Skip to main content

Its important I know, you ain't me

The other day someone tried to make me feel important by giving me the pride of place at a dinner table. What I wanted was to be invisible.

In my work life I've met a few people for whom being important was most important. They are the kinds who want the pride of place. The kind who want their names printed on bureaucratic documents they can sign. Makes them feel important. The kind who drop names.

Now if someone wants to be important, that's fine by me. The mistake they make is when they try and bait me with the 'esteem' lure. Like I said, I want to be invisible. The reason why the bait's offered to me is because these 'important' people tend to think that everyone's like them and so want to be important. It ain't so. Why they can't see that it ain't so, is because they are steeped in lack of Emotional Intelligence. At least on three of its components, namely, Self Awareness, Self Regulation and Empathy. That is, they can't recognise their own hunger for importance, therefore don't curtail it, and can't disconnect from themselves to see that others don't live the world they live.

People drunk on importance make lousy marketers. Because they can't disconnect from themselves to see things the way consumers see it. They tend to believe that consumers want what they want. Its like opening a restaurant with a menu that's listed with food you like, because you think everyone's bound to like it.

Self Awareness, Self Regulation and Empathy are critical traits of marketers. Its what allows them to put themselves aside and view the world the way consumers see it.

Comments

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.


Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Wearing Cuba means Walking Cuba

There's something ethereal about wearing 'Cuba'. Suddenly its the streets of Havana, smoke filled and lit by the groovin', more than the lights. The bars are packed to hilt and dreamy women seem to glide by. The feeling's beyond magical.

How did I get there?

Before I explain, I gotta tell you about the power of brands to take you places. Brands bring with them an ability to prompt you to conjure up the unreal. They can transform your reality into fantasy. And consumers are more than willing partners to brands as the drudgery they face in everyday life begs an injection of fantasy. Brands that operate in a zone of the unreal do the conjuring act as there's nothing else that consumers can call for, while making judgements. For instance, what should I be judging the lip paint on? Its colour and tone or its ability to turn me into a diva?

Cuba's a perfume. The moment I wear it, I am traipsing the streets of Havana. Its smoke filled bars I see. Its music I hear and…