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Guest Column: Lessons in simplicity & planning

06-October-2012
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Guest Column: Lessons in simplicity & planning

In the nest of the little blue birdie. Some things look so simple and easy, but there is a humongous effort that goes behind making them look and behave simple. This is just one of the thoughts one comes out with after attending a session with Twitter dignitaries at their headquarters in San Francisco.

The same reference actually applies to International Advertising Association, Kaushik Roy, President of IAA, and Pradeep Guha, IAA’s Director - Asia Pac and the team for organising IAA US study tour – a simple, effortless trip to experience some of the best companies. Meticulous planning leads to smooth execution and the experience is just focused on imbibing learnings from Microsoft, Twitter, Facebook, YouTube, Google.

The first day we went sleepless in Seattle after visiting the envisioning lab at Microsoft. A peek at the future does that to your mind. Day two was travel to San Francisco, the land of the digital Gods.

A little birdie told us it is going to be a bright, sunny day and the experience at Twitter would be memorable. That’s exactly how it turned out to be. The energetic, warm, young team, led by the CEO himself, took us through their journey. The journey of designing a canvas for conversations around the world, a canvas for storytelling, a canvas for content network. The culture speaks it all – simple, modest, honest, thoughtful team has a collaborative way of decision making and implementing. I have always wondered how simplicity in behaviour delivers simplicity in creating consumer experience. Some brilliant showcases on brand integrations revealed that the planning needs to be contextual and content oriented, as Twitter is not just another social network, it is a content network.

Thoughts keep weaving during and after these sessions. What we dream of is a reality here. The levels are much ahead. Future envisioning is a habit, making it live is a day to day job.

Learnings and laughter are not the only thing on this trip, one has to be equipped to handle an early start to the day, as early as 7 am and close it as late as possible, if you wanna rock the party. While you are reading this, we would be at the Facebook campus and I am sure we will be pressing a big ‘Like’.

(The author is part of a 22-member delegation organised by IAA. She has a keen interest in consumer behaviour and runs her entrepreneurial venture, Aurora Comms, a shopper marketing and retail media firm.)

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