My podcast is like a homemade cake :)

How will you stand out even once you don’t have a ton of cash to burn? That’s the subject of my shiny new podcast. And since I wish to make use of the ability of AI whereas retaining the authenticity of my voice, I’ve chosen to do that as an end-to-end venture – I script, document, edit and add every of the podcasts and clips myself. I’m completely revelling on this inventive expertise – a return to the craftsmanship of communication. Sure, there are flaws, however I hope you’ll settle for it as part of the authenticity of the expertise. 

Due to Payal Nath, co-founder Kadam Haat, Radhika Mahadevan, founder, Birsdong, Cathy Chandhok, CMO, QualityKiosk, Poornima Couto, CMO, SLK Software program, Anu Raj, CMO, Mahindra Finance, Smita Murarka, Advertising Professional, Monisha Devaiah, AVIXA for sportingly agreeing to be the primary cohort of my podcast friends.  Due to BHIVE my coworking accomplice for permitting me to make use of their area for shoots.  March 8 is Worldwide Girls’s Day so I kicked off my podcast with advertising leaders.  

Why would I not outsource this podcast? As a result of I feel we’re on the cusp of a brand new period, an AI enabled period, the place creators will likely be free of the mechanics of execution. However with a view to profit from automation, it’s essential to first perceive the method in all its nuances. Let me do a throwback to 1998, the daybreak of digitization for me.

“I used to be kidnapped within the line of labor” – Payal Nath, co-founder, Kadam Haat. How is that for a screening query for a brand new rent

What is WYSIWYG?

I awoke with a begin because the tremendous fancy color printer in Sharad Haksar’s picture enhancing studio ran out of paper. Me, Sharad and our artwork director, Shivan had been doing an evening out within the studio to refill the paper as we printed a mock-up of Infosys’ first company brochure.

“Are you able to deal with making one company brochure a 12 months?” I used to be requested in my interview for the position of brand name supervisor at Infosys. At Ogilvy and Mather in these days we took per week or two to make a brochure so I confidently answered, sure. I received the job and shortly found that there was a slight mismatch of understanding of the work concerned. Mr Narayana Murthy launched me to the phrase “WYSIWYG” which in these days of dot matrix printers was er, troublesome. However we persevered and although it took 6 months the output was stunning – wonderful pictures, crafted content material and beautiful paper. I want I had a duplicate – it was artwork.

That brochure was craftsmanship – each bit was rigorously created by consultants. In the present day between a chat software and Canva it’s attainable for anybody to create a company brochure in round an hour. It can nonetheless lack authenticity, a differentiated messaging, and possibly even factual accuracy. It can simply add to the huge quantities of polished blah that’s flooding the web.

However a day or two ought to suffice for a reasonably nuanced and good wanting piece of communication to be created by somebody who understands communication and design.

The top of the company video

The company brochure was very effectively obtained by the gross sales workforce and the shoppers. I want I might say the identical for the company video. That venture was technically extra difficult, took practically a 12 months to finish, and was a tad outdated by the point it was executed. It was too lengthy, too boring, too large a file dimension, and in its goal of overlaying all the pieces didn’t speak to any audience specifically. I realized that it is extremely exhausting to create a single story that resonates with a number of shoppers with advanced wants. Movies in these days had been costly and unwieldy and we couldn’t afford one per service line or area, so I feel we simply stopped making them until manufacturing prices dropped.

CMM Stage 5 – for advertising

CMM stands for functionality maturity mannequin, and was the bedrock of the Indian IT providers trade. Stage 5 meant that your processes had been repeatable. We utilized the identical to advertising as effectively, and as quickly as we did one thing proper, needed to submit a course of doc in order that it might be replicated by somebody who had by no means executed it earlier than. Infosys advertising had documented processes for consumer visits with sub-processes for gate safety and menu choice, our model guideline was there with the required fonts and paper for enterprise playing cards and so forth. As soon as a course of was documented, it might be repeatedly executed by a number of folks. Not everybody might create a course of – that required ability, information and craftsmanship.  However working a course of reliably and repeatedly required a distinct set of abilities.

Not everybody can create a recipe for a cake, and baking the identical cake each day to the identical recipe is a distinct mindset all collectively.

What does AI do to the inventive course of

It democratizes it. It separates ideation from the mechanics of execution. However there’s nonetheless a course of to be adopted to get an excellent output. And the skilset required to design the algorithms and workflows is totally different from the skillsets of execution. It brings down the associated fee and time of manufacturing. If I needed to create a video for Infosys at present, I wouldn’t. I’d envisage one per outlined audience. As a result of know-how simplifies the mechanics – not the artwork – of storytelling.  It frees us within the pursuit of making communications and merchandise tailor-made to a single buyer. 

I’m going to drop one new podcast each week. Do subscribe to The No Money Marketing Podcast! In every podcast we focus on low price advertising, the affect of Gen Z on the office, management challenges and recommendation for fellow entrepreneurs.

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