5 Books that changed my life

Books have the amazing ability to guide you, comfort you, open up your heart and mind, and transport you to another place. Sometimes, they take you on a journey and leave you forever changed. Here are the 5 books that completely transformed me:

1. Atomic Habits by James Clear

This book talks about how tiny habits can add up to a monumental life, and how success is the sum of your positive habits. Before this book, I was all about lofty goals and new year resolutions. After reading this book, I became more focused on acquiring positive habits and letting go of negative ones. Instead of grand gestures and giant leaps, I learnt to focus on steady baby steps taken consistently. While I still set goals, my way of achieving them is now through tiny habits. It is through these small habits, I have been able to reclaim the joy of reading, despite two kids, a busy household and a demanding career. I have been able to overcome and prevent debilitating neck and shoulder pain. I have learnt to practice daily gratitude which helps me feel happier. These are just a few among many other habits that have positively contributed to my life. Now I always remember - "If you can get 1% better each day for one year, you’ll end up 37 times better by the time you’re done."

2.       The One Thing by Gary Keller

This book taught me the value of focus. Before this book, I used to take pride in my ability to multi-task. However, this book made me realize that your brain can’t really do two things at a time. It merely switches between the tasks, causing you to pay a switching cost, which actually leads to cognitive impairment. In simple words, multi-tasking makes you less smart! In this complex and hyper-distracted world, it is important to be mindful about who and what you give your time, attention, and energy to. Now, I make focus a priority and I sometimes actually manage to resist scratching the itch to do something else while I am already doing something. While I haven’t yet learnt the art of singular focus, I have learnt to be vigilant of constant attention switching and distraction. So, if you are tempted to do too many things at a time, remember - “If you chase two rabbits, you will not catch either one.”

3.       Deep work by Cal Newport

This book completely upended the way I thought about productive work. Before this book, I was all about efficiency and getting 20 things done from my to-do list. I used to respond to emails in the shortest possible time, always keeping my inbox current. This book brought home the fact that anything meaningful or worthwhile will require you to be in a distraction-free environment, deeply focused on one subject. The work that comes out of deep work will be the most valuable work that you would produce. While I can hardly claim to be doing deep work all the time, yet I have become more aware of my time spent doing busy shallow work, and I have learnt to create some pockets of deep work. I have reaped rewards in terms of being able to create original work in my domain and finding deep satisfaction, during periods of deep work. As Cal Newport wrote – “Human beings, it seems, are at their best when immersed deeply in something challenging.”

4.       5 Love Languages by Gary Chapman

As the famous 85 year-long Harvard study shows, relationships are the single most important factor in your happiness and longevity. I have always valued relationships, yet this book showed me that in some ways, I had been approaching relationships all wrong. Before this book, my mantra was – “Treat others the way you wish to be treated”. After this book, it changed to – “Treat others the way THEY wish to be treated”. This book talks about different love languages or ways in which people perceive being loved or cared for. Often people express love in their love language instead of the language of the other person with whom they are communicating, creating a gap. This book hit home the fact that key to better relationships is knowing what the other person values and expressing yourself in that person’s language. This book has dramatically altered my communication with my spouse, and helped me understand my very-different-from-each-other children. This book has taught me to approach relationships not just from my own point of view, but also from the point of view of the other person. Has it been worthwhile? Indeed - “Nothing has more potential for strengthening one’s sense of well-being than effectively loving and being loved.”

5.       Peaceful Parent, Happy kids by Laura Markham

If you are a parent, you will agree that while parenting might be the single most rewarding and meaningful thing in your life, it is possibly also the most confusing and challenging one. I hit my rock bottom as a parent during Covid when I found myself stressed, frustrated and screaming at my kids all day long. I felt that my kids had been replaced by screen zombies, who wouldn’t listen to anything I said. While I recognized that things were hard for them as well as me, yet I couldn’t figure out how to break out of the cycle. So, I turned to this book, which taught me the importance of remaining calm, and focusing building and nurturing connection with my children instead of trying to “fix” them. Taking the learning “Parenting isn’t about what our child does, but about how we respond” to heart, I focused on my managing my own behaviour. Fast forward 3 years, while I still don’t have a good solution for managing my kids’ screen time, I see some positive changes in my children. I have more patience, acceptance and better connection with my children. My children refer to me as the before and after version, and they unequivocally prefer the after version. My spouse on the other hand remains skeptical of my still-new gentle parenting approach. Do I feel better and more peaceful as a parent? A resounding yes! Will my kids turn out better with this approach? Well, the jury is still out!

