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You must become a corporate athlete!

Last week I was invited to by my alma mater, the Chartered Institute of Marketing to be the speaker for the members on the hot topic 14 challenges for marketeers post the Jan. 26. After the program one of my colleagues who is heading marketing in a fast moving consumer good multinational company said, I had missed one of the most important challenges faced by marketeers.

He went on to say that the biggest challenge that marketeers are faced with are not the macro challenges but the continuous disruption of work life on the field end due to election rallies in the last five months. I pondered on this comment and I thought how true this is, given the recent developments in the political arena.

Biggest challenge in SL

Post May 19, 2009, the biggest issue was getting brand visibility at the point of sale as there is a war for the prime sites for posters, hoardings and media advertising where brands are getting over-powered. Initially it was war victory posters then the Presidential election candidates and now it's the forthcoming general elections. The issue is compounded as from December last year there was no camera's available to shoot any TV commercials, given that all have been booked by the election candidates.


Corporate executives must become corporate
athletes to face today’s challenges

From a marketing operational point of view, this has resulted in chaos to a company as all new product launches has been pushed back to May and beyond because it's so hard to create awareness for consumers to try a new product. The main issue is that the SOV (Share of Voice) is being drowned by election candidates.

When I checked with some of my friends in the advertising industry, the reality that emerged was frightening. Many brands had decided not to advertise in January as many programs are cancelled at the last minute due to a political candidate addressing the nation. The logic of using scientific media buying tools like OTS (Opportunity To See) or GRP's has become academic as it was only true on paper.

This challenge adds to the pressure to the sales revenues of the company and in turn effects the profitability. The impact is greater given that if a company gets off to a good start in the beginning of the year then, the motivation can be maintained throughout the year. If not, catching up has to be done from the second month onwards which creates pressure at all levels. I guess this challenge will hold true until the end of April because New Year is a time when Sri Lanka's retail sector goes on holiday till the last week of April which further adds to the pressure for the corporate executive.

The long hours of work and eyes fixed on to the computer screen is now creating many a health issue such as corporate executives having high blood pressure at a very young age, sugar levels increasing to diabetic conditions. Some have cholesterol, which has led to heart decease and sometimes we hear of young executives dying before they reach even the thirties. The question is what is the way out.

Corporate Executive vs being an Athlete

Research reveals that the only way out is to make Corporate Executive a Corporate Athlete. Let me explain this. If a Corporate Executive is to work at a high energy level equivalent to a professional athlete the only way out is to increase the stamina levels just like a top athlete of today. For instance, if we take a tennis super star like Roger Federer or the cricketing legend Tendulkar, the challenges they face in the sports field are equal to the challenges faced by a top corporate executive in office.

If we take a typical high performer like Federer, it will include serving hard, positioning the returns with some sharp cross court passes followed up with some aggressive play at the net and then coming back to take a lob at the base line.

The next challenges he will face will be questioning wrong line calls by the judges and following it up by engaging the crowd to maintain the off court relationship. It is also customary that a rough media conference happens post the match that adds to the pressure on the player.

On the other hand if we take a typical corporate executive the challenges on a Monday is similar. Multiple decisions having to be taken by analyzing data, each decision can cost the company millions of rupees if the decision is incorrect. Making presentations to get new businesses, briefing media on corporate affairs, engaging the policy makers to influence policy direction and finally ensuring that the humour is maintained so that the spirit of the workplace is kept vibrant. This routine can be mentally very demanding. Hence we can see that there are many similarities between a top class corporate executive and a high performing athlete of today. Let's now examine the differences.

The difference

There are many differences between the two. A top class athlete like Roger Federer competes only once a month and may be in eight tournaments for a year. On the other hand, a Corporate Executive will have to perform each day for almost a twelve hour duration at peak performance. Another difference is that an athlete takes up to three months break for a year whilst a corporate executive will get a maximum of two weeks off. The lifespan of a top athlete is between 10-15 years (if one is lucky) whilst a corporate executive will have to perform for 40-45 years. Meaning when you start working at 20 years, until 65 one will continue. This very clearly demonstrates that a Corporate Executive of today needs to be more fitter than a professional athlete if one wants to be competitive in toady's corporate world.

