What better way to get to know our guest than a round of snappy and energising Quick Takes.
[00:00:01] What better way to get to know our guests here on the Taking Chances podcast than a round of snappy and energizing quick takes on what they take is on just about anything and everything. And before we get started, just a reminder to not miss out on hearing the main episode as well. So here we go.
[00:00:18] So great leaders, you know, bring great people with them. So what are the qualities you look for of people when you are hiring?
[00:00:25] One of the big things I look for in somebody I'm hiring is how comfortable are they to talk about their failures? How did they approach? What did they try? And if they failed, then how did they react to it? That's a sign of a person who knows that, you know, how to get things done. And you know, okay, it didn't work, but I'll get it right next time.
[00:00:44] So next one, Ashish, is that when you start a new task, what is the one thing that you focus on which you know will make everything else easier?
[00:00:51] Yeah, in most cases, storytelling, how am I going to build and narrate the story to get alignment? And is it sounding right in my head? Is it the right way to approach this? Can this be done in a linear way? Or how do I cut that particular task?
[00:01:05] So I generally believe the more clarity you have in your head? Why am I doing it? What is it? What is it for the combination? Answer three or four basic questions. I will just sharpen your thinking.
[00:01:15] So for example, I want to partner with an IPLT. I have figured out why it is important because in that market, this will give me a lot of visibility. Now how do I convince my boss to give me money for this?
[00:01:25] So it is about, you know, why am I doing this? Where do we have the money? Five things that he's going to already ask. Have I planned for it? How are we narrating the story? That is more important. That's 60% of the job done.
[00:01:35] Because what happens is when you're answering those questions, right? Your clarity is getting sharper and sharper.
[00:01:40] So the third one, Ashish, that we want to ask you is, why do marketing plans fail?
[00:01:45] I mean, if they've got two or three of the four people wrong, you know, then definitely if any team has got those fundamentals wrong, that's the only reason you would fail.
[00:01:56] You've not thought about the distribution. You've not thought about the right promotion pricing, your execution plans. You know, you've got the insight wrong on your communication campaign.
[00:02:04] You were tone deaf when some ad was being created. You didn't understand, you know, you were chasing the wrong metrics. You are more worried about likes and comments rather than actual entries and quotes.
[00:02:16] So those are the reasons why, unfortunately, see, the thing is the power of media is so strong. Even if you put any sort of advertising on TV, you should see at least seven to eight percent bump.
[00:02:26] So it's very rare in which you got so wrong that a thing has worked. That I think, I always believe you, if you've got a fundamental right, you as a marketer can't, you should not be in any top position.
[00:02:39] See, sometimes you might get caught because blindsided because the competition is also thinking something and you were not prepared for it. That's okay.
[00:02:45] A good marketing manager should be able to sell soap, should be able to sell a soft bridge, should be able to sell a car, should be able to sell loans, cards, etc.
[00:02:52] Because fundamentally, if he's building the right plan, then there should not be an issue.
[00:02:55] So in the whole lexicon of marketing jargon, Ashish, which is the one word you really don't like?
[00:03:01] I won't say I really don't like, but I think the closest that comes is performance marketing.
[00:03:06] It's a very important function in any organization, but I think it makes most marketers lazy.
[00:03:10] And it also makes most marketers not really pay a lot of attention to what truly builds a brand and how to build a brand, which is a functional brand.
[00:03:18] I think in India, that's what is called performance marketing brand marketing.
[00:03:22] But if you go anywhere across the world, it's always digital versus brand.
[00:03:25] And it's part of the whole brand building.
[00:03:27] Here, I genuinely believe that sometimes it can make few marketing teams a lot more lazy and dependent on it.
[00:03:32] Your final quick take, Ashish, you mentioned a couple of ads, you know, in the conversation.
[00:03:37] But if you had to pick one ad that you really love, which is that ad?
[00:03:41] One is very difficult.
[00:03:43] 2003, wherever you go, our network follows.
[00:03:47] Hach, the pocket.
[00:03:48] Yeah.
[00:03:48] And 2007, Cadbury's Gorilla.
[00:03:51] I think, I don't know if you've seen this, but Dancing Pony from UK for three.
[00:03:56] That was a crazy ad.
[00:03:57] So they are like, just to give you an idea, there are four or five ads that I've kept every time November joins and show them all of these five ads.
[00:04:02] This is, that is it.
[00:04:06] So yeah, those three are very big.
[00:04:09] I think most of these ads made me realize that sometimes ideas are being presented in the room.
[00:04:15] And if you are unable to understand the power of that idea, the problem is you, not the agency.
[00:04:20] So please try to see that ad, that idea from five different angles before you just throw it out of the window.
[00:04:26] Hope you enjoyed the quick takes.
[00:04:29] See you soon with more conversations on our podcast, Taking Chances.