So, that’s my story of biblio-powered metamorphosis. I invite you to go on your own journey of discovery and transformation with these books or any others that catch your attention, invite you or challenge you to think differently. For who knows, they might hold the key to change you for better, forever…

(Article originally published at: https://www.linkedin.com/pulse/5-books-changed-my-life-neha-verma )

Long Distance Love (Poem)

Sun rises, sun sets, time ticks on,
Your absence felt, every day like a thorn
No holding hands, no long walks
No teasing, no banter, no sweet talks 

Chats, emojis and virtual hugs,
WiFi signals sometimes as slow as slugs
Exchanging pictures, talking on calls,
Navigating through the digital walls.

Late-night call, early morning text,
Living each day, waiting for what's next
Planning our trips, counting the days
Coping with this, in our own little ways

You're out there on your own, 
While I am in a kids only zone,
Always looking forward to our together time,
Savouring it like an expensive wine. 

Miles apart, but the heart knows,
In a world of chaos, our love still grows.
Though screens may separate day to day,
My love for you is here to stay.

A Little Boy (Poem)

A little boy died
So did his dad
Gone...just like that
Ripping apart a family
Leaving behind
A woman who lost
Her husband and son
A boy who lost
His father and brother
Their lives shattered
Like fragments of glass
Tiny pieces to pick
For the rest of their lives
Inflicting wounds so deep
No words can describe

His friends in his class
Asked questions and cried
Still too young to
Understand and process
The harsh realities of life
The parents of those kids
Shocked and saddened
Their own hearts broken
At this tragedy and loss
For the boy and his family
For their own children
Who lost a friend
Who was lively and fun
Whose birthday was
Just around the corner
They can't protect their children
From the grief and pain
Their worst fears staring
At them in their face

The 'why' doesn't exist
There is no explanation
No rhyme, no reason
Only acceptance
That life can change
In the blink of an eye
Reminding us all that
Life is a precious gift
Cherish it, live it
Tell your loved ones
How much joy and meaning
They bring to your life
Be with them
Seize the day
Because tomorrow
Is never guaranteed
Think of the little boy
His tomorrow taken away
Much too soon...

What skating can teach us about our first job

Earlier this year, I took my daughter to skating classes in the evenings. As I sat on the grass, keeping a watchful eye on my daughter, I thought about how skating is a lot like our first job. Observing those children day after day, I came upon this advice that I would have liked to give my younger self when I was just starting my career:

1)      When you start, expect it to be really hard

When I saw the new kids at the skating class, I noticed that they really struggled just to stand on their two feet. They needed a lot of help for any kind of movement. But they graduated from standing, to barely walking, to somewhat skating, to seamlessly gliding. The learning curve is quite steep, and that’s what we need to be mentally prepared for when we start our first job. It is a lot of mental work! When I started my career as a developer, I felt extremely underprepared for the job, despite years of professional college and internships. The work was intense, and I needed help every step of the way. The whole experience seemed to stretch me beyond my limits. But looking at the skaters and my own journey, I know that no matter how difficult it is initially, one day, it would feel natural and almost effortless.  

You will fall a lot, but you will learn

In the early days, the new children would spend a lot of time sprawled on the floor. When you start skating, falling is inevitable. But getting back up and trying again is key. I remember that during my first project, our first build and deployment failed because my module had unresolved errors. I was embarrassed beyond words and disappointed in myself. It was painful to see that because of me, the whole team had to spend 2 additional hours during deployment. It reminded me that just like skating, when you fall, sometimes you take others down with you. But I also learnt that no matter how hard you fall, you have to pick yourself up and start skating again.

 Performance may feel like a race, but it doesn’t have to

In every skating class, after the drills, there would be a race. Just like any race, some kids were in the front, some in the middle and some at the end. This is how performance evaluation may feel like at work. But what one should remember is that it’s not your position that matters as much. It is your desire to be doing what you love doing and working towards getting better every day, that matters. I was lucky to learn this early on. After believing through high school and undergrad that all I ever want to do is code, barely 6 months into the actual job as a developer, I realized that I was average at best. More importantly, I realized that I didn’t have the desire to put in the effort to go from average to the best. Instead, I discovered my interest in the business side of technology and moved on to do an MBA and switched to business consulting. As I progressed in my career, I learnt that the goal is not the finish line but to be better than your earlier self and to find meaning and joy in what you do. When you do that, everything else takes care of itself.

