share with others. With that in mind, also recognize that the most powerful experiences are those that trigger an emotional response. The value of a positive end-to-end experi- ence cannot be overstated: a March 2012 Accenture report titled How to make your company think like a customer cited research showing that failure to provide high-qual- ity customer experiences could diminish a company’s clientele by as much as 50% over a five-year interval. Relate to a bad customer service experience – then do the opposite So how do you trigger a positive emotional response? Everyone acknowledges what bad customer service entails: lack of respect, lack of patience, lack of interest, lack of knowl- edge, lack of resources. On top of that, we’ve all had our own personal experiences with bad customer service. For all intents and purposes, this is exactly where to begin discov- ering what customer service should be: recall a bad customer service experience, determine why it was bad, and make sure to remedy the situation the next time it arises. Work efficiently yet patiently so as to respect your client’s time, offer your undivided attention so as to be a more engaged communicator, and make sure you are knowledgeable and well-informed from the beginning so as to be an asset to your customer. All these roads lead to a greater customer experience. Don’t underestimate the power of a solution The most telling situations are the ones that deliver bad news, and these are the exact moments when customer service is most scrutinized. If a problem has occurred, be forthright about it – candor is appreciated. And, as difficult as it is to admit mistakes, get used to it – not because your company isn’t living up to its standard, but because mistakes are bound to happen anywhere and everywhere. Delivering bad news is not the end of your client’s loyalty; in fact, it is the perfect opportunity to reinforce that loyalty. By actually solving the prob- lem (with a friendly and patient attitude to boot), you will be perceived more highly by your customers and will have turned a seemingly negative situation into a spar- kling positive. It’s a win-win, baby! COMMUNICATION
- 21. 36 37 refine your image advertise boldlyb eg r e a t a t being global CreativeS T U D I O New Market New Language New Image CREATIVE MULTIMEDIA advertising movies copywriting screenwriting production audio & video e-Learning GLOBAL BRANDING corporate identity visual identity messaging positioning speeches presentations GLOBAL LANGUAGE LOCAL FLAVOR translation transcreation re-creation cultural consulting CREATIVE MULTIMEDIA advertising movies copywriting screenwriting production audio & video e-Learning GLOBAL BRANDING corporate identity visual identity messaging positioning speeches presentations GLOBAL LANGUAGE LOCAL FLAVOR translation transcreation re-creation cultural consulting
- 22. ! Chinese chengyus (), or proverbial idioms usually composed of four characters, are integral to Chinese language and culture. Etymologically, cheng ( ) means “to become” and yu ( ) describes language. That said, chengyu can be literally understood as “becom- ing part of a language.” Generally derived from classical literature, these four-character phrases are intimately connected to China’s historical stories, myths, and fables. They often contain multiple layers of meaning and reflect the mor- als behind the stories rather than simply the stories themselves. Translated literally, this chengyu means “dif- ferent in approaches but equally satisfactory in results,” or “different paths can take one to the same goal.” This specific chengyu originated from an essay by Han Yu, one of the greatest liter- ary masters during the Tang Dynasty (circa AD 600). In this essay, Han Yu discussed two of the most renowned ancient poets: Sima Xiangru and Yang Xiong. These two poets were both from the Western Han Dynasty period (around 200 BC), but they ABOUT THE HÉ-MAN The story of Jesse He (rhymes with “the”, as opposed to “hee”) begins in Nanjing, a city in China’s Jiangsu Province. Since he was young, Jesse has been strongly interested in both Eastern and Western philosophy, which in turn inspired him to travel the world and immerse himself in the cultures he had previously only read about in books. Currently living in Boston, Jesse has also lived in both North Carolina and New York, where he taught Mandarin. In China, Jesse has lived in Guangzhou, where he perfected his Cantonese, as well as Beijing and Nanjing. At CSOFT, Jesse has played an instrumental role in shap- ing the company’s philosophy of dedicated customer service. In his spare time, Jesse enjoys reading, spending time with his family, and regaling his colleagues with tales of Chinese history and explanations of esoteric idioms. composed with wildly differing styles (the former flamboyant and lavish, the latter direct and critical). Despite conflicting and opposing styles, the two poets were equally successful and their poems were both widely popular. While there does not appear to be an English idiomatic equivalent, this Chinese chengyu does, however, hold connotations of “coincidence and harmony of oppo- sites” found in the philosophical thought of Heraclitus, a pre-Socratic Greek philoso- pher. A