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Showing posts from March, 2014

Tata Nano is about celebrating achievement? You kidding?

When Ankush Arora says he wants the Tata Nano to 'connect with the urban youth on the phenomenon of celebrating achievement', I think he neither understands urban youth, nor the act of celebration. Also I guess Ankush probably has fallen prey to the problem of 'depth deficit' that plagues marketers.

'Depth deficits' hit marketers who are bereft of 'deep consumer insights'. Deep consumer insights don't happen unless you move away from surface-level (read, descriptive) research to one that digs deep. Sure, the urban youth celebrate achievements, but I can bet not with a Nano. In fact, for a graduating B-school kid who's landed a job, a Nano buy must mean he's got a lousy job that pays peanuts! Tell you what, even if the kid's earning peanuts, he'd rather starve and save to buy a car (which won't be a Nano) that gets him the status he wants in his peer group.

I guess its bad luck (plus lousy research) the Nano's stuck between …

Class of 2014

I hope you never lose your sense of wonder
You get your fill to eat but always keep that hunger
May you never take one single breath for granted
God forbid love ever leave you empty handed
I hope you still feel small when you stand beside the ocean
Whenever one door closes I hope one more opens
Promise me that you'll give faith a fighting chance
And when you get the choice to sit it out or dance

I hope you dance
I hope you dance...

Why Malaysian Airlines MH370 is about grief, and about a mystery

What Andersen Cooper pointed out this morning about Malaysian airline MH370 rang a bell. As the rest of the world wonders 24X7 where MH370 is, relatives of passengers on the flight wonder where their loved ones are? The people grieving wonder about their loved ones. For them its about their dads, moms, sons daughters, grandsons, granddaughters and so on. It isn't about a plane, its about people, their loved ones!

Its easy to see why when most wonder where the plane is, a few wonder where their loved ones are. For the rest of the world its about the disappearance of a plane, for the grieving its about a possible loss (though I hope it isn't) of loved ones. The rest of world focus on the plane as they have no stakes in the loss of MH370; not so for the grieving. To the latter, its all too personal!

As humans we are wired to obsess about ourselves. Its almost always about us. At times for us 'incidents' hit home, only because its personal. At other times we stay disconne…