Culture should not be an obstacle but a bridge to success. Culture is the key to how businesses connect, communicate, and collaborate, especially in areas where everything is dynamic in practice.
This was conveyed by Widyana Lim, Former Area Senior Manager at GoJek and a doctoral student at the Institut Teknologi Bandung, in a guest lecture entitled “The Culture Factor: Why Understanding People and Their Culture Matters More Than Ever in Business” at the SBM ITB on Tuesday (5/27).
“In real practice, there are many dilemmas that are not taught by theory,” said Widyana. “What is written in textbooks does not necessarily match what happens in the business world.”
Based on years of experience in the industry, Widyana emphasized the importance of balancing academic theory with the dynamics of the work world. During her three years at GoJek, she has been directly involved in the field, gaining insight into aspects of communication, community, and the spirit of cooperation.
In terms of communication, Widyana said GoJek adjusted its communication methods by using clear visuals and simple language, making it easier for driver-partners to understand.
Second, in terms of community, GoJek understands that many of its drivers had established base camps and support networks before GoJek arrived. To strengthen this, GoJek held casual coffee sessions, training sessions, and discussions, ensuring stronger engagement and making partners feel appreciated.
Third, in terms of cooperation, drivers exhibit high solidarity with one another. This spirit of mutual assistance is reflected in various programs, including support for thousands of orphans.
Widyana also shared her experience with the complexity of Gojek’s Eid allowance culture. GoJek faced a dilemma in managing bonuses for its driver partners. To balance operations with cultural expectations, they clarified partnerships and offered incentives for their drivers. She emphasized that leaders must be firm yet empathetic in dealing with diverse teams and utilize culture as a tool to build trust and create more effective policies.
Widyana hopes that this lecture will encourage students to think beyond theory and understand culture as a tool for more effective communication in the business world. We need to start observing, listening to, and appreciating the cultural rules around us, not just working within the system but working with the system to make it better every step of the way.