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 | Contents

44

Left Behind in the Last Place

Portland
Cyclists Heaven

50

18

52

. .

Prof. Emeritus Dr. Thongchai Panswad:
When a Bike Is Not Just a 2-wheeled-vehicle

26
1

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2

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4

Behind the Inventions

Power the Thought

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18

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26

Taproot of Virtue

34

44

56

40

50

58

42

52

60

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Outside In

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9KVJKP'FWECVKQP

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Universe and
the Unthinkables


D.I.Y.

Innovative Idea

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Energy Fan Club


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()
My heart
is (not) shattered
if losing you.

The

FIRST WORD








In terms of physical characteristics, a city, an area

where people live together, is built up from non-living
things. It, somehow, incredibly affects the lives and mind
of people and has a certain role in shaping their behavior.
Urban planning is thus like a design of life. A well-planned
city contributes to healthy body and sound mind of people
who live in the city as well as influences other aspects of
development both economically and socially. On the other
hand, growing cities without direction will be a source of
various types of environment crises for instance, energy
consumption, air pollution, wastewater, garbage and carbon
dioxide in the atmosphere.
Nevertheless, many cities in the world have already
proved that it is not beyond our capability to solve
the dilemma if people in the city analyze and act decisively
side by side towards the goal, which have become a model
for others to follow.
Ultimately, the success of solving problems of
the cities does not depend on a time condition, but on
earnest determination of everyone in the city.
P ower The Though t

2558



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plangrafik.design@gmail.com
30 2558


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International Earth Rotation and
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3

BEHIND
THE
INVENTIONS

 


 


()

.. 1043 - 1120

.. 2073

.. 2370
(John
Walker)

(antimony trisulfide)

(potassium chlorate)

P ower The Though t

50

CONGREVES

(Charles
Sauria)

(Jakob Friedrich
Kammerer)

(white
phosphorus)

Phossy Jaw

.. 2387

(Gustaf Erik
Pasch)

.. 2394
(Johan
Lundstrom)

.. 2398
Safty Match

World Exhibition
Safety Match

(ammonium sulfate)












 | Power the Thought World

P ower The Though t













45 31 12 N 122 40 55 W
Weird

-GGR2QTVNCPF9GKTF

p0p9









#NVJQWIJ2QTVNCPF1TGIQP75#KUPQV
the state capital of Oregon, it is very distinctive
in a number of aspects. It is home to numerous
superb craft beers brewed from meticulous
processing techniques that generate jobs and
CJWIGTGXGPWGCPFCNUQCJWDQHQXGT
+6EQORCPKGUJGPEGVJGPCOG5KNKEQP(QTGUV
+PCFFKVKQPKVKUCEGPVGTUVCIGQH+PFKGECHCPF
CNQECVKQPYJGTG-KPHQNMCNKHGUV[NGOCIC\KPGQH
hipsters who have a particular taste in their life
was founded.
Above all, in an era that sustainability is given
main priority, the city has been well acclaimed for
being green and a heaven for bicyclists.






$TKFIGVQYP










P ower The Though t

45 31 12 N 122 40 55 W
a Location of Weirdness
Portland has been named a weird city.
One can often see slogan stickers that echo
FGVGTOKPCVKQPQH2QTVNCPFGTU-GGR2QTVNCPF
9GKTFQPECTDWORGTU
2QTVNCPFEQXGTUCPCTGCQHUSWCTG
kilometers. The citys geographical coordinates
CTGp  0p  96JGCXGTCIG
VGORGTCVWTGUTCPIGHTQO%GNUKWUFGITGGU
depending on season. It is blessed with
spectacular and fertile terrain showcasing pure
nature while having an industrial district in
the north. Its main industries include electronics,
information technology, steel, printing, food
and wood products. Divided by a main river,
VJG9KNNCOGVVG2QTVNCPFJCUFKUVKPEVKXGN[
different two sides, thereby appropriate zoning
management is required. Each day, a large crowd
of Portlanders have to commute from home to
work in the business zone on the opposite side
D[ETQUUKPIQXGTDTKFIGUVJGEKV[JCUVJWUDGGP
given a name Bridgetown. One of the important
bridges is Hawthorne Bridge, the oldest vertical-lift
UVGGNDTKFIGKP75#
But it is not just these aspects that bring about
a fanciful definition of Portland, there are other vital
elements that make Portland unique, different from
QVJGTEKVKGUKPVJG756JQUGCTGEJCTCEVGTKUVKEUCPF
mindset of Portlanders. Amongst a wide diversity
of both indigenous and immigrants who settle
down there, one can find a shared commonality
QH2QTVNCPFGTUCVTWGQTKIKPQH*KRRKGVJCVFQGU
not express themselves by the way they dress but
through world view seen by the way they live.
9

10

.. 1949
.. 1974

Harbor Drive was a freeway in the heart of city,

west of the Willamette River. It opened in 1949.
After the knock-down of Harbor Drive in 1974,
the government renovated the area for building
Tom McCall Waterfront Community Park.
Tom McCall was a name of mayor who rendered
support to the project.























P ower The Though t

9JKNGOQUV#OGTKECPUVGPFVQUGGM
convenience and consume natural resources
heavily according to American way, Portland
people are not materialistic and not infatuated
with brand names. They indulge themselves by
all genres of art, love peace and enjoy slow life
style. In the meantime, they do not tolerate any
misconduct or actions that are hostile to nature
and environment. They are all aware of the equal
rights in making decision that concerns quality
of life.
How many cities would there be in the past
[GCTUVJCVRGQRNGECORCKIPGFVQFGRNQ[
land use for equality of everyone that resulted
in an endorsement of land use restrictions?
*QYOCP[EKVKGUYGTGVJGTGQXGT[GCTUCIQ
that the people were alert of river pollution
problem arising from industrial district which led
to a serious river improvement in a later time?
How many cities were there that their people
and city authority collaborated to demolish freeway
VQWUGCTCKCTGCVQDWKNFCYCVGTHTQPVRCTMHQT
WTDCPRGQRNGFWTKPIVJGUYJGPVJGHTGGYC[
were particularly boomingKP75#CPFCNNQXGT
the world?
Those extraordinary things took place in
Portland.

THOSE
EXTRAORDINARY
THINGS TOOK
PLACE IN
PORTLAND.

11

1974





























12

1974 Propelling the World by Bicycle

[GCTUCIQ#TEJKOGFKU)TGGM
/CVJGOCVKEKCPICXGCRTQOKPGPVRJTCUGCDQWV
a lever Give me a lever and a place to stand
CPF+YKNNOQXGVJGGCTVJ. But in the age when
the world is approaching environmental crisis
and global warming, Portlanders say that they
will drive the world to be a low carbon society
that do not harm and damage environment.
1PGQHVJGRQYGTHWNYGCRQPUKUCYJGGN
vehicle called a bicycle and pedaling power of
Portlanders.
In the past, a dilemma faced by Portlanders
was so severe that many people moved out of
the city due to congested traffic problem and air
pollution. At that time, the city authority and
people viewed that the city development that
placed an emphasis on cars would contribute
to serious problem. Therefore, the concept of
Portlander was to build a city for people not for
the car.
Over two decades after the world war II,
Portland tried to transform itself into a sustainable
city for a good life quality of urban people by
adjusting every unit of the city, These included
urban planning, improvement of landscape
and infrastructure to be environmentally friendly,
public transportation development to provide
a variety and quality mode to attract people to
use alternative means of transportation that
leave the least carbon footprint. They improved
walkway and road facilities and expand light rail
CPFRWDNKEDWUGU/QUVQHCNNYJKNGECTUCNGU
JCFKPETGCUGFKPGXGT[EKV[KPVJG75#2QTVNCPF
people decided to be different and tried every
way to use a bicycle as a pillar of developing
transport system of the city.




