 Don’t just flock with the birds of your own feather

During the breaks in the skating class, the children would form smaller groups with those similar to them. The shy kids, the extroverts, the ultra-competitive ones and so on. Unintentionally, we do just the same at work. When I started out, my group comprised only of other campus hires like me. It wasn’t until I went to an international B-school, I learnt the value of working with a diverse group of people. Looking back, I realize that while it is natural to gravitate towards people who are like us, we should actively seek out and work with those who are very different from us. In fact, if given a choice, we must choose a more diverse workplace. There is enough research to show that diverse companies are more successful, and so are inclusive leaders. So, if you are starting out, you should make an effort to know and work with those different from you. Because the sooner you start, the better off you are.

Finally, the most important takeaway for me from skating is - to be a sport, as you start and go through your journey. Collaborate, celebrate success of others, enjoy your work and focus on getting better every day. Starting your first job is stressful and exciting in equal parts. It is also the opportunity of a lifetime. If you are just starting out, I hope that you learn some necessary although painful lessons, just as you are supposed to. But I also hope that you go in with a clear intent to learn and get the most out of your first experience.  Always remember what skaters say – “I may lose my balance, but I will never lose my determination”.

 (Article originally published at: https://www2.deloitte.com/ui/en/blog/life-deloitte-blog/2022/what-skating-can-teach-us-about-first-job.html )

May your love (poem)

May your love have sparks like fireworks
But may it also glow like embers
That keep you warm in the harshest winter

May you always be by each other’s side
Though the ups and downs of this wonderful ride
But may you also give each other space
Knowing when to let go and when to let the other be

May you read each other like an open book
But may you also sometimes be swept off your feet
By occasional tricks up other’s the sleeve

May you be the wind beneath each other’s wings
And help each other soar up high
But may you also be each other’s rock
To keep the other anchored during stormy seas

May you admire the other’s positive traits
But I hope you also enjoy each other’s quirks

May you never try to change each other
But inspire each other to be better every day

May you grow old together with abundance of love
So that when you look back, you may feel
That life was meaningful and worthwhile just because
You had this special someone sharing it with you…

An Ode to my Mentor

It all started when I got a call from the Deloitte recruitment team asking me to come for an interview at the Bangalore office. It was at a short notice, and I didn’t know who I would be meeting, other than it was a Director. I had no idea what to expect from the conversation. At the office, I met this simple yet vibrant woman, and in a few minutes of talking to her, I was charmed. It was far from an interview. I felt like I as meeting an old friend and the conversation just flowed. I went back from that interview feeling energized, inspired and nervous (I wasn’t sure if I would get through, because we never talked about work) After a few days of suspense, I got the offer, and in a few weeks, I was “Deloitted”.

The Director I met that day was Vidhya Visweswarababu - a veteran at the firm who had risen through the ranks and had recently taken up the Offering Portfolio Leader (OPL) role for Customer & Marketing (Deloitte Digital). She was the first woman leader to take up an OPL role in India. I did not realize what a bigshot she was until I was a few months old in the firm. Vidhya’s humility blew me away. Regardless of her huge title and role, Vidhya was always an inspirational and approachable leader, who I could look up to and reach out to for advice. Although we were at different locations, I kept in touch with Vidhya, updating on what I was up to and seeking her inputs on whatever I did. I always found comfort and encouragement in her words. I remember excitedly sharing my English communication test result with her when I got the Mastery level across the board. I sent Vidhya a note saying that I was too excited, and that it might be silly, but I wanted to share it with her. Vidhya promptly responded back saying she was happy to see my score and was glad that I shared it with her.

Despite her hectic schedule, Vidhya always made time for me whenever I asked for it. It meant a lot to me. Whenever I felt lost or confused in this large firm, she would always say or do something that would help me feel anchored again. Whenever I got an opportunity to see Vidhya in action as a practice leader, I would always observe her and take notes on how she would clearly lay out the priorities, call out things that needed to change, and find a way to connect with the audience.

During my association with Vidhya over the last 5 years, I have learnt many things from her – some consciously, some unconsciously. Here are my top 5 learnings from Vidhya:

Culture of courage

I have seen Vidhya always encouraging people across levels to speak up, to voice their opinion and take a stand if something isn’t right. While I personally haven’t had a challenge being the person in the room who would ask the question that everyone had on their mind but no one would ask, yet Vidhya’s constant push on building a culture of courage gave me the license to openly encourage my team members to be bold and vocal. With a leader like Vidhya behind me, I have gone all out to build teams where people feel comfortable being themselves and speaking up. I realized that it not only creates stronger teams but also helps run projects more smoothly.

