How Not To Fret And Provide Unified Customer eXperience

Every single day, people, at the top or who are responsible to make a brand name, wish that the world out there is not staring at them or taking a dig at their brand’s inconsistencies.


For them, there’s a never ending tussle ensuring their employees, existing and potential customers and partners, investors, and influencers are getting one impression about the brand. And there is no brand confusion or conflict, arising from how few things turn up.


And, with millions and billions of people across the world connected via social media, words spread like a wildfire.

Brands Are Not Built Overnight

Brands, are not built overnight, nor are they built by the effort of a few people; it’s built by the efforts of every individual, as an on-going process.


If you, as an employee, want to convince me to something then you ought to believe in it before you can sell the idea to me, a customer.


Imagine you working for an airline or restaurant brand which puts customers first, but you, as an individual employee, fail to keep the customer happy either by providing the best possible service or by not listening to what the customer is asking for, then you have failed not only the customer but the brand as well.


Well, the customer would think the policies to be contentious and feel cheated by the company/brand. And, with the access to smart phones and social media, we all know what can happen next.

ONE Brand, ONE Journey

A brand experience should be like a process, a bond, a commitment across the organization which every individual must invest in and live up to.


Irrespective of there being multiple divisions, subsidiaries, acquired or merged business units, the primal focus should be to integrate this to form ONE brand.


The joining of forces should mean defining everything for that ONE brand – the vision, the organizational structure and its diverse culture, the brand values and market positioning.


One should understand that the company’s ultimate goal is to grow and fulfil customers’ expectations, as one entity.


If the business units continue working as individuals then the first and foremost challenge would be the management of cross multi-functional units, which could and, to some extent, would result in confusions, miscommunications/overlapping roles & responsibilities, and unnecessary hold-ups – not only for employees but for the customers as well.


To enable business units to deliver unique brand experiences, which is aligned with the stake-holders’ demands and expectations, it’s imperative to have a command centre or a centralised controlling unit which manages and directs every other business unit.

What Do We Do Now?

Well done! All you have managed to do by now is put together the engine from a Ferrari, tyres from Michelin, seats from a Mercedes, body from Rolls Royce, and similar things.


The restructuring was like putting all the part together for a concept car. However, the test drive and customers reviews is what you need to fine tune your car, before you can mass produce it or call yourself a premium brand, and be really proud of what you’ve created.

You get the idea, don’t you?

Oh silly! You need the customer feedback and success stories from each of the units integrated and then use them to define the common policies and work culture which will drive your business.


While you’re at it, don’t forget to reassure your stakeholders that the combined entity will only work towards improving the collective strengths and will focus on reducing the pain areas.


Remember that customers are like audience members at a show. They don’t see the lighting director or the makeup artist at work behind the scenes; they only see the performance on stage. Processes and procedures are just as integral a component of brand experience as the final product.” ~ Jason Cieslak


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Dreading The Future With Robo-tation

From the age of stone to the Iron throne, we have come a long way.


The pace with which the technology is advancing, it’s overwhelming – scary and exciting, at the same time.


The infatuation, which most human have, with the sci-fi is ever increasing.


The existence of super humans or the super powers, seems like the most desired fantasy.


The mythology had such people and the future will have such people, with extra-ordinary might, suggest the scientists who are working relentlessly on making it possible.


A scientist brings home an ape, feeds him, treats him like a family, and tries to teach him the human ways. But, he is not able to provide the natural habitat which the ape long desires, to be with the likes of his own.


Then again, there is T-8 and similar ones, who possess vast knowledge and can guide you about thing from past to future.


Learn from Planet of the Apes or Star Wars, the technological advancement can’t, just yet, replace the complex emotions, wired deep in to human neurological system, with any other creature.


A machine can carry out a millions calculations in a fraction of time, but when it comes to handling few emotions simultaneously and act accordingly – no one could it better than a human.


There was a movie which I saw a long time back, 2002, which had something to do with robot replacing human. In the movie, there is a director who makes the movie all by himself and replaces the main character with computer enhanced person, which he calls Simone (the movie) or Simulation-One.


Now, the reason I mentioned this movie is because the director could code a few basic facial expressions/emotions to the simulated character, however it was all machine/code controlled, and nothing which it could have done on its own.


