POWER OF INTEGRITY EXPERIMENTS – FUTURE OF WORK AND LIFE

Social Flutur will be the first experiment of creating a new way of working.

  1. Based on collaboration.
  2. Each individual bringing their best selves to work , contributing.
  3. Each individual experiencing collective abundance.
  4. A team based on ‘Trust’.

Do watch and follow this blog where I will keep sharing on a unique experiment on the way we work and live. I call this journey ‘Integrity Experiments’

What is the purpose of life ? Why do we work ? these are two questions that we all ask at some point in our life. There are goals I have chased in life and once I get past them I yet feel a sense of emptiness.

Integrity experiments is a journey to find truths around life and work . It is also an idea to build a new kind of an organisation for the connected age.

I begin with the following assumptions as i have experienced them.

  1. We all want ‘pleasure’ and want to avoid ‘pain’ , yet pain is unavoidable , suffering though is avoidable.
  2. ‘Culture’ is external to us and not our ‘Truth’, we become our ‘Culture’.
  3. We are all born with a unique gift , I call it ‘Our Truth’ our life purpose is to ‘Express our Truth’.
  4. Work is an expression of our ‘Truth’ but mostly it has got clouded with ‘Cultural’ truth.
  5. Our ‘Truth’ is connected to the Universal Truth , we are ‘One.’
  6. When we do not express our ‘Truth’ we ‘hurt’ and this can be felt in our lives in different ways.

Somehow the ‘Culture’ that is outside of us has got us hooked to chase what is not ‘Our Truth’ . What are the signs of not being in our ‘Truth’ ?

  1. We experience there is Scarcity in our world. We chase , we gather , we accumulate and yet feel it is not enough . There is never enough.
  2. We compete , success is seen as being ahead of the rest.
  3. We want to be seen and acknowledged by others , our existence is based on what others think of us.
  4. We move away from our ‘authenticity’ and put on a ‘mask’ that is very heavy.
  5. Work is ‘survival’ to pay the bills.
  6. Our life is about ‘Self’ , greed , accumulating , disconnected with the rest and our world.
  7. Culture creates Us vs Them.
  8. Our ‘Culture’ becomes who we are.

What is ‘Culture’ ?

All that is external to us that influences our behaviour can loosely be defines as culture.

The Integrity Experiments will revolve around ‘Living my Truth’, ‘Our Truth’.

  1. At Work – Building a collaborative organisation , each individual bringing their best self and operating from abundance in collaboration and ‘Trust’.
  2. In relationships – Express ‘My Truth’ in relationships and also be open to many expressions of ‘Truth’.
  3. Planet – See the oneness of all that exists on our planet , be a change to heal the world.
  4. Health – Get closer to the ‘Truth’ about healthy way of living and being. The mind/ body is a medium through which we express in our world.
  5. Spirituality – Connect to the stillness within be open to experiencing beyond the known.

and to begin with the experiment at work we pivot Social Flutur a Brand and Digital Strategy company to a collaborative space for those who wish to express their creative communication self , those that have a calling to build ‘Purpose’ driven organisations and ‘Brands’.

Social Flutur will be the first experiment of creating a new way of working.

  1. Based on collaboration.
  2. Each individual bringing their best selves to work , contributing.
  3. Each individual experiencing collective abundance.
  4. A team based on ‘Trust’.

Do watch and follow this blog where I will keep sharing on a unique experiment on the way we work and live. I call this journey ‘Integrity Experiments’

HOW BEING VULNERABLE CAN MAKE A BRAND MORE POWERFUL

A brand is like a living person.

It needs to be authentic to build trust.

No person can constantly be winning.

There will be days of struggle , days of failure.

There are moments of truth.

“Always good” is based on untruth.

Trust cannot be built on “Untruth”.

Can a brand be authentic and own up failure, say sorry ?.

Can a Organisational or Person brand share vulnerable moments ?

It’s difficult to be vulnerable. But it builds trust.

I experienced these both at Mastek where I headed Corporate Communications.

Mastek was the first company in the IT industry to give a profit warning ahead of quarterly results.

There was no precedent.

Obvious repercussions were bad press , investor calls .

Yet it emerged more powerful as a transparent and ethical brand.

The next story is of vulnerability.

Ashank Desai the Co Founder had an difficult early childhood.

There was his story of poverty and struggles.

Ashank has shared his story and lessons to inspire youngsters.

This has made him a strong person brand.

Being Vulnerable is strength.

Real heroes are authentic, they also fall.

Yet they get up and fight back.

Make your brand story more powerful.

Tell a authentic story. Be vulnerable.

WHO IS THE HERO OF YOUR BRAND SYORY ?

I started my career in marketing as a product executive.

AD Narula who was my first boss gave me the appointment letter and said “you are in charge , your neck is on the block”.

And I was truly on my own.

This was my first job.

I had to design and market a computer education product for Chartered Accountants.

Now I don’t have great liking for accounts and here I had to create and sell a product to Chartered accounts.

I did one thing I was good at , listen with ‘empathy’.

I met CAs and asked them their pain.

Accounting was rapidly getting computerised , they were afraid of losing business if they were not ready.

I designed a product to solve their problem and then very clearly communicated the message.

The product was a hit , it surpassed the certified Autodesk course in revenues.