Feeling empowered

“What do you need in order to feel empowered to do what you think should be done?” During my first year, Vidhya often asked me this question, when I expressed frustration or helplessness about things that I wasn’t able to navigate. Over time, I realized I have made “empowerment” a core value, both for myself and for my teams. I have learnt to challenge assumptions like “There is nothing I can do about this” and I am constantly trying to find ways to make my team members feel like they are the ones in control, and that they can change things that aren’t right. This simple concept has made work more meaningful for me, and I hope for others too.

Leading with empathy

Vidhya is one of the most empathetic leaders I have ever worked with, and it has profoundly shaped the way I lead as well. Observing Vidhya, I have learnt that leading with empathy requires you to drop your own agenda, put yourself in someone else’s shoes, and then guide them on a path that you believe is the right one for them. Leading with empathy doesn’t mean you are “soft” or that you “compromise” on fundamentals. It just means that you treat people as people before anything else. You accept their differences, their emotions, their ideas, without having to agree with all of them. Empathy arguably is the most important leadership skill, and thanks to Vidhya, several of us may have become better at it over the years.  

Tackling challenges head on

If there is one camp that believes in “letting sleeping tigers lie”, Vidhya is certainly in the one that believes in “taking the bull by its horns”. I have never seen Vidhya shy away from a challenge or a difficult conversation. I vividly remember when Covid situation was just starting to unfold and there was extreme uncertainty about work, Vidhya set up this call simply titled “Coronavirus updates”. With the widespread anxiety around the situation, the call received such unprecedented high participation that for the first time we maxed out on Zoom attendee count! In fact, Vidhya even joked that we should use the same subject line for all our meeting invites going forward! During the call, Vidhya acknowledged the high degree of uncertainty in the situation, she answered questions patiently and calmly, and the gave people the assurance that they could have hoped to get during that time. I was full of admiration for the dignity and courage Vidhya showed during that time.

Supporting other women

“As a woman leader, what do you do to support gender diversity at work?” After I became Senior Manager, I increasingly faced this question, and I realized that I had conflicted thoughts on this. I was fortunate to get wonderful mentors and role models across genders throughout my career, and I was very conscious of inadvertently doing or saying something that felt exclusive or favorable to one gender. I was starting to feel a sense of responsibility, but I wasn’t sure how to fulfill it in a way that felt authentic to me. As a strong advocate, Vidhya constantly talked about this, and the two things that she said that resonated the most with me were - 1) Be intentional about supporting women. 2) Just because you may not have faced bias, doesn’t mean it doesn’t exist. Whenever I struggle on this topic, I think back to these as guideposts, and it helps simplify my decision or action.

To conclude, I firmly believe that there is no such thing as a “self-made person” and that our career is an amalgamation of support, mentorship, and kindness from others, apart from luck and hard work. I seem to have had more than my fair share of luck when it comes to mentors both within the firm and prior to it, and for that I am very grateful.

I have been fortunate to work with Vidhya and benefit from her tremendous mentorship. Her influence on me can be gleaned from the number of times I have quoted her to my peer group and teams, all these years. As a famous person once said – “We must find time to stop and thank those who make a difference to our lives” – I believe this is my way of thanking Vidhya for everything she has done, and for helping me become a better version of myself. I hope I can pay it forward, because “we rise only by lifting others”…

 (Article originally published at: https://www.linkedin.com/pulse/ode-my-mentor-neha-verma/) 

Stuck (Poem)

You wake up in the morning
You look out of your window
You think about your day ahead
But don't know what to hope for

You start to go through the motions
But your mind and body feel out of sync
You reach for emotions in your heart
But you come up empty-handed

You can't find pain or sadness
Mostly a void, maybe some despair
You try to search for a reason
But it only slips away further

Life seems to be an endless loop
Like a TV commercial playing on repeat
Like walking on a treadmill
Like a maze that doesn't seem to end

It feels like living in a monochrome
Like hearing sounds that are muffled
Like a bad aftertaste in your mouth
That just refuses to go away

But every now and then
A tiny crack of light appears
An unexpected shower of rain
Greets the dry parched earth

You find these little sparks of joy
You remember all your blessings
And while you know you are stuck
You keep on moving anyway...
 

Who stole my mojo - Lessons in recovering from burnout and rediscovering the joy of work

I was constantly exhausted and irritated. I felt like there was no joy left in my life. I was snapping at those I cared the most about – my family. My team members started to notice and remark that I sounded tired all the time. I felt that I no longer had what it took to be successful at work and started contemplating taking a sabbatical. In all this, could not put my finger on what went wrong. For the longest time, I didn’t even acknowledge that I had a problem. But I finally realized - I had BURNT OUT!

