Hi everyone! How is everybody today? I think it's a great time to have a conference. You know why? December, time to be reflective, everybody is here to learn and you probably really want to be here if not you'll be in holidays or somewhere so I hope to give you something meaningful and helpful today. So when I talk about lean design, what I really mean is about being fast using the lean design process successfully and nothing motivates me then end of the year and I asked myself one question and let me do a little exercise. As you go into 2018, you're probably going to add one more year into your resume.  Everyone have a number in your head already? Looking very serious like how many years is it? So that year maybe it's just a show of hands. How many years is it? Don't be shy. How many years of experience do you have? Working experience. Is it not enough hands then never mind just put it as that. A little bit sensitive right? Well I'm here to tell you that you know time is relative so this is a question I ask myself and motivate myself. So let's just imagine I have 10 years and you just substitute that years of experience over there. Do you really have 10 years of experience or five years of experience or four years of experience or do you really have one year of experience multiplied by 10? What does that mean? Well when I first started my career I was basically repeating every year over and over again. I wasn't learning much. We go through the same peer review talks with my manager expecting an increment every year but I wasn't really learning and the worst thing is that I didn't know that I wasn't learning until I stumbled into this process called Lean and specifically Lean Startup. So what happened in when I started learning this was the when I started working this was the product development process. It's very long. I won't go into details but the gist is that if you want to launch any feature it takes you at least six months and six months for a validated learning some of you will be like what how could any company deal with such cycle but some of you who are in bigger enterprise you might be thinking to yourself hey that sounds about right this is the time it takes to launch any product and in comparison Lean cycle is much simpler so easy to remember basically learn build measure and the time you need to go through the cycle is as soon as possible which itself is a problem because what is as soon as possible but this effective process if you if you compare it with a six-month cycle it means that if you are a developer or a designer working on the lean process the amount of validated learning you have in a year is much more than someone who is using waterfall for example because time it's fixed but it's porous it really depends on how much experience you can squeeze into there and then it's designed to be accelerated it's designed to help you learn much faster so this is simple enough to understand the question is why isn't more enterprise using lean and why isn't more designers effective and I feel like I realized that now we have another problem the problem is lean is very popular and everybody wants a stake in lean so you have your lean UX you have design thinking design spring a gel and what happens is each of these group are running their own cycle and if you add them together it's impossible to meet your as fast as possible time frame so when you get the agencies to do design thinking pass it on to your lean designers about a month two months if you need to call for tender for bigger companies it could take up to six months and then you have your a gel and in your scrum and finally you got to people to who does lean analytics growth hacking and so on this cycle becomes a lot longer and we're back to the same problem it's a new type of waterfall so I would urge everybody to just forget of don't be too egoistic about your own process and really go back to the roots of lean startup the rules of the games speed so ASAP again is ambiguous what I want to do here is I'm gonna share the time the time box or the time we use to do each of the steps each of the design process in SP design to let you I'm not saying that it's gonna be the right time frame but to let you compare as a designer you know how fast can you get speed is really a competition with yourself it's a change in mindset and second rule validation so getting the final or the minimum viable product to the users is crucial it means that although you can do your qualitative research you can learn as much the cycle doesn't actually end until you get to the hand of the users and you and moves a metric so if you say you're cut sorting or a B testing is a sort of quantitative analysis and it fits the lean cycle here they're not not really and I go into that later at this point I would show you illustrate the process that we use I think it's quite common in a lot of startup agencies as well and what I'm gonna do differently is I'm going to put a time frame on each of these activity so for learning it always starts with the people that you are designing for and the solutions to meet those needs but for a larger company it also includes your stakeholders so at the beginning of every design spring design ticket is very important to get alignment with the stakeholders so this is something that we do it's adapted from design spring but it is a more concise version of it because a lot of times we are not designing a new completely new product we are doing feature sprint or feature optimization so we can do with less time number one that column it's all about understanding your user sorry understanding your business understanding your product success matrix so every business would have their own business goal I would say if you want to be completely user-centered then offer everything for free but we're not a charity most companies are not charity so it's very important to get what business goals do they have this this year this three years this five years and link it back to a product success matrix because if it's not linking if your business owner is not making the connection then we're gonna have a problem in the in the future when we come out with a product and it doesn't actually generate any revenue so this part let the PO or the business owner take charge and let them explain and then we'll review current matrix next if you have a user journey map it's helpful to flesh it out and say where does this feeds in the user journey if it's increasing engagement then it's probably somewhere in the middle if it's increasing users it's probably somewhere upstream so every no everyone knows in which part of the journey these lies next sketching this is usually the fun part where we get everybody to draw the solutions say if your user story is I want to increase transaction I want to increase payment the solutions that I have in my head is going to be very different from the one that you have in your head so to reduce the risk of just drawing new designs and then going back and forth it's it's much less risky to get them to draw what they exactly mean and then we discuss from there so we have a bit of a desktop research we'll go through online Pinterest we go through our app and see which are the solutions that fit the problem then we will do a little show and tell then we come out as many ideas as possible and finally we decide which ideas you want to focus on those ideas with voted dots will go into the prototype and will be tested with our users next prototyping for hours anything more too long so you have to be really fast at this and later I'll tell you how to be much faster at prototyping so take four hours get everybody in the room together and just hash the prototype out this takes a day because the second part of the day you actually need to schedule appointment with your users and ensure that they turn up the next day so the next day interview five users this is very familiar because it is something that Google Design Spring have we adopt that and I've used that for many many cycles already it works well for me and five act value so always a friendly welcome context questions then we will do the concepts there are certain tasks for existing designs and we'll get them to do a little bit of usability testing and then debrief it's very it's in simple but a lot of the details are in the practice so the first time you are doing one-on-one research you're probably going to be a little bit uncomfortable but the more time you do it the more you master it and it's very important then you get better at it and finally one day of recommendation and design refinement from experience this part is usually the part where we lose momentum like oh yay we have all these insights let's sit on it for a while and then the next week let's look at how we refine our existing design but do it the next day so document the findings and recommendation maybe in a Word document or presentation where you should then talk it through with your stakeholders and then send it along share it and then finally the real work for designers everybody thought designers is just this part design the high fidelity design to be developed how do you learn faster it as a plethora of tools that we can use ethnographic studies contextual inquiry if you are using the lean mindset you will know that you have to not even consider ethnographic study because it doesn't fit I think the value in lean is that whatever you learn can be tested in the next week so it actually it actually validates your qualitative research as well so I think that you have to understand that the value is in the speed how do we I have a pain point where every time you want to ask the users we have to go back to our friends and then they'll be like today not free next day so it's also better to get a database of users where then when you are looking at the prototype you can just call them up and then create a good relationship with them therefore you know it's much easier to get people for to interview and every after a research you can ask if you can contact them for further research this is also the test whether your research went well research is what one-on-one interview itself is the experience if they had a great experience they will want to come back and they would also refer friends to come back for further research and finally create efficient space so I draw inspiration from other industry I was asking myself which other industry has already solved this problem where they have to learn as fast as possible in a short period of time anyone want to venture a guess what industry this or do you have answers in your head so crime crime scene crime murder investigation if you read about it there's this rule that after 48 hours if you don't have a suspect in mind it's probably an unsolved case so the investigation the investigator team will crank everyone together in the room and then you see this part here they will have like suspect photos on the walls and they will stand around and start thinking about which one have the biggest motivation it's actually very similar to researcher isn't it so my idea room would be a research or learning room would be a room like these with pictures of our users plus it all over the wall and then the PO's developers will stand together and how why did this user use our our product and they also have interrogation room which is similar to our one-on-one interview and