i think the single best innovation that has happened from the time i was in college to now, for a young guy is simple - the availability of coffee shops. Simple affordable coffee shops that are open for just hanging around. When Jasmine and me were going around, the single biggest issue overtime was - khan jay. Where to go? Right from 91 till 00, the big question was where to go to get some private conversation going. Where do two love birds go for sitting and staring into each others eyes. Where do they hang out, by themselves or with their friends, where do they while away the most part of the day.
Jasmine and me used to try and be with each other all the time when in college. The problem was simple - we could be in college till a point of time - after that where could we go? Where to go for some privacy, some conversation, or simply to just hang out and chill. Where? Often we would search for new places - a garden perhaps (yuck), some restaurant but they would want you to leave after eating and finally the movies. Movies at least gave you 2 hours of together time, but cant really talk and know each other in a movie theatre,; you are merely spending time with each other, not ‘knowing’ each other!
We ended up seeing a lot of movies with each other. It was the best of times and watching movies wit each other has given us the most amount of joy. of course i was perpetually broke and we had to rely on Jasmine’s tuition fees to keep the romance funded! There is no cheap place for romance.
So when i saw the first coffee shop open in India, it was well after my marriage. It was in the year 2001 i think where i first experienced the coffee shop in the form of Barista. It opened its outlet near Sterling at VT. I clearly remember my first time there. We had gone with jasmine and a friend. I also remember ordering a cappuccino which i thought was awesome and a great drink. I remember enjoying it and thinking that this is a great concept. And the fact that one could simply spend hours at the place simply enjoying the coffee and the experience. Th idea of working from a coffee shop, meeting at a coffee shop, talking at a coffee shop. I remember ruing the most - the fact that these things were not available to me while growing up with Jasmine.
But still, i am not complaining too much. First we used to sit often at the Barista outlets. Even as a married couple - one of things you need the most is spending quality time with each other. The ability to spend time talking, reading and discussing things is good but most important feature is the change of environment. With Jasmine sitting at home the most part of the day, it was a welcome change of routine and scenery when I got home late evening. this was after Jipsa was born and things got sour at home with mom and Jasmine. Mom and Jasmine would not know how to get along and Jasmine would be dying to get out. So we would take Jispa and go out for a walk and invariably land up at the Cafe Coffee Day outlet near our house. V-inu was also staying in Matunga at the time and so he too would join in. At one time our third friend from college days, Dinesh was back from Paraguay and so all four of us would step out for a coffee with Jispa in tow. The coffee shop gave us an environment to escape from it all and give us a chance to just simply hangout. I remember it being the best of times. It gave us immense joy.
Barista has long faded away - i dont know if its still in operation… Cafe Coffee day is there but somehow the quality doesn't stick and then we briefly tried the Costa but now Starbucks for some reason is winning hands down. I love this place. I have no clue why. I come often to just hang out at Starbucks. In my last job there was a Starbucks that opened near the office. From the first time i went there, I knew this was my place. I have been here so often that i have my own set of memories here. the best Starbucks ‘feel wise’ has to be the Horniman Circle outlet. The one near my new office at Bandra is also one crazy hot bed of activity. It is huge but is stuffed whenever i visit it. But still this cute one near my old office - the Starbucks at Prabhadevi in Century Mills Building has to be my favourite. There is something about the vibe of the place that is hard to beat. I am not a big believer of vast - in fact i wouldn't care too hoots about it. But there is something i feel nice about when i come here. I like the people, the atmosphere, the lay out, the fact that its on the first floor, everything. I think at the end - every place is about the memories. here i have the best memories. In my last job, i was doing great, i had achieved some real big stuff and all without any strong support from the management. In fact i was completely gainfully unemployed. Whatever i did, I did with almost half a day to spare every day. I face a lot of criticism, ignorance, lack of understanding , cynicism etc. People had no clue what great stuff was happening. Whenever i wanted to escape it all, i would go to this Starbucks. typically with a team member, i would run away and have a nice conversation with them. i built my relations with them at this place. I remember running away from all the issues and getting joy over a cup of coffee in this place. Even now, i like to come here from time to time. I like to have the coffee here. One staff knows me well and makes for me my cup of coffee. She knows exactly what i want - one cappuccino, soy and dry. Its the best place for me to be. Its my space.
Of course its got nothing to do with the coffee (almost nothing). Someone told me once that the lighting at a Starbucks is designed to give you corridors and spaces of privacy in an environment thats fundamentally public. Sure - there is a warm feel to it. But i think the most of all - its is what you experience. So far I have experienced nothing but joy and escape from drudgery here. And this is what i associate from this place and hence there is an emotion.
