Ambassador Philippe Jones Lhuillier (PJL), one of the most distinguished diplomats in the Philippines, has finally unravelled a well-thought narrative of his life with “A Purposeful Journey of a Lifetime”. This captivating book offers readers a rare, intimate glimpse into the life of the longest-serving Philippine Ambassador and the Chairman of Cebuana Lhuillier, the largest micro-financial services company in the country.
“A Purposeful Journey of a Lifetime” is structured into six insightful chapters, each offering unique perspectives on PJL’s life. The book begins with his early years and the influence of his family’s pawnshop business, leading to his rise in the public sphere, his spiritual journey, and his deep connection to family and community. It culminates with reflections on his corporate social responsibility efforts and vision for the future.
Before being recognized for his contributions to foreign diplomacy, PJL was best known as an accomplished businessman whose innovative strategies and leadership played a pivotal role in shaping Cebuana Lhuillier into one of the Philippines’ leading micro-financial institutions.
PJL’s penchant for business is vividly illustrated throughout the book. His experiences as a child in Cebu and as a student living in Manila alone shaped his character. He looked up to his father and enjoyed watching and listening to him at work. “I practically grew up inside a pawnshop. Before I was sent to Manila to study, I would help my father in any way I could.” PJL recalled. PJL left his family in Cebu to study in Manila when he was 8. During his years as a student away from his family, he narrates that he has learned how to value money, managed to survive with creativity, and discovered how to be entrepreneurial.
PJL believes that he owes his success in business to his father. “My father prepared me well for the responsibilities of running the business. He made sure that I knew all the aspects, and was equipped with the right skills, and he taught by example. He showed me the importance of being hands-on, of personally visiting the branches, and of talking to the employees and customers,” PJL declared.
PJL’s experiences in the family business instilled in him the values of hard work, integrity, and community service. His innovative approach to business, commitment to financial inclusion, dedication to customer service, and enthusiasm for community development has set benchmarks in the industry.
In the book, PJL relates that in 1987 he decided to put all of his pawnshops under the trade name “Cebuana Lhuillier Pawnshop” for better brand recall and brand differentiation. As the business grew, he introduced innovations to provide the best customer experiences for their clients. He made the pawnshops more spacious and comfortable, and improved security and computerized operations. PJL recalled that he saw the opportunity to grow the business at this time in response to the new demands of the times. From 12 pawnshops in 1989, the branches grew to 120 in just 3 years, signalling a constant growth and rapid expansion that would transform Cebuana Lhuillier into the largest micro-financial services company in the Philippines.
Colleagues and friends also shared their testimonies, highlighting PJL’s exceptional qualities as a leader and mentor. Louie S. Campos, a close friend, wrote, “This was quite an experience watching him in action with his staff. He was very detailed about his concerns for the marketing of his business but equally caring about the condition of his staff. This showed me early on that Philippe has a good generous heart in addition to his good business acumen.”
PJL’s significant achievements in business were feted with numerous awards and recognition. He received the Outstanding Achievement in Entrepreneurship award from the Philippine Marketing Association, was awarded the Philippine Chamber of Commerce and Industry’s Outstanding Achievement in Business, the Agora Award for Marketing Excellence, and the Ernst & Young Entrepreneur of the Year Award, just to mention a few among many other honors.
“A Purposeful Journey of a Lifetime” offer readers a rare glimpse into the mind of a successful entrepreneur, providing lessons on leadership, resilience, and the importance of giving back to the community.
ADVT.
This article is brought to you by Cebuana Lhuillier.
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