Here’s to the Laggards, the Also Rans, the Leaders, the Winners and Changemakers

Terms of use

Terms of Use

The use of this site and the content contained therein is governed by the Terms of Use. When you use this site you acknowledge that you have read the Terms of Use and that you accept and will be bound by the terms hereof and such terms as may be modified from time to time.

All text, graphics, audio, design and other works on the site are the copyrighted works of nasscom unless otherwise indicated. All rights reserved.
Content on the site is for personal use only and may be downloaded provided the material is kept intact and there is no violation of the copyrights, trademarks, and other proprietary rights. Any alteration of the material or use of the material contained in the site for any other purpose is a violation of the copyright of nasscom and / or its affiliates or associates or of its third-party information providers. This material cannot be copied, reproduced, republished, uploaded, posted, transmitted or distributed in any way for non-personal use without obtaining the prior permission from nasscom.
The nasscom Members login is for the reference of only registered nasscom Member Companies.
nasscom reserves the right to modify the terms of use of any service without any liability. nasscom reserves the right to take all measures necessary to prevent access to any service or termination of service if the terms of use are not complied with or are contravened or there is any violation of copyright, trademark or other proprietary right.
From time to time nasscom may supplement these terms of use with additional terms pertaining to specific content (additional terms). Such additional terms are hereby incorporated by reference into these Terms of Use.

Disclaimer

The Company information provided on the nasscom web site is as per data collected by companies. nasscom is not liable on the authenticity of such data.
nasscom has exercised due diligence in checking the correctness and authenticity of the information contained in the site, but nasscom or any of its affiliates or associates or employees shall not be in any way responsible for any loss or damage that may arise to any person from any inadvertent error in the information contained in this site. The information from or through this site is provided "as is" and all warranties express or implied of any kind, regarding any matter pertaining to any service or channel, including without limitation the implied warranties of merchantability, fitness for a particular purpose, and non-infringement are disclaimed. nasscom and its affiliates and associates shall not be liable, at any time, for any failure of performance, error, omission, interruption, deletion, defect, delay in operation or transmission, computer virus, communications line failure, theft or destruction or unauthorised access to, alteration of, or use of information contained on the site. No representations, warranties or guarantees whatsoever are made as to the accuracy, adequacy, reliability, completeness, suitability or applicability of the information to a particular situation.
nasscom or its affiliates or associates or its employees do not provide any judgments or warranty in respect of the authenticity or correctness of the content of other services or sites to which links are provided. A link to another service or site is not an endorsement of any products or services on such site or the site.
The content provided is for information purposes alone and does not substitute for specific advice whether investment, legal, taxation or otherwise. nasscom disclaims all liability for damages caused by use of content on the site.
All responsibility and liability for any damages caused by downloading of any data is disclaimed.
nasscom reserves the right to modify, suspend / cancel, or discontinue any or all sections, or service at any time without notice.

For any grievances under the Information Technology Act 2000, please get in touch with Grievance Officer, Mr. Anirban Mandal at data-query@nasscom.in.

New

See all

No notification found.

Here’s to the Laggards, the Also Rans, the Leaders, the Winners and Changemakers

Nihilent

@Nihilent

July 6, 2021

In the Spotlight

Which persona do you want to be? What you choose, you become.

The advent of Coronavirus (aka COVID-19), which manifested globally since early 2020 has upset the socio, economic, and geopolitical equations. A crisis of this scale has taken the world by surprise. We have become captive to an invisible enemy. We never thought this could happen, but it did. The crisis has made us more human, resilient, and willing to embrace change. But time is now to look at the big picture, rather than fixated on a crisis-driven optics. Successful companies are defined by their uncanny ability to navigate the currents and headwinds and never lose sight of their set destination and goals.

GETTING A GRIP

The scheme of events over the last year implores us to seek out answers to some of the most pressing questions the pandemic has put in front of us. The most basic and profound ones being- Why did this happen? Why our lives have changed in ways we have never imagined? Futurists and philosophers since time immemorial have decoded these disruptive events and advanced numerous thoughts on how adverse events demolish established conventions and the status quo, and separate leaders from laggards.

