ACT, DON’T REACT

I am sitting in my room, waiting for my friend to arrive. A friend, who promised several times but ditched every single time.  So when i get a text that I won’t be seeing him today I loose my temper. Forgetting all the good things he has done for me I deliberately send him a nasty text just to make him feel sorry beyond words.

But after two days when I sit back and ponder on why i did what i did; I realised words don't have the power to hurt you. Unless, the person who said them means a lot to you. And when that “means a lot” person doesn't fulfill your expectations then you don’t act but you react.

Your reaction defies Newton’s third law. Your reaction is far louder than action.

Your reaction is not controlled by your mind but your heart. And that is why it is said it is more difficult to control your heart than mind.

Sometimes it’s just wise to sit back and do nothing – neither act nor react. Just stay calm. But it is easier said than done; especially, if you are as volatile as me.

While I was pondering on ACTION-REACTION I came across an interesting incident. And that is how this blog post idea came to my mind. Let me take you through that story.

A few years ago, a TVC director was at a dinner party with an ad agency NCD in one of the advertising festivals. The NCD had given the director some great projects and helped make him successful. The director was a witty guy, and was known in advertising fraternity for his creative sense of humor. But at some point he said something the NCD didn't like. The NCD couldn't think of a witty response immediately. So he poured his glass of wine over the director’s jeans.

Now there were basically two responses at that point for the Director to react.

The director could react emotionally. He could thump the NCD (unlikely, it could end in a law suit). He could get up and walk out (bad choice, it looks a sulk). He could wittily put the CEO down (he looks good but it’s probably the end of the relationship). He could ask for money to get his jeans dry cleaned (embarrassing, the NCD will probably just toss him a couple of 100 notes).

Or the other choice was he could act rationally. Not emotionally.

Just laugh it off and carry on with the evening. Realising that the NCD had given you many expensive commercials in the past. He could probably give you many more in the future. You could load a few grand onto the next commercial to assuage the insult if you want. In fact you could load several grand onto every commercial he gives you from now on. You could get even that way. That glass of wine could end up costing him tens of thousands of Rupees.

That’s if you act rationally. Or it ends up costing you tens of thousands of Rupees if you act emotionally.

See, none of the options are wrong. But, like everything in life, they each come with consequences.

To stay in control of your life, all you have to do is constantly be aware of the consequences of your choices. Then choose accordingly. There’s nothing wrong with standing up and thumping the NCD. As long as you’re prepared to never work for him again. Plus a possibly costly court case for assault, and expensive damages from the restaurant. If you’re willing to accept all of that then go ahead and thump him. But don’t moan about it afterwards.

The director didn't  His immediate thought was probably something like “This is really embarrassing. Shall I throw my glass of wine back?”

Followed immediately by “What will that cost me?”

And he weighs the short-term benefits of getting even against the long-term benefits of swallowing the insult. He decides he’d rather have the big money.  The jeans dry-clean cost around Rs. 150; he stands to make tens of thousands. It would be nuts to throw that away. So he sits and smiles. He balances an evening’s embarrassment against a lot of money.

That’s existentialism. That’s street smartness. That’s business mindedness. That’s action.

There’s nothing wrong with whatever choice you make. As long as the preferred consequences are factored into your choice. The only thing wrong is pretending you have no choice over the consequences. That’s what Sartre calls ‘living inauthentically’. Pretending you have no choice. You always have a choice. Of course, you may not like the choices. But you always have a choice.

All it takes is ‘split-second awareness’ that marks the distinction between a ‘reaction’ and an ‘action’. Be rational whenever possible. It is always possible.

So moral of the story ACT, DON’T REACT.

 Incidentally, that commercials director now has much more money than that NCD.

When all that matters is going that EXTRA MILE...

Yesterday one of my friends came from New York and besides other gifts there was one but obvious gift - I Love NY T-shirt. 

 
Yeah many of us have grown up seeing ‘I Love NY’ logo. Still it doesn’t go out of fashion. It can surly endorse an anti-aging product.  The logo has become a pop-culture icon, inspiring imitations in every corner of the globe.

But now the iconic ‘I Love NY’ logo is set for a makeover as part of a new tourism campaign. In May 2012 New York Governor Andrew Cuomo launched the campaign inviting both locals and visitors to replace the heart in the logo with another item which represents New York for them. (read more about it on http://www.logodesignlove.com/i-love-ny-logo-makeover)

The idea behind the new campaign is to reclaim the logo which has since been hijacked by scores of other countries and cities.  

