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Wednesday, September 6

Mindset Jugaad, Ideas Hazaar

Was wondering, in recent times ad agencies and other media eco-system allies have really been prolific in what is loosely labelled as 360 ideas! There is no surprise in this. Our culture, mythology, religion, constraint economy roots have all led to this jugaad-thinking.

However, the flip side of this quick-fix/ jugaad mind-set is that the rate of break-through ideas is quite low when the going is smooth.

Jugaad is creativity during constraints. I feel what we now need is creativity during times of plenty. It's like for the next phase of Amul's rise as a dairy and marketing company, they will have to re-invent themselves. Which they are doing very well! What's the anti-dote to Jugaad. Any ideas??

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