good example is expressed in this aphorism of his: “The road up and the road down is [sic] one and the same.” Its mean- ing could also be traced back to the Roman Empire, with the popular modern saying “all roads lead to Rome.” From here we see that the ancient wisdom of the Greeks, the Romans, and the Chinese is yiqutonggong: they are like three musical instruments, unique and different to one another, yet equally melodic and appealing. Applied to today’s increasingly globalized world, yiqutonggong is still just as relevant as it was centuries ago. As opportunities to gain exposure to new cultures, ideolo- gies, and methodologies become ever more prevalent, this chengyu reinforces the idea that there is more than one way to reach a given goal. Other methods may be less familiar, but that doesn’t make them any Hé-man: Master of the Chengyuniverse less effective. Whether applied to business or general life, this chengyu provides a novel perspective with regard to viewing, embrac- ing, and valuing differences. COMMUNICATION Paging Dr. Johnson The English language has more words in it than any other, but there are still hundreds of words – hidden away in foreign languages where native speakers are unlikely to find them – which don’t have a counterpart in English. Here’s a selection of some of our favorites. Shemomedjamo (Georgian) To eat past the point of being sated just because the food is so good. Hikikomori (Japanese) A young person who has with- drawn from public life and spends all their time watching TV, surfing the net, or playing games. In most places, we would call such a person a “teenager.” Pilkunnussija (Finnish) A person who believes it’s their duty to correct all grammatical mistakes at the cost of popularity, self-esteem and mental wellbeing. (A particularly useful word when consid- ering the pedants who put this magazine together.) Zhaghzhagh (Persian) Say this word out loud and you can probably guess the meaning: the chattering of teeth from the cold or rage. Yuputka (Ulwa, Nicaragua & Honduras) A word to describe the feeling of walking in the woods at night, the spectral sensation of something crawling over your skin. Kummerspeck (German) Excess weight gained from emotional overeating. The literal, and quite delightfully fitting, translation is grief bacon. Pelinti (Buli, Ghana) Specifically, “pelinti” means “to move hot food around in your mouth.” What it refers to is the practice of opening your mouth when it’s full of hot food to try and cool it down. Cafune (Brazilian Portuguese) To tenderly run your fingers through your lover’s hair. Tartle (Scottish Gaelic) The word for that panicked feeling just before you have to introduce someone whose name you have forgotten. Pana Po'o (Hawaiian) To scratch your head in order to help you remember something you might have forgotten – which from now on, will probably be the word pana po’o. 38 39
- 23. On family heritage:I had never been to Korea before, but my family is from there, so I wanted to go see what it was like. For me, it was supposed to be a foreign country, but the second I landed, I felt like I had been there before. I was able to read and understand the signs and the language. It was like flying into a neighboring city in China. I didn’t feel like I was in another country at all. On home: Even though I wasn’t born in Beijing, I would consider Beijing my home now. After receiving my master’s degree abroad, I was eligible for a Beijing hukou*. Not only does that make it more convenient to live here, but it also gives me more of a sense that Beijing is my home, that I belong here. I t was the ancient Greeks who can be attributed with first putting the con- cept of global citizenship to words. From them, we have the word “cosmopoli- tan,” which in its most literal sense, means “a person who is free from local, provincial, or national bias or attachment; citizen of the world.” While few of us could claim to be completely without bias, the forces of glo- balization have expanded our views beyond national borders and allowed us to see the “bigger picture.” So the concept of being a global citizen is nothing new, and neither is globalization for that matter. But what of these forces? Arguably, the single greatest influence on modern day globalization would have to be technology. Where trade was largely respon- sible for cross-border travel and interaction in the past, technology has ultimately made the world a much smaller place, providing access to far reaches of the globe in a mat- ter of hours, rather than days, weeks, and months. Beyond physical travel, technology has allowed for the transmission of infor- mation, whether text, audio, or video, to just about anywhere with an internet con- nection, including outer space! Technology has made it possible for us to interact with people of different nationalities without ever setting foot in their country or even meeting them face-to-face. Where lan- guage might have once been a barrier to such interaction, it is no longer, thanks to technological advances in translation tools and services. Based on all of these technological break- throughs and advancements, one would think that we now live in a borderless, barrier-less world. However, certain