Right time for a younger set of congressmen
When trust dies, there’s only anger. When a nation is pissed off, the last thing you need is advertising. What Congress needs is more acts, not ads. Reviving a brand that’s falling from grace calls for serious re-engineering of the product. Rearranging the pieces requires years of renewed commitment and total dedicated action. Deeds, not words, should be the way forward.
Re-engineer the leadership: To start with, Congress needs to rearrange its leadership team. The time is right for a younger set of Congressmen. The uncles and the grand uncles should make way for youngsters who have a clean chit. It’s a question of credibility. Who can people trust? The senior party members believe that Rahul Gandhi is ‘the most trusted leader in India’. This is also a popular opinion. People want to see more youth involved in politics and Gandhi seems to connect with the masses. In a country as young as India, he stands a good chance of mobilizing the youth.
Dialogue or die: The next step is dialogue. Congress needs to listen to the voices of the nation – especially the regions. It calls for a an open mind and a willingness to listen to the real issues and not just party politics and power play. Greater dialogue will create new conversations which will kickstart a greater following. The Congress should use new digital media, online and the Internet as platforms for exchange. Facilitating conversation is of immediate importance. This is not about votes, this is about understanding and approval.
Rise above the recency effect: The third step is perspective. The Congress party is over 100 years old. How do you get people to see the good that the party has done in the last so many years. Public memory is short. Reminding people by drawing patterns of the good will set a foundations for the Congress to build on. You need to do this again and again. It’s a human when you accept fault with humility and ask people to look beyond the recent unfortunate events at Congress’ vital and thriving heritage. Remind them where their roots and values come from.
When trust dies, there’s only anger. When a nation is pissed off, the last thing you need is advertising. What Congress needs is more acts, not ads. Reviving a brand that’s falling from grace calls for serious re-engineering of the product. Rearranging the pieces requires years of renewed commitment and total dedicated action. Deeds, not words, should be the way forward.
Re-engineer the leadership: To start with, Congress needs to rearrange its leadership team. The time is right for a younger set of Congressmen. The uncles and the grand uncles should make way for youngsters who have a clean chit. It’s a question of credibility. Who can people trust? The senior party members believe that Rahul Gandhi is ‘the most trusted leader in India’. This is also a popular opinion. People want to see more youth involved in politics and Gandhi seems to connect with the masses. In a country as young as India, he stands a good chance of mobilizing the youth.
Dialogue or die: The next step is dialogue. Congress needs to listen to the voices of the nation – especially the regions. It calls for a an open mind and a willingness to listen to the real issues and not just party politics and power play. Greater dialogue will create new conversations which will kickstart a greater following. The Congress should use new digital media, online and the Internet as platforms for exchange. Facilitating conversation is of immediate importance. This is not about votes, this is about understanding and approval.
Rise above the recency effect: The third step is perspective. The Congress party is over 100 years old. How do you get people to see the good that the party has done in the last so many years. Public memory is short. Reminding people by drawing patterns of the good will set a foundations for the Congress to build on. You need to do this again and again. It’s a human when you accept fault with humility and ask people to look beyond the recent unfortunate events at Congress’ vital and thriving heritage. Remind them where their roots and values come from.
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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