Break!

Hi readers. I am on a little break here, involved with a few creative assignments. Actually, working on so many topics at one time, I've got my own tiny Internet in my head! I'll be back in about a week, perhaps earlier. While I'm gone, why not check out a few interesting FREE reads?

The Art of the Start by Guy Kawasaki - a manifesto I recommended to my students of entrepreneurship. Pretty interesting. It emphasises the prototyping approach to get going. I've decided to include prototyping as a compulsory part of my next "hands-on" entrepreneurship class.
How to be Creative by Hugh MacLeod - dispelling a fat load of myths about creativity. A shocking, provocative, but real-life welcome to the world of creativity in advertising. Warning: Real Life, dead ahead!
Start Talking Ideas - Want to Make Your Mark on the world? Want to do something? Check this site out if you have an idea that you want to bring to life.

I am off for now. Just a little something else: How woulld you like to be the designer for a branded line of t-shirts, given the chance?

Just think wishful, no economics, no real-life. It's a wish survey. Leave a comment or mail.

Oh yes, anonymous comments are allowed once again. And the site's licensed under a Creative Commons Deed now. More later. Salam for now!

Really missing me? Here's the email: nextbyramla AT gmail DOT com
P.S. As a way of giving more time to things that really matter (me, my family, my faith), I am practicing spending fewer time online, especially on emails. I'm scheduling weekly time for email responses. It may be slower, but it also much better and thoughtful!

Small is the new big

Can a small firm pose serious threat to a large one? A reader disagreed with the idea that Nestlé Pakistan could face competition from Cottage Foods - a small, unknown new entrant. What Cottage Foods eventually does is something I am not privy to. But I sure think that even in Pakistan, which by no means is a very developed economy/nation, consumerism basics in the urban centers are similar to the basics the world over. And so are the opportunities.

Whatever the scale or type of an economy, certain things about human psyche always hold true, which is why small and medium enterpises thrive side-by-side with the large giants. And one day, they can grow in to major challenges. The stories of the local Pakistani food and beverage companies such as Haleeb and Tapal with their runaway success testify this. They didn't start out as big as Unilever or Nestlé, but today, they are a force to reckon with.

Besides, Pakistan has a highly associative culture. So the cornerstone / small, huggable company has a chance to be a preferred product provider. In fact, with the rising consumerism in Pakistan that brings with it a dissociative culture, the best form of a company would be a middle-of-the-path enterprise with the elegance of a large corporation (on delivery of promise and branding) and warm lovability of a corner dhaba.

Tom Peters think a small corporation stands a big chance in its niche. Here's his list of "musts" for the "little guy." Or gal. Underdog Marketing by TEC International suggests this:

1. Define the market
2. Differentiate until your drop &
3. Dominate your segment

Of course, Pakistan is not a place where a copy&paste strategy will work as is. But the basic principles of organized marketing will apply to most markets. At any rate, it doesn't hurt to be loved by the customer!

The thinking tummy

Instinct. Gut feel. Something that all business schools don't teach, but should. The Trump University newsletter [vol 8/ Go With Your Gut] says:

We all have instincts. The important thing is to know how to use them. You may have superb academic credentials, but if you don’t use your instincts you might have a hard time getting to and staying at the top. Knowing how to use your instincts is one of those gray areas that remain... [Read more...]

Email: nextbyramla AT gmail.com

Cut it short and just KISS!

Heard of the KISS principle of oral communication? No, don't pout and poise the lips just yet, it's a short-hand for Keep It Short and Simple. Personally, I prefer the more cheeky version: Keep It Simple, Stupid.

I bumped into Your Elevator Pitch by chance, and it turned out to be a great resource for my Entrepreneurship class! The idea is neat: Can you summarize and pitch your business idea clearly, and communicate in the time that it takes to make an elevator ride? If not, you may need to understand your own business before presenting it.

The site intro says:

An "elevator pitch" is a quick and concise way to communicate who you are, what you're trying to do and why you do it better. It's much more than a mission statement, it's understanding your business in a way that gets people excited and thinking.

I used the idea in the class today: I asked the students who are making group business plans to give an elevator pitch about their offer. The idea was, if the elevator pitch sounds okay, we have something solid on hand. I have made the elevator pitch the starting point of the class biz plans.

What happened next? The correlation between a good pitch and a plausible business idea was clear. Pitches that raised the most comments, "It's vague!" "What are you trying to say?" didn't have a sound business idea. The idea's bubble burst as questions pointed in.

One pitch about a telecom product created quite a buzz. The idea raised questions about the legality and technical aspects of the product. There was incredulous suspicion in the air, and some of the people, me included, just didn't get the idea until we played 20 questions. As questions and discussions pounded in, it was clear that the biz plan and the marketing plan will have to focus on the product part and educate the consumer about the tech part first.

One Pakistani telco comapny, GoCDMA, could learn from this. The product hasn't worked, and the marketers complain that the customer doesn't get it. Ahan!

For more help on elevator pitches, see sister site: Only 30 Floors

Email: nextbyramla AT gmail.com

Burning to find answers?

Burning Questions is a premier global business gathering where... leading executives and management thought leaders... explore the latest research and emerging best practices that will give... practical insights for steering [an] organization toward a more productive and profitable future.

Burning Questions is where forward looking business people discuss, debate, and ultimately set the strategic agenda for the months and years ahead. {Read More...}