This mindset is exactly what we must overcome.

Artificial Intelligence—or AI—is not just for the tech hubs of the world. It is not an invention reserved for coders in Makati, executives in Singapore, or scientists in California. AI is already shaping the world we live in—from how doctors track symptoms to how teachers create modules, from how businesses manage sales to how farmers predict weather patterns.

If we Ilonggos choose to stand by and watch, we risk missing our chance to influence how this technology will be used in our own communities.

Not a Monster, Not a Magic Trick

Let’s set the record straight. AI is not a robot that will replace us. It’s not some sorcery from abroad. It’s not a trap. It’s a tool.

Think of AI the same way we once thought about calculators, typewriters, and computers. At first, we were skeptical. Then we got used to them. Now we rely on them. AI is simply the next step in that progression.

It is a tool that can help you summarize notes, draft letters, organize your ideas, translate information, or get inspiration when you’re stuck. It doesn’t replace your brain—it works with it.

But you won’t understand this until you try. That’s why I always say: take dibs on AI. Be the first in your office or barangay to experiment with it. Use it the way you’d use Google or Microsoft Word. Use it not to impress anyone, but to explore what’s possible.

The Danger of Being Left Behind

The truth is, the more we fear AI, the more we exclude ourselves from the opportunities it brings. And the more we exclude ourselves, the more decisions will be made without us—about us.

Do we really want people in Manila or abroad deciding how AI should be used in our hospitals, our schools, our local economy? Do we want to be mere recipients of new systems we didn’t help shape?

If we don’t develop AI literacy now—if we don’t build confidence in using these tools—we will find ourselves in a familiar place: catching up, again. And in this race, speed matters. But courage matters more.

This Is a Call for Local Leadership

I especially call on our mayors, vice mayors, councilors, school heads, barangay captains, and department heads: indi naton pagpabay-an ini nga teknolohiya. AI is already being used to write policies, prepare reports, and improve efficiency in LGUs across the country. If we don’t equip our people now, we’ll widen the digital divide between urban and rural, center and periphery, capital and province.

We cannot lead our communities into the future if we ourselves refuse to explore it.

This is also a challenge to our educators: let us not demonize AI in the classroom. Instead, let us guide our students to use it ethically and critically. Teach them how to ask good questions, evaluate responses, and integrate ideas. This is not cheating. This is thinking with tools—something humans have always done.

Try First. Learn Fast. Lead Wisely.

We don’t need perfect knowledge to start. We just need willingness. Try AI for small tasks. Translate a memo. Summarize a news article. Draft a project proposal. Get used to the idea that this tool is here—and it’s staying. What matters now is how we choose to relate with it.

Let’s not wait for formal training or expensive seminars. The best way to understand AI is to tinker. Let the teachers teach themselves. Let the government staff experiment. Let the youth show us what they already know. Let the community help one another discover its potential.

This is how pedestrianization works—not through top-down decrees, but by letting people learn at ground level. This is how we bring AI to the barangay: through use, through mistakes, through shared learning, and eventually, through confidence.

Ilonggos Deserve to Help Shape the Future

We are not outsiders to innovation. Iloilo has always been a place of firsts—of thinkers, builders, and revolutionaries. But the revolution today is digital. And AI is one of its frontlines.

Let’s not stand by. Let’s not be late again. Let’s not whisper “siguro indi ini para sa akon.” Instead, let’s say, “ano pa bala ang pwede ko mahibaluan diri?”

If the future is being written now, we deserve to be part of the writing team. But to do that, we must first pick up the pen—and in this case, the tool.

So go ahead. Take dibs on AI. Not for prestige. Not for perfection. But for participation.
Because Ilonggos were never made to just watch from the sidelines. We were born to build—and this time, we build with new tools.

Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post Ilonggos, Let’s Take Dibs on the Future with AI first appeared on Iloilo Metropolitan Times.

When we step into those polling precincts, we are not just choosing leaders. We are choosing the kind of progress we want to see. And real progress is never just about shiny roads or tall buildings—it is about the well-being of people, the health of our communities, the dignity of work, and the strength of the local economy.

Voting with Livelihoods in Mind

For decades, the heart of Iloilo has been its farmers, fisherfolk, small business owners, and workers whose hands have built our economy. Yet we know their struggles too well—unfair farmgate prices, outdated tools, limited access to capital, and the pressure of competing with larger players.

