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Boonkiet Chokwatana


 * Boonkiet in November 2016
 * Born	Boonkiet Chokwatana
 * August 1, 1947 (age 69)
 * Bangkok, Thailand
 * Residence	Bangkok, Thailand
 * Nationality	Thai
 * Education	Assumption College
 * Worcester Polytechnic Institute, Massachusetts
 * Years active	1972–present
 * Net worth	N/A
 * Title	Chairman & Executive Chairman of I.C.C. International Public Company Limited
 * Chairman and Director of The SAHA Group of Companies
 * Board member of I.C.C. International Public Company Limited and other Group Companies
 * Spouse Tipaporn Chokwatana (married 1971)
 * Child	Kitiyaporn Chaithavornsathien (daughter)
 * Parent(s) •Thiam Chokwatana (father)
 * •Saipin Chokwatana (mother)

The Journey of Boonkiet Chokwatana From Lack of Self-Confidence To Respectability in the Society


 * 1) Early Years
 * 2) Early Life Characterized by Lack of Self-Confidence
 * 3) Professional Life
 * 4) The Tom Yum Koong Financial Crisis in 1997: “Survival of the Fittest”
 * 5) “I Am Reborn”: Positive Thinking Driven by Power of Sub-conscious mind
 * 6) The Saha Group and Boonkiet Chokwatana
 * 7) The Society and Boonkiet Chokwatana
 * 8) The Insights Boonkiet Chokwatana Values
 * 9) Conclusion

Early Years
Boonkiet Chokwatana was born in Chinatown, Bangkok in the mid-1940s. At the time, Chinatown was the center of commerce in Thailand, and the people living and working there were basically of Chinese descendants. Their Chinese surname was “Lee” Born with his twin brother, Boonchai, on August 1, 1947 (30 minutes apart), Boonkiet is the youngest son of Mr.Thiam Chokwatana and Mrs.Saipin Chokwatana. His siblings: 5 brothers (Boon Ek, Boonprakorn, Boonsithi, Narong, and Boonchai) and 2 sisters (Siriyone-deceased, and Sirina). They were all born, raised, and engaged in business undertakings in Bangkok under the stewardship of the late Thiam Chokwatana. He was born into a middle-class family. The trading business of his father was firmly established and growing. Understandably, both Thiam and Saipin looked at Boonkiet and his twin brother as the ones who brought additional fortune and prosperity to the family. As such, the childhood of the twin brothers was nothing short of being rosy, joyful, and happy compared with his siblings. Their special interest was motor cars since childhood. Boonkiet started driving at the age of 11 years old. His Chinese roots had dated back to some 150 years ago when the grandfather migrated from mainland China to Siam (now Thailand) during the reign of King Rama V. He made a living by initially working as an icicle vendor and gradually building up his career to become a rice wholesaler with relatives working in the same compound. Born in 1916 at Sampeng in Bangkok, Thiam Chokwatana (Boonkiet’s father), was the third son of the grandfather whose former Chinese name was “Lee Heng Tiam”. Thiam spent the early years helping his father run a small grocery store named “Lee Piew Ha” at Woeng Nakorn Kasem Area. In 1943, Thiam decided to set up his own trading business under the name of “Hiap Seng Heng” at Chinatown in Bangkok selling sundry consumer products necessary in daily life. He was one of the first local entrepreneurs to import consumer products from Japan and Hong Kong for distribution in Thailand. In 1953, Thiam elected to change the name of “Hiap Seng Heng” to “Sahapathanapibul Company Limited.” The idea was to accommodate its continuing business growth and create a new corporate image of being more “Thai”. Marketing prowess and sharp insights had enabled Thiam to grow the business exponentially. The humble beginning of Sahapathanapibul was destined to transform itself into a major business conglomerate known in Thailand as the SAHA Group comprising more than 200 companies. Boonkiet’s primary and secondary education started at Assumption College—a highly prestigious and private Catholic boys school in Bangkok since 1885. In 1966 he went on to pursue the overseas education in the United Kingdom, at Pre-University: O' & A' Level @ Exeter Technical College. His life as a student in the UK brought significant changes never before imagined. For the first time, he had to stand on his own feet, manage personal finance, and become hands-on in all daily activities. Life was no longer as comfortable as he used to enjoy in Bangkok. In 1971, Boonkiet went back to Bangkok for the wedding to Tipaporn. Following their return to the United States, he went on to study at Worcester Polytechnic Institute, Massachusetts and received Bachelor Degree in Mechanical Engineering in 1972.
 * His Childhood
 * His Chinese Roots
 * His Education
 * His Family

