THINGS THAT NO LONGER IMPRESS ME

  1. Name brand of clothing

As long as it is comfortable and fits well I don’t care.

  1. The price of the car

My current car the Honda City is over eight years old and it serves me well , does the work of transportation when I need.

  1. Square footage of home

A smaller home is easier to maintain, I am not impressed with bigger homes.

Our current home that is around 1000 sq ft with a space for my WFH that is sufficient.

  1. Amount of money in the bank account

Nothing wrong with money , it is exchange for Value you bring to the world, it lets you live life on your own terms .

But beyond a point it only matters if you can help others or what good you can do in the community with what you earn.

The lockdowns have demonstrated how little we need to live.

  1. Gadgets we use

I do buy gadgets but as long as they serve my work beyond that I am not interested In buying the latest shiny object that is out there.

  1. Social media likes

People put out pictures of their vacations or food they eat , tell their best stories.

But I know they are only part of the story not the whole story.

I was not always like this , I have changed over time .

I understood that what truly matters is health , family , friends and freedom.

We deeply yearn for ‘Freedom’ to live life on our own terms but we start imitating the culture.

It is not a restricted lifestyle rather it is focusing on what truly matters in life.

I am sure the pandemic has been a wake up call for us to reflect on what is truly important.

Do you agree ?

P.S- ( Need to yet work on the nutrition bit )

ALL CREATION HAPPENS OUT OF ABUNDANCE MINDSET

Look at any creator and you will see an abundance mindset . Creation never happens out of scarcity mindset.

Yet what we learn from our childhood is largely driven by fear and scarcity. Only a few kids in a class rank top in a defined curriculum so we are taught to compete . What is missed is that each child is different, each has a unique gift . We try to box the definition of success , only a few can succeed and most are doomed to live an average life is what we are told and what we also see.

Competition : if the resources are limited or only a few can reach the top then competition is a natural behaviour that is driven into children . We are constantly reminded that only the fittest survive and that it is a dog eat dog world out there. This implies that most have to either fail or live an average life and only a few can succeed. Every magazine puts the pictures of the top 50 most successful people in the field , what happens to the rest ?

Money : As we grow it is then instilled that the one who has the most money is the most successful so we get driven by greed and desire to accumulate more . Our bank balance starts defining who we are . The race moves from scoring high marks in school to who earns the most or has the most.

Yet ask anyone who has a big bank balance and they will tell you beyond a point having more money does not add to life. A bigger house beyond a point does not add to happiness.

Risk : The schooling system teaches us to avoid taking risks as failure is looked down upon . Safety of the crowd is what is hammered in every child.

“Don’t take risk , don’t be different” is a lesson we learn. At each step the majority learns to operate from scarcity, that there is not enough. Our definition of success. Itself pushes us into a scarcity mindset.

While you look at any creator the key quality is abundance mindset. What if you were to turn the game and ask different set of questions.

Q1. If there was no problem with money what would you love to do ?

Q2. What is your unique gift ? what makes you most alive ?

Q3. What is the value you can add to the world?

Q4. Who can benefit from the value you can add ?

Q5. How would you live if there was no limitation to what you could create ?

A creator mindset operates from abundance, is willing to take risks , The future of work is more individuals living their passion. The pandemic has made this even more possible as work from anywhere is now mainstream.

The keyword is ‘Value Exchange’ . There is enough in our world for everyone, we need to drop our definitions of success. Abundance mindset is what we need, knowing that we will be taken care as long as we add Value in our world.

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.

WHEN THERE IS GLOOM, CAN A STORY SPARK HOPE

It was this very question that got me to start Heroes of India YouTube channel.

Global pandemic had been announced.

The world was locked down.

There was uncertainty, gloom.

The storyteller in me wanted to change the narrative.

With stories of hope , of real heroes.

Those who did not walk away.

Those who chose to make a real difference in our world.

I wanted to tell these stories through short films.

Even if I could inspire a few or get a few to support their work.

I would be happy.

But I had no budgets , no experience, no team and it was lockdown.

Excuses.

I used the Nike slogan ‘Just do it’.

I wrote a few mails , support poured in.

The team happened.

The team took on the challenge.

Today we have made 12 short films on YouTube.

Do you believe that the narratives we tell define our life ?

Do you believe the world needs stories of hope?

Do you want to be part of this movement?

If yes, Join me in spreading the stories of good.

Can you help us cross the one thousand subscribers milestone?

