For the love of coffee

Ever since we got a French neighbor who showed how coffee is made from a French press, I have discovered a new joy from coffee. I like to brew my coffee. I like the smell of my coffee. I like to savor my coffee. Coffee is not a just another drink, it is a joy. It fills me up with a sense of contentment and a buzz that caffeine induced coffee can give. A light happy feeling. I would much rather puke than have bad coffee. Nescafe is bad coffee. I hate it. I think it has no aroma, no taste and definitely no kick. Why would anybody waste their coffee drinking time (yes, it’s a time, an era, a period, a pause, a breath, an experience) on Nescafe. Yuck. I keep telling Jasmine to stop having her Nescafe and move to nice coffee. It’s not worth it.

Every time I have my coffee I try to savor it because of a few other issues. The weird but true thing that coffee gives me is addiction. Instant. If I have coffee two days in a row, on the third day, I will get withdrawal symptoms. Very rarely – I get it the next day itself. These are bad withdrawal symptoms. Mind numbing headache that refuses to go away. Then it triggers a kind of acidity symptom. Then I end up puking empty. Then I don’t know what to do except lie down. I got these symptoms two three times and I did not understand why. Jasmine suggested that I have a little coffee to see it works. It did. The symptoms go away after having a little black coffee. Instantly. It so bloody weird how caffeine addiction works for my body. It’s a good thing I don’t drink or smoke or else, this would have gotten out of hand. If coffee can do this, what would harder stuff be capable of in my body. So, I savor my coffee. Whenever I drink coffee, I know I can’t have coffee the next day then. So, I think through, what’s my schedule for tomorrow? Am I at home, am I meeting someone at Starbucks? I have to be sure when I have my coffee. At home I like my own brew. Sometimes, I have a hot brew and sometimes I have a cold brew. I put the coffee beans in the filter and put the water to let it drip overnight. The result is a lovely brew without the hard acid. I love this brew. Then I also love the Sumatra Mandeling coffee. A lovely pour over that is chocolatey and again non-acidic. I like to smell my coffee, taste the notes and understand the different kick it gives. Jispa shares my love for coffee. I make her some coffee and she also enjoys it. Jasmine keeps telling me that I am spoiling her and teaching her bad habits. So, said the lady who has her kick every day!

I love my coffee. My everyday (ok every alternate day) brew is a simple no1 roast, coarsely ground. Then I make my almond milk (ok, jasmine made a lot and froze it for me). Then I have this amazing foamer that our French neighbor gifted me. I put sugar in the black coffee over which I pour some almond milk, foamed and of course, importantly – a few drops of real vanilla extract. That’s my poison. That’s my quiet brew. That’s the coffee I enjoy and savor. I rather not have anyone beside me but it doesn’t really matter, as with my coffee. I am in a cocoon of my own. It’s an experience that I pass on to Jispa. Ofcourse hers is sweeter, with Nutella and whipped cream. But hell, it coffee nevertheless.

Last week, I had gone to visit a friend of mine. He is an angel investor and also loves his coffee. He keeps buying different blends from different parts of the world. His servant knows I am lactose intolerant and keeps soy milk for me and my coffee. This time when I visited him, she served me a lovely nutty falvourful sweetish coffee. It seemed to have vanilla overtones and it was nice and creamy and light. Nice. Not a strong aroma but an interesting flavor. “a nice nutty flavor” I remarked. “Which one?”. He called the lady and she said, this was the bean he bought from Japan. “Oh nice. I loved the coffee” I said, thanking her. “oh that was sirs coffee. For you I gave you Nescafe”. ……   ………  ……..   …….. I looked at blankly. “oh” I was being polite to the person who burst my bubble. My entire coffee drinking experience flashed in front of me. My era, my tastes, my notes, my kick. I felt like a balloon that a kid blows big and then releases to see how far up it goes. The balloon feels a massive acceleration and joy accompanied with a sense of elation and achievement only to realise soon enough that this shortlived acceleration is not only random with no real distance covered but also short lived. The joy of the child is not in the acceleration of the balloon but in the rapid deceleration that follows it. The random fall of the balloon gives far greater joy as the speed dies a stupid death, all alone, limp and lifeless fall to earth drawn by the unyielding gravity. It’s the fall that’s exciting as the kid picks up the balloon and sees that the exhaust is now again bigger than the balloon inflated sense of self. It’s the fall that’s funnier than the rise.