I want to create such an environment in SP design so we are looking at inspirations to create a space for learning where the users are on the wall all the time the journey is on the wall all the time screenshots and everything it's there so when you go into the room you feel like okay this is the room where I have to find out the motivation improve the product change a matrix and we did war rooms quite frequently next designing faster and here I want to put again time box on how fast you should be because as mentioned my fast is not the same as your fast this is a concept that we did for SP so basically you want to start talking about renewables in different towns different districts and when you have renewal data when you have data on consumption and demand then you can play around with pricing so this is a concept for maybe three to five years down the road which we drew up in four hours this is property guru listing details which we created in one hour a shout-out to property guru this is launched recently so you can check it out but it doesn't take a lot of time this is another concept around payment and the concept this design is created in about 30 minutes this is another energy app where you can track your life consumption if you have solar panel installed in your home you can check how much this solar panel is contributing towards your home electricity and then this is basically a mirror of the screenshot the actual earlier where you can see the different districts and how they are using energy and it's about two hours so how fast your design is actually depends on how fast you can turn out design as individual if you are so contributor it's literally how fast you can come come out with the design but if you are working with a design team then it can get very chaotic and again I draw inspirations in another industry that have already solved these problems so the kitchen where have you have to come out with dishes that are consistent in a very time pressured environment if you are building a design team these are some of the questions and some of the steps that you have to sit together talk about and ensure that everybody follow the same thing so number one the tools that you're going to use I would lean heavily towards sketch our sponsor I mean it's a great where's the sketch okay lifetime license I mean I've used Photoshop I use sketch and sketch just prevails and it's a reason why everybody is using sketch now and someone just shared with me there was this job requirement where one of the requirements is you need to use sketch if not we're not even going to consider you so that is how powerful sketches but I feel like you know keep an open mind always be testing new tools to see whether it suits you better so tools like in vision flint oh you know make it consistent so everybody is using the same thing then the chef I was this like a simple simple thing but when we were reviewing shed files and all the features you know everybody have their own preferences but as a design lead you have to ask them to come together and stick with one for the structure so you know where everybody everything is it's like in kitchen you know this is your spoon this is the stove so it actually helps in efficiency following me in convention this is another big thing have you worked with designers where it's that messy they don't actually put things into the folder and each of the group actually have like so many layers of groups and then you have a can you clean up your files so I make them clean out the falls so that each designers know where things are and know how these are organized and this actually plays a lot of difference if you are moving things from say sketch to Zeppelin where then the file folder structure makes a lot of difference the next thing that you which is very important that you need to actually sit down and and talk about and be consistent is the grid system so there's different different grid system all of them are right there's no right or wrong answer but as a design team you need to find one that works for every products that you are doing so we have a web products we have mobile apps and we did a little shortcut here we are using the 12-column grid system and if you can see this four column is the same as the mobile system so what you need to do when doing mobile responsive a lot of time is just copy and paste and put it on the same thing much faster pattern library pattern library a lot have been said I need to repeat it's very important you can see your colors as your basic ingredients in the dish I literally name them sob and pepper and and when you have the basic ingredients you compile it into components that you review we use all the time so these are the components that we use not only in mobile web and mobile app we also use them in web and these are just examples of some of the components it's more extensive than this and what you can do and glad sketch has finally come out with this it symbols and libraries how many of you are using libraries amazing right I literally broke out the champagne and yes we have this now a lot of work needs to be done beforehand so all your components needs to be organized so for buttons you can see we have buttons we have the different buttons for primary buttons we have the different state so you can use this library in most all your design files and you just have to select our design system is called looming kid so select looming kid button blah blah and then just paste it that's why design can be so fast now design system is like your product you need to be a product owner of it and it is not healthy for the design team to be leading this you need your developers buy in you need them to actually give you feedback on how to improve it so that they feel like they own this system if not the design system will just die some more ways of designing faster so I mentioned this create a design system and then check out plugins that will help you use free resources I noticed graphic designer a bit egoistic about this I will ask my designer to a download some free stuff I think they're like I can create all this why do I need to download so this is actually an amazing set of icons that I found it's completely free the designer probably spent weeks on this and I'm like just use it and finally leaving style guide work with the developers to come up with something that is usable for all the developers in property guru we have a designed style guide that when you change the elements it changed across four sites for markets all right so that is designing fast and finally measuring fast here's the game this is a tinder profile which is better what do you think if you think the left side is a better picture put our hand no one okay if you think the right side is a better picture put our hand okay so let me give you some numbers and then you can decide further all right so the one with a kid has hundred impressions means hundred people have seen it and five matches five matches means they actually swipe swipe right swipe right and then the one without kids 230 and eight matches so at this point what do you think which is which is better if you think the one with a kid is better put our hand and if you think the one without the kid is better put our hand all right so calculation so if you calculate conversion rate the one with kids actually much higher actually double the conversion so it works better and where do I get this data again inspiration for myself so I was at property guru and developers will start talking about hey can we do a tinder for properties or not tinder for properties and I've not on I haven't been on tinder so like okay I need to find out what they're talking about so I created an account and I it uses your Facebook profile picture so it was without the kid and then I start to get messages and matches and I'm like okay this is awkward I don't know what to do with them and I want to make it very clear that I'm not available so I chose a profile with my child and nightmare I started getting more matches and more messages and what is wrong with these people some of the traits of good UX matrix you have remembered that the matrix actually changed the way you design so if I do a certain activity what does it do to this matrix and we have different matrix one is the counting matrix where you measure week after week month after month and some are experimental matrix where you say okay let's test this out and if it worked then you're not going to measure it anymore so a B testing is one of that if you are doing like version version version by version iteration and you're just measuring specific thing if it meets the matrix that you are aiming for then you don't have to measure it anymore and the good UX matrix the design matrix actually follows the customer journey so I'll give you more example who are just just a shorthand who is actually acquainted with data analytics and using data analytics for your design okay it's actually not a personality trait of designers to be very acquainted with data myself included so the easiest way is just start with one and the safest matrix are probably engagement matrix if you are designing an application that needs weekly engagement daily engagement or conversion matrix where you are doing some sort of a marketplace model you have e-commerce how much conversion you have out of each user so just start with one measure it every week and get a sense around it matrix and numbers should be something that you can actually tangible you can fill it with your hands and a good designer will tell you that okay to change this matrix I have to do something to change it and next you can put a framework around it after you are acquainted with that one matrix this is the UX hard matrix by Google I find it useful for people who are stepping into this data and analytics role but again it's not enough so this is the user experience journey for SP user we have where they start to seek utilities where they start to evaluate now you have no choice there's just as few good we have such a easy job but next year the market will be open so all of you will have other retailers to actually choose from and then on board how does the user go about creating their utility account and then the actual usage of electricity payment billing so on so I mean if you are UX designer you probably have a version of this somewhere maybe it's in a wall event but the problem with UX journey is a lot of time it's not actionable so what we try to make it actionable is number one put the business view on top so you have the user view and you also have the business view so when you talk to your business stakeholder and say hey guys we need to improve stage use and monitor they're not going to understand and they're not going to care it's not really in them to empathize with that but if you say this is actually user retention that's where they start to pay attention or payment this is your revenue share this is user growth this is where they start to understand how important it is to be empathetic towards user view the next thing we do is add the matrix at the bottom so it gives us a sense of if I want to know whether use and monitor is successful then these are the things that I can look out for so here I know it's too small we have active users sessions per user consumption for user savings per user and so on and I have all these tell it into