.. 1975

200


15,000
P ower The Though t

(QT2QTVNCPFGTUVJGEWNVWTGQHDKE[ENKPIJCU
been long established before cars claiming to
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Portland people and bicycle seemed to dwindle in
VJGOKFQHth%GPVWT[DWVKPVJGKPVGTGUVQH
city planning and environment development revived
the project again. It did not happen overnight.
6JGRNCPQHWUKPIDKE[ENGYCUFTCHVGFKP
6JG[HQTOGFVJG$KE[ENG#FXKUQT[%QOOKVVGGCPF
Portland Office of Transportation which initiated
VJGDKE[ENGRTQITCO6JTQWIJQWVVJGUDKE[ENG
lanes were constructed while bike parking areas
were designed and many activities were held in
order to stimulate people to ride a bicycle.
Up until today, the bicycle is not only a means
of transportation but an integral part of every
activity in daily life i.e. going to work, study,
exercise, shopping and protest, etc. In addition,
a bicycle is a symbol that tells the identity and
attitude of Portland people of their sustainable
lifestyle.

In 1975, each day, there were around

200 people riding a bicycle to cross
Hawthorne Bridge to work in the city.
Today, with the support of policy and
infrastructure system that promotes
riding a bicycle, the number of bikers
has been increased to over 15,000.
13

2030














2QTVNCPF$KE[ENG2NCPHQT





14

Reaching the Goal with Power of Bicycling

Portland is fully committed to changing the ideas
and lifestyle of city people to make them park their
cars and turn to ride a bicycle more. It has earned
CVKVNGQHVJGDGUVDKMKPIEKV[KP75#UKPEG
0QYKVKUNQQMKPICJGCFVQVJG[GCTCUKVRNCPU
to become a world-class biking city according to
2QTVNCPFCXKUKQPHQTVJGHWVWTG
The master plan of bicycle of Portland took birth
from the realization of the management that using
a bicycle is a vital mass transportation for public
because it is economical and good for health
which creates good well being. It also contributes
to healthy economy and environment. Hence,
CHVGTVJGHKTUVDKE[ENGOCUVGTRNCPKPCPF
VJGTGXKUKQPKP2QTVNCPFKUUWGFVJGVJKTF
RNCPKPECNNGF2QTVNCPF$KE[ENG2NCPHQT
YKVJCIQCNVQWUGKVCUVJGKTRKNNCTQHVJGEKV[
transportation system. It plans to extend the current
DKE[ENGPGVYQTMHTQOMKNQOGVGTUVQ
kilometers and increase the daily bicycle modal
UJCTGHTQOVQD[

15
The vision of Portlanders hoping
to realize in the next 15 years
from now is as follow:

Portland is the hub

of a connected regional
bicycle network with
greenways separated
from traffic on
busy streets.

Portlands streets are

livable places that
accommodate many
activities of business
entrepreneurs to thrive.

.. 2030








P ower The Though t

All Portlanders have

equal access to
the benefits of bicycling.
Because they ride bicycles,
they tend to be fit
and healthy. Particularly
seniors and women can
ride a bike anywhere.
All Portland children learn
safe, effective bicycling
skills in school.

Sam Adams, former mayor of

Portland, one of the key leaders
who are driving the vision of
Portland 2030, said: Our intentions
are to be as sustainable a city
as possible. That means socially,
that means environmentally
and that means economically.
The bike is great on all three of
those factors. You just cant get
a better transportation returns on
your investment than you get
with promoting bicycling.

Portland aims to be a bicycle city with no

congested traffic problem and reduced amount of
ECTDQPFKQZKFGKPVJGCKT%KV[RGQRNGJCXGDGVVGT
health that leads to a decrease in health care
GZRGPUG/QUVQHCNNVJGDKE[ENGYKNNDQQUVGEQPQO[
for urban people i.e. by bicycle tourism and being
a production base and innovation of bicycle.
This vision is like a stride on a green carpet
closely watched by the world and cyclists.

15

27:1 Bike Events







)TGGPYC[U




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$TKFIG2GFCN
9QTUV&C[QHVJG4KFG6QWTFG
.CD













16

27:1 the City of Bike Events

+VKUPQVUWTRTKUKPIVJCVVJG$QQM50 places
you have to bike before you dieD[%JTKU5CPVGNNC
includes Portland. It is not only because of its
integrated infrastructure system that facilitates
bikers to bike happily and safely, but also the
atmosphere of vibrant bikers that draw cyclists from
all over the places to experience riding a bicycle in
VJKUITGGPEKV[HQTQPEG/CP[JCXGGXGPVJQWIJV
about settling down there permanently.
In addition to the effort of Portlanders in creating
a bicycle city by changing the landscape of city
to draw people to use bicycle more for instance,
greenways to connect the route and community
that turns out to be an excellent network, there is
also another method to encourage behavior and
inculcate awareness into people to ride a bike
OQTG+VKUDGNKGXGFVJCVGXGT[OKPWVGVJGTGKU
CDKMGGXGPVKP2QTVNCPF0COGKV5WPFC[
Parkways, an annual event that attracts more than
hundred thousands people to take a walk, ride
a bike across the city and Bridge Pedal, a bicycle
trip that invites everyone to ride a bike. Also there
CTGHCXQTKVGCEVKXKVKGUNKMG9QTUV&C[QHVJG4KFG
CPF6QWTFG.CDVJCVVJGDKMGTUYKNNVTCPUHQTO
themselves by dressing up in dog clothes to raise
fund for animals.
1PGQHVJGOQUVGEEGPVTKECEVKXKVKGUKUCPCMGF
DKMGTKFGCPGXGPVJGNFGXGT[[GCT.CUV[GCT
CDQWVDKMGTULQKPGFVJGGXGPV#NOQUV
GXGT[QPGFKFPQVYGCTCP[ENQVJ5QOGYQTG
one piece of something such as helmet. Everyone
rode a bike with a sign or painted themselves
a campaign to invite people to use the vehicle that
did not emit pollution into the atmosphere. Naked
biking activities are also held in other countries
KPVJGYQTNFUWEJCU'PINCPF0GVJGTNCPF5RCKP
CPF/GZKEQGVE
Although those activities have various
objectives, they have one common goal, that is,
to invite people to enjoy riding the bicycle, a travel
mode that benefits both themselves and the world.
.....
In the past and today, Portland is described as
a weird city.
But in the near future, when mankind needs
to find a solution to the environmental crisis
problem, the lifestyle and worldview will no longer
considered weird but rather a model of success of
city management arisen from participation of every
party, strength of people and vision of the leaders.


Safe Routes to School





.....









P ower The Though t

Safe Routes to School is a project

supported and implemented
by schools, communities and various
agencies in Portland to enable
the students and everyone
in the family to walk or ride a bicycle
in the neighborhood or school safely
while reducing the traffic
around the schools.
17

 | Know the Thinker

18

. .
Prof. Emeritus Dr. Thongchai Panswad:
When a Bike Is Not Just a 2-wheeled-vehicle

P ower The Though t

19



 











1
Group 1
2
Group 2
3
Group 3






















20

In Thai biker community,

the name and role of 2TQH'OGTKVWU
&T6JQPIEJCK2CPUYCF(QWPFGTCPF
%JCKTOCPQH6JCKNCPF%[ENKPI%NWD
isspectacularly prominent as
a dedicated and incessant promoter
andcampaigner on cycling.
Emeritus Dr. Thongchai today
Prof.
expounded a present situation

TGHNGEVKPIVJGTGUWNVQHJKUQXGT[GCTU
QHYQTMVJCVwhat has been gained is

more than anticipated but less than


for7PGZRGEVGFN[VJGUQEKGV[
 hoped
has progressed with national academic

conferences and widespread interest
 shown from many governmental
agencies. Even some politicians have

used this issue as a campaign topic

for election. Nevertheless, in terms

of physical and behavioral aspects,
the outcome was not as successful as

 he hoped to see Thailand being a bike
community for every gender, age and

status to ride from home with safety.

