This is an excerpt from the book ‘The Two-Minute Revolution’ by Sangeeta Talwar. This book provokes you to think big-about innovation as well as excellence in on-the-ground execution.
Sangeeta Talwar, the first woman executive in the FMCG industry, who established one of the most beloved and enduring brands of India-Maggi Noodles-shares creative and strategic lessons which can help you grow and add value to your business. Drawing from decades of first-hand experience in Nestle, Tata Tea and Mattel, she prescribes a plan of action that includes tactics such as keeping all the balls in the air, executing to perfection, being consumer-obsessed and pivoting on profitability.
Here is an excerpt from the book listing the 6 things you can learn from Maggi!
1.Have the courage to go against the grain and step outside your comfort zone
During a time where meals were considered to be nothing but traditional, a product called Maggi entered the food market. No one fathomed that thirty years from then, it would still be one of the most famous household brand names in India. However, what makes this revolution unique is that its creators were not afraid to think outside the box. They were up for a challenge and despite the odds, they managed to succeed in creating one of the most loved food items of India
2. A great new idea needs consistent and meticulous execution to succeed
The turning point of converting an idea into reality is its execution. In a country like India, where every state has its own cuisine, making noodles a part of the meal plan sounded quite bizarre. But through meticulous primary and secondary research, the almost impossible idea was converted into reality. The same way, what makes an idea successful is the amount of energy and consistency involved in making it stand out.
3. You get only one shot, make the best use of it and keep consumers coming back for more.
You can only make the best use out of one shot if you amalgamated passion with excellence. Passion driven excellence is the key to make customers coming back for more. When a person’s work becomes his passion, he focusses on the most meticulous details to make his product stand out in the face of cutthroat competition. The reason why customers don’t come back for a particular product is because they focus on micro details rather than the macro details (on which the seller focusses). That is why the first shot in any business should be perfect as it leaves a long-lasting impression on a customer’s mind.
4. Be consumer obsessed especially in the good times!
By making a customer the priority, any brand can flourish. Anticipating their needs, their feedback, the amount they use the product can help the business succeed. However, all of this is only possible if an organization is constantly in touch with their customer. By seeing the dedication of an organization towards the consumer’s need, a customer will always come back and by-products from the brand.
5. A brand must stand for something. It cannot be all things to all people.
Maggi as a brand represents a revolutionary breakthrough in the food industry of India. It represents the acceptance of the Indian society to a new concept of packed products. Yes, it may not match the needs or even the flavour of some people, but as a brand, it cannot represent everything that everyone desires. The same way, every brand in the market should represent a meaning, which the customers are able to empathize with. This gives it a stronger edge in the market
6. Expectation is the key that drives the world. It can build or destroy depends on you.
When Maggi was launched in New Delhi in 1983, it did exceptionally well and crossed all sales targets. However, in the following months it experienced a sudden downfall. The nestle heads were furious and questioned the team about the failing performance of the product. In reality, they never expected Maggi to flourish the way it did. When it took a downfall, they wanted to label it as a disaster But was it the market which was to be blamed or the over expectations of the management, which wanted to destroy the brand? When portrayed in this manner, the expectations about Maggi lessened for a while, thereby giving it the niche to grow and reach its full potential.
You should read The Two-Minute Revolution by Sangeeta Talwar if you want to learn more tried and trusted strategies for building extraordinary brands.