Want to be a Good Leader? - "Lead by Example, Not by Extortion"!

I got a short message in my mobile phone today morning which says, " If your actions inspire others to dream more, learn more, do more and become more, you are a leader.” This is the famous quote from former American President, John Quincy Adams. What a simple way of defining a " leader "! When we zoom in, it takes us to an interesting topic, " leading by example ".

As leaders, we have a choice either to lead by example or by extortion. Leadership by its nature bestows us with powers and many of us lead by enforcing the powers and influence we have. But we forget the fact that leadership by extortion don't make people to follow us but probably chase them away from us. When we set a good example through values, we illustrate the behavior we expect from others as they interact with each other and conduct their business.

We all have read the saying, "practice what you preach, do not preach what you do not practice". The statement explains it all when it comes to effectively leading by example. If we want to be efficient leaders, we need to “walk the talk” and not only “talk the talk”. Interestingly, there are two types of leaders: Those that lead by their words, and those who lead by their actions. The ones who lead by their actions are leaders who lead by example, or getting people to follow them based on what they do, and not what they tell others to do.

Let me share with you today an inspiring true story from the life of Mahatma Gandhi which tells us how important it is to lead by example. The story is about Mahatma Gandhi trying to counsel a child for removing a bad habit.

One day a lady came to Mahatma Gandhi with her 10 year old son. She told Gandhiji, " my son has a bad habit of eating a lot of jaggery ( a special kind of Indian sweet ). I have been telling him to reduce eating jaggery but he does not listen to me. Mahatma ji, the whole nation listens to you and you are a revered personality. I am sure my son too will follow your advice. Please tell him not to eat too much of jaggery."

Mahatma Gandhi thought for a while and asked the lady to bring her son again after a week. After a week , the lady again took her son to Mahatma. Mahatma Gandhi put his hand on the head of the boy and told him, "My dear child, don't eat jaggery too much. It can be harmful".

The conversation ended. The puzzled lady asked Mahatma, " Bappu, this was simple. You could have told him the same thing last week itself !! Why you made us come again after a week ?" Mahatma told the lady," I myself used to take jaggery till last week. I needed a weeks' time to quit eating jaggery so that I could counsel your son with conviction".

That's Mahatma Gandhi ! No wonder, he lead millions and walked our country to independence with his simple leadership style - leading by example! Many great leaders of the past walk the talk. Another example is Winston Churchill, who led his country to victory by uniting and inspiring the whole of Britain. The truth is, effective leadership does not come easy. An effective leader is someone who earns respect, not someone who demands it.

Paramahamsa Sri Nithyananda says, Leadership is not a quality. It is an experience that an individual who has undergone personal growth and transformation radiates. He says, Leadership is a state not a status. Most of us achieve the status of a leader, but not the state. State is totally different from status. Status comes from society. When he use the word 'state' he mean our inner space. Our inner space should be matured enough to handle the responsibility, which we assume.

The question is, how do we most effectively lead by example? No doubt, leading by example boosts morale, and it helps us gain a sense of control over those we are managing. When we are willing to get our hands dirty to show others what has to be done, we are not only making people respect us, but we are helping others learn skills that they will need to be better employees as well.

Let me take you through some simple tips which can help us to lead by example.

1) Think before we talk : Think before we speak or act. As a leader, our words and actions will be looked upon and criticized or emulated by others. People want to believe in their leaders.

2) Believe in ourselves : Believe in what we do and do what we love. If we don't believe in our goals, then convincing others that they should work towards them will be very hard.

3) Be fair & honest : Treat others as we would like them to treat us. If we treat others fairly and justly, we can expect that they will treat us the same. If we treat them unjustly, expect that they will treat us unfavorably. A good leader is honest and respectful.

4) Be pro-active : Create chances and be pro-active. Don't wait for opportunities to come to us. Being pro-active instead of reactive enables us to be ready for difficult situations and take advantage of positive circumstances.

5) Give our ears : Listen to others. Listening is a key communication tool. Showing others that we are interested in what they have to stay will help gain their respect. If they don't respect us, they won't want to follow our lead.

6) Decision making : Stay firm in our decisions. If we aren't committed to our decisions, we can't expect others to be committed to theirs.

7) Be a team player : Stand behind our team. If a team member makes a mistake, take the blame for the mistake. Don't point fingers. Figure out why the mistake was made and how it could be prevented in the future.

8) Be a role model : We have to speak the part, dress the part, act the part, smile, be appropriate and do not complain. Sounds difficult, but we have to build up our reputation as a strong and well balanced leader that others will want to emulate.

9) Be Positive : Be consistent and do so with a positive attitude. Being fair with everyone and if someone needs to be corrected for something then do so in private.

10) Take care of ourselves : Of course to be productive as a leader, we must take care of ourselves and find a healthy balance. That balance differs from one person to the next, so finding our own will be up to us. Take care of our mind, body and soul to create a positive person.

It is said that, great leadership takes strength of character and a firm commitment to do the right thing, at the right time, for the right reason. Which means, doing what we say, when we say it. If our team can't trust us, we'll probably never lead them to greatness. I am sure, leading - and living - by example isn't as hard as it might sound. It's really the easiest path. If our team knows that we'll also do whatever we expect from them, they'll likely work hard to help us achieve our goals.

Remember, great leaders model how they want to be, to their people thus developing a level of relationship which is truly astounding - be ourselves, be natural and enjoy our work and our life - and be prepared to show it!

How about making our organization filled up with "inspired people" in an "inspiring atmosphere" led by an "inspirational leader"? Let's be a leader who knows the way, goes the way and shows the way - A leader who leads by example not by extortion!

Shamim

Visit : winnerinyou.in

Mobile Phone - " The New External Human Organ ! "

A friend of mine recently quoted to me, he lost his Mobile phone for a while and till he got it back he felt as if he lost a vital body part ! Well, it's true with many of us, Mobile phones whether we like it or not has become a part of our body. If it's missing we feel isolated, If it's not ringing for a long time, we will check our phone, " something wrong? " No doubt, Mobile phone revolution is probably the most important tech development of the past two decades.

Incidentally, I started my Sales career in Mobile phone Industry during late 90's and it was really tough selling a Mobile phone connection those days since it was a concept selling. I still remember the then C.E.O of Escotel Mobile Communications Ltd., Mr.Manoj Kohli's words, " A day will come where our people will not be able to live their lives without Mobile phones " . Time proved it - we are addicted to Mobile phones and today with the advent of mobile phones and international connectivity, the world is indeed shrinking rather making " geography a history "!

It's true that mobile communication provides many benefits, including convenience, flexibility and personal security, but sometimes it can be intrusive to others. One of the biggest social issues with Mobile phones is privacy. The fact is, we have become so accustomed to using our phones for everyday tasks - talking to friends, running our business, keeping up to date with news, events etc. But we don't realize that, Mobile phones are at times a distraction for us and others. I fear, an epidemic of inconsiderate Mobile phone use has given the device a bad reputation.

