Dheeraj dharm mitra aru nari aafat kal parakhiya chari”
- Tulsidas
Remarked Prof. Sanjiva Dubey, addressing the 40th Friday’s 2.0 session @ NASSCOM, New Delhi.
The session started with Mr. Ankur Lal, Chief Executive, Infozech software Ltd. introducing the participants to the session and the EMERGE community.
- I am a fellow traveller, said Sanjiv before igniting the present minds. Well it was not just igniting these minds, Sanjiv had a huge task of not only sharing his insights but more so in calming down the anxious people in the room, who all shared a BIG single concern, that of - what to do in these market conditions?
Sanjiv’s opening line did the magic “an SME won’t turn into an Infosys in a matter of days or months, its rigorous practice”
In these BAD times, Sanjiv smiled with a GOOD news for all, “Every IT giant was an SME”, thus everyone grows! A few examples Sanjiv shared-
- Google, HP amd Apple were started in a garage
- Adobe was atarted by ex employees of Xerox and named it after a river that ran by the neighborhood.
Before we go further, how many of you would say that you don’t know this name – Western Indian Vegetable Products Ltd.?
Well, I am talking about WIPRO Ltd. in this case.
Thus was set the mood in the room, which made the participants feel that the bad times though have their share of “bad moments” but they come along with lots of opportunities as well.
Coming out with Unique-Creative-Innovative ideas, this is the right time to effectively implement these strategies into the SME’s business plans. Sanjiv in fact emphasized on the importance of the above for not only the SME’s but also every IT company, referring to his book.
All SME’s which emerged into a mammoth organization had just one “creative innovation”, on which the empire was built on, remarked the experienced professional.
Challenges for an SME
- Limited opportunities for Economies of Scale
- High Development cost, Low profits
- Losing customers, no repeat orders
- High cost of marketing
Enough to make these bad times, sound really BAD!
But Sanjiv keeping his poise, said in bad times SME’s should test these four -:
- Patience
- Persistence
- Pals
- Partners
Also were shared certain crucial things that according to Sanjiv, should never be done during a downturn -:
- Don’t panic
- Don’t let your clients/employees/investors panic
- Don’t believe everything you read
- Don;t brush aside everything what you hear
- Don’t isolate yourself. A team is more successful than an individual
An interesting thought and example that Sanjiv shared, was when he bagged a big contract competing with the market leaders a few years back, by creating and maintaining a “consortium” of companies, which was a lesson towards why a team is more important always.
Remain glued to the ground!
Whenever you’re glued to the ground(you know the situation and how would it affect you) you don’t panic as much.
Sustain a day at a time, which Sanjiv innovatively termed as the ICU(intensive care unit) model!
Your organization is like the human body, with the Brain representing Creativity, Lungs the Cashflow and the Heart, Enthusiasm.
All the vital organs need to be kept alive at all costs to keep going, forging new relationships and leverga these learnings when the right opportunity arrives.
Socialize, serve others and don’t hesitate to collaborate!
We as IT companies are running towards getting into our own niches in the race to prove our niche expertise. But in these times its innovative collaboration which works!
Sign up at the first signal of ecosystem change, be observant and be quick to notice the change, was Sanjiv’s advice to the SME’s. Survical at any cost and rate is mandated.
So, you meet your team everyday? Well, go have lunch and meet them twice a day now!
Innovating the business model by the IT industry
- From labor based to annuity based
- From being just a cook, you now need to take care of the entire wedding
SME’s can do so by forging long lasting partnerships with already established IT leaders. Specialize on a particular domain. Niche matters!
Good news, In bad times, you’re not pressured for deadlines, thus what you have is time in hand to do what you could not have done and missed the bus while concentrating on other things in the emerging and happy times.
Corporate Discipline
Instill discipline in bad times. With a slide presentation showing the royal guards, Sanjiv made a point which he emphasized by saying that discipline is of utmost importance and cannot be negotiated upon.
The FIVE S (5S) formula-:
- Sort
- Straighten
- Shine
- Standardize
- Sustain
In the context of the current market scenarios, Sanjiv essentially made a point which struck the right cord with the participants, who all consented that these things are important. Go build relationships, which was supported by an example from Sanjiv’s personal life, about a client for whom he went the extra mile, and the client still remembers him, (whether times are good or bad).
Flawless Execution
The client saves a lot by getting his work done, by an SME than by a big player, all it demands is flawless execution, responsiveness and customization. And the room was fresh with positive vibes 
Finally -:
Go find a mentor who can help you in tough times, Sanjiv placed the importance of having the right Mentor high up on his list.
Guru gobind dono khade, kaku lagun pau…
balihari guru aapne gobind diyo bataye…
- Tulsidas
The session drew to a close, with Sanjiv again being one with the participants, re-assuring them that we all are in similar times, with his words-:
Main aap apni talash mei hun, mera koi rehnuma nahi hai..Mai kya dikhaun raah tujhko, mera apna pata nahi hai..
Link to the post at the NASSCOM EMERGE Blog: http://blog.nasscom.in/emerge/2008/10/18/from-caterpillar-to-butterfly/
