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ถอดวิธีคิด "จั๊ก นันยาง" กับการจัดการชีวิตและธุรกิจ 70 ปีให้ไม่มีวันตาย | MM EP.2624

March 10, 2026·48 min·3 clips

Nanyang's Jack Chakrapol requires employees to report at least 100 mistakes per year — hitting that target is a prerequisite before any bonus is evaluated.

1. Mission to the Moon interviews Jack Chakrapol Chanthavimol, Executive Director of Nanyang Marketing Limited, the Thai rubber shoe brand established more than 70 years ago. 2. Jack joined Nanyang approximately 17 years ago directly from university as a market manager and has since grown into the executive director role overseeing products, sales, and brand image. 3. The episode's core question is how a brand that sells an essentially unchanged product survives and remains relevant across seven decades of consumer and media transformation. 4. Jack describes how Nanyang's marketing shifted when 3G and 4G internet enabled social media platforms to reach consumers directly, replacing expensive TV advertising that consumed an annual budget equivalent to a single week of a major brand's spend. 5. He uses the iPhone's hardware evolution as an analogy: when a product reaches full development, the right move is to stop redesigning it and instead improve adjacent elements such as materials, communication, and distribution. 6. Nanyang's shoes sold today are identical in design to the original product from 70 years ago, a fact Jack frames as evidence of product maturity rather than stagnation. 7. The brand's highest level of product innovation, according to Jack, was adding new colors to its classic star shoe — a change that proved operationally difficult because the production staff had never modified anything in the line's history. 8. Nanyang's target customer age was lowered from 45 to 25 through strategic color expansion (adding black, white, gray in sequence) and repositioning the shoe around the 'style above time' concept. 9. Jack describes Nanyang Safari as a plain, simple canvas shoe positioned as the opposite of fashion: functional, affordable at 300 baht, and priced consistently year-round without fashion-season markdowns. 10. The Nanyang Safari for women was developed in 2016, originally as a rubber sugar shoe in seven colors, and became the number one hashtag on Thai Twitter organically in its launch wave. 11. Jack explains that Nanyang competes by positioning itself against fashion and technology rather than alongside them — its uniqueness comes from not trying to compete where it cannot win. 12. He introduces a framework for business success beyond money: customer satisfaction feedback, internal process efficiency and team mental health, and team development including hard and soft skills. 13. Nanyang runs monthly fail meetings where employees are required to report mistakes rather than achievements, and the company sets a target of reaching at least 100 documented mistakes per year before evaluating other performance metrics. 14. Jack argues that mandating failure reporting breaks the organizational culture of hiding mistakes, because employees observe colleagues also admitting errors and feel less isolated in their own failures. 15. He states that most documented mistakes are not new — they existed for years but were suppressed by employees afraid of being scolded. 16. Jack describes the role of a leader as managing culture, internal process development, and HRD rather than directly managing marketing outputs, because well-functioning internal systems produce business results independently. 17. The interview is conversational and measured; Jack speaks in structured frameworks and the host periodically summarizes insights before asking follow-up questions. 18. The episode has a teaching quality — Jack frequently distinguishes between common assumptions about business growth and Nanyang's deliberately counter-trend approach. 19. Entrepreneurs, brand managers, and anyone interested in conservative long-term business stewardship will find Jack's frameworks directly applicable. 20. Listeners expecting high-growth startup thinking or expansion playbooks will find the episode's pace and philosophy misaligned with those expectations.

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