Tag: Jaisurya Das

By Jaisurya Das

 

I just can’t understand why most of us crave to own a piece of our past.

 

Ladies and Gentleman, welcome back to yet another week with Dear MxM.

 

An interesting week to say the least, and hence I decided to share one of its highlights with you today. Am not sure if any of you have encountered what I did a few days ago but it was certainly quite interesting as far as I am concerned. Different matter that at the end of it, my wallet is lighter !

 

This is about the passion to own a slice of what I call history! An iconic brand, a reminder of a bygone era that has touched me in more than one way or the other. It’s mighty strange how iconic brands have an intrinsic ability to induce passion and desire in even the least interested audience.

 

I sat working furiously at my laptop for hours that morning, only to take a short break to check on my mail and that’s when it all happened.

 

I scanned a few random mailers before I opened this one. Tissot, the age-old watch company was back to haunt me yet again. The same watch and dial that my grandfather wore over 40 years ago. Memories of me grabbing it from his desk to see how it will look on my wrist, memories of his winding it every morning with clockwork finesse. Memories that have stood the test of time and affection.

 

Just plain nostalgia from an era that is long gone. No more winding, no more grandfather either. Just the stark realisation that time has gone by. Isn’t it strange that an inanimate object can stir such emotion in you.. ?

 

Well it did, and I hit the ‘buy’ button and ordered a watch that I didn’t need one bit for its utility ! I just did was what an iconic brand does to you. Stir emotion to give you an almost life-like experience of a past that you pine for.

 

In a few days, I will in all probability adorn this Tissot in memory of a lovely childhood.

Will it tell the time with the same precision that my grand father believed in ? Am not sure, But does that matter any longer to me?

 

No, It’s about owning a brand that has stood the test of time, much like the Zippo and the heady Chivas Regal. There is something beyond what is apparent, what is seen.

 

My own feeble attempt to own an iconic slice of my past!

 

So, what makes a brand iconic?

 

I leave you with this random question and while you’re at it, let me take you through the questions from our readers in Mumbai, Delhi and Bengaluru.

 

Do read on…

 

Why is it that many regional newspapers carry loads of poetry and fiction, but most English newspapers find no space for all it?

Thanks for writing in to Dear MxM!

 

While I have reason to agree with you on this observation, it may not be entirely correct to say that the English media has no place for creative writing. The weekend supplements in leading dailies do have their share of fiction and creative content, though in terms of frequency it’s far from regular.

 

Personally, I believe that this has much to do with the readership and audience psyche today. Regional audiences still demand their share of creative writing, culture, art and topics such, while the more so called ‘evolved’ city audiences find all this passe!

 

I think ’’ts got a lot to do with the infinite distractions that we as an audience reckon with day after day. Where is the time for good fiction or poetry? For us, it’s all bout being socially active, being seen, reproducing what someone said, liking and sharing and….

 

Creativity is appreciated by only those who have the time and inclination. Unfortunately, thanks to one excuse or the other, the English readership is more skewed to the excitement of glamorous infotainment.

 

Having said this, I do hope that, at some point of time, the English media witnesses a resurrection of sorts and brings back some good reading. But then reading in itself is a dying tradition.

 

One of the main reasons why I am not relocating to a city like Mumbai is that good housing near the office is prohibitively expensive… even in rentals. Why don’t media organisations have provisions for housing for employees like many other private and government outfits?

Ah, good point, yet it’s important to understand that no media organisation can afford to provide accommodation for all its people. Media margins are slim now (except for a handful of leaders) and hence capital investment/ high overheads is a tall order.

 

Moreover, how many people can an organisation take care of? I know of several media companies who have provided company accommodation for a few senior people but this can’t be made applicable across levels and functions, for obvious financial reasons.

 

I think it’s good enough that most discerning companies today provide for a fairly decent HRA (House Rent Allowance) that allows their employees to find something reasonably comfortable.

 

I don’t think it’s a lack of inclination on the part of the company as much as the financial outlay required to create living space for a large number of people.

 

I must confess that heart of hearts, I would be the happiest to see media professionals being provided with company accommodation but that seems highly unlikely!

 

Is it true that a person with a research background sees faster growth in media organisations?

No, this isn’t true! Yes, a research background is always beneficial but that doesn’t necessarily mean you have accelerated growth.

 

It’s the advertising fraternity that sees a major affinity to research for the plethora of brands it works with. Hence for me, research is more a catalyst than a precipitator for a positive appraisal. 

 

There are exceptions to this rule but that’s when the basic role demands a high degree of numerical acumen.

 

If I were you, I wouldn’t worry myself on this. Just focus on your defined objectives and KRAs (Key Result Areas) and soon enough, you will be at the receiving end of accolades!      

 

Do well, my friend. Career and growth will happen.

 

In Delhi, schools stay shut because of the summer. But shouldn’t working professionals also be allowed the benefit of not having to go to office to beat the heat? Many jobs in India can easily manage it!?

I completely agree with you on this. In fact peak summer sees productivity dipping in most field jobs. It’s inhuman to expect people to spend the entire afternoon out there in the blazing sun wth temperatures soaring 40deg’C ++

 

While I don’t entirely agree with your view on working from home etc, I think a moot point must be arrived at, to solve this weather issue.

 

One of the things that I have always thought of implementing at work, is the afternoon siesta in line with the Gulf countries. The tendency to sleep and put on weight notwithstanding, it may be a sensible idea to budget for a sleep hour during summer. This will allow for some recharging when you have run out of steam.

 

Honestly, I don’t think this is about which job can manage all this luxury; Almost every role can, but how many companies think like this?

 

And, yes, all the best with your’s, my friend!

 

My friends, I do hope you enjoyed reading this weeks dose of Dear MxM. Do feel free to write and give us your valuable inputs. Believe me, we take these things seriously !

 

And, yes, do take good care of yourself; It’s the raging month of May. So, keep yourself well-hydrated, indulge in those coolers, butter-milk etc and eat light. It honestly helps.

 

And for those of you who have questions ready, please do write in to us at editor@mxmindia.com mentioning ‘Dear MxM’ and your ‘City’ in the subject line !

 

Well, for those of you who don’t have anything to ask, sit back and relax, We will be back soon with yet another week of India’s only online counselling column for our industry. 

 

So what if we say it’s the best too!

 

Jaisurya Das, the maverick media-evangelist eats, sleeps and romances brands.

