The Concept of Innovation and Nonconformity
- The phrase "İcat çıkarmak" which translates to "coming up with inventions" or "being innovative" has been commonly used to describe actions that go against the norm, and this phrase has been frequently used to describe the person's actions since childhood, often in a negative tone, implying that they are doing something unusual or unexpected 10s.
- The person's tendency to think outside the box and challenge conventional norms has led to them being told to "İcat çıkarmak" throughout their life, as they have often taken unconventional paths and made decisions that others have not approved of 1m20s.
Challenges and Disapproval of Unconventional Decisions
- Despite facing disapproval for their decisions, the person has pursued various endeavors, including opening a store, which was met with surprise and disapproval from others, with comments such as "You've studied so much and had a great career, and now you're opening a store?" 2m6s.
- The person's decision to open a store was not supported by others, including their mother, who had always been supportive of their decisions, but in this case, was worried that they would be stuck working in the store forever 3m20s.
The Store Venture and Retail Experience
- The person's experience with opening a store and working in retail was a new challenge for them, as they had to take on various tasks such as sales, inventory management, and customer service, and they eventually discovered that they had entered the world of retail and had become a part of it 4m30s.
- The individual invested all their attention, interest, and courage into a store, which led to the establishment of five Benetton stores within five years, but eventually, they felt the need to do something new as their growth was not aligned with routine, and they began researching what they could do, exploring the world of Kashmir and silk, 10s.
Exploration of New Markets and Ideas
- The research revealed that there were many aristocratic brands in the world of Kashmir and silk, but very few people could access them due to their high prices, and there was no affordable luxury brand in this area, which became a significant discovery, 42s.
- This discovery led to the creation of a Kashmir and silk brand, and a trip to China's Inner Mongolia region, where the individual aimed to build a brand from scratch, despite the warnings and concerns from others, who thought it was not a good idea to invest in China at that time, 2m6s.
Human Fear of the New and the Unknown
- The concerns and warnings were partly due to the fact that people often perceive new and different things as threats, which has a biological basis, as humans have historically survived by being cautious and avoiding potential dangers, such as predators or natural disasters, 4m6s.
- Despite the initial skepticism, the individual decided to open their first store in Zurich, as a way to test their brand and ideas in a new market, and to prove that they could succeed even without being well-known in their home country, 6m10s.
Overcoming Skepticism and Building a Brand
- The decision to open a store in Zurich was met with criticism and questions, such as why they didn't try to establish their brand in their home country first, or why they didn't focus on growing their existing business, but the individual was determined to pursue their new venture and make it a success, 8m6s.
- When expressing an idea, people often reflect their own fears and concerns, rather than intentionally wishing harm, and this can be seen as a natural response to something new or unfamiliar 10s.
- The first store was opened in Zurich, without any PR or advertising, and it received a great deal of media attention because no Turkish brand had a store abroad at that time, and this move was later applauded 1m6s.
Embracing Digital Transformation and New Traditions
- There was a decision to invest heavily in e-commerce, which was considered a large investment requiring a digital infrastructure, departments, and teams, but it ultimately led to significant success in the field 2m6s.
- The idea of adopting Black Friday in the same way as in America was met with resistance at first, but after three years, other companies joined in, and it became a success, demonstrating that new and different ideas often take time to be accepted 4m6s.
Gender Representation in Business
- The United Brands Association, which consists of brand founders, has a disproportionate ratio of men to women, and this is reflective of the retail industry as a whole, with few women in key positions, as seen in the award ceremony where Ayşen Zamanpur received an award for productivity in 1998 6m6s.
- The concept of being an "iş insanı" (business person) is emphasized as a more inclusive term that encompasses both men and women, rather than just using "iş adamı" (businessman), and this realization came after an award ceremony where the term was discussed 10s.
- The use of the term "iş insanı" was initially met with resistance, but it has eventually become more widely accepted, and this change is seen as a significant step forward in promoting a more inclusive mindset 2m6s.
Language and Inclusivity in Business
- The power of words and language in shaping our perceptions and attitudes is highlighted, with the example of how the term "iş insanı" can help to create a more inclusive environment for women and girls to feel like they belong in the business world 42s.
- The idea that words and phrases can have a profound impact on our mindset and behavior is discussed, with examples of common sayings that can be limiting or restrictive, such as "sürüden ayıranı kurt kapar" (the one who stands out from the crowd gets eaten by the wolf) 4m30s.
- The importance of challenging and moving beyond these limiting phrases and mindset is emphasized, as it is in these moments of challenge and change that success and progress can be achieved 6m10s.
Personal Reflections and Lessons Learned
- The speaker reflects on their own experiences and the lessons they have learned, including the importance of perseverance and pushing against societal norms and expectations 8m20s.
- The concept of "devir" (era or generation) is also discussed, with a focus on the current era of young people, technological advancements, and artificial intelligence, and how this era is bringing about significant changes and opportunities 10m0s.
Future Goals and Social Responsibility
- The desire is to travel, provide mentorship to young entrepreneurial women, and engage in more beneficial and social activities, with the goal of leaving a legacy for children 10s.
- A 5-year plan was set in motion, and the company was transferred, despite initial doubts and criticisms from others, with concerns that the individuals were too young and inexperienced, and that the decision was overly romantic 42s.
The Value of Risk and Innovation
- The decision to take a risk and make a change is considered to be the right one, and it is encouraged that others should also strive to make inventions and innovations that can drive society forward 2m6s.
- Inventions are defined as discoveries that advance society, and they do not necessarily have to be scientific or technical, but rather anything that challenges the status quo and pushes beyond the boundaries of conventional thinking 2m6s.
- Taking risks and making inventions is considered a good thing, as the greatest risk in life is not taking any risks at all, and this mindset is essential for driving progress and innovation 2m6s.
