ET – Insights

The central message of the movie Arrival (2016) revolves around communication: its content, context, time, and understanding.  Director Denis Villeneuve uses the arrival of extra-terrestrial beings to explore how language shapes perception and thought.  The key protagonist, a linguist named Louise Banks, deciphers the alien language, she discovers that their mode of communication is non-linear, allowing her to perceive time differently. One key theme is the idea that language can fundamentally alter how we experience reality.  The film suggests that understanding others—whether humans or aliens—requires more than just translation. IT DEMANDS EMPATHY AND OPEN MINDEDNESS At a philosophical level, it ultimately posits that despite the pain that may come with certain experiences, the beauty and meaning in life make them worthwhile  . These are profound questions about communication, the human experience, and the nature of time which we don’t often think about and now are being provoked by the acceleration of artificial general intelligence.

Actor Roger Moore was #BornOnThisDay, Oct. 14, 1927.  The British actor appeared in numerous films and TV series but is best remembered today as the 3rd actor to portray “James Bond” in no less than 7 Bond feature films, more than any other actor. He passed away in 2017 at 89 years of age.  My pic with him is circa 1981-2 when the shooting for Octopussy was on at Udaipur, Rajasthan 🙂

The surprise and unpredictability of what works and what doesn’t will remain forever. What we do know for sure is that success depends on acceptance, writes Shubhranshu Singh in this week’s Simply Speaking. #SimplySpeaking Read More: https://lnkd.in/dtrjfWef

…gAIning Speed… AI is a ‘General Purpose Technology’ : a once-in-a-generation technology, like steam power or the internet, that touches every aspect of life. GPTs don’t function in isolation. They need complementary technologies to mature before their full potential can be realized.  The internet took several advancements such as user-friendly browsers, more affordable hardware, and robust infrastructure for its widespread use even though it was born as ARPANET in the late 1960s. The smartphone, as an enabler of social media, took decades to reach its full potential.  Even though the internet had been around for decades, it wasn’t until the rise of mobile technology and smartphones that the social media revolution truly took off. Other GPTs like electricity or the steam engine followed similar paths, where societal adoption lagged behind their invention due to the need for complementary innovations, infrastructure and societal readiness. Tech innovations need a  broader ecosystems of technology, policy, and social acceptance to thrive. The fact that many businesses/industries are still in the process of ‘going digital’ highlights how slow and complex this process can be, even for technologies that are decades old.  Legacy systems, are often entrenched because they are deeply integrated into critical business processes. Transitioning from these older systems to newer technologies is expensive, complex, and often met with resistance over transitional risk. The nearest example is computing itself.  The rapid improvement of early computers, driven by Moore’s Law, was in contrast to how long it took for them to become ubiquitous in businesses, schools, and homes.  Even though the computing power doubled every two years, early computers were still expensive, physically large, and limited in functionality. It took decades of iteration, miniaturization, and cost reduction for them to become viable for widespread use. Initially, only governments, research institutions, and large corporations had access to computers. They required specialized environments, significant power, and skilled operators.  The introduction of personal computers in the 1970s, along with user friendly interfaces and software, was a key inflection point but ,even then, adoption took time.  Factors like affordability, ease of use, the development of complementary software and the emergence of the internet gradually made computers essential tools for everyday tasks. ChatGPT reached 100 million users faster than any previous product in history. This is driven by the fact that it was free to access, available,novel and incredibly useful. Technologies like LLMs stand on existing digital infrastructure, allowing them to accelerate much more quickly.  The groundwork laid by decades of computing advancements, including networking, cloud computing, and mobile devices, have created an environment where AGI technologies could thrive almost immediately.  AIm high !

– Zygmunt Bauman’s Liquid modernity –  Zygmunt Bauman, a prominent Polish sociologist, coined the term “liquid modernity” to describe the fluid, ever-changing nature of contemporary society.  In his eponymous book “Liquid Modernity,” Bauman argues that we have moved away from the stable, predictable structures of the past to a world characterized by instability, uncertainty, and perpetual transformation. “Liquid modernity”  is a metaphor for the fluid, uncertain, and rapidly changing conditions of modern life.  Unlike the “solid” phase of modernity, characterized by stable institutions, predictable social roles, and long-term commitments, liquid modernity reflects a world where these certainties have dissolved, leaving individuals to navigate a complex, ever-shifting landscape of identity, work, and relationships. Liquid modernity, according to Bauman, represents the breakdown of these fixed structures of class, state, institutions etc.  The social structures and institutions that once provided a sense of belonging and order have become fragile. Now, people are free to redefine themselves and change their circumstances, but this freedom also creates anxiety and insecurity.  Bauman argues that in liquid modernity, individualisation is an imminent outcome.  While it creates opportunities for personal growth and self-expression, it also leads to a sense of insecurity. Relationships have become more transient and superficial. People are increasingly focused on short-term gratification and are less willing to invest in deep, enduring connections.  Bauman refers to this as the “liquidity” of human bonds, where relationships are easily formed and easily dissolved.  This shift has profound implications for how individuals experience learning, love, friendship, and community. The concept of consumerism is another important aspect of Bauman’s analysis. Bauman argues that in contemporary society, identity is no longer a given, but rather a task that each individual must continuously work on and redefine.  The search for identity has become an ongoing project. Consumer identities are often ephemeral and unsatisfying. In liquid modernity, each person is “guilty of his destiny, of what happens to him or not.”  This shift places a heavy burden on individuals to navigate the complexities of an ever-changing world. While Bauman paints a bleak picture of contemporary life, with its focus on insecurity, anxiety, and fragmentation, it is also possible to see liquid modernity as a time of great opportunity.  The breakdown of rigid social structures does allow for greater freedom of choice, innovation, and personal development. This book (besides his other work) is a must read for marketers in an age where technology, globalization, and shifting norms continue to reshape the way consumers live, work, and relate to one another, faster than ever before

