By Veronica Uy
In the bustling world of business, Ken Lerona shines not only for his expertise but for the unique journey that forged him – from the laid-back streets of Iloilo to the dynamic boardrooms of Metro Manila.
Ken’s roots run deep in Alimodian, a picturesque town near Iloilo City. Here, his paternal grandfather’s toil as a farmer led to the establishment of a sari-sari store, a local gem borne of dedication and hard-earned savings.
This familial entrepreneurship planted the seeds of business acumen in Ken’s young mind, an education complemented by his mother’s commitment to education as a public school teacher. “She dedicated her life teaching us. She was the one who first taught us how to read. She also nurtured our curiosity to explore and learn new things,” says Ken.
Growing up amidst the vibrant energy of the public market, he has “been able to interact with a lot of people from different social status and became more exposed to the realities of life,” he adds.
At around the same time, Ken’s curiosity was sparked by the world of journalism. While helping his father manage their stall, he voraciously consumed newspapers, drawn to the power of storytelling and the diverse perspectives they offered. This unexpected passion steered him toward a career path in business administration, a field where he could seamlessly blend elements of communication, psychology, and sociology.
The transition from provincial life to the corporate landscape of Metro Manila was initially daunting for Ken. Feeling like a small fish in a vast ocean, he grappled with an inferiority complex due to his “probinsyano” roots.
However, he soon realized that his upbringing was not a hindrance but a distinct advantage. “I found that my provincial background facilitated a stronger connection with the market, enabling me to comprehend their worldview, address their concerns, and empathize with them easily,” he says.
Ken is a fervent advocate for inclusivity and representation in business. Through his newly established firm, Cornelius Magnate Engagement and Consulting, he strives to bridge the gap between urban centers and rural communities, championing strategies that resonate with diverse audiences nationwide.
“I am not an outsider from an ‘ivory tower,’ but rather someone from the trenches who can articulate the market’s sentiments. I can convey what the market truly needs, allowing the business and its brands to address them at a more personalized level. Hyperlocalization of marketing strategies and communication campaigns is critical, and being from the province in the boardroom is an advantage, given the unique perspective that a ‘probinsyano’ like me can bring to the table,” he says.
“Representation is the key,” he adds, noting that diverse voices are needed in important conversations that shape the marketing and business landscape.
Beyond his professional endeavors, Ken believes in humanizing business and embracing the symbiosis of tradition and technology. He envisions a future where technology enhances productivity without compromising humanity’s essence—a vision that drives his pursuit of ongoing education in digital leadership and innovation.
“Moving forward, I believe that new technologies, like AI, will help us be more productive and efficient so that we’ll have more time to live our lives as humans, to enjoy music, to see the sunset, and to further improve our culture,” he says.
Ken’s journey is a testament to resilience, adaptability, and the transformative power of embracing one’s roots. From the tranquil provinces to the pulsating heart of business, his story underscores the invaluable role of diverse experiences in shaping effective business strategy.