a spreadsheet that looks like this in Google sheets it's very easy to create it takes you about 30 it takes you about maybe two days to set up everything correctly but when you are measuring you just simply have to run the report it takes you a minute and all these numbers will be tell it a few things to note about matrix you have to run your reports every week at the same time if it's a two-week spring then the first Monday at that time 10 o'clock maybe you have to sit there and run the report and get those numbers if it's a weekly then every Monday and then after that you can get a week by week comparison week one conversion per user these are all fake data by the way nothing I can't show anything so first week 6.55 conversion second week it's higher why is it higher what did I do and then it goes so why why is it lower what did I do and this gives you a lot more objectivity in your design which makes you which makes designer very powerful I love a designer who will come out to me and say hey let's try this new onboarding because I realized that our conversion our onboarding is getting lower and we need to do something and finally you know I'm looking at inspiration again stock markets stock market is an industry where you look at the design you look at the magic and that second you need to do something so we have dashboards like this in SP digital and all developers PO's designers could crowd around and say aha you know this week downloads is increasing because we did a marketing we did a new campaign engagement is increasing because of these things that we did last spring this hypothesis that we tested so it makes a team a lot more objective about your product design and that's it that is the cycle learn measure learn build and measure but if you are already using this and you are using this successfully and you're still not getting traction which is what I am right now I'm thinking in an organization where can I go beyond being it's not it's quite easy to understand and practice but if you keep doing this week after week you realize that you feel like a hamster in a will you're just running and running and running to where sometimes to nowhere so it's important to have a vision maybe three five years down the road and see whether what all the experiments that you're running now could go into that vision so here I'm going to give you an example this was the vision with it and the stakeholder was CEO of SP group we had a we had a few concepts and then we show whether it matches his vision in five years so this is something that we tested we want to show more information about how each of the districts are using their energy whether they are sustainable as well so green is more than five percent contributed from renewables and then orange is less than five percent so all fake data but it's something that we are going to start to build and then in the community so imagine you are living in Sengkang it can go into the different buildings and see whether this building is you know sustainable versus that building is sustainable it brings a little bit of gamification as well imagine you are block A and then you realize block C is very sustainable maybe you can have some activities like you know really catch up to it it contributes to a bigger purpose of sustainability and here is the family view so each of you each of the family will have their own mobile app to also measure how sustainable they are and we also looking at renewables such as solar panels which you can buy and put in your home and contributes to your electricity so your bill will be lower so we had a showcase in Singapore energy week and I'm saying design can be bigger because if you talk to stakeholders they find that you are actually very powerful without building actual things in the island you can make their concepts and their vision tangible and I feel like this is something that only designers can do not even developers and we should really embrace that and here after using after showing the concepts we showcase it in energy week and that this senior minister of state we talked to her and she is opening the doors for us she's like okay you have to talk to this you have talked to EMA and and how can we make this faster how can we actually create an ecosystem of energy awareness in Singapore so how do you sharpen the future vision each of the lean cycle actually refines and sharpen your own long term set strategy so you talk about qualitative research that are very in debt like ethnographic study but I think as you go through cycle by cycle all these data actually accumulates into something that can sharpen your vision towards the future you designers should probably spend all time learning about the business strategy so that you are empathetic towards your business as well talk to stakeholders talk to key account C level if you have access to them and mentioned help the business stakeholders bring the vision to life you are actually the only person who can do it and when they share with you and say okay can you actually come up concepts you are actually helping them and they will see the value in what you can do and that's it so in summary learn build measure put a number to it it could be two weeks if you are even faster it could be a week if you're a faster challenge yourself it could even be faster but I think according to scrum and leaned anything more than two weeks you lose the momentum so try to make it faster so some of the rules of the games the speed challenge always challenging yourself always compete with your own speed validation and vision and finally I hope that end of next year when you ask yourself what you have learned during the year you can actually put a lot more learnings into one year where you can exponentially have ten years of experience in the year I've talked to graduates who are in lean cycle who learn so much and is actually comparable to people who are in the industry for years and years and I hope after today we have the mindset to actually learn faster and gain much more in our work thank you any question time for question gill hi thank you for a very interesting talk doing things in a lean approach doing things in a very short time span so I've had any experience where you have to work with a very big project and it needs to be done in a short time so what would be the approach to getting for that kind of problem thank you so by default a lot of the SP projects are very big projects we are talking about electric vehicles which affect government policy it affects the supply of electric vehicles that we have but we always start small so we have our own fleet of electric vehicles in the SP and we have also created an app for internal use and see how they are using it first and we will answer questions like how do I actually make them charge the EV should it be in kappa multi-storey kappa should it be in residential home and these are questions that will be surfaced with these 15 users of EV vehicles another one another project that we are looking at are solar panels and we have deployed them to about a beta set of users 12 of them so we put them in our home and then we will be measuring the consumption trends and we will be validating with residents whether they would even buy solar panels FYI you can actually buy solar panels for Ikea now but it's other countries so we are actually testing that and see what is the outcome maybe it doesn't work in Singapore at all because we are living in apartments and they don't see the use of having something in their home so there are a lot of creative way to test things simply sometimes if you want to test a product value you can just launch a Facebook advertisement say solar kit for $50 a month sign up now and it goes into nowhere but then you will see whether there's an interest there and you can follow up with these users to see whether they want to actually put a solar app into their home and test it with us so there's a lot of creative ways to actually get the minimum viable product out without even building anything I've got one question so in all of your experiences like because you're from the design team how do you talk to the engineers or developers into crafting out certain features in a certain way and you know how do you make sure that there is no miscommunication and all that I think I whatever I share now will be shared with their developers so they understand the thinking behind it and they understand why we do things certain ways we also get them to feedback on the processes so you know it's a two-way thing right this is what we think we should we should work together sometimes they have other opinions so we're saying the last time we wanted to push everything to Zeppelin there were a lot of pushback as well like why are we using Zeppelin why don't you just do this and then we had a presentation from there we gathered your feedback and then we hash things out I think it is one way of building the trust this is officially unofficially I think you know connect them as people as friends go out you know have lunch with them know them as in personal level as a colleague then usually it will just make things a lot more easier and it's not only developers but also your business owners your product owners this is why we have team building team bonding retrospective but sometimes it goes a lot to just have lunch with them and know them as per person and not a developer any more questions so the research comes in the learn part the research actually comes in here snippets of it so we always start with discovery questions we will ask users say if we are looking for bill payment we will ask them when was the last time they they pay their bills and then can you walk through what is the journey it goes from the trigger how do you remember you need to build a bills and then what do you do next then next next next next next and then you have like a whole set of picture or journey for this specific person this is where we get the contacts it depends if it is a early on in the process then you get to ask questions that are much earlier on so why do you remember when you need to open a utility account and we get people who have just opened a utility account if you are someone already have a come for yes they're not going to remember so every sprint every two weeks you have little insights like these and you accumulate all that to give you a complete richer data and these data will be validated by numbers so I've also done ethnographic studies which are very very rich but the problem is it takes a long time so I think you can do both but you have to remember that lean is probably a separate track and at the same time you could have an agency to do more in-depth study so for the design team in in digital we are doing leamed but we have also engaged agencies to do more in-depth ethnographic study the thing about ethnographic study is you can do it one time if there's no disruption in the industry that behavior is not going to change so you don't have to keep doing it every month because if you are not creating a product to actually disrupt that behavior they're not going to change so it would be more of a one-time investment so linear x doesn't actually move beyond the deployment of the product so if I talk about accounting matrix this is more into the matrix that the product owner have are tracking I think this is a good diagram so linear x sits