It’s too early to say whether Andrew Cuomo will succeed in his campaign or not. But so far it hasn’t gone down well with many. The New York Daily News accused Governor Cuomo of "breaking New York's heart", adding: "What were you thinking Gov. Cuomo – is 'I pizza slice NY' gonna pull in the tourists?” "Replacing the heart … with drawings of things like pizza slices and beach balls for the sake of modernisation is like slapping tattoos on the Statue of Liberty to keep up with the trends of the 21st century." The new campaign also drew criticism from Milton Glaser, the designer of the original logo, who said: "I don't understand it. I saw one that said 'I Pizza NY'; I don't get it."

After reading this piece of news I thought of finding more about how the iconic logo came into being. And here is the story behind the famous logo.

In 1977 New York was nearly bankrupt. There wasn’t a thriving economy or tourism like today.

Government was really struggling with New York’s brand image and revenues. The then governor decided the best way to raise money was through tourism. But considering New York had a bad brand image he commissioned Wells Rich Greene Advertising Agency to do an advertising campaign to change the image of the city. It was asked to represent New York in a new light and to remind everyone what a great city it was.

Instead of creating a chest thumping campaign Wells Rich Greene went in for a disruptive, simple but effective approach. They decided to create a jingle that could stick in people’s heads and people might play it again and again. As a result it could generate free publicity. They got an old-fashioned jingle-writer called Steve Karmen on board. And he wrote the simple musical phrase “I love New York”.

After seeing the jingle the client felt something was missing. After lot of deliberation the Client and the Agency came to a conclusion that the campaign needed a logo. The idea to have a logo came from a future led thinking - people would hopefully pick up and use logo themselves like on T-shirts, car bumper stickers, posters, graffiti, memorabilia, basically anywhere. That again would generate more free media.

The next name that came on board was Milton Glaser, the famous graphic designer of that time. His job was to design an “I love New York” logo. One thing that was absolutely clear in Glaser’s mind was that the logo has to be minimalistic and simplest graphic form. Lesser the elements better it is. He reduced the four words to two oval shapes. “I love” reversed out of black in one, ”New York” reversed out in the other.

The logo was presented, approved and printing went ahead. But Glaser wasn’t satisfied; he wanted to reduce it further. He had to have the letter “I”, and he could reduce New York to the letters “NY”. But how could he reduce the word “love”? For days he kept thinking how he could reduce the word to bare minimum. He was thinking about where the word was used. And then like Einstein the great idea stuck him, albeit he was thinking this in the back of a taxicab. Long time back when New York wasn’t a concrete jungle he had seen the symbol for love used as a heart carved into a tree. It had two lovers’ names in it and an arrow through it. The equivalent of “John loves Tina” would be “John (heart) Tina”. He grabbed an envelope out of his pocket. He wrote “I (heart) NY”. He instantly knew that that was his big idea. He called up the client and persuaded him that he had a better idea and they should stop printing. The client as expected was mad at him, but Glaser persisted. Eventually the client agreed.

Now Glaser job was to work on the graphics. He took inspiration from Robert Indiana’s “LOVE”. The word was formed into a square, the letter “LO” above and the letters “VE” below. So Glaser wrote it like that, “I (heart)” above and “NY” below. A simple but powerful graphic.

The idea behind this logo evolved from the way people use language and not developing something new for them.

This logo became the biggest, most imitated logo, ever. Every city in the world copies it. And it’s all free advertising. Because everyone knows which city the original refers to.

The credit goes to Milton Glaser because didn’t stop thinking after the client bought the idea. He drew something better on the back of an envelope in a taxicab.That envelope is now a collectible item and is in the permanent collection of The Museum of Modern Art. If you want to know more about the man and his agency read here: http://www.miltonglaser.com/milton/#0

One thing that I have learned from this story is that Dreams are the answers to questions that we haven’t yet figured out how to ask. We should never stop Dreaming because you never know when they can become a reality.

It’s very easy to get complacent with the present but victory comes to those who keep the success hunger alive and kicking in their belly. 

I am too at a life juncture where I am in two minds whether to be satisfied with what I have or go in full throttle for the biggest risk of my life. This story sure has inspired me. After all I have only one life and as Mountain Dew says “Darr Kea age jeet hai”. So I might as well do the due and let the analysis be left after I have taken the risk.

Who kahte hai na - Kyon dare zindagi mein kya hoga, kuch na hoga toh tajurba toh hoga.