– On Virality –  What makes something like a song, a news clip, a meme go ‘viral’ ?  Every person is born average and dies unique . Individual experiences are unique, we grow along different pathways.  Virality in communication is not the same virality as in epidemiology. Marketing virality is never a purely ‘person- to -person’ transmission.  But ,if people are different how is it that one thing appeals to so many, so soon?  What is the process by which things go wildly buzzy ?  The MISCONCEPTION is that brands don’t need sophisticated distribution strategies for big reach and impact . If you have content worthy of being infectious, you can sit back and wait for it to become an epidemic of likes!  👆🏽This is false.  In epidemiology, a ‘viral’ indeed has the potential to spread exponentially. It travels in a multiplicative chain: one person infects two who in turn infect four and so on … But the Internet does not facilitate this as its first nature. The brute majority of social content dies without any buzz. The best successes come directly from its original source reaching millions. This broadcast push when combined with ease of sharing via online means can and does result in virality.  Popularity on the Internet is driven by the size of the largest broadcast. It is not  ‘million one-to-one moments’ as much as a few ‘one-to-one-million moments’.  People are social animals: they love, hate,gossip and share things along.  Much of what we call virality is really a function of “network linked broadcasters” – people or companies distributing information to many viewers at once.  Networks play a crucial role in the virality of content on social media by facilitating rapid dissemination and engagement.  Recommendations reduce noise, steering us toward the good stuff. As a result, we feel secure flocking toward the flock. We ask, we observe, we listen. Here are some of the factors involved👇🏽: 1. Seeding Strategy Targeting influential users or “seeds” with large networks can amplify reach. Big hubs give big results.  2. Social Capital Strong ties can enhance message sharing, while diverse networks can connect different clusters, increasing exposure. 3. Content Quality Content that resonates emotionally, such as humor or relatable themes, tends to be shared more widely. 4. Platform Dynamics Different social media platforms have unique user cohorts and sharing behaviors. What works on Facebook may not translate to LinkedIn.  Remember that:  THE WEB  -in terms of search ability- IS VAST YET SMALL THE WEB -in terms of social connection- IS SMALL YET VAST

Honoured to be recognized among India’s top marketing leaders Best wishes to BW Businessworld and BW Marketing World. Annurag Batra Noor Fathima Warsia Chetan Mehra Soumya Sehgal Reema Bhaduri Tanvie Ahuja BW Businessworld

What is profound may not be popular What is popular may not be profound  “It is better to fail in originality than to succeed in imitation.” – Herman Melville Herman Melville (1819–1891) American novelist, short story writer, and poet, best known for his masterpiece Moby-Dick (1851).  Starting his career as a sailor, Melville drew inspiration from his seafaring experiences for his early novels, including Typee (1846) and Omoo (1847), which brought him initial fame.  However, Moby-Dick, now considered one of the greatest works of American literature, was poorly received at the time, leading to a decline in his literary success. He later worked as a customs inspector in New York City. Melville’s work gained recognition posthumously. Moby-Dick was a failure during Herman Melville’s lifetime primarily due to its complex narrative style, philosophical depth, and unconventional structure, which differed significantly from the popular adventure novels of the time.  Moby-Dick presented a dense, symbolic exploration of existential themes, human obsession, and the nature of good and evil, which was ahead of its time. Its dark tone, complex language, and digressions into philosophy and cetology alienated readers and critics, contributing to its commercial and critical failure.  Think about it- realistically,how many works of literature can emerge in the present era of social media dominance?

-Selfie by Will Storr: A Journey Through the History of Individualism and Narcissism- Self-obsession and narcissism is on the rise across modern society. In the social media world, people are constantly seeking to portray their ideal selves online as people compare themselves to the curated lives of others. Consider that the self is a story we tell ourselves, and often that story is a lie.  Consider that the ideal self we seek is shaped by the cultural environment and the people we see as successful.  Understand that the stories we tell and believe in serve as explanations for the nature of reality and how to cope with change. This is what the book by Will Storr is about.  He traces the origins of the idealized “perfect self” back to Ancient Greece, where physical perfection and status were highly valued and how this concept evolved through different historical periods to modern times. In the 1980s  the self-esteem movement, gained strength which proposed that raising self-esteem would lead to improved social behavior and academic performance.  Schools in America and elsewhere began adopting practices that emphasized praise and participation over academic achievement, leading to a culture where students received accolades for mere participation rather than merit. This shift aimed to protect children’s self-esteem but has been criticized for undermining academic rigor and accountability. This led to a societal emphasis on individualism and self-worth, often leading to inflated self-esteem without corresponding achievements.  Critics argue this has fostered a generation characterized by narcissism and an inability to handle criticism, as individuals expect affirmation regardless of their performance.  It is now argued that authentic self-esteem should be built through personal achievements and resilience rather than superficial praise.

Experience creates tacit knowledge, but analysis counts on top of it. Mark Twain said “a cat that sits on a hot stove will not sit there again. But it will not sit on a cold stove either.” Therefore , context needs to be fully factored in. Good results = Reality testing + constant information seeking + adjusting to change Being a social animal, man’s institutions and ways of working are also socially geared. Hence EQ + practical understanding of a subject is way better than sheer IQ. In such a world, you could read all the books on making a great omelette but it could still break when you flip it over!! Personally, I am investing my time ,money and effort in learning continuously about technology as a tool and as a collaborator. Understanding impact of tech in creativity and appreciating GPTs in general requires meeting subject experts who have been there, done that ! They are at the cutting edge. They are a globally dispersed population as well. The more I see the more I knowThe more I know the more I see Over time , theory and practice get harmonised with experience.