Thursday, October 13, 2011

(Ruta Writes...) Nestle: Brand Evolution Story

Nestle - the World's largest beverage and food company. With the range of products that NestlĂ© offers – from baby foods to chocolates to confectioneries to health foods, it truly is a lifestyle brand.
I studied the evolution of the Nestle brand as a part of my Branding & Marketing Project. 
NestlĂ©'s “objective is to be recognized as the world leader in Nutrition, Health and Wellness, trusted by their stakeholders, and to be the reference of financial performance in their industry.” It is interesting to see how they have achieved this objective. 
Here is a link to the presentation: http://prezi.com/wva3mnub-g9w/brand-analysis-nestle/

Wednesday, August 31, 2011

(book review) Linchpin

Linchpin: Are you Indispensable? by Seth Godin
Penguin Group, NY-USA, 2010

I gave this book a second look and ended up reading it again. At first, I did not write a review on this one as I thought everyone knew how great this book was. But then, I realized, there are a lot of people who are not even aware of this treasure!

Seth Godin really is a master of his "art". He mentions the word "art" quite often in the book - it does not pertain to art as in paintings and sculptures but art as in creativity in one's work. Seth explains what a Linchpin is and why Linchpin's are indispensable. He explains that the real world does not have any maps or pointers. If one keeps on looking for direction or a map from someone, he becomes a dispensable resource. Linchpins find their own ways and create their own paths. They bring original and unique creativity into any work they do. That makes them indispensable.

The book is a new maze of ideas and each reader can take numerous paths through it. Godin gets you glued to the ideas in the book.




Thursday, July 21, 2011

(Ruta Writes...) Open source and sustainability

I am currently learning about sustainable business practices. About hows, whys and wheres. At times I feel that being sustainable is like using the 'Open Source' principle. Everyone contributes and everyone gains.

That there is no "away" for our waste is a fact and everyone needs to contribute to the very notion of being sustainable. A few hands cleaning up 7 billion people's waste is not a balanced proportion. Ideally, it should be 1:1.

With the concept of 'Open Source' hitting so well in the software industry and with the easy-to-use collaboration tools, I wonder if this approach could lead to a global social reform. There are predictions being made that Open Source is the way to go for many other industries. This makes me think if Open source is the right way to achieve complete sustainability.

Monday, June 20, 2011

(Ruta Writes...) Innovation - to tread a new path ... revisited

I was a part of the Global Innovation Forum this week and it inspired me to go back to the "... to tread a new path" article - Here it is:

They say that “Once the game is over, the king and the pawn go back in the same box.” It’s something that many of us believe! I feel that this is a saying for those fatalist people who believe that they are led by their destinies. Few are those gems who stride the path that no one has, seek the light in darkness that no one has ever dared to. I feel... it is not about the destination but more about the journey and the way you live it. Sometimes, it is as simple as - decide to walk and the paths start following. Imagine… one lost in an expanse of grassland of thousands of acres where no one has ever been. There is nothing but the vast spread grassland and somewhere at the horizon, the grassland meets the sky. One decides to walk to seek a human settlement. After walking for a substantial amount of time, if one turns back and sees, for once will he realize that he has marked a way of his own that people might follow. The challenge to seek new roads will be more fun than reaching the destination. One may be known only by what one has achieved and people will look just at the outcomes. But, only one as a person will know the best parts of his journey. As a designer, I have seen that people and clients get awed by the final and finished products… but at times, I feel that the final product is not as beautiful as the inchoate idea. When innovating, the part of the ideation process where a innovator can really reward himself is the creation of an incredible idea… the creation of a path, creation of the set of solutions to an issue, to a problem that no one has thought of. The evolving of such an idea sets adrenaline running in an innovator’s bloodstream and gives him the spirit to create more… But when such people are constrained and made to abide by some parameters, it is then that the level of the invention starts degrading.

It is very hard to find such a person who doesn’t succumb to any such impediment and prospers. As a designer, I have listened to many people talk about hows, whats, whens and wheres of innovation. Most of them talk about innovation as a subject and a add-on to which, I believe, no listeners pay any heed. It is always inspiring to hear from people who not only "create" as a part of their profession, but imbibe it in themselves and make new innovation, a habit.