At times, Mobile phones turn people into rude non-connective human beings. Text messaging, E-mail, Internet - Mobile phone capabilities are amazing, however, many people have forgotten their manners when they use Mobile phones. Look around - A Rude Mobile phone user is everywhere - driving in cars, walking on the street, in Cafes and Restaurants and even at the adjacent cubicle at work place.

We live in a time where, many of us need to answer calls when they come in, no matter where or when because people expect us to answer their calls. We even need to make calls no matter where or when because people are expecting us to be able to carry on our business no matter where we are. The fact is some people use their Mobile phones politely and effectively. But some need a helping hand. Often without realizing it, some phone owners alienate and irritate those around them by the way they use their Mobile phones.

Mobile phone rings in Cinema Theatres, Restaurants and other public places are really annoying the people around. On the other hand unsolicited calls from Telemarketing Executives have become a nuisance for every single Mobile phone user.

I guess it's time for us to use Mobile phones with certain degree of etiquette especially in places where we might appear impolite if we use or even when our Mobile phone rings. The underlying principle of any good manners is the thoughtful consideration of the interests and feelings of others. Given with the fact that, Mobile phone has become the most important business communication tool, we need to understand, if we don't set proper etiquette, it can lead to misunderstandings, bad impressions, anger and some times embarrassment.

In this article let me try to explore the Mobile phone etiquette, discovering that it is as often our unconscious actions that are bad manners, as our more obvious errors.

1. Know the basics : Be prepared when we answer the call or make a call - before we even touch the phone. Speak clearly that the other person can hear our voice properly. Always stick to the subject than wasting time beating around the bush. Most importantly, know how to use the equipment properly. Saying, " sorry, I haven't a clue how to use this phone " or cutting someone off mid-sentence are signs of incompetence.

2. Have presence of mind : Be always alert. Let's don't stay on the phone and ignore someone waiting to talk to us. Take a call only if it won't interrupt. Generally, don't accept calls during lunch, dinner, a movie or when we are in an important meeting. Excuse ourselves if we must take a call. Remember to carry on one conversation at a time. Let's don't attempt to talk on the phone and with another person simultaneously.

3. Have control when we talk in public places : Let's keep our volume under control. If we are a loud talker, then we will need to learn how to speak quietly on the phone. Remember, the whole world isn't interested in our phone conversation, so the less of it they can hear, the better ! Never speak on our phone in a public place while on speaker phone .Turn off our Mobile phone before entering Movie Theaters, Worship places, Restaurants, Public Transportation or any other place where it may be irritating and disruptive to others. If we don't wish to turn it off it's better to set our phone's ringer to vibration or silent mode.

4. Respect others time & privacy : Let's not make or take calls while we are out to dinner with others. It is so rude to be on the phone when we are at dinner with others. Think about how we would feel if someone invited us over to their house for dinner and then they proceed to talk on the phone throughout the whole dinner. It is also important that, we don't continuously check our phone while out with others. Checking our Mobile phone repeatedly while we are out with others will leave them feeling like we have something better to do. Another important thing, some people don't like to be photographed. When using a camera phone it’s important to respect the rights of others and not to intrude on their privacy.

5. Ring tone - Make it pleasant : We know unattended Mobile phones and left to ring out with annoying jingles, both cause major distractions especially in public places and offices. I read recently that, irritating Mobile phone rings have been voted the top ten workplace annoyances ! It is better to set the ring tone at a low level with a tune that is soft, gentle or put it in to vibration / silent mode in any situation like a Worship place, a Hospital or a School or a Meeting where a ringing sound would prove disturbing to other people.

6. One thing at a time - No Multi-Tasking : Among us, some people are better at juggling many tasks at the same time than others, but there are some things in life that deserve our full attention. The busy person multi-tasking at a desk can be a wonderful model of efficiency, handling - phone, keyboard, coffee cup and remote control all at the same time, but at other times, multi-tasking can be hazardous, rude and inefficient. Talking over phone and doing several things together will invite error in all the things we do and it's better to avoid it.

7. Switch off Mobile phone where it is prohibited to use : It goes without saying inside Aircraft it is mandatory to switch off our Mobile phones. We will almost certainly be reminded by the cabin crew, we must switch off our mobile phone since Aircraft contain electronic devices, some of which may be sensitive to interference. People are asked to switch off mobiles in some areas of Hospitals, as a precaution to avoid interference with sensitive equipment's. There could be several other places where the Mobile phones are prohibited to use, watch the board, follow the law !

8. Avoid Mobile phone while driving : It's said that Mobile phones can kill. No, I am not talking about frying our brain by constantly using it. I am talking about using our phones while driving. It can be a killer. People using Mobile phones while driving are much less attentive to the road and road conditions rather we can say they have one ear and eye on their conversation and one on the road ! Remember, it can kill them & us !

9. Time - No Mobile phone before it's time : The question is, do we really want to be accessible for anyone and everyone on a twenty-four/seven basis? The fact is, the more available we make ourselves; the more available everybody will anticipate us to be. By making ourselves available day in and day out, we create our own nightmare! It's better to fix the time when to turn the phone on or off. The Mobile phone will continue chasing us on all the time in all places regardless of the situation. Remember, we need some private time with our family with out the disturbance of calls.

Hope you feel that the above thoughtful use of our Mobile phone – or in other words the correct Mobile phone etiquette – is important both in considering others and helping to keep us and those around us happy and safe. I also feel it's time for the Mobile Service Operators to provide a leaflet on Mobile phone etiquette along with the regular Mobile phone user / service manual.

No doubt, worldwide the Mobile phone users are growing fast and today the Mobile phone is not just a communication gadget, but a Music System, a Digital Camera, a Mini Computer with Internet connectivity, and it's even a Television. All these features eliminates the need for carrying different gadgets and no wonder it has become an external human body part for many of us !

When the whole world is getting connected and more and more people are getting hooked to Mobile phones, don't you think it is important for us to realize that being unmannered isn't part of modernness? Let's abide by certain degree of etiquette, which will be really useful to us and our society. We can't let the Mobile phone etiquette to be a forgotten concept any more and we need to help every Mobile phone users to use it politely and effectively.

I am fully geared up to take that call, how about you?

Shamim

Procrastination - " The Real Villain in Time Management "

Are you always short of time? Do you wish you had more than 24 hours in a day? Well, if you make a list of things which leads to your poor time management, you will find a monster in it - Procrastination!

Procrastination has become one of the biggest challenges for professionals and individuals alike in managing time. The word procrastination comes from the Latin word, ‘Pro’ meaning “in favour of” and ‘Cras’ meaning “tomorrow”. It is defined therefore as “The act or the habit of delaying or putting things off’. No doubt it is a one way ticket to stress, guilt and overwhelm.

Let me share a funny story I read which can be linked with procrastination and it's impact. It's the story of a turtle family. The family consists of Dad, Mom and the Baby turtle. The Baby turtle was very lazy and always postpones anything and everything assigned to him.