Today, we are called to choose leaders who will stand with them, leaders who will invest in agricultural innovation, fair market access, and better rural infrastructure. We need leaders who will not only promise jobs but protect and uplift the livelihoods that have long sustained Iloilo.

Supporting the MSME Backbone

Small enterprises are the lifeblood of Iloilo. From the humble carinderia in Jaro to the family-run hardware store in Pavia, MSMEs are where jobs are created, where local talent is nurtured, and where the spirit of entrepreneurship thrives.

But running a business today is not easy. Many small businesses are stretched thin—navigating rising costs, unpredictable markets, and limited digital access. The leaders we elect today can make the difference between mere survival and sustainable growth. They can unlock financing, simplify regulations, and provide the training needed to help local enterprises thrive in a fast-changing world.

A Changing World Needs Brave Leadership

Let’s face it: we are entering an era of transformation. Artificial intelligence, digitalization, and global competition are no longer distant trends—they are here, reshaping industries and jobs across the board.

Ilonggos need leaders who are not afraid to face this new reality. Leaders who understand that while the world changes, we must equip our local sectors to evolve without losing sight of what makes us uniquely Iloilo. We need leaders who can ensure that innovation benefits everyone—not just a privileged few.

Progress That Lifts Everyone

True progress is not just about development projects or investments—it’s about whether families can live with dignity, whether youth can dream big without leaving their hometown, and whether every barangay feels included in the march toward growth.

As we cast our votes, let’s remember that prosperity only matters if it is shared. Let’s choose leaders who will ensure that the gains of economic growth reach the countryside, the coastline, the urban centers, and the remote barangays.

A Day to Shape Tomorrow

As you line up at the polling stations today, I encourage you to take a moment to reflect—not just on the names you will write down, but on the values you want to see in our leaders. Choose those who will care for our local industries, protect our livelihoods, and guide us through the challenges of a rapidly changing world.

We Ilonggos are known for our resilience, our resourcefulness, and our deep sense of community. Let’s bring those values into the voting booth. Let’s choose leaders who will honor our hard work, amplify our talents, and build a future where Iloilo continues to shine—not just as a city of growth, but as a province of shared progress and human dignity.
The future is not something we wait for. It is something we vote for, build, and live every day. Iloilo, let’s make today count.

Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post Our Vote, Our Future first appeared on Iloilo Metropolitan Times.

For a progressive province like Iloilo, a rising star in investment, tourism, and trade, this is not just an education issue. It is an economic alarm bell. And it’s one the business sector cannot afford to ignore.

Functional illiteracy is often seen as the government’s concern, best left to the Department of Education, local school boards, or NGOs. But this mindset misses the bigger picture. The young people struggling in our schools today will form the workforce that businesses depend on tomorrow. If we care about productivity, innovation, and economic resilience, then addressing functional illiteracy is not charity — it is strategy.

Why Business Should Step In

At its core, literacy is not merely about reading words on a page; it’s about unlocking human potential. Workers who lack reading comprehension or numeracy skills face steep barriers to learning new tasks, solving problems, managing information, or adapting to technology. This becomes a drag not only on individual lives, but on the productivity and competitiveness of entire industries.

For companies in Iloilo — from agri-businesses and manufacturing firms to retail chains, hotels, and BPOs — the cost of ignoring this problem will come due. It will appear as lower output, costly retraining, higher error rates, and narrower talent pipelines. The human capital that powers Iloilo’s economic future is being shaped now, in classrooms and homes across the province.

Beyond Donations: Toward Systemic Action

The private sector’s usual contributions — classroom repairs, computer donations, or scholarships — have made a positive impact. But if we are to face the depth of this crisis, we must go beyond project-based giving to long-term, structural engagement.

Here’s where businesses can make a transformative difference:

