Story of A Road Trip

“What do we leave behind when we cross each frontier? Each moment seems split in two; Melancholy for what was left behind and the excitement of entering a new land." ― Che Guevara- Motorcycle Diaries

Road trip stories and movies are amazing. There are countless great examples, including Motorcycle Diaries, Into the Wild, Im Juli, Green Book, Little Miss Sunshine, Rain Man, Lemonade, Butterflies... The reasons why we love such stories are many... It can be landscapes, beauties of the road, all kinds of challenging events that happen to the characters, however, in my opinion, the most important reason is that the characters themselves, their relationship with each other and their outlook on life comes to a completely different point at the end of the film. Also, the audience rejoices at them and hope arises in their hearts. In assessing 2021 in terms of strategy, I want to tell you about our journey and what we have achieved. And at the end of the article, you can find the road trip movie playlist I have prepared for our voyage. Do not take your eyes off the road and I will narrate from the passenger seat.

As the goal of our journey, we have set customer focus and customer proximity more than ever before.

During the year which we entered feeling the pandemic and its full consequences, we faced many negative phenomena in the world, in our countries, in the market and in our business. Each of them reminded us of the events taking place with the main characters in the first half an hour of road trip movies, making you think that the rest of the journey will be troublesome.

During our journey, we overcame the negative sides and made significant progress. Our proactive solutions have affected many of our new and existing customers, and our AI solutions have identified potential failures in hundreds of our customers before they even happened. Our B’daha (Exchange) project has brought thousands of positive results to our customers every day. With our e-commerce tools, we are closer and more accessible to our customers than ever before. We achieved efficiencies at a predictable cost through our ‘Customer Value Agreements’ and implemented dozens of major and minor designs to deliver the perfect customer experience, who in turn trusted Borusan Cat, our products and services in the most critical construction, infrastructure, mining, energy, and transportation projects in each of our regions. We have traveled hundreds of thousands of kilometers to benefit all stakeholders. Each of us thought for thousands of hours, brain-stormed for hundreds of hours. And if we have not had the opportunity to celebrate all this to the fullest, then it is time to take a break and celebrate with enthusiasm in the loudest place of the very first city we come across in this journey!

Some of our colleagues have left us during our trip, but new ones have joined …. We remember with a smile those with whom our ways parted and invite our new associates to throw new challenges and collect new memories.

Summing up this year, it’s obvious that we have gone through a transformation just like the characters in road trip movies. We established the smooth and efficient operation of our customers' machines and equipments at the center of every idea we had and built all our investments, structures, business ideas and efforts around that goal.

At the same time, we are starting by following the trends, to come to the design of the future business and setting to new trends. On the way to 2022, we can see exciting projects and directions that will change the dynamics of our industry and our business and create a sustainable ecosystem. Our purpose statement is “We Create Solutions For A Better World”, and many thanks to this approach, which is updated and strengthened every day.

Before all the Borusan Cat members are named in captions, I would like to add that 2021 was a great road trip filled with emotion and definitely had a happy ending.

Tunca Baran Bütün

Author

Baran is a member of Borusan Cat for 10 years and he is the Strategy and Sustainability Leader of Borusan Cat.

Couldn’t concentrate on writing his first novel, so he decided to start his writing career with a second one.

His favorite musical note is Sol, and his favorite chord is A minor. Names the metro as his favorite transportation, while he believes that escalators need some improvement.

Considers tropophobia to be among his fears.

If he wasn’t a Strategy and Sustainability Leader, he would like to be a rock musician or a defensive midfielder.