somewhere around here linear x is somewhere around here and design thinking sits quite in front so design thinking you have your ethnographic studies you have your contextual inquiry linear x you start doing the learning part that we do so you come up with the concepts you run design sprints you test those concepts with the users and then that's where the linear x actually stops and you bring those designs to the developers the problem is you don't actually get to see the product being built and the product being used by users so some of the matrix that you are using in linear x are what we call experimental matrix it could be ab testing but ab testing is not the final product so you have ab testing say you test two versions of a design and then maybe 10% of existing user for one 10% for another to be safe right because ab testing to reduce the risk you don't want to roll it out to 100% of the users and you realize that option a is working and you decided to roll out option a to the rest of the population but then you have to measure whether these option a changes an uncounting matrix so this option a that you have tested and validated should change the behavior of the users who are using the final product and this is where linked ux stops because they're not measuring the the entail so it often distrusts the whole process or sprints so it just ends up extending to another spring so I wonder in your work set and how that affects you guys, I'm sure it often turns out to be a problem and how do you deal with it for enterprise they usually connect through an account manager or sales person and I think we need to respect their relationship because a lot of time the account manager and the sales person would think that they can speak for the users and a lot of time it is often the case they know a lot about the users and I think firstly respect their relationship that account managers or sales person have with the user and talk to them and I ask them questions you know they should be one of your main stakeholders and there will be questions that they can answer there will be questions that they can't answer and from there say oh you know I still have this specific question would you mind if the next time you see the user you know ask this question or can we just sit in in your sales page can we sit in when you have a meeting I would just be an observer I'm not going to even speak to the users because these are their accounts and they are very you know they want to hold it they want to be the authority over it and I think we need to respect that and once you have that mindset it's usually simpler there will be okay you know I see that these are some of the questions to help you you know I will bring you in and I will share more with you again it's also the one-to-one relationship you have with the account and the sales person so for me I always go out with the sales head of sales you know try to connect with them learn about their problems whenever I have a new designer we get schedule stakeholder interview to ask each of these stakeholders if you are head of sales what are the problems that you're trying to solve and how can I help you if you are a business strategy how can I help you it's it's it's also user experience in that way but it's internal no questions thank you thanks everyone


Hi, everyone, Joe for Jasper's casebreaks.com coming at you with our last pack That we need to do to unlock impeccable basketball. This is 2019-2020 Panini Chronicles basketball number seven nine six We're gonna do the break first and then we'll re-randomize everybody's names at the end of the break different dice roll and see who Gets the last five spots big. Thanks to these folks for getting into it All teams are in let's do the break first roll it randomized it five times one out of four for names and teams one two three four and five Jarrett down to Louie One out of four or five times for the teams Bulls down to Pacers house pretty funny dock rivers bulls when we're on TV right now And beads have been having a great game, but the bulls are still hanging on it's only 83 79 sixers No Simmons tonight. I think Simmons is out with a The stomach bug non-covid related flu I think stomach bug ate something wrong All right, here's the first half of the list right here Here's the second half of the list right there Matthew with the Grizzlies Palakins for Louie might might might find some John Morance or Zion's hiding in here sort this by column B by team. Let's box these up center it up Print and rip the break the impeccable break will be in a separate video If you're looking for that Eric's Davis Culver Coby white Tybal Yannis Ren and Clark Hatchi Mora Hatchi Mora Jackson Hayes Cameron Johnson got a nice RJ Barrett back here though Penini you got to make a luminance basketball. I think that's really sharp All right, so nothing insane there Nothing or we're we're riding home about But the whole point of this as we say always is who's gonna win those spots Get a get a nice impeccable spot for a fraction of the price. Let's roll it Let's randomize it one and a five six times. So it'll be top five after six Good luck one two three four five and six and final time after six Well from six on down my apologies to you, but I appreciate you trying Sorry Garrett Right at the edge right there at the cusp But I appreciate everybody getting in for the top five Congrats, we'll see you an impeccable Matthew Shearer Brian Louie Louie and Louie Three out of the five spots for Louie Brian and Matthew also in the mix I'm Joe for jazby's case breaks comm and I'll see you for that impeccable. Bye. Bye


good morning everybody welcome back to another stream hope you guys are doing great without further ado let's get started incident yesterday we talked about well probably the highest probability of it going down and end up going down very nicely on stream we talked about waiting for 10 o'clock i mean well the possibility of it just doing that you can see it just took out the range high and instantly sort of pushed back down but gave you a nice little entry at 10 but again it's just it pays dividends just to wait get that confirmation at that 10 o'clock as soon as 10 o'clock hits next candle comes down and you come crashing down and just sort of like very nice territories i mean we can look out for a book map again it just shows that same thing just slams it into these high walls comes back down collects these shorts and just shoves these off just for one more chance to say oh look we just went down so we can re accumulate and they came back up just trapped more long than decided you know what enough's enough and they just ripped everyone a new one targeted the weekly low then just gave you guys a nice little soup nice little turnarounds and just rechains back into sort of 50 percent territories from that weekly range which is very nice and just bounce off of that again timing wise came around to like 12 o'clock 11 45 we look at yesterday we see if there's anything sort of just signaling that again 11 30 i mean there was just bills but nothing too important looks like two o'clock was and five o'clock was the times look at those two o'clock coming in here giving you the final sort of yeah in the coffin at this point pushes it down further then five o'clock coming in uh five o'clock coming in here slight push but not too much again nice little sort of points to say hatch around but generally it's just 10 o'clock came in super strong just didn't sort of no one really survived that i guess if you're long everyone just instantly just forgot about benchmark i guess uh i'm checking everyone's just forgot about another dream of higher prices so that's really good comes in gives you one chance for hope yes that this 50 percent of that weekly range super easy sort of to target this nice little buffer then if you were still waiting on some other confirmation to reshor again just had that two o'clock sort of builds up just outside sort of structure here and push in have a look at what that looks like on book map again just traps longs re-accumulates that and we just we go just filter out into that there we just hit enters a bit more long a bit more long here from the sort of insane sort of level shorts pushes those liquidations uh from these sort of shorts that were entered at the weekly low at that break i was in here with re-accumulates uh longs so they can push it down further and further they went now on to what we sort of made a problem expecting from today feels like it might be a mixed bag today we're already at the weekly low we already took a bunch of sort of liquidity where sort of heavy heavy correction gates sort of uh any sort of longs there we go nice little zoom out i mean as you can see there's been a lot of longs at these bottoms so it's just been sort of privy to sort of try drive them out literally just heavy on the short on the downside i mean most of this were just the cascades of liquidations to be fair so we'll see uh when they end up they if they end up accumulating long if they just drop it down further into sort of 20 500 20 uh 250 and so on before sort of going about their day and reversing on this if you look at it uh in the sense of traditional chart wise again there we go grab these guys out came in the only sort of target for outside the range of here i think as long as we sort of keep below here we're still likely to continue going down if we keep our head outside the range again it's just you should really look for it to try hold these lows uh if you want to go long realistically you just don't want to spend too much time uh away uh away from this range ideally you want to work your way back into sort of the high as you can see like the more we spend and these uh these lows the highs we end up just pulling it out but considering that there there are a lot of longs in this in this area here it's just makes sense to at least sort of drive that out of the market uh before sort of continuing an uptrend if they are planning an uptrend but it's just something that you want to look out for so i mean already sort of coming too long here so we'll see if they end up dropping it in this sort of instant we look at today terms of news releases which should have been a it should be an interesting day today uh we already had jobless claims uh nine o'clock we've got another sort of fed speaker uh didn't really affect too much the initial jobless being down is good uh something that you want to sort of show signs in terms of uh longer term trend wise uh i mean continuing increased which is uh it's yeah increased it's by 7k not too much but it still was to be expected after let's say at the Christmas periods over the sort of temp drops are done but it's something that you want to look at and just say you want to keep this sort of down uh you want to sort of have sort of signs of uh sort of labor market fixing itself for any sort of really major change within sort of the market and hopefully come out sort of this recessionary territory that we find ourselves in in terms of other sort of timings looks like uh just got a bunch of data coming in at 11 uh but main things the thing we're looking at is probably 12 and 115 uh other than that the rest of the day sort of clear right offset our sort of 10 o'clock to 11 then have an ablated sort of 1215 or 1215 or uh 215 sort of uh trade window to sort of try reverse whatever ends up