We are building an atom bomb; you WILL know it when it is ready
In more than a few discussions over the last couple of months, people at Tekriti have shown their desire towards brand-building and be better known. Everybody wants their friends, relatives to know about the company, without explaining. The fact that the person sitting next to us in a train knows about our company is also an ego-booster. Basically, what everybody hates is being in a scenario described below:
Stranger: “Where do you work?”
We: “Tekriti”
Stranger: “amm…what’s that?”
Fair enough! I also hate it when I have to repeat the name, even though the frequency has decreased drastically over the last 20 odd months. What do we do? And how do we do it? Before coming with solutions, let’s consider the following facts:
- A company like Infosys or Microsoft or Google also took many years before they became brand. So, it’s expected that you need to be patient. However, it’s still not a rule.
- Becoming a brand (‘being known’ explains it better here) is a very generic term. There is a lot of difference in who knows you - your prospective clients, prospective partners, top executives, fresh graduates or taxi-drivers. Though it’s always a good feeling to be known by all, everything comes at a cost (money / time) and proper prioritization needs to happen knowing that you have limited resources.
- The time taken before you are known to general people also depends on the business you are in. A consumer-centric business is bound to be known sooner than a business-centric business – that is no measure of how successful the company is.
- Joining a brand and boasting of that is a short-term satisfaction; creating one and living that is a life-long satisfaction.
- Rushing to become a brand is really like creating a hype. Hype is good and necessary, at times, but the message is lost (besides backfiring) if one isn’t ready to live up to that hype. Patience is the answer, my friend.
Having said that, can a startup really make some conscious efforts towards brand-building without going over the top? So, even though, giving advertisement in a newspaper is easy and not that expensive either – it is not the answer. In fact, I will start by saying that I don’t have an answer but, in the true entrepreneurial spirit, will write in some of my personal thoughts as well as thoughts of fellow TeknoKrats – leaving the rest to suggestions from various others.
- Sponsor Technical Festivals at various engineering colleges
- Blogging about the stuff that we do; including the project delivery methodology
- Marketing the consumer projects / products that we are doing – so that it has users in India too and not just the western countries
- Participate in increasing awareness in the society and, generally, be active in social causes.
- Advertisements – direct and indirect. Being more active in open-source educational projects is a good indirect method.
- Build great products
‘Build great products’ is the approach that I like the most. I will end it by saying that -”The fact that one might not know about us is because we are creating an atom-bomb sitting in an underground cave and don’t want to disclose it yet. The voice will be heard wide and loud when it blasts – so let’s all be a little more patient.“.
Of course, the above statement is not supposed to be taken literally. Besides the fact that we have a decent office, as against to an underground cave, we will also make some mistakes and learn other things than just creating that atom-bomb. 
P.S: CBI / FBI / Interpol, please note that the atom-bomb is just a symbolic way to represent the products we are building (which happens to be software); please don’t ban my blog.
Honestly, I indeed was expecting to hear this from Tekriti. Glad you are already working towards it. Our best wishes.
Huhhh!!..atlast I found a place where I was thinking to wriet about one conversation.
Here it goes on like this …
ABCD: Where are you placed in 1st round?
Me: Some MNC(xyz).
ABCD: Where are you placed in 2nd round?
Me: A startup comapany “TEKRITI”.
ABCD: For gods sake do not join that startup. Startups are unstable.
But I have my own reasons to join startups.
Until and unless startups get some NAME or Brand in the market, most people have the same opinion as that ABCD.
Your blogs on entrepreneurship ROCK man…..
Naveen, did you contemplate joining Tekriti. Sounds like a real life conversation.
But having been following this blog, they seem to be a real cool startup to be with.
BTW, Ashish what exactly does Tekriti mean – other than its teKnocrat roots. Any Iraqi influence?
http://en.wikipedia.org/wiki/Tikrit
Nice post.”Joining a brand and boasting of that is a short-term satisfaction; creating one and living that is a life-long satisfaction.” .. Very inspiring and true! The brand building suggestions sound good.
Like you said “A consumer-centric business is bound to be known sooner than a business-centric business” and a product that is say only for export or for a specific consumer would need to be marketed in that particular market, and maybe not locally, unless for the sake of popularity only, or the product is ALSO for the local market/ consumers. For eg., in our garments industry, the biggest of Export houses might not be as well known locally as a small retail brand – but that is certainly not a measure of success as both have different markets and customers. But marketing is certainly very important.