My point being, there’s a reason why humans think the way they do; there’s a reason why animals don’t think like humans do; and there’s a reason why you can’t force a machine to think like humans – although I would be intrigued by the possibility of that happening in near future; the complexity of human brain has not been decoded for anyone to replicate it.


When you think about replacing humans with robots, do you actually think you could rely on robots completely?


Of course, there are areas where robots could be absolutely worth having and can be more efficient – like working in auto repair shops, cleaning the floor of a restaurant, guarding a shop or an office complex, or even carrying out heavy loads.


Nonetheless, without a human support or supervision, things could go awry pretty soon.


Hey, we wouldn’t want the earth to be turned in to a movie where robots are fighting with humans, or worst, taking complete control.


Well… that’s movie stuff and let’s leave it to that for now!


But, like the flip sides of a coin, there are pros and cons of any advancement. While, one group is working to resolve one or more problems with a technology, there’s another group who’s planning other things with it.


I’m just being wary of the fact that, if not controlled with tight regulations and guidelines, the vicious circle around such technologies could bring more harm than good.


I’m not voting against any advancements, rather I’m amazed of the progress this world has made over the past few decades or so.


But, when prototypes are being used as a fore-front to showcase good, while the real intent is not so good, then you ought to question, think about the bigger picture and the end result.


Think about it, perhaps you’ll find a reason to question it too, just like I’m now!


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Video Marketing Has-Been and Will-Be Around

It’s funny, how small things in life don’t make any sense when they happen, but you could relate them, years later.

My younger brother learnt playing games and counting number even before he went to school.

In those days, gaming was not as popular and a limited number of companies manufactured such units.

Era Old Gaming…

If I remember correctly, it was a stiff competition between Atari and Nintendo. Atari being famous for their joystick controller and Nintendo for better graphics.

Anyways, the crust of the matter is that my brother would play these games or watch me play, and then learn where things needed to progress were, try to find different things he could do, and learn alphabets and numbers to track game progress and password to continue from a saved timeline.

Considering the age, less than 3 years, no one actually thought it was that important or was helping his growth. In fact, we were scolded for spending too much time playing video games.

Fast forward x 20, to this day. Thinking, out of the blue, I realised the impact those games had and can have. A little more analysis, and I was quick to spot the visual aid in learning.

Do You See The Connection?

Don’t worry, you will, soon.

Rather than going through the books or listening to someone telling you, a person is able to grab things when assisted with visuals. The vision, through eyes, gets registered in the mind, faster than we know. Weird, ehh?

Adding Life To These Visuals…

I wouldn’t even ask you to select between a series of print outs and a video, to present something. Guess, you know which is better.

The idea of watching something as against images, is always luring.

The voice, the tone, the music in the background – could be used to create a situation, relevant to the content. The voices, indicate our mind to put more focus, and can pump the heart rate – think of a horror movie or an action sequence.

Ever watched a drama or an intense movie?

The voice and the way in which the actor delivers the speech, gets us involved and we feel we are part of the happiness or the sorrow that actor is going through. It hits our emotional chords.

Tell Me A Story…

That’s the power, you can create with a video.

The content, the sound, the linking – the broader story; that’s what gets to your customers.

There is so much you can say and tell, with advancement in technology – you can use various graphics and sounds.

The same video can be transmitted over multiple channels to reach millions of people out there, worldwide.

To connect with customers and to create an impact – create an awesome video. But first, create a story to show in that video! ~ P.R.

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4 Steps: How Not To Stick Your Face In A Piece Of Cake: Content Migration Strategy

What is the most common or important thing any marketing person would tell you?

If you want to have a greater reach, have a great content!

In an age of #DigitalTransformation, we all rely on the browsing patterns, customer behaviour, and similar giveaways which help us define our strategy.

However, the customer engages only when he can relate to what you present.

Your content speaks for you, where you can’t be physically present.

Most of the organisations think a lot before chalking out the IT budget or roadmap.

A bulk of them, start small, migrate a section of their existing site on to the new Content Management System (CMS).

The size of this content migration may vary!

There are sites which have informational content only. Then again, there are sites which have certain level of user interactions.

From a 100-200 pages to over 5000 pages, there is no limit to it.

It depends on the products are services you provide, the customers who actively use them and would need information about, and the driver for you to be online, in the first place.

How to prepare a strategy for content migration?

