I have always loved to travel .. and somehow the same free time spent at home versus taking a break, even if 2 hours away at Lonavla - makes all the difference and i come back to energized, fresh. I have been telling myself lots of reasons why it works - the relaxation, away from the stress, being close to nature - whilst these are all right too, they are not the real reason, which i incidentally stumbled upon now, during one such trip.
Traveling allows the mind time for Stillness.. to just be, without the ordinary distractions. This stillness then creates the space for those many thoughts which have been loosely hanging around in the head - but never met the prioritization of everyday life - to inch out. It almost puts you back in touch with yourself. I had read about Stillness before (Elle Harrison, Wild Courage) - but suddenly it seemed to fit. Its amazing how fulfiling a good explanation can be.
Saturday, July 16, 2011
Sunday, July 10, 2011
Market Research or Marketing Rubbish
Proof, evidence, business case, returns - if yes go ahead. A marketing idea must pass many clearances before it sees the light of day (of that we shall speak another day). Evidence typically means consumer research of one form or another - and this research forms a solid base for what should be done, or not done or progressed. It's a lesser-notice, lesser-credited but key piece of the marketing process.
However, the field has not seen much progress - almost 95% of the research methodology is based on the assumption that consumers know exactly what they want, and what they don't have and sometimes even makes the fatal assumption that they are truthful and will share their honest point of view. What we need are more insightful techniques that can really mine what people think - rather than simply what can be unearthed with some good probing.For e.g. if the task is to understand why women like a clothes brand viz. another - there will be reasons like designs, affordability,quality, trusted recommendation which are of course all correct.. but the most critical reason maybe what she thinks it transforms her into, what it makes her believe about herself, what it means she is declaring to the world about herself. Today with the absence of the science of market research really having progressed, the business depends totally on the skill of the researcher, this needs to change.
However, the field has not seen much progress - almost 95% of the research methodology is based on the assumption that consumers know exactly what they want, and what they don't have and sometimes even makes the fatal assumption that they are truthful and will share their honest point of view. What we need are more insightful techniques that can really mine what people think - rather than simply what can be unearthed with some good probing.For e.g. if the task is to understand why women like a clothes brand viz. another - there will be reasons like designs, affordability,quality, trusted recommendation which are of course all correct.. but the most critical reason maybe what she thinks it transforms her into, what it makes her believe about herself, what it means she is declaring to the world about herself. Today with the absence of the science of market research really having progressed, the business depends totally on the skill of the researcher, this needs to change.
Saturday, June 18, 2011
why are people really on facebook?
Everyone is getting obsessed about facebook - Level 1 of the facebook game was seen to be being there, those who were were the "with it" ones, on the fore front of technology, uber cool. Level 2 was making friends.. this is when you started to get friend requests from people who you chose to barely interact with when they were with you body and soul, but virtually you now start connecting with. Then came level 3 and the most infectious of them all - letting the world know how eventful and perfect your life is. Many of us can identify with the rush to capture the memories(events) in life - great moments - all shared(declared) to the world. A lot of effort put in - judging holiday memories as being or not being "facebook worthy", photoshopping photos - whatever it took to be picture perfect (nearly)!. This started the voyeurism which is Level 4, and the current game on facebook.
Log on to facebook to share(show off) the life you have, check out the lives other people are leading, wonder if you thought there will ever get here, be surprised that the personal lives of many people are indeed very different from what they seem like outside (mostly far more fun and colorful than you expected) - take in all this and wonder about your own life - seems like you are not having enough fun, not going out as much, really need a holiday, need better photographs - whatever the case may be.
At its heart facebook is now down to voyeurism - this does not take away from the merit of being able to touch zillions of people instantly - because if you"ve got something to help people seem cool, they will lap it up really quickly, but that's the side deal. Its not so far away from their intended vision though "helping you connect and share with the people in your life", only in a dark sort of way.
Log on to facebook to share(show off) the life you have, check out the lives other people are leading, wonder if you thought there will ever get here, be surprised that the personal lives of many people are indeed very different from what they seem like outside (mostly far more fun and colorful than you expected) - take in all this and wonder about your own life - seems like you are not having enough fun, not going out as much, really need a holiday, need better photographs - whatever the case may be.
At its heart facebook is now down to voyeurism - this does not take away from the merit of being able to touch zillions of people instantly - because if you"ve got something to help people seem cool, they will lap it up really quickly, but that's the side deal. Its not so far away from their intended vision though "helping you connect and share with the people in your life", only in a dark sort of way.
Sunday, May 22, 2011
What is marketing really?
Philip Kotler, the erstwhile bible of marketing defines marketing as "marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others".
There was not much hope that i would remember this definition but after googling it.. i could not believe it. Really is this what i studied? This is more like my definition now "marketing is selling more to more people at a higher price" (not original, but do not remember the source or sources that enabled this clarity!) The whole world just wants to get to a better place - and marketing is the way to get them there and make money on the way.