happening within this current sort of uh uh trade timing i don't know it's just whatever um in the back there we go i mean most of this drive was caused by es i mean like i said es was in a position where i did want to come down it just was very high just i mean it pretty much cemented itself and saying oh look look at me i'm just collecting long traps here and i want to go down afterwards and it ends up going down uh very aggressively uh my ad um it's uh i mean you can still sort of find itself a bit further down uh god damn it if you look at sort of the owl sort of workers uh we want to potentially walk her out potentially here uh if we're sort of stretching it but it's here or the next sort of daily level i mean it's far cry from very source i guess started here and where we ideally wanted it to be uh it's pretty sort of uh it's fine i guess nothing's sort of too major nothing's sort of too overtly sort of garish considering uh we're just coming back into sort of this range here so we'll see if we try and recoup some ground before dropping it further uh or it's something that ends up just just sort of sweeping on us and going a bit higher but i don't think it's over in terms of going down a bit further at least trying to test out these lows here uh could be something i mean they do have pre-existing volume at these areas just shows that this level is really nice the for it but as long as it holds inside we're sort of probably looking for it to come back down i mean if it cleans sweeps we're probably dropping to just daily low here and before sort of doing anything else uh again could be very sort of interesting to say the least usr you and you look at usr yeah sure again looking at bitcoin on these just playing with support levels nothing sort of too nothing too sort of uh interesting again it came all the way down to 2450 and to get uh to the next one sort of is is that even number again we're trying to look for to hold inside here this sort of trap volume here of shorts as long as it's all coming in around here i think i think we're good in terms of trying to push it up again you could push up higher then drop down further and that's of the you want to consider before sort of committing into uh any sort of longer term swing trades here's oil i just use crude oil the usl i mean she doesn't matter if i just use crude oil crude oil i mean cl crude oil or something like that i think i both i guess i mean there's a drop that we expected from crude oil uh just coming in makes sense finding itself now pins here we'll see if that ends up continuing and and finally meets and marries this level here or if it just holds off of holds off of this and pushes out but generally i think i'm more impartial to sort of saying this uh finds a bit more lower sort of territory again demand be damned just makes sense that we'll look for lower there we go so a nice set of capitalizes itself on that previous volume node gives that support a bit of a spread and as soon as it hits it finds how many orders it wants drops it you know what i mean to look at usl as well i mean do you guys even something i can look at i mean not really the same thing it's just gonna probably looking further down i guess nothing sort of too interesting to say i mean i doubt you any anybody uh i doubt usl is going to be one of the major sort of competitors but if you think no no it's hold on i got it okay cool it's good yeah i mean it's probably see that trend continue down a bit i mean gold sort of holding up its own up here it's not really wanting to clear um in considering uh i mean everything's going down i thought traders will rush to sort of uh rush to sort of move the funds into gold just showing some stagnation above this sort of area here interesting sort of see but if we sort of drop it and the thing that sort of just signify that is a lot of weakness a lot of scaredness mark but i think because we're sort of holding above here the more we hold above the more likely we are to drop again just shows that there's sort of collection uh of longs in that area uh and sort of the counter trades being sort of taken it's a weekly broken and gold it's no it's not okay thank god in the weekly looking like a nice little diamond popping at half i think first half long second half being a bit short could sort of drive it up a bit further we'll see if that ends up happening but just very sort of uh very sort of super uh i mean it it should sort of look like a second leg or larger second leg again we've said this in just longer term wise we'll see how far they drop it when they when they drop gold that should be interesting to see and i mean other than that not really too much why is everything not coming in here is everything just getting removed i mean really not too much to say today uh unless you guys got more to sort of one chart uh pretty like sort of kill couple couple more minutes wait for sort of times to run out we can close it off sign to stack up slowly on this long here so see how far they uh push it up again just like yesterday just sort of pushing it up ahead of time we only want to look at that it's like okay cool they're probably getting we've got numbers coming out 11 uh so it's pretty late i mean so which i think we're just pushing it up this wall looks nice just above this area here if they choose to take it i don't think that's currently in the cars we don't really care if it is or not uh there you go they already removed it like i said i'm not really in the table i just collecting that sort of major sort of long looks like everything else in terms of oh yeah they're just they're gonna end up failing this so it's just a matter of uh when not if at this point i mean it's coming to sort of this uh area here just absorbing taking this time if they drop a bit further after the fact i mean again trade wise you guys know i i always recommend you guys wait for 10 o'clock or wait for the range set up i mean sure you miss or how much this uh is by waiting i mean sometimes you may miss it entirely but that's the risk you've got to be willing to take i mean you miss let's say you you miss a percent or two maybe half a percent but it's just that confirmation's worth a lot more because it gives you an entry and it gives you a relatively safe space to place to stop so i mean that's an easy trade off any day of the week i sacrifice a percent to get uh to get four percent out of the market i mean any day of the week it's just anything more than that it's just like it could be seen as greed again just sort of level head yourself say ah kiko that's all i need because you could always just re-enter i mean it's there i am i'm in the right let's re-enter again or re-add more shorts and then there's your there's your percent or two back again and then you just gotta live like that just trade confirmation i mean yeah always trade trade sort of confirmation piece of mind for profit because you there's no point entering a trade when you won't get any peace of mind out of it it's just you're gonna have to always look at it it goes always gonna have to micromanage it uh if you need to micromanage a trade you're probably not uh not too confident or not in the right trade either or all your execution leverage is insanely high you expose yourself to too much risk and it's a very emotional trade but it'll be wrong nonetheless any sort of more things you want me to chart if you want me to chart some forex pairs go ahead leave them in the chat we'll actually chart those for you guys i don't really want to look at them but i mean if you want to look at them i'll look at them i'm capping off again just giving yourself that sort of bigger sort of short bottom not really they really haven't liquidated these out yet so i mean it'll be interesting to see if they choose to liquidate them first and how far they want to push up to liquidate them if they need to sort of move all the way back into like say 2900 or whatever uh there we go this is back again so it might sort of springboard a bit all things considered but generally again just finding yourself here is not not sort of too bad of a position as long as you sort of hold here hold around this area and from there reverse it i think they're pushed up what's yen been up to okay i would look at yen then uh did they have they had they had news recently did they not uh uh so yeah sometimes i'm stupid this one i've already tried oh that's not inverse man what am i doing with my life yes yeah there we go slowly coming down i guess to be expected i mean it just had like a like weekly was just a nice little ass hat so mark these out now for resistance there we go i mean we had that sort of ever since a large explosion here drop as you can see there's your reference point here which comes in under this is like reading bug map is just your volumes coming under drops it finds its matches for it finds support here pushes higher there's resistance here nice little double top or i mean it's very hard to see but it's a nice little sort of collection collection drops it down further pays us a bit drops it down to the next support nice little trap both ways double bottom and again just traps the volume and pushes it back down projects off of this slowly coming back down now and we want to see where you'll find itself as a support wise uh is any sort of lower territory we're looking for support wise that's the thing i mean all things considered there's your trap push it back down it's just been holding here which is nice uh of some level of confidence i guess uh we'll see if they come down a bit lower that's the thing sort of coming into sort of retreat retreating back in sort of newer not newer territory but sort of old ground that hasn't been trudging on for a very sort of long time that's something that you want to look at but we do sort of have this level that's felt present that it's at all it's already come to and there's just stop where it ends up stopping anyway so we'll see again these volumes of if there's trap end up pushing it further off of this it'd be interesting to say the least i think this is a weird way around because usdj suggests uh i don't know man i don't care anymore and again just coming back hits that volume push the bag down holds off this get it should be sort of where to sort of want to reverse this uh just sort of the only basis of what already already happened what already happened on these two candles uh but i mean worst things have had has happened already i mean weird i mean the other things already has happened so maybe we get something like this push it down sort of break the lows here then sort of try reverse it see if we can do something like that i mean if we get something like that it could it could be nice it could sort of uh take this out i mean just four hours just instant sort of burn kind finally sort of i mean it's mellowing out there's your short set of a trap push it back out i think they're just trying to reach as much or trying to get as much as long as they possibly can it just looks like the greed play again greed play always gets sort of tough out we'll see if they end up just doing that and then sort of something like they hold this then you're looking for lungs really down it's just it's just repeat and everyone's cancelling the plans for the bear mark and for the bull market i don't know very fickle and in nature i guess people i'm stopping why it's not really too