The Hindu Business Line : `Be flexible to adapt to changing dynamics'

MEETING POINT: Mr B.S. Raj Narain, Co-founder & MD, Brand Portrait, Mr N. Marie Wilson and Mrs Regeena Wilson, Directors of Jeppiar Engineering College, at a BL Club meeting.

Chennai , Nov. 3

There are always two options with which to handle every issue, so being rigid or flexible are two options for an individual. Therefore, one needs to be flexible to adapt himself or herself to the changing dynamics in every aspect of life — be it personal or professional life, said Mr B. S. Raj Narain, Co-Founder & Managing Director, Brand Portrait, to the management students of Jeppiaar Engineering College.

He was addressing the students under the aegis of the Business Line Club. The day also marked the inauguration of the BL Club by Ms Regeena Wilson and Mr. N. Marie Wilson, Directors of Jeppiar Engineering College, and Mr Raj Narain.

When an organisation faces a problem, it immediately looks back to the earlier solutions and tries to follow the same strategy. But the solution that worked 5-10 years ago cannot and will not work today.

He told the students to keep three credos in mind: Ask why, as it will help one to look beyond the obvious. Abandon rigid thinking: many managers look for or think of obvious reasons and not beyond that. Further, their thinking is around, `I have a solution, so let's tailor-make the problem.' This is mediocrity, said Mr Narain. The third credo: be passionate. "Nothing works out without passion. You need to bring passion to the business or you are gone," he elaborated.

Talking about an establishment brand versus a challenger brand, he said, "Establishment brands are ubiquitous, they always talk to both the rich and the poor, have pleasant conversations with the customer, look for incremental changes and growth, wants status quo and are market leaders. The challengers are lighthouses; they need to have strong emotional relationships and should shake entrenched brands out of their reverie and be the thought leaders in their fields.

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