An Intel Leader Discusses His Lessons in the China Game
Ian Yang, the Beijing-based co-general manager for Asia Pacific for Intel Corp., spends most of his time steering one of the world’s biggest tech companies through one of its most exciting — and complicated — markets.
When Intel first came to China 21 years ago, the country was a tiny market for the microprocessors and other computer chips Intel makes. But that certainly has changed. While Intel doesn’t break down its revenue by country, Asia outside Japan now accounts for half of its total sales. A big part of that is China, the world’s second-biggest market for personal computers after the U.S., and the place where most of the laptop PCs sold elsewhere in the world are made.
Mr. Yang, 41 years old, joined Intel in 1986 when he was studying in the U.S. at what is now called Kettering University in Flint, Michigan, as one of its first mainland Chinese employees. He returned to China in the mid-1990s to head up a small sales and marketing team, which helped developing Intel’s relationship with a then little-known company called Legend. That company is now called Lenovo Group Ltd., and is the world’s third-biggest PC vendor by sales.
Mr. Yang was promoted to country manager in 2000 and rose to his current job helping to oversee sales and marketing throughout the region in July, 2005. He sat down with Wall Street Journal reporter Jason Dean in Beijing to talk about his experience as a global manager.
WSJ: What was your first job and what did you learn from it?
Mr. Yang: My first job was a co-op job [a training job that is part of a college program] at Intel. The first day I reported to work I saw this little sign behind reception that said “The customer is our No. 1 asset.” I thought, “Wow.” I just came from China and had no concept of this customer orientation. So I thought, well, if I keep doing all the right things for the customer at this company, then I’ll probably do OK.
WSJ: What advice would you give someone starting out today who wanted to get into your field?
Mr. Yang: These days, not a lot of students really have any sort of internship or co-op kind of work experience. It’d be great if the education system here could mirror some of the U.S. cooperative programs where college kids could gain some work experience.
WSJ: What’s your favorite business book?
Mr. Yang: There are a lot of generic management books. But about six months ago, a book caught my attention called “It’s Your Ship” [“It’s Your Ship: Management Techniques from the Best Damn Ship in the Navy,” by Michael Abrashoff]. It was written by the former commander of the USS Benfold, a high-tech destroyer in the U.S. Pacific Fleet.
In the Navy they always have this ceremony to send off the old guy and welcome the new guy. At the ceremony, the old guy was booed. [Abrashoff, who taking over,] was totally shocked at how happy the crew was to see the previous guy go. And he said there’s no way I want that to happen.
The big concept was that when he talked to everybody, he said “I’m committed as the commander of this ship to do my part to fix it. But as a sailor of this ship, you have as much obligation or responsibility as I do. It’s your ship, as well.”
WSJ: What is the one thing you wish all new hires knew?
Mr. Yang: I would say, for any new hire, the most important thing is assuming responsibility. That means you have to think out of the box sometimes, and you have to really initiate things rather than just receiving orders. You have to follow your own mind and do your own thinking.
WSJ: It seems like one of the challenges in your position is trying to marry this very distinct corporate culture rooted in America with a distinct business culture and educational culture in China.
Mr. Yang: You’re absolutely right. That is the challenge. In the U.S., people tend to think longer term and strategically. They are very open and fast on their feet. I think a lot of time their challenge is in executing in a disciplined way.
In my last 10 years here [in China], my observation is that there are a lot of very hard-working, devoted employees. But they don’t very openly share their ideas or thinking. It’s not like they don’t have it. But if they don’t share it, a lot of times people will have the perception that “these people are not strategic.”
But if you talk to them in their own language, a lot of times you’re surprised about how much they know about the industry, the market, the issues facing the company, and what the company should be doing.
WSJ: What was the most satisfying decision you’ve made as a manager?
Mr. Yang: [When I first came back], the local computer companies were so small. But some of my customers told me: Watch the consumer electronics market in China.
So I started influencing the management of Intel. I said we’ve got to put some longer-term strategy behind growing the local guys. I truly believed in it. I said even though these guys are small, if they take off, we can grow with them.
WSJ: Intel recently announced a major global restructuring. What is it important to tell employees at a time like this?
Mr. Yang: We’re going through a very turbulent time. I can just feel that people have a lot of questions on their minds. The last thing you want to do is not share anything with them and keep a closed door. Even without a lot of perfect answers, as a manager you have to try to help people understand why we’re going through this, calm them down, continue to focus on their jobs, don’t get panicked, and we’ll get through this as quickly as we can. But six months from now, once Intel has really sorted out its problems and once we get to a level where we are a lot more efficient again and people are a lot more clear on why we’re doing this — here’s our strategy, and you guys have every bit as much to do with it as I do — then you’ll look back and say I’m glad Intel did it.