Page 6 - IIM(V)Issue_Sep-Dec 2023_Edited 7_26 Feb

CONFERENCES, WEBINARS AND INVITED TALKS

Industry leaders discussed the symbiotic relationships
between startups and large enterprises, emphasizing
reciprocal learning. Resilience, often linked to startups,
was seen as a skill gained through interdependence.
Large corporations were recognized for insights in
resource optimization, agile decision-making, and

fostering an entrepreneurial mindset. The discourse
highlighted three key learnings for large enterprises
from startups: operating with a scarcity mindset,
valuing progress over perfection through agile
decision-making, and fostering an entrepreneurial
mindset.

The conversation then shifted to startups learning from large organizations, emphasizing adaptability,
pivoting strategies, and navigating learning curves. Collaboration potential was underlined, showcasing
successful examples and highlighting timing, sustainability, and a shared vision as critical factors for startup
success. The discussion concluded with encouragement for collaboration, noting that the union of momentum
from large organizations and the velocity of startups creates a robust ecosystem leveraging both strengths.

Renowned entrepreneur and founder of House of Omkar, Mrs.
Poonam Kaul, delivered an insightful keynote session on resilience
in the second half of the event. She delved into the US Army’s
practice of resilience and explored various responses to adversity.
The session explored the resilience exhibited by brands in adapting
to changing consumer preferences, emphasizing the ability to pivot
and pirouette successfully.

The DNA of a resilient brand, including authenticity, customer
focus, consistency, innovation, and adaptability, was elucidated

through industry examples, notably the battery crisis faced by
Nokia in 2007. The keynote stressed the importance of a well-
defined, consistent, open, and transparent brand story at the core
of resilience.

With the mantra “Those who tell the story rule the world,” the speaker emphasized the impact of purpose
and values in capturing audience attention. The session highlighted the role of storytelling in triggering

emotions and building brand loyalty, citing successful campaigns such as “Release the Pressure” by Mirinda
and Nokia’s “Your Wish is My APP.”

Additionally, the keynote touched on crisis management strategies, exemplified by the Kurkure plastic
controversy, and the nuanced approach to social media responses categorized into L1, L2, and L3 levels.
Transformative leaders like Steve Jobs and Richard Benson were cited as brilliant storytellers, underscoring
the influential role of narratives in shaping brand identity.

3 VOL.5/ ISSUE 1, SEPT - DEC 2023