What pride does a person hold, when is carrying the visiting card of a top MNC, say – HUL, Kellogg, Future Group, Nestle etc. This visiting card is so powerful that you can just walk through any account, any retailer, and any distributor and so on. They are always on top of situation and this is the image what the brand creates. When confronted with other less know company personnel , they carry an attitude in them, exhibiting that they are the best of the lot, sometime leave an impression on the other person, that their opinion does not matter.
Let’s look at a situation, take the brand out of the person and let him now create the business. The challenge starts now. At this point it is not the visiting card that works; it is the person who now is a brand on his own. There are two behavioural developments that happen due to this. Let’s look at each of them.
One – When the shift is made from a large company to a small company, the difficulty is immense. Most of the people are unable to find out why they who were once very successful with top companies are unable give significant perform.
Of the various finding that I have derived, the one most important finding is that, with large companies the brand does 70% of sales, the balance 30% is to be done by you. So most of the time, people are camouflaged with the success of brand, relating it to their success. This delusion creates lethargy in the mind of them and when they make a shift, they are unable to perform in brands that have less awareness in the market. Bluntly speaking, they cannot work with products that are push product and are not supported by advertisement. Therefore you see most of the time people who work with brands are unable to replicate success when they move to smaller brand. Even if they do the success rate is very low.
((A small anecdote: People have funny reasons to work with brands. In one of my interaction with a person who was working with a smaller company, came to me and told me, ‘My family is unable to find a bride for me. The bride’s family is looking for someone who works in a branded company. I work in a moderate company, so no one is interested. Moreover you see, had I worked in a branded company I am also qualified to get a good, dowry.’’ I was so amused with such a reply that I had no reaction at all.))
Two – There are some other people, who are truly good and have the capacity to adapt. When they move out, initially they face a lot of difficulty but slowly and steadily they develop and are able to replicate the success. These are those people who have the right ingredient to create bigger success. Believe it or not, they are brands in themselves and will survive in any situation and make the turn around.
Creating the brand call YOU:
Practically it is the type 2, that are in the future successful Entrepreneurs and Independent consultants, who create their own business. They do face initial hiccups but are eventually successful. All their success is based on the moves that they have made on their own, not depending upon someone. If faced with problem, they would never run away, instead they would look it in the eye and solve the issue in hand. They keep on upgrading themselves and are always ready to adapt to change though the knowledge they have. They never take shortcuts, they know that the road to success in long and they have the patience to wait and do it the right way.
The best part is they never retire; they keep on learning and working till the end of life.
FMCG – Foods Professional
Business Consulting, Change Management, Sales Management, Start Up Implementation