Back in 2020, I’d shared my journey of growth and fulfillment at Deloitte. 18 months down the road, I found myself struggling; despite a great team, highly supportive leaders, a plethora of opportunities, and recognition. Nothing seemed to have really changed on the surface, yet somehow, I found myself in a place where I felt like I could not go on.

I asked myself – “How did I get here?” Saying that the pandemic contributed to it would be stating the obvious, but there was more. With businesses around the world forced to go fully digital, our workload increased significantly. This combined with “the great resignation,” put even more pressure on our teams and us. Besides delivering projects at a fast pace, by somehow trying to get people to work on it when there was no one available, there was just a lot to handle.  Dealing with people leaving mid-way and trying to hire and assimilate new hires into the practice and the projects added to our woes. Without realizing, I kept taking on more and more. At one point I was serving 7 different clients across different industries and technologies, in addition to driving several other initiatives for the practice. I had spread myself too thin. That combined with the mental strain of the pandemic, my children being out of real school being on-screen for a prolonged period of time, with no outlet in terms of vacation or socializing, also took its toll. I guess, it was just a matter of time before things became completely unsustainable for me, and then they finally did.

Once I acknowledged my burnout, I decided to ask for help. I set up time with my leaders and spoke openly about how I was feeling. They showed tremendous empathy and helped me realize that it wasn’t just me. It was also the situation. They coached me to focus on fewer and more important things and helped me my teams do more. When I said “Noone forced me to do anything. I took all this up on my own, and yet I ended up here”, a leader gave me an analogy, that resonated with me. He said that I had a table for collecting wonderful things, and I kept collecting them, until there was no space on the table. My table had reached a point where things had started to fall and crash. I needed to take a hard look and let go of things that were no longer needed.

Before I created a plan to get things back on track, I needed to reset and get mental space. So, I decided to take a short break. I took off for a week with my family to a place where I could spend time outdoors and completely disconnect from work. The break really helped, I came back to work more clear-headed and ready to tackle my challenges.

My first move was to create an inventory of everything I was doing. After a series of discussions with my leaders, we agreed that I will not take on anything new, no matter how tempting, for the next few months. We also identified things that I had to let go of completely, and things that I needed to continue doing but with much less involvement. I then created a detailed plan, identified people to transition to, had some candid conversations with my direct reports, and started to set things in motion.

After weeks of sustained effort, my work started to evolve from a frenzied, frantic, and chaotic state to a more steady and manageable state. I started to reflect more on what I was doing and how I could create a higher impact without burning out. I thought about reconnecting with my passion which revolves around helping companies grow by leveraging and growing my marketing knowledge, while also helping people grow professionally.

To stay true to my purpose, I had to learn to say ‘no’ more often, ignore FOMO (Fear Of Missing Out) and resist the temptation of taking on something new and exciting that didn’t quite fit within my top priorities. This change in perspective ensured that I work with the right people and invest in them so that they could manage things, instead of needing constant direction from me. The time I was able to claim back, I kept trying to reinvest it in building and using my marketing knowledge and coaching people.

I found my enthusiasm and energy levels going up again. I started to feel in control, and found myself coming up with new ideas. I learnt to focus on fewer things at a time and push myself to do more intense and potentially impactful work instead of easy and busy work. I am still learning to embrace the philosophy of doing more with less. What may not be obvious from my experience is that I was fortunate to get the right environment of trust, empathy, and support that empowered me to take these actions. Had that not been the case, I may have been one of those who quit their work during the pandemic.

As I shared my story with my peers and team members, I realized that several others were struggling too. Over the next several months, the topic of burnout became a leadership priority, and there were open discussions on multiple forums to set things right. Many people came forward to seek support, enable change and ended up consciously changing the way they worked.

As I came to terms with and turned around my professional crisis, here is a summary of what I learned from this experience:

• Work in a place with leaders who are supportive, and a culture that aligns with your values, needs and purpose.
• Acknowledge when there is a problem and ask for help.
• Ensure there is more to your life than just work, and take regular opportunities to disconnect and recharge.
• Periodically take a step back and audit what you are doing. Accordingly, let go of what you no longer need and what no longer needs you.
• Always prioritize doing what is most meaningful to you, for your long-term happiness and success in the long-term.

Finally, you may want to know, while I may have rediscovered my joy of work, am I more successful with this new approach?

Well, only time can tell. Stay tuned for part 3 of my story in another year or two to find out!