Subscribe to https://lnkd.in/dhvZuxP

Are you a content writer, video editor, digital marketeer ?

You can join as volunteer.

Drop me a mail at sanjay@crowtales.in

7 THINGS I LEARNT FROM GROWTH HACKING FOR A CLIENT

Yesterday my very first client I worked with after I got out from the Corporate world as a marketing strategist and coach hit 5x business.

Yes it feels good even as the pressure now mounts to sustain the momentum.

This is what I learnt from the experience

1. Passion – the client is completely passionate about what he does , he is not just there to make profits but is completely committed to making a difference to the customer segment he serves.

Of course profits are essential to provide world class service but the driver is purpose.

The very first questions every brand and business needs to ask whatever the size maybe – “Why do I exist ? – what will happen if I do not exist ?”

2. Trust – He was my first client when I stepped out from the Corporate world as an marketing entrepreneur and coach.

He trusted me and has stayed the trust for the long run.

Yes there were results at every step but he has completely trusted my calls and the way I guide the sales and digital teams both internal and external.

This is most essential, many clients are impatient and keep second guessing or they keep listening to many voices .

This creates confusion and does not help in staying focused.

In any business it is essential that you focus and if you have a coach might as well listen to him.

Sometimes a good coach may tell you unpleasant things but that is the role. Listen !

3. My Belief – I personally believe in what my client does and that he adds value to his clients. I call this #blessed work .

You get paid for doing good work is what I love. It is meaningful work.

If I as a Coach did not have faith in my clients work and potential I could not have helped produce the growth outcomes.

4. Team – it takes a team to produce outcomes. We have a highly passionate and committed team .

In my work with clients as a Strategist and Coach I work with both internal and external teams. Wherever needed I pull in expertise from my network.

Again the client provided me the space to take my decisions.

A orchestra is as good as every performer.

5. Focus – It is essential to focus and not get distracted.

Being consistent needs a lot of patience and hard work.

The client has stayed the course for long term with sharp focus.

In the digital world Focus and Consistency are the most important keywords.

6. Investing to Delivering the Promise – the client understands the importance of a satisfied client, rather he calls them ‘family’ .

He is consistently investing in people , process technology and innovation to help scale and deliver the service promised.

(many in the competition even copy his innovative protocols)

I do believe that word of mouth is the best marketing.

We are seeing a consistent growth in organic traffic that comes through referrals.

7. Investing in marketing- the client has been consistently investing in both performance and brand marketing.

We have consistently used client member storytelling that is authentic and inspiring.

Your work needs to speak and speak loud. And what better than your own clients telling their stories.

Whenever I wanted to initiate innovative marketing campaigns the the client was willing to back me and invest in the calls.

One more important learning I always carry is , “THE REAL FUN IS IN THE JOURNEY, NOT THE DESTINATION.”

A good client helps you discover the best within you

Sanjay Mudnaney

http://www.sanjaymudnaney.com

WE LIVE A STORY

We are here for a finite time and one day nothing will matter.

Dreams and worries will be buried , turned to ashes when it all ends.

Just in a moment everything will be over.

Finally it all ends , one day sometime in the future even our planet will vanish into a void.

How can we make sense of anything.

What is the point of it all , all our struggles are meaningless.

We add meaning to this seemingly meaningless existence with our Stories.

We seek to be immortal with our Stories as we fear vanishing into a void.

Religion is a Story that gives meaning to our lives .

Country is a collective Story of the tribe.

We are willing to die for our Stories and we are even ready to kill.

We create villains, the others , fight , create divisions with our Stories.

We live and die for our Stories.

All creation happens with a Story.

We create the Story of life after death as not existing does not make sense.

Leaving a legacy is a Story of our desire to be immortal.

We stretch beyond our physical limitations all because of Stories we tell.

In our Stories we have our heroes and villains .

We admire heroes and despise the villains.

We try to be like our heroes as we admire their stories.

We learn to hate our villains.

We try enrol others into our Stories.

Then there are those who we call our leaders who tell us a Story we all buy into.

We hear their Stories, get inspired and become a part of their tribe.

We are not ok is a Story told by advertising.

We need to get somewhere from here is a Story.

From here to there is a Story.

Success is a Story so is failure.

Self identity is a Story.

Yet finally it all ends and nothing matters .

Life is just a grand Story.

We are the Stories we tell .

If this is so why not tell a Story that inspires.

We have the choice , only humans have this choice to choose their Story.

Why not have fun while the Story lasts.

