By Sujit Patil,
VP & Head - Corporate Communications Godrej Industries Limited and Associate Companies
Weekend farming has been and continues to be one of my biggest energizers. While the joy of farming and gardening is immense, to me it is also amazingly analogous to the stints in sales, strategy, marketing and communications that I have straddled.
As my hands get busy pulling weeds off the vegetable patch at my farm in Karjat (where I am currently experimenting with organic ways to grow spinach, radish, cucumber, bitter gourd and a few other vegetables), the fragrance of the soil and the cool breeze provide a serene setting to reflect on my corporate journey so far.
I actually experience the fact that Mother Nature can be one of the best teachers and lessons can be learnt just by being observant! Sipping on a unique blend of tea that my farm help brews with leaves of the lime tree, I get instant energy during breaks, and my refreshed mind draws interesting parallels between farming and running a business, which I have tried to articulate below.
Business environment is critical
If the season is not right for certain vegetables or the market/economy is not conducive for your product, it is common sense not to invest in resources. I mean, while mangoes are just perfect, trying to grow passion fruit in Karjat would probably be like attempting to cut a coconut with a shaving blade! Diversifying your business in an unrelated area that you know nothing about (without research and competency) is like trying to grow something in a hostile environment, unless of course, one has the resources to create the right ambience, say greenhouses!
“You reap what you sow” runs on the Pareto principle
Not all seeds that you sow will germinate. Half of the seeds sown in an organic way (without chemical protection) are either picked up by smart birds or rodents who nibble on the sprouts in the night. To maximize the yield, you have to ensure that you keep sowing more and keep protecting what you have sowed. Likewise, 80% of your revenue comes from 20% of your customers. A smart salesman has to protect customers from competition, keep pitching for new ones and constantly enhance the prospect base. Higher the base, bigger the probability of a sale.
Nurturing is a must
Our plants and vegetables need proper sunlight and water (organic, you see). I laughed when someone advised me to speak to my plants and, honestly, I did not have the last laugh! I found that the more I cared for and nurtured them, higher was the yield. TLC works. Similarly, communication is a must; customers need attention, they need to be given importance. Getting them to sign up is not enough. The concept of customer relationship management must have certainly emerged out of inspiration from a well-managed farm or a garden.
Periodic weeding is essential
Weeds suck up the soil nutrients, are useless and make the farm look bad (reputation management). They can sometimes lead to a crisis by killing the main plant. The yield is hampered; what a direct connect this is with any organization’s well-being. Periodic pruning of toxic elements, be it disgruntled or rogue employees, unproductive policies, systems, processes or just too much of debts, is essential. Just like weedicides (hopefully organic) used on a farm, it is essential for organizations to have systems in place to eliminate wastage of resources.
Interdependencies rule
A successful farm is a classic example of thriving interdependencies just like an organization with engaged employees who work seamlessly across functions. Stray cows (will own them someday), grazing on the farm provide manure and the ticks on their body are food for the birds around them. The pollen-carrying bees that get nectar in return from the flowering plants is such a symbiotic relationship. Do I have to even explain a corporate parallel!
I agree it is the 4G era and patience is rare. However, good results; be it in farming or business – are not like instant coffee. They need significant nurturing. The 4 P’s of farming (and this is my original) – Planning, Planting, Passion and Perseverance - hold true even in business. The 5th ‘P’ in my case, apparently, is my surname ‘Patil’!
Feedback: sujit.patil@godrejinds.com