limi- tations continue to hold up the forces of globalization and inhibit cross-border travel and interaction. Rising fuel costs have made world travel a less achievable reality, while Internet censorship has prevented citizens of some countries from communicating with their peers in others. Political climates have influenced visa issuing policies, often mak- ing it difficult or impossible for foreigners to reside in or even visit certain countries. These are just a few examples of the factors working against global citizenship, but it bears consideration that just because we can travel anywhere and interact with anyone, it doesn’t necessarily mean we will. Regardless of technological advances or travel limitations, it is undeniable that those who do have the inclination and good fortune to travel, live abroad, or engage in cross-cultural interactions often have incredible stories to tell. The following are thoughts from some of CSOFT’s multilin- gual and multicultural travelers. Global Citizens On travel: One reason I am motivated to travel is from my experience working with a refugee fam- ily. The mother of the family became a role model to me. She once said “a courageous woman is not afraid of fire,” as she tested the heat of the stove with her hand. What she meant by this was that you should try different things and experi- ence them for yourself before you make any judgments. I have tried to apply that philosophy to my life in general but especially to my travels, as I attempt to go to places a little more off the beaten path. On next destination: The next place I plan to travel to is Dakar in Senegal. There I will be doing a weeklong workshop on Chinese business relation- ships with African companies, where I will present part of the research I completed on this topic while in Tanzania a few years ago. I’m hoping to get my work published, as it has played a big role in my studies, travels, and my life. On background: I come from an island with only 40,000 people, where I grew up in a pretty small village. In my village, you either lived up or down: with just one big street, you either said “I’m going up” or “I’m going down.” It’s a really small world. I don’t really know how I went from there to Beijing, with millions of people, but I like it. I like the freedom and the sense that anything can happen. On local experience: When I first moved to Chi- na, there was a Chinese guy who always used to ask me “Have you eaten?” And I would respond “No, I haven’t,” expecting him to ask me out to dinner. But then he wouldn’t invite me out. Later, I realized it was just his way of asking how I was! Birthplace: Karmoy, an island on the west coast of Norway Nationality: Norwegian Travel Path: Norway»Spain»Denmark» USA»Mexico»Romania»Bulgaria»China» Japan»Norway»China Birthplace: Harbin, China Nationality: USA Travel Path: China»USA»France» USA»Switzerland»USA»Sweden» Tanzania»USA»China Tanny Men On family influence: I was lucky because my family liked to travel. My brother, sister, and I began traveling when we were very young. I was also brought up to not feel too nationalistic; to visit other countries and view them objectively. I like to see what’s in a place and look for similarities and differences. I have my parents to thank for this. On China: My previous work in produc- tion required a special energy, and it took me all around the world. China is a place where I can feel that kind of energy; natu- rally, I feel attracted to China, and Beijing is where I want to be. I first came to China in 2005, and I remember thinking, “This is a good place to be!” Now I think this is a good place to come back to. Birthplace: Tartanto, Italy Nationality: Italian Travel Path: Italy»France»Germany»Spain» England»USA»China»Canada»China Gianluigi Perrone Irene Nan Birthplace: Harbin, China Nationality: Chinese, Korean heritage Travel Path: China» Ireland»China»Korea» Japan»China Iris Loenning Justin Wang *An official household registration that identifies a person or family as residing in a specific area, the hukou is de- signed to monitor the movement of the Chinese popula- tion. Chinese citizens can be issued a new hukou under special circumstances, one of which is receiving a post- graduate degree abroad and then returning to China to live and work. On next destination: I had meant to travel to Italy on my trip to Spain, but ran out of time because I couldn’t bear to leave Spain – it was just so much fun! I’ve heard wonderful things about Italy from friends who have visited. I want to go there next because Venice will supposedly be underwater soon. I would also like to visit Milan while in Italy to ex- perience such a fashion-conscious city. On home: I’m able to feel at home wher- ever I am. Home isn’t so much a place for me – it’s the people. Beijing is where I’m from and it’s where my parents live, but that’s not what makes it my home. My friends, my job, whatever comprises my life at that time – that’s what makes a place my home. Birthplace: Beijing, China Nationality: Chinese Travel Path: China»Hong Kong»Japan» US»China»US»Spain»China HQ EXCLUSIVE 40 41