many places i mean we do have a bunch of places marked out on on here 19 very sort of even numbers we have this area here which could be nice if we find ourselves here then in terms of re-swinging in terms of longer wires just coming back up and this becomes the top but realistically like if we're sort of coming back down top should be around here in terms of retesting it and we'll look sort of where this ends up doing this but again you could expect both and just trade whichever comes first and if and the if one looks better than the other just prioritize the that one you know you can be with some non-committal as i am it helps how you sort of temper expectations and really nothing too much to say from today we see where ES and ES ultimately unwinds at i mean it's already looking like they're taking those shorts out we'll see if they end up just pulling up to then come back down whatever the deal ends up being so we'll see if we get something like this to sort of run at these lows and get that revisit to 2500 and sort of get that shift back into sort of higher territories again could be interesting day just be mindful of the time means that you need just a couple of speeches not too much in the way of things i guess could be very sort of crazy following sort of 11 so especially with sort of oil changes so maybe we end up looking better for oil i mean yeah it's going higher before any sort of major news releases so it's probably something that you want to say again it's just whatever it does prior to the time 11 o'clock here if it does this you're just doing the opposite it's just it's nine times out of 10 it works it just works obviously you want to pay my attention to sort of what level it's at but other than that nothing really too much to add maybe if we find ourselves here especially here at 11 you're probably looking to hit it down i mean it's already looking very sort of heavy on that long we see what opens brings got the hour after opens sort of monitor things so it'd be very sort of interesting but that's pretty much what i got for today thank you guys so much for coming hopefully you guys enjoyed the stream found it educational or whatever or whatnot i'm just too tired at this point i don't know man when we keep switching just can't stabilize it which is very annoying but again thank you guys so much for coming i will catch you guys tomorrow if i don't see tomorrow hopefully you guys have a lovely day have a lovely weekend trade safe peace


Thank you. Some high expectations being set. I hope we try to come closer to that Okay, so first off I want to just thank Sudanshu I think the points with Sudanshu articulated today morning were so apt out there and Personally for me like I'm a big believer of partnerships, and I think that's something which Is a huge segue to our topic as well Okay, because we are talking about innovation and we are talking about how innovation can impact digital marketing You know when I heard the heard the topic given to us of Innovation and impact on digital marketing and I immediately looked the amount of time we had You know so we had like 30 40 minutes, and I felt like look This is a conversation which can be a day-long conversation and believe you me it will still not have we will still not have enough of it You know So in the next 30 40 minutes, we'll try to touch upon some interesting facets around Innovation and how it impacts marketing before you know, I start the conversation I just want to add a couple of points so that I can contextualize the conversation per se So today if you look at that word innovation and we try to decode that word I personally think that we all are in a super store of digital innovations You know so you talk about AR you talk about chat boards you talk about influencer marketing you talk about content Platforms you talk about marketing automation you talk about data warehouse, you know you talk about DMPs You talk about so many and the list can go on and on and on right So that's really you know We are surrounded with all of that and obviously when we are looking at all of this I think as the panel members out here as with the kind of vast experience they have You know you're talking about people cumulatively having about 50 60 years of experience They've dealt over the years with change and applied that change Learn from that change in the ecosystem whether it's the consumer change whether it's the technology change whether whether it's the way The media is evolved and then applied that to marketing, you know We've seen all of that coming to play What is making Interesting, you know when when we try to look at the present and we say that listen What's the most interesting thing now for us, you know So innovation is not just helping brands or existing brands market to consumers in a much better way But now we are also at a point that because of digital innovation There is a rise of new brands Okay, so we are now seeing a virtuous cycle Okay, which is like saying innovation is not just helping existing brands But it is helping people get ideas and people are coming up with new brands. So it's a full cycle right now guys You know, so this just makes it so interesting for all of us To be in that ecosystem and try to get our minds wrapped around it and use that Opportunity, you know to our advantage from whatever roles we play at this current point of time Yeah, so You know to just start my first question what I'll do here is I'll make another comment out here And I say that look, you know when we look at Innovations and when we look at marketing per se Many of the panel members out here would very have closely seen with their own experience is successes failures Learning curves as you know, I borrowed this word from Ranjini yesterday evening and she used this word Which is called medium success, you know, which I feel is such an appropriate status for many of us You know because innovation is not about big success innovation starts with some to medium success, you know So let me just stop my monologue now. Yeah, and and so what comes top of mind, you know, Ranjini to you when you think of marketing and innovation Hi, good morning, everybody. So four things come top of mind Sorry, you're going to be subjected to another monologue, but as marketeers. I think chatting and talking comes natural to us I think the first thing is just borrowing from a great saying with great With great powers come great responsibility So if you look at what digital innovation has done for us, it's given practitioners practitioners like me Great powers to go down the brand funnel starting from awareness going all the way to commerce And how does every innovation play itself out very significantly across the span of the of the funnel and Coming from the jewelry business. I head up marketing for Tanishk for us It's helped us let me give you an example in two ways one We speak to many cohorts of consumers and in the past the spray and pay mechanism has been quite limiting But today you can find cohorts customer audiences look-alikes Feed communication to them depending on what is your job to be done? So I think the first learning has been don't be overwhelmed by what you see digital offer to you Look at what is the job to be done and apply the filter of which lever are you trying to influence between? Awareness to consideration to preference to commerce. I think the second learning has been that we've always been fed Thanks to our education system like nothing succeeds like success And that brings me back to the conversation we had yesterday about meeting success But I think now the whole mantra is nothing succeeds like experimentation So if I look at the virtual try-on that you see on our Tanishk website today and where we started We've come a long way had we looked at our first proto and said that's a failure We wouldn't have moved forward at all or the chatbot which was like a machine and slowly we gave her an Uftar we gave her a feminine persona We added intelligence to the how the chatbot response our first attempt was pretty Rookie and paltry. So that's our second learning which is like keep experimenting the third is another debunking theory that Man is a creature of habit. I think that's changing our consumers are adopting new habits faster than we are So I think momentum is critical and is key Fourth, I think something you spoke of so don't you spoke of no man is an island today The ecosystem that my team manages is vast the amount of partners we've brought on board We used to have a digital agency a media agency today my agency list I mean, it's not as impressive as the way you had it at boot But it's a large and everyone is a specialist who comes to the table with a certain expertise And we have to build teams and we have a lot of young members in a team who learned to work Cohesively with these diverse set of partners, but still hold the brand together I think my that's sort of four things that I just wanted to kick off this conversation with I'll come back to some points later Santosh You want to pick up any queue and talk about you know probably innovation and I think If you would call out any failures in the process of experimenting with innovation Yeah, thanks. He book. I think a lot of relevant points made by the engineer also on this topic and Maybe a few examples and as you said failures We are all just out of coven in fact one of the first conferences of exchange for media. I'm attending Physically, otherwise it's mostly on the screens And here, you know, I go back a year or two years back when covid stuck and a lot of people said now no showrooms People will buy cars That's what started triggering this entire digital buying process And then we had a lot of collaborators. They pitched ar solutions We are solutions to us saying that you know, this is the way a future of buying cars And nobody would come to the showroom. They would not interact with a sales guy So why don't you go online and you know, this is a very natural Process and we said firstly will people buy luxury cars online because we are not a mass market manufacturer And second is whether this experience would work But having said that if you don't try you will never know so within around 15 days unlike a typical german organization We were able to get all the requisite Approvals we got certain partners on board and we went live within 30 days And there we had our set of learnings So one of the biggest learning actually it was something that we could have easily figured out in retrospect Is virtual consultations doesn't work because you know there we realized that That many of the customers used to dial online but never used to keep the cameras on And then later on we felt why because it's a two-way communication. It should be quite simple So we did a simple dipstick research. We called up some guy saying why didn't you switch it on? They said hey, I was in my pajamas at my home and I don't want you to see me I'm buying a luxury car today. So I don't want so I am fine to see your car, but not me as such So we had to shift we had to shift to non-intrusive ways Of course chatbot were there, but it's too mechanical You know, it's again not human interface and therefore we now have chats with human interface 24 by 7 and from there till now Today, you know, I'm proud to say we do 15 to 20 percent of our car sales online Which is more than 1500 crores of business