What if you didn’t have to go to work? What would you do? It isn’t as far-fetched as you think. I’m sure we all know someone who is able to spend their time at home managing the needs of the family. Or who is devoting their life to helping others. And still others who are full-time ‘investors’. They are not all super-rich. But they are able to manage the basic necessities of food, shelter, clothing and healthcare.

As cost of necessities drops and work becomes more automated leisure is the next big frontier in countries like India. There’s got to be more to life than watching Bigg Boss or running to mid-night sales. Even the concept of holiday is just around 25 years old in India – till then the word just meant ‘visiting relatives’. Marketers should of course become tech-savvy unless they intend to opt out of the job-race soon. (You can read a rather sharp piece on a world with no work here.)

An industry where output is increasingly delinked from hours of human effort and more correlated to technical smarts, business creativity or IP is my old stomping ground, IT services. Non-linear growth has been the holy grail for over a decade, but now there are firms that have achieved it, putting further pressure on the others. Moreover the clear demarcation between product and services firms has blurred making it interesting for both kinds of organizations. How can marketers support their firms and add business impact in this time of transition to a non-linear world? How can marketers themselves harness tech to do better work? This and more will be discussed at our upcoming 5th Annual Great Indian IT Marketing Summit co-hosted with LinkedIn taking place on 21st February at the Ritz Carlton Bangalore with ITSMA as our Knowledge Partner.  We’re delighted to have confirmed speakers such as Rob Leavitt, SVP, ITSMA, Krishnan Chatterjee, Head – Marketing, India Subcontinent, Sumit Virmani, SVP and Head Marketing and Communications Infosys, along with exciting Masterclasses such as one on Account Based Marketing by Rob Leavitt of ITSMA and on Social Selling by Apurva Chamaria, VP and Head Global Brands, HCL Technologies.  You can also apply for the Marketing Excellence Awards presented by Manipal Prolearn. Email me at [email protected] to know more.

I’ve always found the question “how many employees” a bit pointless. If number of people was all that mattered India would be much richer than tiny Finland which has a population smaller than Bangalore. But it isn’t.  Finland is rich enough to hand out 560 euros a month to some 2000 randomly picked unemployed – that’s more than India’s per capita of $1500 per head per annum. (Rich Finland does have an unemployment rate of 8.1% though, so money doesn’t always create jobs.)  It’s a thought to keep in mind for business planning in the new year – how much of your revenue growth is directly linked to adding employees?



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