All the product categories which really do marketing i could fit in this conundrum - anything you think does not fit? Even marketing for sponsorships for an NGO fits.. people want to feel good about being a part of a meaningful cause, of doing something for others and not being just materialistic, self focused, shallow.... and the ngo helps them do that. What do you think?
There was not much hope that i would remember this definition but after googling it.. i could not believe it. Really is this what i studied? This is more like my definition now "marketing is selling more to more people at a higher price" (not original, but do not remember the source or sources that enabled this clarity!) The whole world just wants to get to a better place - and marketing is the way to get them there and make money on the way.
All the product categories which really do marketing i could fit in this conundrum - anything you think does not fit? Even marketing for sponsorships for an NGO fits.. people want to feel good about being a part of a meaningful cause, of doing something for others and not being just materialistic, self focused, shallow.... and the ngo helps them do that. What do you think?
Are you as happy as you can be?
Why not?
Whats keeping you. You've got that great job, doing better than most people - non work things in life seem to be decently under control. Do you really have a reason to be unhappy or dissatisfied? Maybe you should look at your life through someone else's lens - would your parents find something amiss in your life?
If none of these answers throw up a big no - then really, why do you want to spend the time you have feeling unaccomplished, amiss rather than feeling fulfilled and happy. Forgive the rhetoric, but it is at the end of the day - a choice you make.
Whats keeping you. You've got that great job, doing better than most people - non work things in life seem to be decently under control. Do you really have a reason to be unhappy or dissatisfied? Maybe you should look at your life through someone else's lens - would your parents find something amiss in your life?
If none of these answers throw up a big no - then really, why do you want to spend the time you have feeling unaccomplished, amiss rather than feeling fulfilled and happy. Forgive the rhetoric, but it is at the end of the day - a choice you make.
Why i just totally love band baaja baraat?
Infectious .. thats the word for the film. It just grows on you like a parasite till by the end of it you can just help loving it! It worked for me because it was just so simple and straight and happy. Not intelligent, no multilayers, no complicated characters - just simple people, simple problem, no unnecessary distractions .. (we did not even the face of chetan, no unnecessary time was spent carving out their friends, family). It was different from the movies that have hit cinema recently. It was like one of the 70's films, in terms of the narrative being easy.
There is a lesson there also for the advertising thats getting created now -how about this recipe - simple, happy - no complications, but executed brilliantly - focus on delivering the story authentically - down to language,accent, tone. Not many directors would have risked the end dialogues, the confession of love to be this simple - but maneesh sharma just kept true to the character he had created. Maybe given that the starting expectations for the film were low (hardly any influential cast.. and remember the pre-buildup to the film, was hardly anything) and so the cast and crew could do their work in peace and there were not too many cooks!
There is a lesson there also for the advertising thats getting created now -how about this recipe - simple, happy - no complications, but executed brilliantly - focus on delivering the story authentically - down to language,accent, tone. Not many directors would have risked the end dialogues, the confession of love to be this simple - but maneesh sharma just kept true to the character he had created. Maybe given that the starting expectations for the film were low (hardly any influential cast.. and remember the pre-buildup to the film, was hardly anything) and so the cast and crew could do their work in peace and there were not too many cooks!
Sunday, May 8, 2011
Are the B-school guys the best marketeers?
What is marketing really about? What are really the key skills needed for marketing? And here i am talking about the pure marketing - which is real mix creation - product,positioning - managing the real thing(not business development which is sometimes disguised as marketing to make people feel better).
Increasingly I feel that a good marketeer, must be creative - whilst there is a complex agency network available - advertising, public relation - actually the person who is living and breathing the brand/product does have to guide the process - and if this person did have some creative skill - it would take the game to another level.
However all the traditional core marketing companies seem to hire students from business schools with marketing degrees. How about hiring kids from places like National Institute of Design, Shrishti? Imagine the out of the box thinking, the fresh perspective, the unique point of view that a person of this background would bring.
With the media blitzkrieg, an unmanageable set of choices - its impossible to get heard, so if differentiation lies at the heart of marketing - then would not someone fundamentally creative and trained even more so- be the right choice?
PS : This view if more for consumer marketing, does not apply to b2b marketing, of which i know very little!
Increasingly I feel that a good marketeer, must be creative - whilst there is a complex agency network available - advertising, public relation - actually the person who is living and breathing the brand/product does have to guide the process - and if this person did have some creative skill - it would take the game to another level.
However all the traditional core marketing companies seem to hire students from business schools with marketing degrees. How about hiring kids from places like National Institute of Design, Shrishti? Imagine the out of the box thinking, the fresh perspective, the unique point of view that a person of this background would bring.
With the media blitzkrieg, an unmanageable set of choices - its impossible to get heard, so if differentiation lies at the heart of marketing - then would not someone fundamentally creative and trained even more so- be the right choice?
PS : This view if more for consumer marketing, does not apply to b2b marketing, of which i know very little!
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