MAM
Age of Abundance
You might have the best team with the best of innovation, but there are these overly diluted markets out there, glutted with look-alike brands and identical services. The challenge is to fine-tune a marketing process that will not only re-energize the production but produce a shaper edge in design, quality and value, and build a unique iconic identity.
Recently, we came out of the age of curiosity, entered the age of scarcity and are now sinking in the age of abundance. Everything is here.Today, all over the world, millions of identical companies are producing millions of identical products and services, and they are pushing identical prices on identical delivery platforms. On top of that, they have identical management and identical corporate behavior all the way from the boardrooms to the cubicles.
Furthermore, there are identical brands, identical names and identical business and identities. If you’ve seen one, you’ve seen them all. There seems to be a serious lack of originality, substance, courage and leadership. Is this age of abundance going to drown us?
Why We Ended Up Here
Compulsory and forced innovation has limits; there are only so many ways to re-design a car. Moving ashtrays and coffee mug holders every two years is not a new model of a car. Levitation is. A computer in its current hardware shape is completely outdated. So are thousands of other things.Our current culture is responsible for this lack of original and creative innovation. Office cubicles have taken away the power of innovation as masses have been conditioned to rigid conformity, visible isolation, linear formations and assembly-line mentality. Copying has been awarded as a safe play.
THREE SOLUTIONS
Bring down the wall. Like the Berlin Wall, bring down the cubicle and run around like the Incredible Hulk. Ask your teams to create at least one new idea every day. Discuss it with some serious effort. If not immediately applicable, then file it away for future reference. Ask and ask again and again: Why are your products and services SO similar to your competitors, including the colors, prices and the brand names. Only if asked with persistence and honesty will it create and open doors to innovation. Don’t blame others, just search for innovation.
Find the ropes. Like Spiderman, avoid the elevators and scale the headquarters. Jump and bypass your immediate bosses, as often they are the ones directly responsible for playing it safe by adopting simple rules and for following others with identical goods and services. Go to the top; it is easy, all you need are ropes and good swings. Innovation is the bond and the glue between new products and customers. Good ideas will easily rope in the management. Next time, ask before pushing the elevator button: Is this the only way to go to the top?
Fly over the globe. By air or at least via the Web, circumnavigate the globe — not merely once a year but, rather, daily or even hourly. There is a wild, wild world out there. The ideas and opportunities are endless. Global research is critical today. To stay ahead, lead your teams to sharper innovation. This can be achieved by observing global trends and market shifts. Put your suits away; try a robe for a change.
In conclusion, you might have the best team with the best of innovation, but there are these overly diluted markets out there, glutted with look-alike brands and identical services. The challenge is to fine-tune a marketing process that will not only re-energize the production but produce a shaper edge in brand design, image quality and value, and build a unique iconic corporate identity. When there are too many identical business journals, it seems comic books, after all, are nothing to laugh at.
Brands
SPNI promotes Tavishi Budhiraja to vice president for HR and DEI
Longtime HR leader steps up to drive revenue teams and inclusion agenda
GURUGRAM: Sony Pictures Networks India has elevated Tavishi Budhiraja to vice president, HR business partner for revenue functions and diversity and inclusion, strengthening its people leadership across key business verticals.
In her expanded role, Budhiraja will oversee HR strategy for revenue-facing teams including ad sales across linear and digital, distribution and international business, while continuing to lead the company’s diversity and inclusion initiatives.
Budhiraja has been with the network for over 15 years, rising through the ranks from HR business partner for ad sales to assistant vice president, where she also took on the diversity and inclusion mandate. Her elevation reflects both continuity and a sharper focus on aligning people strategy with business growth.
Prior to joining SPNI, she worked with Reliance Communications as deputy manager, gaining early experience in human resources.
Announcing the move, Budhiraja said she looks forward to deepening impact and strengthening people strategies across teams, while continuing to grow within the organisation.
The promotion comes as media companies increasingly invest in talent and workplace culture to support evolving revenue models and digital expansion, making HR leadership a critical lever for long-term growth.