- 24. Some nicknames aregood, some bad, and others are so utterly inane that they somehow take on a life of their own and start demanding to write articles. Here, Ross Goulding battles his cynical alter-ego, G-Money, as they bicker over Beijing’s highlights. NING Ross Goulding: Beijing has a very strong nightlife scene. From luxuri- ous, high-end cocktail lounges to squalid, student hangouts, whether you’re a pub lover or sports bar enthusiast, there’s somewhere for you to drink. Like most things in China, the Beijing clubbing scene is rapidly developing. Two venues now vie for dominance in the expat market. Haze is run by westerners and looks like the kind of place you might find in Berlin or London. Lantern, a Chinese- run establishment, does a decent job of aping the western dance scene. Both places host a variety of different musical styles and the odd interna- tional DJ. Be sure to check magazines with local listings for details of what’s on when you’re next in the city. G-Money: You’ve been to all the major global cities. You’ve been to Irish pubs, martini bars, and wine lodges the world over, and they all appear to be exactly the same. Prepare for something unique. Chinese clubs generally appear as if the phlegmatic gods of neon-kitsch have turned up and liberally sprayed every surface with as many glowing spit balls as possible. The restrained, minimalist approach preferred by more musically respectable establish- ments has been jettisoned in favor of being as subtle as a ginger toupee. Generally, in these clubs, you arrive with your predetermined group of friends, sit at your own table playing dice, and only move from this posi- tion if you’re on fire. A trip to one of these clubs is not a good option if you’re looking to meet new people; however, as a unique glimpse into an unreported slice of foreign culture, it’s unmissable. Coco Banana 8 Gongti Xi Lu, Chaoyang District, 8599 9999 Latte Worker’s Stadium North Gate Chaoyang District, 6551-8881 Mix Worker’s Stadium North Gate, Chaoyang District, 6506 9888 Haze A101 Guanghua Lu SOHO, 22 Guanghua Lu, Chaoyang District, 5900 6128 Lantern 100m north of Gongti West Gate, Chaoyang District, 135 0134 8785 DINING Ross Goulding: While Beijing now has a veritable firmament of Michelin stars, to get to the real heart of the city you need to try the delectable street food on offer. The most common street food is yang rou chuan’r (pronounced: yang row ch-wah), a spicy, cumin lamb shish kebab. Chuan’r is often eaten with a bottle of beer on a street corner and typically costs no more than 2 RMB per mini-kebab. Ten chuan’r is a perfect post-pub snack, although it’s not uncommon to challenge your friends to a chuan’r eating con- test and devour fifty of the things. Chuan’r can be found in literally hundreds of street side locations across the city – look for the long, rectangular BBQ pit and the Chinese symbol [ ] lit up outside. G-Money: Yang rou chuan’r is a fine food for little girls like Ross, however, Wining, Dining and Reclining with Ross Goulding & G-Money Dying ( whi HQ EXCLUSIVE LOCAL FLAVOR Originally from Arizona, USA, Ruben Payan first arrived in Beijing close to seven years ago. He started Human in Motion Fitness Studios (a leading edu- cator on functional training in Beijing that is also affiliated with the US-based Institute of Human Performance), where he trains Chinese coaches on muscle and movement systems while also providing personal training sessions. Ruben has been part of the extended CSOFT fam- ily for a few years now, “Rubenizing” CSOFTers with high-energy, stimulat- ing workout sessions. As every CSOFT member knows, you’re not officially a CSOFTer until you’ve been Rubenized! Exercise, Globalize, Rubenize! FOCUS What brought you to China in the first place? Well, it’s really an interesting story, but I’ll do my best to give you the edited version. My life was at a crossroads. My hair was turning grey at 27, and I realized I needed a drastic change in my life. I had just finished a three year Life Coaching program in the US and was inspired to play big! I picked China out of the blue. I really don’t know why: I didn’t know anyone here, I didn’t speak the language, and I didn’t know what the heck I was going to do when I arrived! I just felt this connection to China and trusted my intuition. When I told my mother I was coming to China, she laughed. She told me that when I was between three and four years old, I looked out the window of the car while she was driving and pointed to the stars and said, “China!” Destiny? I believe so. Smiles. What are some of the challenges you’ve faced living here? The biggest challenge I’ve faced – and one that many other foreigners are confronted with – is that I initially thought that business was conducted the same way here as back home. Here in China, as it turns out, non-native business owners must learn a whole new set of rules. Learning the true value of relationships is, in my opinion, the most important lesson. It is these long-lasting relationships that allow us to grow our businesses while supporting others doing the same. As a foreigner, aspiring to be successful in China requires you to put your ego aside. Be a sponge and share your talents at the same time. Why did you decide to open your own per- sonal training business? Fitness is my passion! I am blessed to be part of an industry