1. Tackle household poverty.
Poverty is the most stubborn root of educational failure. When parents struggle to put food on the table, children are often forced to sacrifice school time to help earn or take care of younger siblings. Businesses have the power to change this by creating stable jobs, offering fair wages, and promoting dignified work. A family with a decent income is a family that can keep its children in school, buy books, and provide the emotional bandwidth to support learning.
2. Support lifelong learning among workers.
Functional illiteracy doesn’t end at the school gate. Many adults in the workforce today were themselves failed by the education system. Businesses can step up by offering workplace literacy programs, digital skills training, and financial literacy workshops. These not only boost company performance but also empower parents to engage more confidently in their children’s learning.
3. Partner with schools and communities.
The private sector should work hand in hand with local schools, barangays, and LGUs to understand what students need — from school feeding programs to after-school tutoring or internet access. Imagine if companies set up “learning hubs” in their communities or mobilized employees to volunteer as reading mentors. This isn’t about corporate branding; it’s about investing in the next generation.
4. Champion family-friendly workplaces.
Parents need time, not just income, to support their children’s education. Businesses can help by offering flexible schedules, parental leave, or childcare support, allowing parents — especially mothers — to attend school meetings, help with homework, or simply read to their children at night.
5. Elevate literacy as a public value.
The business sector holds enormous cultural influence. It can use its platforms, marketing, and public engagement not just to sell products, but to promote reading, learning, and critical thinking as shared social values. Imagine local businesses sponsoring Hiligaynon or Kinaray-a storytelling festivals, public reading spaces, or mobile libraries.

Why Iloilo’s Future Depends on This

Iloilo is undergoing a remarkable transformation — a province balancing tradition and progress, heritage and innovation. But no amount of infrastructure, investment, or tourism promotion can substitute for the foundational strength of an educated, literate population.

We often talk about business sustainability in terms of environmental or financial metrics. But there is another kind of sustainability we must now embrace: human sustainability. How do we nurture, retain, and develop the talent that will carry Iloilo forward over the next generation?

Neglecting functional literacy is like building a house on a weak foundation — eventually, the cracks will show. But investing in people’s capacity to learn, understand, and contribute creates a workforce that is adaptable, resilient, and ready to drive Iloilo’s growth.

From Bystanders to Co-Creators of Change

What Iloilo needs now is not another round of finger-pointing. We need a new spirit of shared responsibility — where government, schools, families, and businesses work side by side.

For the business community, this means shifting from being bystanders to co-creators of change. It means understanding that the educational crisis is not someone else’s problem but a shared challenge that will shape the very markets we rely on.

To my fellow leaders in Iloilo’s business sector: we stand at a crossroads. We can continue with piecemeal generosity or we can embrace a deeper, bolder role in shaping the future. If we want an Iloilo that is prosperous, inclusive, and dynamic, we must help build it — one literate, empowered person at a time.

Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post Literacy and Livelihood: Why Iloilo’s Business Sector Holds the Key to Our Educational Future first appeared on Iloilo Metropolitan Times.

Iloilo is no longer just a charming province with a proud heritage and graceful people. It has become an emerging hub of commerce, culture, and creativity. Our streets are busier. Our communities are more connected. And, perhaps most tellingly, our local demand is outpacing our local supply. Sa kadamo sang kinahanglanon, kulang kita sang naga-supply. That is both a challenge and an invitation.

We need more Ilonggos not just seeking jobs—but creating them.

A New Kind of Future

The job market we know today will look very different tomorrow. We’ve already seen it in the aftermath of the pandemic. Now, with the acceleration of artificial intelligence, automation, and global outsourcing, we are facing a transition more profound than any we’ve experienced before.

But amid this disruption is an opportunity. Instead of waiting for employment to come to us, we can start building what our community needs—ourselves.
Entrepreneurship is no longer just for the rich or well-connected. It’s a viable, even necessary path for everyday Ilonggos—especially those with grit, creativity, and a strong sense of place. You don’t need to start big. You just need to start where you are, with what you know, and with what you can give.

The Market Is Here

Here’s something many still underestimate: Iloilo is a market that moves. The presence of national and international brands expanding here is proof. Why would they come if there was no money here? Why would they invest if there was no strong consumer base?

We cannot let outsiders be the only ones to benefit from Iloilo’s growth. Local needs should be met by local solutions. Our people need local producers, local manufacturers, local service providers who understand the nuances of our culture, our tastes, and our needs. The more we build from here, the more sustainable—and equitable—our growth will be.

Empowerment Starts at the Roots

To get there, we need the entire ecosystem to work together.

Government agencies like DTI, LEDIP, and DOST already provide training, mentorship, and tools for aspiring entrepreneurs. They offer free resources that many Ilonggos still don’t know they can access. Municipal LGUs can also do more: they can help link farmers and microenterprises to markets, encourage cooperatives, and partner with rural banks to make capital more accessible.