One day Mom, Dad and Baby turtle go on a picnic. When they arrive at the park, it appears that it’s about to rain. Mom turtle asks Baby turtle to run home and get an umbrella so that they can enjoy the picnic as planned, rain or shine.

Baby turtle as always said, " No I can't go, why don't you go and get it? ". Dad turtle got annoyed and gives the Baby turtle an angry look. With a pale face Baby turtle finally said, “If I go home and get the umbrella, do you promise you won't start lunch without me?” Mom turtle assures Baby turtle that they will wait for him before eating.

With this confirmation, Baby turtle leaves. Ten minutes go by and Baby turtle has not returned. An hour passes. A full day. Neither Mom or Dad turtle have eaten anything and become very hungry. They wonder what is taking Baby turtle so long, and hope he is okay.

Finally, Mom turtle says to Dad turtle, “Well, he hasn't come back yet. We might as well eat something.” At which point Baby turtle pokes his head out from behind a tree and screams, “If you eat, I won't go! I know you will do this, that's why I was hiding and watching what you will do! ”

Now, I know this is a silly story, but there is some important message in this story. The lesson is in the fact that Baby turtle reminds many of us and our habit of procrastination. His mom told him they would wait for him, but he chose to hide behind a tree and take rest. He wasted everyone’s time, and ruined the picnic that was planned, all because he was lazy and did not take the action required of him.

The question is how can we stop procrastination? If procrastination is a problem for us, it is important that we learn tools to handle our procrastination. Procrastination occurs when we are faced with too many decisions and are unable to complete matters of importance. There are many reasons why we avoid doing things, sometimes it seems strange that, we know what we have to do to be successful but we don't do it.

Mark Twain once said that, if the first thing you do each morning is to eat a live frog, you can go through the day with the satisfaction of knowing that it is probably the worst thing that is going to happen to you all day long! In his best seller book, " Eat That Frog", Brain Tracy talks about several ways to stop procrastination. He says, our " frog " is our biggest, " most important task ", the one we are most likely to procrastinate on if we don't do something about it. It might be the one task that can have the greatest positive impact on our life and results.

Hence the first rule of frog eating is this : if you have to eat two frogs, eat the ugliest one first! This is another way of saying that if we have two important tasks before us, start with the biggest, hardest, and most the important one first. The second rule of frog eating is: if we have to eat a live frog at all, it doesn't pay to sit and look at it for very long!

The key to happiness, satisfaction, great success and a wonderful feeling of personal power and effectiveness is for us to develop the habit of eating our frog first thing each day when we start work. Brian Tracy says this is a learnable skill and we can acquire it through practice. According to him here are the great ways to stop procrastinating and get more things done faster :

1. Set the Table : Decide exactly what we want. Write out our goals and objectives before we begin.

2. Plan every day in advance : Think on paper. Every minute we spend in planning can save our five or ten minutes in execution.

3. Apply the 80/20 rule to everything : 20% of our activities will account for 80% of our results. Always concentrate our efforts on that top 20%.

4. Practice creative procrastination : Since we can't do everything, we must learn to deliberately put off those tasks that are of low value so that we have enough time to do the few things that really count.

5. Focus on key result areas : Identify and determine those results that we absolutely, positively have to get to do our job well, and work on all day long.

6. The law of three : Identify the three things we do in our work that account for 90% of our contribution, and focus on getting them done before anything else.

7. Prepare thoroughly before we begin : Have everything we need at hand before we start. Assemble all papers, information, tools, work materials etc. we might require so we can get started and keep going.

8. Take it one oil barrel at a time : We can accomplish the biggest and most complicated job if we just complete it one step at a time.

9. Leverage our key skills : The more knowledgeable and skilled we become at our key tasks, the faster we start them and the sooner we get them done.

10. Identify our key constraints : Determine the bottlenecks or choke points, internal or external, that set the speed at which we achieve our most important goals, and focus on alleviating them.

11. Put the pressure on ourselves : Imagine that we have to leave town for a month, and work as if we had to get all our major tasks completed before we leave.

12. Motivate ourselves into action : Be our own cheer leader. Look for the good in every situation. Focus on solution than problem.

13. Get out of the technological time sinks : Use technology to improve the quality of our communications, but do not allow ourselves to become a slave to it.

14. Slice and dice the task : Break large, complex tasks down into bite-sized pieces, and then do just one small part of the task to get started.

15. Develop a sense of urgency : Make a habit of moving fast on our key tasks. Become known as a person who does things quickly and well.

I am sure you must have come across several articles teaching us how to stop procrastination. Sometimes, we follow it, and some other times we loose track after a certain time. It's all about being disciplined and strong willed regarding managing this crucial aspect of our life in an efficient way. The best way to do it is just start the new regime with immediate effect. Once we are successful in overcoming procrastination - " the villain in time management ", we will find more time at our disposal and we will emerge as a winner in every phase of our life.

In the epic " Mahabharatha ", addressing King Yudhishthira, Bhishma said, " the one that provides for the future, and the one who possesses the presence of mind, always enjoys happiness. The man of procrastination, however, is the looser ".

So unlike the Baby turtle, I'm on my way to get that umbrella, and I can't wait to return to a feast with those I love. I better get on it, as they are hungry and waiting on me!

How about you?

Shamim
Visit : www.winnerinyou.in

Ways to stop procrastination adapted from: " Eat That Frog " By Brian Tracy

ANGER - " The Human Suicide Bomb! "

Do you get angry often in your life that makes you loose focus on what is right and wrong? Is there been a time that you failed to see reason because you were very angry at something or someone? Do you scream at your spouse / children / friends / subordinates when you are angry? Welcome to the party - you are one among millions who are victims of this much devastating emotional volatility which is as good as a human bomb ready to explode any time!

Unfortunately this deadly virus in us harm us badly - with stress, high blood pressure, relationship getting spoiled, at times even getting isolated among friends, colleagues & family. Anger makes us to forget who we are, what we are, to whom we are talking and why we are talking. Interestingly once we take out our anger by way of screaming at some one, most of us regret- "oh god i should have controlled my tongue!" We fail to understand anger is a double-edged sword that can inflict us with personal pain in the same way it does pain others.

Let me share a short story which I have read recently on how anger can damage us and others.This story is about a father and his son. The little boy had a bad temper and the father decided to find a solution for this. One day his father gave him a bag of nails and told him that every time he lost his temper, to hammer a nail in the back fence. The first day the boy had driven 37 nails into the fence.

Then it gradually dwindled down. He discovered it was easier to hold his temper than to drive those nails into the fence. Finally the day came when the boy didn't lose his temper at all. He told his father about it and the father suggested that the boy now pull out one nail for each day that he was able to hold his temper.

The days passed and the young boy was finally able to tell his father that all the nails were gone. The father took his son by the hand and led him to the fence.