One of Prof. Emeritus Dr. Thongchai
Panswads several endeavorsis to
endorse bicycling under the concept

of pyramid - three levels of bicyclists.

Professional cyclists
The first group is all of those professional

cyclists who seriously ride bicycles

Occasional cyclists
and practice for tournaments. Only

a few people are in this group and

Everyday (or almost everyday) cyclists
on the top of the pyramid. The second
group, in the middle of the pyramid,

refers to those who occasionally ride
a bicycle for a trip or join cycling race

as amateur racers. The third group


is at the base of the pyramid; they

are bikers who ride a bicycle daily

and normally use it as part of their
life. He affirms that in campaigning

on any cycling activities, we should

pay particular attention to this group

as they are real commuters and the

'%('WTQRGCP%[ENKUVU(GFGTCVKQP
biggest group. In addition, they are
 the one who can solve urban problems
for instance pollution, environment,

economy, society, energy as well as
 the concept of sufficiency, etc.

On the day that Thai society is on
alert
and trying to be a bike city, lets

hear
ideas of this seasoned cycling

crusader to see what he thinks of.





My difficulty is due to
people misunderstanding
that the second group
is a main priority.
Presently, the bike
lanes that bikers
and campaigners
want are not what
local people want.

P ower The Though t

21

22




































!







P ower The Though t










!


!
 




A bicycle is not just a vehicle

with two wheels. It is a tool,
a sign, a symbol of country
development and for me;
it is about sufficiency,
hospitality for each other,
kindness between people
and family issue.

&QGU#EJCTPVJKPMVJCVCDKMGEKV[ECP
DGTGCNK\GFKP6JCKNCPF!
The term of a bike city is
KPFKXKFWCNN[FGHKPGF(QTOGKVOGCPU
the city where one can ride a bike from
Point A to Point B in the city with safety
and acceptable convenience. And
for me, it must be highly acceptable
for people to ride a bike. In this case,
KHYGCUMKH$CPIMQM.QU#PIGNGUQT
0GY;QTM%KV[ECPDGQPG!0QVJG[
cannot because they are too big to be
a bike city. How many people can ride
CDKE[ENGHTQO2JTC-JCPQPIVQ$CPI
.CORJW!6JGRGTUQPUYJQECPCTG
in the second group and there are not
many. And in the second group itself,
QPN[CHGYRGQRNGECPFQKV9KVJVJKU
limitation, the bike city is a small city.
Take Europe, they are small cities with
GZVGPUKXGOCUUVTCPURQTVCVKQP9JGP
people go to work, they ride a bike and
connect with the train which is not far.
Dr. Bernhard Ensink, Executive
&KTGEVQTQH'WTQRGCP%[ENKUVU
(GFGTCVKQP
'%(UCKFVJCV$CPIMQM
cannot be a bike city which I agree.
It cant be, but I will make Bangkok
become a place where people can ride
a bike in some areas. A bike city and
a city where you can ride a bicycle are
different. A city where you can ride
a bicycle is an area for bicycling in
UQOGRCTVUHQTKPUVCPEG5QK5GPC
0QPI%JQMCPF$CPI-JWP6JKCP
The areas can be improved so that
people in that neighborhood can ride
a bicycle. That will be fantastic. There
is no need to make every part of
Bangkok for everyone to ride a bicycle
in order to build a bike city.
5GXGTCNEQWPVTKGUJCXGUWEEGUUHWNN[
VTCPUHQTOGFVJGOUGNXGUKPVQDKMG
EKVKGUYJCVFQ[QWUGGCUVJGKT
UWEEGUUHCEVQT?
A vital key is a political paradigm
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we ask ourselves if we have an idea
to change it, the answer is yes, we do.
9GECPPQVFQKVYJKNGQVJGTUFCTGVQ
FQKV5QOGEQWPVTKGUJCXGDWKNVCDKMG
lane on a river bridge, for the footpath
along the bridge is too narrow for
bicycle. They use one lane for bicycle
and call it a trial period. After one year
of trial, they adjust it. It takes around
[GCTU(KPCNN[VJG[JCXG
developed a measure that works for
motorists, bus riders and pedestrians.
23











  

























It can work and everyone needs to

share the road. Now, I think some
cyclists think that they have privilege
and can request for this and that.
Also, they misunderstand that riding
a bicycle is a universal answer
everyone needs to give a lot of weight to.
It is not the case. Do you think
motorcyclists, street hawkers and
vendors cannot use the area? I do not
support street vendors, but we have to
talk about it.
I talked with people in
the provinces. They said when they
go to the temple or small markets in
the community, they ride a bicycle.
But when they go to the town, they
ride a motorcycle. It is clear that they
understand how to use a bike. Namely,
in some context, they can use it, but in
other context, they cannot. As the city
KUCTQWPFMKNQOGVGTUCYC[
no villagers can ride a bicycle there.
That is not possible. And that is right,
some villagers even say that riding
CDKMGVQDW[DCJVRTQFWEVVJG[RC[
DCJV$WVKHVJG[FTKXGCOQVQTE[ENG
VJG[RC[DCJV+VOGCPUVJG[
understand the philosophy they
have adopted for so long. They use
the words that even a professor like
me cannot find.
+PVJGDKE[ENGECORCKIPYJCVCTG
VJGOQUVEQOOQPUGVDCEMU!
A lack of understanding. People
often think of building a bicycle lane
HKTUV(QTGZCORNGKP*WC*KPVJG[DWKNV
CMODKMGNCPGHQTOQVQTKUVUVQDTKPI
their bicycle to ride. That is not right.
It is a huge problem. I can hardly fight.
I have just attended a meeting in
$CPI5CGP+UCKF%JQKEG#DWKNFKPI
a bike lane, which cyclists or
ECORCKIPGTYCPVQT%JQKEG$
a bike lane that real villagers in
VJGPGKIJDQTJQQFYCPV/[RTQDNGOU
are to make them understand that
the second group is a representative
of bicyclist. Now, they construct
the bicycle lanes that cyclists and
campaigners want but not something
VJGRGQRNGKPVJGCTGCYCPV5C[KPI
this makes some people think that
I am opposed to it, but I am not.
9GLWUVPGGFVQEQTTGEVVJKPIUVJCV
are not right.

24














































P ower The Though t

9JCVCTGVJGDKE[ENGNCPGUVJCV
XKNNCIGTUYCPV!
(KTUVVJG[OC[PQVPGGFKVCVCNN
9JGPVJG[IQVQTKEGHKGNFUFQVJG[
PGGFKV!(QTOG$CPIMQMKUPQV
Thailand. Hence, for villagers in
$WTK4CO7VJCK6JCPK0QPI5QPI
Hong, do they need bike lanes?
5GEQPFKVOWUVDGCNCPGVJCVVJG[
can use, taking them to destination
such as the lane to the market for those
who want to go to the market. The road
they want must answer their needs
of where they want to go or what they
want to do.
1PGVJKPI+NGCTPGFHTQO'%(KUVJCV
it requires two things to achieve this.
(KTUVN[FQKVKPVJGCTGCYJKEJKUTGCF[
Dont choose the route that is not.
Readiness includes both physical
and societal factors. At present,
we choose the physical one. If we
can paint a bike lane, we do it without
considering readiness of the society
or if the villagers, bikers and street
vendors can accept or how they share
the road.
5GEQPFN[KVOWUVYQTMCPFKVOWUV
be a big bang. You need to announce
it right away that we will do it. Then
see if it works. Now it is big bang but
KVFQGUPQVYQTM
NCWIJVGT+HKVKUUQ
people will point out that, here we go.
It is impossible. Then it is hard to move
forward.
(KXG[GCTUHTQOPQYYJCVKU[QWT
RNCP!
.GVOGIKXG[QWCEQWRNGQH
examples. Now, what I think are in
the form of policies that I crusaded for
CVVJG%CDKPGV%QOOKVVGG/GGVKPIUKP
which resolutions have been passed.
+P+YCUCUUKIPGFVQVCNMYKVJ
various ministries and tried to achieve
something concrete. To illustrate,
YGCVVGORVGFVQCOGPFVJG/KPKUVGTKCN
Regulations concerning buildings;
a standard of building design should
DGKUUWGF(QTKPUVCPEGRWDNKE
building, town hall, municipal hall,
and shopping malls should specify
the number of bicycle parking per
USWCTGOGVGT
QTJQYOCP[USWCTG
meters per bike) and facilities for
bikers. I am trying to include in the
driving test that apart from knowing
red and green lights, testers need to
know how to be careful for pedestrians
and cyclists. At least, it is included in