Boonkiet and Tipaporn have one daughter: Kityaporn Chaithavornsathien. Currently, the family resides in Bangkok. Tipaporn is Vice President at International Laboratories Corporation Limited and director in several companies of the SAHA Group.
 * His Influences

His parents passed on to him a number of valuable lessons. Mother: the value of money; conscious spending; spend less and save more. Father: integrity; kindness for people and animals; honoring promise and commitment; and business ingenuity. Language Proficiency: Thai, English, and Chinese.

Early Life Characterized by Lack of Self-Confidence
It took Boonkiet a great deal of courage to admit that his early years were characterized as I lack of self-confidence. It was evident in many shapes and forms. Not only that he was sensitive and afraid for no reason, he habitually entertained the notion of self-doubt as to the extent of what he could do and shyness in the presence of people (especially women). His pessimism resulted in the lack of creativity and self-confidence leading him to become uncompetitive and nonaggressive. Still, Boonkiet knew it all along that he could not allow the power of negativity to overwhelm the novelty of positivity forever. He must walk across this threshold. The question was how to overcome the lack of self-confidence and the mental obstacles associated with it.

Professional Life
Upon returning to Thailand in 1972 from the United States, he reported to work and was put under the direct supervision of Boonsithi Chokwatana--his elder brother and, presently, the Big Boss of the SAHA Group of companies. In his first capacity as Assistant Managing Director, Boonkiet was assigned to concentrate on International Cosmetics Company Limited (ICC), and partially devote his time for two other companies—i.e. International Laboratories Company Limited (formally Taiken), and Thai Wacoal Company Limited. International Cosmetics Company Limited (ICC) was then one of the two flagship companies in the SAHA Group and a distributor of cosmetics, fragrances, skin care products, fashion garments, men/sports wears, leather products, foods, and household items, etc. He was put in charge of marketing and manufacturing of cosmetics, apparels, footwear, toiletries, household goods, foods, etc. Initially, he remained skeptical of whether he could be able to work effectively, and doubtful of himself especially in the presence of high caliber businessmen. For Boonkiet, it was no easy start but an uphill task. “It takes 100 years to plant a small tree to become a big tree. It takes 10 years to develop a person to become professionally capable.” These words of wisdom of the father spoken through his boss and elder brother kept his spirits alive to meet challenges in the pipeline. Apparently, his initial skepticism and self-doubt were more perceived than real for he was able to rise above and beyond what he had anticipated achievable. From 1972 to 1997, Boonkiet a) managed to strengthen the foundation of the company, b) expanded product portfolio to satisfy changing preference and lifestyle of the customers, c) enhanced corporate image of the company, d) initiated workflow improvement process, e) re-oriented marketing endeavors toward customer-centric approach putting emphasis on product image and functionalities, and emotional fulfillment of the customers, and f) initiated such sales accelerators as advertising, and fashion activities. During the period, he turned ICC to become a self-driven money-making machine as evidenced by the continuing rise in sales and profit. Business kept going “north”, and optimism prevailed throughout the organization. Growth prospects were promising and presumed to have become a “fait accompli”.