(Article originally published at: https://www2.deloitte.com/ui/en/blog/life-deloitte-blog/2022/who-stole-my-mojo-lessons-in-recovering-from-burnout.html )

Relationship with Adversity (Poem)

One day, I found myself in
A relationship with adversity
It came into my life by force
And turned it upside down
I tried to resist it, stop it
I fought with it, screamed at it
But it refused to budge
It battered me, exhausted me
It took away my joy
It shook my core, clouded my hope
I cried and begged it to leave me alone
But it just ignored my plea

I took a deep breath
I searched for my faith again
In the depth of my heart
And I decided to let things be
I looked at adversity in the eye
And I said that I know
You will have to leave one day
I know it’s only a matter of time
I know that this relationship
Can never be permanent
And one day, just like that
Adversity left me
Sunshine came through
The dark cloud lifted
Leaving behind a beautiful rainbow

NFTs – Hype or Game changers in marketing?

If you have spent your entire 2021 without hearing about NFTs even once – Congratulations, you must have achieved digital ‘Nirvana’! If you have heard about NFTs, depending on where you are on the spectrum from “Huh, do I need to care about it yet” to “Wow, this is where the future is”, read along to find out if your position changes!

Let’s start with the basics – What is NFT? In simple terms, NFT is a digital collectible. NFT stands for Non-Fungible Token. Non fungible means something that cannot be replaced, or in other words is unique. A Non-Fungible Token or NFT is a blockchain based, cryptographically authenticated digital file that allows collectors to uniquely own limited quantity digital artifacts. An NFT can be anything digital, but typically it includes art, music, video game items, trading cards, sports moments, Memes, virtual fashion, and other digital collectibles. 

While the first NFT was created in 2014, it wasn’t until 2021 that NFTs truly dominated the news. If Jack Dorsey’s first tweet that sold as an NFT for $2.9 Mn, Beeple’s NFT art piece titled “First 500 days” that sold for $69 Mn, or Nyan cat animation that sold for $600,000, left you scratching your head, you are not alone! While NFTs are far from mainstream, we have seen several brands jump on to the bandwagon. For example, Taco bell sold Taco themed gifs and images as NFTs, where all the proceeds went to the Taco Bell Foundation. Nike has started using NFTs to confirm the authenticity of its shoes. When you buy Nike shoes, you will also get a digital version of the shoes in your digital locker. Coca Cola also launched an NFT auction of digital collectibles with the proceeds going to Special Olympics.

With top brands getting into NFTs, the question that arises is whether other brands should start paying serious attention to NFTs or treat it as a passing fad.

Even with the hype surrounding NFTs, I believe that NFTs present a real opportunity for brands. NFTs tap into the human needs of exclusivity, ownership and authenticity. If used well, NFTs can help create unique brand experiences, increase brand awareness, encourage customer engagement, and create more interest in the brand and products. For brands, this is could be an opportunity engage a core fan base by creating exclusive experiences, turning users into investors, and generate additional revenues.

Brands can use NFTs to:

• Provide personalized gifts and vouchers to their customers
• Collect data, reward crowd funding, or source ideas and co-create with customers
• Programmatically distribute mobile advertising campaigns across various digital platforms
• Create and distribute limited digital memorabilia for milestones
• Collaborate with and support artists and charities
• Run lead generation contests and memorable ad campaigns

Brands can really elevate the customer experience, by using NFTs creatively in their marketing. Here are a few ways in which they can do that:

• Brands can include an element of surprise in their NFTs. This can drive up both anticipation and entertainment for the users. In fact, the concept of NFT mystery boxes may be catching on. A mystery box may have an NFT with variable rarity levels, keeping the element of surprise.
•  They can link the release of their NFT to an important date captures a key moment in the brand’s history. By letting fans own a piece of it, they can let their users collect items that have both emotional and artistic value.
• Brands can turn physical products into limited edition digital versions to create additional revenue stream.
• They can combine physical gifts with digital artwork or vice versa to delight consumers. Many brands offer physical products or services bundled with their NFTs, driving up the utility value.
• Brands can link NFTs with a social cause to raise funds in a way that would not only reinforce brand image, but also drive higher engagement and loyalty.
• Brands can do exclusive airdrops for their loyal communities to create buzz and chatter.

Despite the initial promise, NFTs have their challenges. Since NFTs are bought with cryptocurrencies, which consume high amount of electricity producing huge carbon emissions, the environmental impact of NFTs may be at odds with the sustainability efforts of brands. Further, the collectibles market may end up being a limited use case, which may not be a game-changing opportunity. High minting fees, unclear laws around ownership and taxability, and volatility in the crypto market may further add to the woes.

So, what should brands and marketers do at this point, when it comes to using NFTs for marketing?

