TRANSFORMATIVE VISION
In 2022, SET-listed residential developer AP Thailand set a record for presales at 50.4 billion baht, the largest total since its establishment in 1991 and the highest tally in the residential market.
This year, under the helm of chief executive Anuphong Assavabhokhin, the company aims to set another record with 58 billion baht in presales.
Mr Anuphong has been awarded Bangkok Post CEO of the Year 2023 in the residential development sector.
The award was presented in acknowledgment of his exceptional leadership and transformative vision that revitalised the company, as witnessed from the outstanding achievement of record-high sales in the residential development sector last year.
The number of new project launches this year is slated to increase to 58 projects worth 77 billion baht, up from 51 projects worth 63.6 billion baht.
To date, the company has more than 190 ongoing projects nationwide.
“We have evolved from handling just a few dozen projects to managing nearly 200 projects,” he said.
“Our staff has grown from just a few tens of employees to 3,000 today. We must implement internal enhancements to fortify the organization in order to support this expansion.”
In 2017, Mr Anuphong embarked on a mission to reshape AP by embracing an outward mindset and design thinking, essential for the company's survival.
At that time, AP faced stagnant growth and internal conflicts, leading to a crisis that prompted Mr Anuphong's call for change.
His outward mindset approach was inspired by the teachings of Terry Warner, an American scholar known for founding the Arbinger Institute.
AP began its journey in 2017 to adopt an outward mindset, which encourages viewing individuals as people, not mere obstacles to goals. This shift in perspective led to remarkable changes within the organization.
One of the most significant transformations was his newfound ability to listen attentively, encouraging open communication and collaboration within the company.
Instead of dismissing presentations prematurely, he began engaging in in-depth discussions and asking insightful questions, fostering an environment of understanding and empathy.
In addition to the outward mindset, he introduced the principles of design thinking to the company. This methodology, learned from Stanford University, played a crucial role in shaping AP's core values.
As Mr Anuphong emphasizes, a company's ability to innovate and adapt in an ever-changing world is crucial for survival.
“In a crisis like the global pandemic, customers seek stability and a strong brand. AP's core values and goals provide the foundation for the company's resilience and long-term growth,” he said.
Under his leadership, the company is poised to continue its growth and transformation, empowering living and offering quality living solutions to its customers and exemplifying innovation in the industry.
As AP's journey continues, it stands as a testament to the power of an outward mindset, design thinking and transformative leadership in navigating challenges and achieving success in today's competitive business landscape.
