Management, conventionally speaking, refers to all those functions that enable an organization to run smoothly, with optimum utilization of available resources and the best possible results or output. However, today, while premier B-Schools have added a lot of value to this thought and are professing management education in the most industry-relevant way possible, there still remains a certain lacuna in the understanding of what constitutes a successful business.
And this ‘success’, as we see it, is usually the result of the coming together of three pivotal factors – Business, Communication and Design. Irrespective of the products a company produces, the managerial practices it adopts or the profits it rakes in, its personality and ‘brand image’ remain incomplete until adequately complemented by the right communication and design. In a way, C(ommunication) and D(esign) are essential to the growth and future of B(usiness) – unless the former do their job well, the latter will not prosper. We prefer to call this the B-C-D Triangle.
Let us simplify this for you. Every month, several new consumer goods make their way to the shelves of supermarkets. Many of these, such as soaps, shampoos and other skin and hair enhancement products, are perfectly replaceable, one with another. All soaps claim to make your skin smoother, and all shampoos promise to make your hair shinier and healthier. However, even as hundreds of brand names, designs, attractive packages and discount offers collectively seduce you with promises of a better-looking You, you choose one specific product or brand over all the others. The choices are different for different people, but there is no denying that for each one of us, there is something about the ‘vibe’ communicated by that product or brand, that makes us reach out for it.
How does this happen? Simply, because the B-C-D element comes into play. This ‘vibe’ that we’re talking about is nothing but the combined appeal of a product’s Communication strategy and Design, which creates a base of loyal consumers. Increasing base of loyal consumers create sustainable competitive advantages which lead to both short term and long term business success.