Brands can start small, to minimize their risk, yet capture early mover’s advantage. They must clearly define their objective and use a test and learn approach for their NFT campaigns. Being open to experimentation and being agile in their marketing efforts will be key. They should also tie their campaign to the brand purpose, and use the NFT campaign to tell their story, and live up to their brand promise. This would ensure that their campaign yields long term benefits instead of looking like a mere publicity stunt.

In summary, we can all agree that we can’t ignore NFTs at this point. While NFTs by themselves may not seem like a big opportunity yet, but with the rise of blockchain, metaverse and web 3.0, we might have an entire ecosystem and uncover many more use cases. There are already several communities and influencers evangelizing NFTs. In fact, we have an entire generation growing up, that is willing to spend more money on digital assets than physical ones.

We don’t know what the future for NFTs holds, but if you are a brand or a marketer, I would suggest that you dip your toes in the NFT waters.

(Article originally published at: https://www.linkedin.com/pulse/nfts-hype-game-changers-marketing-neha-verma/) 

What is the future of marketing – Clues from my 10 year-old

We, as humans, have always been fascinated by the future. From oracles to AI driven predictive algorithms, our imagination is often captured by predictions of the future. As a marketer, I am constantly looking for trends and patterns. As I went on this journey, I realized that future is unfolding right in front of me, and I could find many clues about the future just by observing my child more closely. Here is what I learnt from my 10 year-old son about the future of marketing:

The virtual world is for real

On his 10th birthday, my son wanted us to buy Robux, which is a virtual currency you buy with actual money!  Robux allow you to buy virtual items and seasons in the popular online game Roblox. While we were grappling with the idea that we are spending real money for “nothing”, there was nothing that our son wanted more for his birthday. For him, it was well worth every real penny!

The market for in-game purchases is pegged to be 74 billion U.S. dollars by 2025! To win in the future, the marketers will need to be in the virtual world, to capture the attention of generation Alpha. There is a growing trend of digital campfires. The new generation is increasingly gravitating towards platforms like Discord and Fortnite for shared digital experiences. Penetrating these digital campfires will be crucial for brands and marketers, to get their message across to this audience group.

So, as marketers, we will need to be where our next generation is and find ways to engage the audience and create experiences that they care about. To find out how ready you are for virtual world, sit down with your tween during his/her next multiplayer online gaming session!

The rise of smartness

When Deloitte gave us free Google Home Mini in celebration of a major headcount milestone, I wasn’t sure if we had much use for it. So, it remained in its packaging in a corner at our home, until my son discovered it. It took him less than a week to figure out how to use it for everything ranging from songs to games to jokes.

While we might still be a few years from IoT devices becoming mainstream, it is safe to assume that smart devices and digital assistants would be deeply ingrained in the life of the new generation. My son would expect his smart refrigerator to automatically fill up with food items he likes, his wardrobe to recommend and purchase clothes as per his style and preferences, and his smart assistant to anticipate his needs and wants, and buy almost anything at the right time, with little to no effort on his part!  

This would mean that the marketers may be marketing more to AI enabled assistants, instead of actual humans, in future. Marketing will increasingly need to be hyper-personalized, one-to-one, real time and more technology and data driven. The era of intrusive, meaningless and irrelevant advertising will be over, and marketing may fully morph into customer advocacy, which means our job as marketers will be to look out for our customer’s best interests, and as brands, being there in the moments that matter.  

Appealing to a capricious audience

My son wants to be a footballer and a scientist when he grows up, both professionally, while making YouTube videos on origami and rap music on the side! All this may be replaced by another set of interests in a few years. Generation Alpha likes to explore and experience new things, and this fluidity may pervade all aspects of their life.

We are already seeing a drop in ownership and increase in rentals, ranging from homes to cars to furniture to clothes, indicating a clear trend towards less commitment and more flexibility. The future generation may change its mind quickly and often, and this would make it difficult for brands to build relationships with this audience. In fact, most of the next gen customers won’t care if 73% of the brands today, disappeared.

To stay relevant in future, brands will need to identify their tribe of loyal followers. They will have to build a niche and close-knit community based on a shared purpose. They will have to find ways to continuously reinforce these bonds, while being expected to communicate with their audience at the speed of light. Further, they must have shared values with their customers, and truly “understand” each one of their customers. For us marketers, there will be a growing need to up our game, when it comes to the 4 E’s of marketing – Experience, Emotion, Engagement and Exclusivity.

The age of influence

My son venerates MrBeast – An American Youtuber who started making videos at the age of 12, and today boasts of 66.5 million subscribers and 12 billion views! Not only does my son love MrBeast’s content, but I see the influence extending far beyond that in my son’s life, in terms of how he thinks, or what he wants to buy.