As innovators, we have to face practical constraints and come out of them. A classic and a convenient approach to address an issue would be to give out an optimum solution that fits well into the requirements and follows the constraints. But, how will it be to gaze at the solution which would be a mere factitious beauty that we have created? Thinking from a different point of view, and the changing perception of innovation from a mere add-on to a strategic step, where a innovator becomes a path director, a manager, a strategist, a economist and other endless positions, could we say that we could just not give out solutions to people but, guide them what to do and then surprise ourselves with the varied outcomes? Could this kind of a vision be translated into reality? Can we just raise people’s aspirations and leave them on their own to make them realize what they really want? Can we as innovators believe in ourselves so much that we boost people’s understanding about what they really want and be sure that people accomplish their solutions? Can we just go one step ahead of optimists and be leaders who direct the masses? Can we be content just to point the way and not actually walk the path but still be able look back only to find that we have actually come a long way over the lonely grassland?

Tuesday, May 24, 2011

(book review ) Buy-o-logy

Buy-o-logy: Truth and Lies about why we buy by Martin Lindstorm
DoubleDay, NY-USA, 2008

I have already written a review on one of Lindsotrm's latest books - The Brand Sense. Buy-o-logy is a pre-sequel to that. "Neuro-marketing" is one word that describes the book.

Using reasearch techniques like MRI instead of the traditional focus groups, questionnaires, interviews, observation, etc. to study the behavior of consumers (to study why we buy) is the basic idea in this book. The author considers his subjects (consumers) as unpredictable and irrational and he atttempts to understand them through  his research techniques. He tries to make a link between thoughts and actions while we buy.

I was fascinated after reading the book and it sure made me think why I buy and I started analyzing every product on shelf and every advertisement I saw after that - interesting.

Just one complaint - This is a research focused book and the author hasn't given much on applying these findings in real world settings or hasn't focused much on giving targeted examples (marketing).

Thursday, April 7, 2011

(Ruta Writes...) A Field With No Borders - Way to Innovation

Nature is just like that - no boundaries whatsoever. An atom can today be part of the oceans and tomorrow that of land.

I like to apply similar thinking to our lives - why is it that they say - a designer is a designer, that a doctor is a doctor that a business person is a business person.

We are educated from our toddler years. At first, we are taught a wide array of subjects in school - as we grow older and go to college, we choose a few subjects to study and then as we study more, we choose our focus and as we go ahead, our focus keeps on getting smaller and smaller - Nothing wrong with that - It is a good way to learn what you really like. Concentrating only on one subject deepens one's knowledge about the subject but in the course it cuts one's association with other subjects. Our thinking gets locked into a pattern and we start thinking in a predicted manner as we learn from our concentration study. Such pattern hardly evokes innovation.

But, as observed, innovation happens when there is a radicle change in the thinking pattern. When it comes to Mac and its success, Steve Jobs does not forget to mention his course on Calligraphy that gave him the design sense. It helps when you can take different points of view to look at a problem - that sparks innovation. If you have just one tiny view to look at a Elephant, you might see just the trunk or the tail or the leg - and assume that a Elephant is just that. It is only when you broaden you views, look around and have various perspectives, will you understand the animal.

Being a Master of one and a Jack of all is the way to innovation. Being multi-disciplinary in one's outlook, education and jobs should be encouraged. This is one key element to innovation.

Schools like Stanford are now encouraging and have courses where design thinking is applied to Business and Engineering. I feel this is just the start of a new era where a field will have no boundaries.

Wednesday, March 30, 2011

(book review) The Designful Company

The Designful Company: How to build a culture of nonstop innovation by Marty Neumeier
New Riders, Berkeley-USA, 2009

The Designful Company takes off from Neumeier's previous books - The Brand Gap and Zag. Like his previous books, this one too, is a little, not so wordy, comprehensive book that you can finish reading on a short train ride.

Neumeier throws some light on the competition that business face in today's world while attacking the obsolete strategies of the industrial age that companies tend to use even today. He convinces that a firms needs to make innovation a  permanent strategy to stay in the game and that companies today need to integrate design practices in businesses to better position themselves against competition and to stand out of the crowd. This would mean empowering designers in the company and giving them a platform in the company where they can canvas their ideas.

The Designful company sure talks about designers and design thinking, but the most important part is that design drives change or rather, design is change. Creativity leads to innovation.

I liked the reading list at back of the book - gives some relevant good read titles, listed subject-wise.

I liked this book, but not so much as The Brand Gap.