His cerebral consulting interventions are aimed at making brands powerful and sustainable.

He is also Contributing Editor of MxM India. For more information on his work visit www.xanadu.co.in

 

By Jaisurya Das

 

Ladies and Gentleman, thank you for joining us on Dear MxM this incredibly hot week of May 2016.

 

‘Beware the Ides of March’ thundered this baritone day after day. None other than my  wonderful English teacher at Mumbai’s GD Somani School – Calley D’Mello. He taught with a careless abandon, be it Shakespeare’s Julius Caesar or the more prosaic Nissim Ezekiel’s “Night of the Scorpion”…

 

This was his strength. The sheer recklessness of interpretation that a teacher needs! This young man ensured we enjoyed every moment of his class while we grappled with literature that we were meant to grow up with. Coming to think of it, am not sure how much of a difference it made spare the conversations we could carry with ease.

 

I was most thrilled to see him decades later at a reunion as charming as ever, the same glint in his eye! The only measure of 30 years gone by was his silver grey hair. I didn’t get a chance to sit with him and relive a lot of those moments that we spent in the same class. Someday I will. If not anything, to listen to his baritone once again.

 

I write this because some people leave an indelible impression on you. I still don’t know the reason. To be honest, I don’t even believe that he was the ultimate authority on English or English literature… but there was something about his passion that arrested me.  He lived each class and nudged us quite innocently into this infinite pool of learning. Yes, Calley if I can hazard that at my age….Some of us did learn English, a few of us more..

 

We learnt to smile no matter what, display energy when there isn’t none and above all to celebrate life at the slightest chance…

 

Sincere gratitude my friend. I must confess I don’t know even know what for, but yes you made a difference to my life. Am not a hypocrite and hence no extra praise, no pedestals, nothing. Just honest respect. I tip my hat to you my friend. You were always one and will remain so. God bless with you infinite good health and happiness.

 

I know most of you are wondering why this week’s introduction reads like an autobiographical extract… Well, maybe this is an extract after all!!!

 

Welcome to the real world of queries (this time from Delhi, Chennai and Hyderabad ) and responses in the inimitable Dear MxM style. Read on, I say … !

 

I find that success has gone to the head of my colleague, and he thinks he knows everything… I want to help him realise his folly. What can I do? Or should I just let him be?

Wonderful. He has just joined the unique group of individuals on mother earth who believe that they have learnt enough. Each time I meet a bunch of young practitioners or students in media, I preach the need to learn constantly…

 

I for one have spent three decades in this industry and at the end of every day I realise I know so little. The burning desire to learn is probably the only fire one must play with!

 

While I do think your inherent desire to help him is noble, my humble advice would be to let things be. They only way a ‘I know it all’ will learn is by burning his fingers in the enveloping uncertainness of the future.

 

Sometimes, it’s best to let them the feel pain lest they hurt themselves further !

 

It is said that if a journalist switches to PR, he or she should get at least a 2x jump. Is this true?

Interesting concept!  Who did you said this?

 

Tough luck, buddy. There isn’t any norm such. In fact most often it’s the journalists who are quite fed up of their beat or existing pressures who look at other avenues, PR included.

 

This is not to say that PR doesn’t attract good journalistic talent but a really strong content professional looks for more gratification and noticeability and media becomes the obvious choice. I have for instance heard names of content professionals being bandied around the media circles and this obviously has to do with the kind of work that is done . Lots of good work but not always upfront when it comes to the end consumer.

 

Salaries are indeed higher in PR and Corporate communication etc but so are they in online and other forms of media. And this amazing formula you mention of 2x isn’t something that forms part of any rulebook! Am sure my friends who run PR companies will more than agree with me on this.

 

Every company has its own pressures and policies when it comes to hiring and salaries are fixed basis the candidate and the level at which they are coming on board. The only formula I am aware off is x+ and what the + can translate to is anybody’s guess !

 

So all the best with your job hunt! May you have x++ luck with this. Amen.

 

I got my increment last week, and find that it is far below my expectations. I want to quit, but I know I won’t get a new job easily. So should I just grin and bear it?

Believe me, I had a tough time sifting through the appraisal woe mails the past two weeks.. I was quite surprised considering there were fancy MNC predictions on robust increments across several sectors. Media stood at around 15-20% from what i recollect.

 

Well, obviously this didn’t translate into fatter wallets on ground! Pity. Anyway this season has gone by and there is no point in doing a post-mortem. As far as you are concerned, the bigger worry should be your lack of confidence in your capabilities!

 

Why are you resigning yourself into believing that there aren’t other jobs for you? While I honestly believe that the lack of a great increment one year doesn’t mean its the end of the road, I see no reason for your to despair like this.

 

Chin up my friend. No company you work for can give you great increments year on year since there are several factors that go into these decisions. Your own performance, your departments numbers, the company in general, investments to be made and so on. So it’s pretty much the same all over. One or two years you may see yourself get majorly rewarded but the next two years could just be COLA (cost of living adjustment !) that they handed out. This doesn’t necessarily translate to your performance being under question.

 

My honest advice would be to hang in there for another year ( provided of course  it’s work you are enjoying, nice colleagues, well performing company etc ) and review the scene then

 

And yes, if they still hand you lemons, add some Tequila (consumption of alcohol is seriously injurious to health, yours and others!), a dash of salt and say cheers before you walk out ….!

 

Last week, my boss banged my car in the parking. It’s going to cost me 7.5k. Now that’s not a small amount. My boss hasn’t offered to pay, and I am worried that if I ask him for the money, he will get even. And even not give me a good increment next year. Please advise. Thank you!

By the way, who is this Boss of yours!??

 

Well, what do I say?? This is where the wheat gets separated from the chaff.. Am sorry to say this (and I do hope your Boss is reading this !) but this is completely unacceptable and quite unbecoming of anyone leave alone a leader !

 

But you find them in all shapes and sizes so we have to learn to live with them and also take them head on when required. May I request you to take a deep breath and imagine yourself in a similar situation but this time the culprit isn’t your boss ….

 

Now, tell me what you would have done..! Why the special treatment? You gave nothing to lose my friend. If you are good at your work, then why the insecurity and concern about some increment a year later…?

 

I suggest you meet him and ask him politely as to which garage he would like your car to be sent to. You could mention that you have taken an estimate and it’s only a 7500 bill that is expected.

