My favorite days of the MBA International Study Tours is always visiting the local universities.  Last year was Shanghai Jiao Tong University in China, this year we were fortunate to have a joint case study with Christ University in Bangalore.  We discussed and prepared a marketing and an information technology presentation to the group.

I was thoroughly impressed with the Indian MBA students.  They were overly prepared.  They had an unlimited number of charts, graphs, SWOT analysis, Boston Consulting Group Matrixes and articles to support their analysis.  I was blown away by the level of details.  Each team had an appointed a subject matter expert.  Laptops and mobile devices were quickly being banged and tapped to find the latest articles and information.

Micro and Macro Level  - The Perfect Solution

The themes I noticed between the U.S. and Indian MBA students were one of “micro versus macro” level analysis.  Another student referred to this as “data versus gut feelings.”  The Indian students are well trained to use data and supporting materials, in an almost engineering like fashion.  My U.S. counterparts were good at managing information and tying it all together. 

This exercise was an amazing example of how to effectively collaborate between two cultures and leverage each other’s strengths.  The key is leveraging these strengths and cultural differences is keeping your focus on the goal.  This is especially difficult across the country and in different time zones.  However, effective companies will try to make the culture a universal one.

My goal from this experience is to keep in contact (Facebook) with these future leaders of India and learn from each others.  I am excited to observe their career paths and report to you as the globalization of India takes off.

Action item:  Continually look for ways in your business or occupation that you can learn from others.  Look for different ways to present and analyze the data that is against your normal way of thinking.

To your success!

Bernard

We head out to the Blue Frog, a night club in Mumbai.  As we walk through the shady alley way towards the night club we see tons of the young Indian party goers.  It is a hot Friday night and the guys and girls are dressed to impress.  500 Rupees gets you in.

At one point I think I’m in the states because the live cover band is playing U.S. music.  I immediately head to the bar, “Glenlevit neat!” The bill comes out and I hand over my credit card.  I quickly calculate the exchange rate in my head and notice I just signed off for triple of what I should have paid.  I demand to see the menu and notice that I was being ripped off.

“This is not the U.S.”

I get the bartender’s attention and explain that this drink is more expensive than U.S. prices.  He responds with “This is not the U.S.” and slightly smiles to mock me.  The bartender overcharged me and I’m getting upset.  After a number of verbal exchanges, I point at him and loudly say “DON’T SCREW ME MAN”  “I brought 30 friends with me tonight and you are trying to RIP ME OFF…”  He senses my anger as well as well as the other bar patrons and quickly signals for the manager.  I show the manager the receipt and the menu price and he quickly apologizes and offers a refund.  I demand additional drinks to settle it even.

LESSON:  Anytime you travel in another country be aware of getting taken advantage of.  This happens everywhere, just make sure you are watching your money at all times.

New culture shock

Night clubs in India is a new concept.  There is plenty of red tape in order to obtain a liquor license so you won’t find too many bars or clubs in India.  The dance club culture is fairly new concept.  The bumping and grinding that happens in the states, does not happen here.  Indians love the Bollywood and Akon but dance more conservative.  So as a group we conservatively dance to the loud music trying not to brush up against each other. 

My advice:  “Keep your eyes open but also, respect the culture of the environment.

B

You don’t know who you are talking to…

In a country of 1.1 billion people, 28 states, 6 union territories, 14 official languages and 5 main religions;  How do you strike a conversation with everyone?  Lowe Lintas has been successful.  They successfully tell stories that cuts through all caste, income and generational issues.  The message must be dig deep into what the people are feeling.  It must reach an emotional level. 

This one of my favorite company visits because it touches on an aspect I seldom notice in online advertising, touching the emotional factor.  As marketers we should consistently ask ourselves how can we reach our customers by appealing to their everyday needs.  What are they thinking and going through?  What is the public feeling?  What is the public sentiment?  Is there a political, social or religious cloud in the air that no one is addressing?  What is the big elephant in the room?

If we can address these concerns without offending or alienating anyone and can uplift our customers in the process, our messages will cut through the clutter.

Attached is a commercial that addresses cultural norms and is successful in integrating the products.