Why not live a Story that makes waking up every morning exiting.

Why live a Story of fear , survival, limitation.

Why not live a Story of gratitude and love.

Remember finally it is all meaningless .

In a moment it all will just vanish.

Till then let us have hell of a ride and live this life Story fully.

Sanjay Mudnaney

#passionproject

WHEN EVERYONE IS SELLING , TELL A STORY

We get on any social media platform and we find it filled with Advertising.

Everyone seems to be selling something.

We are identified by various data points stored on us by the platform, maybe thousands , some even we may not be aware of.

The trail we leave behind on the digital world is monitored.

Algorithms try figure out what we are most likely to buy.

And the advertisements show up on our feeds.

This is interruption . We switch off.

We don’t come to social media to buy. We come because of our reasons.

It gets irritating, annoying at times .

Like a street Bazar with many stalls each of them tries to grab our attention.

Except we did not plan to come to a Bazar.

Grabbing Attention is critical , there are so many advertisements that throw up .

The algorithms and machine learning are always learning to read our minds.

“What are we most likely to buy” is the key question being asked by the platform.

This is their monetisation model . Nothing comes for free .

The term digital marketeers use is performance marketing. Digital Marketing that drives business and can be measured.

Interruption marketing has now moved from physical to digital world.

The conflict is consumers have a different reason to visit social media platforms .

They visit social media platforms to learn , to get entertained , to get information , to participate in connected communities , to build and be part of tribes.

With the smartphone in hand consumers set the agenda .

The control has moved from the advertisers and sellers to consumers.

Stories are consumed because they are entertaining, they inspire .

Humans are naturally wired to listen to stories, share stories.

Good stories are shared.

Video content is 80% of the traffic on digital.

Visual stories stand out .

Brands need to learn , stop selling and tell stories. Stop interrupting and focus on entertaining .

Because the control has shifted and consumers switch off from interruption.

Real stories well told , inspire, build trust, touch the heart.

Most important, when data is forgotten in minutes, stories are remembered over the years.

Future of marketing is Storytelling in the Digital world.

Every Brand has a story,

Every Organisation has a story ,

Every Cause has a story,

Every Startup has a story,

Every Leader has a story,

Every Employee has a story ,

Every Client has a story ,

Every Beneficiary has a story,

Every Tribe has a story,

Every culture has a story.

Dig deep an you will find each one of us has a story and our stories are common.

As humans our desires and fears are similar.

From ‘Here’ to ‘There’ is the most powerful story ever told.

Stories well told can inspire action , build tribes.

Stop selling, start storytelling.

In the Digital world we are the stories we tell.

Sanjay Mudnaney

Founder at http://www.CrowTales.in

Brand Storytellers

WHAT IS PASSION PROJECT ?

What would you do if you lost your job tomorrow?

You think that is not possible. Think again .

Thousands lost their jobs suddenly overnight during the pandemic. No warning.

One of my colleagues from the first company I worked at connected with me , he was looking for a job , he was desperate , months had passed with no income and bills needed to be paid.

His wife was seriously sick , he did not even have a Mediclaim and medical bills added to his misery.

On the other spectrum I have heard the term repeated ‘Thank God it is Friday’. Employees postponing their lives to the weekend and the next vacation.

This got me thinking, something is wrong in the way we work and plan our careers.

Why would anyone want to trade life to pay the bills ? And yet find themselves suddenly stranded without the means to pay the bills.

I have been blogging on #passionproject for a while now .

In this blog I will answer why I feel this topic is urgent and why this blog.

#passionproject is URGENT because I see everyone is going to be impacted.

Everyone.

It is about emerging of a new world and the way of work and living.

It is not the future but it is happening now at this very moment.

The rules of the new game are that those who play for survival will have the greatest threat to their survival.

Skills that can be defined will be replaced !

They will be replaced by someone or something cheaper somewhere in the world.

Distance will not matter , the work can go anywhere, remote working is no longer a buzz word .

Not just change but speed of change will add to uncertainty in careers and jobs.

Technology developments will cause disruptions.

Entire industries will vanish overnight, a business can get wiped out in no time.

Jobs can be lost suddenly , there will be zero security , not that there was any earlier.

Adapting , innovating and taking risks will be the only way to thrive in the new world.

What worked yesterday will not necessarily work today and definitely not in the future.

Q: So is there anything that is going to be constant and in demand ?

Ans : Yes and the term I use is ‘Passionate Artists’

Passion for what you do as a quality will never fade away.