Startups – lol – No, it doesn’t have any Iraqu influence. We also found out later that there is somebody with a similar name (some Al-Tekriti) and is a prominent figure – in a negative way. When we came with the name, the idea was to have a combination of English and Hindi name: Tek (Tech ~ Technology) + Kriti (Creations in Hindi).
Naveen – for some reason, I dont understand people’s fascination with ‘stability’. Isn’t stability boring? In the end – it all depends upon one’s confidence.
Seema – exactly!! But – as humans – people also want to be in a situation where they want to be known. We then forget that it is just a momentarily ego-booster to be known in front of people where it may not make that much of a difference.
Startups – the conversation given above is a real one that occurred. I don’t want to name the person
Ashish – Yeah.. it(Stability) doesn’t sound good for those who belive in their confidence.
Interesting point about Infosys. When their IPO came out in the year 1993, it was subscribed only 90%.
That says two interesting fact
1) Infosys was founded in 1981, even after 12 years, people were not aware of them so as to apply for their stocks.
2) Software companies did not have a following in those times.
Today things are different, Software is a hot selling commodity, and Software companies even more. So there is a process of auto brand building which is very easy.
The organizations which stand the test of time are those which have highly mature people who understand that brand building is a science and has to be approached correctly.
I agree with the points that you have written about branding a new company. Only suggestion that came to my mind for now is, having a great website, interesting logo or the corporate identity is also important. I guess that will make person who is coming across a new venture will remember or leave an impact (even if for short while), its like creating awareness.
The other thing I found is if brand building is important for a startup company. Then it’s important for a fresher too, who just finished education from a reputed institute. As now the expectations of others comes, like where are you joining, ahh I never heard of this name.
I know, you wrote a lot on-‘why to join a start-up’ but what about how to make everyone convenience yes, the company I’m going to opt is going to be the next Infosys.
Only patience word will not help here. As you must be our today’s generation is impatient.
What do you have to say about the employees of a Company called Aricent Communications Software, formerly known as Flextronics Software Systems, formerly known as Hughes Software Systems.
A good Brand name is really important and does give a sense of satisfcation
Good that you clarified about atom bomb .Would not like FBI and CBI claiming the honours to nab you .
At this stage building great products is the best .Later on may be Tekriti Scholars like Aditya Birla scholars ?
A short anecdote -
A friend who was working in Microsoft India, went home for vacations, where he met one of his relatives.
The conversation went like this:
Where are you working?
Microsoft!
Microsoft? Didn’t get a job in Infosys?
Um.. Um.. (He had no idea what to say)
Don’t worry. Get some 2-3 years experience and then you will be able to get into Infosys.
I know a lot of people who have had similar experiences.
IMO, we should fist focus on “Getting slightly famous” among the people who matter – our customers, our target market and the technical community at large, in that order.
Ashish, you make me comment every time I visit your blog
sweet of you haa
I think it is a blessing in disguise to not to be known and build the dream that one pursue. Because as they say when no body is watching you, that is the best time to give them a surprise.
I always take such type question with a sheer belief that we are here to make a difference; individually we must perform to our best in what we do. Questions like how long it is going to take, what path we follow, how difficult our road, whether we will get recognition or not, whether we will get support or not …all these question shouldn’t bother us.
If your dream is powerful and creative, you gonna reach there. Mahatma Gandhi and Subhash Chandra Bose are great example of chasing rare dreams.
I wish Tekritians all the best.
Nice post! But I need to say something… for a fresher isnt working with a company like Microsoft/Amdocs more lucrative than working with Tekriti or for that matter any startup? I mean if I had to choose then I would surely go for Microsoft and for that matter any frsher(atleast I think that)… How to convince ppl… and are thr some vry strong points to justify freshers ?
And one more thing- Sponsoring Tech Fiesta in colleges- what do u think abt Confluence 2K7(NIT,Rkl)
Ashish, your article made more sense than my marketing prof….true,good work speaks for itself ~ a good product “brands” itself…
if you really wanted to build one, u can get help from the U.S government
http://news.yahoo.com/s/nm/20061104/ts_nm/security_internet_iraq_dc_7
Thanks guys for the comments! Yeah – I do agree that rushing to ‘brand’ your company in a way that you are not ready for is immature and should not be done.
Siddhartha – these posts might help (i think there are better posts elsewhere): Here AND here
Jatin – what’s that?