 

If this doesn’t work, do not despair and just repeat this act when there is someone in his room. Very matter of fact. “Boss, where did you say i should send my car for those repairs” Or would you prefer I get it done and give you the bill ?

 

Sounds harsh ? This is the world my friend. An eye for an eye!

 

All the best! And, yes, if you don’t succeed with this, let me know!!!

 

On that sharp note, it’s time for me to say goodbye to this week at Dear MxM. Do take good care of yourselves and keep the happiness flag flying high.

 

After all, life is about celebration no matter what the occasion!

 

Do keep writing in with your questions at editor@mxmindia.com where all you need to do is type ‘Dear MxM’ and your city in the subject line. It’s almost like magic ! We will respond with amazing precision Thursday after Thursday for …

 

Our raison d’être is making a difference. Dear MxM; Because we care.

 

Jaisurya Das, this maverick mediaevangelist eatssleeps and romances brands! His cerebral consulting interventions are geared to make your brands powerful and sustainable.  Incidentally he is also Contributing Editor of MxM India.  For more information on his work visit www.xanadu.co.in Incidentally, the views expressed in this column are his own.

 

By Jaisurya Das

 

Hey, it’s Dear MxM time again! Ladies and Gentleman, it gives me immense pleasure to welcome you to another exciting week.  For the academically inclined, this week’s introduction is devoted to a case in guerrilla marketing in my backyard!

 

Friday evening 8.30pm, returning from work, I pull into my garage. As is customary, I check my postbox and extract the mail. A slick, sealed envelope addressed to me. No spelling errors either.

 

I am quite used to my name mauled… Jayasurya and Jeyasuriya, J Suryadas and what have you! This time it was perfect and hence got my attention immediately…

 

I opened this cover later the same night, and discovered a well-written one-pager on what could become a hugely successful idea that can acquire and retain a mass audience in a jiffy.

 

It was a letter from a lesser known ISP (Internet Service Provider) who talked about how it has signed up with our building and will soon provide a free lifetime broadband connection for each of the 80 flats with no strings attached. Sounds shady doesn’t it?

 

As a token, it was also throwing in a 10GB data pack to each flat. All you need, is to connect a router and begin to use it. Post your 10GB you can log on and buy a pre-paid pack. Simple yet brilliant! They also go to say that this can be your spare line in case your existing one (the building is pretty much run by a large telecom company who has wired broadband) is slow or is down for some reason.

 

No mention of this being the best or that you can replace your existing one. All that it says is that this one’s from us and it’s available to you for life! Yes, lifetime infrastructure to every flat.

 

Let’s read between the line. Nothing shady at all. What have the ISP folks done?

 

They have worked out a formula with the society which is obviously happy with this additional service at no cost. They have also managed to ensure that they scale up their infrastructure with just the additional cost of cabling to flats…

 

Lifetime quite simply means that they retain these households permanently. No one in their senses will decline this since it’s free. Pay as you use. No obligations, no commitments.

 

If their 10MBPS line delivers as promised, they would have mopped up 80 apartments at one go! Something that the existing providers haven’t managed to do in years. And this is just one apartment block.

 

Superlative stuff! I would love to meet the marketing professional behind this seemingly simple concept and perhaps learn a few lessons on such veiled aggression.

 

Yet another example of how simplicity of thinking can produce the best results.

 

Be there no matter what. Someday, you will be integral to the customer! This is probably what is pinned on this marketing head’s board. Amen.

 

Well, it’s time to cut to our Q & A for the week with questions from Pune, Mumbai & Delhi.

 

Read on my friends..

 

Sir, why do you always ask for the questioner to name his or her city? While I have no problem in declaring I am from Pune, would it make a difference to you if I was in Patna or Panipat?

Ha ha! Now this is one question I wasn’t prepared for…

 

Ok, I guess I might as well spill the beans now! I ask for the city simply because it helps me decide the tone and content of my answer to your question.

 

For instance, if you were in Mumbai, the market environment would be quite different from what it is in Panipat or Patna as you mentioned. You can be rest assured that this information is sought only to be able to give you a more accurate response to your query.

 

Contrary to what you or anyone else may think, we are not in the stalking business 🙂  And yes, may I assure you that bereft of the city, you will still get your answer..  Provided of course your question merits it!

 

I sincerely hope I have been able to address your concern. And If I may have the liberty of asking you a question now….

 

If you had no problem in mentioning your city, then why didn’t you in the subject line? It’s not always a crime to follow instructions, is it?

 

Are there any online help platforms for psychiatric help? Also, if one wants some counselling, should one go to a neurologist or a psychiatrist? Please help

There are a few online portals for medical consultation as well basic counselling but this cannot help beyond a point. It is important to visit a good psychiatrist who will best diagnose the problem. A face-to-face interaction is critical for a psychiatrist since it’s not only about a dialogue but also about body language and other parameters.

 

Yes it’s important to ask around in order to get the right psychiatrist. Yes, all are qualified yet some prescribe drugs rampantly. It’s finally about judgment and hence its best that you take a few days to get all the possible feedback on the right person. This is important.

 

As for counseling, it’s normally done by clinical psychologists and your psychiatrist may refer you to one should he/ she deem necessary. Since you ask, Neurologists do see many patients with psychiatric disorders and often given them immediate medication but are not really into counselling. Once diagnosed, it’s important to be under the right medical care. There are several qualified, trained professionals across the country and they are well within reach.

 

Counselling is a specialised stream and there are several qualified people to handle this. Some couple this with other modern methods such as hypnotherapy etc.  Cognitive behavioural therapy, cognitive re-training etc may be required case-to-case.

 

For those of you who may be interested in detail, NIMHANS (National Institute of Mental Health and Neuroscience, Bangalore) is considered the ultimate authority on these subjects.

 

They conduct regular research studies to be able to zone in on issues involving various age cohorts. As is typical of a government facility, NIMHANS sees an ocean of patients from all over the country and yet, each one is given the attention that is required, albeit the long wait.

 

And yes, it’s as good as free. Selfless service in its true form.

 

Whatever may the problem, do not let it be. Grab it by the collar and address it! There is a cure in most cases and for the others control.

 

The other day I requested my office to serve staff ‘Nimbu Pani’ instead of tea. I was clearly told that if I want lemonade, I should get my own. Shouldn’t our media offices adapt with the times and stop serving only the regular tea and coffee to employees?