Very early in my career I understood, it is not the organisation or brand that is the hero of the story.

The hero of the story is the customer , always.

This is one big mistake organisations make they focus within, on themselves.

They focus on adding features to make the product better.

You get paid to solve a problem, whether you are in a job or in business.

Who is the hero of your story and what is the problem you are solving in the world?

#marketing #branding

STORYTELLING AT STARBUCKS

I have been a Starbucks fan , hardly does a day go by that I have not visited a Starbucks caffe to have my favourite cup of coffee.

I do not visit Starbucks to just for the coffee but I go there because there is something special about the space. I love the vibrant energy of Starbucks and my ‘me time’.

Starbucks is my space between home and office . I go there to read , work , learn , meet friends and reflect . The baristas know me , they know the drink I like to have , feels like I belong.

Starbucks Hiranandani, Powai

When I travel I search for a Starbucks near me because in an unknown place it gives me the feeling of being home , in the familiar surroundings, the same energy, the same experience of ‘me time’.

Last week my favourite barista asked me to do a coffee tasting session and then she shared with me the story of coffee. After years of being a coffee and Starbucks addict I did not know the history of coffee.

It seems the story dates back to a village in Ethiopia where a shepherd one day saw his goats happy and dancing with joy , he was curious, they were eating leaves from a tree . He took some of the leaves back home boiled it in water and had the drink, he felt energetic. And that is how the story of coffee began .

Later the story goes Sufi monks would use it to stay alert while meditating so they did not fall asleep. And the coffee culture spread across the world.

That day my connection to coffee and Starbucks deepened , there are many personal stories I have around Starbucks , now I had a story around coffee!

Stories can get you hooked , now when I drink coffee at Starbucks there is another dimension the story of happy goats . It does bring cheer.

Brands can use storytelling to build strong bonds with their customers and I had witnessed just that with this story of coffee that was told by a Starbucks barista .

Are you telling stories around your brand?

Sanjay Mudnaney

#storytelker #passionproject

BRAND + GOOD = CHANGE

The future of Brand communication is Storytelling for good in the digital world , stories that inspire change , stories that connect with the heart , stories that are passed on .

The world had changed long before the pandemic , it started with internet , networks could connect across the world , I found one school batch mate and then a few more and then most of them . We met again after 35 years ! This was magic , I could find my school St Xaviers batch of 81 Tribe thanks to the internet . We once again bonded and stories came alive , thanks to the internet.

But then one one more change had already happened and that was the launch of apple smart phone , it was a phone , it was a music pod , it was internet all rolled into one . Over time apps were built that allowed for social connections , that allowed tribes of a few to connect . The smart phone was the world literally in our hands.

When people connected , they shared stories , stories of their lives , they listened to stories , stories that made them laugh , stories that inspired them , people shared stories with their friends and their family members . Like a virus pandemic that we see now spreading across the world , stories spread , the word ‘Gone Viral’ was born.

Control Shift

A bigger shift was occurring in the marketing world . Interruption marketing as we knew it was losing it’s grip , mass media , mass media advertising was losing meaning as consumers could no longer be interrupted . They did not want to be interrupted and they had also lost trust in Brands. They had logged off mass media and switched to consuming content on the smart mobile device .

A bigger shift occurred when price of data fell , now there was no restriction on the quantum of content being consumed , more mobile phones , more data being consumed , this was gradually killing interruption marketing .

Shift to Video

No one would have imagined that anyone could own a personal broadcast network and that could be beamed across the world . So long as you had a single viewer that was sufficient. Long tail had arrived. Influencers arrived , they were the new media , they could influence decisions.

As networks improved along with fall in data prices video became the primary data consumption capturing 80% of the data traffic.

Now stories were being told on video and stories were being shared across platforms like YouTube, facebook , Instagram , Linkedin.

Brand Story

Brands saw the shift from mass media to digital , from advertising to entertainment and they started to shift . Brands were now telling stories to capture audience attention , they are entertaining , educating , informing , there is a shift .

Brand for Good

There was another challenge that was faced by Brands , Brand Trust was at an all time low and in the post COVID world this is even more true , consumers expect Brands to be compassionate , they need to move from selling to connecting . These are troubled times where consumers feel the need to be cared and supported . Brands that care are top of the mind of consumers.

Amongst the gloom and doom consumers are looking for stories of good , stories of hope . Brands need to connect with stories of good .

Time for Good Stories

As head of social responsibility and Co-Founder of Mastek Foundation, I could see that there was a gap between doing good , philanthropy and business purpose . Now they all come together . They are not different divisions . Thankfully I wore both the the hats , head of marketing communications and head of Corporate Social Responsibility. I saw this change early.

When I combined the idea of students working on projects to build IT solutions for social sector with mentoring from Mastek employees I found I was building a strong employer Brand Story.

The Future

The future of Brand communication is Storytelling for good in the digital world , stories that inspire change , stories that connect with the heart , stories that are passed on . These would be stories told through visual mediums. There are so many good stories to be told.

Brands exist for a purpose and it is time to tell those stories . Every Brand has its own broadcast channel , its time to put the switch the channel on.

I am now on a mission to connect Brands with Good through Storytelling on good in the digital world.

Sanjay Mudnaney

Founder http://www.crowtails.in

Founder http://www.brandforgood.in