Most of the customers are looking for products that look good than the product being good and this psychology only.... Dr S Ranganathan, ClinRise Derma Pvt., Ltd.,...
What really guides the people to express their favour, likings and affiliations to various things? Among the following factors, which factor influences them the most?
1. That appear good
2. That makes them feel good
3. Things that are really good
Only the first two components influence the human mind so easily than the third factor. This is the working style of the people in most corporate and that is why the people who are very good in ‘show business’ or ‘show masters’ becomes successful in most corporate than those who work with discipline and diligence. To understand the above facts, one needs to travel through the product development process in the R&D of any FMCG company.
Whenever product prototypes are developed by the R&D scientists, usually the prototypes are shown to the top management and the marketing personals for their feedback and approval.
As soon as the product is seen, they tend to have their comments first on the appearance and then on the ‘feel’ of the product. They often express their views only on the appearance and feel of the product and they never dwell deep into knowing how really good the product is.
The appreciation and approval to the products are purely based on the first two factors such as ‘does is look good’ and ‘does it make me feel good’. The personal care industry spent a lot of money only on the above two components than the third important aspect. Interestingly the large chunk of customers are also weighing only the above two factors than the third one.
When a personal care product appears good and makes one feel good when they use, they believe and conclude that such products are really good.
Indeed such products may be ‘good to look’ and good to give ‘good feel’ but are they really ‘good to give the good effects’ remains doubtful. The first two factors connect to the emotion of human mind, while the third component connects the intellect.
What the customers aspires to have and what the corporate has to give are nothing but the product that should look good and make the customers feel good while using. This is the psychology that drives both the consumers/customers and the corporate.
If we look at the same equation from the corporate angle, we can understand that the employees and the top management of the corporate are also like customer and corporate only. The only difference is that the customer has to offer the products to the corporate meeting the above two facet in the second case, while the corporate has to offer its products to the customer meeting the above two pre-requisites in the first case.
The irony is that both the customer and the corporate want only the products that look good and make one feel good than the product really being good. This is the reason why many ‘show masters’ are emerging in the corporate world.
Although many corporate leaders talk loud that the professionalism should prevails over emotion but unfortunately all of them are working only from the premises of ‘emotion’ and not from the professional mind set.
It may sound philosophical if someone ask whether one is trying to look good to others or to just feel good with oneself or one is working from the domain of ‘being good’ level.
When one is close to the two aspects viz., looking good and feeling good level, one also must know how to move close to the third dimension while choosing or offering anything. Integrate the intelligence and the emotion while choosing or offering anything only when the people are guided to such destination, a perfect professional environment can be created in the corporate.
Dr S Ranganathan, ClinRise Derma Pvt. Ltd.
Learn more from the management book – ‘Jungle wisdom for corporate management – lessons from the university of nature’ by Swami Sukhabodhananda and Dr S Ranganathan
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