Letter From The Elephant

Hello,

I am the elephant in the room. You know that phrase, of course. It means an obvious truth that is ignored or not acknowledged.

I am used to being ignored. Lots of very smart people use very smart arguments to avoid having to deal with me. I find it very funny. Why are they so shy of me?

But let me explain what I am doing here. This guy, Suman, has written this book that you are about to read. He claims that his task is to spot the elephants in the room and help others spot them too. So basically he is turning the spotlight on me.

Suman is trying to say that marketers have these pet theories and they cling on to them even though they are wrong. He has identified 10 of these theories-10 elephants in the room, he calls them-which he tries to debunk.

Well, I don't like this spotlight on me. Here I am sitting comfortably in the room, not being disturbed by anyone, watching with amusement as the marketers try to step gingerly around me. And now, Suman is trying to get me out of here.

So I have a plan. I am going to make fun of Suman. I am going to argue that he is wrong and there is nothing wrong with the elephants in the room. It will be fun to see who wins.

Enjoy the book. Suman has written all the boring, serious stuff with case studies and things. I have written all the fun , cartoony stuff. We are on opposite sides of each issue. It is up to you to decide who is right.

Spot & Share Your Own Elephant

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About The Author

Suman Srivastava

suman@marketingunplugged.in

Suman is the Vice Chairman and Chief Strategy Officer of FCB Ulka Group in India.

Suman Srivastava enjoys doing new things. A graduate of Delhi University, IIM Ahmedabad and IMD Lausanne, he is an advertising man, strategist, author, marathon runner, teacher, social worker, sports fan and a creative bartender.

Suman has been the CEO of Euro RSCG India (now Havas Worldwide) and also Chief Strategy Officer for Euro RSCG Asia Pacific. He has been the Chairman of Euro RSCG's emerging markets planning council and a member of the global management committee.

He then became an entrepreneur. He started an innovation firm called Marketing Unplugged. The focus of the company is to help challenger brands create marketing innovations and thus achieve extraordinary growth. He has written a book of the same name which has just been published. Marketing Unplugged is now a part of FCB Ulka Group.

Suman believes that he was put on earth to be a teacher. He loves teaches and has taught at IIMs in Ahmedabad & Bangalore, ISB Hyderabad, MICA and several other management institutes across the country. He has also run workshops for clients like Microsoft, Intel, Reckitt Benckiser, Max New York Life, Dainik Bhaskar, Johnson & Johnson, Axis Bank, Tata Housing and Bharat Petroleum.


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