Page 69 - Yıldız'da Yaşam 14.Sayı

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NEWS STORY / PAgE 12
Yıldız Demir Çelik is about to complete the second galvanizing line
The second galvanizing line investment of Yıldız Demir Çelik, which continues to contribute to the national economy, is about to be completed, with the facility set to start operating in the first quarter of 2022. In addition to increasing Yıldız Demir Çelik’s annual galvanized product capacity to 900 thousand tons, this investment will also help to reduce Turkey’s dependence on value-added steel imports. Yıldız Demir Çelik has so far recorded USD 300 million in exports, which will increase with the new galvanizing line. Erhan Özdemir, Deputy General Manager
at Yıldız Demir Çelik, says, “We believe that we will support Turkey’s efforts regarding current account deficit and also gain significant export potential. Positioning the Turkish steel industry as a global player is a key responsibility and goal for us.”
NEWS STORY / PAgE 14
A new commercial, a new era Parquet = VarioClic
In 2021, Yıldız Entegre set off on a journey to raise awareness among consumers and help them choose parquet flooring products by name. Based on comprehensive work with a brand consultant, brand positioning was determined with the decision to promote VarioClic with the slogan, “The starting point of decoration.” Recognizing that advertisements can be a powerful way of communicating the brand message and reaching wider audiences, Yıldız Entegre worked with TBWA\Istanbul to create the campaign. The commercial, with the catchy jingle “VarioClic Evine Güzellik!” (“VarioClic to adorn your home!”), was launched internally on October 19. During the launch, Yıldız Entegre dealers found the opportunity to view the commercial before its official release and learned the story behind the campaign. The commercial debuted on national channels during prime time on the evening of October 19, reaching audiences across Turkey.
NEWS STORY / PAgE 18
On the Trail of Soil
İGSAŞ organized its 50th Anniversary Dealer Meeting
on October 28-31. During the four-day meeting with the theme “On the Trail of Soil,” dealers that bring
İGSAŞ products to the farmers came together with Yıldızlar Yatırım Holding’s Board of Directors and İGSAŞ employees. Following an in-depth presentation about the 50-year journey of İGSAŞ, topics such as the current status of agriculture in Turkey and the position of İGSAŞ in the industry were addressed. Furthermore,
the company’s plans, including the İGSAŞ App, “Çiftçim” Card Loyalty Program, and Call Center, were explained. During the meeting, three generations representing the employees told the story of İGSAŞ, drawing attention to the importance of agriculture. At the end of the event, dealers with the most successful sales performance were presented with awards.
ACADEMY / PAgE 22
In the words of consultant Mehmet Yıldırım Özel...
The past, present, and future of leadership
Mehmet Yıldırım Özel, an instructor at Akademi Yıldız, talked about the common characteristics of the past, present, and future leaders for the readers of Yıldız’da
Yaşam: “In the past, we would talk about leaders, and now the focus has shifted toward leadership. The former is about being a leader, and the latter about leading. In the
past, the topics were hierarchy, status quo, and distances; today it’s about engaging
with and bringing together people. Now, we focus more on telling stories about how
fair, knowledgeable, and graceful leadership can and will contribute to people’s lives. Nowadays, people or brands are asking all the leaders “to tell their own stories, not just a story.” So, leaders who seek to understand and communicate their emotions will be more prominent in 2022 and beyond. We can also expect changemakers without titles to come to the forefront as leaders. “Servant leadership,” a concept that gained more recognition in the last five years, will be highlighted as well. Leaders who close the gaps will be much better for people than before. Four key words – Listen, Value, Engage, Include – will gain more prominence. So, if you really serve to make people feel valued, welcome to the best and most authentic leadership style of the future!”