He said, "You have done well, my son, but look at the holes in the fence. The fence will never be the same. When you say things in anger, they leave a scar just like this one. You can put a knife in a man and draw it out. It won't matter how many times you say " I'm sorry', the wound is still there."

A simple story- but is it pinching us some where? It will ! When we look back and count, many a times we have created lot of such holes and conveniently forgotten about it. Our inability to control our anger would have created several wounds in others and we never realize it !

"Speaking when angry" is one of the bad habit which holds us back from success says, Marshall Goldsmith in his bestseller book, " What Got You Here Won't Get You There ". Anger has its value as a management tool. But this emotional volatility is not the most reliable leadership tool. When we get angry, we are usually out of control. It's hard to lead people when we have lost control. We may think we have a handle on our temper, that we can use our spontaneous rages to manipulate and motivate people. But its very hard to predict how people will react to our anger.

The worst thing about anger is that, it restrain our ability to change. Once we get a reputation for emotional volatility, we are branded for life! If we are an angry leader, we have a special place in the minds of our colleagues. When they talk about us, the first words out of their mouth are, " I hear he has a temper "

Can we stop getting angry?

Its a billion dollar question ! Marshall Goldsmith tells us a good story in his book about a young farmer who was going upstream in his boat through a river to deliver his produce to the village. The young farmer was in a hurry. It was a hot day and he wanted to make his delivery and get home before dark. As he looked ahead, he spotted another boat, heading rapidly downstream towards his boat. This boat seemed to be making every effort to hit him. He rowed furiously to get out of the way, but it didn't seem to help.

He yelled at the other boat, " change direction, you idiot! You are going to hit me. The river is wide. Be careful!" His screaming was to no avail. The other boat hit his boat and he was enraged as he stood up and cried out to the other boat, " You moron! How could you manage to hit my boat in the middle of this wide river? What is wrong with you? "

As he looked at the other boat, he realized that there was no one in the other boat. He was screaming at an empty boat which was going downstream with the current!

The lesson is simple- There is never anyone in the other boat. When we are angry, we are screaming at an empty boat! All of us have people in our lives who dive us crazy, whom we hate with a passion. The best course of action for dealing with people like this is not let them make us angry. Getting angry doesn't improve the situation and life's too short to waste on feeling bad. It can only help us to loose our reputation as a person who gets always angry. When we are angry, if we keep our mouth shut, no one can ever know how we really feel !

There are thousands of books, articles and websites which tells us how to control the anger. But let me try to give the most simple and the best among all these I have read. Paul Deeds of Crystal Concepts suggests, when the anger runs through our blood streams, try doing the following :

1) Calm Ourselves : Take a deep breath, picture a relaxing scene we like and tell ourselves," relax,take it easy "

2) Think twice before we say anything : When angry, it is easy to start cursing or saying wild things to our target. Pause a while and think is it worth picking up this fight. Is it better to be silent?

3) Take a small walk : Walking makes our brain to release endorphins which gives a sense of well being and makes us relax.

4) Work with people who made us angry : Do this when we are calm to make sure that the person or people who have angered us will also be calm. This way, we will all be able to focus on the problems at hand.

5) Don't hold grudges : Be forgiving to the people who have angered us. This is a great way to show them that we are not angry anymore. But don't think that the other people will follow our example. It is unrealistic to think that all people should behave the same way like us.

6) Make an " Anger Log Book " : Write down all situations that set us off in an "anger logbook". This keeps track of our reactions to everyday situations. This is a very useful tool in keeping our anger in check as we can review the situation and try to solve it on a latter date.

7) Learn some relaxation skills : Learning relaxation techniques like deep breathing exercise or meditation or yoga can help us to control our anger.

8) Let go our anger : Now that we have our anger under control, we can start expressing it without damaging any relationships or properties. Always remember, anger can really damage our health and its better we let it go than bringing our blood pressure up.

So next time when you start to speak out of anger, better you look in the mirror. In every case you will find that the root of your rage is not "out there" but "in here". You are no more a human bomb who carries anger- the deadly weapon which is the biggest obstacle to our personal and professional success .

Keep smiling and welcome to the " anger free world " !

Shamim

Our Employees- " The Most Valuable Intangible Assets "

1st April - Corporate India is heading to yet another Financial Year beginning! Companies across India would have finished their stock taking (measuring the quantities of stock held) of raw materials, semi-finished goods, finished goods, capital goods etc. on 31st March. This stock will find a place in the last years Financial Statement as Closing Stock and current year Financial Statement as Opening Stock.

While starting the journey to another financial year, let me raise an interesting question to the Corporate world- along with the stock taking of our physical goods, don't you feel its important to take the stock of skills level of the most valuable asset in our Organization - the Human Asset?

It goes with out saying human asset is the key intangible asset for any organization. In today's dynamic world, it is the human assets and not the fixed or movable assets that differentiate any organization from its competitors! If so,during last financial year ending, how many of us have taken the stock of skills level of our human assets?

" Our ASSETS walk out of the door each evening. We have to make sure that they come back the next morning," says Narayana Murthy, Non-Executive Chairman and Chief Mentor of Infosys. In today’s knowledge economy, the single most important and powerful factor that differentiates one organization from another is the Human Resources (HR) or Human Assets.

While humans can be physically replaced, the skill-sets and knowledge of a person leaving an organization cannot be exactly replaced by the successor. It is widely held among business decision-makers that the skill of employees account for 85% of a company's assets. Employee skills determine the speed and success of organizations.

Most of our employees are hired to do specific functions based on current need. As the strategic direction of our organization changes, these employees (human assets) yield less and less. In other cases, employees hired for a specific function never have their full capabilities assessed or explored. Further, there is a general inability to quantify the capacity of human resources. Consequently, the organization cannot effectively determine when it has reached its affordable human asset capacity level.

It is also important for us to understand that the skill sets of our employees helped us to reach certain targets during the last financial year. It is obvious that we will set an ambitious target during this financial year probably with the same set of employees. Remember, the skills level of our people enabled us to reach here but is it enough to take us to the next level? Should we take the stock levels of skill sets they possess and address the gap if any? I believe performing a skill gap analysis will help organization to understand gaps in performance and possible areas for training and development.

Once the benchmark of critical and preferred competencies is established for the role, the employee and the manager can assess the level of proficiency for each competency. According to Joni Rose, a skill gap analyst, this can be accomplished using one, or preferably a combination, of the following techniques:

Performance Reviews – a standard performance review usually includes a discussion between the employee and his or her manager to assess the competency proficiency. A strategy for professional development to allow the employee to improve their performance or improve their chances of a promotion can be included in the review.

Interviews – interviewing managers and employees with open ended questions allows for qualitative data to be accumulated. Resistant attitudes, misconceptions and other barriers to good performance may be revealed using this methodology that may not be revealed during a manager-employee performance review conversation.

Customer Feedback – if customers or stakeholders can be surveyed or interviewed they can be a great source of feedback on the performance of a group of employees or individual employees.