that continues to grow each year. Being able to bring western training to people in China is a dream come true. I am loving it! Can you share some interesting observations about being a personal trainer here in China? I would say one of the most interesting things I appreciate about Chinese coaches is their willingness to learn. The power to say “I don’t know” is inspiring. I believe we would all benefit from possessing this type of humbleness. It would allow us to never become complacent, to always search for ways to be better at what we love to do. What is it about China that appeals to you and keeps you here? This is my home! I am living out my American Dream in China. I know it sounds strange, but it’s true. I get to live out my dream, and at the same time, I am honored to be able to give back to an industry that I love. I am committed to staying here in China until that feeling of home goes away – if it ever goes away! HQ EXCLUSIVE 42 43
- 25. Add some color to your lifeJoinus for CSOFT's 10th annual World Summit, as we remember the past, celebrate the present, and plan for the future! June 26 - June 28, 2013 For details and updates, please email csoft10@csoftintl.com. many of you – like myself – probably don’t share Mr. Goulding’s deplor- able lack of masculinity. Chuan’r is only mildly spicy, the kind of spiciness you’d expect a sickly infant to laugh off. The street food for real men is undoubtedly the spicy wings at Wu Ge Kao Chi. (In case you’re won- dering why I only said “real men,” it’s because women are, in general, far too stable and well-adjusted to engage in a billion-Scoville-bigman competition.) The wings at Wu Ge Kao Chi are bathed in a fiery mari- nade originally developed by the Chinese navy to strip barnacles from the hulls of nuclear submarines. The restaurant itself is difficult to find, mostly because the spiciness involved leads to a blackout-inducing mania that will have you crumpled on the ground frantically lapping at a pud- dle of filthy rainwater in an attempt to quell the raging inferno that’s scour- ing your palette. Wu Ge Kao Chi 5 Nanbanqiao Hutong (be- tween Dongsi Batiao and Jiutiao), Dongcheng District, 6400 1626 RECLINING Ross Goulding: Shichahai is an area in Beijing that encompasses three lakes – Xihai, Houhai, and Qianhai – although most people simply refer to this general vicinity as Houhai. During the summer, Qianhai and Houhai can be traversed by boat, passing under Yinding (silver ingot) bridge; in the winter, dozens of ice skaters can be seen gliding across the lakes’ frozen surfaces. Year-round, a semblance of traditional life can still be witnessed when you see old men fishing or practicing tai qi. Houhai is a popular tourist destination for good reason: shore-side willow trees tickle the water around the edges of the lakes, the hutongs (alleyways) here are densely packed and authentic, and the Drum and Bell Towers are just a stone’s throw away (if you happen to be really good at throwing stones). G-Money: Only a true cynic could find something negative to say about the blessed shores of Houhai, so, here goes. The tourist-trap shops are among the most contemptuous in Beijing, shifting mass-produced fake antiques and other tacky trinkets. Gaudy neon monstrosities blight one side of the lake, while on the other side, over-priced bars compete with each other to see who can be the most irritating; many employ a gag- gle of galling touts, who manage to be so unfathomably loathsome that if you make it around the entire lake without throwing any of them in, then you clearly deserve to be fast-tracked to sainthood. Still, the scenery’s quite nice. Maybe I’m just one of those picky people who always finds some- thing to complain about… Latte Wuge Jichi Houhai Line10 Line8 Line4 Deshengmen Bridge Gulou Bridge N 2nd Ring Rd Dongzhimen North Bridge E2ndRingRd Line2 Jinbao St BeiheyanSt DeshengmenInnerStXishikuSt Wenjin St Di’anmen W St Di’anmen E St Zhangzizhong Rd Forbiden City Worker’s Stadium DoubanHutong Dongzhimen Inner St DongdaqiaoRd Line5 Mix Club Coco Banana Lantern Dongsishitiao Chaoyangmen Dongzhimen Tuanjiehu Beixinqiao 44
- 26. CAPITAL M MAISON BOULUD Locatedin the heart of Beijing, Capital M opened in 2010 after years of percolat- ing rumors. The “M” brand of restaurants is well-known in China, having occupied the top spot of Shanghai’s dining scene for many years with choice restaurant M on the Bund. Capital M diners are guaranteed to be entranced by the exceptional food (a mixture of European classics and local dishes, both traditional and avant garde), but jaws will truly drop when patrons take in the view from the balcony. Affording a view of the Qianmen Gate, the vast expanses of Tian’anmen Square, and the distant yet distinct lights of the Forbidden City, Capital M overlooks centuries of his- tory and offers a unique experience that’s as breathtaking as it is quintessentially China. Taking over the space that once housed the American embassy, Maison Boulud is the creation of chef Daniel Boulud, who wows diners with world-renowned restau- rants in New York and Paris. Transplanting the management team from his New York flagship restaurant, Boulud’s Beijing setup has swept the board consistently at various