Runner's Update YTD Sep'20 - 750+ kms, on target for 1000 kms in 2020

This is runner's update after end of another month on the track. 

Sep'20

Kms - 103

Speed - 7:13 km/hr

Calories. Burnt - 5866

Time spent - 12.5 hrs

YTD Sep'20 

Kms - 766

Speed - 7:15 km/hr

Calories Burnt - 42890

Time spent - 92 hrs

Since end 2015, when i picked up running, i realised the joy of running and after effects of run in the form of runners' high; just keeps you going on this habit. Its close to 5000 kms now for me (will touch 5kk in Oct).

And i wonder, how a paunchy lazy non-sport geek was able to pick up running as a habit. I remember the diabetic genes i have and the non-workout sedantry lifestyle of my forefathers - people who just run businesses sitting in a clothing store. And by tradition eating lots of ghee, sweets, fried foods and all. Then, how i was able to break free and move in a different diection to call myself a runner?

It started with making a choice. Not a resolution. Not a goal. But a choice of being a person with an identity of a runner - a physically fit person who can run long distances and enjoys every bit of it. (In runners parlance, if you have stress or muddy mind, just go for a run - that kind of attitude.)

And 2 beliefs helped me on the way - picked up from books. 

1. Power of compounding - Read about it a lot in financial space, but thats something on track helped me. As i waded thru my initial runs of 1-2k to 3 to 4 to 5 kms; i realized that effort spent in increasingly lesser. Running as a skill seems to compound over distances.

2. Beliving in the identity - Read in Atomic Habits (by James Clear); book i always recommend as a life bible - When u want to adopt a habit - move over from a goal, and behaviour to identity. 

Most of the time, we set a resolution, a goal to do sth, say run 100 km a month. 

Then we work on our behaviours, the method of attaining the goal. We start running and keep measuring cumulative kms. But then somewhere in the journey we skip a day, 2 days and then it starts becoming daunting and we give up. We come up with excuses to say, had a beer night yesterday, lets skip today. Or had a huge work pressure or that morning review and lets skip it...i am still doinf better than what i thought.

What can keep us going is the belief of having an identity of the person who can achieve the goal, say the runner here. And ask at each point of giving up, as to how the runner will think. Will he give up a day of practise becaus of a presentation? Will he skip a beer party over a morning run? It starts making easier if you work on the identity piece first.

Long post, but i am proud of myself, having maintained this habit to close to 5 years clocking approx 1000 kms annually (except 2019 - 950kms). This year is proving all right as well. 

Cred TVC campaign - Right Hook but no runs?

An ad can tell a #story that can get your #brand attention. It can be damn engaging - funny, shocking, emotional and so on.

But every piece of #communication has an objective. For an online brand it needs to drive awareness that can lead to acquisition. Not just attention but attention that can drive to consideration.

I personally like this TVC series shot with Madhuri, Anil and Bappi Da recently as its damn funny. And i know what cred is. 

But will that ad help a consumer understand the concept of cred? How it helps you earn money on your credit card payment? And get lot many rewards. Otherwise there are so many apps in #fintech space, not to mention wallets of all kinds. Why should i download another. The ad doesnt do that part after having got my attention so well.

IMO, i feel it is super hillarious but whether what will it lead to, is a question. For target audience, it does press the funny bone and engages but doesnt woo me to download.

What do you think?

Here are the links if you havent seen these yet - 

Bappi Lahiri - https://youtu.be/qEqPM7sYFzg

Madhuri Dixit- https://youtu.be/WCZcEad2DzE

Anil Kapoor -https://youtu.be/iW63vNsF8ck

#cred #marketing #advertising

One of India's best Marketer - PM Modi

The 'hook' concept in communication and marketing has been perfected by our PM Modi, especially in dealing with crucial times like today. As a marketer, how to build the core of the message around a hook, enables easy reception, assimilation and execution.

Marketing world uses the same hook for jingles or campaign punchlines; be it 'Thanda matlab Coca Cola' or 'Daag acche hain' and so on.

In recent times, with each address, our PM has coined few hooks for us to show our support and solidarity with covid warriors.

Though, the intent is right, its on to the audience (people of our country) to interpret the message correctly with its depth; and implement these acts with understanding; rather than focusing just on the hook, and incorrectly rejoicing and flouting social distancing.

What do you think on these hooks?

#local pe vocal

#swacch bharat

#aatmnirbhar bharat

#covidtimes #covid #hook #Modi #communication #messaging #marketingissimple

True Marketing is simple.

