The more we have, the less we are able to absorb'

Author and consultant, N Chandramouli, gives an insight on how proper communication is essential for a business to thrive.
(extract of a Q&A in DNA)

N Chandramouli

A chemical engineer turned com-municator, N Chandramouli's business experience began with chemicals and then he jumped on to stock-broking, banking and exports. His engagement with communication since the last 15 years has obsessively con­sumed him since then. With his unique combination of engineering back­ground, communication business expe­rience and his other entrepreneurial exposures, Chandramouli conducts lectures in several communication col­leges and is also the author of recently published book 'Decoding Communica­tion '. He talks to Rajesh Rao on how he has brought an inimitable perspective to communication.

How can communication help one to make the best use of opportunities?

The world's commerce and mankind's development is crucially dependent on communication; the type of com­munication that helps promote ideas. Though the potential of these trillion dollar ideas to grow and build the fu­ture is high, their ability to contami­nate and destroy opportunities is equally quite astonishing.

Innovative and useful products fail, organisations are unable to align vi­sion, investors are quickly disheart­ened and seek exit - and all this and more is not because of what organisa­tions did was wrong. Most of the times, it is because organisations could not effectively communicate correctly their service, vision and product ben­efits, or because they totally misunder­stood their audiences.Doing these very same things cor­rectly will utilise the true potential of every opportunity.

How can one use words, images and ideas to impact thoughts and action in a better way?

When we look around us, we see a progressive atrophy that inflicts most brands, forcing them to seek expensive artificial means of sustenance that un­fortunately provide only cosmetic benefits. If brands are to flourish and strengthen, they need to build inner strength. Existence of brand levity, this natural strength that works against degeneration is a true sign of great brands. Brand levity has four aspects which give a brand the ability to op­pose gravitation forces that pull it down. These are memetic integrity, purpose, involvement sphere and ownership.

Do students today understand the subject of communication in its entirety and how can it make a difference to their lives as well as work?

Quite early, I recognised the impor­tance of theory - a process intended to set a firm grounding for a systematic approach to any subject. Its deficiency in communication causes a significant transactional gap between teaching and doing, leading to a massive waste of communication effort and business opportunities. Decoding Communica­tion is the cumulative result of my various research endeavours to under­stand and bridge this gap.

What are the various factors that make communication work?

Let me describe communication that works as one that is able to create an inherent magnetic pull in its audience. This pull called 'brand appeal' can be classified into four categories to make them easy to analyse. Two of them, rational and emotional appeal, exten­sions of Aristotle's Logos and Pathos, are usually a part of many contempo­rary communication exercises. In here, we look at them with a fresh perspec­tive. The other two aspirational and communication appeal are new intro­ductions, derived over several years of research, observation, discussion and empirical applications.

Why is communication a less understood process?

The life of a modern business is not easy as each of its actions carries the potential to propel or impede an or­ganisation substantially. The sheer complexity of businesses, information overload, unlimited potential and pos­sibilities of overnight business obso­lescence add to the every day risks of the business. The more we have, the less we are able to absorb and now we only absorb from the surface, on the surface. Communication, however, is only understood when it is a deeper process.

M. G. Arun, Bureau Chief, Indian Express reviews Decoding Communications

M.G. Arun (or MG) , is the Bureau Chief with The Financial Express since 2000. He is a veteran journalist and was with the Jasubhai Media Group for two years before that. 


Here's what he says about Decoding Communications: 


"Great effort! That's what I would like to tell you in short about the book.  It reflects painstaking research, a scientific attempt to decode communications and the various factors that make it work. At the same time, you have thrown in enough examples, anecdotes and instances that makes it an interesting read. It's not a book to read once and keep away. The research that's gone behind it should make it a good reference for professionals and starters alike. 

I am thrilled by these sentences:

Understanding trust is like understanding the DNA of relationships, as it gives an insight into the relationship between humans and everything else. Trust is like the universal platform of human engagement - understand it, and you will realize that it is the umbilical cord of every human connection.
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The current day concept of focused communication (promotion) is, ‘Don’t tell it. Sell it’. Good communications, however, works towards idea acceptance. The more natural this process is, the better the acceptance. Therefore it should not seem or be forced. If an idea
has to be well communicated, the rule to use is quite the opposite, “Don’t sell it. Tell it.”
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I totally agree. Trust is the essence of great communication. And great communication is all about understanding and empathy. Only trust, supported by values and uncompromising quality, can nourish empathy and understanding.

I liked your comment about people proclaiming to be "most trusted", when they have hardly created an awareness. They should learn from some household brands like Dettol, Godrej locks, Gillette blades, Vicks Vaporub. I trust them because my Dad trusted them too, I trust them because I know they are unique in that space, it's difficult for me to think of an alternative, and an alternative product would be far too 'inferior'. Advertising, huge retail push, product novelty - many things would have contributed for getting my 'mindshare', but then, there is one unique element that distinguish them - these brands have lived up to my trust - consistently. That's no communication gimmick. That's a great effort to provide that unflinching quality, over decades.

I do hope organisations realise that before they splurge on advertisements and promotions to be 'known' and 'trusted' by all! "