Vikram Atal13:35
I was in school in India. I'll give you a real example. We had a class of 71 people when I graduated in the early 70s. One of the guys in the class—at that time the score was the best you could get was a five, and the worst was a two if you passed. The last passing score was thirty-five or something. This chap got thirty-three, so he barely passed school. He got lucky. After he passed school, he couldn't get into any college in India. The principal of the school had retired just at that time, and the principal for some reason liked this person and said, 'Why don't you come and live with me in England for a few months?' Took him under his wing. A few years later, many years later, this individual is one of the most successful TV executives in the world. What happened was that that principal took him in and probably tutored him in the ways of the world, in life, not academically, but about how to get out of there. So I've seen it in real life, many examples at work where academic intelligence does not necessarily translate. There are few roles where it obviously translates, but for the most part, it's very rare. So I stumbled into learning about EQ when I saw a magazine article some years after I'd started my professional career. For those of you that may not be familiar with EQ, it stands for emotional intelligence. Sometimes when I talk to people, they say it's not a real thing, but it is a real thing. It's not something I've invented just for the sake of this conversation. The technical definition of EQ and how your brain works, a neuroscientist can explain. But for our purposes today, you should think about EQ as a combination of two things: one is how you manage your emotions, and the second is how you manage your relationships with others. If you think about your family, your friends, or those that you may regard with respect in any field, a few phrases that link back to EQ will certainly come to mind in terms of how they handle their emotions. I'll give you a couple of my examples. I personally am very fond of sports, so I use examples of athletes that you'll recognize. For example, if you think about a tennis player like Federer, one of the things that he is known for is being able to keep his emotions in check whether he is winning or losing. You would not know from looking at him at the end of a presentation ceremony whether he won the tournament or lost. He still has a smile on his face and he's moving on to the next event. What's happened has happened; he's already thinking ahead. When he loses, look how fast he bounces back. When he wins, it's not like he's gloating; he's thinking about the other person on the court, thinking about the fact that he's won and somebody's lost, but this is not a time to be celebrating in that capacity. He never loses his cool. When you get closer to home in India, I have recently been seeing a few articles about MS Dhoni. Dhoni in my mind may not be the most technically proficient wicketkeeper—I'm sure there are people that are technically quite good at keeping wickets—and he's certainly not the most technically proficient batsman; there are lots of other batsmen around the Indian team. But when you think about the combination of his attitude, his ability to handle the pressures of a T20 or a tight one-day game, and there have been articles recently about how amazing he is at that, his overall motivational abilities and activities on the field have really made MS Dhoni a legend in Indian cricket. So there's no absolute measure or set of items that you can put into the bucket of EQ. But in addition to these examples, we speak about people with high EQ as those that are resilient—they can quickly bounce back from adversity. People that adapt easily to change, they can embrace change; they know that there's no point fighting change, you need to embrace it and move on. They're people that can handle that. I'm sure in your own lives you see people that are able to do that and people that just get stuck, they can't get out of where they were and they have a hard time. There are people that are perceptive—they can see things from the other person's perspective. That's a fantastic trait if you're ever in a negotiation; you need to be thinking about how other people are reacting so that you can put your position forth in the most productive way. And they have empathy, a genuine regard for others that comes through. Those are all positive qualities. On the flip side, people with low EQ may be people that have a lack of self-awareness, they may be self-centered, they may be people that cannot control their emotions. You see somebody and you might say that he's got anger management issues—anger management issues is an inability to control your own emotions, and that would be a low EQ item. So we will come back to discuss EQ, but I wanted to now switch into talking for a few minutes about the concept of branding. All of you and all of us are familiar with brands. But when somebody says branding, you normally think about branding as a product—it could be a car, a BMW or a Honda, or a brand like a watch, a Titan or a Rolex or an Omega, it could be a hotel chain like Oberoi or Taj, it could be clothes like Nike, Benetton, Raymond's. These are all brands that you are familiar with. Each of these brands has a logo and some may also have a slogan. BMW has a slogan 'the ultimate driving machine', but that's not the core of the brand; that's just items that they have. The core of the brand is the image or the essential attribute that comes to mind when you think about the brand. For Rolex, Omega, or the Taj, in my mind it signifies luxury. That would be one word that you might attach to those brands. For Honda or Toyota, it may be value. For BMW or Nike, it may be fun, it may be exciting. You might have your own tags against them, but directionally you get the picture. But brands can apply much more broadly than simply to products. As an example, countries have brands. When you think about Switzerland, you might think about Switzerland as a brand. But I'll give an example of Japan. In the 1960s, if you said to somebody that a product was made in Japan, it implied that it was cheap and low quality. Thirty years later, in the 1990s and till today, if you say to somebody that something is made in Japan, it generally implies high quality and exceptionally good value. Just like a product or a country, each