I believe that I am good in asking questions.  By asking so many questions, I may sound stupid but in reality that makes me more knowledgeable than many others who do not ask questions.

WHAT NEXT?

This is one question, we always ask each time we are faced with a situation. Missed the train and running late for work – what next? Your favorite shirt is still in the laundry – what next?

Today we are talking about “what next?” in a context of our career and business. The business of communication is a difficult one. But, I am surprised to know that many successful people in this business today are difficult to communicate with. I am one of them. Am I successful or Am I difficult? I guess both to a certain extent.

AN AGENCY VS. AN INSTITUTION

Let’s see what do we have? A successful agency or a respected institution? Your agency will become an institution only when you give importance to knowledge and people rather than systems and processes. I remember during one of my previous jobs, we were asked to develop Standard Operating Processes (SOPs) and I presented my SOPs (Simple Organization Principles) and faced opposition from many management team members – except my Chairperson. I strongly believe that she always wanted to create an institution, but people around her gifted her an agency – a very successful one.

KNOWLEDGE VS. INFORMATION

I just completed a media training for a leading multinational bank and had a chance to explain to the spokespersons there about a difference between an information and knowledge. Information becomes knowledge only when you apply it and act upon it. We process lot of information for our clients but do we really convert it in knowledge? In an agency, you don’t do it but in an institute you would definitely do that. Your knowledge will help your client sell more products. Your knowledge will you developing compelling stories for your brands.

ACTION VS. REACTION

Your agency will become an institution, when your stories will result in consumer actions and not just reactions. Your copy, your headline, your message should ask them to act and buy your product or service – NOW. This post would be successful only if it helps few of my readers to act upon and work towards creating a knowledge driven organisation.

MASS VS. PREMIUM

We work with select clients and add lot of value to their communication. Clients are willing to pay premium for the brains being applied for their benefits. We design our offerings based on lots of research, knowledge and compelling stories for consumers. We take great pains to do so but it also gives lots of pride and satisfaction.

WHAT NEXT?

Well, let’s come back to our original question. Next on the agenda is to develop an institution where knowledge merges with original thinking, human technology converses with consumers and become a niche player in sustainability & social business communications. If you are looking to shape your future – please follow my advice and learn about sustainability and technology. That will surely take you long way in your life and career.

It’s time to act, now.

Take care.