the process of the authority and I am

VCNMKPIYKVJ/KPKUVT[QH'FWECVKQPVQ
integrate bicycling in the curriculum.
These can be in the subjects of
calculation, physics, and economics.
Once I have achieved including
all of this in the system, I am ready to
spend time raising my grandchildren.
(QTVJGRCUVVYGPV[[GCTUQHYQTMKPI
QPDKE[ENKPIYJCVKUKVHQT!
(KTUVNGVOGKPFKTGEVN[RWVKVVJKU
way, there have been several times
that I pondered about quitting. I asked
myself what I was doing. I spent
OQPG[5QOGVKOGUO[HCOKN[YCU
in trouble due to time and expense.
I thought about the first day when
I founded the club. That time, I taught
engineering and I discovered figures
of energy, environment, pollution and
economy. I thought that a bicycle can
be one single bullet that killed many
birds. But at that time, I did not think
about social aspect.
Once, I carried out a recycled
DKE[ENGRTQLGEVHQT*QOGQH(QTGUV
.QXG%JKNFTGPKP5WTKP2TQXKPEG
Old bikes were given to them to fix too.
9GHKZGFOQUVRCTVUQHVJGDKMGUCPF
let them tighten some bolts in order to
make them feel that they were part of it.
9JGPYGHKPKUJGFYGJCFCTQCF
VGUV9GNGVEJKNFTGPTKFGDKMGUCTQWPF
CPFEQOGDCEMCHVGTMOTKFG9JGP
they returned, I could tell that I was
so happy to see their joyful eyes. Those
children never thought that they would
have bicycles. At that time, we didnt
think of social aspect that it would help
them not to become addicted to video
ICOGU9GVJQWIJVCDQWVRJ[UKECN
aspect only that it was good for
the children to use bicycle.
In my slide presentation, I said
that a bicycle is not just a means of
transportation which has two wheels,
it is a sign and a symbol of
development of the country and
for me, the bike is about sufficiency,
hospitality for each other, kindness
between people and family issue.
I have no answer why I have done
this for so long. But it is good, so why
not doing it?

25

 | Taproot of Virtue

26

CSV, a New Challenge in Business Sector

P ower The Though t

27











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%54
%QTRQTCVG5QEKCN4GURQPUKDKNKV[








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5JCTGF8CNWG

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CPF%QTRQTCVG5QEKCN4GURQPUKDKNKV[
 6JG$KI
+FGC%TGCVKPI5JCTGF8CCNWG 
















According to the survey of 1,000 CEOs of large

companies around the world on sustainability, 94% of them
believe that the company should pay attention to society
and environment. Among those, a mere 37% indicate that
they can understand the business rationale regarding
sustainability or what it means to move towards sustainability
or know how to create a link with businesses.* While Michael
E Porter, Professor at Harvard University once recounted that
in order for the business to achieve sustainability, economic,
society and environmental factors need to be addressed.
This concept is a Triple Bottom Line, a foundation of
implementation of Corporate Social Responsibility
program by various businesses.
Nevertheless, Porter added that CSR just serves as
an inspiration. The values the organization will gain in CSR
context are acceptance, image, fame or factors leading to
sustainable development. But for the business to concretely
add value to society and business, enhance competitiveness
and acquire a success factor that the company cannot
ignore, it needs to be driven by CSV if it seeks to thrive
and move forward in a steadfast and sustainable manner.
An Area of Shared Success
Porter first mentioned the term shared value in
the context of strategic corporate social responsibility of
the business in The Link Between Competitive Adva
Advantage
and Corporate Social Responsibility,
sponsibility, the article he iis
coauthored with Mark Kramer
amer in 2006 before they de
developed
and presented in an article
le entitled The Big Idea: Cr
Creating
Shared Value in 2011, an official genesis of CSV. Th
They define
the term CSV as creation of economic value by adva
advancing
social conditions, using a framework of capitalism to solve
social problems which can
an be expanded and sustain
sustainable by
itself. Namely, the business
ss does not neglect creatin
creating profit
and enhancing competitiveness
veness which is a foundatio
foundation of
the business. But, simultaneously,
aneously, it is integrated wit
with
the use of natural resources
ces by taking into considera
consideration
the value for organization, economy and society.
Nonetheless, both Porter
rter and Kramer further add
added
that CSV is not about sharing
ring the already existing va
value or
what have already taken place in the society in the fo
form of
donation or charity project.
ct. It goes beyond meeting ethical
e
standards, and it is not just
st a personal value. Also, it is not
about balancing stakeholdders interests.


 (TQO VJG NGEVWTG QH -PQYN
YNGFIG 5GTKGU  4GHQTOKPI 6JCKNCPF 6QYCTFU UWUVCKPCDNG DWUKPGUU D[ 5CTKPGG #EJCXCPWPVCMWN

28

CSV














 




+PVGTHCEG%Q.VF

4C[#PFGTUQP

6JG'EQNQI[QH
%QOOGTEG2CWN*CYMGP





4C[#PFGTUQP






<GTQ(QQVRTKPV














P ower The Though t

CSV: a Shared Value to Sustainability

For the company, CSV starts with reflecting on
oneself, accepting the harms it creates and considering
which agenda is being blamed by the society at
the level of conscience until the level of solving the adverse
consequence right from the beginning. This can be achieved
by using business expertise or skills to rigorously follow-up,
inspect and report the actions of tackling those problems.
When the organization recognizes the shared value
that
at exists, the problem will turn into an opportunity. It will
thuss see
s how to reduce cost, expand revenue and create
differen
entiation from the higher value in a sustainable way.
Interfa
rface Co., Ltd., the worlds premier carpet
manufacture
urer and seller founded by Ray Anderson is
a successfull example of the business that can create
shared value between
be
business, society and environment.
His concept to turn
tu the operation into a sustainable company
was born in early 1994,
1 for he was inspired by the book
The Ecology of Com
mmerce. Written by Paul Hawken, it is
one of the first bookss showing a link between environment
and business. It statess that of all institutions, business and
industry are the key culp
lprits who destroy the nature, but only
the business sector has sufficient
s
influence, power, natural
resources as well creativity
ty to free us from this problem.
Ray Anderson was highhly aware that the process of
manufacturing of his carpets
ts results in waste, pollution
and greenhouse gases. Hennce, apart from solving problem
at the end result by improvingg wastewater treatment,
he traced back to the start of manufacturing and
changes it at the outset by using
us recycled products in
the
he manufacturing process. He
H used renewable energy that
iss environmentally friendly, increased
inc
efficiency of all material
utilization
tilization in every process and
an set a mission to become
a Zero-Footprint Company (ac
(achieve zero environmental
foootprint) by 2020.
After 10 years, the company can reduce waste from
manufacturing process by 80%,
80% substantially increase
efficiency
fficiency of the material used in the production process and
reduce
educe up to 35% of carbon ffrom the production process.
Since 1996, the company operational performance
has
as never been in the red, its profit and revenue have
continuously
ontinuously grown along with lower amount of waste
and
nd reduction of environmenta
environmental damage. Interestingly,
the
he decrease in wastes along with increase in production
and
nd carpet manufacturing by new recycled materials such
ass cornstalk, are able to help the company save US$ 400
million of expenditure which m
means that the innovation cost
caan rapidly pay off.