Schools, too, must shift their mindset—from producing workers to cultivating builders. We must teach not just how to get hired, but how to hire. We must inspire not just the dream of escaping poverty, but the power of designing prosperity right where we are.

A Call to Stay and Build

There is no shame in working elsewhere—many of our families thrive because of the hard work of Ilonggo OFWs and professionals in Manila. But there is also power in staying. There is fulfilling dignity in choosing to build something where your roots already run deep.

Iloilo needs its best minds, kindest hearts, and most driven souls to stay and plant seeds. The best time to start may have been years ago, but the second-best time is today. This is not just about starting a business. It’s about reclaiming our role in shaping our community’s future.

If you’ve ever dreamed of starting something, of solving a local problem, or of creating something beautiful and useful for your own town or city—this is your sign.

The future isn’t far away. It’s here, waiting to be built.

Padayon kita, mga Ilonggo.

Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post Let’s Build from Here: A Call to the Next Generation of Ilonggo Entrepreneurs first appeared on Iloilo Metropolitan Times.

One of the most enduring phrases of his papacy was spoken early, in 2013: “Be shepherds with the smell of the sheep.”Spoken to priests, yes—but its resonance reaches far beyond the clergy. To smell like the flock means to walk among the people, not ahead of them. It is leadership that listens more than it speaks, that kneels before it leads, and that remembers where it came from.

It is a call to humility—not the kind that is performative or self-effacing, but the kind that rolls up its sleeves and gets dust on its feet.

The Ilonggo Way of Humility

We Ilonggos have long known what this means. Our elders practiced it instinctively. Mga kapitanes who led but never lorded. Teachers who carried their chalk like sacred tools. Business owners who knew their employees by name, and walked the pabrika kag balaligyaan before checking their ledgers. This is Ilongo nga pagmaagi—rooted, relational, and responsive.

And yet, as modernity sweeps in—with its glittering promise of progress, influence, and achievement—we must ask ourselves: are we still willing to smell like the flock? Or have we begun to trade community for control, service for status, and compassion for convenience?

Walking With, Not Just Working For

In today’s corporate world, we often measure leadership by titles, salaries, and the size of one’s digital following. But Francis reminded us that true influence is found in proximity. Businesses, governments, and institutions must not operate from glass towers, but from the heart of the community—ara guid sa tunga sang komunidad. That means walking the barangay streets, listening to workers, co-creating with farmers, fisherfolk, youth, and elders.

To truly smell like the flock is to know the fears of a single mother trying to balance two jobs. It is to understand the dreams of a child whose classroom floods every rainy season. It is to sit beside a tired tricycle driver and ask—not what he can do for the city, but what the city can do for him.

Stewardship, Not Ownership

Pope Francis also reminded us that humility is not weakness—it is stewardship. His encyclical Laudato Si’ is a call to care for our common home. In Iloilo, that means preserving our rivers, honoring ancestral lands, protecting marine life in our coastal communities, and weaving sustainability into our local industries.

It also means treating our workforce—not as mere manpower but as co-builders. Let us design inclusive workplaces that affirm diversity, enable the differently-abled, and elevate dignity above deadlines. When we lead with humility, our policies become more humane. Our growth becomes more grounded.

From the Boardroom to the Barangay Hall

Humility is also political. It challenges us to rethink power. In every city council, school board, and cooperative, we must ask: are we governing with the people, or merely over them? Do our decisions reflect the realities of those we claim to serve?

We must resist the tendency to romanticize community without living in it. Let’s go beyond consultations for the sake of compliance. Let’s break bread, not just break ground. Development cannot be dictated. It must be dialogued.

A Legacy Worth Living

Pope Francis was not a perfect man, but he was a present one. He showed up where it mattered—among refugees, prisoners, street children, and victims of injustice. His greatness was not in eloquence or strategy, but in his nearness.

May we carry that same spirit into our own spheres—in our classrooms, businesses, offices, farms, and city halls. May we lead not with fanfare, but with fidelity. May we grow not only in ambition, but in empathy.

And as we build Iloilo into a more progressive, just, and sustainable place, may we never forget: the true measure of leadership is not how far ahead you are, but how close you remain.

Because to smell like the flock is not just an image. It is a way of being. A way of serving. A way of leading that begins and ends with love.

Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post To Smell Like the Flock: The Call to Humble Leadership in Our Time first appeared on Iloilo Metropolitan Times.

