There are times when you are always chasing something and find
that you are not getting that thing. It becomes elusive. It might occur to you
at times that whatever you do, you might not be able to get it & that it is
destined like that. It might be similar to the Musk Deer. The Deer likes the
smell of the Musk and is after it. But even after running after it, it finds
that it is not able to get it.
It also reminds me of the great legendary Keshubhai Patel of
Nirma, who famously brought Unilever to its knees. It is a big case study among
the Business Students now. He first chased many dealers for his product Nirma.
He was using the Push Strategy. It caused him some anxious moments as the
Credit cycle was large. He then thought of the doing the ‘Unthinkable’, which
made him the legend. He first withdrew all the material from the market. Then
he advertised Nirma on TV. And it literally created a ‘Pull’ from customers.
His USP was low cost. After seeing the Ad on TV, people started asking for it.
This in turn made traders to queue before Nirma for getting the product. This
put Keshubhai in commanding position and he chose the dealers and as you
rightly guessed, No Credit.
I would like you to think on those lines. As a famous
Chinese proverb says – ‘Do not waste your time chasing after the horses.
Instead plant grass. Horses will automatically come to you and you can choose
the Best amongst them’.
So, what you gonna do? Plant grass or run behind the
horses??
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