In this digital world today, a lot is being invented and talked about as the next big thing in marketing. #digitalmarketing, #contentmarketing, #socialmediamarketing #Momentmarketing and so on.

While this could mean a lot of complexity for beginners or non-marketers; ultimately these are all variations of core concepts of marketing in upcoming media types. A piece of communication gets modified basis type of media (TV, FB, YT etc), basis behaviour of users on that platform (time spent, screen size..), and so on.

To bring #simplicity to this madness, this excerpt from #SethGodin's book 'This is Marketing' captures 'What is Marketing' in 5 steps -

1. To invent a thing worth making, with a story worth telling, and a contribution worth talking about.

2. To design & build it in a way that a few people will particularly benefit from and care about.

3. To tell a story that matches the built-in narrative & dreams of that tiny group of people, the smallest viable market.

4. To spread the word.

5. Last step is often overlooked: show up—regularly, consistently, and generously, for years —to organize, lead & build confidence in the change you seek to make.

Above all, best #marketing is supposed to be #simple - for consumers as well as marketers.

#MarketingisSimple

Marketing must evoke emotions else its not Marketing.

Marketing must evoke #feelings!

Not 'better' features. Not  'better' 'reason to believe'(s).

So often while positioning our brand, we write the complex brand key/brand stand or similar #brand #positioning framework to capture key elements leading to how we position the brand.

We also write simple statements to convey the idea in a simpler format, sth like - For [your audience], [your brand] is the [your market] that best delivers on [your brand promise] because [your brand], and only [your brand], is [your evidence].

So, the mechanics of diving deep and defining sharply all these elements to uniquely position your brand is fine. But in one sentence, what your brand should do?

👉 All our marketing must focus on what emotions/feelings it leads to for consumer and does it bring him closer to what his dreams and desires in his life.

👉 What is that feeling or emotion that ur brand will bring? Define it. Freedom. Safety. Arrived. Ecstacy.

👉 Need a Qtr inch drill bit to make a Qtr inch hole or to put up a book shelf to make it look tidy on the wall or to showcase your taste of books and how well read you are?

👉 Need a deodorant to just neutralize body odour or to define how suave you are without speaking thru ur signature fragrance?

Thoughts?
#MarketingisSimple

How Apple learnt from other industries and changed the brand forever.

#Learning from #book - The Four by Scott Galloway.

An interesting insight that Scott brings in his book while talking about Apple is about what made Apple this much successful in terms of a company generating huge profits.

While the entire history about path-breaking innovative simple consumer friendly products  - ipods, iphone etc is well known.

👉 The masterstroke by Jobs was to move away from 'nerdy' domain to luxury! From the likes of IBM, HP to another domain of Luxury and Opulence.

👉 The revealation that one cant charge premium in making better technology products but selling objects of desire and status.

🥇 Thus came the move of dropping 'computers' from 'Apple computers' to just 'Apple' dis-associating from the less pricey computers category.

🥈And creating temples of luxury (Apple Stores) in same neighbourhoods where you buy Prada, LV, etc; selling tech products the way luxury is sold - great lights, abundance of space, pampering service and what not.

And this made it into a brand that you gift others - Ipod, Ipad, Iphone, Smart watch and so on. You rarely gift a computer. You gift perfumes. Social Proof. Not Nerdy IQ thing.

Takeaway - "Learn from disparate categories also!"

Thoughts?

#jobs #Apple #brand #luxury #retail #marketingisSimple #consumer #tech

WFH Collections, really?

#WFH collections, really?

There are news that fashion brands are coming up with Work from Home Collections keeping in mind the consumer needs when they are WFH. After having spent a decade in fashion retailing, i am putting my thoughts below on the topic.

I believe fashion retail is driven by a larger need of social proof. To define the taste we have, labels to tell how much we earn, and where we belong. Now, given social distancing has dented the need for social proof, its not dead.

We still sport social proof clothing for WFH, though more polos, more round necks rather than crisp shirts. For some, the logos on those polos will serve the need to make those hierarchy statements. Others, might sport 'Slogan Tees' to make thier point in resistance and so on.

But yes, comfort will take a higher precedence over trends. More for shorts than trousers. And yes, the thumb rule of 3:1 (top to bottom (trousers) ratio) might stretch to 4 or 5 given the screen limitation on video chat.