A few days ago, I rode a jeepney in the heart of the city. It’s a simple act, one I still do from time to time—not only out of habit but to keep myself grounded in the rhythm of everyday life. But as I tried to embark, I had to gently push past several passengers who neither moved nor acknowledged the need to give way. Heads down, earphones in, unaware or perhaps unwilling to notice.

It was a small moment. But one that lingered.

Another time, I was at the Iloilo International Airport—our province’s proud gateway to the world. I saw wrappers on the floor, empty plastic water bottles on benches, and trash casually left behind. It struck me, not because it was a rare sight, but because it has become too common. These may seem like isolated acts, but they point to a broader question: Have we lost our sense of community?

Progress, But at What Cost?

Iloilo is rising—and rising fast. We are growing in stature, in infrastructure, in ambition. From thriving tech zones to beautifully restored heritage districts, we are becoming a city and province to watch. And rightfully so.

But with progress comes a subtle danger: the fading of shared responsibility. The busier we become, the more private we turn. The more successful we grow, the more detached we risk becoming—from our neighbors, from our common spaces, from each other.

The spirit of pagpakig-angot—that deeply Ilonggo way of being connected to others—seems to be slowly eroding. I worry that our children are growing up with fewer examples of simple courtesies: moving aside to let others pass, helping the elderly cross the street, and throwing trash where it belongs. These are not just good manners—they are acts of community.

Civic-Mindedness Is Not Passé

When we look back, Iloilo was built not only by visionary leaders but by citizens who showed up. Our grandparents and great-grandparents swept the streets in front of their homes not because they were told to—but because they knew it was their part. Ang paglimpyo, indi lang obra sang munisipyo—obra man naton ini.

In their world, being Ilonggo meant being mindful. It meant thinking beyond oneself. Public spaces were treated with respect. Jeepney rides were shared with courtesy. Trash was picked up not just because it was unsightly—but because it was ours to take care of.

We must remember: our identity as a dignified people is not simply inherited—it must be lived and passed on. Civic-mindedness is not outdated. In fact, it may be the very thing that sustains our progress.

A Gentle Wake-Up Call

I do not write this as a complaint, but as a gentle call to reflection. A quiet reminder that as we build flyovers and convention centers, we must also rebuild the invisible things that hold a community together—respect, discipline, shared responsibility.

Let’s begin again with the small things. Remind children to clean up after themselves in parks and schools. Make space for others in public transport. Say “Excuse me” and “Thank you” not as niceties, but as norms. Let’s care about how we behave in spaces we share.

This is not just about courtesy. It’s about character. Because how we treat the commons—our roads, terminals, schools, benches, rivers—is how we define ourselves as a people.

Leadership Starts with Us

We call on our barangay leaders, educators, media, and civic organizations to champion this conversation. Let us integrate values formation into daily life—not as sermon but as example. Let us amplify stories of kindness and cooperation, and celebrate those who quietly uplift others.

To our educators: model discipline and empathy in the classroom. To the media: portray not only progress but also the people behind it. To our public officials: set the tone through personal example. And to every Ilonggo: ask yourself, Am I still contributing to the community I want to live in?

The Spirit is Not Lost—It Needs Rekindling

I still believe in the Ilonggo spirit. I see it in the eyes of students who volunteer to teach younger kids in remote barangays. I see it in the quiet resilience of workers who pick up trash before sunrise. I see it in communities that come together during storms, during blackouts, during moments of need.

The Ilonggo spirit is not lost—it is simply waiting for us to remember it.

Progress will continue. And it should. But let us not mistake modernity for individualism. We can be modern and still be kind. We can be global and still be rooted. We can rise as a city and province—and still remain maalwan, matinahuron, kag may pagkabuot.

Let us choose to be that community again. Because in the end, it is not just roads and buildings that define us. It is how we treat one another—especially when no one is looking.

And perhaps that is where true greatness lies.

Ken Lerona is a marketing and branding leader with over 20 years of experience across consumer, telecommunication, real estate, logistics technology, and consumer finance technology industries. He gives talks and workshops for private and government organizations. He is also a consultant of reputational risk management. Find him on LinkedIn at www.linkedin.com/in/kenlerona.

The post Balik-Panimuot: Rekindling the Ilonggo Sense of Community first appeared on Iloilo Metropolitan Times.

But while these traits are commendable and powerful in shaping first impressions, we must recognize that service, especially in a growing economic and tourism hub like Iloilo, cannot rely on heart alone. A truly world-class Ilonggo service culture must go beyond amuma as sentiment—and evolve into amuma as system.