The 1997 Tom Yum Koong Financial Crisis: “Survival of the Fittest”
On July 2, 1997, Thailand Prime Minister Chavalit Yongchaiyudh announced devaluation of the Baht currency. Prior to the devaluation, the Baht had been pegged at 25 to the US dollar thereby encouraging Thai companies to borrow massive low-interest-rate offshore loans to supplement their working capital requirements. Foreign exchange risk was minimal. Meanwhile, Thailand continued to suffer from growing current account deficits and declining international reserves making it exceedingly difficult for the Bank of Thailand to continue to defend the Baht currency. The devaluation sucked Thailand under colossal financial crisis, generally known as the “1997 Tom Yum Koong Financial Crisis”, whose adverse impacts were simultaneously spreading throughout Asia and beyond. Our foreign exchange system turned into “floating system” that resulted in the Baht currency falling rapidly from 25 to well over 50 to the US dollar. Local companies whose offshore debts were denominated in US Dollar saw their obligations increased overnight causing massive foreign exchange loss. Following the devaluation, the Thai economy quickly went “south”, and worse still was no one knew where the bottom was. Panic and despair were the order of the day. Commercial banks began to freeze credit extension, cut credit lines, stopped providing support for on-going project financing, and demanded early loan repayment causing liquidity in the markets to dry up. Also, business confidence suffered major setbacks brought about primarily by weakening purchasing power, rising operating costs, and declining market demand. Prospects for near-term economic and business recovery were nowhere to be found. Although Boonkiet has been through crisis after crisis in his 45-year professional life, the “1997 Tom Yum Koong Financial Crisis” was the most severe whose adverse impacts were felt throughout the economy and the SAHA Group alike. Indeed, this was the moment when Charles Darwin’s “Survival of the Fittest” manifested itself so cruelly in our country. A great number of Thai people and companies were left naked under the sun.

“I Am Reborn”: Positive Thinking Driven by Power of Subsconcious Mind”
As the man in charge of ICC, the “1997 Tom Yum Koong Financial Crisis” was a brutal wake-up call for Boonkiet and simultaneously an unexpected beginning of what was positive to come. Challenges were coming from all fronts. Revenue sharply declined, so did morale of the employees for fear of the layoff. The inventory level was rising, and collection of accounts receivable increasingly difficult. Group business appeared to have headed into unchartered waters and was further complicated by negative impacts being brought upon group companies, shareholders, employees and their families, customers, suppliers, and creditors. The continued survival of the Group business prompted Boonkiet to initiate a holistic vision and direct all available resources to turnaround the situation from “south” to “north”. Corrective actions were initiated, contemplated, and implemented with determination and commitment. It clearly became imperative to get the ICC organization into motion again. Indecision and inaction were absolutely not an option. The financial crisis also presented an opportunity for Boonkiet to undergo a 360-degree reassessment with respect to what was needed and how to go about it. And the outcome had produced a profound impact on him ever since. In times of crisis, he thought that it was essential for each and every one to a) keep a clear mind (awareness), b) work a lot harder, c) pay serious attention to customers and consumers, d) speed up decision making, work pro-actively, deny procrastination for there would be more works to get done following the crisis, and constantly come up with new ideas, and e) stay physically healthy. The idea was to push for changes pertaining to self-development, organization development, and system development so as to allow ICC to fully capitalize on its potential and strengths once the crisis was over.        In other words, what Boonkiet had discovered from the reassessment was that effective crisis management demanded nothing short of positive thinking. The idea of positive thinking prompted him to continue to explore how it could be utilized to add value to him.         Positive thinking is the way one thinks to build confidence and spiritual power in oneself without having to consider facts, reality, reasons or proofs. Also, it is a mental attitude that places emphasis on the bright side of a given situation and expects the favorable outcome. In so doing, the thoughts that you have created, when driven by proper energy and/or force, can be transformed into reality. His conviction in positive thinking was in perfect alignment when he came across the ideas of, and attended the courses conducted by, Dr.Amara Tansomboon – an expert in the power of sub-conscious mind. What he found out was that there was a direct linkage between sub-conscious mind and positive and negative thinking whose impact was extremely powerful. Essentially, “conscious mind” is awareness of your own existence, thoughts, environment, and of something for what it is, etc. On the other hand, “sub-conscious mind” is the mental activity of which you are NOT aware of it operates or exists in the mind beneath conscious mind. It is completely dictated by the conscious mind as to what and what not to do. Their interconnection is such that the use of conscious mind constitutes only 3-7%, and the remainder of 93-97% is taken up by the subconscious mind. When you put the conscious mind into work (for instance, you think), the sub-conscious mind becomes aware of what you think. While the conscious mind is the master of the sub-conscious mind, the latter is over ten times more forceful than the former. Once Boonkiet had become knowledgeable of the mechanic associated with sub-conscious mind, he began to utilize the power of it as the tool to defeat his lack of self-confidence and to overcome business as well as personal challenges. In other words, when you repeatedly put conscious mind into achieving something, you are simultaneously guiding the thought into sub-conscious mind to help make it a success. The successful application of positive thinking driven by the power of conscious mind and sub-conscious mind allowed Boonkiet to turnaround ICC from “south” to “north”, and grew the business to the pre-1997 Financial Crisis level. Equally important, he clearly understood the value of positive thinking and the drawback of negative thinking. As such, Boonkiet began practicing positive thinking in his daily life in a serious manner and felt rising self-confidence never imagined possible. The application of positive thinking enabled him to successfully walk across the threshold of the lack of self-confidence that had overwhelmed him for more than forty years. The moment of truth had arrived. “I am re-born in 1997,” declared Boonkiet Chokwatana.