of us as individuals has a brand. If you just think about the examples I quoted, brands are not one-size-fits-all; they need to be aligned with the objective. For products, it would be the customer set you want to attract. For us as individuals, it has to be consistent with your own goals and objectives. If you are looking to enter a world where you want to be an entrepreneur, a FinTech executive, you might have to determine a different set of attributes that you want to build and develop and represent than somebody who wanted to enter the army. So that's the first thing about brands: they are not one-size-fits-all. And if you think back to the question about Japan, you can develop your brand and position it differently than what it is. The second thing about brands is that they are generally very long-lasting, so they need to be carefully created and consistently reinforced. The final thing I would say about brands is that they are not easy to build. You can think about how much effort goes into building a brand, and what's even worse is that they are even harder to repair. If I had to pick one word to make this real for you, to capture the essence of a brand for you as an individual, I would say it would be your reputation. Think about your brand as your reputation. In the past, reputations would be localized. If you think about hundreds and centuries ago, your reputation and the extent to which people would know you would be in your village, your town, your city. It would not be as universal as it is today. With social media and the way the world has moved, your brand is now a global brand. Just like Sony, BMW, Rolex, and Omega are global brands, each of us as individuals has a global brand. That's a fantastic thing, but it's also a daunting thing. Once your brand is established in whatever way, imagine how hard it is to change a global brand. So each and every day, one needs to be thinking about your brand, your brand positioning, not as a marketer but as an individual. These are very personal items, and I think most of you can start thinking about this as something to embrace and focus on. So in a nutshell, those are the concepts about EQ and branding. To reiterate the points that I've been making, in my mind, your professional and personal success—not just professional but personal success in life—will be determined not purely by your IQ. Obviously, that's an important determinant and it gets you the foot in the door, but whether you can develop and demonstrate a high EQ and a positive brand is key. The good news is that neither EQ nor a brand is carved in stone. Just like you have developed your IQ over 15 years, you obviously don't have 15 years to develop EQ and a brand, but these are items that you can reflect on, develop, and codify over time. How might you do that? Firstly, for myself, I found that the more I read about these topics in general interest magazines, not from a scientific perspective, the more aware I became of the opportunities to develop myself. That would be one suggestion. The next suggestion, if you are really serious about these topics and want to develop, would be to ask yourself some questions thoughtfully and honestly, with a degree of seriousness on the concepts shared today and how they apply to you. Where do you think you are on the EQ scale? Nobody is evaluating you, nobody's looking at the piece of paper. Take a piece of paper, write down some terms, and think about where you stack up relative to the people you know around you. Are you better than them, higher on the EQ scale, or not so good? It's not one-size-fits-all across all these different elements. What do you do well, what are you not doing so well? Then think about what you would like to change. Think about your brand: is it aligned with where you see yourself headed professionally? What is your reputation in your mind? Then I think finally, as so much of EQ and branding is a function of how you are perceived—it's not about what you believe, it's about how others see you—it is absolutely essential that you seek out mentors that you deeply respect. This is not a friends-and-family project. This is not about going to the people that know you the closest and are always willing to say good things about you. For the most part, you need to find people that are independent, candid, honest, and will give you constructive but unfiltered feedback. That could be professors—doesn't have to be the professor that's teaching your subject, it could be anybody else from the university that you regard and think would be a good, honest person. I have found that people come to me for jobs, they say, 'Can you give me a job?' or 'Can you give my nephew a job?' I say I'm not in the job-giving business. But if anybody has come to me along the way that I have taken time to say, 'I'd like to get some input and advice,' most of us who have been in careers have done that. Just like every single Indian is very happy to give advice, I'm very happy to give advice. I'm not so happy to give jobs. So you can reach out to many people and you will find them responsive to give you input and advice and potentially be a mentor to you. It's also not a wide set of people; you're not looking for 20 mentors or 10 mentors. I would say one, two, or three really to find the people that can really help you. As you develop through your career, it might be different mentors. Today you might find a professor that you might be willing to work with. As you get into your role in business, you should find senior people in the company, not necessarily in your division, not the senior department, that you could speak to and get candid feedback from. It may be outside your company because in your company it might be politically difficult to have these conversations. Finally, as you've seen in your own academic career, it requires diligence, hard work, and execution at a granular level. So if you are interested in these topics, you will need to start executing against this, and as I said, it's something that you need to execute against on a rigorous, day-in, day-out basis to make sure you're on the right path. With that, I hope this conversation has been helpful, and I wish you luck on your journey of discovery. So with that, I will open it up, Professor, to any questions or thoughts you might have. Obviously, I'm happy to debate if you feel that these thoughts are not aligned with your thinking.