Service as a Strategic System

Service is not just about smiling more or saying “thank you” more often. It is not a mood—it is an engineered process. The most successful service-oriented economies in the world—Singapore, Japan, even parts of Vietnam—understand this well. What feels like seamless kindness is, underneath, a carefully architected experience.

To build an Ilonggo branded service culture, we must adopt the mindset that service is a discipline. It must be designed, not improvised. It must be trained, not assumed. And most importantly, it must be sustained by a system that understands the customer journey, anticipates pain points, and delivers consistent value every time. This is where design thinking becomes invaluable: we must empathize with customers, define their needs, ideate solutions, prototype experiences, and test for impact. Soft skills are the face—but systems are the backbone.

Grounded in Empathy, Guided by Process

The power of empathy is something Ilonggos already have in abundance. We feel for our customers, and we genuinely want to make things easier and better for them. But the challenge is to make empathy scalable and repeatable across different teams, sectors, and businesses.

Imagine a hotel where one staff member gives excellent service, but another is uninformed or indifferent. Or a government office where a frontline worker is patient, but the system behind them is disorganized. Inconsistent experiences break trust. That’s why empathy, when guided by systems thinking, becomes transformational. It leads to the creation of SOPs, feedback loops, service blueprints, and data-informed improvements that allow us to offer not just good service—but reliably great service.

A Competitive Advantage Rooted in Identity

Ilonggos are poised to redefine service culture in the Philippines—not by copying models from other cities, but by distilling what is best in us and elevating it through strategic systems. Our sense of dignity (dignidad), our love for harmony (pag-isa), and our respect for others (pagrespeto) can all inform the way we approach service.

When these values are integrated into customer training, service design, and performance metrics, they cease to be sentimental—they become strategic.

In the long term, a strong Ilonggo service culture can become our region’s most powerful differentiator, not just in tourism but in hospitality, BPOs, healthcare, retail, government services, and more. In fact, with the rise of AI and automation, it is our human-centered service—deeply local, deeply caring, and deeply consistent—that will set us apart.

Looking Ahead: Designing a Signature Ilonggo Experience

To build this vision, we need collaboration across sectors. LGUs must integrate service design into policy. Businesses must invest in training not just for product knowledge, but for emotional intelligence and systems thinking. Schools must shape a new generation of Ilonggo workers and entrepreneurs who understand that care is not the opposite of competence—it is a form of it.

Ultimately, this is the moment to go beyond amuma as an adjective, and elevate it into a structured philosophy of service. That is how we create a signature Ilonggo experience—authentic, elegant, and engineered for excellence.

Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post Building the Ilonggo Branded Service Culture: Beyond Amuma first appeared on Iloilo Metropolitan Times.

This perspective has shaped our education system, which largely prepares students to be competent employees rather than risk-taking entrepreneurs. While there is nothing wrong with securing a stable job, the future demands a shift in thinking. If we want Iloilo—and the Philippines—to thrive in a rapidly evolving global economy, we must cultivate an entrepreneurial spirit among our youth. Instead of merely producing talent for export, we must build generations of wealth creators, innovators, and business leaders who can drive our local economies forward.

The Ilonggo Culture: A Fertile Ground for Entrepreneurship

The good news? The Ilonggo culture already possesses traits that serve as a strong foundation for entrepreneurship. At our core, we are known for our abilidad—our resourcefulness and ingenuity in making things work. Our history as a trading hub dates back to the Spanish era when Iloilo was a center of commerce, agriculture, and weaving. We are a people who have long understood trade, value, and craftsmanship.

Beyond business acumen, Ilonggos are known for malulo (gentle) yet strategic way of dealing with people. In business, relationships are everything. The Ilonggo ability to foster deep, trust-based connections is a competitive advantage. When nurtured properly, this cultural strength can transform young Ilonggos into entrepreneurs who build enterprises not just for profit, but for sustainable, community-driven impact.

Entrepreneurial Thinking: Beyond Just Starting a Business

Entrepreneurship is not just about setting up a shop or launching a tech startup. It is a way of thinking—seeing problems as opportunities, taking calculated risks, and continuously innovating. A student with an entrepreneurial mindset does not merely seek employment; they create solutions, build value, and identify gaps in the market that others overlook.

