Brands & Billionaires Of Tomorrow Will Be Built On The Internet


Of the nouveau billionaires on the block, the ones causing maximum disruption are those running technology firms; by RAJITA CHAUDHURI
Anybody can be a Billionaire
The annual list of the world’s billionaires is out. There are 1,810 billionaires in the world today (down from 1,826 last year). However, what’s interesting is that approximately 65% of these are self-made billionaires. Billionaires of today are not necessarily those born with a silver spoon; rather, today, like never before, the world is seeing the birth of billionaires who have started from ground zero and made it to the top. Out of the whole list of billionaires, 198 are new to the list; and of these newcomers, a large portion has come from the fields of manufacturing, real estate and technology. Out of these three fields, the one that’s causing the largest disruption is the field of technology. Take a look at the newcomers on this list and you will see that most of them are heading companies that are rich in technology and not physical assets. The newcomers are Pinterest cofounders Evan Sharp and Ben Silberman, Flipkart cofounders Sachin Bansal and Binny Bansal, WeWork cofounders Adam Neumann and Miguel McKelvey etc. In fact, look at the guys at the top: Bill Gates has been at the top for 17 years out of 22 years, Jeff Bezos has moved up from the 15th to the 5th spot, Mark Zuckerberg has moved up to the 6th spot. This just goes on to prove that technology will be the game-changer of the future. Technology has a lot to contribute towards making the world really flat. While America used to be the hub of a large number of billionaires with New York boasting of the largest number of billionaires in the world, things are changing. While at 79, New York still has the largest number of billionaires, Hong Kong is fast closing in with 68 billionaires. Interestingly, out of the top 10 cities with the largest number of billionaires, 6 cities were from Asia this year and New York was the only American city in the top 10. Most of the billionaires of the world are today from the Asia-Pacific region and not from the United States. Add to this the fact that out of the newcomers to this list, the maximum were from China. So while earlier it was oil, minerals, real estate, which were responsible for creating billionaires, today technology is making billionaires faster than ever before. Huge developments in technology are also key reasons that more and more of the young guys are challenging the biggies in the business and disrupting things like never before. The Internet has opened the doors and given access to knowledge, finance, people etc to an extent like never before. Look at the new and hippest brands of today – Airbnb, Snapchat, Uber, Flipkart, Dropbox, Snapdeal, Ola Cabs, InMobi, Zomato – they all have young guys at the helm of affairs taking on the world armed with just a powerful idea. All these companies mentioned above are “unicorns”. This means that though they are private companies, yet they are valued at $1 billion or more. For example, Uber is valued at $62 billion, Airbnb $25 billion, Ola $5 billion etc. This is something that was considered unthinkable before the Internet revolution. That a company like that could really exist, was considered a myth –hence Unicorn!
The billionaire mindset: Don’t be afraid! Don’t be afraid to dream big. Don’t be afraid to fail big either. Don’t be afraid of criticism. The whole world will tell you how it cannot be done, so relax. All you need to be sure of is that you want it to happen and you have to want it real bad. In fact, the easiest way to know that you have a great idea is when everybody says it won’t work. Be sure you have hit the jackpot. All great ideas were called stupid at the start, but the people behind the idea never lost faith in themselves or their ideas and made it happen. Don’t be disheartened if you don’t know how to make your idea happen. If you need to learn a particular skill – it’s right there on Google. If you need to know how Harvard and MIT are handling a particular course – it’s right there on edX for free. If you have acquired all knowledge and now need to make an app, a website etc, again you can access numerous resources on the Internet for free and make one at almost zero cost. Your prototype is ready, but now you need the funding. No worries. Just as the social media has changed the way we connect with friends, it has also changed the way we raise money for a business idea. The concept of ‘crowd-funding’ is growing in popularity and more and more entrepreneurs are reaching out to people on the social media platform to fund their ideas. Sites like Kickstarter, IndieGoGO, ProFounder, Buzzbnk, 33needs, AppBackr, CauseVox and numerous more have helped so many ideas come to life. You don’t have to be a technology giant to compete with Apple watches. The company Pebble proved that twice. Once in 2012, when they had an idea for a watch and went to the site Kickstarter with their idea. 85,000 people loved the idea and pledged money to help Pebble realize its dream. The company raised more than $10 million (10,000 percent of the goal). Then again in 2015, when they wanted to improve the features of the watch, they went to Kickstarter again looking for a funding of $50,000. In less than an hour, they could raise $1 million, and by the end of the campaign, they had got more than $20 million funding from numerous people across the net. Hiral Sanghavi, a frequent flier, had the habit of forgetting his neck pillow on flights. So one day he and his wife Yoganshi Shah decided to develop a travel jacket that would have a neck pillow, an eye mask, gloves, blanket… everything. They went to Kickstarter looking for $20,000. They landed up with more than $9 million. From smart watches, to wireless headphones, to 3D printers… all kinds of ideas have found people who were interested in them and supported them. As I said earlier, you don’t need to be born with a silver spoon to make your big dreams come alive.
What you don’t need today You don’t need piles of cash, you don’t need a rich uncle either. You don’t have to go to Harvard or get a degree from a famous place. You don’t need any infrastructure to house your company. You don’t need staff as you can find numerous virtual assistants at a fraction of the cost and without any hassle.
What you definitely need You need to believe in you and your idea. You need to be able to articulate your idea well. As the saying goes: “You only get one chance to make a first impression”. Be it a meeting with an angel investor, or a venture capitalist, or a presentation on Kickstarter, you have to be very sure that your idea sounds interesting and investment worthy. If you are not articulate enough, you can lose out even though your idea had a huge potential. You need to have a great network. You need to know how to significantly make your presence felt online. You need to know the way to get the attention of your niche audience in this very crowded space. Once you have mastered these things, it’s just a matter of time before your name appears on the next Forbes list of global billionaires. Great passion, a clear vision, a concrete plan, a mind blowing pitch and you are ready to count your millions!… Or billions, if you may!!!

