Pardo's Way

“With courage, you will dare to take risks, have the strength to be compassionate, and the wisdom to be humble. Courage is the foundation of integrity.”
By Cristine Antonette B. Catu

This is the maxim that Jose “Titoy” Pardo [GS ‘52, HS ‘56, BSC ‘60, MBA DLSU, ’63) lives by. For someone who has made a name for himself in the corridors of power both in government and business board rooms, Pardo remains a well-grounded man--- proof of strong Christian values inculcated early on in childhood and a sound academic foundation.
Pardo earned his bachelor’s degree in 1960, majoring in Accounting. A La Sallite from grade school to college, he again chose the University for his MBA , earning the distinction of being the first-ever MBA graduate under the Harvard-DLSU Graduate School Advisory Program.
Then made to select between the two schools, Pardo chose La Salle, believing that the long and winding road to success begins and ends here. It is not just the adherence to a cutting-edge system of education nor the continuing pursuit of evolving technology that distinguishes La Salle from other institutions, but rather the uncompromising commitment to the principles of honesty, integrity, and honor that truly defines the modern day Lasallian.
“A treasured memory which is common to all grade and year levels is the anxiety that comes at the start and end of a school year… hoping to excel if not to cope with one’s studies, ‘breaking bread’ with old and new classmates as well as meeting the expectations of our professors,” recalls Pardo of life in La Salle.
During his student years, Pardo’s almost inexhaustible energy is not limited to the four walls of the classroom. He also displayed his superb athletic form as member of the NCAA Swimming and Water Polo teams of La Salle. After La Salle came a love for the sport of Tennis and now Golf. The golf course has now become a vast playground where he can show off his improving handicap or settle business concerns outside the boardroom.
Not one to settle for anything less, Pardo’s love for animals later on earned him a distinction in Dog Breeding. Pardo has won two Phillippine Championship titles, one for a Doberman and the other, for a Miniature Pinscher.
In true-green form, Pardo is a dyed –in-wool Green Archers fan. Together with some of the biggest names in business, government and the academe, he has become a fixture at the UAAP games, cheering on his team.
In 1967 he was given recognition in the form of a fellowship grant to the US on the Development of Small and Medium Scale Industries. This was immediately followed by an observation grant, this time to France, on the Promotion and Financing of Small and Medium Scale Enterprises.
At the height of a raging political and economic storm that followed the assassination of Ninoy Aquino in 1983, Pardo put up 7-Eleven and Wendy’s in the Philippines. While some friends and business associates held back on investments and even brought their money out of the country, Pardo’s family decided to invest in both business ventures. His advice to budding entrepreneurs…”When in doubt, JUMP! Remember, the man who makes no mistakes ends up not making anything.”
A true businessman and entrepreneur, Pardo went on to become the president of the Philippine Seven Corporation, the country’s 7-Eleven licensee, and Wenphil Corporation, the country’s franchisee of the Wendy’s International. Today, both companies are among the largest retail businesses in the country.
In the year 1972, Pardo garnered such prestigious awards – the President Roxas Memorial Award and was adjudged one of the Ten Outstanding Young Men (TOYM) Awardees.
One of Pardo’s defining moments was when he was tapped to be the Secretary of Trade and Industry with concurrent Chairmanships of the Board of Investments (BOI), PEZA, GTEB and the National Development Company (NDC). On his 1st year as DTI Secretary, he was elected Chairman of the ASEAN Trade Ministers.
His calling for Public service then brought him to the position of Secretary of Finance and concurrent to this came various positions in such prestigious banking and financial institutions like the Asian Development Bank as a Member of its Board of Governors, the International Monetary Fund and the World Bank as Governor for the Philippines. Pardo likewise served as Chairman of the Land Bank of the Philippines, PDIC and also of the Trade and Investment Development Corporation.
Pardo takes particular pride in having served as the private sector representative of the Monetary Board of the Central Bank from 1993 to 1994 during the term of President Fidel Ramos. He was then President of the influential Philippine Chamber of Commerce (PCCI). Then came the new Bangko Sentral when he was again appointed this time by President Estrada as Member of the Monetary Board from 1998 to 2001.
Today, Pardo displays the same zeal in the field of Banking as the Chairman of the Philippine Savings Bank (PSB) and a director of the Bank of Commerce. He is likewise a member of the Board of Directors of some of the biggest companies in the country such as J.G. Summit, Coca Cola Corporation and SMC Pure Foods.
Honing his management acumen in broadcast and television communications, he was a past Chairman of the Philippine Multi-Media Systems Inc. (PMSI) which is the company behind Dream TV and a former director of GMA Network. Pardo is currently chair of ABC 5, Director of Radio Veritas and also a director of Mabuhay Philippine Satellite Corporation.
As his involvements in the Foundation for Sharing Lasallian Education, Museo Pambata Foundation, the Learning Center, and Punla Foundation will show, Pardo has not forgotten his passion for education, particularly for the poor. He has also given back to his alma mater by serving as chair of DLSU-Manila’s Board of Trustees. For quite some time, Pardo was also Chairman of the Board of Trustees of Assumption College Inc. (San Lorenzo) and is now doing the same for Assumption Antipolo.
Through the years, Pardo has been recognized for his various involvements--- Honorary Fellow of the Asian Productivity Organization, Founding Fellow of the Development Academy of the Philippines, and Outstanding Alumnus of De La Salle Professional School’s Graduate School of Business. In 1983, he became a Papal Knight of St. Sylvester and in 2000, a Man of the Year of the Catholic Educators Association of the Philippines and doctor in humanities, honoris causa, of the Gregorio Araneta University Foundation.
Asked for the secret of his success, Pardo mentions leading a balanced life—that which is in service of God, country and fellowmen.
“Equally important and worthy of mention is my post-graduate degree where I earned my only Summa Cum Laude honors and this is in the prestigious School of Married Life. This is a life long program I continue to journey with my wife, Marilyn, and I am proud to say that I have already done 46 years,” shared Pardo in his speech during the Distinguished Lasallian Awards Night.
There is no single life’s strategy that can guarantee success. Though many books have been written to develop and improve skills, and even sharpen character traits so that one can make it in today’s competitive world, the ability to succeed lies in one’s sheer determination and positive outlook in life. Nature does not reveal the secrets to a well-balanced life; it only responds to our methods of questioning.
In Pardo’s case, it is believing that leadership is not just a position, it is action with vision. Nothing is impossible if one puts his mind, heart, and energy behind any goal.
“Once clear in my mind what I want to do, I put “P.O.M.P.” in place. I plan; I organize; I manage; and I pray as I make things happen to bring me closer to my goal,” reveals Pardo.
Looking back. Pardo recalls one summer in high school when he chose to do something different. As teenagers like him were looking forward to vacation—going abroad or hitting the beaches, Pardo chose to spend summer as a delivery boy. This particular experience not only showed him the value of hard work but also perseverance.
”I signed up with PLDT to deliver their thick and heavy telephone directories on a house to house basis. I was paid 50 centavos for every directory I delivered. A collateral benefit came by way of exercise, I had to lift the heavy directories while walking for hours to deliver these,” recalls Pardo.
His advice to his fellow La Sallians is that they continue to dare, excel, and make a difference, but never forget to care and share.
Through all these, Pardo admits that the charism of St. John Baptist de la Salle has shaped and influenced his professional, business and public service decisions.
Indeed, Pardo’s act is a tough one to follow. But yes, it can happen and it can be done. This exemplary La Sallian did it his way. And made us all so damn proud!