For example, instead of aspiring to work for a multinational corporation, why not encourage young Ilonggos to build businesses that cater to the unique needs of the Visayan region? Whether it’s in agriculture, tourism, sustainable products, or digital solutions, there are countless ways for them to contribute to economic growth while creating meaningful ventures.

Education Must Evolve to Encourage Enterprise

If we are serious about shaping entrepreneurs, our educational institutions must take a hard look at how they teach business, innovation, and leadership. Entrepreneurship should not be an elective; it should be embedded into the core of our learning systems.

We must teach students not just business theories but real-world problem-solving skills. Schools should provide experiential learning opportunities—mentorship from successful entrepreneurs, startup incubation programs, and funding opportunities for young innovators. Moreover, financial literacy must be emphasized early on, so that students grow up understanding how to manage, invest, and multiply wealth rather than just earning and spending it.

The Role of Community in Nurturing Young Entrepreneurs

An entrepreneur cannot succeed in isolation. The business community, local government, and even families play a crucial role in fostering an environment where entrepreneurship is encouraged. We need more Ilonggo investors willing to fund local startups, more business mentorship programs for young aspirants, and policies that make it easier for small businesses to thrive.

Parents also have a significant influence. Instead of merely encouraging our children to seek secure jobs, let us instill in them the courage to build their own paths. Let us celebrate stories of local entrepreneurs—not just the national tycoons but also the small business owners who are creating employment and economic opportunities in our communities.

Building a Future of Self-Sustaining Ilonggo Entrepreneurs

If we want Iloilo and the broader Visayan region to thrive, we must invest in the next generation of entrepreneurs today. The world is changing, and while opportunities for employment will always exist, the greater challenge—and opportunity—lies in creating sustainable businesses that generate wealth within our own communities.

Let us move beyond the old mindset of training our youth to be the best employees. Instead, let us cultivate in them the mindset of enterprise, resilience, and innovation. The next wave of Ilonggo entrepreneurs is waiting to be nurtured. The question is: Are we ready to shape them?

Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post Cultivating an Entrepreneurial Mindset Among the Ilonggo Youth first appeared on Iloilo Metropolitan Times.

The Benefits of a Community-Driven Approach

When every member of our community is involved in hosting and tourism, the benefits are twofold. First, it gives people a profound sense of ownership over our cultural heritage. It is this deep-rooted pride that transforms passive onlookers into passionate storytellers. A community that believes in its own culture naturally becomes the best advocate for it, presenting a genuine and relatable image to the world. Second, a well-trained local community elevates the quality of the overall visitor experience. When every interaction is infused with authentic warmth and knowledgeable service, visitors are more likely to enjoy longer stays, spend more, and ultimately return—fueling sustainable economic growth.

Community-Level Conversations and Training

If we aspire to be a leader in cultural tourism and even a top choice for MICE (Meetings, Incentives, Conferences, and Exhibitions), our starting point must be the community. We need to be more aggressive in fostering a culture of hospitality that begins at the grassroots. This means bringing conversations about our cultural identity and heritage directly to the barangays, schools, and local associations. When training programs are held at the community level, the knowledge and enthusiasm for hosting and tourism are not confined to a few elite institutions; they permeate every corner of our society.

Imagine local governments and provincial agencies launching regular training sessions and workshops on hospitality, storytelling, and customer service—all tailored to the Ilonggo context. These programs should be designed to empower even the most unassuming member of the community to share our cultural riches with visitors confidently. They can include practical sessions, role-playing exercises, and even mentorship opportunities where experienced local hosts pass on their expertise to younger generations. This approach not only refines the skills of our people but also cements a collective commitment to showcase our heritage with pride.

Embracing an Aggressive, Inclusive Strategy

Our competitors in other provinces are not standing still; they are actively working to attract more tourists by leveraging their local culture. If we want to maintain—and even enhance—our status as a cultural and heritage tourism leader, we must be equally, if not more, aggressive in our efforts. This means setting clear objectives at both the city and provincial levels to integrate community-based hospitality training into our broader tourism strategy. It means recognizing that true progress in the MICE sector starts at the very grassroots level, where every Ilonggo is prepared to welcome the world.

A Future Built on Shared Heritage

I have seen firsthand the transformative power of a community united by pride and purpose. When we invest in training our people and instill a sense of ownership over our shared heritage, we create a vibrant ecosystem where culture and commerce thrive together. This is the kind of future that makes Iloilo not only a memorable destination but also a beacon of sustainable and inclusive growth.

