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To be known or unknown

Everyone does something. Some do what they ought to. Some what they like. Some do it for pleasure. Some do it for profit. Some do it quietly. Some make a noise about what they do. Some are known for what they do. Some do, but are hardly known. Some do it with a purpose. Some do it without knowing why they are doing it.

Different folks, different strokes!

A passionate teacher works tirelessly, sometimes for a pittance and sees many students reach great heights. They prosper financially, make a name for themselves and are remembered more than the one who taught them the foundation principles.

A small actor from a town’s street play group performing for social awareness makes it big on the silver screen. Though doing meaningless roles, he becomes immensely popular, starts making big bucks and hits the headlines.

If you look around, you will find that these are not isolated cases but some of the many that you will come across.

The tough question is what do you aim, desire or be satisfied with. The teacher could definitely do with some recognition and of course money. The passionate, driven by a larger purpose of social awareness would welcome better achievement of their objectives and some better conditions for themselves too.

Like people there are many brands in the marketplace which face similar dilemmas in their journey. Should they aim at popularity, recognition or focus on what they have to. Should they look to more profitable avenues or continue in their areas of strength.

Honestly, there are no clear cut answers. If there were, then the world would not have the various shades of grey that makes up the landscape.

However, conventional wisdom does teach us that fame, popularity and financial gains should not be the sole guiding forces of any journey. They are by-products.

The teacher does what he does because he is qualified to do something, enjoys what he does and is happy for what compensation it provides. The actors driven by the passion to make a difference do what they do, enjoy their purpose, drive satisfaction and the compensation is incidental.

If people enjoy what they do, why they do, and what compensation they get from it, it bothers little to them if someone else is getting something which they aren’t. They understand that some vocations allow people to be more visible, some don’t and people are willing to pay more for some things even though they may not be of as great a purpose as theirs.

Many organizations especially in the B2B segment are doing a great job, and are in fact extremely profitable too, but are hardly known outside their industry. On the other hand small players who need to make themselves noticeable are well known to the general public even though their operations are a fraction. Both need the maturity to understand that popularity is not the litmus test for what they are doing.

However, there is something that the people can do in their evaluation process. On their part they too can understand that mere awareness or visibility of a brand is not what matters. They can put into their minds an evaluation matrix that will then put what people do, why they do, and what they get for it, in the right perspective.

Would that change your perception? Try it.

Posted in: Branding, Work Culture

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