JULY 05, 2010

By K R Bhargava, Chief Commissioner of Customs, Nhava Sheva

MANY of us desire to be important; to be seen; to be listened to; to be accepted; to be respected; to be followed etc. by others for whatever we speak or whatever we do in our office or public life. In office, those who have hunger to be so, express this desire latently or otherwise and work in that direction; whereas in case of others, desire wilts for various reasons. Those who are passionate towards this goal lead their teams, offices, organizations for gaining prominence. The leadership style, though, may vary from person to person but these leaders wish their people to carry out their advice, orders, instructions, strategies etc so as to accomplish their mission successfully in the larger interest of all stakeholders. But among us, those who are lower in official hierarchy or work in a subordinate office, they wish their seniors or head office to listen and accept their suggestions. Such suggestions when accepted and acted upon often have positive effect on many and can have large ramifications. And we, being the original promoters of those important ideas, feel great, happy, elated and motivated. In public life where there is no command system, we wish to influence large number of people by exercising our financial power, spiritual power, or power of strategic knowledge or we influence by virtue of a position given by the community to us. Some make use of money and muscle-power both covertly and overtly to influence public opinion or public which is at least true in case of militant outfits and musclemen in politics and criminal world. In a civil society, though militant outfits and musclemen cannot be ruled out for various reasons but in this article we are concerned with creating positive influence in the society and in our organizations for good of all members of the society or office community respectively. By providing finance, spiritual guidance, strategic knowledge and right kind of leadership, we want people to behave in a particular manner so that change in behaviour results in mutual benefit. But finance and muscle power when used dubiously will lure or coerce people to a particular behaviour for larger gain of the financier or ring leader. The financial power will influence people to act against their conscience for a temporary relief but from a long term perspective whole activity may not be in the interest of community.

In private or personal life, we influence our family members and relatives by virtue of our position as a senior member of the family or as an important bread earner for the family. By leading members positively, in the interest of individuals and family, we contribute towards growth and happiness of the family. And this act of influencing others further goes beyond these classes and applies to even to beggars and little children too. For finishing his activities successfully, even a beggar has also to act, behave or appear in such a way that people deliver a coin or two to him and at the end of the day, he is able to get his meals. There are varieties of beggars. There are some who sing devotional songs in praise of God; their songs have smoothening effect on our mind and we do not mind giving them a coin or two. There are others who are well built and you do not like to pay them because they can labour and earn and there are others who are incapable of working because of poor health or disabled nature and you do not mind to give them too a coin or two sometimes. But no one will deliver a coin to them if they just chill in a corner; they have to show themselves; they have to act and behave in a manner so that they can influence people to take a coin out of their pocket for them which is not very easy. Similarly, unless a baby cries mother does not feed him or her. To a little older one, mother will not get him or her toy unless either he or she has complied with the mother's instructions given earlier; or in the market, he or she cries incessantly, persists in her demand and makes life uncomfortable for parents in the market. Even though at times, it can be risky and the child may get a scolding. But largely majority of us in public may not scold the child and give in to his demand if it fits in our budget or we may reason him out or get him an alternative toy. So creating influence or influencing people is an interesting game; all of us play and have been playing at different levels.

Now, let us find out critical factors / elements that help ordinary mortals in influencing others in the material world from the foregoing;-

++   Desire and hunger to be important or to lead people

++ Desire to be seen, listened, accepted, respected and followed

++ Desire to take your people / organization to a position where they / it should be

++ Position of authority or position of some role

++ Knowledge

++ Set goal or goals for yourself

++ Work in the interest of stakeholders; ascertain their aspirations; you cannot chill

++ People /clients / customers / colleagues respond only when you act and deliver them a product; a cry, a devotional song, an idea as mentioned above

++ Have a purpose or purposes for mutual benefits

++ Strategic use of resources such as finance, spirituality, knowledge, leadership in the interest of community

++ Credibility, sincerity and transparency

++ Knowledge of activity or domain knowledge

++ Persistence in efforts and skills to convince and reason out logically people with contrary or conflicting opinion

++ Place of activity

++ Opportunity

++ Willingness to take Risk

++ Capacity of the target group

In the case of beggars, musclemen, dubious financiers influence on target or audience is a temporary phenomenon. To the large section, all this does not influence them intellectually or reason out well. In other words, it does not change their mind set. Further in case of beggars, influence on target group is miniscule percentage wise, it is temporary too; benefit to the beggar is on day to day basis and may be barely to meet to two meals. Beggary will not change life style of beggars; though rich and conservative will always need some beggars to give charity to satisfy gods or clear their sins or to take social mileage or show social responsibility etc. It needs a different kind of response from the target group. In case of dubious financiers and muscle men, law, media and people will always haunt them; though, they behave so to gain social and political acceptability. Therefore, if you wish to influence people in terms of long lasting effect, do not do following things; follow the advice given. It is important to remember; you can fool some people for sometime; some people for all the times but not all the people for all the times:-

