HOW DO YOU TAKE ON THE LEADER ?

How do you take on the leader in the marketplace with one tenth the budgets ?

The story goes back to 90s.

Computer education was booming.

NIIT was the leader.

I was heading marketing at Datapro an upcoming IT education company.

NIIT was splashing money in national mass media .

We had maybe one tenth the budgets.

Could not take on the leader on their ground.

I chose guerrilla marketing strategy.

Converted the area around the education branch into a war zone.

Undergraduate students were the TA.

Aimed 5x times the exposure of the leader in the local war zone.

Business jumped .

We did give NIIT a good fight.

Never take a leader on their battlefield.

You will be crushed.

Create your own battleground.

At heart of marketing is strategy,

At heart of the marketing strategy is the customer.

What creates magic is passion.

Author: Sanjay Mudnaney

My favourite line is "Don't die with your song in your heart". Being aligned to Your 'Truth' is being in Integrity of existence. The future of Life and Work is being in Integrity. I believe that it is time for passion economy as a new world emerges where location does not matter , organisations and people will seek out passionate individuals who are living their calling and making a difference in our world. Experiments in Integrity and Future of Marketing are two themes around which I will share my thoughts . I am on a journey to explore being in Integrity with my 'Truth.'

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