New kids on the block

The new set of consumers is going to be very different from the old set that we as marketers have been used to; and hence reaching out to them is going to be different too. Look around you and you will see a generation that’s growing up in households with no landlines as everybody in the family and outside (even the vegetable vendor) has a mobile. This generation is growing up in schools where most projects and assignments are typed, so they don’t write much with pen and paper. This generation is growing up in a world where ‘instant’ is the buzzword – from food, to movies, to shopping –they want it instantly and they are actually getting it instantly too. This generation values its Internet connections more than anything else. It’s a whole new world, a whole new culture that is emerging.
This generation is going to impact the world in a way no other generation has impacted; and it’s going to influence other people of other generations too.
So it’s imperative that we as marketers understand them well and keep a close eye on them as our survival depends a lot on them.
GEN Z WANTS TO LIVE A LIFE WITH NO STRINGS ATTACHED
It wants to do a lot and does not like to be tied down with useless commitments and useless baggage – like EMIs, like annual maintenance contracts etc. Basically, they want to live with no strings attached.
This is a generation that has grown up in an era of huge economic turmoil; they have seen their parents struggle with jobs, money, recession… they are thus very cost-sensitive. Add to this the fact that they are very aware of what is happening around them, as they are constantly connected with each other. They are also huge consumers of media, so they are a very smart generation to deal with. Gen Z is not just very aware, it’s socially conscious too; it’s environmentally conscious too; and it’s going to change the way the world works!
Let’s take a look at how things will change in the future.
THE FOURTH ‘R’
We all know the three ‘R’s’ – reuse, recycle, and reduce (if you are from the old school, the 3Rs used to be reading, writing, arithmetic).Well, this is so last generation. The new ‘R’ is Rent! Gen Z takes less pride in ownership, especially when there are better options. Ownership is not just expensive, but can slow you down. So, while the Millennials (generation Y) loved the concept of renting designer-wear, which made startups like ‘Rent the Runway’, ‘Bag, Borrow, Steal’ etc gain huge popularity, the new Gen Z has taken renting to a different level. They want to rent and rent-out everything and anything you can think of.
Why buy a music album when you can stream it instantly? So they prefer to spend on a pro-membership of the site Spotify than buy music!
Why buy a car when you can hire the latest one from Uber?
Why buy a house and spend all your savings when at $200, you can log on to Airbnb and hire a castle somewhere in France!
SnapGoods shows you how to make money by giving your stuff on rent. It allows you to rent high-end items like cameras, musical instruments and the likes. If you have some expensive items, then you can put them on hire too.
Why hire a kennel when you can hire a home to take care of your dog when you are out on a vacation? DogVacay is a site that lets you do just that – it connects you to a home that’s ready to take care of your pet.
Sitting free and want to rent out your free time? TaskRabbit lets you do just that. You could bid to do tasks, ranging from delivery to office-help, and people looking for such services can send you a request and hire you.
Saw a swanky car in your neighbourhood and want to take it for a spin?
Getaround helps you do just that. If you have a great car and will not be using it for some time – maybe you are going on a holiday, or are unwell, or whatever – you could put it up for hire on Getaround and earn some cool bucks. Considering that Getaround had an insurance cover of $1 million from Berkshire Hathaway could help you in putting those gorgeous wheels on hire with a little more peace of mind.
Got spare cash? Put it to good use with the Lending Club, a peer-to-peer network where one can borrow hard cash. It gives you better interest rates than your traditional savings accounts. So why let your money waste in a bank when it can make more money for you at the Lending Club.
Sharing is the way to go. According to The Wall Street Journal, digital music sales on iTunes have declined, and so have the sales of books on Amazon. What it means is that ownership of any form – digital or physical – is on the decline, and new business models need to be put in place quickly. So Apple’s Tunes Radio now streams music. It’s got Beats too into its fold to make streaming even better. Amazon now gives books on rent.
Warby Parker, the iconic online sunglasses and reading glasses’ retailer, has a leasing program where you could change your sunglasses every season. If renting is the new success mantra, then Warby has shown how to do it. Why buy an outlet when you can rent one, or even create one? Buying a shop or retail space is very expensive. So Warby Parker started selling glasses online and – thanks to all the saving – it could sell them at a very low cost. If there were some fussy customers who still wanted to try on their glasses before buying them, Warby Parker found an interesting way to reach them – through ‘pop-up stores’. They hired a school bus and changed the interiors and called it the Warby Parker class-trip. The bus went to the customer when he refused to come to them.
Just one day before the NY Fashion Week, Warby Parker went to the New York public library (the library had no idea what was going to happen) and at a designated time, 30 models – each one carrying bright blue books – entered the library, sat down, opened their books, and started reading – of course, wearing the latest collection of glasses from Warby Parker. Forty editors, who were supposed to cover the New York Fashion Week the next day, had been invited earlier. They went crazy when they saw this and could not stop clicking pictures. Security at the library too went crazy but could not do much as everybody was just sitting and reading.
The new generation has its own rules and you need to bend your rules to suit them, for this new generation of digital nomads will have it no other way. They love their digital gadgets and it’s through these that you can reach them, however you need to connect with them in the way they like – and not many of them like to buy, they like to rent!
They are totally prepared, totally aware, totally connected – much more than any other generation, they want to make a difference; they know that they can make a difference and they are quickly changing the world – and rewriting the rules.