Performance Tests – certain skills can be tested using standardized tests and metrics can be measured to provide quantitative data (multiple choice, fill in the blank etc.) of performance levels.

Audits – A checklist of operational standards can be made and employees can be checked against the list.

Once the skills gap have been identified, strategies for closing the gaps can be determined. Strategies include training (if a lack of knowledge is apparent), job role reassignment (transfers, portfolio changes), allocation of new resources, improvement of rewards and incentives, goal setting, or termination (if the fit can not be corrected by other means).

As our employees talent, ability, and grasp of the business improve, some group members are likely to realize their own high growth potential. We will probably suffer minor setbacks when losing a valuable team member to a better job or even another company. Be happy; this is one of the best indications that we are giving our employees important skills.

By helping employees to scale up their critical skills, we will be able to establish skills accountability and foster continuous learning - a key strength in today's marketplace of constantly changing environment. Lets create and promote a culture of knowledge and innovation in our organization, and respect Human Asset - the most valuable Intangible Asset.

While wishing you a successful financial year ahead, let me remind you to take the stock of skills level of your employees and fill the gap if any! Do visit my website www.winnerinyou.in for more!

Shamim

The Geese Story - Team Building & Leadership Lessons from Nature!

Yesterday evening I was enjoying the weather (finally it was raining for a moment in the mid of summer) from my backyard and I could hear a funny sound coming from the big pond behind my house compound wall. So like any curious person I rushed out to see what the sound was. Sure enough there was a family of Geese trying to cross the pond. It was so beautiful to see the Geese in the evening sunshine and I have never seen them so close.

This group of Geese reminded me the wonderful story which I use for training to learn the basics of Team building & Leadership.Well, is there any link between the Geese & Team building ?

We know Team building skills are critical for our effectiveness as a Manager or Entrepreneur. People in every workplace talk about building the team, working as a team, but few understand how to create the experience of team work or how to develop an effective team. Belonging to a team, in the broadest sense, is a result of feeling part of something larger than yourself.

We do have some lessons from Geese which provides a perfect example of the importance of team work and how it can have a profound and powerful effect on any form of personal or business endeavor. Geese take full advantage of the power of their group, sharing leadership responsibilities and flying in a structure that enables the flock to leverage the strength and power of its individual members, sometimes numbering in to thousands. It is said that the Geese can make an annual round trip journey of more than 5,000 miles at a speed of 50 mph or more!

I am sure the Team building & Leadership lessons from the geese can be helpful in our workplaces. Lessons from Geese was originally transcribed from a speech given by Angeles Arrien and was based on the work of Milton Olson.We can use the following five lessons in our personal and business life and it will help us to foster and encourage a level of passion and energy in ourselves, as well as those who are our friends, associates or team members.

Lesson 1 - The Importance of Achieving Goals

As each goose flaps its wings it creates an "UPLIFT" for the birds that follow. By flying in a 'V' formation the whole flock adds 71 percent extra to the flying range.

Outcome : When we have a sense of community and focus, we create trust and can help each other to achieve our goals.

Lesson 2 - The Importance of Team Work

When a goose falls out of formation it suddenly feels the drag and resistance of flying alone. It quickly moves back to take advantage of the lifting power of the birds in front.

Outcome : If we had as much sense as geese we would stay in formation with those headed where we want to go. We are willing to accept their help and give our help to others.

Lesson 3 - The Importance of Sharing

When a goose tires of flying up front it drops back into formation and another goose flies to the point position.

Outcome : It pays to take turns doing the hard tasks. We should respect and protect each other's unique arrangement of skills, capabilities, talents and resources.

Lesson 4 - The Importance of Empathy and Understanding

When a goose gets sick, two geese drop out of formation and follow it down to the ground to help and protect it.

Outcome : If we have as much sense as geese we will stand by each other in difficult times, as well as when we are strong.

Lesson 5 - The Importance of Encouragement

Geese flying in formation 'HONK' to encourage those up front to keep up with their speed.

Outcome : We need to make sure our honking is encouraging. In groups and teams where there is encouragement, productivity is much greater. 'Individual empowerment results from quality honking'.

I'm quite sure our fine feathered friends, the geese don't spend a millisecond thinking about the Team building & Leadership lessons they provide. They teach us that we can accomplish more when we work together as a team. Individual talent, as impressive as it may be, will only be multiplied when that person joins forces with others.

People who share a common vision, mission, and purpose, like the geese, attain that goal faster and more efficiently when they work together. Just as the geese generate thrust as they travel together, our team's thrust will allow us to accomplish more when we stay together. The geese also teach us that staying in formation gives a bonding and makes it better than going alone. Unity in the workplace is defined not by a pat on the back when we succeed, but in lifting up a team member's hand when he is down. A unified team wants everyone to succeed.

Finally, the geese teach us that someone has to take the lead and someone has to honk from behind. Each team member brings different skills and abilities to accomplish the goals. Sometimes, we may be the person to bring the team to victory. At times, someone else may have the right talent and skills to accomplish the mission, and therefore we must fly in formation from the back; honking our support with enthusiasm.

So, the next time you see geese flying above, take a moment to remind yourself just how smart they are, and what we can learn from them. The geese teach us to work as a team, work together in unity, share the hard jobs when it comes to leading, and honk from behind to encourage others.

What does your honk say about you? Don't forget to visit my website www.winnerinyou.in for more!

Shamim

Think Positive - Make Life Better !

Is our glass half-full or half-empty? On those days when nothing in our life seems to be going right, it can be really tough to see the silver lining among all those clouds. However, it's during these times when the ability to see the good in even the worst situations is so important. A positive attitude benefits not only our mental health, but your physical well-being as well.

Helen Keller says, " When one door of happiness closes, another opens; but often we look so long at the closed door that we do not see the one which has been opened for us ". This is very true and most of us are victims of this. To make it clear let me share a simple but good story which I came across reminding us of the choice we have to think- positive or negative.

There was once an old lady who cried all the time. Her elder daughter was married to an umbrella merchant while the younger daughter was the wife of a noodle vendor. On sunny days, she worried, "Oh no! The weather is so nice and sunny. No one is going to buy any umbrellas. What will happen if the shop has to be closed?" These worries made her sad. She just could not help but cry. When it rained, she would cry for the younger daughter. She thought, "Oh no! My younger daughter is married to a noodle vendor. You cannot dry noodles without the sun. Now there will be no noodles to sell. What should we do?" As a result, the old lady lived in sorrow everyday. Whether sunny or rainy, she grieved for one of her daughters. Her neighbors could not console her and jokingly called her "the crying lady."

One day, she met a monk. He was very curious as to why she was always crying. She explained the problem to him. The monk smiled kindly and said, "Sister! You need not worry. I will show you a way to happiness, and you will need to grieve no more."