In the foregoing, we had discussion with reference to our personal interests i.e. to be listened, accepted, respected etc. These are objectives of the beginners who may be termed as entrepreneurs. A stage may come in the life of a person when he moves forward, not for his personal gain or personal importance but he thinks beyond it; he thinks to influence people in his environment for the good of all. With this motive in mind, he takes various initiatives. For instance, Gandhi ji did not want a position of authority when India became independence and Lord Krisna did not seek kingship of Mathura after killing Kansa.

And I am not sure when sages like Baalmiki and Ved Vayas authored Ramayan and Maha Bharat respectively; they had the desire to be important, accepted, respected or followed. I do not think so; they did so consequent to their devotion to the ultimate . When you work for Him; rest of the things follow; you do not long for; these are bestowed upon you by HIS kindness but in the process, you do things that influence people in all ages and guide them in the right direction. Those who work for the ultimate; they do not long for publicity; they do not have short term objectives like appreciation from the stakeholders or people in the environment; they dedicate themselves to the cause of Almighty as Baalmiki and Ved Vayas did; and as in the service of HIS people Gandhi ji and Mother Teresa did.

In this world, men and women like, Mahatma Buddha, Mahavir, Guru Nanak Dev ji, Mahatma Gandhi, Nehru, Abraham Lincoln, Ratan Tata, Bill Gates, Dhirubhai Ambani, Baba Ramdev, Dr. Monmohan Singh, Amitabh Bachhan, Indira Gandhi, Ashwarya Roy have influenced people across the geographies and national frontiers. Some of them were born poor; some as princes and some as successors of businesses and some as ordinary humans. Buddha and Mahavir were princes but left their palaces. Guru Nanak Dev ji did not take interest in family business and left his home for holy work. Lincoln was born poor but by virtue of hard work reached White House. Nehru and Gandhi ji left legal practice and worked for India's freedom. Dhirubhai was born without much resource but built a business empire by virtue of his vision, hard work and with the support and cooperation of stakeholders / shareholders. Ratan Tata built on family business to bring it to its present level. Dr. Manmohan Singh, Bill Gate, Amitabh and Ashwarya are great professionals who inspire people. Baba Ramdev, the yoga Guru left formal school after 8 th standard and started learning Indian ancient scriptures; he influences people across the spectrum and across the globe. He has changed life style of millions.

So in view of the great role played by these greats; let us deduce from the foregoing what it takes to be a great influencer:

Now let us discuss case of Baba Ramdev, the Yoga Guru of Patanjali Yogapeeth as a case study for learning more details on the subject. Baba Ramdev has influenced the life style of, not only, people in India but world over in millions. He was an unknown entity till nineties. During this phase, he developed skills, practiced and mastered yoga and started teaching yoga to villagers in the state of Haryana. He also developed keen interest in Ayurveda and dedicated himself to promote these two for creating a Disease Free Society. Even now a well documented research in regard to various ailments and their treatments goes on in his organization. While promoting Ayurveda and Yoga, at an appropriate time, he started using T.V. channels so as to carry live Yoga programs, across the countries and geographies, to people's homes. As a result of this process, he became more visible and more popular among humans of all ages. If you view his live programs, you will notice that he uses language of commoners and conveys yoga techniques effectively to the target group by demonstrating those techniques himself. His teaching and feedback practices in camps before large gatherings help him to create his credibility, on the spot, among his clients. He teaches with passion and sincerity and respects his audience. He looks fit; performs yoga exercises at stage and leads his target audience from the front. Having become visible, effective and acceptable across communities via this electronic medium, he has moved to his audience from village to village, city to city and country to country for teaching Yoga in Yoga Camps. And while in London, he was invited to Buckingham Palace by the queen. In India, his camps are attended not only by the common people but by doctors, professionals, industrialists, politicians and ministers also. His teaching methodologies are available in hard and soft form for the benefit of people. He exudes confidence and energy. He criticises existing arrangements wherever warranted openly with material in support on merits. He loves all groups including school children and all communities. He uses media, Yoga Camps etc not only for teaching Yoga but for inculcating right thinking and right habits in people. And because of these, TRP of his T.V. programs have been very high.

He does not seem to have political inclinations and does not integrate with political groups to exercise political power as was the case with Dhirender Brahamchari and Nemi Chand Jain @ Chandraswami. He is truly nonaligned and unbiased in his approach. He takes financial help from his followers but invests for community benefit in health related projects to create a Disease Free Society. His organization has spread all over India and abroad and provides Ayurvedic treatment to people at affordable rates.