Probing back in time, we bump on many interesting theories and observations. Like one school of thought that says every eighty years the world is faced by calamitous events that re-sets the trajectory of human existence. While many lack scientific and scholarly scrutiny, but one of the theories that’s dusted out in recent times is the Strauss–Howe generational theory, also called the Fourth Turning theory. “Advanced by two US academicians - William Strauss and Neil Howe, they advocated a thesis that historical events are associated with recurring generational personas (archetypes). Each generational persona unleashes a new era (called a turning) lasting around 20-25 years, in which a new social, political, and economic climate (mood) exists. They are part of a larger cyclical "saeculum" (a long human life, which usually spans between 80 and 100 years, although some saecula have lasted longer).”[i]

We have seen this theory playing out in many ways, and social generations such as Baby Boomers, Gen X, Gen Y, Gen Z et al are a popular part of our vocabulary. We at Nihilent have ourselves seen a Gen U, a generation that was nurtured by social media, particularly YouTube, which threatens to shape the digital future for one and all living today.

Boldly, if we stretch the Fourth Turning theory a bit more, the emerging archetype can very well be the infamous life-altering ‘Virus’ or a ‘Changemaker’. A disruptive event that has shifted the human experience and consciousness that which tells us, rather than going back and restoring normalcy, it’s prudent to embrace the headwinds and what ultimately came to be defined as the ‘New Normal’- a catalyst of change amid chaos.

RECONFIGURE TO REVIVE

The pandemic is separating leaders from laggards. Organizations that had prioritized the customers' needs, wants and aspirations are quickly morphing to the dynamics of the altered reality. They are decoding the divergent customer personas and mapping themselves to stay relevant. Customers today are having much greater bargaining power as they operate as ‘communities’ and influencers on social media. These communities drive new consumption patterns and identifying and leveraging these early enough becomes critical to the success of the brands, products, and their services.

We would like to focus on this one important pillar of every business – the customer. Let’s try and decode how can we as business leaders not just satisfy, but delight by giving memorable experiences to them. To meet the demanding customer expectations, businesses must constantly reconfigure their offerings to these communities by continuously listening, strategizing, transforming, and validating. Accountabilities for these changes require every line of business involvement to ensure the transformations meet expectations. Metrics to manage these changes have evolved, and companies need to constantly learn, recalibrate and implement changes to build sustainable businesses and to make profits sustainable. Businesses should design themselves and their operating model constituents as modular LEGO blocks, so they can be quickly re-configured as we respond to changing market dynamics, being shaped by the pandemic with every passing day, that will be the key to winning in the post-covid digital future.

EASIER SAID THAN DONE

The concern is, most organizations do not have the mindset, capability, or budgets to transform from the traditional enterprises to the interactive businesses required to survive in this chaos all by themselves. So, the problem for most businesses relates very well to the old adage: How do we paint the plane whilst flying it? and constantly change the colour, the food, the seats, the engine, and comfort based on our customer’s needs and aspirations. It leads to an agile thinking mindset, like continuous integration and continuous delivery. A classic example of a DevOps approach.

We are at a very critical inflection point. And time is now to connect the dots to create an experience delivery matrix that works for your organization, but more importantly for your customer.

References:

[i] Source: Strauss–Howe generational theory https://en.wikipedia.org/wiki/Strauss%E2%80%93Howe_generational_theory

disruption Generational Theory persona Nihilent

Disclaimer

That the contents of third-party articles/blogs published here on the website, and the interpretation of all information in the article/blogs such as data, maps, numbers, opinions etc. displayed in the article/blogs and views or the opinions expressed within the content are solely of the author's; and do not reflect the opinions and beliefs of NASSCOM or its affiliates in any manner. NASSCOM does not take any liability w.r.t. content in any manner and will not be liable in any manner whatsoever for any kind of liability arising out of any act, error or omission. The contents of third-party article/blogs published, are provided solely as convenience; and the presence of these articles/blogs should not, under any circumstances, be considered as an endorsement of the contents by NASSCOM in any manner; and if you chose to access these articles/blogs , you do so at your own risk.

Nihilent

Key Trends in Gen AI Startups: Pivo...

Madhumay

Digital Transfo..

15 Nov 2024

Power of Machine Learning via Data ...

Snowflake

Machine Learnin..

15 Nov 2024