The crying lady was very excited. She immediately asked the monk to show her what to do. The master replied, "It is very simple. You just need to change your perspective. On sunny days, do not think of your elder daughter not being able to sell umbrellas but the younger daughter being able to dry her noodles. With such good strong sunlight, she must be able to make plenty of noodles and her business must be very good. When it rains, think about the umbrella store of the elder daughter. With the rain, everyone must be buying umbrellas. She will sell a lot of umbrellas and her store will prosper."

The old lady saw the light. She followed the monk’s instruction. After a while, she did not cry anymore; instead, she was smiling everyday. From that day on she was known as "the smiling lady".

The story tells us, we cannot change the things happening around us but we can change the way we look at it.The choice between positive & negative thinking is very much within us.We can focus on the positive side of everything and stop worrying about the negative side of it.

Our minds are an incredibly powerful tool, and as we know, we only use a small portion of it every day. Our thoughts play a significant role in how we view the world, and the positive v/s negative thoughts we carry with us can be the foundation for all sorts of things in our lives, both good and bad.

But, we know no matter what happens and how good our life seems to be going, there are going to be times when it seems like everything is going bad or just not the way that we want it to. In these times, we can choose to either allow ourselves to feel down and out, or we can decide to overcome any of these adversities and learn how to look for the opportunity that is being presented.

How to Think & Stay Positive?

Many people believe that positive thinking takes lots of effort. In the beginning, while we form the new habit, it certainly will take awareness. However, the only way to empower ourselves to live Our Very Excellent Life is to live consciously with an awareness of our thoughts.

It is said that of the 65,000 plus thoughts that flip through our mind each day, 95% of them are the same ones we thought yesterday. Yes, 95%! Why in the world do we do that? The simple answer-most of us live in the past or the future, missing the only time that really counts and really that matters- the present.

Most of us use the energy we need for today, to keep alive memories from the past or misuse our imagination by carrying past pain into the future as slightly altered experiences. The fears that stop us from living our dreams are really expectation of bad experiences in the future. In other words, many of us take our past into the future and remain stuck in life.

With little effort we can find ourselves to be positive thinkers. Positive thinking is actually very simple, here are a few ways we can get started...and have a positive impact on all areas in our life:

• If we find ourselves thinking a negative thought, change it to a positive thought.
• Surround our life with positive people, don't allow negativity into our life.
• Spend our time on activities that bring us happiness.
• Invoke positive memories whenever we can.
• Cherish the simple pleasures in our life.
• Be around people who make us laugh.
• Love ourselves

Don't fool ourselves into thinking that, just because the above ideas are simple they will not work. The opposite is actually true, and we all know what impact positive v/s negative thoughts can have in our life. If we convey a positive attitude towards others we will be surrounded by people who want to be around us and are positive themselves. These relationships will only continue to grow and bring more positive energy into our life. The opposite is true as well, so keep positive thoughts.

Remember thinking positive is only a plat form where the thinking has to translate into positive action which should eventually become positive habits which lead to positive results. But every thing starts with positive thinking!

Have you heard of the old saying "he woke up on the wrong side of the bed?" We have all experienced this before ourselves, for some reason we wake up in a bad mood and our entire day seems to turn out bad. Did you know that we can change this?

Begin each day in a positive manner. Open the drapes to let the sun shine in, put on some of our favorite music, tell ourselves a positive thought or two...whatever it takes to start our positive thinking. We will be amazed at what these simple changes can bring to our life.

Well, just because these ideas are simple...does not mean they are easy. That is probably why everyone is not walking around with a positive attitude, because it takes work, desire, and discipline to live our life in this manner. It is easier being negative! The choice is ours, we have nobody to blame but ourselves, when deciding between positive v/s negative thoughts.

What are your thoughts now- Positive or Negative ?

Shamim

A.R Rahman - "An Inspiring Story of Success through Excellence" !

Few weeks back I wrote an article on M.S Dhoni and the lessons from his unique leadership style. We have another role model who has mastered excellence in his profession and brought the whole world under his feet - The Music Legend - A.R Rahman.

Is there any thing common in these two youth icons of our country ? Yes,commitment to excellence is their DNA. Winning is their habit and they always perform at ' WOW '! Aiming for perfection and winning the competitive edge are the things for what they crave constantly and add them to their attitude. The next thing is performance. During any moment of the day, their performance is EXCELLENCE. Performance is their language and they understand the language of result only.

If you pick up any newspaper or see the web or watch the news these days, chances are that you will find an interview of A.R.Rahman. He is all over the place after his OSCAR achievement and he really deserves it! All of us have been seeing videos of his arrival back to India and his press conferences with excitement.

Today, A.R. Rahman is one of the world's most successful musicians. With a brand name like Rahman, movies rake in millions. But it isn't just Rahman's exceptional enthusiasm that's so contagious, but also the quality and success of the work he's churning out. The man has redefined contemporary Indian music and has become an icon for millions all over the world.

Like everyone, I have known him and his music right from the time 'Roja' was released in 1992.. that's a good 17 years! Everyone speaks of his music, and what he eats, sleeps, drinks and what he does when he is free and so on so forth. But really, there are things much beyond that one needs to know and learn from the legend that A.R.Rahman is. With so many people who speak so high of him at all times, there are some things that are unsaid and certain things that we so easily ignore about Rahman, that makes him stand apart from the clutter.

The musical genius that Rahman is, most of that comes from his being and principles. Rahman's success presents some valuable tips to us which can be applied to our professional lives and achieve our goals. And on that note, with the little that I know of him, let me share some of the learnings from A.R.Rahman.

1. Family - Respect your Parents

It might be very easy to brush this fact aside, but the truth is Rahman has always loved, respected and adored his parents. With his father R.K.Shekar leaving for heavenly abode when Rahman was nine years old, Rahman's mother Kareema Begum, gave Rahman a new ray of hope and fresh lease of life. She painfully raised the family, and is one of the driving factors of why Rahman is a legend today.

Remember what he said when he received his first OSCAR award, " Mere paas ma hai, which means I have nothing but I have a mother, so mother's here, her blessings are there with me. I'm grateful for her to have come all the way ". Which other music composer or for that matter which other media/entertainment/corporate personality do we know who follows this principle. How many of us will openly show our love and respect to our parents like him. That makes him truly unique.

2. Belief - Be Spiritually inclined

A.R.Rahman believes in god and spiritualism. Its not about the fact that he follows Islam, and offers prayers 5 times a day…its much more than that. I believe there is a huge difference between being religious and being spiritual, of which the latter is what Rahman is made of. In a recent interview Rahman revealed that, "Religion sounds vulgar these days, I am more of a spiritual person. And I believe in being consistent with my spirituality. As one grows in life, one realizes the magnitude of spirituality. It is the most beautiful passion. It raises you above all the negativities. For me and my music, spirituality is the most important element and I don't think I can create the kind of music I do, if I don't practice spirituality."

Spirituality has not only made him connect to his music, but has also made him connect to humanity. When he received his second OSCAR, he said " all my life I had a choice of hate and love and I chose love and I am here, god bless " . That's the powerful message of his spirituality!