Enjoy,

Bernard

Lowe Lintas Commercial - Permanent Marker

Let us pause for a minute…

To remember the victims lost during the September 11th attacks.  Today, we visited the Times of India, India’s major newspaper.  It is quite surreal, as we listen to the chief editor describe the 2008 Mumbai attacks.  It happened only a few blocks away.  The sentiments of the memorable occasions remind us that despite our differences we are fighting for democracy.

Taj - Mumbai

Challenges of the newspaper business

The challenge the Times of India faces is balancing between reporting news stories and making the advertisers happy.  Today’s Times of India covers plenty of Bollywood and Cricket celebrity stories.

The company’s main focus is the advertiser.  This business model may work in India, but it fell short in the United States.  Our own Seattle P.I. was recently added to the list of newspapers that did not change or adapt fast enough to the online trend, thus shutting its doors earlier this year.  More people are utilizing the internet and mobile devices for their source of news. 

The Times of India is banking on obtaining new subscribers from new readers, the rural areas and the upcoming middle class. 

If the focus is only on the advertiser,  I do not see the newspaper industry as a sustainable model, even in India.  As the trend shifts from print to internet, newspaper companies will have a harder time monetizing their content.  The tide turns too fast and in order to keep up with the changes I believe that the Times of India needs to revisit their focus and experiment with other ways of content delivery.

Port of India

India’s importing and exporting business has declined due to the economic crisis.  As India transitions into its democracy, it faces issues such as corruption, poor infrastructure and poor policies.  The Indian government works too slow in order to solve these issues.   It is up to the individual companies to take the correct stance against these issues. 

As I walked through the port tour, what shocked me was that the port workers did not take any safety precautions.  There were no safety glasses or hard hats in the work environment.  Most of the jobs involved crane operation, lifting and manual labor. 

If an employee is injured or killed, their family may not have enough money to sue or represent the employee.  The worker is too easily replaced. 

The Port of India made me realize how we often take for granted that the United States with all its rules and regulations is set up to protect its citizens.  India is growing too fast for itself.  The issues it struggles with need to be addressed in order to be a world leader and sustain its growth.

If people are the true capital of India, then every measure must be made to protect its citizens.  Growth at the expense of human capital is not sustainable.

Hewitt

Hewitt

Hewitt, a leader in BPO, Business Process Outsourcing, thrives on human capital.   Hewitt provides global sourcing to the U.S. and other countries.  Hewitt’s three key areas of focus remind me of Nandan Nilekani’s view of India, People, Process and Technology, with a core focus on people.

The challenges India faces, despite the mass of human labor pool, are finding qualified people.  There are even fewer people with specialized skills in human resources and benefits management.

Keeping talented employees in the BPO and I.T. sector is challenging.  The attrition rate is high.  The average age of the Indian employee is 25 and they are not afraid to change jobs for better pay.

The call center support roles, has turned India into a different culture compared to its past.  Woman are more independent, have higher roles and have money to spend.  Employees  work night shifts to service the Western world.  Some restaurants open at 2 a.m. to support this new consumer. 

Despite the rapid growth India faces, I believe that India must solve their infrastructure and labor pool issues.  India will not be able to compete as a low cost provider in the future.  They must reinvent themselves through innovation in order to sustain this rapid growth.  This concept should be applied to our own careers and businesses.  As business people we should ask ourselves “How can you provide better products, services and support to our internal or external customers?” 

Continually, ask yourself how can you move yourself or your business how you can move up the value chain?

Bernard

Our first full day in India begins with the road trip from New Delhi to Agra, to visit the Taj Mahal.  The roads in Agra are crowded filled with people, camels, cows and monkeys.  Cars and bikes cut in and out of the two lane highway.  Our driver presses the horn like a musical performance.  Light taps of the horn tell cows to move.  Harder strikes of the horn signal to the aggressive drivers to get out of our way.    

The first glance of the Taj Mahal through the doorway is truly breath taking.  The white marble looks almost fake, a painted portrait or Disney replica.   As we get closer to the Taj Mahal each step presents us with a new view, a different angle and perspective. 

Breathtaking

This is one of the most beautiful sights I have ever seen in my life, truly one of wonders of world. 

As we walk closer to the memorial our tour guide explains the story of emperor Shan Jahan’s love for his wife, Mumtaz Mahal who died giving birth to their 14th child.  This was his tribute to her.  It took twenty years and twenty thousand men to build.  This explains the persistence and resilience of the people. 