The age of Influencers has been going on for a while. With the ability to speak the same language as their audience, and being directly relatable to their audience, the power of these influencers can’t be overstated. 55% of generation Alpha wants to buy what their favourite influencers wear. If influencers become retailers themselves, that would mean even more competition for brands, and would create its own set of challenges.

Given the rising influence of influencers, marketers will need to bolster their ability to identify and partner with the right influencers to get their message to their audience. Also, marketers will need to be savvy to ensure that reach and influence translates into the right customer action.

3D Print it now

“What do you mean it will come tomorrow? Why can’t I get it now?” My son needs everything right now. The rise of instant gratification is an unstoppable trend. Our generation progressed from buying things in store to buying things online at the click of a button, with next day, same day and 4-hour delivery. However, the generation Alpha may want to instantly print it right now!

When 3D printing becomes mainstream, the consumers will have the ability to uniquely build something for themselves in their own style and size, in a fraction of time and cost. While this will have great implications for manufacturing, it will also mean overarching changes for marketing. Instead of marketing products, we may be marketing concepts and selling printing instructions. Instead of designing our products, we may be engaging our customers to design the products. There may also be a rise of highly time sensitive, small batch products, which may be marketed “in the moment” to capture that short-lived demand.

To summarize, the future often seems more far-fetched than it actually is. To remain relevant in future, we must pay attention to these trends and indications and prepare ourselves for the needs of tomorrow. That may start by understanding the thought patterns and preferences of children today, who will not only be the customers tomorrow, but are already shaping our own buying behaviour. Research suggests that 4 out of 5 kids greatly influence a family’s purchases. In fact, we already know this from experience - If you have grown up enjoying Maggie noodles and have now had to switch to Yippee noodles, you know what I am talking about! So, ditch your next meeting, and set up time to talk to a tween, to embark on your journey to be future-ready!

 

The joy of being alive (poem)

When your child embraces you 
Like she would never let go
Melting fully in your arms 
Filling your heart with love 

When you see a beautiful sunrise 
With the sky as God's canvas
And the artist at his very best
Creating a feast for your eyes 

When a little act of kindness makes
A world of difference for someone 
And the happiness flows out in tears 

Leaving a warm and content feeling 

When you talk to an old friend
You haven't spoken to in ages
And the conversation just flows
Like you never stopped talking 

When you show courage 
And reach for the impossible 
And somehow manage to get it
Much to your own surprise 

When you suddenly hear 
your favorite song playing 
And it transports you back 
to another place and time 

When you're happy for no reason
And the world feels like your oyster
That's when you know that
You're feeling the joy of being alive 

So much more (Poem)

I thought that when I got older
I would know better
I would be able to tell
Right from wrong
Good from bad
Black from white

But the older I got
The more shades of grey I saw
I noticed that
Everything comes with
Many layers of complexity

I learnt that
What you see on the surface
May bear no resemblance
To the truth
If at all there is
An absolute truth

The woman with
the beautiful smile
May have pain buried
deep inside her heart
The child with
all the toys in the world
May give it all up
for one true friend

The old man with harsh words
May be longing
for someone to care
The man at the
pinnacle of his career
May be the loneliest one

The older I get
The more I learn
That I know so little
And there is so much more
To seek, to understand,
To learn, and to discover

So much more
Compassion to be had
So much more love
To give and receive
So much more to live
In each day of our lives...

Liberated (Poem)

I sit around listless
Not knowing what to do
Entangled in the
Web of my emotions
Trying to make sense of me
Wrestling with the whats
and whys and hows

But the harder I try
The more it slips away
Leaving a bigger void
So I tell myself to
Pause and step back
And let go of my
Pent up frustration
My fears, my anxiety

Stop the endless loop
Of my confused thoughts
Free myself from the grip
Of my own expectations
Put down the burdens
I have been carrying
If only for a little while

And just take a deep breath
Fill my lungs with God’s fresh air
Open my heart up to
All the beauty in this world
Look at the trees
Swaying in the breeze
Gaze at the clouds
Making patterns in the sky

I surrender myself
To the present moment
Detaching myself from
The past and the future
I feel a sense of calm
Descend upon me
And I feel liberated
In this moment…

When you're broken (Poem)

When you are broken
And it feels like the world's end
When your soul is bruised
And your heart is bleeding
When pain engulfs you
Like the darkest cloud
When your entire being screams
That you can't go on
Allow a feeble voice inside you
To tell you to have faith
Get up and move
Crawl, if you must
Just put one foot forward
And then the next
And you might chance upon
A sliver of hope
That may turn into dawn
And maybe even bright sunshine...