Beijing-based dining awards. The inte- rior exudes opulence at every turn, from the bifurcated, white staircase to the deep mahogany finishings. The location – a ver- dant expanse of colonial buildings situated a stone’s throw from Tian’anmen Square – looks magical when lit up at night. Recommended dishes: M’s Crispy Suckling Pig is a delightful treat and the well-known Slowly Baked, Salt Encased, Selected Leg of Lamb is simply fantastic. Address: 3/F, no.2 Qianmen Pedestrian Street (just south of Tian’anmen Square), Dongcheng District, Beijing. Reservations: 6702 2727 Recommended dishes: The Alaskan King Crab salad is rightly celebrated, as is the varied and distinctive Seafood Platter. Address: Inside Ch’ien men 23, 23 Qianmen Dongdajie, Dongcheng District, Beijing. Reserva- tions: 6559 9200 Employee memories: “If the food wasn’t as excep- tional as it was, the only thing I’d be able to remember from this place would be the breathtaking, historic view. As it stands, I can still picture every bite, as well as every inch of that wonderful view.” – Matt Arney, Vice President Local- ization, USA Employee memories: “The wine and the music are two things that really stuck in my memory, although I have found myself dreaming about their steak… I really can’t wait to visit this place again when I return to Beijing!” – Klaus Herrmann, Chief Linguist, CSOFT Germany Employee memories: “I’ve eaten in a lot of fancy restaurants around the world, but Maison Bouloud blew my mind. As a vege- tarian, it’s always great to try expertly crafted meat-free dishes, and the chefs here didn’t disappoint.” – Meg Connelly, Corporate Services Manager, USA Employee memories: “Great people, great food, great conversations and laughs – you can’t go wrong when you have all the right ingredients.” – Bertrand Malingrey, Linguist, France ARIA CHINA GRILL Located in the China World Hotel in Beijing’s Central Business District, it’s hard to get more central or more “business” than Aria. To many, Aria is simply one of Beijing’s top locations for after-work drinks; however, it should also be distinguished as a restaurant. Serving exceptional European cuisine, Aria has one of the best wine selec- tions in all of China, as well as sublime jazz music played live by international acts. The décor is warm and friendly, with a charm- ingly distinctive spiral staircase leading up to the second floor restaurant. With exqui- site food, superior service, and an unrivaled atmosphere, Aria will – as its name suggests – leave you operatically singing its praises. With delectable steaks and a strong wine selection, China Grill has plenty to offer the discerning diner. However, no matter how juicy their meat or how smooth their live jazz, it’ll be China Grill’s panoramic views that leave you awestruck. Perched atop the 66th floor of the Yintai Center, China Grill looks out on vertiginous vistas encompassing all of eastern Beijing. Directly below China Grill is Chang’an Avenue, Beijing’s main east-to- west vein, bisecting the city. With this handy visual cue, cast your eyes west to Tian’anmen Square and the Forbidden City, or gaze east- ward across the dwindling skyline as the city fades into more pastoral scenery. Time your visit just right, and there are few cityscapes in the world as ostentatious as Beijing bathed in the deepening red hues of the setting sun. Recommended dishes: The Blackmore’s Wagyu Beef is a treat and pairs excellently with the Foie Gras and Brioche. Address: 2/F, China World Hotel, 1 Jian- guomenwai Dajie, Chaoyang District, Beijing. Reservations: 6505 2266 ext 6644 Recommended dishes: The Boston Lobster with Squid Ink on Linguini goes well with the 21 Days Dry Aged Australian Grain Fed Beef Sirloin. Address: 66/F, Park Hyatt Beijing, Yintai Center, Jianwai SOHO, Chaoyang District, Beijing. Reservations: 8567 1234 HQ EXCLUSIVE LOCAL FLAVOR 46 47
- 27. This schedule issubject to change throughout the year. If you would like more information about any of the events mentioned in the calendar, please feel free to call us at +86 10 5736 6000 or send an email to events@csoftintl.com. Next time you’re in our office, be sure to pick up a copy. HAVE YOU SEEN THESE? Have you visited our offices or attended one of our events? We always have something going on, whether it’s a cocktail mixer, an employee’s birthday celebration, or our annual World Summit. If you’re traveling through Beijing or just in town for a few days, feel free to come by our office and say hi! Tuesday, February 5th Lunar New Year afternoon tea. A company-wide celebration to share together in the MILK & Cookies café before we enjoy the holiday with our families. Wednesday, April 17th New Spring tea tasting in the MILK & Cookies café. Thursday, October 31st Make sure you wear your costume on this day in the office. Contests and candy are bound to happen. Friday, December 20th Chilly winter warmer with hot chocolate, coffee, and other toasty treats from the MILK & Cookies café. Friday, September 13th Fall Company Picnic. Celebrate the last few days of warm weather and the change of season. Bring something to share at the potluck. Wednesday, June 26th & Friday, June 28th Annual CSOFT World Summit. Two days of presentations, group discussions, and global alliance. Plus, CSOFT is celebrating its 10 year anniversary! Canelazo A sip of Canelazo delivers a smoother, milder treat than the aromatic vapors sug- gest, filling you with a holiday glow as the mix of spices tickle your taste buds and the alcohol slips down almost unnoticed. Preparation: 1. Combine 3 cups water, juice of 1 lime, pinch of salt, 4-6 cinnamon sticks, 1 teaspoon whole cloves, and 2/3 cup of brown sugar in a saucepan. 