If there is one place to see before you die, a bucket list, of some sort, visit the Taj Mahal.  It was truly an unforgettable experience.

Marble Museum

Today, I witnessed the Billy Mays of India  (RIP Billy).  He wore a blue shirt and had facial hair and proceeded to pitch us on the quality of the marble pieces he sold.  He even spilled soda on the table to demonstrate the quality of the product.  Effective marketing engages the consumer, tells a story and removes and barriers to purchase.  The Indian Billy Mays educated us, then sold us on the quality of his product.  He presented the wow factor by taking the product and throwing on the floor to demonstrate its durability.

With  1.1 billion people, the second  most populous country in the world and a quarter billion people in the middle class that is growing, India is an untapped market of opportunity.  In the next couple of days we will see how companies are profiting from this expanding country.

I love marketing and advertising in any form and can quickly learn from others and apply it to my business.  As a marketer I would suggest being open to being sold.  Listen to the telemarketers, watch the entire infomercials and read the direct mail pieces that come to your door.  Become a student of marketing not only in the classroom but in the real world setting.  Your business will benefit from it.

Bernard

We touch down in New Delhi on Sunday night, the streets are filled with people.  Brown faces are everywhere.  We weave through the people, bikes, cars, trucks and animals that  fill the streets.  I am anxious and excited. 

Last year around this time I was in China, the hardware capital of the world, now this year its India, the I.T. hub of the world.  A country filled with history.  Home to meditation, Ghandi and 2.1 billion people.  Home to the booming BPO industry (Business Process Outsourcing).

We drive pass the India Gate and the President’s house and head to The Lalit.  The hotel is impressive, surrounded with business people and luxury.  A stark contrast from a just a few steps outside.  Where we are surrounded by the “streets.”  In Baltimore city, we referred to the “streets” as a the neighborhoods where you witness survival. The struggles and challenges are written on the people’s faces. 

We pass through the security check point at the hotel and x-ray our items through the metal detector, this quickly reminds us that a few months ago India was the target to terrorist attacks that left hundreds of people dead. 

The luxury hotel, filled with the almost unlimited amenities, shields us from what is happening on the outside.  It is almost surreal.  In just a few steps outside people are living on less than a couple cents a day.  India depicts a stark contrast, some live in splendor others live in squalor. 

My mission in India is to get immersed in Indian culture, food, people and business to get a better understanding of the globalization of this fast growing country.

I haven’t written in this blog for quite sometime, a year to this date.  As you may know my brother and I use this blog as a journal of business, marketing, life, travel and my MBA experience.  You will find insights on entrepreneurship and  marketing throughout these pages because this is our business and passion.

Francis,  may jump in and out of the pages.  He is probably busy writing Kick A$$ copy (a.k.a. laying on the beach).

Bernard in India 2009

The 4 Hour Work Week in India

After 3 years of corporate America, it was time to break free from the golden handcuffs at Microsoft.  I can now create online marketing strategies in my sleep.  (search, display, mobile and contextual advertising). 

The entrepreneurial bug crawls up my shoulder once again.  I am staying up late nights, drinking gallons of coffee, reading, planning, and networking with amazing business people.
 

The Tim Feriss model of “lifestyle design” is achievable.   I am living it now.   I have more time to eat right, exercise, spend time with family and friends.  I also have more time to travel.  I LOVE to travel.  It is possible to follow the “4 Hour Work Week“, to work less and make more - MUCH MORE.  I do work more than 4 hours a week, because I enjoy it.  Marketing and business building is my passion. 

Last year, I was climbing the Great Wall, this year it’s gonna be the Taj Majal…Incredible India here I come… 

Find a way to do what you love to do.

Had lunch yesterday at one of my favorite spots in Jacksonville (Bamboo Creek Bistro) with my friend Jason Sadler of IWearYourShirt.com. (His first experience with dim sum!) 

Everyday in 2009 Jason will be outsourcing his clothing to the guy or gal lucky enough to grab the spot. It’s a cool idea that’s getting abunch of buzz lately. He’s even been featured in a LA Times articles that made the front page of Digg.

Jason’s idea is a great case study of social media in action. Follow him on his site Iwearyourshirt.com where you’ll find his daily videos and blog and can even reserve your day to have him wear your shirt in 09′.

Peace,
Francis