What’s common between Narendra Modi, Sholay, Microsoft and The Beatles?

Narendra Modi is the new star of the political world, whose charisma refuses to fade. He has given hope to not just his nation but the world too. His success run just doesn’t seem to end. However, if you look closely you realize he is not a one-man army. There is another person always next to him, his close confidante who is equally responsible for the thundering success of BJP and Modi. The man is Amit Shah. Together, the duo is creating magic. They are the best partners and their partnership is the secret of their success.

POWERFUL PARTNERSHIPS.
Modi and Shah are the new age Jai and Veeru of Sholay! The iconic film and its unforgettable story of two friends is the best example of what a great partnership can do.  

PARTNERS
History is full of examples of great partners. Be it Narendra Modi and Amit Shah or Sherlock Holmes and Watson. It’s the pairs that together have done wonders and achieved great results. Man is a social animal and the smallest possible social unit is a group of two. However, the dynamics of this group has rarely been studied in depth. Numerous success stories have had a pair at the center. Look at the rock band The Beatles. At the heart of this were two extremely talented people John Lennon and Paul McCartney. They were both extremely talented individuals and when they paired up, they helped ignite the hidden fire within each other. As a result, together they produced music, which was a class apart. 


When two people who share a great chemistry come together, they create magic. Look at Hollywood. Some of the best films ever made had a great team of two behind them. The super successful Star Wars trilogy and the Indiana Jones series had the dynamic duo George Lucas and Harrison Ford behind it. Clint Eastwood and Morgan Freeman both iconic actors created great films like Million Dollar Baby and Invictus. Who can forget the most iconoclastic director Martin Scorsese who has created a place for himself in history by directing films like The Wolf of Wall Street, Aviator, The Departed and many more. His lead actor and constant partner Leonardo DiCaprio being equally responsible for the super duper success of these films. Both of them together ignited the screen with celluloid drama that is rarely seen. That’s the magic of a great pair. The same chemistry can be found in Bollywood too. When Karan Johar and Shahrukh Khan came together, they created wonders; so did Rakesh Roshan and Hrithik and also Salman Khan and Sooraj Barjatia, making films that created history at the box office. The pairs worked so well that whenever they were put together they brought out the best in each other, which was visible on screen.

A pair that works well together wins more. 

PARTNERSHIPS
In the corporate world too, successful partnerships are aplenty and one of the key factors is the ‘right chemistry’ between the two parties. Some of the biggest brands of today had at their heart two people who were driven by the same passion and shared the most productive partnership. They complimented each other and their combined skill sets made them one of the strongest business units in the industry. Bill Gates and his school friend Paul Allen loved hacking and loved computers and together created Microsoft. If these other two childhood friends loved computers, then these two childhood friends loved food and even did a correspondence course in ice-cream making together; and as expected, Ben and Jerry together started the very successful ice-cream brand ‘Ben&Jerry’.