Well, if you thought it was as simple as any content editor or content specialist or any person with such a role copy pasting the content and be done with it, then you wouldn’t possibly have worked on such a project.

The fundamentals never change – the planning, the design, the implementation, and the delivery.

1. The big plan!

Planning should have been the phase where most discussions happened; only if we were not in so much hurry to deliver!

The approach, of how you would present the content, the related information you would need, and whether it’ll be across multiple break points, is all to be given a deep thought.

The separation of role; people who could put content, from people who could verify the content, to people who can do both.

Which ones do you have, you can afford to get, and you would need to outsource.

Oh! And, before you forget – do plan who will be doing what and with what approach.

2. Getting the design right!

Set sail when the storm hits the shore!

No, we don’t want that!

So, create assets which can be re-used on similar break points.

Have a consistent layout for pages, which don’t need much modification and look almost the same across devices and platforms.

Do don’t wanna end up creating one page for each of the breakpoints/viewports (desktop, mobile, and tablet).

Decide upon the styling (the font style, size, colour, the heading group, and so on), the icons, and other elements of accessibility.

3. Putting the pieces together!

With the required elements in place, now is the time to put them all on the page.

Know the hierarchy, create the page, and check how it looks on different viewports.

Implement one page at a time, from initiation to completion, and keep track of your progress.

4. Your order is ready for Delivery!

The pages are done, grouped neatly based on the hierarchy, and compared against the existing site.

The viewports are checked, and so is the linking of pages.

If, there is any information which is needed for the tracking or marketing purposes, then ensure you have provided all the information.

If you are not sure, make use of any tools which are readily available to get you that information.

Just when you think you are ready, open it for an in-house verification session.

Limit the time and keep the intended purpose clear.

Walla … You are ready to go! – hand the site over to the customer.


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HOW-TO: Leverage Tech Initiatives To Provide Exceptional Customer Experience – Travel & Hospitality (T&H) Industry

Whether you want to tick that item on your check-list or cross a pending item off your bucket list; whether you have to go for a business trip or take a break from that business; whether you have a reason or you want a reason; we all need a lil break time!!

It’s not always about travelling, not about making time for your family; maybe it’s only about seeking serenity or time-off from that monotonous work.

As much as we would like to plan them in advance, we never really get to it. And, most of the times we end up making plans – impromptu.

That suddenness, that itch, that adrenal rush – isn’t it exciting; too overwhelming?!

Well… it’s just the beginning of that holiday which we could do away with.

Price comparison sites, individual booking portals, and third party site and apps are always there to help us make these bookings.

With more and more people hooked on to internet, it is becoming a challenge for these companies to be competitive.

Why is it a challenge?

To start with,

  • There are so many sites and apps available to choose from
  • Then there are promotional offers provided by each of them, which leads to a price war and the need for further discounts by mainstream players
  • Of course, with many competitors lining up one needs to reduce the operating margin
  • The limited budget means there could be small or no upgrade to IT dept.

Don’t stress! Let’s take a practical scenario to understand where we are and where we could be.

Considering, I have to go to a place (like New York) and I’m currently in Miami. Now, all I have to do is open a travel booking site to select an airlines of my choice and a hotel. Alternatively, I can select the hotel from a different site or from the site of the hotel which I generally go to.

This is pretty straightforward as most of the sites have similar flow, user experience. The only different would be in cost.

Most of the hotel sites have content which is static, with an exception of booking rooms, which has dynamic data and involves some user interactions.

How can brands use wearables to improve customer experiences?

How can I bring innovation to this?

Let’s rewind this a bit, shall we?

The moment I had to plan for a booking, I would like to initiate the voice assistant on my phone (like Siri) and say something like “Let’s plan a vacation.”, and Siri would reply, “Which app would you like to access?”

If I have set a preferred app already, then this would not be asked and the app would be launched.

The moment that app is launched or the website is pulled up, the chat bot on the site should ask certain question like, “Where are you headed?”, “When are you leaving and returning?”, and similar question but keeping the interaction to bare minimum and fetching the best results. Then, of course, the data could be filtered out to make a selection.

With my booking done for flight and hotel, I’m all set to go.

Now comes the futuristic bit.

The smartness of these chat bots or voice assistants comes in, when they book a cab (or suggest to book) since I would be needing it, both from current location to airport or train station, and then from destination airport to destination hotel.

