Skip to main content

Your money is in your men

One of my students has two job offers on hand. Which is a problem. She agreed to joining the first one who made the offer. Then she got a call from the second. She now wants to join the latter, but doesn't know how to decline the first offer she accepted. She feels bad going to first company and telling them she can't join.

I am not surprised. I am not surprised she's hesitant to talk to the first company. I am also not surprised there's a certain contrast when it comes to employee-enterprise engagement. Employees on their part find it hard to decline an offer, once accepted. Companies on the other hand have lesser qualms in asking on-the-roll employees to leave. I mean companies aren't hesitant when it comes to what they want, as compared to people. People tend to feel bad. Business firms don't. Though firms are ultimately people, the entity called the 'firm' allows for exhibition of impersonal attitudes. Firing's easier because the decision maker can hide behind the form of a firm. 'I didn't ask you to leave, the firm's asking me to do it', is what's bandied about.

Business firms are inanimate impersonal entities. People are flesh and blood. The former can't feel, for the latter, feeling's living. Now that's a lesson marketers must learn. Business firms can't ever psychologically connect with consumers. That's something only people can do. Which means it isn't stuff on display or on the shelf that matters as much. Its the staff on the floor that can do the trick. Its they who can prompt consumers to feel. Feel good. Its they who keep your consumers coming back.

Its people who matter. As providers. As consumers

Comments

REGI.R.R. said…
very excellent blog sir....

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…