Yes, Olympus had fallen from its lofty height.

Expect that it wasn’t Olympus, it was Phoenix that got burned. Only to rise again. “possibly it was the soy that gave its nutty flavour’ “ya”. “possibly she took the malt flavoured one.”

I came back and recounted this tale to Jasmine and Jispa. Jasmine especially took a cruel liking to this and laughed her ass out. Jispa also fun. I had too much fun on this as well. This one is going to be an interesting party tale which jasmine will never tore of listening to. My guess is that she will tell others of it as well, on her own.

But then Phoenix understood that its job is to rise again. Yes. I missed it but Nescafe is still bad coffee. I hate it. I like making my coffee. Getting the flavor, the notes, the time, the era, the vanilla and the whole ritual associated with it. That is still stubbornly set in my head. I love my coffee and I will have it my way.

This is the same way in which I like my coca cola. I hate Pepsi and I hate Thumbs Up. I love my coca cola. Direct from a can or a glass bottle that’s fresh opened. I hate the plastic bottle. It a can or glass. I am firm. I rather not have anything than have a rubbish cola. This is also a sin that I allow myself. Its full of sugar and caffeine but it’s my other little vice. Many people talk about their marked preferences about colas and always I have argued that a cold bottle of any beverage is almost impossible to tell apart in a blind taste test. I don’t think it’s possible to statistically get it right a good number of times. I always say – I like Coca Cola and I am sure that I can make out its great taste but I am even more sure that I will fail the blind taste test. I don’t think I can make out the taste without the lettering on the beverage holder.

Coffee is similar. It’s not the taste or the kick. The addiction symptom and the forbidden brew that makes it what it is. It’s the ritual of knowing your coffee, of seeing the foma rise. It’s the foamer that makes the luxurious foam. It’s the feeling of the ritual that adds to the whole thing. Coke has sugar in it, shitloads and that makes it a thing to avoid and to therefore a thing to savor. Like the fact that Dettol hurts proves that it is effective, the sting is vital to the experience. The ritual is vital to the taste of coffee. It’s the ritual, it’s the lettering, it’s the associated feeling. Who else but a brand guy like me will know. It’s so nice to know how wrong we are and how we are affected by emotions like anyone else.

Yesterday I was in this big meeting helping this big firm trying to sort their big B2B marketing problem. I urged the marketing head to think differently. I urged her to think that B2B is as much affected by emotion than anything else. Like most other purchases, like my coffee, like my coke, a marketing head also buys on emotion. He uses rational numbers to prove his emotions and justify them. But the decision is irrational in many ways. The faster we accept it the better it is for us. I urged her to think emotions and therefore realise that this is like any B2C brand and that people don’t remember too many brands and too many propositions. It’s like any B2C brand. Entertain the prospect, have fun, do interesting things. Have interesting creatives. Think like any fun marketer should and map it to a consumer’s brand journey. People are same everywhere. Treat them with respect of their time, entertain them, engage them and then doors open. That’s a simple truth in life and marketing. It works all the time.

That’s why I like my coffee. Hating Nescafe gives me great joy and allows me to enjoy my coffee. Same with Coke. Same with so many other things. I am a normal person, so are you and the forces that act on us act on every one of us. Understand that, enjoy life!

Hence paradoxically data and lots of it becomes important.  Individually people are quirky but as a lot of them, they are interesting and not so difficult to predict. But then that is a topic for another blog :)

kya relevance hai!