Right from reminding me that I’m supposed to leave that day, to my cab approaching in 15 minutes, to route to airport. And then, flight number flashing on my smart watch or the mobile app, to taxi number and contact details of the driver waiting for me at the destination airport, and the route to destination hotel – engaging, informative, relevant, and unique experience.

The taxi could be booked by the person or provided by the hotel, but the door-to-door updates, information received would be such a different and refreshing experience for the traveller.

All along the way, give out vouchers, discounts, conduct surveys, promotional events, or whatever way you can think of engaging and rewarding customer.

I will talk about more of these in my next blog, so keep reading…

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While Samsung Was Folding

The thing with technology is, it keeps evolving. The pace at which it currently is, makes me wonder if it’s a good thing or bad?! On one hand there are things which seem so futuristic that you would want to grab one of them, while the lifecycle of these products is reducing at faster pace than even; and I’m afraid it will continue to do so.

While I’m preparing myself to invest in one product, which mind you doesn’t come cheap these days, I need to be thoughtful of the changes or upgrades which might happen to it sooner than I could expect. So, it’s something like I’m planning to buy iPhone 7 while the company is ready to launch a new version in 6-8 month time. Shelling out $800 for a product which will be upgraded in less than a year is not something I would appreciate, unless I don’t mind the upgrades and can make use of this product for next 2-3 years.

How do you react when you read about an upcoming product?

Around the world, there are expo happening with major companies showcasing what they have been working on and would be launching those products soon. During one such expo, if news article is to be believed, Samsung showcased a folding smartphone cum tablet. Like many others, my first reaction to it was, wow! I liked the way the product could be folded and how the system would detect the mobile or tablet mode. Moreover, the device could then be connected to Bluetooth keyboard and can be used with much more convenience. However, when I looked closely at the video I noticed something unusual and kept on thinking whether this would hold up for long.

When the device is folded or flattened out, there is a visible impact on the screen which made me wonder how long the screen could sustain the pressure before it wears and tears out. If you keep on changing the views then the joints would become loose, there would be impact along the fold, and there is a high chance the screen would crack. I’m sure the company would have thought about it, but the usage of device over prolonged period of time could not be replicated and nor could the different ways in which user would use the device.

It might be too early to comment on any of that, but for the sake of argument let me know what you think?


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Mistakes Can Be Costly, We All Know That. Don’t We?

It must have been like any normal day in the office with people heads down on their computers, stroking the keyboard hard, and trying to finish what they started. I could only imagine the manager walking down to the team area and calling for an emergency meeting, only to announce that the organisation was just fined a couple of million pounds and they need to find a root cause for the issue.

Startled with what they have just heard, the room got filled with hissing and murmuring sounds. “Let’s discuss this together”, said the manager in a commanding tone, slightly agitated at the same time as he and his team were responsible to prepare a report.

It was indeed a bad day for the organisation, a telecom giant, who had been fined by the regulators for overcharging the consumers due to discrepancies in the billing system. Going by the news doing the round, the impression one gets is that the customer care department did a pathetic job at dealing with complaints. But, on a deeper analysis of the situation the flaw seemed with the software which dealt with consumer billing.

Back in the meeting room, fingers were being pointed and heated exchanges were a common sight. However, it was a collective failure of sorts. The business analyst failed to identify the use case, the development team did not cater in the specific conditions, and almost all the teams involved did not ensure the right checks were enabled.

I really can’t and should not be commenting about what went wrong cause I was not there when this all happened. However, what I can do now is to highlight the importance of what I’ve been learning since the day I started my job – capture the gaps and potential bugs as early in the development cycle as possible. Even if there were no gaps, the use cases should have been verified thoroughly when the system is made live. If the billing rates had to change from mid of December then how could they not till mid-January? If the person is calling from EU zone then how could he be charged like he was calling to the US?

I’m not sure if these were specific scenarios or if they should have been captured. I can’t even tell if these scenarios were captured indeed. However, the teams involved did overlook the changes and for a long time (about a month). While the customer service failed to act on complaints or feedbacks, which is the most important phase in any service industry. Was the organisation bit lazy to act or was daring to challenge that nothing could happen to them? Whatever it may be, they paid a hefty price for their actions.

Alienate your customers from the business, and soon you’ll have no business to run.


