GLOCALISATION MATTERS

On a recent trip to Vadodara, India I came across a Starbucks hoarding announcing the launch of their new cafe in Vadodara. 

Instead of the usual names that they put on their cups, the hoarding mentioned endearing terms that are used all over Gujarat for known and unknown people - Kaka (Uncle), Bhai (Brother), Bapu (Elder Man), Ben (Sister), etc.

This piece of outdoor advertising brought a smile to my face. In marketing, we are always told and taught that global brands need to localize (glocalisation) to connect in a stronger way with their audience.

Here is a great example by #Starbucks, where they are going a step further in bringing the cultural nuances of a state in its advertising and communication to make people feel closer to the brand and see the #brand as their own rather than an alien brand. 

I then went to check the #Instagram handle of Starbucks India and they had very smartly used the same creative on their Instagram feed as well, bringing consistency in their messaging and reaching the audience across touch points. 

Here is a very simple yet effective lesson for all marketers out there.

PS: The hoarding picture was clicked, while sitting in a moving car, so I could not get the best shot.

POSITIVE POWER OF 30X

hashtag#Positivity spreads positivity, leading to higher productivity, greater #success and amazing efficiency. Negativity, on the other hand breeds more negativity, not helping the person, the cause or the organization.
A note for every #leader, #manager, individual performer and human being! 

#positive #vibes #lesson #behaviour #life

SUCCESSFUL LEADERS RELISH ICE!

If you want to establish your leadership presence in your organisation, irrespective of whatever level you are at, then start relishing ice. Yes, ICE:

Make efforts to #Influence Have the ability to #Connect Learn to #Engage Each of these have three behaviours that you should practice. 

You do not have to practice all nine at once. 
Start slowly and enjoy the process.

LETTING GO

The topic that I have chosen for today’s blog has some relevance in each and every one of our lives.  As human beings, emotions play a significant role in deciding our behaviour and in building relationships and attachments towards people as well as inanimate objects and things.

Quite often as someone or something becomes ours, we tend to get emotionally attached to it very strongly and the reasons for the same can be multifold. Some people or things bring joy and happiness to us, some others have a certain strong memory/memories attached to it, while some others have been acquired by putting in a lot of value (money or time or emotion or efforts).

From here on, I would like to talk about people and objects as two separate entities as each of the two has a separate emotion and value to it and it would be foolish to talk about the two in the same frame or with the same lens.

I will start with the inanimate objects first as they can be dealt with far easily than people. When I say that they can be dealt with far easily, what I mean is that one can let go off them far more easily. Yes, letting go…..two words which most of us hate to hear when it comes to things that we are very fond of. Letting go is a very strong action which requires one to be strong mentally and emotionally as letting go in most cases also means that you are accepting the fact that the thing will go away from you forever and you will not get to see it again in most cases. It is a very difficult act to perform and that is the reason we see a number of people holding on to a number of things dearly.

Let me illustrate what I am saying by a number of examples.

I have seen a number of mothers keeping the small clothes and toys of their kids, neatly folded/packed, occupying a large amount of space in their houses and cupboards even though the kid has become an adult and has left the home for a bright future. For that mother, there is no monetary value to any of these items but there is so much of nostalgia and memory attached to these items that asking her to let go off these can be very difficult.

Similarly, there are a number of women who still keep a size 26 jeans in their cupboard although they have outgrown that size a number of times over the last few years and they know it very well that they will never be able to reach that size again unless they decide to starve themselves. Yet if you were to ever ask them to let go of this jeans, the response that you will get is that she is keeping it so that she can wear it once again when she comes back to size 26.  Here again, when the woman looks at the jeans what she is actually remembering is that there were those days when she was really that slim. Nostalgia and memories once again play a big role in not allowing her to let go of her jeans.

You have a number of such cases of people keeping things that they won’t use again in future – books, clothes, toys, shoes and the list can go on.

It is always a struggle for them to let go of these possessions but sometimes you need to take that big step and just let it go as most of these things just occupy too much of space, which can be used to store or keep something else. Unless and until the emotion behind keeping that item is way too strong, you should just follow the rule of 6 and let go of these items.

Rule of 6 is an interesting rule that allows or facilitates letting go with some amount of ease. All you have to do is go through all the things that you have/own/possess every six months and ask yourself that which of these is something I have not used/worn/taken out in the last six months and put all those items aside. Once you have got them separated and if they are more than 6 items then what you can do is ask yourself that which of the 6 out of these is something I can let go off without feeling very bad. Select those 6 items and just discard them. You will feel better at this after sometime and you will also realise how much space you have got for new things and items in your life.

Now that the easy part has been talked about, let me talk about the difficult part which involves letting go of people.

Just look around and you will see a number of people who are holding on to another person even though there is no meaning left in holding on any more as there is no love or no happiness or no bond.  You see people holding on to companies (who I will consider as people) even though they are not happy there, people holding on to their partners even though the relationship or marriage has gone kaput, people holding on to friends who are really not friends but opportunists.

In most cases, people are holding on to other people and not letting go because of:

1. The time and effort that they have given – Seen mostly in case of companies, relationships and friendships
2. Kids and Social stigma – Seen mostly in case of marriages
3. Fear of the future and the unknown – Seen mostly in case of companies, relationships and marriages
4. Inertia or the mental strength – Seen mostly in case of companies and relationships

Almost all the people know when there is a genuine bond or feeling between people and when are they really holding on. There is just no point in dragging it for more time when you know that the result will be the same or worse. Of course, in the case of people, one has to try much harder and see if there is any merit and value in holding on or not before deciding the next step.

Yes, letting go in this case is not easy at all and it can really drain you out but sometimes when it has to be done it has to be done. Unfortunately there is no rule of 6 that can work in this case. The only rule that works here is asking your heart and your head whether it is worth continuing any more or will you be happy and better off outside and with that single approach, just go ahead and let go.

Familiarity in Unfamiliar Places

Offices, societies, apartment complexes, colleges. There are always faces that you see daily at these places, whom you never talk to. They are not your friends, colleagues, neighbours or a part of your gang so there is no interaction. They know about your existence and you know about theirs, but there is no interaction.

Life keeps going on and on, where you keep seeing them and they keep seeing you and that’s about it.

Suddenly, when you are out of your regular place, where you see that person daily, and you are at an unfamiliar place and you happen to see or bump into that same person, a smile comes on to your face and the same happens to the other person. Both acknowledge each other’s presence and sometimes even talk.

It is surprising to note that for days/months/years, one has been seeing the same person at the same place, but one does not talk, smile or interact with the other person, but when the same person is seen or met at a new or unfamiliar place, things change.

I just experienced something similar yesterday. I had gone to my regular supermarket for some household purchases, and the parking attendant happened to be a guy, who used to work as a security guard in my housing complex. On seeing me, he smiled and I also smiled. My immediate reaction was to ask him whether he has changed jobs that he is there and his reply was that this was just a weekend duty, which he was doing. This is the same guy, who is there on many days, when I bring my car back to my house, and he opens the gate for me and I park my car in my parking area. There had been no interaction with him before this, and yet when we met, we smiled and spoke to each other. After speaking to him, this thought of familiarity in unfamiliar places was playing in my mind continuously.

What is it at new or unfamiliar places that change our reaction on seeing a familiar place? Is it that we feel assured to see someone we know? Is it basic courtesy (which I am not sure, as then in that case, where was all the courtesy all this while?)

I do not have the answer and I think that is something researchers and behaviour analysts need to monitor and figure out.