A cup of Candid with The Business Den: Neha Joshi, Founder of Shout it Out, Pune highlights changes in the media industry and what it takes to run a successful advertising business
What inspires you to get to work each day?
Inspiration, I believe, comes with challenges. I take each day as it comes, ensuring that I do justice to my professional commitments. In my work, adding a small input goes a long way in a brand’s goodwill building. Seeing these inputs manifold continuously is a great inspiration.
What do you work toward in your free time?
I read. That’s all I do. Also, catching up with friends every evening is something I’ve continuously done over the last decade. I think everyone needs and deserves a work-life balance. Once, every month, I also ensure I travel somewhere, even if it’s for a day. I’ve found traveling to be a very liberating experience in today’s chaotic world. I share my travel experiences on my blog – The WanderFly – hoping I motivate more and more people to travel for frequently.
Who has inspired you in your life and why?
I think it has to be my father. He’s ensured that we’ve never had to be short of anything, nor did he pamper us to an extent that we get spoilt; it’s been a very balanced and humble upbringing. Who I am today, professionally and personally, is completely due to him. A cool temperament, which he passed on to me, has ensured that our office culture is never one that battles pressure.
To what do you most attribute your success? What would you say are the five key elements for starting and running a successful business?
There are many, but the top five would be: patience, hard work, academic and practical knowledge, compassion towards your employees, and the will to keep going forward.
As a media professional, how do you think has the GST affected the Indian Financial system?
I don’t possess the academic or professional knowledge of the gargantuan act that is the GST. Personally speaking of our accounts, it hasn’t made much difference. Our hospitality clients, however, aren’t very happy with the high margins, and very rightly so. The Indian Financial System can do better though, firstly by being more tech savvy.
What are the changes you wish to see in the media industry, five years from now?
I wish there was less of content. You know how they say less is more? It’s true. Everyone is just talking nowadays. The margins between quality and quantity are only increasing. I hope overnight journalists, media persons, and bloggers take a break in the coming years and figure out what they really want to do in life. If they do choose to opt for these careers, they take them seriously and learn what it takes from industry experts. Having a decibel limit on TV shows would bring us all some relief.
With the onset of the artificial intelligence revolution, what role do you think media agencies will play in the future marketing landscape?
Marketing is very subjective. I say this because agencies market/advertise what they’re paid for. If artificial intelligence is developed and made available to an extent where majority of client budgets can afford it, it’ll be a common name in advertising agencies, but to handle only the technical aspects. Artificial intelligence can’t be creative. However, one thing I’m sure about – for the masses in the Indian market, word of mouth will always be the strongest and most powerful marketing tool.
What are the game changing factors for the communications industry today?
Digital media – it’s affordable, sometimes free, and it’s accessible. Apart from this, I believe technology as such, which includes conference calling, e-mailing, translation apps, etc. Earlier, agencies usually settled for business available locally or had to establish offices in cities they wanted to operate in. Today, if an agency can use technology to its advantage, it can pick up and deliver business all over the world. By using freely available apps, we have conferences with our overseas clients. If the primary language is one we don’t communicate in, translation apps come into play, where we before had to hunt and rely on translators.
What do you feel is the major difference between entrepreneurs and those who work for someone else?
Entrepreneurs are more patient. For those who work for someone else, they know that no matter what obstacles they battle, they’re going to earn an amount at the end of the year. For entrepreneurs, it takes an immense amount of patience and belief in oneself to ensure that you’re going to do better. There are no promotions or increments; it’s a rewarding gamble nonetheless.
Lastly, share with us one thing that not many people know about you.
If Shout It Out wouldn’t have happened, I would’ve been a writer.
ABOUT SHOUT IT OUT
ShoutItOut believes in offering a complete package to our clients. With us, you will be assured of quality and honesty. Your company goodwill, and its public image, is safe in our hands. New businesses that are just being launched, we give a complete media establishment. For existing businesses, we give a complete makeover, in prices that are surprisingly impressive. Once at ShoutItOut, your business/company/brand will be perceived just as you want it to. We have trained personnel attending to you, depending on the sector your business belongs to. We offer never-seen- before, innovatory concepts to our clients, which help the audience, distinguish them from clichéd businesses. We have specially designed packages for businesses that run on microfinance. Call us to give your brand a chance!