The SAHA Group and Boonkiet Chokwatana
Collectively, the SAHA Group is large, if not the largest, local consumer products conglomerate comprising over 200 companies with an aggregate turnover of Baht 150 billion หรือ 300 billion (US$ 5 billion), and employing over 100,000 people both in trading and manufacturing companies across Thailand. ICC is a key part of the SAHA Group. Throughout his tenure over the years, Boonkiet has been exposed to the rise and fall of the Group businesses in more ways than one. Lessons learned and insights sharpened from his work experiences are worthy of being passed on from one generation to the next both within the Group and the Community at large.
 * 1) He is a Group top executive, currently Chairman and Executive Chairman of ICC. It is one of the few dominant pillars of the SAHA Group—the other one being Sahapathanapibul Public Company Limited under the leadership of his twin brother (Boonchai).
 * 2) He is a highly seasoned and experienced executive of respectable integrity whose professionalism and commitment have been tested in moments of adversity and prosperity.
 * 3) He is credited for taking and expanding the ICC group of companies to new heights through numerous strategic initiatives such as establishing research capability; managing manufacturing companies to ensure uninterrupted supply of products; creating commercial accelerators leading to increased domestic sales; penetrating overseas markets through exports and joint-ventures; introducing new quality products and services in response to fast changing lifestyle in the marketplace.
 * 4) He is well rounded in all essential corporate leadership roles and key functionalities.
 * 5) He is Chairman of the Organizing Committee for the SAHA Group Fair--a highly anticipated annual event in the country.
 * 6) His “Positive Thinking Driven by Power of Sub-Conscious Mind” undertaking is a much sought-after course work within the SAHA Group well as external organizations.
 * 7) He is involved in supporting “The Dr.Thiam Chokwatana Foundation” whose primary mission is to engage in activities relating to charity and philanthropy for the society as a whole.

