Opinion Seny rauxa pull for business

Among those fleeing Spain were artists Pablo Picasso (1881-1973),Joan Miró (1893-1983) and Salvador Dalí (1904-1989). Their revolt against the Spanish political situation was so strong a friction that it let loose very high rauxa (crazy energy) from them. That rauxa created a phenomenal pull factor in the world,raising high their name branding as painters. At the same time,the command they had over their craftsmanship and the cause they espoused were extremely seny (rational). Picasso,among history’s most prolific artists,worked in France. His most famous painting,Guernica,was inspired by his revulsion at the bombing of the Basque town in Spain’s Civil War. Versatile Miró created a distinctive,witty style blending surrealism and abstraction. Salvador Dali,a flamboyant painter,sometime writer,sculptor and experimental film-maker,is probably the greatest Surrealist artist who worked from France and the US. He used bizarre rauxa dream imagery to create unforgettable landscapes of his inner world. The unmistakable seny rauxa balance in these Spanish artists’ works was so powerful that they continue to create waves across cultures,helping people see things differently even today.

Spaniard Antonio Gaudi’s architecture was totally rauxa. He translated human flesh into brick and mortar,but his architectural plan was seeped in seny. The fanatical virtuoso Spanish flamenco guitarist Paco de Lucía brought rauxa in his guitar stroke and sound,but was totally seny in Western music’s scientific grammar. Spanish filmmaker Luis Bunuel founded Surrealism in films with totally rauxa attitude based on seny film techniques. In his famous 1967 film Belle de Jour (Daytime Beauty) he illustrated rauxa in France’s sophisticated but incestuous high society. The film exposed the power of women much ahead of time as the first Women’s Liberation Conference was held later in 1969 at Ruskin College,UK.

This seny rauxa paradox from artists,cinema,music or architecture was highly recognised by the masses. In their day-to-day social context,the public may only have seny without the occasion to express rauxa,but the seny rauxa contradiction provokes and stimulates them,creating a huge pull factor. Digital technology is making today’s world seny,that is,logical. So you may miss the blend of seny rauxa in business areas such as building leaders,how you treat your brand or how end-customers look at your organisation. If they are indifferent to your brand,it means your market value will be very low,so you can imagine how this impact can drain your bottomline.

Brands of any category,or corporations in any industry,are totally framed around the end-customer’s five sensorial facets of seeing,smelling,tasting,hearing,and touching. These five senses ignite purchase behaviour and bring business to all companies. But these senses touch every end-customer’s mental chord differently. If you are only seny,you will not be perceived,being only rauxa,people will consider you mad. But your seny rauxa blend can create the pull that converts to the act of purchase. Take Apple’s devices,their look and application procedure are totally seny. But Apple encourages customers to experience their own rauxa by what’s inside the product or service. That’s why,Apple’s brand pull,admiration,bottomline and market cap are all so seny.

McDonald’s is another seny rauxa balance. In the heart of the world’s most expensive,classy boulevard,Champs Elysses in Paris,McDonald’s mesmerises masses who cannot afford any other restaurant in this up-market place,to enjoy dinner at 5 Euro per person. Crossing Nashik,Maharashtra,five years ago,I found McDonald’s here too. The outlet’s young PR person from a nearby village took me on a tour of their backend. He said the first thing employees are required to do every morning is clean their hands up to their armpits with soap and water in a separate sink in the kitchen. He explained how they don’t mix vegetarian and non-vegetarian food. He then opened a dustbin with fresh-looking hamburgers. These were fried but not consumed within a certain period of time,so McDonald’s required that they be trashed. Such processes are all part of seny,including selling a Rs 20 hamburger in a sophisticated McDonald’s in India. But end-customers visit an American McDo anywhere in the world to experience oversize rauxa energy. They feel crazily rauxa clicking photographs with McDonald sitting on a bench. This crazy energy (rauxa) is McDo’s familiarity.

India’s below 30 Zapper generation is wrapped up in seny rauxa,as I’ve explained in my earlier piece,BUG mania; they love the Bad,Ugly and Good combine. In their psychology,good is the seny,and bad and ugly the rauxa. If you’re not in tune with the seny rauxa balance from the end-customer’s perspective,stagnancy may prevent your way forward. So bring in the seny rauxa pull into your corporation and brand.

Shombit Sengupta is an international creative business strategy consultant to top management. Reach him at http://www.shiningconsulting.com