These two people became friends while on a summer job and their friendship was the foundation of one of the greatest brands in corporate history. Steve Wozniack was a master in analytics and the late Steve Jobs was a master marketer; together, the two Steves created Apple.

A two-week camping trip brought Bill and Dave together and they became best friends who later discovered how similar they were. And together, Bill Hewlett and Dave Packard started HP (Hewlett-Packard).

Think of almost any big brand of today and at the helm of each, you will find two friends, two people who share a great camaraderie and a common passion. 

Think eBay – Jeffery Skoll and Pierre Omidyar.
Think Twitter – Biz Stone and Evan Williams.
Think Whatsapp – Brian Acton and Jan Koum.
Think P&G – William Procter and James Gamble.
The list goes on. 

PARTNERS IN CRIME
Not all partnerships are for a noble cause however!

You saw the movie Bunty aur Babli and the terrific partnership of the duo. History is full of such examples of partners who used their compatibility and understanding to execute the most dangerous of crimes! In fact, ‘partners in crime’ has been the plot of many successful blockbusters both in Bollywood and Hollywood. Sholay still remains one of the most memorable films of two friends whose partnership is so beautiful that it makes you cry every time you watch it. In Hollywood too, movies like Butch Cassidy and the Sundance Kid showed the life of the criminal duo Butch Cassidy and his accomplice Harry Longabaugh, better known as the Sundance Kid.

In fact, criminal duos make for an interesting study too. Like Butch Cassidy and the Sundance Kid who together robbed trains, lockers, and people and made a lot of money, there have been many famous partners who were always on the other side of the law. Bonnie and Clyde – the most well known American outlaws – carried out the biggest crimes in US history during the 1930s. Together, they always managed to outsmart the police until one fine day in 1934, when they were ambushed and killed. The James brothers too had a dark history of robbing and killing people. The Lonely Hearts killers were again a couple that used to woo lonely single women, rob them and eventually kill them. Yes, agreed, what they did was illegal but because there were two of them, they could outwit the police, the authorities and were almost untouchable.

PARTNERS OR RIVALS
There are some unique partnerships, which bring out the best in you. Paul McCartney and John Lennon were partners but also serious rivals and as a result, they brought out the best in each other. Each wanted to outdo the other and this healthy competition gave the music industry some of the best music ever. If you can find a partner who fires you up and challenges you and pushes you beyond your limits, never let that person go. He will help you reach your highest potential. 

It’s something similar to Batman and Joker or Spiderman and Green Goblin. The Joker brings out the best in Batman. He is a genius and finds limitless ways of tricking Batman keeping Batman always on his feet. Batman has to be at the best of his best, if he has to stay ahead of Joker. It’s not really your traditional partnership but the rivalry brings out the best in both of them. Similarly, the Green Goblin, in his quest to destroy his rival Spiderman, pushes Spiderman over the edge and makes him perform at his best to stop the villain from winning.  Sometimes, a smart rival can also be responsible for your success. In your fight for supremacy and to put down the rival, you actually achieve the highest levels of excellence. It may not be the most pleasant of partnerships, but it keeps you on your toes and prevents you from becoming complacent. 

TOO MANY COOKS
You have heard the saying ‘Too many cooks spoil the broth’. That’s the problem with teams that are too large. Our brain is not designed to handle too many people. As a result, small teams are always more efficient than large teams. How to know when a team has become too large? According to Jeff Bezos, the ‘two pizza rule’ is the best way to decide that. According to him, if a team can be fed on two pizzas, it’s the right size. Any team where more than two pizzas need to be ordered is too large. When there are too many people working on one thing, the group may suffer from something known as ‘groupthink’. The group stops thinking independently and soon everybody starts agreeing with every one else. That’s a waste of resources to say the least. 

Apart from this, a small team ensures that everybody and their contribution get noticed. For groups to function well, they need to have a common objective that unites them. In the ancient times, when hunting was the prime activity for survival, men went out in small groups. If successful, they all feasted; and if they failed, they all went hungry. Thus, the size of the hunting group never exceeded ten. They were united and worked better and more cohesively as rewards and punishments were the same for all. The world today is not very different. If each team member is rewarded, praised equally and reprimanded equally too, there will be more cohesion and unity and hence higher levels of efficiency. The human brain works best when the team size is small. Look at most sports teams – the size of almost all teams are around ten or less. A jury consists of 12 people. Every successful army – be it the British army, the US army, even the ancient Roman army or even the army of Genghis Khan – had a ten member team around which larger formations were built. To sum it up, if there are too many people, it’s always going to spell trouble. The smaller a team, the more efficient it is. The smallest team size is two, and in many cases this probably is the size that works most efficiently. Finding the right partner is the key to achieving great heights. 

In life too, if you really want to live it to the fullest, go ahead and find the right partner or even the right rival. That could be the turning point in your life, career or business.