Today on a happy day, my phone was getting a reboot and I switched on the radio. I have a love hate relationship with the radio. The dumb RJs with dumb programming and irritating advertising that doesn’t connect with anything. Luckily for the new retro channels which play some good (my age) music and thanks to the lack of advertising, have some interesting programming. They are getting some good guys to come in and chat with on the radio channels who are talking about the music they created or the movies they were in with some real life insights and anecdotes. This makes the programming so rich. Like today some lady (I did not catch the name) was talking about RD Burman (always) and Asha Bhosle (again almost always) and the song Jaan – e – jaaa… oh meri jaane jaaa…. Nisha aaa aaa aa

It was a song that I was listened to as a kid. It was a fun song in which I think as kids we used to cream aloud and dance. It was released in 1982 – when I was about 7, which is an impressionable age. It was an awesome song then and is an awesome sing now, but what a singer who has worked with the music director RD Burman said, made me hear the song in a new light. She said that RD tried to get Asha to sing like a musical instrument in the song. She was talking of some musical instrument (she was also not sure) in which there is pedal or something and the noise oscillates in waves. I did not understand what she said till she sang the song on radio. I came to office and I played it and now that I understand it a little better, I have come to appreciate it a lot more. In the song Asha sings – Jaan e jaaaaaaaaaaaa, oh meri jaan e jaaaaaaaaa. As kids we would scream out this aaaaaaaaaaa in a single tone. Its only today I understood that this aaaaaaaaaa sounds awesome because it is here that RD made Asha sing the aaaaaaaaaa part in a wave like oscillation. That is the genius of this song which is so easy to miss the nuance while so easy to love the whole. Which is so impossible to bring out for an untrained singer. At least while I was singing to myself, I could clearly hear myself make a complete hash out of it.

Here listen to the song and pay attention. Of course, forgive the poor Kamal Hasan dancing like a twerp in the song and the stupid bike entry, largely forgiven purely by Reena Roy’s awesome smile and oh so lovely long hair with the stylish fringe. It’s like a complete reconciliation of the traditional beauty and a touch of modernity. And of course do not miss the scene in which she dreams about kissing him all over with him being left with lipstick marks all over his face, but no marks on the oh so sensitive lips! The confusion of 1982 India is to be seen to be believed in this movie song.

Over a period of time I have learnt to respect the Bollywood film industry as the best marketing brains in the country. It is not possible to deliver a hit without really identifying with the core audience and having a pulse on their attitudes and dreams and desires. Movies that become hits are the ones that connect with the audience, without which the audience is very clear – he is not going to part with his money and time.

In fact, while I teach marketing, my favorite lecture is in which I explain how movies and heroes have gotten their marketing right to become super stars. They connect with the screen personas with carefully nurtured off screen personas. This is the example I use to explain how super stars like brands have to mean one and only one thing to the people and the closer they are to one thing the closer they are to real meaning.

Another song that played on the radio was from Arjun. A movie released in 1985. This was when I was ten years old and I remember that era of India when there was NO hope. None what so ever. You could only get rich if you were corrupt or tyrannical or a goon or all of the above. You could get educated but there was nowhere to go once you got educated. There weren’t enough jobs and whatever jobs were there were gone to people with some influence or some friend to recommend them. It was a complete wasted generation in many ways. This movie reflected the anger of the youth. These young guys were obviously educated and were looking for jobs. The main hero leads a gang of young men, all in formal dressing, as they are all looking for jobs and want to be employed. What I remember of the movie is that they don’t get any employment and are just hanging around the neighborhood. It captures multiple emotions. The movie touches a raw nerve – that your youth is good and powerful. They study and they are unemployed because of society and not because they want to remain so. They have an energy that must be harnessed. The youth in the movie at first are seen as a nuisance as they roam around unemployed and then as the villains strike, the same youth use the only the only thing that god has given them (their youth) and fight back. Now the transformation from young, lost and unemployed to young, hailed and purposeful is complete.

At the end even the father comes and tells his child that he was right. It sent a signal to the young and unemployed that they were not wasted but were a being wasted thanks to the system. The feeling was universal and as I saw up on Wikipedia the movie was then translated into multiple languages showing how the issues were widespread across India.

Here is the song – mamaiyo kero kero kero mama

Mamaiya Kero Kero Kero Mama - Arjun (1985... by TalishaHatcher

The entire song is set in  public spaces with the gang bordering on lawlessness and at the end you also see the hero riding a Pitch roller which is being pulled by his team, in the middle of the Mumbai roads – How’s that for complete cock a  snook at the system.

Its funny why this clip is on daily motion and not on youtube. Must be some royalty quirk. A movie like this, no matter how well made would just have no relevance today. Kids find their love soon enough and get drafted into the system that is giving them some jobs, mobile phones and T shirts to order and wear. They don’t need to use violence to save the society. They probably just need a cell phone camera, or a tweet then and then some social shares.

