Morphing

“The systematic churning within an organisation that changes its display"

The Strategic Interveners

THANK YOU A M O NT H L Y T H O U G H T - L E A F MAY 2010

Friends and Patrons... we thank you all for the overwhelming response to our inaugural edition of Morph – The
Thought Leaf. Your outright support and encouragement is whole heartedly acknowledged and treasured. This has
only raised the level of expectation, as we understand and would force us to work harder to meet such elevated
expectations. We sincerely hope to keep raising the bar with each edition of this Thought-Leaf, Morph.
We shall look forward to your continued honest feedback and suggestions.
Regards,
Avishek Mazumdar, Global Head Operations - PERCON

ARTICLE OF THE MONTH

“BRANDWASHING” by Dhruva Trivedy, Chief Intervener & Promoter PERCON

Business Ethics Forum (U.S.) in its May 2005 issue highlighted two kinds of compulsive approaches
towards ethics – ones who ‘exist as streamlined examples of the impact of organisational leadership
on a company's ethical culture’ and the ones who were still to evolve structured ethical norms and One Day Workshop on Coaching for CRS at Hotel Clarion Collection, New Delhi
practices. We are referring to two things that need to catch our attention: 2005 and U.S. What is the
plight of SMEs in our country in 2010? QUOTE OF THE MONTH
Are they still grappling with profitability vis-a-vis taxation, infrastructure and government support? The world will not belong to 'managers' or those who can
‘We want more’ is the philosophy? What are they doing to alleviate these issues? Approach the make the numbers dance. The world will belong to
employers’ forums such as the FICCI, CII, ASSOCHAM and the like to fight it out and voice their woes passionate, driven leaders – people who not only have
through seminars and conventions? That’s it and that’s about all! Isn’t there a need to make efforts
enormous amounts of energy but who can energize those
as an organisation too? What would be the obvious course? Get a name for oneself and a name to
reckon with, so that every other need is catered to spontaneously by vendors, suppliers, contractors whom they lead.
or even the government. . Jack Welch
Welch was Vice President of GE in 1972. He moved up the ranks to become
How does one get it? There are different ways. We all know that earning a name is through branding Senior Vice President in 1977 and Vice Chairman in 1979. Welch became
or brand-building. The question is as to what kind of branding would lead to this sustenance. GE's youngest Chairman and CEO in 1981.
Product branding – well the life cycle is too short. Corporate branding – do they wish to spend so Welch's net worth is estimated at $720 million.
much? Employment branding – well yes, but cannot be built quickly, because it calls for massive
cultural change. Business ethics and ethics in the workplace is the answer. We were approached by
a certain company, a MNC, to evolve an ethical culture in the organisation. We refused to undertake
the assignment, because we observed a fallacy in the intentions. The marketplace they were CARTOON OF THE MONTH
operating in called for nothing else but corruption and they were not prepared to deal with it
differently. Today, the company not only has very low brand equity and perhaps is also still WHO MOVED MY CHEESE?
struggling to find a respectable market share.

Practices, such as bribing the inspectors and getting away with non-compliance of required
legalities, is not unheard of, in the SME sector. While business ethics has been added as a
compulsory subject for many B-schools, it’s a pity to see that what is preached is not practiced.
What the entrepreneurs in the SME sector fail to realise that if they were unethical for acquiring
profitability, they were being myopic and not realising that being ethical would earn them a name in
all spheres – corporate identity, product marketability, retention of competent employees and
eventually popularity amongst the masses without even hyping their CSR agenda.

The journey has been long and we at PERCON have been patient enough to watch the changes that
have come through...this would also happen...we are zestfully hopeful!

Supplement from our Strategic Tools Partner – PINNACLE MANAGEMENT GROUP

If you ask an owner of a small to medium sized company in the US how he/she would like for others
to describe the business, the word ‘ethical’ might not be one of the descriptors. However, you ANTICIPATE CHANGE - Get Ready For The Cheese To Move
quickly hear that ethics is a large part of their brand as they describe their commitment to quality,
value and customer service. The events in the business community of the past few years have
heightened sensitivity to ethics and the impact that a lack thereof has on the lives and livelihoods PERSONALITY OF THE MONTH
the public. While in some industries this is policed by law or ethical standards imposed by the
profession, for many of us, a commitment to high ethical standards is self-imposed because it is our In 1954, Jimmy Denny, manager of the
character that is on the line – there is no distinction between our companies and ourselves. We want Grand Ole Opry fired a singer after one
our names associated with best ethical practices. No matter how the world changes, people still do performance. The audience didn’t
business with people. We rely on our clients telling others to trust us – that we are ‘good people’. accept him for his infusion of rhythm
Thus, ethics is critical to building a positive business brand. and blues and his body gyrations. He
told him, “Your ain’t goin’ nowhere…
son. You ought to go back to drivin’ a
truck.”
THINKING TIME LAUGHING TIME
This prompted him to swear never to
“New Employee”
If Charles Babbage is the return and he went on to become
Elvis Presley
father of Computer, who is Several weeks after a young man had
been hired; he was called into the
the father of internet? personnel director's office. ECO TRIVIA OF THE MONTH

Send us your answers with Name, 'What is the meaning of this?' the director THE HIMALAYAN WOLF
Designation, Company & Contact Details at asked. 'When you applied for this job, you critically endangered canid specie of India.
info@percontsi.com told us you had five years experience.
Now we discovered this is the first job
CONGRATULATIONS you've ever held.'
Last Week’s Winner
'Well,' the young man replied, 'in your
Jatin Kumar Ramani advertisement you said you wanted
Inmantec Business School, Ghaziabad somebody with imagination.'

English Learning Course Partners Strategic Tools Partner

RED ROCK LEARNING GROUP PINNACLE MANAGEMENT GROUP
Recent studies have estimated the population to be only 350
individuals. However, the total captive population evaluates
PARTNERS for just 21 individuals in four of the Zoological Parks of India.

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MORPH is an electronic publication of PERCON – The Strategic Interveners. All Rights Reserved. For suggestions/contributions/trade enquiries please contact us at info@percontsi.com
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