3. Country First - Be Patriotic

Though Rahman acknowledges his accomplishment, after receiving OSCARS he quickly points out that this is a COLLECTIVE INDIAN VICTORY. He says, he is more happy because this is the first OSCAR for an Indian work and the whole country was waiting for this with bated breath and hence he wanted to get it. He says, now all Indian artists will be looked upon with more respect as we have shown what we are capable of. His patriotism is evident in all his patriotic songs including the latest " Jai Ho ". The way he sings ' vande mataram ' injects some kind of positive energy into our blood stream !

4. Roots - Don't leave your Soul

Mumbai the mecca of Indian films and the entertainment industry, a place where any and every musician will find a way out to survive and earn enough to feed him for the day. It would have been so easy for a musician like Rahman to go and settle in Mumbai and work for acclaimed filmmakers post " Roja and Bombay ". But the man preferred not leaving his home, his roots to a place where instant fame, recognition and money was assured. Of the many ignored facts, Rahman's major success lies in working from his home. Home is where your heart, mind, body and soul is.

With no distraction whatsoever, he has all his energies focused on doing quality work from the comfort of his home. It means a lot to be based out of the place where your family is, where your soul is..your home, your hometown.

5. Focus - Let your work speak for itself

Yes, let your work speak for itself. Many a times, there are instances where one will be criticized for the way he is, his dressing, his upbringing, his economic background. One will be made fun off, and will be called names. One will not get the support he expects to receive from his seniors and so on….But at the end of all this, if you have a strong will power you can overcome all these, and prove yourself with your work.

There was a time when Rahman was being humiliated by some critics, directors and producers over the kind of music he had scored, and all this when he was at the peak of his career. He could do nothing about it, and preferred to remain calm and unmoved. And when ever his work was released, it got an outstanding response and was embraced by the masses. This overwhelming response and success was a slap on the face of those critics, producers and directors. This tell us, all we need to do is to focus on what we are good at, not on the success it can bring. Success will follow us, our work will speak of itself.

6. Service - Consideration for others

Not many may have noticed that Rahman has introduced maybe a hundred new young singers to the Tamil and Hindi screens – his faith in the youth of India is evident in his statement that he would like youngsters to take a different view of music after his winning the OSCARS. Rahman has done what no other music director has done for the cause of music-starting a music school, the KM MUSIC CONSERVATORY. His objective for starting this school is to make Indian musicians have a global orchestra of their own. This is such an innovative idea and Rahman is spending a lot of time, money and energy towards realizing this noble musical mission!

Rahman is the UN ambassador for the campaign fighting against poverty and he has associated himself with many social causes. When he was in a state of probably disillusionment - one of the things his mother said to him was "why don't you live for others and then you will find a meaning to life". Rahman stuck to that and he does music to make people happy and to enrich their lives.

On the night he returned to India after receiving the OSCARS, his request that his fans ought not to disturb his neighbors in the dead of night attracts attention to a long forgotten quality in India—consideration for others.

7. Humility - Be Humble. Be Honest. Be Simple

With all the above in place, being humble, simple and honest is all that one needs to do to ensure a great life. With so much of stardom and attention after the Golden Globe and OSCARS, Rahman could have got carried away with the success, however he always chose work over publicity.

After winning the OSCARS, he was asked by the press, " what's left for you to achieve? " He replied in a polite way, " Well, I have not achieved anything. I have not ended poverty level. I have not stopped wars happening.For me these are achievements. And in my opinion, I am just a small musician who has got an award that is it " !

He carries no weight around him, and that makes him completely approachable and genuine. His childlike smile can pacify ones fear and anxiety of meeting him in person. Its like his smile speaks a thousand words. It depicts the purity of his heart and soul. Each and every success makes him more humble, honest and simple. What more we can learn from this winner!

Regardless of season he march towards rock climbing success. Even in tough time his eyes do not move away from excellence. Commitment, giving 100 percent, focusing on performance is the key ingredients to his success. Meeting challenges and riding over obstacles are in his blood cells. Transferring stumbling stones into opportunities with conviction and leading towards 'WOW' level is the essence of his success.

Through his eternal value and simple living A.R Rahman presents us with opportunities for professional success provided we learn from them, adapt them to our own situations and implement them appropriately.

He convey a message to all of us silently especially to the youth - " humble origins need not prevent us from aspiring for and achieving great success ". How does he convey this message ? Dil Se !

Shamim

India's Rural Market - " The Fortune At The Bottom Of The Pyramid "

For the last five days I was out for a market visit to some of the districts in south Tamil Nadu. I opted to travel by car covering thousands of kilometers through rural areas of Tamil Nadu. It was truly an experience to travel through the villages and my mind was stuck at the rural market - the so called untapped markets !

Each & every small shop I passed through reminded me the two books I have read on rural Indian markets, " The Fortune at the Bottom of the Pyramid" By C.K. Prahalad and " We are Like that Only " by Rama Bijapurkar. My eyes were surfing through the leading brands hanging at almost every shop in the villages which include products like Mineral Water, Cola's, Shampoo, Detergent Powder, Tooth Paste and even Packed Snacks.

There was a time when the whole world thought that the rural India was a land of snakes and holy men with magical powers, maybe its time to re-acquaint ourselves with the true identity of the rural side of our country. Coke / Pepsi or Chic / Pantene or Colgate / Close Up or Ariel / Surf or Lays / Cheetos are house hold brand names in rural markets today!

"The future lies with those companies who see the poor as their customers" says C. K. Prahalad in his book " The Fortune at the Bottom of the Pyramid " . He clearly pinpoints on the raw fact that there is vast potential for profits in the rural markets. He says, globally the bottom of the (economic) pyramid consists of 4 billion people living on less than $2 per day. If we stop thinking of the poor as victims or as a burden and start recognizing them as value-conscious consumers, a whole new world of opportunity will open up. Prahalad suggests that four billion poor can be the engine of the next round of global trade and prosperity, and can be a source of innovations.

He cites numerous examples of companies that have generated wealth for the poor and profits for themselves by focusing on underserved rural markets. As urban markets become saturated, more businesses are retooling their marketing strategies, and in many a case their products targeting rural consumers with tiny incomes but rising aspirations, giving birth to a new era of rural marketing.

To expand the market by tapping the countryside, more and more MNC's are foraying into India's rural markets. Among those that have made some headway are Hindustan Lever, ITC, Coca-Cola, LG Electronics, Britannia, LIC, HDFC Standard Life, ICICI, Philips, Colgate Palmolive and most of the Telecom companies.

In this article let me share with you my views on Opportunities & Challenges for all the Companies targeting to tap this huge rural untapped markets.

Opportunity

The Indian rural market with its vast size and demand base offers a huge opportunity that companies cannot afford to ignore. We are a country with 1.12 billion people of which 70% live in rural areas which means more than 700 million people spread around 6,27,000 villages. India's rural population comprises of 12% of the world's population presenting a huge, untapped market.

