September 18, 2015

10 Years of IIMB

Somehow, unknown to me, a life event passed by, silently, without much fanfare I associate with such dates. Sometime back it was the 10th anniversary of a fresh graduate stepping into the strange world of management education. The call was to study for two more years. The call was also to postpone the inevitable employment for two more years. But what IIMB did to me was more than just that.

Don Bosco and Calcutta had given me my moral fibre and the very foundation of who I am - with my idiosyncrasies, my mannerisms, my accent and maybe even my ideologies. BITS Pilani took all of that, took me as a person and threw me into a cultural cauldron, something I had never witnessed before. I embraced it and before I knew it, it made me ready for the world outside.

But IIMB? IIMB was different. IIMB made me find my love. And like all true love, it did not come easy. I spent a year searching for what made me happy, till one day, while attending a lecture I knew I had found it. I really believe in the “Conspiracy of Universe” Theory and therefore what happened in the second year at IIMB would not be any less exciting than a fairy tale. While Year 1 was about surviving with the help of phone calls from Pilani and Bangalore, year 2 was all about taking the devil by its horns and facing it.

And the only thing I took away from college? Never stop learning. It sounds grandiose but it’s true. The biggest bane of anyone in the marketing industry is the curse of the “know-it-all”. I call it at times the “been there done that” syndrome. It essentially attacks as you grow older, when you believe that you have seen it all! The tragedy is that situations repeat and yet they are never the same. It’s critical therefore to ensure that you know your basics and never forget them.

If I have been invited to a college to speak, I cringe when I hear wrong definitions of basic marketing terms. I feign ignorance when asked to decide between two decidedly wrong theories. I apparently fainted when evaluating case studies recently submitted in a competition. But then they are still better than the consultant friend who calls whenever he has a client with a marketing challenge. “Dude. Still selling soap? Ha Ha Ha. Listen have a marketing query. I am recommending XYZ. Should I call it a line extension or a brand extension? You marketing guys. Love to make things complicated. Ha ha ha”

Whenever caught in any of these situations, the only things that keep running in my mind is either “Schiffman Kanuk, Schiffman Kanuk”, or “Kumar Kumar Kumar”. It’s like performing an exorcism on myself to defend against the demons of incomplete knowledge. And then I go home and read a bit.

You may call me weird but I have often found a hard bound copy of Aaker to be more therapeutic than banging my head against my desk.

Anyway, you might have got the gist. I love my job. I love creating stories. I get angry when someone makes better stories than me. And then I applaud and get down to work even harder. That’s what IIMB gave me. I think often people in my situation get the creation bug. And they become entrepreneurs. In the last 8 years or so, I have created three stories. While the credit for that is not just IIMB but my organization (SNDU in case you have forgotten – Sabun, Nakhun and Datun Unlimited) too, the genesis has to be IIMB.

2017 would be my 10th employment anniversary and also the 10th anniversary of the Class of 2007. It would be a good time to pause and reflect. Today I can just be thankful for the opportunity.


“Schiffman, Kanuk, Kumar. Om Shantih Shantih Shantih”

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