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Disrupt with penta ideascope

Parochialism doesn?t pay: Search for durable peace after World War I led to talks of a union among European nations.

Parochialism doesn?t pay: Search for durable peace after World War I led to talks of a union among European nations. In 1957 came the European Economic Community, on December 31, 1992, the single European market established. Countries harbouring an introverted parochial attitude and small and medium enterprises too entrenched in local norms had difficulty navigating the free movement of goods and services. They shut down. Conversely, German SMEs with disciplined work and unmatched quality donned an aggressive global stance, so Germany?s economy is riding high today. Progressive European firms engaging in cross-border cooperation improved their competitiveness in home and foreign markets. The biggest beneficiaries here were consumers, through price reduction, variety and quality.

As in Europe, several parochially blinkered Indian industries also faced problems. This happened when global brands came in after 1991 economic reforms. Indian business is still controlled by Retro (45+ years) and Compromise (30-45 years) generations. Last week I wrote about Z Disruption which the Zap generation (below 30 years) with a global outlook can counter. To readers who queried what a productive solution for Z disruption?s future could be, I can only share my 35 years of global experience of often bringing disruptive business solutions for my clients.

Penta ideascope: My disruptive business solutions are framed with tremendous discipline that French society taught me. For any creative work to sustain, whether in art, science, literature or business, a discipline is first required, a do-or-die self urge that?s very different from military discipline. I?ve defined this as the Penta Ideascope discipline frame. Its five principles to disrupt and make business shine can be applied into any sized company of any industry.

l Purposeful (the simple nut-bolt is the basis of holding something by fastening a threaded shaft and hole junction): Unless an innovative work has a purpose for its user, it has no business relevance. Purpose is not always an expressed need, it could be a new purpose like photocopy replacing carbon copy. An existing invention can also be mesmerised with a new purpose, the way Samsung has empowered its mobile phone Galaxy lll with new features.

l Unique (no two zebras have stripes alike): In business, uniqueness and differentiation have to be user centric; the enterprise has to absorb the user?s unstated requirement with an outside-in approach. Uniqueness has both negative and positive effects. When a company creates something unique but introverted, without customer connect, there?s a danger of that invention bringing the company down like Kodak or Polaroid among others have tumbled.

* Aspirational (peacock represents the elevation of beauty): The deliverables of every service or manufacturing business has to have an aspirational coating. Example, courier service is basic, but the efficient, brown uniformed, smiling parcel delivery ?Brown Boys? of UPS made UPS service consistent, glamorous, profitable and number one worldwide. In manufacturing, Apple proved that generic digital engineering can be made aspirational icons through user-friendly device designs.

* Expandable (growing an idea like mushrooms): To not lose the relevant factor in future business expansion, you have to put a permanent telescope in your head. Dolby, the noise killing filter from analog times, has phenomenally grabbed the digital sound business and remains the benchmark. To avoid obsolescence and expand business, tune in nonstop to changing customer trends.

* Saleable (ice cream is inviting at anytime): The all-American dealmaker?s attitude ?I have to sell? has influenced business-minded Japanese, Koreans and Chinese. Famous Spanish painters Pablo Picasso and Salvador Dali achieved excessive commercial success because of outstanding selling skills. Even at age 80, Picasso would rehearse with his wife on how to present new paintings to art dealers. If you combine the attributes of purpose, uniqueness, aspiration and expandability with insightful connect to society and technology, the selling factor becomes obvious. Selling is a consistent art, the way a grand chef measures salt and spices for a delectable dish that?s invitingly delicious. The art of sales is the crux of business.

Shombit Sengupta is an international creative business strategy consultant to top management. Reach him at http://www.shiningconsulting.com

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First published on: 28-10-2012 at 01:32 IST
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