The importance of the rural market for some FMCG and durable marketers is underlined by the fact that the rural market accounts for 55 per cent of LIC policies, 70 per cent of toilet soaps, 50 per cent of TV, Fans, Bicycles, Tea , Wrist Watches, Washing soap, Blades, Salt, Tooth Powder and 38 per cent of all Two-Wheelers purchased. Of the two million plus BSNL connections, 50% is from small towns/villages and out of 20 million Rediffmail signups, 60% are from small towns ! Let me also give you the gigantic market size of rural markets (in Indian Rupees) : FMCG - 6500 Billion, Agri-Inputs - 4500 Billion, Consumer Durable's - 500 Billion, Automobiles ( 2 & 4 Wheelers ) - 800 Billion ! The figures tell us that the rural market is growing much faster than the urban counterpart. A recent forecast revealed that the Indian Cellular Services revenue will grow at a rate of 18.4 per cent with most of the growth coming from rural markets.

In 2008, the rural market has grown at an impressive rate of 25 per cent compared to the 7–10 per cent growth rate of the urban consumer retail market. According to a McKinsey survey conducted recently, rural India, with a population of 700 million, would become bigger than the total consumer market in countries such as South Korea or Canada and it would grow almost four times from its existing size in the next few years.

Understanding the Rural Market

I believe understanding the characteristics that make the people and the market in rural India unique, can help companies to enter this market with success. With an average income of less Rs.2000/- per month (Rs.24,000/- per annum), rural Indians have a very low disposable income. Most rural homes have minimal storage space and no refrigeration. Very few people own or have access to cars. As a result, rural Indian purchasing habits tend to be of an "earn today, spend today" mentality.

Rather than buying in bulk, which would mean paying more for a large quantity upfront, rural Indians tend to buy what they need for short segments of time. These factors result in consumers buying products locally, in small quantity on a daily basis. Before a company considers entering the rural market, understanding the types of products and packages that rural Indians typically use is crucial. By taking into account the low disposable incomes and the unique product and package needs of this market, consumer products that are designed and packaged for this market have great potential.

Approach

The rural market may be alluring but it has got its own problems like: Low per capita disposable incomes that is half the urban disposable income; large number of daily wage earners, seasonal consumption linked to harvests and festivals and special occasions; poor roads; power problems; and inaccessibility to conventional advertising media.

In her book, " We Are Like That Only ", Rama Bijapurkar points out, the main problem with the MNC's entering India is that they think the world is one homogenous market. They believe, what works in America, Europe, Asia has to work in India too. Its because of such thoughts that many of the multinationals have not managed to penetrate the Indian markets. After spending billions and being in India for more than 15 years, Coke and Pepsi still don't make profits.Another notable flop in the Indian market is Kellogs Cereals. The company couldn't understand that Indians prefer a hot steaming breakfast every morning, instead of cereals dunked in cold milk. Even if the lady in the household is working, the kitchen in an Indian household starts buzzing very early in the morning.

The rural consumer is different from his urban counterpart in many ways. I think the biggest challenge for any MNC's are meeting the four aspects in rural marketing: Availability, Affordability, Acceptability & Awareness.

Availability

The first challenge is to ensure availability of the product or service. India's 627,000 villages are spread over 3.2 million sq km; 700 million Indians live in rural areas, finding them is not easy. However, given the poor state of roads, it is an even greater challenge to regularly reach products to the villages. Over the years, India's largest MNC, Hindustan Lever, has built a strong distribution system which helps its brands reach the interiors of the rural market. To service remote village, stockists use autorickshaws, bullock-carts and even boats in the backwaters of Kerala. Coca-Cola, which considers rural India as a future growth driver, has evolved a hub and spoke distribution model to reach the villages. LG Electronics defines all cities and towns other than the seven metro cities as rural and semi-urban market.

Affordability

The second challenge is to ensure affordability of the product or service. With low disposable incomes, products need to be affordable to the rural consumer, most of whom are on daily wages. Some companies have addressed the affordability problem by introducing small unit packs. Godrej recently introduced three brands of Cinthol and Fair Glow in 50-gm packs, priced at Rs. 4-5 meant specifically for rural markets. The success of Cavin Kare has become a very notable case study. It is a company that began in a small way. It started the Chic shampoo sachet for 50 paise when shampoo was available at Re.1, and it revolutionised the market.

Hindustan Lever, among the first MNC's to realize the potential of India's rural market, has launched a variant of its largest selling soap brand, Lifebuoy at Rs.2 for 50 gm. Coca-Cola has addressed the affordability issue by introducing the returnable 200-ml glass bottle priced at Rs.5. The initiative has paid off: Eighty per cent of new drinkers for coke now come from the rural markets.

Acceptability

The third challenge is to gain acceptability for the product or service. Therefore, there is a need to offer products that suit the rural market. One company which has reaped rich dividends by doing so is LG Electronics. It developed a customized TV for the rural market and was a runway hit selling 100,000 sets in the very first year. Because of the lack of electricity and refrigerators in the rural areas, Coca-Cola provides low-cost ice boxes — a tin box for new outlets and thermocol box for seasonal outlets.The insurance companies that have tailor-made products for the rural market have performed well. HDFC Standard LIFE topped private insurers.

Awareness

Since large parts of rural India are inaccessible to conventional advertising media, building awareness is another challenge. Hindustan Lever relies heavily on its own company-organized media. Godrej Consumer Products, which is trying to push its soap brands into the interior areas, uses Radio to reach the local people in their language. Coca-Cola uses a combination of TV, Cinema and Radio to reach rural households. LG Electronics uses vans and road shows to reach rural customers. Philips India uses wall writing and Radio advertising to drive its growth in rural areas.

With all the above facts & figures the question is, can we afford to ignore rural India and move ahead? Well the answer is, we will not be able to survive without rural India in future! It is estimated that the rural India will consume 60% of the goods produced in the country.

For most of us, rural India is an unknown entity even today, and it calls for a lot of investment. Initially, the ratio between investment and returns will not be the same as we see in urban India. But eventually, we will get the returns. In today's corporate world, all the entrepreneurs and managers, looks for quick returns and depend on their quarterly results. They only look at what gives them immediate success. I think freebies have no meaning in rural India. Indian rural market is undoubtedly complex but there are some simple truths that we need to accept. The rural consumers are very value-conscious. They may be poor, but they are not backward and they can make a difference to our products and brands.

Gone were the days when a rural consumer had to go to a nearby town or city to buy a branded product. The growing power of the rural consumer is an opportunity for us to flock to the rural markets. At the same time, they also threw up major challenges. Gandhiji believed that India's future lay in her villages and it goes without saying those among us who can bring innovations in marketing mix with rural markets in mind will take away the " fortune at the bottom of the pyramid " !

Shamim
Visit : www.winnerinyou.in