26 year Young Vs 16 year Old

TheThought

The generation gap, which used to stand at 20+ years has now come down to 10 years. 
A ten year elder person, is similarly confused and surprised with a 16 year youths wants and desire  as a parent used to be with the child.

What the implications of this is and how can you as a marketer/brand manager use this to your advantage?

Period. Agree that there are things, which a 26 year old cannot figure out about the 16 year old today.
If you see the comparison, what will strike most is the way the change has taken place.
During the year 2000, a 16 year old person, wished to be like a 26 year old person, who was considered financially free, and was one among the most respected and desired in the community.
Certain aspects which helped this 26 year old to be a brand used to be, gadgets, like walkman, Sports shoes which were although limited but were able to make a mark and leave impression. So for a 16 year, this freedom was an ultimate form of desires.

Consider now, a 16 year, has much more than what a 26 year old used to have, and that's why you will witness a 26 year old wondering, " how do they behave yaar?".
You will surely have a cousin or nephew/niece, who must be doing certain things in school, which you could have never dream of.
Consider this case, a close friend of mine narrated this about her nephew.
When in school, teacher taught this little kid, to write "A", letter, and then went on to ask to write this
"10 times", he gave a incredible answer.

" Wah! khud ek baar likhe ho, aur mujhsey 10 baar likhney keh rahe ho", as in " You have written it just once, and asking me to write 10 times".

The implications of these changes are plenty and as a marketer you have an advantage if you can understand it. Let me share few:

1. In the coming age idea of fun, can never be satisfied or limited. No longer games, game zone, etc are going to give them a pump. Only something huge, magnificent, something called a purple cow, is going to take their attention. So, if your business is not doing something remarkable, extremely outlandish, your efforts are useless.

2. Innovation is the only aspect which will provide the unfair advantage. If its not innovative, its non existent for me.

3. Wow, so Cool: the term used by a 26 year young,
    Wow, so Hot; is the term used by a 16 year old.
Choose whom you wish to woe.

4. Give them an Option to share it with friends, until you do that, you are never going to be able to reach the critical mass.

5. Involve, but do not forget to Evolve. ( much more on this coming in next post).


Happy getting attention.

Gandhi the CEO- PART IV

Mahatma Gandhi realized that Indian caste system was divided into four layers, Brahmin, Vaishya, Kshtriya and Shudra. The Shudras were the most neglected, but were high in numbers.

He understood that giving importance to this specific layer, will change the dynamics and thus coined the principle of “Give everyone a stake”.

Business do no Business with other business, people do business with people. Treating everyone with respect changes the dynamics of the game, as they return it duly when the time comes.

The 12 Lessons in this chapter will enable the CEO to understand how to use this power.

Gandhi the CEO- PART IV

View more presentations from Abhinna Suresh Khare.

Jujutsu and your Business

The Thought

Jujutsu- is the collective name for japanese martial art style including armed and un armed techniques.

 The basic idea revolves around fighting the opponent without weapons.

The Jujutsu techniques were developed around the principle of using an attacker's energy against him, rather than directly opposing it.

How can today's business use these tactics and create a niche?

Jujutsu has its routes from Samurai. It comes from a word which means " Art of softness".
Today's business can use these techniques to win over their competitors.

Let me itterate it through an example.

Consider my domain " The TV  News industry".

A recent attacks of naxalites over the Chhattisgarh district, created huge waves because of which, the whole of the country's media channels concentrated on the state.

With " Zee 24 Ghante Chhattisgarh", as the primier news channel of the state, with over 70% market Share
(Source TAM), every news channel started following us.
This went upto the mark that our OB Van ( a vehicle which relays direct LIVE videos/footage was followed religiously by all channels OB where ever we went).
To use the competitors Energy against him, we directed our OB van driver to shout to his subordinate to move towards the " Dantewada", one Naxal affected area, and told our OB van driver to route back to Raipur.

By doing this, all other channels directed their force and attention expecting next attack at "Dantewada", which was not about to happen as per sources.
This deliniation caused the other news channel a loss in reporting other news, and the result is,
this week, we have become No. 1 in National Share.
Aaj Tak, Star news and India TV has taken number 2,3 and 4 respectively and we stand with 18% market share in National level.

Same tactics can be used with the subordinates and people whom are tough to be handled.

Lets take an example,

One subordinate, wants to do all the work by himself and never lets the other subordinates to him, shine and emerge as leader. Since, he is a talented worker, letting him go is not possible for the organization.

So what must be done?
To solve this trouble, Jujutsu can be used.
The opponent's ( here the Subordinate) energy is
- ability to do lots of work alone.
Our Objective: To ensure that he starts giving work and delegate responsibilities.


Solution: Promote him and give him more work and responsiblity.
              So much work that in no way can he do the work alone.
The only option which will be left with him will be to delegate.

Simple, remember Jujutsu when faced with a tough opponent.

Cheers

The Need for Speed

The Thought

With immense amount of things what has become completely scarce is attention. No longer can we expect our customers to remain focused on one thing, they want something new, something latest, some thing which pumps energy in them. The role of Business is changing, and changing big time..

There was time when Ramayan and Mahabharat were the serials which used to be the only TRP providers and thus value providers to brands.
I do recall times when, Indian Railway's installed TV in Railways station, and when Ramayan used to be aired, the trains used to get late, theft increased because people were so much engrossed in the serial, they forgot everything.
But see the condition now.
The youth are engaged in same thing, but the medium has changed. Its now Mobile.
its common to caught up with a man who is browsing his mobile standing even with a bunch of friends.
Its a common sight in meetings, to be asked to put mobile in silent mode, because they Buzz.

The Lesson is what after this?
After this, it will be silence and peace which the customer will yearn for, and any business opportunity who can give that to the customer, are going to rule the market.

There will be a day, when consumer will come to you ( your business) to seek time for himself/herself.

I sense an opportunity here.