For generations, the dominant narrative in many Ilonggo households has been this: “Magtuon sing maayo, agud makapangita ka sang maayo nga obra.” (Study hard so you can find a good job.) It is a well-meaning piece of advice, passed down with love, yet it reinforces a mindset that equates success with employment rather than enterprise-building.
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.