Wonderful summer cooler that is! Yes, I completely agree with you on this. This is yet another classic example of ‘form beating content’ ! It doesn’t even make business sense since ‘Nimbu Pani’ (fresh lime juice) is am sure cheaper than tea and coffee it were made inhouse.

 

On the one hand, you want to look after your staff well, and on the other you shy from adapting to what may be necessary, depending on a situation or the environment. This is the larger picture of this seemingly insignificant concern you have raised.

 

All the same, changing the world isn’t an option, hence it would probably be a good idea for all of you to get together and shun that tea and coffee. Get in your own coolers and let them cringe while they drink their tea in this blazing heat..

 

Quite simply do an ‘East India Company’ with the management..Boycott!

 

Yes, an ‘eye for an eye’ is sometimes the best option. And, yes,for the summer, hit those lovely packs of ‘Chhaas’ (spiced buttermilk),lime juice and jal jeera !

 

I find that my colleague has bad body odour. Not always, but often. I have even told my boss about it but she says that not much can be done. What would you advise is a good way to inform my colleague that she should take care of her BO

Hi, thanks for writing in to Dear MxM!

 

I do understand your concern and BO  Bromhidrosis, Osmidrosis /Ozochrotia) can be a really difficult condition to deal with. Interestingly more often than once, it’s linked to obesity, diabetes mellitus etc and intake of certain food categories. For the academically inclined, BO is caused by bacteria that thrives on our skin when they break down our sweat to acids.

 

Sweat by itself doesn’t have any odour and only once broken down, is it sensed by us,

And then the inimitable comparisons to pigs!! I mean, why not some other animal. Why does it always have to be a pig? Do pigs sweat?  Seriously, who has gone and checked all this rubbish ..!

 

This is a tricky situation and more so, when it’s a colleague you have to work with day in and day out. It may not be a bad idea to actually get a few articles on this and its prevention, management etc and read it while both of you are at work…

 

Casual remarks like ‘I wonder If I will get this considering this article says, eating such food can possibly cause BO’ and I am overweight too and so on.. I trust you get the drift.

 

In such situations, it’s important to be inclusive and seem part of the problem rather than fighting it. This can be the eyeopener as well as the remedy. Hopefully !

 

No one wants to live with BO and yet in over 80% of the cases the individual is completely unaware of its existence and hence aren’t to blame.

 

I wish you luck. Coming to think of it, both of you.

 

[Ends]!!! This week’s done the moment I see this familiar word in parenthesis.. My ‘Ed’ sends me this word each time he feels I am stretching an article far too much.. I of course, make his life difficult by ignoring this and everything else…. !

 

Yet I know, it’s time to say farewell to this 16th week of 2016..

 

I do hope you have enjoyed reading Dear MxM over the past few weeks.. Serious overtones, but matters of critical concern. We will not stop at counselling for work, careers, life and more.

 

For us this means, giving it our best to alleviate larger concerns like depression, anxiety and

burnout. Yes, we are candid,we do not mince words but when it comes to care…

 

It’s always from our heart. This is what Dear MxM is about. Being there through thick and thin. Thank you my friends for believing in us week after week. This means a lot.

 

Hopefully we are making a difference to your lives too.

 

Have a wonderful weekend and do write in with your questions to editor@mxmindia.com with

‘Dear MxM’ and your ‘City’ in the subject line.

 

Jaisurya Das, the maverick media-evangelist eats, sleeps and romances brands ! His cerebral consulting interventions are aimed at making brands powerful and sustainable.  Incidentally he is also Contributing Editor of MxM India.

 

For more information on his work, visit www.xanadu.co.in

 

The views expressed in this column are his own.

 

By Jaisurya Das

 

Ladies and Gentleman, Welcome back to a fresh edition of Dear MxM, India’s Only ‘Agony Uncle’ for our industry!

 

This week, I will briefly take you through a startling reality that is staring at us…

 

In another two decades, procreation of mankind will no longer require sexual intimacy!

 

Yes, this may sound absurd but more and more people across the world are looking at medico-tech interventions to make the process lab driven. People will actually be given an opportunity to screen the eggs before they are implanted. The complex (major congenital issues etc) ones screened out and so on. Holy hell! This sounds like a poultry farm doesn’t it?

 

On the one hand, all this is exciting and could mean a lot, consideringyou would probably have healthier babies with less risk of congenital abnormalities.. and yet on the other we are slowly turning to robots. Human life is known to be robotic with daily routines and the pressures of society, and to top that now, even sex will get relegated to timed precision. Get your stopwatches in place !!

 

May be it’s time we introspect and figure if this is what we actually want from life; Ours and the ones we give life to? What would all this mean to relationships? If procreation can be controlled in a lab, soon intimacy itself will be engineered with a special pair of remotes!

 

I wonder if it’s really the lack of time or our seemingly busy schedule that controls our lives to this extent? Honestly, all this may seem nice, easy and highly practical yet somewhere there is a huge void in this never-ending journey of scientific discovery…

 

I know not what the void isor will be, but I certainly know, it’s time to wake up and smell the coffee !!!

 

Procreation or otherwise, Questions have to be answered with clockwork precision.

 

Read on…

Readers from Mumbai, Kolkata, Goa and Kochi…

 

Sir, you had written once that you receive several questions and you pick only four every week. What is it that you look for in a question while selecting ?

Did I bump your question off some week?? May be I did, and hence you were prompted to ask me this today. To be honest, there is no fixed criteria in deciding which ones I take that week.

 

However, yes, I do try and pick up the ones that are incisive, interesting, topical or downright hilarious! Some weeks this is a simple exercise yet, there are sometimes when I am tearing my hair out trying to sift through really boring questions!

 

Contrary to what many of you probably know, this column is read by a huge cross-section of people across cities, genders, ago cohorts etc, and hence its important to keep the interest levels high. If it’s a smart question or a tricky one, you can be sure that it will appear the following week!

 

And, yes, simple as it seems, it’s quite a task answering the complex ones and yet remain diplomatic in the public eye 🙂

 

Having said that, keep it coming my friend! Thanks for writing in.

 

I just turned 25 and I think I am a loser as I see people like the founder of OYO Rooms and In Shorts doing so well at such a young age. Please help me!

Sure I am going to help you friend!!!! You need to wake up and smell the coffee, tea… whatever !!! This is probably the most ridiculous problem I have seen in the past year.

 

What gives you the impression that winning and succeeding  is all about business or a great startup ? Agreed, Ritesh Agarwal is a success and OYO is a houcsehold name today but that doesn’t make him the epitome of success. He’s worked hard for it and so have the founders of in shorts to get to where they are today.