2. On medium-high heat, bring the mixture to a boil and simmer for 5-10 minutes. 3. Remove from heat and stir in half a cup of orange juice and half a cup of Aguardiente (if you can’t find Aguardi- ente, substitute dark rum). 4. Reheat the entire mixture without letting it boil so as not to boil off the alcohol. 5. Once the mixture has warmed up, strain and serve immediately. Serves 4. A sneak peek from our international cocktail book: HQ EXCLUSIVE "Life finds a way…" Even in the world’s harshest climates, life finds a way. Take, for example, this diversifolius poplar tree, which will thrive – despite the desert’s arid environment – for one thousand years, stand for an- other thousand years before collapsing, and only decay after another thousand years have passed. aCSOFTmagazine 48 49
- 28. camels and snowleopards to golden eagles and black-tailed gazelles, a myriad of endangered species subsist in an environ- ment most would erroneously deem desolate and uninhabited. Once part of the great Mongol Empire, and home to a proces- sion of merchants who traveled the Silk Road during the Han Dynasty, the Gobi Desert is now a contrastive no-man’s land, occupying Mongolia’s southern border and covering North and Northwest China. These photos, taken by the mas- terful Feng Gang, capture the breathtaking glory of a habitat rarely explored. Life in the Desert Typically synonymous with open, barren space, deserts are in fact speckled with bursts of life. Despite harsh conditions, rich biodiversity reveals itself in the manifold ecosystems of robust wildlife and plants. The Gobi Desert, marked by its unforgiving cold and arid cli- mate, exemplifies its Mongolian name: “very large and dry.” Occupying a land mass of 1,295,000 km2 (approximately the size of Peru), the vast land- scape of bare rock unfolds into a patchwork of sundry terrain. Craggy mountains transform into evergreen forests, which diffuse into a sea of seemingly endless sand dunes. From wild Even in the hushed seclusion of the desert, Mother Nature breathes, carving this towering monument with nothing more than wind and time. 50 51
- 29. This desert oasisstands lush and verdant against the inhospitable backdrop encircling it. CSOFT's resident photographer Feng Gang was born in Xinjiang Province and later moved to the Beijing to study at the Beijing Film Academy. In addition to capturing stunning images of China’s unique scenery, Feng has also lent his talents to the corporate and entertainment worlds, taking photographs for many internationally recognized companies and celebrities. The shining golden hues of this poplar’s leaves announce autumn's arrival in the desert. 52 53
- 30. In this way,art (and the ideas that actuate it) are similar to life itself. If you’ve ever seen or read Jurassic Park, you’ll remember a famous line from Ian Malcolm (played by Jeff Goldblum), the quirky mathematician who was an expert in chaos theory: “Life finds a way… I don’t mean to be philosophical, but there it is.” And like Mr. Malcolm, I don’t mean to be philosophical, but the fact of the matter is that all forms of life have one remarkable trait in com- mon, and that’s a staunch, unyielding – even violent – insistence on survival. Life exists to perpetuate itself, not only for itself, but for future generations as well. And although there are exceptions, no matter what an organism does with its life, there’s little anyone can do to make it willingly stop living. Art, in this very same way, serves as a channel for ideas that need to be communicated – and each message comes with thousands of years of cul- tural momentum that keep pushing it forward, molding it, and spreading it out again with a strength of purpose no less vigorous than life itself. History, Business, and the Art of Listening An example. A while back, a good friend of mine showed me a picture of a Chinese painting. Her friend had recently sent her the image in the hopes that she’d be able to identify the artist and subject, because she’s well known in her social circle for being a connoisseur of the arts. The painting was gold paint on black silk: one small part of a scroll that, in its entirety, was over 12 feet long. It depicted what seemed to be two warriors on horse- back with a woman, who was also ahorse (one word, mind you – she was decidedly human, not a horse). Through her research, my friend had deter- mined that this particular painting seemed to depict the aftermath of a battle between the Xiongnu (pronounced “shone new”… kind of) nomads and the Han Dynasty Emperor. Judging by a unique juxtaposi- tion of content and style in the painting, she had also concluded that it was produced by a Qing Dynasty artist in a style from the Song Dynasty. And without a doubt, it was made by or for a rich family because, let’s be honest, most