An Idea for India….

15th August, 2008: Instead of the regular and almost ritualistic wake up trance on the Independence Day morning of watching the PM’s address from the Red Fort, this time I did something rather different.. Or indifferent I must say. It was a Friday and yes, today I would get my copy of the Economic Times, *(I don’t subscribe to it on weekends due to affordability issue – it costs Rs. 9 on Sundays). So cherishing the great opportunity of browsing through the ET early morning, I came across this masterpiece compilation in the “Corporate Dossier” supplement of the ET. 9 of India’s CEO’s had volunteered to write for the special publication. It was truly a special issue which indeed brought out the varied opinions of these CEO’s on nation building, articulating their ideas for India’s future. It was truly insightful. I’m just attempting to summarize what I gathered from their opinions with my own inputs here. Let’s see if An IDEA can change our lives….

Henry Luce, the legendary founder of TIME, called business, an instinctive exercise in foresight. So is nation building, said the learned CEOs. Let us acknowledge the fact that in the history of this world, nations sometimes find themselves on the threshold of opportunity, it is then that their adopted actions & policies that determine how successful these nations emerge as global powers. There are various such opportunities that time has given to the world. Be it the World War, Cold War, Humans going into space, birth of atomic & nuclear warfare, or the more recent global economic slowdowns. The series of events have always thrown up opportunities in times of adversities.

India is today faced with the great paradox of population. Where today every 6th person in the world is an Indian, where do we see our country going ahead into the future? We as the people of this country must decide how we want India to be positioned at the turn of the next decade. We have some inherent strength in the form of our young populations, a pervasive & strong democracy and the naturally entrepreneurial spirit of our people, but is it enough to make us a superpower in times to come? Certainly not…

Despite having one of the best democracies in the world, ironically Indian polity faces the chronic disease of opportunism & petty shortsightedness. Most of all, it is the sheer distorted priorities of leadership in this country which has posed a most ghastly scare to the nation’s progress. Just to sight an example, the CM of Maharashtra offering a Rs. 10 lakh reward to Abhinav Bindra, the millionaire shooter Kid of a millionaire father. This is not to undermine Abhinav’s magnanimous achievement in bagging an individual Gold for India, but just goes to show the completely distorted priorities of our leadership. Does Abhinav actually need that money? What does Maharashtra specifically have to do with Abhinav, who is actually a resident of Chandigarh? And then they complain that farmers are committing suicide in Vidarbha!

With the inflation at its peak, and the world facing a financial slowdown, the Government is busy making its point by proving its majority on the floor of the house, just because a handful of old fashioned red obsessed Bongo Malyali comrades thought that the Nuclear Deal is not in India’s national interest. Also if all this drama wasn’t enough, our old protagonists at nationalistic drama, the saffron brigade pull out a sensationalism & wannabe’ishness personified cash for vote sting, which was nothing short of Rakhi Sawant antics thrown in the media just to get undue attention. The Hon. Speaker of the house of Lok Sabha is suspended from his own party and bundles of notes thrown in front of the parliament. Multiple bomb blasts across Gujarat & other cities across the country are only few of the examples of the high handedness with which this country is Governed.

Nandan Nilekani, the Co Chairman of Infosys in his article (which I could relate to the most) writes that Policy Makers need to recognise that free markets and reforms in themselves can be pro poor. We do not need the glam high but brittle promises of thousands of crores of farm loan waivers. He wonderfully describes India as “Limited Access” state. The rapid growth that India witnessed over the last 2 decades is fuelling new hopes amongst Indians, for better lives, incomes and employment. But there is too much that still barricades the way. And the reason that so many Indians remain cut off from the economy is that we have yet to fully embrace what ought to be the core idea behind reforms – expanding access.

Air Deccan, a wonderful model of expanding flying experience access to marginalized people has been dumped because of the taxation policies of the Govt on Surcharge & taxes on Air Fuel & Airport development. The lack of capital means, average Indian finds it difficult to take loans to start up his business. A weak subsidy system means that poorer Indians lack any kind of safety net to take big life risks, such as attempt higher education or migrate for better jobs. Only 15% of our farmers have bank credit. With our Government run schools in dismal state and almost 90% of our populations still languishing in the underpaid, underdeveloped unorganized sector we sure have a reason to regroup and rework our strategies.

If we have to match upto the “Great American Dream” of the 1950’s and the 1960’s or walk head to head with the Chinese Great Leap of the 1970’s and 1980’s we need to expand access of basic resources to the most poorest of the poor. We need many more “Lead India” & “Teach India” campaigns. Many of us will find this goal a struggle. But then, most of our past triumphs have come after a great struggle. All our battles that we have won have been hard fought. We are seen as a country which exemplifies struggle. Now, we must ensure that the world wakes up and takes notice of the sheer power of the hopes and aspirations of 1.1 Billion people. After all, it is said, that a single idea can change your life…

I'm not the only one....