 

How much of effort have you put in? You’re all of 25 and actually think your’e a loser! How in the world do you expect to be successful with an attitude such? Winning doesn’t come easy!

 

It takes huge effort, patience, understanding, respect for others and more importantly the die hard resilience of a winner.

 

You have to believe in yourself before you even get onto anything. How else will you make an impression on anyone irrespective of what brilliant idea you may have?

 

Get your house in order my friend, before resigning yourself to being a loser…

And if you don’t, don’t be surprised if you become a victim of depression and the like.

That is unfortunately natural progression when you harbour such negative thoughts about yourself.

 

So go ahead, moan and groan about what you don’t have in life but at your own peril!!

 

I rest my case. God bless you my friend. May the force be with you!!

 

I just finished a course in journalism, spent Rs 10 lakh over two years, but now I figure my real interest is in baking. What should I do?

Bake a cake obviously! No, am serious. If you are so keen about pursuing your passion for baking, then you must go for it.  Finally it’s about satisfaction of what you are doing, and that is what translates into great talent being exhibited.

 

Baking is today a very creative science and with the flurry of gourmet baking outlets in the country, this will only get more and more popular.

 

Gourmet cooking and baking has today grown beyond the metros to mini-metros and towns across the country. Am sure you are already good at this, and hence making a mark shouldn’t be difficult.

 

As for the journalism training you went through, my suggestion is to use your academic training to publicise your bakery through social media, blogs and the like!

 

Today, the online content industry is always looking for quality talent, and you could become a great food writer with your skills in that domain.

 

Hence, this may be the big break for you with such an effective combo !

 

Now this what we call ‘ Have the Cake and Eat it too ‘.

 

All the very best to you….. and yes, your inaugural bakes may kindly be sent to our office 🙂

 

A colleague has been shown the pink slip. More than the girl, her parents are upset and think her daughter is a loser. Please help.

Is there any way I can meet the parents or speak with them?? I would love to talk to them and try and make them understand their enormous folly!

 

This is really unfortunate for more than one reason. For a start, they should leave the young girl alone and not run her life! She has been working and is obviously wise enough to take care of herself.

 

Yes, I am a parent too, but am aware that I can’t interfere in my children’s lives more than what is required.Justwhen they are ready to take flight and soar in the sky, I dare not cripple them with my views on how life is to be led. I believe as parents we have given them character, maturity and the ability to decide on whats good for them. In this we trust. Amen.

 

This poor colleague will get seriously affected by this psychological warfare (!!) that her parents are unleashing on her. My suggestion would be to have her find a job and relocate away from her parents for a while. This would be in her best interest.

 

More proximity would mean losing her self confidence, andfor no fault of hers!

 

And yesas for the parents, they ought to be seeing a good counsellor who can make them differentiate between winning and losing in life! Hopefully they will figure that this isn’t about jobs or the lack of them.

 

Parenting is about believing in your own. Everything else will follow.

 

And here’s another week gone by! Thanks once again for being with us each week.

Seriously means a lot. Dear MxM is about you and will always be so!

 

Do take great care of yourselves, be good, and walk head high And, yes, if there is even the slightest doubt on anything that really matters to you, write in to us at editor@mxmindia.com

superscribing the subject line with ‘Dear MxM’ and your ‘City’.. We will take care of the rest!

 

Till next week then, here’s JD saying Sayonara!

 

Jaisurya Das, the maverick media-evangelist eats, sleeps and romances brands !

 

His cerebral consulting interventions are aimed at making brands powerful and sustainable.

Incidentally he is also Contributing Editor of MxM India. The views expressed in this column are his own.

 

 

By Jaisurya Das

 

I was pained to hear about Pratyusha the 24-year-old television actress who is reported to have taken her own life.

 

A life that had fame, admiration, pride, and thousands of fans who religiously believed in all that she advocated in her screen avatar.

 

Anandi, the epitome of resilience, affection and selfless devotion probably couldn’t come to terms with her own life. Tragic and truly agonising. All of 24 years and taken away by mental instability that went unrecognised or was it just a pure error in judgment that moment when time stood still?

 

Media, entertainment, advertising, glamour and fashion are industries that have become very volatile for its constituents rendering many victims of depression, anxiety, alcoholism and drug abuse. And for the unfortunate, some escape only in death.

 

I have spent time discussing these stress-related issues with many from each industry I have friends in –be it media, advertising, films, fashion etc in my hope that I would be able to reach out and help in whatever way I can.

 

I realised that the pressures of work and multi-tasking aren’t different from what we faced in the corporate world etc. Yet, there is a stark differentiator!

 

Personal lives are highly convoluted today and often due to self-created stress. Today, the younger generation (yes, the bulk of my readers) are far too involved in every single nuance of their personal life.

 

For instance, today’s world includes a camera following you around always. It’s almost like they walk through the day with a mirror facing them. They have to look good, have to appeal, must have a differentiator and above all must achieve everything that they believe is important.

 

And this could be as prosaic as getting the right dress or the right companion for that evening party… it may seem silly to us, but for this generation, this is about life and death. It’s about trailing behind. It’s about being known to be perfect. It’s about being a winner always… 24/7, 365 days a year!

 

They work like the proverbial horse often till the midnight hour. There is no rest post that either as their personal life starts only then. Lack of sleep, dark circles (more make up!) form part of their daily routine. There is little time to cater to anything as basic as food, water or even intelligent conversation.

 

Reading of course is a forgotten art. Who needs to, You have everything on your smartphone after all! However, despite all this, a huge void forms, that gets larger by the day. They know not what creates this void since they are too immersed in their pursuit of artificial happiness. The happiness that fluff gives. The happiness that comes laced with the finest chocolates and roses like there’s no tomorrow. Living is today about demonstration and nothing else.

 

Unfortunately, this void grows much like a hole when the earth is removed. And soon enough they trip and fall into this huge black hole… Symptoms are always there, yet ignored.

• Insomnia
• Loss of Appetite
• Lying in bed longer than usual.
• Difficulty in performing routine tasks
• Indifference to vanity
• Loss of libido
• Lack of confidence, fear of facing people
• Restlessness, anxiety

 

Well, if you do exhibit one or more of these symptoms you may be unwell and require treatment. Yes, ladies and gentleman, depression is just another illness much like a viral infection. Needs medical intervention which can get you back on your feet… 100% cured.

