Do it for the people (Do it for your brand)

At the recent TEDx speaker dinner, it was a privilege to meet some of the brilliant minds (goes without saying), across geographies. At first, the venue and the casual environment made me question the whole event. I have always been exposed to formal events spent hearing the guests and not really socialising before I have heard them. So, it began with a twist. Then there was no specific agenda on email or message or any placards about the same. Slowly, every individual swam through the crowds introducing themselves and engaging with the speakers. What was special – how easily all the speakers blended in and had no hiccups in hearing from the audiences about their endeavors.

Change. This format got me back to the simple basic of adjusting to change. Often in our city- based corporate / startup environments, we forget to accommodate to unexpected situations. Most often we wish to fight against the tide and sometimes we opt to settle for what’s offered. This special evening nudged all of us to get out of the bubbles and speak to humans (imagine so tough for a generation steeped in social media). And this was the real joy, atleast for me, because physical engagement with people is my serotonin.

Now back to the title. One thing that every speaker expressed was – I did/do it for the people. Obviously, this was after I asked what motivates them to keep going on. And the reason I asked – prior to the evening I researched all the speakers. It was brilliant to see their presence on YouTube and very few media articles or interviews about them. For a Communications professional, this always puts me in doubt. If the individual’s (or brands) idea is so unique and beats every innovation, then why hasn’t media gone gaga about it? Something that merits recognition should get its due visibility across media. But this is how one needs to adapt to a new lens. Ideas that are making an impact should showcase their proof of concept on-ground for a longer duration, before creating enough and more buzz across media. This is where everything made sense – crystal clear focus of every speaker is to contribute towards bringing about an impactful change. Simple.

The “real” motivation. The problem statement that every speaker was / is trying to solve, came alive after they saw the suffering of the audiences around their ecosystem. For instance, one of the speakers Dyhia Belhabib: Ocean Crime Fighter, started saving the oceans because she witnessed people losing their livelihoods, every time the ocean and ecosystem was in danger. She wanted to protect this and just this. Parmita Sarma: Education Reformer works with her husband in the Northeast to reform education at government schools. Again, she is doing this for enhancing the lives of the people and empowering them with education. And somehow, every speaker in their own way was able to share why they did, what they did, for the people. All these conversations were one-on-one, so not something they all shared together on a panel.

Let Go. Yongey Mingyur Rinpoche: Tibetan Monk & Happiness Author spent his time making us realise how easy and simple life can be and why we shouldn’t complicate it. So, his philosophy to “let go” and continue caring, was a beautiful lesson to inherit.

Now apply all the above in your life as a Communication Professional. Easy? Makes Mondays and all other days less manic? Maybe yes. Our times have become extremely difficult and definitely stressful. So, let’s get innovative in staying passionate about our jobs and learn from all experiences. Do it for your brand – maybe as a mantra this will takeaway all the mental exhaustion and bring back the passion we once shared for this profession. (And yes, do it for yourself, because you are a great brand story to share too!).

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Pooja Trehan

Pooja Trehan, VP, Communications & Public Policy.

Building brands through story-telling is what keeps me going! Having spent 18years in this industry, I am far more excited to experiment on what's next to unlearn. Worked with industries across FMCG, Oil & Gas, Technology, Fashion, Telecom, Media House, F&B and now Sports, my curiosity to craft a narrative only gets deeper. Marathons, Black Coffee, learning about Scotch and Malts, reading everything i can, travelling, are few of other personal passions that I happily pursue.