On sunday afternoon I bumped into a good friend from Baroda – Viral Chhaya. We both met on the upper deck of Cathay Pacific flight to SFO. It was indeed a pleasant surprise as we had not seen each other for 12 years. And then we chatted and chatted… I guess all the old memories came back. I got a very detailed update on long lost friends that Viral is in touch with – I’m so looking forward to getting in touch with all of them. I was happy to see that the warmth between us was the same and there was no pretence. We both promised that we’ll be in better touch.
Earlier this week I heard Tatyana Mamut from Ideo sharing her perspective on the Burning Man. Thanx to my friends in California I knew quite a bit about the Burning Man but Tatyana touched upon two very interesting aspects:
- There are no commercial transcations – only gifting takes place. And usually if you gift something with X value – the receiver is likely to return the favour by giving back a better gift. I thought it was an interesting concept as it could very well be applied in the Marketing World.
- Burning Man participants accepting the rights (not roles) & responsibilities (not rules) of participation. I found it very interesting because in Marketing/Advertising we seldom put forward rights that our consumers or customers have and the responsibilities that they need to shoulder. Imagine a world where our consumers are demanding but equally responsible for looking after the health & growth of our brands.
I don’t really relate to the Burning Man but the two principles mentioned above appealed to me a lot. I certainly look forward to using them in the programs that I design in the months to come. So thank you Tatyana.