But will designs change, i mean a special line of clothing? I dont think so its more like using the popular term. The reason why i am writing about it also means that in times of covid, wfh collection catches attention and thus a chance for a consumer to at least look at a category which will be in extreme pressure. A larger question, is whether our need to keep refreshing our wardrobe from season to season, would that be needed? That will change...at least for a while. Till we come back to normal with the end of #covid.

So, how can fashion industry wade thru these times? I think, there is a need to detach the industry from discretionary to more value. This would require ways and means to attach to fight against covid. Cause based approach wherein society at large can benefit immediately if people purchase now! Shop and then proceeds will enable a, b and c. Some way where consumer feels that shopping will help me with clothes but also do something for others. The freebies can be given away from the piles of inventory which would be unsellable after some time sitting in warehouses given there will be impact on demand in short term.

While quarantine has also stopped most engagememt calendars of fashion brands, still continued dialogue is needed with these brands talking about tips to deal with wfh, bringing stories that can up spirits of consumers, contribute to fight against covid with efforts around may be developing PPE for covid warriors and son.

These are the things that industry has to address rather than wfh collections as of now.

#fashion #apparel #retail #covid19 #wfh #comfort

Is your product a must-have?

Picked up a book recently - 'Hacking Growth' by Morgan Brown & Sean Ellis to decode this popular term. The book explains it as 'Creative growth strategies executed at low budgets to acquire or retain consumers, applied with a multi-functional lens - marketing, product, tech and what not'; rather than just plain hashtag#Jugaad'. The book explains various steps on how to get started on GH. One of the steps which is peculiar and important in today's times of hashtag#covid19 (when a lot of services are under lockdown), is to assess whether your product or app is a MUST-HAVE. What is a hashtag#musthave hashtag#product? A product that brings an AHA moment for hashtag#consumers; the moment where utility of the product really clicks. For eg, for Uber it is 'the cab reaching you at a click of a button' or 'finding friends' photos and updates instantly' for Fb. So, how to find that your product is must have? Do a MUST-HAVE Survey with your customers & ask - How disappointed would you be if this product no longer existed tomorrow? 1 Very disappointed 2 Somewhat disappointed 3 Not disappointed 4 N/A—I no longer use it. If 40 percent or more of responses are very disappointed, then the product is a must-have! Its an interesting read and i recommend it. Which hashtag#book on hashtag#Marketing do you recommend?

Will our habits change post covid lockdown?

The world would never be same post hashtag#covid given our habits will change. Habits require a min of 21 days to develop while we seem to have much more! As hashtag#consumers, we have changed so much in last few weeks. Our time spent on screens has skyrocketed. We are trying hashtag#digital variations of various old world necessities already – a) Epapers over physical Newspapers/magazines b) Fitness Videos/Live sessions Vs a gym c) Cooking food via online videos Vs ordering food d) Watching user generated content over social media Vs proper content e) Reading/listening to hashtag#digitalbooks Vs physical books

f) Watching new genres of hashtag#OTT content Vs Cable because of lack of fresh GEC content All this will have some retention effect as we come out of hashtag#lockdown & thus brands are pivoting to add value to user experience in this period – 1. hashtag#YouTube changed its metrics of views from millions/billions to Lakhs/Crores. 2. hashtag#LinkedIn has added new features including ‘Featured Content’ 3. Many digital reading apps have given free trials for weeks/months – hashtag#Kindle, hashtag#Blinkist. 4. Education Content brands offering free classes/content – hashtag#Byjus, Amar Chitra Katha. Are you seeing any changes in your hashtag#habits in this hashtag#lockdown with adoption of a particular app/product or service? Which one?

Story of Icecream, Candle and Oxygen mask!

In life, there is a dimension of selfishness we need and selflessness as well for an everlasting happiness.

In the book, Life's Amazing Secrets, author and monk Gopal Gaur brings in a comparison with icecream, candle and oxygen mask.

Icecream melts. U have to finish it fast before it melts.  Savour till it lasts. Thats selfishness.

Candle also melts. But it has an obejective to share light and dispell the darkness. It can even rekindle light onto other candles. Thats selflessness.

But these are extremes. Most of the times we are in between, but still shouldnt we ditch self savouriness of an icecreams in our lives always?

No, thats where oxygen mask comes in. As u listen to the safety instructions on a flight, u can hear that first u put oxygen mask on urself before u help others! Why?

Until and unless u put oxygen mask on urself, u wouldnt be able to help at all. To share ur happiness u need to happy first. To share wealth with others, u need to have wealth first.

Thus, we need to figure out our means first and be happy or work towards savouring this journey called life. And then, along the way we need to work at social contribution to further accentuate the taste of life.