Ashish
I have been quietly reading your blogs for a while now. I am Director of one of the start-ups from New Delhi as well.
The most often frequently asked questions when we call people for interviews are:
- Is this an MNC?
- How many people?
- Where is the office?
- What is the salary package?
- Cab facility?
I sometimes wonder if these folks are ever worried about:
- the Job profile?
- the environment?
- the future prospects?
- the growth?
- the fear of playing table tennis through out the year while at work (benched)?
And, I have seen you mention it several times that you do not have problems retaining people – but do you not agree that people “leave” your “dream team”? They leave because someone else offered them a hike of Rs. 2,000 or the company was closer to their residence or even better their friend told them that the company was good – good enough a reason to change?
In fact, I personally interviewed a Sr. PHP Programmer on Friday who wanted to leave his company because he was bored of going to the same office since last 12 months! Given his programming skills were good, we decided against hiring him!
The culture has to change if the Indian IT Industry had to grow – the profits of “MNC’s” are soaring – the IT companies are driving the index – but are we really growing?
Having spent 7 years of my life in a country where trust prevails and there’s a value for innovation, it took me some time – but finally I am off the hang over now!
- Mantra
Mantra – that was a heart-felt comment and I totally understand what you are saying. I have been in that condition. What keeps me pumped up is that I have started to genuinely feel that the startups are difficult to do, are a lot of hard work AND very few people will share your passion — but that it’s also absolutely normal to have our own priorities. So, yes, it hurts to see people ‘leaving’ the ‘dream team’ but it’s normal. By expecting from others – we are also making the same mistake of wanting something that is not under our control. I know it’s easier said than done but an entrepreneur has to truly start believing in the fact that a company’s value is not only to create wealth for its people but also helping its people in all possible ways. So, if somebody left you and went for something different, lets just wish them luck.
Remember – nobody on this earth is dependent upon other. And if we are – we dont have the right to be successful (not that people don’t get successful that way too).
The more we push for the change – the more difficult it will be for people to accept it. I am a very aggressive person by nature and if somebody had told me this a year back, I wouldnt have heard it completely. But this makes a lot of sense to me now. Indian IT industry will change – let’s get a few successful startups from here. we have the opportunity.
Anyways, if you could write to me – we could meet up sometime.
Ashish
I agree with you too – it takes a lot of sweat, blood (don’t take it literally) and more to make a startup successful or for that matter, to open the doors of your office too!
Meeting up sometime sounds good – care for a drink?
- Mantra
Sure Mantra – please send me an email (my email is on my blog) and we can meet up some time. You didnt specify your correct email address in the comment.
Ashish,
Are you sure Tekriti has nothing to do with IIT Kanpur’s techfest
?
We are definitely inspired by that name, Ankush! That’s my alma-mater. Beyond that, there is really no other connection – not to say that there will never be
hey ashish..
Im a regular(but meek) spectator of your blog since its inception.Ya you rigthly hit upon the point ..brand building is 1 essential exercise that each organisation(irrespective of size,volume,sector,ownership,age etc..) should look at all times. And its not a one time activity.You have to be continuosly on your toes to respond to the shifting market conditions ,keep customizing according to it .Enough of gyan rite ..
Well to get to the crux of matter , shedding out some moolah could take your brand places (actually outsource ur non core activity) ..You can rope in some media agency to do the needful..A 1st step to launching a strong brand advertising campaign would be to first of all identifying the core of ‘tekriti’ .. what does it stand for apart from being entrepreneul in nature .. what more .. whats the usp .. start from that and go on building the whole thing .. I have a detailed procedure for that .. may be u’re interested ?
Ashish,
Thoughts on guerilla recruiting by startups..
At MAQ Software, we have come across some learning on recruitment branding that I can share:
1. More focused helps: We are a great place for .NET related development (preferred vendor for Microsoft Corporation) and we keep our focus on .NET developers instead of competing everywhere with everybody. If you are in HITEC City..check out our billboard between Cyber Towers and TCS Deccan Park running through till part of Jan 2007.
2. Better executed: As we compete with Infy and Wipro’s I am surprised to see the lack of passion in a lot of their work. In a typical tech festival we sponsor something in the middle cost range but in terms of visibility we are more innovative and prominent than they are.
3. Conversions not just awareness
4. Choice of low cost but effective media
I like your blog and can share views offline as I am sure this topic is endless and is important…