Check this

keep trying!

When I first came to this job 5 years ago, this was an established broking outfit. It had a marketing team and it believed that things worked. They did not believe that they really needed anyone like me. They would be fine doing their job and that what could one other guy who came in really help. On the other hand as I saw it, it was a boring place with no real marketing activity happening and anyone who would come in would be able to add substantial value to the beast and thereby improve the lot. So when I came here as a transfer from the wealth management business to the retail broking business, I saw no big challenge. Of course I could add value here. How difficult would it be? The marketing function over the last couple of years was run by sales guys who generally lacked marketing direction and had taken marketing to a place where the senior most guy felt that he was the most highly paid courier boy in the country. All they did was emailers and posters. A few brochures and leaflets thrown in for good measure. Anything else was a question.

I came in not really knowing what to do. I tried to destroy some stuff, invent some stuff and I came in from my wealth hangover where we would spend inordinately large amount of time for trivial stuff. Beinga marketing manager in the wealth management business is a complete waste of time and resources. You do very little through the year, so people like me who would like to be busy would spend a large amount of time and effort for the little that we did. So we would spend so much time planning and organizing an event that the kids under me would go crazy trying to make sense of it all. They called me Raavan, with ten heads. I would come and think of what could go wrong and then try and mitigate it. It was a really pain in the ass. But that was me. Try and do the best of what was possible. So I came with a  similar mindset to run eth marketing function for a much larger base of customers that securities business seeks to provide. I think I was a disaster to start with. I did not think that giving leads through digital marketing was anything that cool to do. I generally ignored the lead side of the business. The leads was a black hole. We take leads and put it into the system and then wonder what happened. Whenever the top management woke up, hastily one presentation would be arranged in which some statistics would be twisted to show the efficacy of the system. It made no sense.

One of the first things I worked on, I remember was to design a brochure; I took team meetings and what not to try to design the perfect brochure. That was complete rubbish as well. This was retail business. No one really looked at the brochure and most of our customers did not care too bit for the English we put in to it. I spend a long time trying to design a few thank you emailer. I over designed them and then no one really used them. Simple shit was complicated. In all this there was only one thing going for me. No one really expected anything of me. I had to just keep doing what was happening and not ruffle feathers and all would be well. The sales head was an ass who only played political games and tried to keep all the key things to himself. So while I was promised the product role by the MD, he played games to ensure that product stayed within his control. But one thing he did not understand – was the power if digital. That was one thing I did not understand as well, but atleast I was well placed to understand that one thing.

Anything new requires a strong sense of curiosity and ability to tinker, experiment and trust. And of course measure what you are seeking to achieve. Digital is tough business. Stuff changes every day. Google will change its algorithm and Facebook will introduce a new set of measures. What will you do then? You have to learn every day. I was no stranger to digital. I was part of the first dotcom boom, but that was completely different. In the year 2000, there was a boom but there was no Google to consider. Now Google was a behemoth and Facebook was taking root into the minds of people. What was happening? I knew one thing from my earlier job. I had read a book called “the Search” by John Battelle. It opened my mind to the potential of Google as a medium to get free leads. If you optimize your pages correctly and put the relevant content traffic would come and if you put your lead form or a way for someone to contact you on every page then invariably people would contact you. You would have lead flow. As a gujju guy, this was free money coming in.

SO while I was a part of the wealth business, I was also made responsible for the marketing of the international business. That time I pushed the idea of search engine optimization (fresh from eth book) and got it done. This was in around 2005/6. It was pioneering in India around the time and I think I was the first in my company to implement these ‘radical’ ideas. I did not think they were radical, I only thought of it as things to do with little money. I think if I was a marketing manager with tons of money to spend then I too would have gotten busy trying to spend that money. The best argument for this is simple – I did that for the international business and did no such thing for the wealth business as in the wealth business there was enough stuff to do. So it’s not like I saw it early. It’s just that I had the energy and drive to do new things and a strong curiosity to back it.

