Last Wednesday, the Prime Minister officially announced details of the much-awaited New Economic Model (NEM) that is intended to propel Malaysia into the same league as innovative nations. In fact, the whole objective of the NEM is to dislodge the country from the “Malaysia in the middle” slot that it has stubbornly held on to for the last decade or so. While refusing to move up the ladder, the nation and its citizens have basked in the glory of the past and refused all attempts to get out of the comfort zone. It would appear that change is deemed upon as being repulsive and efforts to introduce change to the status quo are resisted with vigour not normally seen in the sedentary and uneventful lives of most Malaysians.
I wanted to get a feel from the ground, on how the common man perceives the NEM. I spoke with at least 50 people who in the informal analysis might represent a cross-section of the “average” Malaysian, if there is such a creature. To begin with, I started with the mamak shop owner on the street corner, moving to the newspaper vendor and to the soya-bean drink vendor in the van. I quickly got the message that the problems they are experiencing (namely less cash in the pocket) are due to the economic downturn we are undergoing. Once the economy bounces back, the pockets will jingle with cash again – this is what they believe. Not many had heard of the NEM and those who had, skipped the pages of the newspaper where NEM was reported. Enter the first player – the man on the street who does not see what the fuss is all about.
I turned my attention to academics, government employees and executives. The feelers from the ground were different. There is acknowledgement that Malaysia is not doing as well as some other countries and that we are experiencing the heat from the hunger in the belly of China, India, Singapore and others. China is perceived as the manufacturing capital of the world while India is positioned as the backend services hub of the western world. Singapore is well, just Singapore – a tiny red dot that manages to outdo Malaysia at just about everything. There is such a love-hate relationship with this neighbouring country that both envy and contempt are expressed several times in the same sentence. This group had heard of the NEM and most had read the NEM reports in the newspapers, but only after reading about Amber Chia’s marriage with her manager and how an 18-year old girl in Kuantan had been beaten up and robbed by her boyfriend. Enter the second player – the NEM is not spicy enough to compete with sensational stories.
I had to get the feedback of entrepreneurs as well, so I rang up some of the CEOs of technology-based SMEs whom I frequently interact with. Most, if not all, were aware of the NEM and had in fact been waiting for the announcement and details. They had read the PM’s speech and the analysis in the business sections of the newspapers. They just cannot figure out how the government is going to deliver the outcomes enumerated by the PM. To them, the NEM looks like a wish-list that is going to difficult to fulfil – given their experience to date with government machinery. Enter the third player – business people who have nothing but more questions on the NEM.
NetValue readers should be aware that only the first part of the NEM has been announced. Essentially, this is a critical analysis of where Malaysia presently is, what’s happening in the global context, why the NEM is required, what it’s goals are, areas that we should focus on the and determining where we want to head. This is the “what” portion of the NEM. The all-important “how” portion will be revealed at a later date and will be called the “Economic Transformation Programme”. Somehow, this point has not been picked up clearly by the third group in my unscientific sample.
The NEM is built on the premise that for Malaysia to change, the people must move up the ladder and become innovators. The future of the country depends on the willingness of the citizens to adopt change as quickly as possible. Mindsets have to change, together with attitudes and skills. Unless we get a buy-in from all the stakeholders, this is going to be more difficult than we would expect it to be under ordinary circumstances.
The impressive, well-researched 209 page NEM document has to be translated into a language that my first sample group can identify with. It has to resonate in the hearts and minds of those who do not and will not read government plans or intellectual-type documents. The plain-reading document must relate to what matters most to this group of stakeholders – money in their pockets. They must be made to understand, in very practical terms and without any jargon whatsoever, that this is what the NEM will do for them. This is what I feel the NEAC must do quickly and immediately. Next, some very nifty plain-language case studies have to be crafted for the second group that seeks excitement in the material they read. The present form will just not do for this group. We have to plot a storyboard that sparks the imagination of this group and engages them to explore the NEM, just as they would do a novel or video game. For this group, we have to focus on the sizzle and aroma, not the steak itself, so that the punters will willingly walk into the restaurant and eat the steak.
The business community must be made to understand that the implementation details are yet to come and that the NEM is not just a collection of motherhood statements. The “how” will be revealed, after consultation with various parties. The NEAC must do this quickly and effectively, before the NEM loses its buzz and excitement. The NEAC must remember that the business community is a captive customer that is keen to buy its wares, so we cannot afford to lose this customer through unresponsiveness.
Lastly, we have to connect with the new media, taking our crusade to where the young and trendy congregate. This cannot be done in the typical dry and factual manner that the older generation is fond of doing – the new media battle cry must reflect the whims and fancies of its target audience.
In short, unless the NEM is effectively communicated to the public at large, it will become just another document on the shelves of libraries. It will remain a acronym on the lips of some and suffer indifference from, and possibly sabotage by, the bureaucrats who are tasked with its implementation. We can ill afford this and through collective effort, is something that can be avoided.
This article first appeared in “The Edge Malaysia” 12 April’10
greetings prof,
well put. the ‘disconnect’ between the nem and the common man stems from the disability to see how it actually benefits him. to the have-nots that could refer to extra pocket money and to the haves, perhaps another car in the garage.
to the others the nem would generally refer to another deep dark chasm they need to cross (ask anyone and you’ll see what i mean) as they go on with their daily lives.
the disconnect stems from disinformation which unfortunately, can be traced back to poor govt controls and services.
but thats just the first part of it. but i guess we must always take things one step at a time. lest we get ahead of ourselves and end up being stymied by politicians and the bureaucracy.
my best,
lionel