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executive summary cover story DEMYSTIFYING PEOPLE ANALYTICS It may seem difficult to reconcile data and numbers with the human factor, but ‘people analytics’ is paving the path that allows organisations to do just that. While there is much to be said about the value of intuition, few organisations are willing to let chance play a role in the outcomes of decisions. Common wisdom in the corporate world is leaning towards the argument that if data and number crunching can provide the right solutions to aid business decisions, can the same not be done for employee relations as well. If HR personnel want to be proactive rather than reactive, people analytics is an essential tool in their arsenal. INTERVIEW SURVIVAL OF THE NIMBLEST We live in times where ‘growth’ and ‘survival’ in the business world have become synonymous. While organisations may be taking the right steps towards achieving growth, myopic decision making can limit the progress possible. Dr Baba Prasad, author of Nimble –How intelligence can create agile companies and wise leaders, discusses some key strategies that can help organisations take the next big step, while reaping maximum benefits. Strategic agility and visionary intelligence not only enhance decision-making, but also provide a firm platform on which an organisation’s management can build a concrete strategic plan for the long term. MARKETING TELLING A TALE In an increasingly congested marketplace, brands seem to be locked in an eternal battle to vie for consumer’s attention. This leads to organisations adopting all kinds of novel approaches in order to give their respective brands the upper hand. While adopting new approaches is always encouraged, sometimes it can lead to proven techniques being overlooked. A case in point is the art of storytelling. Suresh Eriyat, Founder and Creative Director of Studio Eeksaurus, delves into the world of advertising and marketing to highlight the importance of storytelling for brands. Creating an emotional connect with the consumer can pay big dividends in the long run; storytelling can help brands establish that emotional connect. page 14 page 44 page 56 10 INDIAN MANAGEMENT NOVEMBER 2015
OFFICE DESIGN INNOVATION DILEMMAS THROUGH THE WORKPLACE PRISM CO-CREATION MANTRA “I was going to have cosmetic surgery until I noticed that Building a culture around innovation is something that the doctor’s office was full of portraits by Picasso.” That organisations strive for, but only a few can pull it off observation by American comedian Rita Rudner sums up an successfully. A major cause for this is organisations adopting important fact: the design of an office speaks volumes about a narrow approach when establishing conditions for those who inhabit it. CEOs and leaders of some of the world’s advocating innovation. In the race to bring the next big biggest organisations are often quizzed about personality thing to the market, companies overlook the big picture. traits that define them; an even better way to determine this As a result, sources of inspiration that are right in front would be to have a peek into their offices. Aparna Piramal of the organisation end up getting ignored. Consider Raje, author of Working Out of the Box: 40 stories of leading CEOs, consumer feedback for instance—many see it as a tool explains why a CEO’s choice of having a standardised or for improving customer experience, but not all are able personalised workspace reflects his or her approach to comprehend the fact that the feedback can actually be to leadership. used to shape future products and services. Companies that used customer feedback to co-create are often the ones most likely to develop a reputation for delivering quality consistently. page 60 page 70 dilbert BY scott adams I NDIAN MANAGEMENT NOVEMBER 2015 11
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