Brand New From Bagchi

Just ordered the new book by Subroto Bagchi- The Professional on flipkart.com. Triggered by reading an ET interview of Subroto - How do you align knowledge with customer needs? Bagchi says - There are three layers of knowledge - technical, experiential and existential.

Most Indian firms and professionals are very good in technical skills. You are given a set of specifications and you deliver the best project, but that’s about it.

However, if you look at what Nissan did years ago while exploring to enter the European markets, they were focused upon the experiential aspect of knowledge. Nissan sent some 200 engineers to Europe with each driving almost 2,500 kilometers across different roads to understand what it takes to be a motorist in Europe. The engineers came back and then defined a design. This is like stepping into the shoes of your customer.

But this is not all. You also need to get into the mind of your customer, which is all about existential knowledge. Companies such as Sony and even Narayana Hridayalaya are great examples of such companies. Since each of these knowledge layers is separated by a glass ceiling, we need to break free.

Looking forward to reading the book...