Brands must realise this and recognise this and keep it close to their hearts. Every small thing matters. The menu design, the pricing, the lights, the crowd you attract, the service, the quality of the people serving. Barista was awesome but in the end it had too many owners and no one person to spearhead the experience and keep it sacrosanct. The coffee quality changed and then the atmosphere. The last time i had been there - the place was full of stupid monetising schemes run by the head office - there was a counter put by red bull (i think) and then by a chewing gum company and then they wanted to sell t shirts and merchandise and other crappy stuff. Everything that could be used to crowd the place was used and then it degenerated into a chaotic environment. Monetising the place may help in the short run but is stupid to do in the long run. people will see the chaos, they may not complain but they will feel it and slowly the crowd dwindles. I have seen it happen over and over again - one small charge levied, one small feature removed, one small change just to be clever. Who will notice - lets do it and then - it will slowly fail! people notice more things than what we give them credit. Small things matter. We keep cutting corners and disaster strikes over a period of time. We have this one year concept in firms for accounting. This accounting logic will dictate the bonus we pay our people - the kind of work we do in one year is the amount of nous we receive. When the life of the business is supposed to be over a 100 year period why should bonus be yearly. How will what i do this year help the firm in the long run. It may not necessarily be right for now but will be right after three years - who accounts for that?
In my last firm i steadily built the foundations of the digital practice that will pay dividends for years to come. Even if i have left the firm it will keep paying dividends. While everyone might acknowledge the benefits of the same - doing it does not give any benefits to me beyond the value it adds to me as a professional.
The solution I think is for the firm to give yearly and three year bonuses. The three year bonus has to be for steps taken in the long run. It forces people to think for the long run. People should wonder what is it that I have done that will impact the firm in the next three - five years. What is it that will make the customers happy. What steps I will take that will come back to bite me in the bum and make the firms’ image poor in the eyes of the stakeholders.
Now working in a start up funded by VCs there is an even greater problem. Quarterly numbers. People have to meet quarter in quarter numbers. People are running every quarter. Quality businesses are not built by the quarter but are built by the years of being in the business doing the right thing. When you think quarterly how can you build for long? People will simply think about flipping a deal, passing the buck and letting the incentives just matter for the immediate. Who will reward long term business decision taking? I understand the speed is important. A firm that cannot build of speed is extent but this quarter on quarter business planning will kill viable good businesses before they get a decent shot at success.
Recently a lot of start ups are in the use for going bust. The growth was simply not sustainable. Giving free money away and playing the game of incentivising customers cannot run forever. Even good companies start wilting under pressure. A lovely food rating app that does really well was in the news. It raised money on the back of projections that they will sell ad space on the app. Possibly here we are talking about restaurants who advertise on the app promoting their meals. The CEO wrote a letter to all employees blaming the sales team for not delivering upto promise. That letter leaked and caused havoc on social media. The app was doing well simply growing its user base and getting people to use, rate and browse the app. Its a good app. Then possibly an over committed number was used in a business case presentation and then that became the number to live and die by. Or possibly the sales guys genuinely underperformed. the young CEO was possibly a great guy to design and manage an app but really sucked at managing a sales team. Whatever the reason - the sales did not happen and the blame fell on them. IN any case - whats the role of the CEO? writing stupid mails to the entire team and showing his displeasure or simply folding his sleeves and getting to work with the sales team, region by region. Either improving performance or simply recalibrating the target to be more real and rooted. Writing mail helps none. I don’t know why CEO’s have this grandiose notions of writing mails to all staff. It helps none. i can understand that in case there is an immediate controversy or that the firm is being slammed in media, but beyond that this mail writing culture is stupid. Very large organisations sometimes need it as the CEO cant really talk to tens of thousands of employees but if you have a good management team in place, you normally dont even require to do this. Just talk and solve the problem.
In start up environments there is a lot of hero worship. Everyone who religiously follows another start up head. They are all insecure. They are constantly raising money, constantly trying to outdo the other in PR and constantly trying to be in the limelight. I think this culture of writing mails comes from some other startup CEOs writing mails to all employees that get viral. So if a CEO of a successful start up writes a personal mail to all - then I must as well.
I feel entrepreneurs are crazy - they are crazily optimistic people. They see everything with rose tinted glasses. I don’t think practical real people can become entrepreneurs. These guys dream all the time. They equate themselves to other people who have made it and believe that can pull it off as well. Not all will make it. In fact a crazy small number of people will really make it to any real scale. But everyone believes it is them that will do it and they are really that smart. They seem to discount their shortcoming and have a super sized view of themselves. But seriously - they really really believe in how everything will just unfold and work out for them. They know it and they sell it. they sell it all the time. I think its just their own ability to believe and sell it to other smart people who join in, led by their vision, is the major reason that they succeed. Only a hyper enthusiastic sales man can convert a sale, regularly.
So thats our man.
Coming back to the first point - yup the coffee shops have been amazing for me and for a number of other people. It has become my oasis of calm and frenzy at the same time. The place is just beautiful. In so many cafes there are people sitting check by jowl, someone working, someone flirting, someone interviewing, someone chilling and someone at a kitty party. Its amazing. Also with the com boom now - someone is sitting and pitching to an investor or someone else all the time. Its a lovely environment and as far as I am concerned, simple companies that focus on the core experience and keep it uncluttered like Starbucks, are the ones marching a steal over the others. People will come to your location and walk a little more, but the atmosphere matters. I don't think any coffee can really pass a blind taste test. No one coffee is seriously superior in the average customers mind frame as long as you don't really botch it up by downgrading or varying your blend. All you need to do is to keep your core proposition clear and stick to it. I remember reading the biography of the Starbucks CEO, where he developed it and passed it on to others to run it, only to come back and clear things up. Starbucks started losing it till he came back and refocussed the company on the core service. The simple message being: Don’t try and be clever - be clear!