29

Mountain

Eliminating waste

30

Benign emissions:
reducing waste,
pollution and
greenhouse gases,
etc.

Renewable energy:
harnessing renewable
energy such as wind
power, solar cells, etc.

Sustainability

Resource-efficient
transportation

Closing the loop of

natural resource useproduction-waste
by a production
process that uses
less resources, reuse
and recycle.

www.interfaceglobal.com,
www.interfaceraise.com,
www.missionzero.org,
Green Biz, 50 green,
profitable companies reveal
their strategies & successes

P ower The Though t

Sensitizing
shareholders
communicate
with investors for
understanding
and agreement

Redesigning
commerce through
new businesses
by focusing more
on service and value
than the products e.g.
renting carpet instead
of sales.

Sources:
www.interfaceglobal.com,
www.interfaceraise.com,
www.missionzero.org,
Green Biz, 50 green,
profitable companies reveal
their strategies & successes

31

 CSV
An Integrated Approach of Creating CSV

Recoonceiving
Products
and Serrvices

Redefiningg Productivity
Acrross the Entire
Chain Value

Enablinng Devvelopment
of Communitties
and Localities

Chan
Ch
ange
ge the way of
thinki
thin
king
ng to de
delilive
verr pr
prod
oducts
and se
serv
rvic
icess by placing
thhe fifirs
rstt pr
prio
iority on the needds
off the community, sooci
cieety
and environm
nment.

Iden
Id
entify
fy the impact of
busisinness on society and
environment in every process
en
e.g. use of natural resources,
compensation as well as
efficiency and qua
ualilitty of
products and services.

Loook for new mar

arke
kets
ts
by not consiside
deriring
ng only
an inc
ncre
reas
asee in market
shaares but putting more
sh
weight to opportunities
to deliver value to society
through products
and services.

Duee to the abovee conceern

Du
rn,,
various pr
prod
oductition
onss,
techno
nolo
logica
cal,l, marke
ketititing
ke
ng
and diist
an
striribu
buttion
on ave
vennues
forr in
fo
innnova
vatitition
va
on have been
open
op
ened up, etc.

Co
Consider
job creatioon,
wellbeing, stren
engt
gth of
communitiees and involvved
societ
etie
ies with bussin
inesses
as well as enr
nric
ichh the natural
reso
souurces because
the success of business
th
lies in support from everyy
sector and favorab
able
le
condition of inffra
rast
stru
ruct
ctur
uree
aroundd that bu
busisinness.

32

Significantly, apart from an environmental problem

solution, the company can enhance business
competitiveness in terms of income generation and well
accepted image from customers, as a result, shared value
and business and environment success occur.































%58


P ower The Though t

The Power of Change

Each society comprises of state, private, charity and
individual sectors, etc. Certainly, each sector has potential
to change the society, but a private business sector is
the most capable one that incredibly either derives the worst
or best changes for the society and the world depending
on the leader vision of each particular organization.
The empirical evidence to us is the change of climate,
environment as well as pollutions which depend directly
upon expansion of private sectors. Namely, the more the
business expands, the more the pollution, environmental
dilemma and climate change arise (or worse). This kind of
change, eventually will negatively affect growth of business
sector, for instance, it will face difficulty in sourcing quality
raw material and production factors such as pure water,
fertile plants in nature, healthy workforce, etc. In addition,
as the company image is tarnished as the creator of
pollution, it will encounter opposition if new projects are
introduced.
Therefore, if any business sector is farsighted and
promptly sees what will be returned and changes the way
QHWPFGTVCMKPIVJGDWUKPGUUHKTUVKVYKNNFGPKVGN[JCXG
an opportunity to benefit in the long term.
Consequently, CSV is the only means to lead to
sustainability for every party, should your organization be
su
visio
ionary enough to recognize it.

33

 | Towards Sustainability

#UUQE2TQH&T2KRJQR7FQTPVice Rector for Academic Affairs, Thammasat University

3
13
10

Malaysia,
a fluctuation can
be seen with
an overall downtrend
over a three-year
period.

9.63

3.86

/Source: www.asean.org/news/item/foreign-direct-investment-statistics

34

Philippines

Myanmar

1.42
Laos

Indonesia

Malaysia

FDI
Sha
2013re

Vietnam, the figure

remained largely
unchanged with
a slight decrease.

1%

0.32
Cambodia

10.0
Brunei

Vietnam

0.97

Thailand

0.97

Singapore

Indonesia,
a continuous
decline over
three years
from 13% to 10%.

50

5
12
2

100
2011

Singapore has attracted

the largest overseas
investment continuously
every year i.e. over 50%
of the investment flowing
into the community.

54.4

2%

Thailand, a leap
from 5% to 12% in
the last two years,
accounting to
over 100% growth
from 2011.

11.6

3%

6.76

h
g
u
o
EAN sThorf Inrdneaxnce















'ZVTC#5'#0




5JCTG

P ower The Though t

AS Len Gove vel

theGood al Le
of Nation
at

KUNKMGN[VQDGC[GCTVJCV#5'#0
%QOOWPKV[ICKPUOQTGCVVGPVKQPCUKVKUCPQHHKEKCN
VCTIGV[GCTHQT#5'#0OGODGTUVQRWTUWG
their goals of unifying as one community of
CUKPINGOCTMGVCPFRTQFWEVKQPDCUG#HVGT
a sizeable inflow of foreign direct investment into
VJG%QOOWPKV[HQTVJGRCUVVJTGG[GCTUCUWTIG
QHQXGTHTQOCTQWPF75OKNNKQPKP
VQQXGT75OKNNKQPKPKVKUGZRGEVGF
to grow even more in the coming years. This does
PQVKPENWFG'ZVTC#5'#06TCFGYJKEJJCUENKODGF
VQCNOQUV75VTKNNKQPKP
However, it is interesting to see that
CRRTQZKOCVGN[QH'ZVTC#5'#06TCFGCPF
KPXGUVOGPVCTGEQPEGPVTCVGFKPQPN[HKXGEQWPVTKGU
5KPICRQTG6JCKNCPF/CNC[UKC+PFQPGUKCCPF
Vietnam. If we compare the share of foreign direct
KPXGUVOGPVHTQOQPGECPUGGKPVTKIWKPI
points.
35







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%2+
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%2+