Let us all—government leaders, educators, business owners, and every citizen—commit to this vision. By involving everyone in the promotion of our arts and culture, we can build a future where the true essence of the Ilonggo spirit is celebrated in every interaction, every smile, and every shared story. In doing so, we not only enrich our community but also demonstrate to the world that our heritage is not just preserved in memory—it is lived, experienced, and proudly shared.

Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post Inclusive Tourism: Inviting Every Ilonggo to Be a Cultural Ambassador first appeared on Iloilo Metropolitan Times.

I have always believed in progress, in innovation, and in the expansion of businesses that drive economic activity. But if I had to choose between seeing more national brands creeping into the farthest corners of the countryside or witnessing provincial brands stepping up and taking their place on the national stage, I would choose the latter, without hesitation.

For too long, we have seen the pattern repeat itself. Large corporations expand into the provinces, setting up shop in small towns, displacing homegrown businesses, and making it harder for local brands to compete. The cycle is familiar: a major retailer or fast food chain enters, bringing efficiency and standardization but also taking away the opportunity for local enterprises to mature and expand. This is not to say that national brands are unwelcome; they are part of economic evolution. But it is frustrating to see the countryside treated as a mere market rather than as an incubator of growth.

The Economics of Local Enterprise Growth

Economic development does not have to be dictated by a top-down approach. If anything, true and lasting progress happens when growth stems from the ground up. We need to create an environment where provincial brands are not just survivors in their localities but are equipped to scale up, professionalize, and go national. This requires a rethinking of how we support businesses in the countryside.

First, we must focus on capability-building for provincial entrepreneurs. Running a successful business in a local market is one thing; scaling it for national expansion is another. Many provincial enterprises operate on strong fundamentals—deep customer relationships, high-quality products, and a unique brand identity. But what often holds them back is the lack of exposure to industry best practices, supply chain efficiencies, and access to financial instruments that can fund expansion.

Second, infrastructure development must align with business growth goals. If we truly want to see provincial brands flourish, we must ensure that towns and cities outside Metro Manila and Metro Cebu have access to the same tools that national businesses leverage. This means better logistics, digital connectivity, and financial support systems. A business in the countryside should not have to struggle with inadequate transportation, unreliable internet, or a fragmented supply chain while competing against brands that have all these resources at their fingertips.

Third, we need to connect the provinces to the digital economy. Many successful national and global brands today did not expand by opening physical stores; they grew by mastering e-commerce, social media marketing, and digital logistics. If provincial brands are to scale, they must be given access to knowledge, training, and digital tools that will allow them to reach a broader market without being limited by physical location.

Flipping the Narrative: Provincial Brands as National Players

We have to stop thinking of the countryside as a mere consumer base and start seeing it as a launching pad for national-scale businesses. The potential is immense.

Imagine a future where brands from Iloilo, Davao, Cagayan de Oro, and Legazpi are not just successful in their own regions but are recognized across the country, competing in Manila, Cebu, and beyond. Imagine provincial brands becoming leaders in retail, food and beverage, manufacturing, and technology, rather than simply making way for established national players. This is not an unrealistic dream—it is an attainable goal if we build the right support systems.

It starts with empowering local entrepreneurs to think bigger. Instead of just defending their turf against national brands, they should be given the opportunity to expand, innovate, and professionalize their operations to reach wider markets. This is how we create a business ecosystem that is more equitable, more dynamic, and truly representative of the country’s diverse economic potential.

A Call for a Balanced Growth Strategy

I am not arguing against progress. I am arguing for a kind of progress that does not sideline provincial businesses but instead enables them to thrive. Development should not mean a one-way flow of national brands into the countryside while provincial brands remain small and localized. Instead, growth should be a two-way exchange, where regional enterprises have the opportunity to expand outward just as much as national brands expand inward.

If we want to see a truly inclusive and sustainable economy, we must make space for provincial brands to step up. We must invest in their growth, provide them with the tools to scale, and create an ecosystem where they can compete not just within their provinces but across the entire country.
Because real progress is not just about expansion—it is about who gets to expand. And for the sake of a more balanced, locally driven economy, it is time for more provincial brands to claim their place on the national stage.

Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post Building from the Ground Up: Why Provincial Brands Should Go National first appeared on Iloilo Metropolitan Times.