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My Digital Transformation: Information Technology to Idea Technology

Closing my eyes and thinking of the time when, while watching a movie, there used to be a lengthy slot booked for advertisements, every 15 minutes or so. Households were switching to colour TVs, while most of population still had old Black and White TVs. It was late 80s or early 90s, and there were limited products in the market. The marketing trends were restricted to printed papers, or TV ads. The word of mouth was a commonly used and most trusted medium. Technology was still in its yearling stage, and large conglomerates were dallying with the idea of globalization. The notion of internet, or digital world was yet to be conceived.

Over a decade in making, the capabilities of computer technology started spreading its wings. With the nascence of the internet, the organisations started to have a horizon shift. Globalisation, market expansion, localised offerings were no more a distant dream. These term took a leap from the dictionaries and existed in real time. There was a rush to explore ways to reach people, make your presence visible to them, and eventually generate revenue. With online presence people were able to generate business, but then retaining customers, and recurring transactions were becoming a challenge.

The blending of idea and technology, became a game changer. The transformation of Information Technology to Idea Technology, created a freeway for businesses to think out of the box, and travel beyond imagination. E-commerce was the talk of every town. The printing jobs got replaced with creative art executives. The marketing was being done on internet and other information channels. The ideas which existed on paper were being digitised and spread out.

So why was this important for me? How did it bring about my digital transformation?

Well… Like any other business, it was an opportunity for people like me to make a presence and connect with the outside world; without actually having to visit and meet each and every one of them in person. The e-mail application, social networking sites, professional networking sites, and other sites where I could provide my details and get people to know me were my business cards. I could share them out in the open and connect with intended people, just with few strokes on the keyboard and clicks of the mouse. A decade back or so, I did not even have a mobile phone, and today I have my profile created on various platforms. My photograph, along with my details (dependent on how much I’ve provided) were there to be viewed by countless people wanting to know me, or about me.

The ‘idea’ behind it was simple – paint the (digital) canvas showcasing my interests, my experience, and my story. Create a leaflet, or a banner which could be distributed inter-state, intra-national, or internationally (of course within the bounds of the digital space). I wanted to link up with long lost friends, with people I’ve met, with colleagues, with recruiters, and just about everyone. I wanted to present ‘me’ as a brand, market it, and get to be cognised. In an essence, I transformed myself to become globalised. After all, I mean business!

Perhaps, ending on a humorous note,

Steuart Henderson Britt once said, “Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.”

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Is Your Phone Just A Phone Or A Wallet Too?

The buildings which once wore a deserted outlook were revamped and modified to suit the taste of its occupant, whenever a new in charge came in. Nothing stays as-is for long, isn’t it? Well, the new look of these government buildings were not only getting a makeover, they were shaping new policies which were going to have a huge impact on everyone. Who would have thought, that for over 2 years the government was planning a massive change, but only a handful of people were made aware of it. The secrecy with which they worked speaks of its volume; now that the policy is out in the open – fight against corruption. So they say!

The timing at which the announcement was made could not have been planned any better. Most of the people had come back from work and were either watching TV or having dinner. The remaining were either travelling back or almost on the verge of leaving work. Moreover, there was a big event going on which was being closely followed by people around the world: the US elections. So any impact on the market would have no trace to this news, or have the least impact whatsoever.

So why was all this so important?

There was a huge uproar around the country as the government had demonetised the high value denominations, INR 500 and INR 1,000. There were steps which the government suggested and wanted to implement, however these step fell short of all the preparation and planning when they came out in public. As you would expect majority of people to react, they panicked! Boy oh boy, and this panic spread like a contagious disease. Everybody was so restless and anxious about days to come. From daily commuter to wage earner to salaried people to business people, people were still trying to get in to their senses and come to terms with what they had witnessed a minutes before. The mothers, ladies, and housewives were worried about the groceries and everyday expenses. While other people were worried about the cash which they not declared or is unaccounted for. Even people who had the money from genuine source and for a genuine cause, knew it would be difficult for them for few days, as they would have to exchange old notes for new ones.

Well, it wasn’t that tough to do as you would need to visit the branch and get the cash exchanged or deposited in your account. But, it’s elusive when everybody decides to walk up to bank on the same day and at the same time, and especially when the banks had to deal with so many people with so less staff and very less time to prepare for this type of challenge.