 

No taboo, exceedingly common and can be treated effectively but shouldn’t be ignored. Letting it be is extremely dangerous. It’s just a chemical imbalance in the brain that requires the apt medication to set it right.

 

No, there is no research in all these decades that can pinpoint what causes depression but yes, we do know what it can do, if unattended.

 

It’s time the generation today introspects to arrive at what they actually want.. No, none of us can be perfect in every sense. No, it doesn’t matter if you didn’t look good in that photograph. No, it doesn’t matter if your friend fought with his/ her companion. No, it doesn’t matter if your colleague didn’t compliment you today. No, it doesn’t matter if your boss scolded you in front of two others.

 

What matters finally is your happiness and inner peace. Look within. Do not expect anything from the world around you, What comes is a bonus!

 

And for god’s sake don’t drown in your woes. Every little thing in your life needn’t be dramatised.

 

It’s fine to feel low, to have a headache etc. Don’t make it sound like the end of the world. Remember the universe returns all that you transmit to it. So the more time you spend on self-pity and expression of agony, the more you will get back.

 

Sit down and list all the things are the working well in your life. Count your blessings!

 

There’s so much good in your life. Why are we forgetting all of this? What makes us ignore the good?

 

The answer is simple; It’s us!

 

We love sympathy and yet we forget that beyond a point, No one wants to be around someone who’s constantly complaining on how bad his/ her life is. Safer to stay away since this can be contagious.

 

Go on like this and soon enough you may find yourself in a fortress with huge brick walls around you. Brick by brick we lay it thick. No one can impregnate this!

 

Unfortunately you forget that you can’t get out either. Another brick in the wall!!!

 

Yes, for someone who identifies with what I have said, this may seem like ramble and easier said than done. No, I say this with vehemence today!! I have seen the black hole and it took me long to jump out simply because I couldn’t reason with it. But I did, and today I try hard, very hard to be able to share some wisdom on this illness called depression.

 

Give yourself room, breathe, don’t take on too much. Believe me, life is about living and not competing day after day.

 

Be well, be happy, You won’t regret it.

 

Jaisurya Das, the maverick media evangelist eats, sleeps and romances brands!His cerebral consulting interventions are aimed at making brands powerful and sustainable.

He is also Contributing Editor of MxM India. 

By Jaisurya Das

 

Good day, Ladies and Gentleman, and a very warm welcome to your favourite distraction; Dear MxM now in its second season live on your screen!

 

I couldn’t but notice the huge impact PAL is making in the FMCG (Fast Moving Consumer Goods) market. Patanjali Ayurved Limited is indeed Baba Ramdev’s baby. From being a self-styled yoga guru he has grown into a huge phenomenon today with his herbal products and formulations. Yet, whoever would have thought he would give sleepless nights to FMCG giants in the country!

 

This is precisely what is happening though. Not many of you may know that Patanjali is today a Rs 2000 crore FMCG empire built in lightning speed with stealth like progress. Market estimates predict PAL growing to Rs 20,000 crore in less than five years. Now this is enormous and quite something, considering that this is a homegrown brand. Indian enough to sell atta and western enough to market noodles, these guys have it all!

 

What is even more interesting, is that they have used ‘penetration pricing’ (lower priced than segment ) and yet ensured top quality. I spoke with a few of their regular customers and all were more than happy with the products they bought and had decided on repeat purchase.

Whether it was the honey, the toothpaste, dishwash bar, or the noodles for that matter.

Today, all of them are busy trying out PAL’s other products.

 

Repeat purchase in itself indicates that the ‘low priced = bad quality’ mindset that most of us have is all but a mindset ! The brand which was the pioneer of invitation pricing (media) is Economic Times who in fact gave their best offering at their lowest cover price for the week.

The rest is history….

 

Yet, I wonder what makes them tick? Is it about Baba Ramdev? Or the purity and good health he stands for? But, if it’s good health, why do their detergents and soaps sell like hot cakes too?

 

I wouldn’t be surprised if this is going to herald a revolution of sorts with every single icon of Ayurveda and yoga launching their own range of products across segments.

 

With ‘Sri Ayurveda’ (Sri Sri Ravishankar) and ‘Isha Arogya’ (Sadhguru) consumers are going to have a fiesta of sorts and will quite simply drown in herbs. Jokes apart, will someone tell me what soap I should buy the next time I visit the supermarket ?

 

No. This isn’t a PR piece for PAL or anyone else. We say what must be said, no matter if it’s about detergent or a fancy new soap as long as its making an impact on our lives.

 

One lesson we can learn from all this is, that no matter what, if you set your mind to it, you can make it happen! If Baba Ramdev can spearhead what is today the fifth=largest FMCG company in India ahead of Emami and the likes, anything is possible.

 

Make it simple, add true value, and position it at the right price point while aiming it ‘on the face’ of the apt audience and I can bet you, you’ll have a winner!! Quite simply neural understanding of what the audience needs today…..

 

So herbal is the catchword as we move on to our Q & A for the week. Direct questions, straight answers only in Dear MxM, week after week ! Thank you for staying with us….

 

Questions this week from the cities of Mumbai, Delhi and Pune.

 

I have been reading about the CEO of a global ad agency having to quit because of a sexual harassment case. I have heard of cases in India too, but organisations do not have the mandatory committees to keep a check. While there may be legal provisions, what according to you is a practical solution to the problem… with specific reference to what can you do if you find an executive being harassed just because of her gender?

Good question indeed! Let me at first clarify that, contrary to what you may be aware, several organisations have committees for sexual harassment. There is a panel that is put in place which has representatives at various levels including lady representatives.

 

The very reason that we don’t have hundreds of these incidents happening in our country points to the efficiency of these panels. They are obviously able to monitor and redress situations well before they get troublesome.

 

Having said this, yes, there are several incidents that go unreported too. Having handled large teams during my stints with the corporate world, I can quite emphatically say that a lot of these situations happen because of insufficient communication between leaders and their teams.

 

The more you connect, the more you move around and the better informed you are! In simple terms, you can see trouble brewing and minor intervention in the initial stages can settle it once for all. The problem gets tough to handle when we let it be and pass it off as innocent friendliness. The dividing line between bonhomie and sexual harassment is thin and often misinterpreted. Ask a woman and she will sense the difference a mile off!

