Almost all platforms today are trying to put their products/services on the online shelf. The pandemic initiated need for many products/services. Don't we see a ton of mask & sanitizers businesses suddenly spruce up recently? But not every product will fly, not to forget the competition in the market.
So, how do we inject need? Throwing some light on the question, we have Rajni Pathak the author of "Creating Need: Why Marketing is Not Enough". And, shh.. she tells us all about her Sneaker collection. Tune in & wear your sneakers for this episode!
Needs want and demands are what define pretty much every human being. needs are what some of our basic necessities things which we can't do without warrants are some things which bring more convenience to life or you make your life easier and better with these. While demands are the luxuries we seek in life. But from a marketer’s perspective, if you can create a need for your product or service, your work is done. Come to think of the Netflix and Googles of the world. They have certainly created a need for a good chunk of the homosapiens community. Right. But then how do they do it? We have Rajni Pathak with us who has authored the book creating need, subtitle why marketing is not enough. I agree with her on this. You know, marketing is a combination of both to bring more to the table.
Hello, and welcome to secrets of storytellers. I am Shubham Agarwal. Now this is a podcast where we interview best selling business authors share concepts, interesting stories, and secrets from their authentic journeys. Hello, Rajni Welcome to secrets of storytellers. How are you?
I'm great. Thank you so much. I'm doing great. And looking forward to a great session with you.
So actually, how was the lockdown for you? Let's start with that you started digital seed in April or May if I'm not wrong. Tell us a little bit about that.
That's great. In fact, as a matter of fact, a secret of storytellers was also started in the lockdown. Oh, wow. So yeah, so there's something in common there is going great. We released 27 episodes. And we've received some great response from both the guests like you and the listeners as well. Right. Right. So you've been writing screenplays and various forms of stories for quite a while now, I think. Right? And how did the idea of the book creating need come to you? How did authoring a book come into picture?
So you developed a lot of content for helping brands and businesses with their marketing campaigns, right? . Did you experience yourself that in spite of aggressive marketing, the appearance didn't fly?
Right. Yeah, that really makes sense. So but then do you believe a need can be created for you know, any or every product or service?
- So you really got to understand the reasons behind creating that product, while also understanding the consumer. Right?
So I'm guessing that you know, you take this line of thought for every marketing campaign that you create, where they do see it for other businesses that you helped. Can you share some pointers for the process? How do you go through the process?
Great. And we see a lot of content being you know, this lot of content being bombarded on us on every social media platform, everywhere. In fact, I don't know how but even if you talk about something, you start getting ads about that and it's really scary, but what is one mistake that you generally see the new age marketers make with their content these days?
Right. Great. That's a great question. Don't get lost and don't try to certainly emulate Christopher Nolan.
Right. Okay. Great. So we have a new section to our podcast each episode. And that's rapid fire. Oh, yeah. So we're gonna go into the rapid fire. I think you know the rules. pretty well. Yes. Yeah. Yeah. Alright, so what is the book done for you?
Right? What book are you reading these days?
SWell, that's wonderful. So you so you have also told us what are you doing next? Yeah.
Great. Right. And the next one is interesting boys, a number of trading cards and sneakers that you have, I must tell my listeners that Rajni has a hobby of collecting trading cards and sneakers. So yeah, what is that number?
What did you do with them? In the lockdown though?
That's the thing.
That's lovely. And how did this always start? If I may ask
That's lovely. Great. So actually, this brings us to the last section of the park, right, which is a common section across all my episodes. Getting away interesting one personally close to my heart. Since you know, we call the show secrets of storytellers. We want to ask you one secret about the book, or about, you know, the journey while you were writing the book that you've never shared with anyone? Until today.
They have a space. Yeah.
Great. I think I love the process that you took to write the book. And I think the outcome was great. You hardly hear of books, which are crisp, and, you know, so short. But probably this is a new era in the book’s world. It's a great
Right. Yeah, a lot of you know, Amazon has this amazing audible app
Which is all about audible books. So yeah, the world is moving towards that I think
Great, thank you so much, Disney for this for your time. I hope you enjoy the session. We loved it.
Great. Wonderful. Thank you. And thank you to all the listeners. This is Shubham signing off until the next secret and the next storyteller. Bbye.
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