36

%GTVCKPN[VJGCOQWPVQHVTCFGCPFKPXGUVOGPVJKPIGU
upon various factors for instance, law and regulations,
governmental policies, privileges as well as facilities for
convenient and efficient trading and investment.
Regardless of all these factors, it will boil down to only
one single crucial word - trust. The trust herewith means
that when you place an order, what you get is the amount,
quality, price and quality according to the agreed condition.
In the same vein, people seek for trade deals and investment
which can ensure safety and the return at expected rate.
The next question is how can trust be built? Apparently,
it is undeniable that trading and investment partners are
inclined to trust those with good governance. But the good
governance is quite a sophisticated concept and practice.
It is not quite easy to assess, particularly the governance at
the national level which is often evaluated by various indices
from a number of sources so as to assure that they are able
to plausibly reflect good governance.
Of all the indices of good governance extensively applied
at the national level, there are basically two main categories
i.e. good governance in the public and in the business or
private sectors.
The Indices Resonating Good Governance from
the State Sector
A claim that transparency leads to trust is not far from
the fact. If any decision or implementation can be based
WRQPVJGRTKPEKRNGUVJCVKVJCUVQDGFKUENQUGFCPFECP
DGKPXGUVKICVGFVTCFGTUCPFKPXGUVOGPVRCTVPGTUYKNNHGGN
content because they can assess appropriateness and
fairness in such decision and business operation. This must
DGCRTKOGTGCUQPHQTVJGRQRWNCTKV[QH%QTTWRVKQP2GTEGRVKQP
+PFGZ
%2+FGXGNQRGFD[6TCPURCTGPE[+PVGTPCVKQPCNKPGCTN[
YKVJCPCKOVQTGHNGEVVTCPURCTGPE[QHVJGIQXGTPOGPV
UGEVQTUKPEQWPVTKGU+VJCUDGGPEQPVKPWQWUN[FGXGNQRGF
CPFEQXGTGFEQWPVTKGUKP6JGKPHQTOCVKQPYCU
FTCYPQPFKHHGTGPVFCVCUQWTEGU
%QTTWRVKQPECPDGDTQCFN[FGHKPGFHQTOWVWCN
understanding as a use of public power to benefit a private
interest or interest of families and friends%2++PFGZJCU
CUEQTGHTQOVJGJKIJGTUEQTGOGCPUVJGOQTG
transparency and the lower level of corruption. The scores
QH#5'#0EQWPVTKGUCTGUJQYPKPVJGEJCTVCUHQNNQYU


P ower The Though t

25

Thailand

21
Philippines

Singapore

52

Vietnam

CPI
Sco
2014res
Malaysia

21

Myanmar

Laos

Indonesia

Cambodia

84

34

38
38
31

/Source: www.transparency.org/cpi2014ASEAN

37


6TCPURCTGPE[+PVGTPCVKQPCN
)NQDCN%QTTWRVKQP$CTQOGVGT









4.0
0 4.0
4.5 4.0 4.
3.1

4.3 3.8 3.7

4.0

2.8

In addition to the above index which has captured

the attention and been widely applied, Transparency
+PVGTPCVKQPCNKPKVKCVGFVQNCWPEJ)NQDCN%QTTWRVKQP
$CTQOGVGTFTCYKPIQPCUWTXG[QHOQTGVJCP
TGURQPFGPVUKPEQWPVKGUYJQYGTGCUMGFCDQWVFCKN[
corruption scenario people face. Interestingly, there are
both commonalities and differences in terms of patterns and
intensity of corruptions in each state and public organization.
*QYGXGTVJGUWTXG[KPENWFGFQPN[UKZ#5'#0OGODGTU
KG%CODQFKC+PFQPGUKC/CNC[UKC2JKNKRRKPGU6JCKNCPF
and Vietnam. In these six countries, the top five corrupt
organizations were police, political parties, civil servants,
judiciary and parliament.

l on
a
b
o
l
G rrupti er
Coromet
Ba13: f
20 eptions o
Percuption
Corr

2.8

4.0 3.3

3.6
3.8 3.7

2.9

4.4
3.7

4.5
2.4

3.5 .5
2
3.0

3.3

3.5

4
3.5 3. 2.7

: 1 - 5

Note:

The scores are between 1 - 5.

A high score signifies that
people in that country
perceives and believes that
the organization is highly corrupt.

/Source:
www.transparency.org/gcb2013

38

e
l
t
p
h
o
g
i
e
F
%ilPling to n
W rruptio
Co13
20

92

84
96

79
79

Cambodia
Indonesia
Malaysia
Philippines
Thailand
Vietnam
















 










P ower The Though t

/Source:
www.transparency.org/gcb2013

63

If we look at the overall picture of the globe, we can find

that the samplings thought the most corrupt organization
YCUCRQNKVKECNRCTV[#RRTQZKOCVGN[QHVJGTGURQPFGPVU
viewed that personnel in the state sector often made
decision for their own interest. The two organizations
VJCVTGEGKXGFOQUVDTKDGUHTQOVJGOYGTGRQNKEG

CPFLWFKEKCT[

It is fascinating to find out when the respondents were
asked about willingness to take part in fighting corruption by
any activity such as signing up to appeal to the government
to seriously suppress corruption or organizing a peaceful
gathering for anti corruption or joining as a member in
an organization that works against corruption or paying
JKIJGTHQTRTQFWEVUUGTXKEGVQEQTTWRVKQPHTGGEQORCPKGUQT
disseminating corruption information via online community
or even reporting corruption incidents to the agencies in
EJCTIGQXGTQHVJGUCORNGUKP%CODQFKCCPF6JCKNCPF
were willing to take part in at least one activity. This is in
NKPGYKVJVJGINQDCNQXGTCNNRKEVWTG/GCPYJKNGKPVJGUCORNG
ITQWRUKP/CNC[UKC2JKNKRRKPGUCPF8KGVPCOVJGHKIWTGU
UVQQFCVCTQWPFCPFHQT+PFQPGUKC
In the next issue, lets discover the indices of good
IQXGTPCPEGQHRWDNKEUGEVQTEQPUVTWEVGFD[VJG9QTNF$CPM
which covers corruption control and rules of law as well as
indices of good governance of business and private sectors
FGXGNQRGFD[#5'#0CPF#UKCP%QTRQTCVG)QXGTPCPEG
Association.
39












 



40












3WKEM9KP













70'5%1


!











P ower The Though t

UNESCO



70'5%1










70'5%1

!
































  


!





41

 | Food for Thought

Green Architecture Rebellion

216
250









Author: Jaksin Noyraiphoom

Publishing House: Commonbooks Publishing
Pages: 216 Pages
Price: 250 Baht

6JGTGCTGVJQWIJVRTQXQMKPI
articles that inspire courage to change
for a better world. The book presents
fascinating facts of history, economy,
society and environment through
the stories of architect, architecture
and buildings. Those depart from
a mainstream trend which satisfies
the needs of economy more than society
CPFGPXKTQPOGPVGIVJG)CPFJKQH
architecture, architecture according
to Buddhism and interpretation of
CTEJKVGEVWTGKPVJG5VCT9CTU/QXKGGVE

The Immortal Life of Henrietta Lacks



496
295
















42

Author: Rebecca Skloot

Translator: Nara Suphakkharot
Publishing House: Post Publishing
Pages: 496 Pages
Price: 295 Baht

$GHQTGVJGFGCVJQH*GPTKGVVC.CEMU
KPQPGUWTIGQPJCFUPKRRGF
part of her tumor to culture cells
which were developed into vaccine
and medicine to cure numerous
illnesses such as polio, influenza,
hemophilia, and high blood pressure.
6JGEGNNUCTGMPQYPCU*G.CEGNNUCU
the first two English letters are from
her name and family name. These
*G.CEGNNUYQTVJOKNNKQP75FQNNCTU
in medicine industry. As her family had
found out that her cells still existed and
YGTGXGT[KORQTVCPV[GCTUCHVGTJGT
death, a number of questions about
appropriateness, laws, ethics and
morale in the medical science field
thus arose.


Website Introduction

Application on Mobile

www.thaicyclingclub.org

www.scifi.siligon.com

P ower The Though t













LikeVelo
Free Download iOS/Android

Sci-fi Conversation

This website makes sci-fi movies

become more than mere entertainment.
It presents ideas, innovation and
other theories from those movies from
data research, analysis, conversation
and exchanges of views by using
core knowledge or scientific theories
relating to the movies. Name it, the
mystery of Extraterrestrial, origin of the
world and universe, robot or cutting
edge machine and other stories.








Thailand Cycling Club

By the vision of the club seeking to

promote Thai society to walk and bike
in daily life, the website has more than
news and various bicycling events.
It is packed with articles and research
about cycling from both in the country
and abroad which are useful for any
involved parties to promote more use
of bicycle in Thailand.