 

It may sound unusual, but my personal suggestion to all leaders is to view these incidents from the eye of a woman. You’ll probably figure what’s bonhomie and what’s not….

 

I know there are cases the other way around too. Nasty allegations for personal vendetta.  I know men who have been at the receiving end of flak and legal cases for no fault of theirs’. This is where good leaders who know their people personally can make a difference. Spend time, befriend and am sure you’ll read through their character soon enough, be it a male or a female colleague.

 

And yes, since you ask, I would meet both the sides in such a situation and decipher through a series of questions as to who is speaking the truth and whether what happened actually tantamounts to sexual harassment. I may not be the best judge but try I will!

 

Thanks for your article on appraisals. I showed it to my boss who said that it doesn’t seem to work for him because he’s snowed in with over 30 appraisals and the need to do it with regular work. Impractical, he said. Please help!

Thanks for writing in! At this point I can only sympathise with you more than anything else…

 

Each to his own! I must confess that what I wrote isn’t gospel truth and hence could seem impractical for many…However, what I fail to understand is why 35 appraisals are bogging him down so much! Unless of course he doesn’t like to be told what to do…?

He’s the boss after all !

 

Showing it to him may not have been a great idea. Maybe an email saying “ Here is something I thought you would be interested in” may have been the better way 🙂

You can still try it . Only two possible outcomes in such a case:

1. He gives you a terrible appraisal and proves that he is the boss.

2. He reads it and actually finds the time to implement some of those points in his methodology of conducting this appraisal.

 

Hence, proceed but at your own peril

 

I have just got selected by a leading media company at what I thought was an excellent salary. But I have now learned that entry-level employees from premier institutes are paid twice my salary. Why this discrimination

Congratulations on your new assignment!

 

If I may, here’s a piece of advice for you. Don’t ever bother about wasting your time on checking the salaries and perquisites of colleagues. This isn’t what your career needs. Focus on the new role, the new challenges and the success that lies in store.

 

As long as you are happy with your package, how does it matter if someone is getting a higher salary? The grass is always greener on the other side, isn’t it ?

 

However, for the record, entry level scales for premier management and media institutes are indeed high but I don’t imagine they will be twice the normal. Please note that this is done to attract the best talent into the organisation. It’s important to understand that these young graduates and postgraduates come with 2-3 years of solid grounding from both academic and practical perspectives.

 

This doesn’t necessarily mean that you will be given a raw deal. It’s just going to make competition tougher for everyone and that’s the beauty of it. So you have someone like you who comes with experience versus someone who’s come with academic training and both are competing to climb the same corporate ladder…

 

This is the time to exchange notes, work together as a team and move on. If you have craft,

there is only one way to go and that is UP ! All the best, my friend !

 

I have two bosses. But only one of them is my administrative boss. And he’s a tyrant and wants to get even with me because on all other things regarding work, I am reporting to the other boss. What should I do?

Jeez! Now this is a tough one! I don’t envy you my friend. I have had this unique honour of having to deal with three bosses at one go! Also the classic one – a tyrant!

 

Nevertheless, it’s important to be able to handle this kind of unique pressure, since in this case it’s all about egos. You get clearance from one and the other is upset! So, it’s important to keep the administrative one also informed. I repeat, informed and not consulted. If it’s a matter of ego, it may not be a bad idea to compliment the tough one on his lightning speed in decision-making etc.. Always strikes a good note. Different matter that you may not agree with it 🙂

To be honest neither do I!!!!

 

And, yes, the boss your’e reporting to is not likely to be ruffled by all this, since he’s got enough on his plate. So smile your way up with great work!

 

Well, if it gets too much for you, there is always ‘entrepreneurship’ or another job where your craft will be valued.  Ask me, I took the plunge over a decade ago. Never regretted.

 

All good wishes to you. Stay a diplomat as long as you’re there, and run an ‘Agony Uncle’ column once you’re out!!! Amen.

 

Now that we are done with the column, may I take this opportunity to wish you all a mindblowing New Financial Year!!!  May all your goals and objectives be met with ease…

 

As always, we are wth you, no matter what…for this is the reason for our existence on these pages.  Dear MxM is here to make a positive difference no matter how insignificant it may seem….

 

Yes, we will be back with our trademark ‘Rolex’ precision, next week, same day and same space ! Till then, here’s JD and ‘Dear MxM’ saying Au Revoir…

 

Be good, be well, and keep mailing those Questions to editor@mxmindia.com Please don’t forget to add ‘Dear MxM’ and ‘your city’ in the subject line.

 

Jaisurya Das, the maverick media-evangelist. eats,sleeps and romances brands! His cerebral consulting interventions are aimed at making brands powerful and sustainable. Incidentally, he is also Contributing Editor of MxMIndia.

 

The views expressed in this column are his own.

 

By Jaisurya Das

 

Last week I introduced sensory perception and its interesting connect with brands. I am most thrilled by the huge response. Thank you!

 

I have received mails, messages, calls etc from people all over our country and a few outside India as well.

 

Interestingly most of them listed the various scents that they have encountered and how they helped bring them closer to the brand or service. At the risk of sounding repetitive, I must list a few of these interesting examples of how people connect to people, brands and varied environments.

 

A very dear friend called to tell me how an open bottle of concentrated phenyl reminded him so much of the hospital that he spent time in nursing his father. I know this isn’t the greatest of memories but the fact is that almost instantly, he connected to that very hospital. Not hospitals in general.

 

This morning I had a young lad who is an aspiring journalist, tell me that the aroma of an army canteen was so unique. Apparently it smelt like a collage of soap, shampoo, detergent and lots more. This is a memory that he cant forget easy. The son of a Major, the visits to the canteen were quite often, be it for groceries or a new pair of shoes. I am almost certain, he will recall most of the brands on the shelves that contributed to this heady aroma.

 

The aroma of eggs on the pan for instance, instantly reminds me of my bachelor days in Chennai where every dinner meant going to a neighbourhood push-cart to eat hot dosas and omelettes! No brand, nothing. Just a familiar roadside eatery that can get your taste buds doing a triple summersault. But, yes, I do connect those days, my friends, our bikes and living alone. And to think, all I did was make myself some fried eggs this morning !

 

Am not too sure how many of you have experienced the unique clove cigarette Gudang Garam from Malaysia. Been there for decades I would imagine. Smells a bit like fresh marijuana with all the sweet and spicy scents mixed in one. No, don’t smoke. You can experience this aroma even if you are in the vicinity of a Garam smoker.  Oil-stained smokes that are as dangerous as any other, and yet once lit you’ll recognise it from a mile off. Guiding Garam or Garam as they call it.