Buying a luxury car buying a Mercedes Benz online was never thought of we are the best market in the world today when it comes to buying cars online We last month sold 100 cars via chat consultations. I am saying jant to May period Even of course you can say 100 cars over five month period may not be great, but still chat The the guy has not the person has not met the customer So that's an example. We we we learned quickly. We changed the processes We came up with a fantastic marketplace format and we innovated The other example I would like to give is again, it doesn't need to be just a marketing innovation, you know, again Going back to the kovid example We had a huge issue in finding kovid testing centers And we said can there be a product innovation which can help customers So google itself has not powered their maps at that point of time We quickly spoke to mac my india. We had hardly a couple of centers across They were able to juxtapose it and in our head unit of the car because all our cars are connected We were able to give a solution where you would sit into the car and say navigate me to the nearest kovid center So it worked frankly for 25 days because by that time google had everything there and much better frankly than us But in that 25 days, I think the customer feedback was at least you guys thought about it And that's something which also goes beyond Marketing or trying to sell something can you be relevant at the point where the customer wants some Some stuff and how fast can we turn it around? So these are examples of innovation doesn't generally mean to sell a product or to just build a brand What kind of value you can add to the customer also helps so maybe helps the audience to understand I think we know when he's echoing that part and the word which just Stays with me is that micro innovations or incremental innovations You know, so whenever you're looking at incrementality you or innovations are not really about going 20 steps ahead in You know incremental innovation. I think are very smart hacks to empower the business Okay, so Just another point you made which is very interesting and we experienced that the same With jewelry buying we never thought people would buy jewelry through a video call And we have a substantial amount of business that happens Through video calls today even post The normalcy coming back and it's a point that Sudhanshu also made when you have a strong brand if you're a trusted brand Your innovations take off from what you've already built over time and that makes Success or experimentation even more Easy for you. So you must trust in your brand and Believe that consumers are quite forgiving even if you have something which is a work in progress Yeah, I remember you having this point or this comment which you made yesterday was about, you know, the whole purchase journey You know where the person is in the store They are patching their family Okay, so they are able to show the designs to them. They're able to quickly get Buy-in of which jewelry design works for them and they are able to then take a decision You know, so this is a classic example. We are saying that and yeah So that's a very interesting point out there.  I'm sure something is taking in your mind Uh, so I'll just pass the mic to you Yeah, thanks, uh, it's very interesting to hear cross industry experience and I was just talking sometime back Digital is of course exciting and we see innovation almost every day I think what puts back an ownership on us is to make very wise choices You know market is often when it comes to especially digital have this fear of FOMO You know, I don't want to miss out this platform I want to participate here. I want to be seen everywhere You know, what works for you is very important for you to judge now giving an example of you know, my own brand Crumpton, we're actually into fans where we currently the market leaders We're into other categories as well. We're into appliances. We're growing very fast there. We're into lights We're into residential pumps and we've got into Uh an inbuilt appliance category, which is very different from what we've operated in the past You know an inbuilt hob chimney and so on so forth now What came as a task to us was, you know, what works for fan definitely does not work for inbuilt Let's say, you know fans is more than a 95% plus penetration category and so is lights And we very salient there. So, you know, what is the choice of medium which we need to adopt for fans Probably will not work for inbuilt and therefore for as a marketer It's our responsibility to choose what works. What doesn't work and also within what works not to get overly excited Now, let's say fans does really well. We're, you know growing in a market share. We're doing extremely well Sometimes you get too tempted to make certain choices. I'll just give you an example Which was a partial success as you guys call it And you know, I'll just give an example of the similar tool which was used somewhere else So we started working On a new fan, which we launched which basically stood for silence And we said that okay fine silence is what everything everyone talks about Why don't you we put it a little more forcefully at the point where it matters So we started doing location based targeting through one of the platforms And we said, okay, we came at inviting higher footfalls to our nearest outlet Yes, we did get incremental footfalls. The idea was also to lead, you know, the way the objective was defined Increase awareness for the new product Increase concentration and invite footfalls now three tasks on hand for the same product becomes a little difficult Yes, it did lead to higher engagement, but it did not lead to incremental footfalls as we expected and The basic thought of fundamental of what the brand stands for or what the category stands for is that the replacement cycle is just five years You cannot insist on a consumer Making a footfall into a shop by seeing a visual eye You know, of course, you can lead to a higher top of mind You can lead to a higher consideration and therefore to for you to define your campaign success measures on digital becomes very important depending on which stage of the consumer journey you're in You know, and what is your replacement cycle? What is your category like now the same example? If you've taken for something like a mcdonald's could work a little better when you do location based targeting You've got you know Creatives which talk about certain offers you immediately attempt as a consumer to go to the nearest outlet and then you know Seek that benefit or gratification which you get from a particular advertisement You know within that vicinity it doesn't work in certain categories It does work in certain categories and define your measurement index really well So there has been of course certain learnings. There has been great successes. One of the brands where I worked earlier Which was one of the oil companies where we were targeting at mini mini vans, you know the smaller mini trucks There we said our idea of location based targeting is higher engagement and awareness with the consumer. So the the overall Business size of the segment size being relatively smaller We wanted to ensure that there are no spillages You know in our communications. So we started doing location based targeting on On targeting certain, you know van stands The engagement was really great. The awareness levels went really high And we saw great success with the campaign also the same campaign applied to fans same campaign applied to other categories With different objective led to different results. So it's very important that marketers as they you know Dove digital make very Conscious choices and rather I would say be cautiously optimistic about what they want to do instead of doing everything So that's That's the task which I see is really important because we will have abundance of choices Which is great because we will have to use different tools for different spaces with different objective But what we need to do is what we we need to be really clear about that cautiously optimistic Of the time So Vishal, you know, you know, that's a perfect segue You could be a devil's advocate out here and you could say that listen, you know These are things which we have to be very mindful when you deal with innovation. I'm in fact going to get into that only See as as for me in innovations in digital It's a huge huge trap. It's a huge trap for marketers There's and like you started the panel there. There's arvr metaverse Name it and you have something over there. It's a huge huge temptation for marketers to keep on experimenting with Yes, now we need to be very careful about what marketing is. It's a very very basic Okay, it's not that basic But but we don't need to make it more complex We need to be very sure about what our objective is Nowadays I see brands talking about They've gone into metaverse and what have they done they've taken interview on metaverse So what what what did it solve? What what were you trying to gain from that So I think innovation in digital would be very basic. I'll give you an example I was working on one of the sports brands. I wouldn't name the sports brand and typically from a media point of view We were Going across to all platforms where there was any sports content. There was life sport, whatever But the needle wasn't moving And we realized a very simple thing which we should have done before We even went to that campaign that most of the people who are watching That piece of content on sports are not playing as in they they're sports fans But they themselves are not sports person and and that's the Place where we went to a live panel. We recruited people People who were playing active sports at least for two hours in a week We studied their digital behavior did a basic lookalike modeling and then reached out to those People and those people were not necessarily on sports platforms and the needle moved and it's a very basic very basic innovation which digital Kind of gives me so I I think these kind of innovations are more important Rather than going by what is going to come tomorrow a day after tomorrow. What is going to be the future? I think right now We should we should do what is more relevant for the objective today Another example. I'll say but is that let's not lift and shift There there is a solution that probably works somewhere In some other geography or some for other for some other category But probably not for your geography not for your consumer and not for your category For example, it works brilliantly for burger king and mcdonald's in us But you try doing the same thing over here. We did that for a brand tried to Try to move consumers To a format store with a special offer nothing happened And and and then we needed to do the basic thing went back to what the consumer wanted What the consumer behavior is did few at winking and it worked So digital gives us a lot of choices now There is a lot of innovation we can do but we shouldn't get into a trap check I think it's a very good point and I firmly believe that innovation is not something that you are on a new platform Because currently a lot of marketeers agencies and you know teams our own teams They like to be on new things. What's there? That's not innovation I think innovation is coming from the consumer insight to say what problem can