Elephants can dance

Elephants are the largest living animals on Earth today. The average weight of a male elephant is said to be around 4500 kgs! They are said to be very intelligent and social animals. We have seen snakes dance, monkeys dance, But do Elephants dance?

Whenever I ask my team as to what is the biggest obstruction on the way to achieving disproportionate growth, I am told that the “high base” of last year is the issue. And I often wonder – Is it True? Is it really not possible to disproportionately grow bases which are already high? And the single word answer that my mind undoubtedly gives is a blank “No”!

Well, it may sound too idealistic and to some extent, unrealistic, so let’s begin with an example. Let’s start with an iconic company – Apple. When iPhone was launched, did anyone think that something better than that can be possible? The innovative concept and sleek design captured the hearts of millions throughout the world. iPhone launch was a phenomenon and I do remember seeing so many times in newspapers, customers waiting in such long queues in countries where iPhone was about to get launched. Nobody could imagine something better could be possible within the life span of a mobile phone. The truth is that within a span of 4 years, iPhone has launched 4 versions, each one significantly better than the last  one. And now, they are all set for the grand iPhone 5 launch – one device which will change the rules of the game forever. One look at the features, and you’ll again think that nothing better than this can ever be possible! Would you be surprised if they launched an even superior iPhone 6, hopefully not!

We are living in a society which is full of examples on how big companies keep surprising us with more and more positive results over a period of time. HP, IBM, Bank of Baroda are just some top of the mind examples which hits instantly the moment you think it is “impossible” to twist and turn huge bases. There are many many other examples. If you just take a look around you, you will realize that the world does not function on the basis of base at all. Everything keeps growing despite the current status of their being. Do you think you cannot learn more or get enlightened because you have already matured enough? You believe you can’t put on more weight because you are already obese? Will you ever think you don’t need more money because you already have enough?

Now let’s think of this. Why is it even easier to grow on large bases than small bases. The answer lies in large base itself. If you have a large sales base, you have a large customer base and therefore, so much more word of mouth marketing available to you free of cost! If you recently saw the list of India’s Most Trusted Brands in Brand Equity, you would realize that trust also comes from the scale of business. It is Virtuous Cycle – More Customers -> More Sales -> More Word of Mouth -> Even More Customers. Isn’t it fair to expect more from bigger bases? The only condition here remains is to make every customer of yours, a happy one, and they will ensure that whatever your bases are, you grow much more than that. If you stick to this golden rule, no base effect can ever hamper your growth path.

 

The market is large and the potential is incalculable. The bases should never be calculated according to the previous performance, but more in terms of Market Potential. I again do not mean, market share, but stressing on the word “potential” to highlight that there are still areas that nobody in the market would have ventured into, which are completely untapped. When we think of the bases in this light, they surely will look too small to not achieve disproportionate growths!

And yes, let me tell you, Elephants do Dance. Despite their weight, Despite their perception, they do dance. I have quoted above, the elephants who danced on the power of innovation, strategies and belief that they can do it! Do you think that there’s an elephant around you? Do you think it’ll dance?

Diwali aa rahi hai…..

PS: You can also reach me out at @agrawalsanjeev on twitter.