The application that Thai

cyclists must not miss as it provides
news and knowledge of cycling in
Thailand and overseas as well as
technique of biking, popular bike
routes in Thailand and events for
bikers of various groups that you
can join on specified dates and
times. It is also a forum for trading
bicycle gears.

43

 | Within Education

Left Behind in the Last Place

44







P ower The Though t

Year after year, declining quality of Thai education

has been continuously reported as education headlines
of various media.
Is it time for every party to work hand in hand to
integrate a system of building core knowledge called
TGUGCTEJVQTGHNGEVCPWPFGTN[KPIRTQDNGOVQFKUEQXGT
a real cause so that the truth can be magnified?
Doing so will allow us to start to rigorously and sincerely
solve the existing education problem to emancipate Thai
education from a cycle we are entwined with.

45











6&4+











)TQUU&QOGUVKE2TQFWEV)&2

















What contributes to failure of Thai education?

5GXGTCNHCEVQTUCTGENCKOGFVQDGDGJKPFVJGRQQTSWCNKV[
e.g. a scanty budget from the government, teachers low
salary which is a reason that smart people do not work
as a teacher and fewer study hours than other countries.
As a consequence, the quality of education is going downhill
as witnessed.
To shed ambiguity on this, the Office of the Basic
'FWECVKQP%QOOKUUKQPCOCLQTCIGPE[TGURQPUKDNG
for overall school system education assigned Thailand
&GXGNQROGPV4GUGCTEJ+PUVKVWVG(QWPFCVKQP
6&4+VQ
conduct research to investigate a fundamental cause as
a key solution to this vicious circle is to look at the problem
systematically.
After the scrupulous research, the TDRI research team
NGFD[&T5QOMKCV6CPIMKVYCPKEJVJGRTGUKFGPVHQWPFVJCV
the budget of national education was not less than other
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VJGPCVKQPCN
GFWECVKQPDWFIGVTQUGHTQOVQOKNNKQPDCJV
CEEQWPVKPIVQQH)TQUU&QOGUVKE2TQFWEV
)&2YJKEJ
KUGSWCNVQVJQUGQH,CRCP*QPI-QPICPF5QWVJ-QTGC
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pay of teachers both at primary and secondary school levels
were almost the same as other professions with the same
qualification and even more than some e.g. junior lecturer
in the university which requires similar skills.
Another issue that has been often argued was that
Thai students learn less than other countries. But when
VJG[KPXGUVKICVGFKVKVYCUHQWPFVJCVVJG[NGCTPJQWTU
per year on average which are as same as children in
,CRCP5QWVJ-QTGC%JKPCCPF8KGVPCO0GXGTVJGNGUU
our education quality is far lower.
This research specifies that the main cause of Thai
education quality problem stems from how current Thai
education system is not conducive to accountability of test
system, evaluation of school and teacher and finance for
education. In addition, the curriculum and Thai text books
CTGPQVKPNKPGYKVJUMKNNUKORTQXGOGPVQHVJGst%GPVWT[
%QPUGSWGPVN[VJGNGCTPKPITGUWNVCUYGNNCUVJGVGUVUVKNNHQEWU
on rote memorization rather than learning to understand
profoundly.
A heart of Thai education quality problem is not a case
of a lack of resource but inefficiency of resource utilization
which results from unaccountability.
A reform of accountability system
6JGTGUGCTEJGPVKVNGF#RTQLGEVQHDCUKEGFWECVKQP
TGHQTOUVTCVGI[HQTCEEQWPVCDKNKV[
JCUVJWURTQRQUGF
to reform five areas of education to solve Thai education
problem at a root cause i.e.






46



Changing curriculum,
teaching material
and technology

Reforming performance
assessment

Reforming the system

of developing teacher

Reforming assessment of
education institutes quality

Reforming finance
for education

P ower The Though t

47


CEEQWPVCDKNKV[






NQPITQWVGQHCEEQWPVCDKNKV[













UJQTVTQWVGQHCEEQWPVCDKNKV[








The term accountability means commitment of each

individual for the assignment delegated from the individual or
any agency with an assessment system from the assigning
agency to assess and evaluate in order to reward or penalize
the agency which implements. The current accountability line
HQTPCVKQPCN[QWVJGFWECVKQPKUCNQPITQWVGQHCEEQWPVCDKNKV[
where parents delegate it to the government and the
government delegates it to various levels of politicians.
Accordingly, they further delegate to schools, and the
schools to teachers. Therefore, the accountability on any
part is prone to break as people cannot closely monitor
policy of the government and the politicians cannot
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to conduct according to the policy they campaign, while
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VJGUEJQQNVQTWPYKVJSWCNKV[.KMGYKUGVJGUEJQQNECP
neither effectively supervise the teaching of each teacher.
This research proposes a vital approach to elevate
the education quality. Namely, the school and teacher need
to have direct accountability to the parents. Doing so is
more efficient because the accountability chain only include
parents, schools and teachers, which is a short route of
CEEQWPVCDKNKV[%QPUGSWGPVN[KVKUNGUUNKMGN[VQDGDTQMGP
The teachers and school have to be accountable for
parents more.












48


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NGCTPKPI
RTQDNGODCUGFNGCTPKPI

EQNNCDQTCVKXGNGCTPKPI

GZRGTKGPEGDCUGFNGCTPKPI

CWVJGPVKENGCTPKPI





 









A heart of the problem

of Thai education quality
is not a case of a lack of
resources but inefficiency
of resource utilization from
non accountability.

P ower The Though t

This above framework will make the schools ready as

a main agency to manage education and become a true
center of quality reform. It will be a mechanism to improve
education quality for Thai society. Under the strategy,
the schools need autonomy of management, adequate
finance and academic support from the government which
means that the majority of the budget needs to be earmarked
for the part that affects the quality. In the same vein,
the government must support the academic area to serve
the purpose of building teachers that can teach people to be
lifelong students.
Ready for a change and deal with a situation
If the goal of education is to apply what we learn with
the real life; the learning should respond to it. As learners
must understand the core of subject, the content of
the curriculum should be adjusted to be concise not to be
too much. In managing the learning process, the learned
content must be integrated for connection. Its focus should
be changed to concept rather than memorizing the detail.
A vital skill is to have continuous learning by harnessing
information technology to explore knowledge by themselves
so that the learning is endless, not confined in the school
because the learning in the new age is to enable the learners
to analyze, innovate, solve problems, work with other
and use information technology effectively.
Hence, the project-based learning, problem-based
learning, collaborative learning, experience-based
learning and authentic learning are the learning methods
that help the learning to satisfy with the way of learning that
the teachers teach less but the learners learn more. This is
achieved through real practice and group learning which is
a way to drive learning towards the subjects that learners are
interested in by the power of teachers who inspire them.
The system of outcome assessment and evaluation that
follow should be designed to develop the learners which can
be done by assessing portfolio, projects, test as well as real
life problem solution. In the meantime, teacher development
should be a system that is based on how they can develop
learners. There should be methods to evaluate performance
of teachers from learning performance or development
of learners to have knowledge and capability instead of
EQPUKFGTCVKQPQHCECFGOKEYQTM5KOKNCTN[VJGU[UVGOVQ
assess the quality of education institute should stress on
accountability of the management that primarily revolves
around the quality of teachers and the students at their
schools.
5KPEGVJGSWCNKV[QHRGQRNGECPDGDWKNVHTQOVJGSWCNKV[
education, undeniably Thai education quality means quality
of Thai people.
If Thai education quality is not improved, Thai people
ECRCDKNKV[VQLQKP#5'#%'EQPQOKE%QOOWPKV[PGZV[GCTVJCV
has been looked forwarded to will eventually turn into a miss
of opportunity for Thailand.
49

 | Science Know-how












50









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National Center of the Performing Art

www.orchestraclub.com

P ower The Though t

51

MY
HEART
IS (not)
SHATTERED
IF LOSING

| Universe and the Unthinkables

()

52

P ower The Though t

53
























!