Imagine there's no heaven...
Imagine there's no heaven
It's easy if you try,
No hell below us
Above us only sky.

Imagine all the people
Living for today...
Imagine there are no countries,
It isn't hard to do
Nothing to kill or die for
And no religion too

Imagine all the people
Living life in peace...
You may say I'm a dreamer
But I'm not the only one
I hope someday you'll join us
And the world will be as one

Imagine no possessions
I wonder if you can
No need for greed or hunger..
A brotherhood of man
Imagine all the people
Sharing all the world...

You may say I'm a dreamer
But I'm not the only one
I hope someday you'll join us
And the world will live as one!!!

The Brand Called ....YOU!!

If you were an ice cream, what would you be??? A Feast - Something rough on the outside but complete mush chocolate from the inside.... or a Gelato -sinful, extravagant and something to savour and aspire for.... or then are you Ben & Jerry's - quirky, fun loving, and full of goodness... or the eternal ol' Baskin & Robbins - predictable, a little boring, but oh - so dependable?

But if you were to identify - after you stopped wondering whats wrong with me... of course with this analogy, you clearly understand the power of brands. After all, ultimately, what's an ice cream? Just a frozen confection of milk and sugar, with some additional flavours thrown in. Do a blind - taste test of all these brands, and Im sure 7 out of 10 people won't be able to tell their Gelato from Baskin's...But such is the lure of the images brands help create, that just the name is evocative of a distinctive attribute: be it class, quality or cost.

But then, you'd have to be really naive to still believe - if you did - that the brand is about the product. Branding is all about Product Perception. Its about creating an identity and image to reach the decision - preferably favourable and when that product is YOU..... Its even more critical. The branding process has to be so perfect that the decisions can't be, anything but, in your favour.

That in a nutshell, is the premise of Peter Montoya's - "The Brand Called YOU." It's being touted as the definitive guide to personal branding, which in turn is "the most powerful success & personal impact tool ever devised." A sunshine concept that I have definitely woken up to, in this world of competetive differentiating advantages.

Fulsome praise coming from me, indeed, but it begs the question: what is a PERSONAL BRAND? Montoya has appended a helpful little glossary at the end of his book. according to that, a personal brand is "a personal identity that stimulates precise, meaningful perceptions, in it's audience about the values and qualities that the person stands for, personally and professionally."

And before you ask, NO, its not the same as advertising and PR. The purpose of creating a personal brand is not to make you famous, emphasizes Montoya. It's about enhancing your sphere of influence, because that's what generates wealth. Of course, you may become famous, but that's just a welcome extra, not the ultimate goal.

A personal brand is about keeping you, and everything about you at the top - of - mind, telling people that you can create value and helping business come to you, rather than having to scout for work. it sounds like a sterile way of doing business... that's because it is!!! But it's a reflection of reality. People are commodities... just like soaps and steel - and YOU and your most valuable asset. (Ask this dude called VIJAY MALLYA... who wants to live life kingsize.... If you have any doubts on this one... or.... how about SIR RICHARD BRANSON or someone something called DONALD TRUMP!!)

Citing case studies of orthodontists, realtors, commercial photographers and personal injury lawyers, Montoya lists several strategies, from the obvious (Like having a pesonal blog, or a website, or just simple way of paying attention to the person who's talking to you!!)

Well, now I dont mean to tell you intricate details on "How to..." but would just urge you to just pause and introspect. Don't just run the rat race... as they say, that even if you win, you're still a RAT!! The world has woken up to key differentiatiors, and the theory of competitive advantage. Everyone is looking for that "Something Different"...... Remember Admiration Fades... Love Endures!!...... Products Sell... Brand Live On...

Let you... the "BRAND YOU" live on in the minds of everyone around you, by doing the ordinary things which often lead to extra ordinary results, something small like wishing people on special days, sending them personalised e mail / greeting rather than just a "fwd" which all of us hate to see in our mailbox. A pleasant SMS or phone call to your long lost friend or an acquaintance. A birthday greeting to your customer / boss / co worker will definitely go a long way in moulding a legendary BRAND YOU...

I don't want to preach any futher, else I'd come accross like a mother sending her child off to boarding school: But yea, Montoya, through his book doesn't just hold your hand, he clutches it and drags you UP, from your current state of being!! Of Course... if you're good, you'll get the Ice Cream too!!!