Power of Observation

“Vision is the art of seeing things invisible to others” ~ Jonathan Swift

Here, I am addressing the often Overlooked and Underutilized Power of Human beings – “The Power of Observation”.

A lot of times I am told that I have strong observation powers. Recently it was re-iterated by some team members when one morning I called for a strategy meet for expanding the customer base for apparel for Fashion @ Big Bazaar. The trigger for this meeting was observation of the street shoppers in Mumbai suburbs. I noticed that the women who were shopping were “middle class”! The kind of women who I would like to have in our stores. The clothes that they were buying were not more fashionable and not cheaper. So, it sparked the question on their motivation to shop there.

It made me think how I started my journey of keen observation. Then, I remembered my baptism by fire. Here goes my first experience leading to learning on “power of observation”

My first job as a management trainee (over two decades back) was in a multinational which also sold Shampoos. Those days for the shampoo category the key task was to increase customer trial and penetration through the sachet route. So, the sales task was to ensure wide distribution of sachet in the kirana stores. During the training period I also worked as a sales officer and my “mentor”, the Area Sales manager was to visit me in the market place. “Dressing up” the market was a done thing. So, I with my distributor made sure that the sachet distribution was wide (on the understanding with the shop keepers that we will take them back after the ASM visit).

During the visit, ASM went through the stores without any adverse remark and I was feeling relieved. In the last shop he said that the sachet were placed only yesterday. I tried to say that was not correct. He proceeded to count the number of sachet hanging on the hangar and said that the shop had not sold any. I hastily added that the sachet offtake was really poor. He then said that the sachet placed there were feeling new. In an Indian shop if they were hanging for a long period then they would have been dirty. I was left speechless.

So, my mantra is that developing the “power of observation” is an easy thing to do – we just need to focus on it. It is more a question of training and habit. I am attempting to put some tips for the same over here.

1.      “Point of view” based Observation : Reality is not very different from the way you would believe it. Having a “point of view” helps in defining the standard and any deviation is fairly easy to observe. E.g. If I believe that excess dust in a store is just not acceptable, I will work on finding reasons for the same. In a particular case, it was not about poor housekeeping but non-functional air curtain. Assuming things will be right is the biggest hindrance in your observation. Observation is done with an open mind and not just open eyes.

2.      Observe Like a Customer: In retail and most other businesses customers are your biggest assets. Can you experience the joys and frustrations of the customers, first hand. I have personally shopped (and observed) in our stores like a customer and have been able to contribute to improvements significantly. For me this is a very special thought.

3.      Observe Small Details : Nothing is too small to be noticed. I have noticed a sticker on a competitive store hoarding on the change of promo dates to finetune my tactics. Or the lights which are not functional in a store or at the fascade. And trust me, these are things that frustrate my team the most. But I am relentless on this.

4.      Prepare yourself to observe : If you continue thinking that things have always been this way and won’t be very different today, you will never be able to observe. Tell yourself that if you don’t observe anything new today, the day was a waste. Even if you decide that you have to observe 5 new things every day, you will over achieve your targets. There are enough things around to tell you something new every day.

5.      Act : Once you observed something wrong, take immediate steps to correct it, even if it’s a fairly small thing. This will further enhance your observation powers.

The "observation" is not just related to stores, but also to data. Think about applying all the above thoughts to data as well! You will find surprising answers. And suddenly, the data starts to speak to you? Have you ever experienced that? Trust me, the numbers talk to me.

Why does so much of what's in front of us seem invisible? Well, perhaps because people only see what they are prepared to see (Ralph Waldo Emerson), and because: what we see depends mainly on what we look for (John Lubbock).

What did Newton have special in him that others didn’t have? Everybody saw an apple falling, he observed. Jack Dorsey observed the people’s interest in social media and the need for updating it real time, what we have with us is Twitter!. Steve Job’s iPod, Bill Gates’ Microsoft, Page and Seargey’s Google – all are results of no extra ordinary powers, but just plain OBSERVATION.

Will you now “Observe” more? Looking forward to your views on the same.

 
 

You can also reach me out at @agrawalsanjeev on twitter