This holds ground more especially because of the turmoil that keeps hitting the corporate world of Sri Lanka. It's been a roller coaster ride with one day being elections then it is post election violence. Then comes GSP+ being suspended and the next is the General Election that sure makes the life of a Corporate Executive a whirlwind task. The only way out is for a Corporate Executive to be a Corporate Athlete. Let me explain this concept.

Becoming a Corporate

Athlete As per the scientists that originated this concept Dr. Jim Loehr and Tony Schwartz, the essence of developing a Corporate Athlete have four key capacities that needs to be developed so that performance can be at a very high level. They are the physical capacity, the emotional capacity, the mental capacity and finally the spiritual capacity.

Physical capacity development

Physical capacity is essentially the capacity to continue working for long hours at peak performance. One can develop this is by doing a 45 minute brisk walk three times a week. The objective is to get your heartbeat up to 120 beats per minute. The walk has to be followed up with a 15 minute routine that includes stomach exercises and stretching. In essence it's only a one hour's dedication that is required.

May be the venue can be the Independence Square where the motivation levels tend to be high too given the different shapes and styles in attendance. The rest of the two days must include a light weight training session so that energy can be built. The maximum weight should be 50 kg. The objective is to stretch the muscle up to a point of tearing and then follow up with a rest day so that re-building takes place. Once this becomes a ritual it's very interesting. Maybe joining a gym and getting trainers' assistance can help.

Emotional capacity development

The next building block to become a Corporate Athlete is working on the emotional capacity of ones' self. This is where a close relationship with a human being is a must during the working day.

All it takes is a two-three minute telephone call where an intense closeness has to be achieved, so that certain positive hormones get activated. If this is not done, research reveals that there can be emotions that get into the system such as self pity and boredom that elicits negative emotions which are very harmful to health.

Unfortunately, most high performing Corporate Executives feel that giving into one's emotional side is a feminine trait or moreover, a weak characteristic that should not be exposed to others. Research also reveals that if one wants to be a Corporate Athlete in today's high performing environment this second building block of developing the emotional capacity is a must.

The key thing to remember is that these building blocks must become a way of life in a busy executive's working day. In other words it has to become ritualistic behaviour, if one is to get into peak performance for long durations.

Mental capacity development

The next skill that is required to be developed is called knowledge management. This has to be done daily. All it takes is reading one article that is mentally stimulating and thereafter reflecting on that for just two-three minutes. This can be done in the evening and all it takes in total is just a 20 minute time block. Once again it's all about habit formation. This can be also done by watching TV programs such as the Buck Stops Here on NDTV or by watching CNN's Boardroom discussions where a top global CEO is being interviewed for success stories in business.

Spiritual capacity development

The last building block. But remember that this is not about one's religion. It is more to do with understanding the values which are deep within you. For example you may cherish the last burst of sleep between six-seven a.m. in the morning before you dress up for work. But on the other hand if you have to drop your son to school and this is the quality time that you engage with him then, waking up at 5.45 a.m. to achieve this objective will not be an issue. The challenge is to find out the deeper reasons for your behaviour that motivates and excites you. This is what spiritual capacity development is. It's very important to becoming a Corporate Athlete. The challenge once again is making this a routine in your working week.

Next Steps

By now, you have a fair idea of the building blocks that will make you a "Corporate Athlete." You also know what the shortcomings are in your life that need to be developed, so that you can become a Corporate Athlete. Practicing this is the next step.

You have to make it a ritual so that it happens naturally. You need to come to a stage where if the gym kit is not in the vehicle you will feel you are not ready to leave home. Also, you will come to a point where foregoing a cocktail party to do your weight training schedule is not a choice any more but a way of life. At this stage you can be termed a Corporate Athlete and then you will suddenly experience that working at high peak performance is equal to playing a game. Then you have really mastered the art of being a Corporate Athlete.

To summarize, it is three days cardio walk and then a two day weights schedule with two days being rest after each weight training session. A few more tips in the life of a Corporate Athlete;

1) Have five-six small meals a day (May be a snack at 10am and 4pm is all it takes)

2) Develop a routine time for sleeping with six-eight hours of sleep a day, being a must.

3) Make a five day workout a routine during the week a ritual.

4) Be proud that you are a Corporate Athlete-do not be shy to practice emotional capacity building.

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