The world needs passionate individuals ,teams and leaders.

The future is for those who follow their passion and make their work a piece of art.

Art and artists at work will always be in demand because they cannot be replaced by someone or something cheaper.

Artists do not follow the crowd , they create their own art , their life is devoted to mastering their art .

Their art is valued because of the value it brings to the world .

They will never go out of fashion as they are not defined , they are not boxed and they don’t draw boundaries.

They don’t guard territories.

Passionate individuals stand out from the crowd because they are like none , they don’t hide in the crowd , they stand out.

They will challenge the status quo. They will rock the boat.

Passion project is my small attempt to inspire those that have forgotten their dreams , their passion, their art .

By not taking the risk now , by not stepping up to their possibilities, their individuality they are risking their future.

By being in comfort zones , they risk survival. There are no comfort zones any longer.

I see an urgency because those who burry their dream to survive are hurting.

I have seen friends and colleagues lose their jobs some struggle to survive and yet bills need to be paid . They are up the wall.

Passion project is also a soul journey for me to meet passionate people and discover and live my truth.

We all know this , each individual has a gift and it is unique.

Fear of the future and bills that need to be paid holds them back from living fully.

Comfort zones are cozy.

There is urgency also because the time we have on the planet is limited and no point of dying with your song yet in your heart , with regrets of not having lived.

Passion project is a message to discover and live your passion whatever that maybe.

And it is not about money or success or fame . Those are incidental.

The measures of success we have defined as a society are broken .

Living fully in ‘this momentum’ , NOW is all that is to life.

Doing something you ‘hate’ or living for the ‘paycheque’ is not in alignment with why we are here on this planet.

We are here to share our unique gifts with the world.

Also it is not about a goal . It is about the journey. It is about each day , each moment.

It is about being and living authentic life not a projection of others or the society.

It is about living your possibilities fully . It is about singing your song .

Ultimately it is about freedom to choose and living life on our own terms .

Passion project is a urgent call to be more alive , Free , NOW !

Sanjay Mudnaney

#passionproject

DROP YOUR AGENDA TO FULFIL YOUR AGENDA!

I have been reflecting on the subject ‘What is the concept of business and why does all commerce exist ?”.

If we look around most of the time of the human race in the world as we see today revolves around the idea of ‘Money’ .

‘Money’ is central to everything, things we can buy , things we can experience, status , power even health services we can access with money.

Either you are a seller or you are a buyer as an individual or as a collective called the organisation.

Employees sell their time and expertise to organisations , organisations sell services , expertise or products to the masses .

Central to every transaction is “Exchange’ and if we dig deeper there is the concept ‘Perceived Value’.

When you dig deeper there you find there is ‘Agenda’ . “Why do we do anything?” . Every human being at any given point has an agenda.

Why do you do a job , why do you run a business, why do your customers buy . There is an agenda .

The agenda is always about ‘Me’ , break it down people are interested in ‘Self’ . No one is interested in the ‘other’ .

This is an interesting contradiction, all the while when any exchange is happening there are two parties and there is an ‘Agenda’ .

Even every noble cause has an Agenda , religion also has an Agenda.

‘Getting’ and Giving’ are two sides of the agenda . And there is fair exchange.

Agenda of Individuals

1. Survive : pay the bills , stay healthy

2. Thrive : fulfil desires

3. Fame : Get recognised and liked

4. Belong : family , friends, community

5. Contribute : Individual talent that is valued in the world , make a difference

6. Spiritual : ( a false belief , those who truly understand would know the falsehood of ego at play ) Going Beyond self

Agenda of Organisations

1. Maximise Profits and returns for stakeholders ethically

2. Consistently Grow in a profitable way

3. Survive through difficult times

4. Solve a problem in the world

How is this useful ?

Whether it is individuals or organisations they have THEIR OWN AGENDAS.

Yet the interesting part is is to fulfil Your own Agenda , you need to fulfil the Agenda of others – whether individuals or organisations!

It is in this space that VALUE Exchange happens. The question individuals and organisations ask is

“What is the Agenda being fulfilled and what the value they get so what is the value they they are willing to pay for”

Naturally low the perceived value , lower the pay.

Perception is not just the quality and quantity of service and product delivered but a more complex equation of how it is seen in the mind . Perceptions are held in the mind . A label can decide the value . It has to do with emotions. The shoes may come from the same factory but add a label and Value jumps . It’s fulfilling an higher agenda of being seen and liked .