!!!

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54














Top Five











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7PKXGTUKV[




 













In a relationship, a third person is

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happiness can be restored.
But in nature where we can find
minuscule lives like germs or even
this gargantuan universe, everything
is interrelated like a complicated web.
Therefore, to let anything go may result
in a collapse of everything thereafter.
6CMGFWUVVJCVYGCNYC[UYKRG
off everydayif there were no dust in
the world, we would save a lot of time
cleaning up. But in reality, if we did not
have dust, the world would face
CETKUKU
Because the microscopic dusts
give weight to water vapor in the air
so that it falls to the ground in the form
of dew or rain. Therefore, we may say
that without dust, the world would be
dry; all other plants and animals would
die.
.QUKPIQPGUOCNNVJKPINKMGFWUV
is not just a small matter.
#P[YC[6JCVKUUQOGVJKPIFKUVCPV
which needs to be proved. But if
we look inside ourselves, there are
a number of things that we do not need
to have, arent there? Do you want to
argue?
What are the unnecessary parts in
our body?
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stomachache due to appendicitis,
and we need an operation to remove
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/CP[RGQRNGOC[JCXG
experienced, have friends or relatives
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VJGOQHVGPVJQWIJV9JCVCWUGNGUU
organ, if I had known this, would have
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/CP[QHVJGOYJQCTGCDQWVVQJCXG
an abdominal surgery, also tell doctors
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VQQGXGPVJQWIJVJG[
PGXGTJCXGUVQOCEJCEJG5QOGVKOGU
the doctors even propose a program to
remove it before the operation and this
is a common procedure that has been
undertaken for years.
$WVYCKV
In the past half decade,
Prof. Bill Parker, Duke University found
that the appendix is home to Peyers
Patches which are small masses of
lymphatic tissue. They form and protect
organisms in our intestine that help
us digest. In addition, they monitor
bacteria that come with food as well as




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2CKP5GTXKEG





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P ower The Though t

reboot our digestive system to function

effectively when we are affected by
cholera or dysentery.
However, the use of appendix is
far less in the developed countries,
for a chance to contract cholera or
dysentery is slim, while it still has some
benefits for humans for developing
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developed countries have very low
rates of appendicitis when compared
with Americans.
Top five useless organs
What a hurt feeling as people
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This humbleCRRGPFKZ may have
thought this for decades, but its hurt
feeling will be a lot less if it knew
that humans do not consider it
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arrector pili muscles, the tailbone and
male nipples are also another four
body organs that have been ranked in
the top five useless at present.
/QNCTVGGVJ, all primate animals
have molar teeth, except some monkey
URGEKGU4QDGTV%QTTWEEKPK5QWVJGTP
Illinois University said that for the past
four centuries, humans eat more
processed food which have been
more tender, as a result, we can see
a reduction in the number as well as
the size of human teeth. The third
molars and the last one are pushed
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longer develops their final set of molars
at present because perhaps mankind
are on an evolutionary trajectory to
losing them.
#TTGEVQTRKNNKOWUENGU are small
muscles attached to hair follicles
in mammals%QPVTCEVKQPQHVJGUG
muscles causes the hairs to stand on
end. As for birds and mammals that
have hard, soft or thorny hairs, those
will trap heat during winter or ward
the attackers off. But for humans,
our hairs are too thin to perform those
functions.

6JGVCKNDQPG at the end of spine

is an evolution of mammals which
have tails. It is an anchor point for
the muscles that holds the anus in
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more babies born with tails than those
who have six fingers or toes.
/CNGPKRRNGU Every human starts
their life with being a fetus in mothers
womb. Various organs are developed
in different stages. Before the sixth
week, the fetus will form nipples
and breast tissue, waiting for sexual
hormone to kick in the next stage.
If it gets male chromosome or Y,
then it will develop male genital organ,
but if it gets female chromosome or X,
female sexual organ will be developed.
9GOC[UC[VJCVGXGT[QPGJCUPKRRNGU
before male or female gender is
determined.
It is possible that we are now
in the process of evolution. Yet,
some unnecessary organs are not
completely gone yet; their size has
been decreasing and will disappear
naturally. This has shown us that
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6QTGOQXGKOOGFKCVGN[OC[
bring about unforeseen adverse
consequences.
Nevertheless, for some organs,
the nature has already prepared us for
TGOQXCNCUYGNN
/CP[QTICPUQHJWOCPU
demonstrate substantial capabilities
for example, lung, liver, kidney, spleen,
etc. There are many organs that have
two parts. If one is cut off, the other one
can still exist. Take spleen, even we
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survive, because we use it for only
$WVKVFQGUPQVOGCPVJCV
we can remove any organ carelessly
especially people who use their organs
heavily by uninterruptedly taking in
toxic to their lung, liver, kidney and
spleen, etc.
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the things given from the nature that
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appropriately) and what should take
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may be a vital criterion for humans to
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PQVJCXKPIVJGO

55

56













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P ower The Though t















































57

 | Innovative Idea


 
 



58





























5/5

P ower The Though t





4#%/2

/6'%

















59

 | Power for Sustainable Future

.
Building Up the Knowledge Base, Establishing PTT Forestry Institute
60

+P266)TQWRRCTVKEKRCVGF
in the one-million-rai Reforestation
KPJQPQTQH*KU/CLGUV[VJG-KPIQP
VJGCWURKEKQWUQEECUKQPQHVJGth
Anniversary of Accession to the
Throne and planted the trees to restore
degraded forest nationwide. After
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KVYCUDGUVQYGFWRQP*KU/CLGUV[

VJG-KPI

Throughout the years, the onemillion-rai
forest has immensely

contributed
to the environment,

economy and society for instance,

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sequestration with an estimated value

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and the forest products which worth

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 people.











P ower The Though t

61
















266(QTGUVKP
VJG2CTM





62

Due to the concrete success and core knowledge

accumulated from the reforestation project that has been
undertaken continuously all along with the trust that
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further extended the result of the project by establishing
266(QTGUVT[+PUVKVWVGYKVJCPCKOVQGPEQWTCIGHQTGUV
resources management in an earnest manner. It hopes
to see innovation creation as well as advocacy of core
knowledge of sustainable forest management in the society
and new generation together with promotion and cultivation
of public awareness to realize importance of forest and
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to the original objectives by planning to rejuvenate another
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of carbon dioxide per year.
6QEGNGDTCVGVJGth year Birthday Anniversary of
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VJGth Anniversary of The One-million-rai Reforestation
Project, which is regarded as the first saplings prior to
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to the visitors to pledge to prolong the royal initiatives
by taking care of forest and natural resources as well as
enjoy an easy-to-comprehend display of knowledge base,
innovation of forestation and natural resources conservation.
The visitors were thrilled to see the model of four types






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also learned other benefit of the forest apart from its role of
returning balance back to the nature i.e. a source of four
requisites for humans. There, the event presented state-ofthe-art technology for sustainable conservation of nature,
fun activities and useful facts from several famous actors
and actresses.
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MPQYNGFIGQHTGHQTGUVCVKQPQXGT[GCTUVJCVJCXGDGGP
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awareness of forest and nature conversation to flourish in
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Institute in promoting sustainable natural resources and
environment management for the future of Thailand.

Due to the core knowledge

from the reforestation
project along with the trust
that knowledge can build
a new future, PTT Group
has thus established
PTT Forestry Institute.

P ower The Though t

63

64

     

      

   

      
              

   
   



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of text, photograph or illustration, is allowed with acknowledgement.

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