Thinking differently

Book Launch

There was a time when Jessie Paul worked alongside Infosys Technologies Chairman and Chief Mentor N R Narayana Murthy. The Infosys founder would go through the file, sent to him by Jessie and ask her if she had checked the spelling. “Yes sir, I have checked it on word,” Jessie used to say. But Murthy would be quick to reply:


“Haven’t you ever heard of Wren and Martin. Word is for those who don’t know English.”
 Jessie still remembers those words of her former boss. She has come a long way since then, grown and has established herself among the top business women in the country. When Jessie launched her first book, No Money Marketing, in the City, the former boss was beside her. On her other side was Girish Paranjpe, Jt CEO-IT business and member of the Board Wipro, her present boss.

With two titans on her flanks, Jessie said best marketing can be achieved with frugal resources and money. “If marketing is done well then any product can be shaped into a global brand,” she said.

She observed that no company ever has enough money, yet they have to popularise their brand with the given resources and that’s where her book would come handy.

Dubbing the book as a wonderful value addition, Murthy said there are three important aspects for the success of any entrepreneur. “One is innovation, second the ability to use that innovation to create services that add value to the customers and finally the ability to communicate that value to people,” he said after launching the book.

He observed that one should think of ideas and get a platform that doesn’t cost too much to put forth those ideas. “Then people would surely notice you,” he averred. One must wed innovation and marketing to create tremendous brand equity.

Commenting on Jessie’s book, Murthy said, “I have never come across a book where maximum marketing has been so well executed with minimum input in terms of money. Think of unusual things, ideas and it will surely attract people."

Girish Paranjpe pointed out that Jessie had not only brilliant ideas but also the ability to articulate, argue and communicate the same to people through her book. “Plenty has been written about marketing but nothing has been written about marketing products and services. Jessie’s book fills that gap,” he says.