Keep wondering people, yeah everyone is so lost in their own problems that they fail to look at the bigger picture. While this had become a hot topic of discussion for people travelling in public transport, employees in shared cabs or cars, people sitting out in cafeterias, hawkers, and just about everyone; there were people who started working 24 x 7 and analysing the best way to tap on this open space which had opened up ocean of opportunity. Haven’t you heard – human mind is so complex that the moment these restriction were put to curb illegal businesses and cash flow, people started worked on decoding ways to get around them. Who wants to play legal when they have worked their entire life by not being legal, aye?

Well… there was one business which saw a huge potential and a legal way of growing: mobile payments. Their version – helping the country to become digital while giving them a platform to carry out transactions, cash free! The big guns like PayTM, Freecharge, and others, charged with the Make in India tag, were quick to grab this opportunity. A little bit of more spending towards marketing and they were set for a large chunk of returns.

Is this bad?

This is not at all bad for me or anyone else. If someone is providing any service to us, he is free to charge or not charge us. In this case, these companies are providing a platform for us to be cashless and yet be able to make transactions. Transfer the money from your own account and then use it for various purposes from buying milk to paying utilities bills to plan your travel. With the surge in smartphone use, it has become very easy for any layman to use these apps. From banks to (mobile payment app) software companies there are many options available and you can use one or more of them based on your comfort and choice. It may seem like a boon for these mobile payment companies, however the platform which they provide will be beneficial for people who do not want to manage money through their bank accounts only, while have a medium to be able to pay for daily expenses. The best part is no more carrying cash or card and be fearless about forgetting the card pin.

Almost there,

“Within five years, half of today’s smartphone users will be using their phones and mobile wallets as their preferred method for payments.” ~ Peter Olynick said in 2012

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From Fad To Fade [Part II]: The “e” Which Matters

It’s all about perspective in this fast moving world. Think about The Sims, GTA, or Half Life, or any such interactive first person game. These are not just games people play: they live them. Sitting anywhere in this world, you just need a console and internet to be anywhere, talk to anyone, and do anything you like. Of course within the bounds of the game!

Sometimes I think, is this all because people are afraid to face reality? I wouldn’t dare to stroll around the town or walk in to a bar just to initiate a conversation with a stranger. Fear (of getting beaten up) would be the last thing on my mind. It’s the embarrassment I might face, or the reaction I might get from the other person which worries me. But, with a mask on (virtually), no one would know me. Moreover, the person on the other side will become playful too.

“The fact that all of this was happening in virtual space made no difference. Being virtually killed by virtual laser in virtual space is just as effective as the real thing, because you are as dead as you think you are.” ~ Douglas Adams, Mostly Harmless

Oh no! I’m not against the technology or the advancement. In fact, being associated with so many social platforms myself, I have seen the benefits of it. I have been able to communicate with friends whom I last spoke in high school. I have been able to see what others have been doing (status updates), and share with my friends what’s happening in my life too. The important dates are reminded to me, and I can create social events to be shared with a larger audience. Most of all, I have been able to create a (limited) global presence for myself with a scope beyond my imagination.

But… How long can one continue like that. Perhaps, forever! Maybe not! At some point you would need to fill the void which has been created. People will not know how I speak, how I walk, or what kind of person I am. It’s our body language, our daily interactions, our manners and cultural values, and all our subconscious actions which define us. And, I can’t run away from the fact that behind all the virtual medium I’m hiding the loneliness, the urge to be known.

The darkness, which has stemmed within, can only be cured by rambling under the sun, meeting new people (face-to-face) and speaking your heart out, for a change. The limited light emitted from ‘e’ medium will not lead you anywhere. The inclination towards material world is impermanent. What’s lasting is your senses, your true self. So, go out and meet people, make someone laugh and laugh with them, make a connection, create some spark. But, don’t spark the connection, the relation just by sitting behind electronic media.


As C.G. Jung has said, “The meeting of two personalities is like the contact of two chemical substances: if there is any reaction, both are transformed.”


Author speaks: I’m not here to change the world; I intend to make an impact on one soul at a time. If you like my work, please press Like, or better yet put a Comment; perhaps a feedback. However, the best appreciation of my work will be to Share this with your friends and your social circles (FB, Twitter, LinkedIn, G+, and others).

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