The Society and Boonkiet Chokwatana
Professionally, Boonkiet has served in a number of capacities at the SAHA Group whose status in, and contribution to, the Thai economy are significant. Personally, he has, on his own accord, devoted time, energy, and financial resources into charitable activities, public service, and university engagements. The degree of recognition from the society that he serves has made him a business figure of respectable standing in Thailand.
 * 1) He is instrumental to synchronizing business priority and corporate social responsibility for the SAHA Group whose ultimate outcome is beneficial to the country as a whole.
 * 2) He is responsible at the policy level for advocating integrity and transparency to become a central part of Good Corporate Governance of the SAHA Group.
 * 3) He is instrumental in leading the SAHA Group as a socially responsible corporate citizen to endorse “Thailand’s Public Sector Collective Action Coalition against Corruption” in ideal and action.
 * 4) He is the initiator of “BSC” label (Best Selected Collection), which is a nationally accepted label certifying the top quality of selected products for consumers.
 * 5) He is the recognized “Ambassador” for the SAHA Group in relation to all external organizations in Thailand and overseas in business-related undertakings.
 * 6) He is extensively engaged in rendering public service in such capacities as visiting professor conducting business administration, and positive thinking courses at leading universities in the country; guest speaker on business topics; contributor of insights on major issues affecting business and economy; and supporter of philanthropy organizations.
 * 7) He is an advisor to Thai Listed Companies Association, The Cardiac Children Foundation of Thailand, Burapha University. In addition, he is a member of Central Committee of Ramathibodi Foundation and invited speaker at Chulalongkorn University, Thammasat University, Assumption University, Thai Institute of Directors, Civil Service Development Institute, etc.
 * 8) He is author of a number of academic works including the following books: MOP: Mission, Objective, Policy: Process to Success; Positive Marketing; Principles of Thought and Working Philosophy of Boonkiet Chokwatana; CEO’s Strategic Thinking; and “Get What You Think”; “ท้าให้คิด ท้าให้เชื่อ, คิดบวกแบบ CEO”; and many more.

The Insights Boonkiet Chokwatana Values
“1) Work hard and persevere. 2) Maintain credibility. 3) Associate with good people. 4) Make no enemies. 5) Do not take advantage of other people.” In the meantime, a great “businessman must be the man of tomorrow—sophisticated, worldly, and never stay still.” Those are the words of wisdom of his late father, Thiem Chokwatana, which Boonkiet has embraced as the guiding principles over the years. They have served him well.       In addition, one of his notable strengths is in the area of marketing. In his view, a quality “marketing man” must be a dreamer committed to turning his dreams into reality. Marketing is a constantly forward-looking job that demands creativity, confidence, and courage to think out of the box in the quest to make it happen. Also, he must be “Generalist” whose thoughts are free flow, flexible, adaptable, responsive to make changes in accordance with market dynamism prevailing at the time, and of inquisitive nature.        Furthermore, he is convinced that the power of positive thinking is capable of taking people to the next level. Although people tend to dwell in despair and hopelessness in time of crisis, he refuses to give in to such tendency. Rather, Boonkiet prefers to crown his mind with positivity for its power is forceful, and could make what initially appears impossible possible. As the great American inventor Thomas A. Edison once said: “Remember, any battle is won twice—first in your head.” Initially founded in 1943, the SAHA Group is currently in the process of being passed on to the 3rd generation of family professionals. It becomes a personal passion for Boonkiet to drive the SAHA Group into the 100th anniversary of business existence and beyond. Only when the Group remains an expanding and dynamic organization can they continue to contribute to economic growth and prosperity of our country.

Conclusion
The journey of Boonkiet Chokwatana from childhood to adulthood has been characterized by transformation—i.e. from lack of self-confidence to respectability. Although the early course of his life left the impression on Boonkiet as being no more than a negative thinker, it was him who stood up and changed its course to successfully become a positive and forward thinker making the subsequent part of his life personally and professionally fulfilling. The application of positive thinking driven by the power of sub-conscious mind has clearly enabled him to unleash all hidden potential and talents and put them into the open. Ultimately, they all have contributed to his rise to a new height. Boonkiet Chokwatana is a man with values and principles, who looks forward, makes progress each and every day and knows what really matters in life. He is a role model to many.