He has created so many teams to achieve his mission. He does not occupy the leadership space alone and gives due credit to his supporters and close associates. He does not shy away from discussing issues relating to Yoga and Ayurveda on public platform with experts from other disciplines in the world of health care.

To gauge his performance over a period of time, readers can log on internet and view his area of activities, achievements and sphere of influence. Whenever criticised in past by his opponents; he faced challenges boldly and proved his credentials. He is not afraid of probity.

Though, he left formal school after eighth standard but because of contributions made in the areas mentioned above, he has been honoured with a doctorate degree by KIIT University at Bhuvneshwar in 2007.

Now, let us analyse the above case study from management perspective:-

Vision: Create a Disease Free Society in India and across the globe.

Why was such a vision?

The possible reasons are:-

Mission:

In view of the size of the VISION, multipronged strategies are required and broadly, these can be as under.

++ Organize yoga camps nearer to people to explain yoga and to treat ailments using Ayurveda medicine. Proximity gives confidence; so clientele can increase.

++ Use print and electronic media to communicate with people so as to reach masses in minimum time. In other words, strategy has to proportionate to the task; it is not to gain immediate publicity but to communicate with large number of people in an effective manner. When mission is great and huge; you need to have appropriate strategy to create an impact to reach a critical stage. You cannot wait for decades to reach that level when vision is to create a Disease Free Society across the globe at the earliest. DELAY IN SUCH CAES IS PAINFUL AND COSTLY.

++ Create arrangements like dispensaries / yoga centres etc nearer to the people depending on needs so that they can take benefit with comfort, convenience and confidence at lower costs.

++ Create teams of managers and experts in Yoga and Ayurveda.

++ Create team of trusted managers who can support you in the mission.

++ Be transparent, professional and seek support of willing people; this is of great importance.

Strategies of Baba Ramdev to influence people towards Yoga and Ayurveda

In view of the foregoing, strategies can be described broadly as under:

When you wish to influence people, organizations, communities with a view to move them in a particular direction, there are going to be differences of opinions. It is important to handle those differences correctly, graciously and with great sensitivity. The Swami Sukhobodhananda says:

“Stop treating differences as conflicts. View them as points of view. Learn to appreciate variety. Appreciate differences rather than viewing them as pain. The moment you relate differences as pain, you will experience them as pain. View differences as creative versions and you will feel positive energy flows through you.”

I am sure if you go by the Swami ji's advice, energy referred in you will help you in resolving differences and thereby winning people for the desired support for the goal cherished by you.

And in Bhagavad Gita Lord Krisna says to Arjuna

“It is extremely difficult to obtain the vision you had; even the gods long always to see Me in this aspect. Neither knowledge of the Vedas nor austerity, nor charity and sacrifice can bring the vision you have seen. But through unfailing devotion, Arjuna, you can know Me, see Me, and obtain union with Me.”

To conclude, it is your unfailing devotion to your vision that helps you to bring your vision into reality.

The Caution Words

Besides Baba Ramdev, there are many others who have influenced people in recent past in different areas touching the lives of their people, organizations and businesses. The journey might not have been easy for them. They must have kept their eyes and ears open and looked for opportunities and partnerships without ignoring ethics. You can also proceed accordingly and bring meaningful change to your people. But as stated above, being influential is being powerful; and power is associated with great responsibility. Any mistake innocent or deliberate will have serious impact on you and your people. And one case in India, of recent origin in this context, is of Satyam Computers; a firm in I. T. Consultancy, employing over 40,000 employees and one of the top five in I T in India having global presence. A firm that young generation longed to join after graduating had a nose dive after serious financial irregularities committed by the top management surfaced. Though employees to some extent stand protected because of government intervention but C.E.O is facing multiagency probe under various laws and has been in judicial custody for months and is reported to be in hospital suffering from serious ailments. I am sure this C.E.O. would not have aimed for such miseries and such treatment while moving to enhance his sphere of influence in bringing Satyam Computers among top five in the country. The pitfalls need to be avoided .

And once you have grown your sphere of influence across the country or across the globe; you cannot afford to be complacent. Remember, it is tough to reach the top but tougher to retain that slot. There will be people who are envious of you; who want to dislodge you. You need to take appropriate steps to see that ‘All continues to be well with you and your organization .' Failure to do so is disastrous. Death of some students in schools run by organizations of Sant Shri Asaram Bapu is a case of relevance in this context. These deaths involved protests from people in Ahmedabad and elsewhere and hit the BRAND IMAGE of the organization and Bapu Ji.

(The views expressed are personal of the author)