#HOW Marketing gets the job done

1. Marketing makes your customer question if he’s indeed made the right choice with your competition. You can uproot the confidence completely at times.

2. Marketing gives your next employee a powerful incentive to join with an intent of staying. They won’t just work well – they’ll stick around, they’ll talk good about your product. And we all know what word of mouth does now don’t we? Check with Google.

3. Marketing successfully makes an ass out of your VC. These VCs cannot understand your technology differentiator. Don’t sell them one. Show em profitable differentiators – let them do the math. You may be surprised how smart they really are.

Marketing gets the job done. But marketing can’t do shit without content.

Is your marketing getting your job done? What’s been the most valuable content you’ve ever created?

Tourism and technology. And Marketing.

Dubai. Singapore. London Olympics. The Olympics.

They’re all large parties.

Dubai (8th most visited in the world) knows this – markets itself well, over 7 Million people come there every year, 450 Hotels spring up, they need software to automate, a company like Knowcross benefits. (they sell to Hospitality)

Marketing brings footfalls.

Singapore (5th most visited in the world) knows this – markets itself well, over 11 Million people come there every year, over 900 hostels, each needs to manage its room iterniary, a company like Kayako can tweak its tool to make a killing.  A web based inventory manager with social plugins.

Marketing discovers opportunities.

London Olympics 2012 – the queen knows this – hires James bond to provide masala. 8.8 Million tickets were sold and now everyone wants an App for everything. A company like Trellisys should benefit.

Marketing generates money. 

Why would you not invest in Marketing? What does Sales bring?

#Who are these 3 people

There are 3 members of the board inside us – Mr. Paranoia, Mr. Realist, Ms. Hope. Each of them pretty much decides the actions and decisions we take in our life.

Isolating them is tedious and time taking.

But once isolated, you can pretty much outcast Mr. Paranoia for every decision. Oh and in case you didn’t know ; it’s Mr.Paranoia that’s preventing you from bungee jumping, sky diving, deep water diving, and many adrenalin related activities known to us.

One of them adrenalin rushing activities is watching a Lion in his natural habitat. I was at Gir recently and this is what I saw.


#How to kill on KITE DAY

You can’t go wrong at basics – says my veteran Grandfather.

I remember we were making kites. For the first time. It was a nice winter morning and I must’ve been like 12 or something. Obviously I did it wrong. I didn’t know the Kite actually flew. The physics of it. So I was building the kite all wrong.

I was trying to make it look good. Not functional.

Thankfully I was stopped in the middle of a fiasco. By my veteran grandfather (who has fought all the wars India’s tried its hand at). Tough as a nut. Therby strong as one.

He kinda invited himself into my little party and taught us the physics behind kite flying. It was intense. Tough. Boring.Felt waste of time.

But after about an hour I realized I could now visualize the Kite while flying. So I could literally design the most optimized kite for a particular set of wind conditions. Once I understood the basics, I could literally create thousands of designs in my mind and quickly evaluate the most potent design before getting intoproduction.

I use this technique while building stories. On any keynote, on any video, on any email. I list out the basics. Go over the physics (or rules of the real world if you may). Try to visualize the nuances. Try to find reasons why the kite wouldn’t fly. And would. I go over the designs. The mockups, the wireframes, the ideas. All along I’m constantly thinking of the wind conditions.

I invest in a few options. I evaluate with no prejudice. I let my mind create a possible failure.

Unless there’s a flaw in the Basics of kite flying – I let it be taken outside and flown. But hey – don’t take my word for it. That’s me and my ways of building kites.

But more often than not – I kill on Kite Day.

Feed the Community – it’s Hungry.

In the movie Catch Me If You Can, father makes reference of 2 mice drowning in milk. One drowns and other one keeps churning – eventually walks out as the milk turns into cream.

Though my emotional mind wants to believe in this crap – the scientific part of my brain has huge advantage in this skirmish.

First – the milk. If there’s not enough fat vs. water ratio – the fluid wouldn’t churn.
Second – speed of legs. I wonder how long can a rat do it – I can’t do it forever man !
Third – the situation itself. I wonder why 2 rats would fall into a bowl of milk whose consistencies are being questioned.

Sure there are rats in business. But they don’t win by churning the milk into butter. They win by drowning the other mouse. Or whatever else is available to drown and ride over.

A community can only give back when every one has had their share. Doesn’t matter if the community is that of rats.

Feeding a hungry community is illogical.

For a flourishing community, you’d have to remove at least 1 word from the sentence above. {

1- Feeding a hungry community is illogical (they should be able to feed themselves. That’s the point of a community.)
2. Feeding (a) hungry community is illogical (If a community is hungry – it’s not a community)
3. Feeding a hungry community is illogical (Yep – the action place. It’s the eye of the storm. The reason for the flourish.)


If you’re feeding the community – you’re bang in the middle of the action. I promise.

#What is a thought leader really?

Subject matter experts are exactly that – experts on a particular subject. But that may not make them a thought leader. This is because thought leaders must have thoughts to justify their designation.

The fine difference between the two is how they talk about the problem and its challenges. A subject matter expert knows how something happens in their industry. For eg. – a subject matter expert on Business Intelligence would know the tools that can exploit data from a database and can build a mathematical algorithm to manipulate the data to generate an analytic.

A thought leader would be thinking ahead of time. If you caught her near the caffeteria, she would talk about where is the future of data interpretation. She would talk about trends. She would talk about logical deductions that she has made. Personally.

More often than not, thought leaders are like inventors. They keep coming up with new ideas and conclusions which directly or indirectly relate to the industry of which they once were subject matter experts.

Simplicity can be a curse

Our natural instinct is to disregard the unknown and fear what we don’t understand. In an environment that is very simple, complicated things are seen with skepticism. Hollywood made good money from a series based on a coke bottle falling down from a Cessna onto an African tribe that didn’t know what it was (The Gods must be crazy). There are countless examples of how individuals, teams, businesses, and even ideas that were ahead of time were either killed or outcast as the society at that time could not bite into it with ease.

Mozart, Picasso, even Galileo were all famous posthumously. Or to be politically correct – let’s say they peaked in social standing only after they passed away.

However, it’s the reverse that’s also true. In a complicated ecosystem, it’s ‘simplicity’ that becomes unknown and non-understandable. And ahead of its time. Continue reading