Money is nothing but an exchange measure of the perceived Value delivered .

Where things go wrong is when individuals and organisations focus on personal agendas . No one is interested in YOUR AGENDA.

Do you hear these statements

“I want to grow a million subscribers”

“This year we will make a record sale”

“I want to change the world”

No one is interested in your agenda . Full Stop .

The other place things go wrong is when there is safe play . Playing safe you become a commodity. And commodity will be replaced sooner or later with something or someone cheaper .

When organisations become ‘Me To’ and offer commodities the only way to survive is by offering the lowest price.

The way to Thrive with Your Agenda then is

1. Fulfil the agenda of others – solve a problem for clients , customers , employer , donor

2. Be valuable – Don’t follow the crowd , Stand out , be different, be rare , be authentic

HOW BSR COACH GOT 1 MILLION SUBSCRIBERS IN ONE YEAR

Nithya Shanti a close friend had organised a session with BSR Coach a highly successful YouTuber . As a marketeer I am always keen to learn and took up this opportunity.

BSR started making YouTube videos because he was not confident and came from a vernacular medium school. This was his way of getting over that fear of speaking . He started with a goal of making 365 videos on YouTube.

Prior to 2018 BSR had made over 120 videos with fewer than 3000 subscribers on YouTube . He felt demotivated and gave up . He stopped making YouTube videos.

It so happened that he was called for Josh Talks ( equivalent of Ted Talk in India ) to share his experience on succeeding with speaking English. This video garnered over 5 million views. He was surprised. He analysed and understood what he was doing wrong .

He found that lot of people were interested in this content around succeeding with learning English . That was his first lesson . Below are few of the lessons shared by BSR that could be used to any YouTuber to grow a million subscribers.

1. Make content that is being watched , not content you think they like : It is easy to find the content that is being watched by audiences. Do a simple YouTube search . You need to focus on what is already working and watched.

Broaden your audience first before going narrow. If you want to target those with Heart disease take up all chronic health conditions that are being watched along with the narrow focus .

2. Watch time is important: Earlier he would make short videos and that was a big mistake . He realised that algorithms of YouTube looked for watch time and those videos were thrown up to audiences. From 3-4 minute videos he shifted to videos that were above 9 minutes.

3. Consistency : for past one year he has been consistently sharing his videos every Tuesday and Friday at 4 pm . He realised that the YouTube algorithm looks for consistency of sharing, also the audiences get used to the frequency and they expect the video.

4. Time : He found two time slots work for his audience 1. 6 am ( people have some time in the morning) 2. 4 pm ( evening break from work) .

5. Thumbnail: He understood that thumbnail plays the most crucial role . It is not the quality of video but the quality of Thumbnail that is essential. He found colours like Yellow and Red got attention . He recommends text occupy over 80 % of the space of the Thumbnail.

6. Title: This is next in importance , he studies titles that are working on the subject he would take up and puts up those titles and at times he would even copy titles . ‘How to’ , ‘Tips ‘ , ‘Secret of’ , are great title words used in title searches.

7.Language : He found that Hindi language has a far bigger audience and reaches masses rather than English which has a much smaller reach in India . He is clear he wants to reach masses so he uses Hindi more than English.

8. Give freely : He does not mind sharing freely, he is not bothered about anyone copying his content.

9. Negative Comments : He does not bother about negative comments and let’s them be . At first he would get demotivated now he is got used to it .

10. CTA : He has learnt that audiences need to be reminded to subscribe and he does that at the beginning and at the end . “Tell your audiences what they need to do maybe it is to join a program , have clear CTA .” he says .

11. YouTube live : He does long format YouTube live workshops with thousands attending. This also gives him longer watch time.

VIEWS and WATCH TIME are two most important parameters according to him to drive subscribers. One doesn’t need the best equipment and invest a lot of money to be a successful YouTuber he says .

He says all videos will not go viral and there is no way of knowing which will but a few that do go viral will add maximum subscribers. So consistency is important .

Organic way is the best way to increase views and subscribers he says . I have seen his sessions and I must confess that BSR is highly passionate about what he does and this is reflected in his session.

Thank You BSR Coach for sharing freely your success as a YouTuber and Nithya for organising this . May you inspire many more .

If BSR can achieve 1 million subscribers in one year through his dedicated focus and hard work, so can anyone if you pick up the best practices. Begin now and be consistent, no excuses.

P. S – Please do subscribe to the the BSR Coach YouTube channel

Sanjay Mudnaney

#passionproject