artists don’t have the means to paint with gold on silk. At the time, what stuck out to me most about the painting was the intimate con- nection between its subject (the Han Dynasty at war with the Xiongnu) and the history of the Silk Road. If you’ll allow me to backtrack for a moment, the reason this caught my attention was that, when my friend showed me this painting, the Silk Road had been heavily on my mind for quite some time. As you may know, our business is global- ization. And back in the day, far before the Common Era – before Christ, before the fall of Rome, far back when Egyptian priests still roamed around salt banks, col- lecting natron to preserve the bodies of their greater priests and pharaohs – when the globe wasn’t a globe yet, the process of globalization was just called trade. In those times, merchants, adventurers, and even priests were the agents of what we now call globalization. They opened trade borders, established trade routes, exchanged information and culture, and increased the I’ll be honest here and just say it, proudly and publicly: I don’t always “get” art. That’s not to say that I haven’t ever come across a work of art that resonates with me. Of course I have. There are a handful of works that, for a handful of reasons, speak volumes to me. But they are the exceptions. There are a slew of other pieces out there that are mute as a monk to me, and I’d be willing to wager that the same goes for you. Now, what I do get about art is why people make it. Or, rather, why it’s made – a fine distinction, but it’s important. Essentially, art is made because something needs to be expressed, and it needs to be heard. There are recurring ideas that exist in our collective unconscious, and visual art is one of the most potent media through which these ideas are brought to the attention of those who need them most. After creation, it’s the relative necessity of being heard that deter- mines whether or not a work of art can endure the sands of time until the idea that inspired it finds its intended audience. Art serves as a channel for ideas that need to be communicated – and each message comes with thousands of years of cultural momentum that keep pushing it forward, molding it, and spreading it out again with a strength of purpose no less vigorous than life itself. “ “The story behind S t e p p e S 54 55
- 31. interdependence of differentworld econo- mies. And in that context, the Silk Road is perhaps the most famous and influential prototype of the trade routes that eventually changed the face of the earth, the direction of consumer goods, and the way in which culture is exchanged. Back to the subject of the painting, although they were a nomadic people, one of the Xiongnu’s main seats of power was the Hexi Corridor*, which was a series of regularly occurring oases connecting Northern China to the rest of Central Asia. These areas, ripe with water and vegetation, provided travel- ers with regular respite from the inhospitable mountains and deserts that surrounded the region; they enabled merchants, adventurers, and even bandits to circumvent otherwise nontraversable land, where they could then trade (or steal) more widely with the rest of the ancient world. It wasn’t until the Han Xiongnu Territory Eurasian Steppe Hexi Corridor* Han Dynasty China Northern Silk Road Dynasty subdued the Xiongnu in these areas that the seeds for a stable trade route – the Northern Silk Road – could be planted. Staring at this painting, I was presented with an idea at just the right moment. The painting, rife with history, with images of east-to-west trade and life in the desert, ended up being the inspiration behind the name for a fresh business unit we had been cooking up at the time – Steppes, CSOFT’s new consulting arm. Steppes, the special ecoregions lorded over by the Xiongnu in the painting: stretches of land whose flatness, wetness, and preva- lence of edible shrubbery were essential to sustaining life in the desert, the future development of the Silk Road, and the ongoing momentum of trade between East and West. It was the perfect name, with just the right amount of mercantile undertones to encapsulate our business in a single word. Perhaps I’m being overly romantic, self-cen- tered, or projecting meaning onto a circle of events that were merely coincidental. Nevertheless, I can’t help but think that, centuries ago, there was an idea that needed to be passed on. The essential nature of this idea that art imitates life, and that life is defined by its ongoing struggle to assert itself, is what drove this painting’s stubborn determina- tion to survive the rise and fall of dynasties until its message (or at least one of its mes- sages) was good and sent. Lucky enough for me, I was in the right place in my life to hear it. And now I’ve done my part by pass- ing it on to you. One World,One Market Don’t let foreign markets be a gamble, GOALLIN WITHTHE WINNINGHAND. 56
- 32. Access your productterminology in over 100 languages from anywhere Product Quality Risk Management Global Regulatory Compliance Don’tleaveyourcompanyatriskbynotproperlymanagingproductterminology © CSOFT International, Ltd. Terms available in 100+ languages and 1000+ industries TermWikiProTM