Over the course of my many years, I was always poked, and sometimes made fun of, when I would wear my corporate suit and tie. This was the corporate uniform.
Of course, the uniform changed over the years. When I started on the shop floor, in a steel mill, I would wear a standard factory uniform, dark blue goggles to protect my eyes from the intense light of the electric arc, and a helmet. My shoes had an additional sole, made from truck tyres.
When I moved to consumer sales, I would wear a grubby shirt, and a grubbier set of trousers.
You see, I graduated to the suit and the tie. I rebelled against the tie and the suit, as it is generally most unsuited to the Indian climate, and I believe that a tie cuts off blood supply to the brain.
Now, in photography, I wear jeans in winter, and cotton trousers in summer. And, I try and wear a hat, and a bandanna.
We love uniforms.
Even GodMen have uniforms
In the old days, and even now, an Indian GodMan would be a chap with matted hair, a beard, almost naked, and with ribs poking out from all over the place.
Then, the Beatles discovered India, and life changed. Suddenly, one of them popped up at Woodstock. Rajnish acquired 97 Rolls-Royce cars and moved to Oregon, where he had an estate bounded by electrified fences. His bald pate was bounded by a well groomed beard in the southern part of the facial country, and a diamond studded woollen cap in the northern part of the facial country.
Sri Sri Ravi Shankar wears long hair, which is thinning, a beard that is coloured black and a saintly smile. He peddles an avuncular air, products at the international airport, and organises world culture festivals that pollute the banks of the Yamuna River.
Then, there are the middle level, like the lady and the gents you see in the pictures above. Each tries to stand out from the motley crowd in their own humble way.
The one on the left is more traditional in his garb, though I would not want to be alone with him in a deserted alley at night.
The one in the centre looks like a retired uncle, showering benedictions from on high.
The lady wears a rainbow turban, and looks like she would be at home jiving to the music of that death metal band – Arch Enemy. Keep in mind that the lead singer of Arch Enemy follows a vegan lifestyle.
Uniforms are important. However, as you can see, individuality is important as well. Else, they will not be able to position themselves well in the growing crowd of GodMen and GodWomen. They will not be able to attract followers and build a good business.
Philip Kotler and the other assorted marketing “gurus” we have sprinkled around the globe need to pay heed. There is no point chasing corporates who, in any case, have very little money.
The new target is the GodMan!
NB:- I have used the term ‘guru’ as the Western world understands it. I have not used it in the context of the original meaning