The Hindu Business Line : Identify your core competency and excel in it: Ad guru

YOU may be competent enough to do several things. But do remember that you can excel only in the field in which you have core competency, says Mr A.G. Krishna Murthy, the founder-chairman of Mudra Communications.

"Know your moorings. Identify your core competency. If your hobby and profession have become one and the same you can realise your dreams," he said.

Addressing a gathering after the release of two of his books, he said it was very important to stick to a dream for years to realise it. "People do dream. But some of them keep changing after some time and settle for whatever they got. But you need to stick to such dreams some times even for 15 years to make those dreams a reality," he said.

Incidentally, one of the books `Nestama (Dear friend) Be Positive' is a collection of his articles in the local daily `Andhra Jyothi' on his learning experiences while building the advertising agency. The other book is a Telugu translation of `The Invisible CEO'.

"To dream is not to daydream. If it is a true dream, it sinks in the blood. If that happens whatever move we take, it automatically leads to our target. There is not one individual who thinks negative and achieves a major goal," he said.

"Don't compare yourself with your neighbour and nurse a grudge. It won't do any good. How long will we be in this matrix," Mr Krishna Murthy, who started his own brand consulting company in Hyderabad after his retirement, advised.

"Life, as it is, is very complex. Try to make it simple," he summed up.