WHEN Dhoni smashed that winning six into the Wankhede stands, the nation erupted. A 28 year old itch had been cured. India’s glorious triumph at the cricket World Cup, gave an entire new generation, which previously relied on stories from 1983, their very own personal moment of triumph. The nation remained riveted to their television sets, especially during the final stages of the tournament; small wonder that ratings showed an all time high.
But beyond the obvious battle between bat and ball, was there fodder for the corporate world, who found a lot of their white collars bleeding blue? Were there insights that this magnificent occasion threw up, that were pertinent to the domain of management as well? The World Cup bowls us over here as well…
The benefit of a really close perspective
In a telling first, both the rival captains in the World Cup final were wicketkeepers. That does say something about the benefits of being really close to the action, all the time. From their vantage position behind the stumps, both Dhoni and Sangakkara; were able to astutely read the game, and pick emerging trends. They were able to provide immense support to their bowlers, not just because of physical proximity, but also because of effective advice. In fact it seems quite surprising in hindsight (as is always the case); why so few captains have been wicketkeepers.
In an increasingly customer centered world, many organizations are going in for CEO’s, who show an uncanny understanding of customer needs and wants. Not just companies in the domain of consumer goods, but also those who have traditionally been perceived as more inward looking; are all seeking captains who will be able to understand, where customer value truly lies. There is the realization dawning, that if customer value is not delivered, the company might just end up getting stumped.
Starting modestly to finish with aplomb
India began rather scratchily. But every successive match seemed to hone the player’s skills and understanding of the conditions. There was time given, to try out different combinations and strategies. Come the knockout stages, the team was largely settled, as was its approach. And that helped immensely in the march towards victory.
In an era of innovation, it is sometimes not possible to begin with the completed version of a new product, service or initiative. At times the need to test market a nearly finished prototype, allows for great improvement and improvisation. The ability to garner feedback; about what seems to the working and what needs to be worked on, is an invaluable asset in modern day business. The example of Facebook; which initially began as a campus phenomenon, but given the responsiveness and viral nature of the virtual world, was able to tweak and tinker its way to a worldwide platform, is a compelling case in point
‘Forced attack’ can lead to good things
What also was very interesting this World Cup, was that many times when batting power plays were taken, the fielding team was the one that made the most significant inroads. We keep hearing the cliché ‘attack is the best form of defense’, but this is often forgotten in the pressure of the real world. Teams that were only bent on choking the flow of runs, because of batting power plays being active, then ended up inadvertently setting more attacking fields, and hence taking wickets.
There is something very liberating about what happens to the thought process, when one has no other option rather than explore the bold and optimistic path.
Similarly challenger brands have shown us, that is it better to stand up and pick a fight, rather than roll over and submit to the monopoly of the established giant. Many times these brands have been coerced into that aggressive strategy; by simply having fewer other viable alternatives to pursue. But they have risen to the occasion with a vigor and belief, which has carried them through. From Apple to Avis, Virgin to the Volkswagon Beetle, they have shown that optimism and aggression are a potent combination, especially for the underdog.
Upsetting the standard pattern
This World Cup once again saw the return of spinners, in terms of opening the bowling attack. A strategy first introduced by New Zealand in 1992, was embraced by many more teams this time around. It works on the simple premise, that it prevents the opposition from getting into a rhythm by upsetting them. Usually such an approach always breeds success.
Companies that have likewise upset the paradigm of the marketplace have gained substantially, because the competition has been knocked off their stride. Looking back in time, the ancient Egyptian army benefitted immensely by the pioneering of the chariot. It completely unsettled their enemies, as the rules of engagement had been changed, to their considerable disadvantage.
Exploiting the shot in the arm
50 overs cricket, or ODI’s as they are now known, was in decline. This World Cup needed to be a great showcase event for that version of the game. It had to paint a picture, which would sustain flagging interest, and clearly provide ODI’s with a differentiated reason to exist. India winning the Cup and a host of entertaining matches throughout has, at least for the foreseeable future, ensured that the one day banner will be flying proudly for many more years.
As Malcolm Gladwell illustrates in Tipping Point, Hush Puppies was losing both market share and consumer interest. By random chance, it found its way to the suburban black community in New York, who were perceived to be the very definition of hip and cool. Soon, it was being picked by fashion designers for the ramp, who often looked at this community for fashion trend inspiration. This association with ‘cool’ had made the brand ‘hot’ again. The brand had been, by the sheer power of coincidence, given a fresh new lease of life.
Leveraging events, either intentional of chance ones, plays an important role in the future of companies these days. Fortuitous moments, when they come by, need to be grabbed with both hands. Riding on them, like the cricketing authorities will on this World Cup, can ensure a really long and profitable innings.
Finally as the curtains draw to a close on the World Cup, India is for once left celebrating and not contemplating what might have been. Perhaps it is time to redirect that positive energy, to ensure that the cricketing inspiration carries forward into the board rooms. Because the white collar world is sure to take guard for sterner tests ahead.
The writer is a creative thinking trainer and an independent brand consultant. He is the author of the book, ‘The Madness Starts at 9’ and also the patron saint of a footballing movement called Juhu Beach United, that celebrates, ‘the unfit, out of breath working professional of today’.