 

So, as is evident, there are thousands of such brands and services that are remembered for their aroma. Instant recall and yet not positioned such. Much can be done, be it a new brand or a much flogged one. And yes, the sense of smell is only one example of how we react. Don’t forget the human body is equipped with other senses as well !

 

Marketers underestimate the power of the senses. People tend to stay far away from the brain, and its prowess to understand the tiniest of signals.

 

My fellow marketers, if you have the time and inclination, start deciphering the brain.. and if you don’t, call an expert!

 

Well, currently it’s time for the ‘ Agony Uncle ‘ to step in as the expert!!!

 

Ladies and Gentlemen here are our questions for the week all the way from Coimbatore, Delhi and Mumbai. Ya ya, Uncle has answered them as well!

 

Read on my friends….

 

I joined this large newspaper in the ad sales team. My boss has told me that I can’t play Holi because the colour shows the following day and I can’t be making sales call. But in my community, Holi is the biggest festival. I am even ready to quit because of this, or take a week’s leave for the colour to go. How can organisations impose such bizarre rules. Please advise.

Hold your horses, my friend! Your boss is right and he’s just following the typical corporate code of conduct. No organisation will want its front-end ambassadors meet with clients with residual dyes and colours all over. This isn’t an accepted practice.

 

I completely understand your sentiment on the festival of Holi and you can still enjoy it provided you use organic/ natural colours. They are complete water soluble, safe on the skin and will give you more than enough fun too! Don’t forget the tradition of Holi began many many years ago, and long before chemical dyes and paints were used.

 

All colours that were used were vegetable- and plant-based natural dyes which were completely safe. Thank god, these organic colours have made a comeback. I would however urge you to ensure good quality ones since I understand all dyes packed nowadays for Holi carry labels saying ‘Organic’.

 

So, go ahead and have a colourful Holi and be organically squeaky clean for work next morning !!

 

PS Don’t overdo the ‘Thandai’! We do not want to lose our way to office, do we?

 

Why is it that language publications aren’t able to attract as much revenue for their ads as the English language publications do? This is even when the circulation numbers of a language publication may be more than that of an English language daily?

Contrary to what you may think, language publications do earn large advertising revenues especially from the key markets. In fact there are several markets in the country where language publications earn significantly more than English. Kerala is a typical example of this.

 

However, you do find the reverse too and this is primarily because English publications have higher advertising rates. Superior marketing teams, more pages, more supplements, more colour and more premium slots contribute to high revenues for the English leaders.

 

English publications tend to revise advertising rates also faster. Its also a perception based situation where English commands higher rates. No, this isn’t about content, its about strong branding, powerful marketing teams and an assertive mentality. Considering that the lions share of the English daily market is owned by one leading media group, we are bound to see dynamic rates and high revenue flow.

 

I don’t think this equation will change in a hurry either, though growth is seen majorly in regional markets. English is premium in the mind of the consumer and the advertiser. He wants to be seen there irrespective of what it will cost him.

 

This is the magic of great marketing !

 

Do media organisations compromise their editorial integrity when they organise events and awards especially? And have to invite bigwigs, and thereby take favours?

Hi! Thanks for writing in to us at Dear MxM.  The T20 fever seems to be raging.. From ‘Googlies’ in the past, I now have to deal with Bodyline ‘Beamers’ too!

 

Good question my friend. I wish I could duck for cover but that isn’t our raison d’être at Dear MxM, and it never will be..

 

Having said that, let me reiterate that editorial integrity can’t be questioned purely basis the fact that events and awards are conducted by the same group.

 

Yes, celebrities, industrialists, politicians, bureaucrats, defence services etc all make the tightly guarded invitee list and this list is really never ending. I know the kind of pressure faced on passes

when you conduct large events and hence am not sure who’s favouring whom !

 

But, yes, all business relationships do have a little give and take,  Networking is what it’s called, isn’t it ? You scratch my back and I scratch yours. No harm done really provided it stays within limits.

 

Editorial integrity as you mention cant be attributed only to the media house as this has a lot to do with the individuals involved. Integrity and sanctity must be maintained, but at all levels.

 

For instance, a senior journalist attending a high profile cocktail party or travelling to Greece, or Morocco or some other exciting destination all paid for, can be deemed to be doing his/her job and yet can raise eyebrows !!

 

Hence in my opinion, a favour is a cause for concern only if its going to dilute the brand or the breed of journalism it is known for. Beyond this, it is purely a business relationship be it passes for an event or a jaunt to promote tourism !!

 

 

Can a company ownership which doesn’t like/consume non-vegetarian food impose that none of the employees can have non-veg on campus? Is it legally tenable?

 

I am afraid, the answer is yes! All employees adhere to a code of conduct as per company policy and duly sign a copy of the documentation of the same. This could be included in your appointment letter or as a separate annexure.  This document is tenable in court and is considered valid proof of a contactual obligation between you and the employer.

 

Hence company policy can mean several things, ranging from a dress code to decorum and more. In this case, choice of food as well !

 

I would have however imagined, that discerning candidates do some amount of research before they decide to join a particular organisation but I guess I was wrong….

 

There are two options before you now :

 

1. Dump the job and join a good streak house.

 

2. Gorge on salads,good dal (lentils), nice sabji (vegetables dry sautéed) a few onion pieces, some pickles accompanied by some home made chapatis/ phulkas/ rotis (whole wheat bread) and focus on the work that you’re paid for.

 

I rest my case. God bless.

 

On that note it’s time to say Sayonara… Have a multi-coloured Holi with much organic fun!

May the hues of this age-old festival make your life super colourful and full of joy…

 

One long weekend this is, so take good of yourselves, unwind, relax those muscles and let your feet soak in a hot tub. You deserve it.

 

And yes, we will be back with the our characteristic (!) punctuality; The same space, same day, smashing questions and smashed answers @ Dear Mxm !

 

It’s fine, you can inbox us even on holidays at editor@mxmindia.com with ‘Dear Mxm’ and your city in the subject line.

 

Jaisurya Das, the maverick media-evangelist eats,sleeps and romances brands..

His cerebral consulting interventions are aimed at making brands powerful and sustainable.

He is also Contributing Editor of MxM India. 

 

The views expressed in this column are his own