So here in the broking business, I implemented the search optimization thing (SEO). Actually its not that I implemented it; it was there, I gave it a lot of focus and teeth. I pushed it hard. We did simple things like increase the content, rearrange the content and then put the lead form on every page on the site. Every page. I did not want to see a page without the lead form. What’s the point of a page without a lead form upfront staring at you. The result is that the leads went up 10 times from eth time I joined the place to now.

I then started other digital marketing stuff – like buying clicks from search terms. Here I think the genius lie in a simple thing – measurement. The way we measured the efficacy from the start was clear to me – how much brokerage did all this result in? I fought as hard as ever to get eth MIS and reporting right. The simple thing was that there is enough metrics available – the simplest would be the metric that we would like to intuitively think. I put x money in month 1. How many months would it take me to get this money back in terms of brokerage. This figure was the holy grail. The term we coined was cost per rupee of brokerage. The aim of a presentation would be to show how long it takes to get a figure of 1. 1 Is the breakeven point. This was the corner stone of all we did. Of course we then did a lot of work in a lot of areas but this was the greatest achievement ever. No one was tracking digital spends but we were. No one was going into the granularity of the stuff like we were in the banking and especially the broking space. We pushed hard and we were buoyed by the success we got. It made me what I am today. I plunged myself head long into this space. It excited me like no other. We put in a culture of trying everything. I could try everything as I could measure the efficacy of all my investments. Everyuthing was possible as long as it could be measured.

 Itw as one hell of a ride. Until it was small and no one really bothered about it, I could do everything I wanted. Now it was a big beast and everyone has gotten involved. Everyone wants to regulate the thing and wants a pie of it. Further improvements in digital to incorporate every small portion of the pie require a larger investment and more so require people to get out of the way. This was getting too tough to do. Everyone started having valuable input to put it and generally mess things up. Too many people were involved in it and believed that it was in their career interest to be a part of this. It was designed to stop.

And hence the change – now I as am gearing up for my new innings in my new firm, I am a little scared. Here there are expectations. People expect me to do stuff. I know that I know stuff, but is it adequate. I came here and I was burned a bit by the politics, but in the new firm would I survive. There would be a different level of politics, insecurity and willingness to change (or not). I am confident. I would be able to solve most of it, but I have to put systems in place, I have to put processes in place and all this will have to be done at warp speed. Agile development as they call it. The fundamental thing here in agile processes is that you keep releasing features into the market by means of ‘releases’. You can’t have a perfect product but you test as you go and keep building on what you have. Marketing, my suspicion will need to follow this agile development. You keep putting things out and you manage as you go along. the internet throws up this definition “Agile programming is an approach to project management, typically used in software development. It helps teams react to the instability of building software through incremental, iterative work cycles, known as sprints”. This is new and interesting. Its exciting.

As Rehan who coached my kid for swimming for a brief period (a former Olympian from India), there is good nervous and bad nervous. You like good nervous, it gives you that tingling feeling when you move out to conquer the world, and there is bad nervous that stops you, puts self-doubt and seeks to paralyze. This is good nervous. I am thinking, I am all senses open, I am keen not to take anything for granted, I am ready to work hard. I am on! Completely ON! I cant make the same mistakes, I have to build support and build rapports with all. I have to take on board suggestions and opinions. I have to inspire and to trust. And I have to trust myself as well. I know my stuff. I have been trained to think, I have trained myself to think. It has to work. The place I am joining is start up. The pressure is larger. If I get things right, I can change the face and the orbit of the startup. 100 of millions of dollars are potentially at stake with my success in marketing the product and making it work. As one of my bisses explained to me once – you have to be able to constantly move between two three things and give adequate focus to all that you have at the moment. Can you focus on multiple things one after the other. That is going to determine your success. Prakash Dalal – your words ring true. That is going to be the key to success as one moves up the corporate ladder.

Focus, refocus, repeat!

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end note

Here is another entry on agile

Agile software development is a group of software development methods in which solutions evolve through collaboration between self-organizing, cross-functional teams. It promotes adaptive planning, evolutionary development, early delivery, continuous improvement, and encourages rapid and flexible response to change

I see no reason why marketing can’t be like this. You have to keep the focus of the customer and hold a few things like core insights dear. But the rest has to be evolutionary. If your market is not static and is evolving, your targeting methods are evolving, your product is evolving – how can marketing be static. It has to be agile!

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