we solve and will the industry follow you And are you able to do something as a benchmark for others and they follow Even not for others but for first for your own brand and then maybe the others follow you So the trap is there are so many buzzwords as deepak rightly started with the ar vr metaverse so on and so forth And new trends it's all available in the public domain Now taking that as a platform or taking that as a tool will it qualify innovation? It sounds cool to do it Good for the management good to go back to the client or to the or to your bosses and say, you know We have tried this but maybe it is just uh, you know, you're trying it That's also great because only if you try and if you fail you will learn But I think we need to start from consumer insights and really classify innovation as something that will solve some consumer issue or a marketing problem that we have in front of us So that's uh, this uh, discussion is more about innovation So we don't want to take away The spirit of innovation because you have heard stories. We didn't work very well or partially work But at the same time, uh, don't fear to innovate also. So yeah, deepak over to you Yeah, I think what we are hearing is useful and sustainable innovation and and as we do that I think The focus shifts not on the innovation. I would probably say the focus shifts on us We as people who are surrounded with innovation or we as teams who are surrounded with innovation and with partners Which are in turn our our closed ecosystem our bespoke partners Um, and when I say partners, I'm also talking about our own colleagues, you know Understanding that how can they tackle that innovation? Do they have the right mindset to do it? Um, anything which is new Uh, uh requires discovery do we as a team come together? Collaboratively to solve that problem or is that is that innovation just been delegated? You know, so because you're also because finally you are Innovation is equal to risk and risk needs to be managed. You know, so I'll just you know with that point Uh, I know there are some thoughts on ecosystem on team on organizations around Jenny you would like to probably start See, I go back to uh, and I think some of this uh, vishal and sandosh also indicated I think if you start with what is the job to be done or what are you trying to solve not sell Then you'll identify the right innovation like and and the whole value prop that the consumer is uh Is is exposed to is very diverse and very huge So somewhere even as marketeers, we are conscious that the world is so evolving that on certain days even as A jewellery brand like tanishk offers you same-day delivery. Can you read that? But it is that uh, it is hanteris and I want to be able to put that gold coin in my uh, Pooja and I haven't been able to step out or I don't want to step out and therefore Can you make it convenient for me? So I think it starts from saying what is the consumer problem? I'm trying to solve and does my innovation allow me to solve it Can I solve it on my own or do I need delivery partners payment gateway partners? mechanisms around which I don't need to solve everything on my own. I need to get a team together to solve it So I think that's the heart of the the linkage. I mean it stems from the consumer like all of us said But um, there is a whole World that needs to come together to solve some problems and we have to orchestrate that Vishal you have No, I'll just say that uh, you know understand your brand funnel really well Where do you want to focus on because it will become otherwise very difficult You know top of the funnel mid of the funnel bottom of the funnel Each one of them will have a role to play and where do you want to focus at that point in time? And where are you in the journey? So that's very important So, you know we spoke about You know, there are certain keywords which I presume you guys would have picked up You know before I add the next question I want to create this opportunity where if anyone from the audience wants to ask a question You know, um, please feel free to raise your hand I promise you a 15 20 minute dedicated slot with one of them. I'll fix that on your calendar You know, that's the incentive for you guys So if you're up to uh, don't hesitate to uh, you know, show your curiosity Okay, I'll take that I'll I'll take that as a pass So before, um, you know the last the last as we try to probably conclude the conversation or bring this to a logical conclusion So far we spoke about you got different perspectives around innovation out there Having said that, you know, uh, it's innovation is also such a thing that we were constantly seeking Right, you know as much as we have to manage it We are always on the lookout of it, you know from from that lens My last question to the panel members would be that when they're closely looking at the funnel Which are the areas where they actually feel they need a little more innovation?  It's not about sales It's about creating desirability for the brand So and digital generally and digital marketing comes with this performance matrix always on on clicks on pass-throughs on cost per sale And I think for us the challenge is on the top of the funnel In terms of how the desirability can be increased using digital and there are a lot of tools There are a lot of science available, but still it lacks measurement like any other Medium to some extent on the desirability side But when it comes to end of the funnel, there is a lot of data available To analyze so in our view we are still looking at How can this via content? Of course there are already solutions available But what can we play because there is also sometimes the team comes up and says we should not be on banner ads We should not be on some of those areas because as a luxury brand It doesn't suit us and there is nobody going to see that this car At a small banner and then going to click and buy these cars So that's actually taking away from digital advertising to some extent But when we look at content we try to look at it completely differently. So For us as a brand the innovation we are looking more is in the top of the funnel Surprisingly not at the end of the funnel Good one I think I have I have a diametrically Different thought and I think that's nice to see challenges sit on both sides. I think retention and Because consumers are getting promiscuous They have choice How do brands continue to be immersive? Give consumers experiences that build stickiness and loyalty And I know there's a whole lot of discussion Do consumers need to be loyal to brands or do brands need to be loyal to consumers? That's for another day, I guess But I think that's where The largest challenge lies for us as As a brand because we're a very strong brand and we're a national local brand as Thanish But as more and more consumers have a wider canvas of Jewelry options that they are looking for how do we stay abreast? How do we keep them engaged? How do we create communities and conversations? We have been doing some bit of work there But I think there's lots more that we can do And as value propositions are quickly outsourced and resourced and equally shared across competitors How do you stay ahead of the game? I think that's one of The things we need to constantly keep working on Yes, we do need more innovation in awareness You know retention and pragya, you know pragya has more to add Because you asked for a wish list, so I don't want to miss out the chance So, you know, of course to opposite view and this is a little out of boundary so Of course as marketers and I can talk about my industry one is digital the other one is traditional And so traditional that it can go into even in store visibility, right? Now how can digital play a role outside its immediate boundary of digital? So if I have spent money on in store on television, how does it give me an ROI there? Right, of course there has been thoughts around, you know, if you do an outdoor There are tools to measure that, you know, how are you increasing your awareness, engagement, football, whatever But is there a stable solution in the market for that? You know because we tend to for a mass brand like us, which is, you know, into categories where we can't ignore the audience Which are outside of digital we need to participate there The study says that consumers look for solution both online and offline and they look at a fan or even an electric kettle or whatever But they tend to also go to the shop to buy it And if they go to the shop to buy it, then I need to place my, you know, brand everywhere Including my in-shop. So how does digital play a role to for me to see how much of that is working for me? So that's the wish list You know the list can go on. Yeah Thanks. I I just like to point out that the biggest innovation that digital has brought to us is moving to one-on-one communication rather from one to many communication And and that is where whether it's in store, whether it's outdoor, whether it's online, whether it's offline Digital has a role to play Somewhere we are putting extra burden on digital because of this whole attribution game We we we kind of look at digital only from a performance point of view looking for ROI on every buck spent which we don't look at probably from offline media and and that is where Somewhere we're limiting the beauty of digital. Digital has a lot to offer and I'm not Conchusing it between the personalization. I think that is another trap and probably for another session But this one-on-one communication, that's the beauty and that is where we need to Judicially pick up innovations that within that what we want to pick whether it's AR Whether it's simple analytics, whether it's more in terms of targeting whether it's Metaverse so I think Digital can help you in in your in store as well as your Outdoors and everywhere and and like like Sudhanshu was saying There's a lot of smart things that are coming up and these smart things are talking to each other When you when you open a fridge in a store and you pick up a bottle It it it is it is calculating everything. It is noting down everything who has Picked up what where it was it placed on the shelf. So there's a lot that digital can help you with everything Cool. Yeah, thank you guys. You know, I'm going to just probably Try to conclude this session out here now what you guys heard about When we started the conversation, I hope you were cautiously optimistic of the expectation from this panel Yeah, and I hope that as we've come to the conclusion of this thing you've got your ROI of spending time with us Yeah One message I would like to give you is that you know, all of us in the room I think that you know collaboration is very key So think of innovation think of people in the team or think of external partners Probably, you know virtually just imagine them as they are your chief R&D partners. You don't have to invest into all of that.  I am solving some problems I'm not just adopting something just because I need to adopt something. Yeah, so with that We'll conclude this conversation. Thank you so much to the audience for being patient with us And I hope that you guys have a good day. Thank you so much and thank you to my fellow panel members


Want to learn about stocks, cryptocurrencies, NFTs, and the metaverse? Join richtv.io. Welcome to the Rich TV Live podcast where we cover business and innovation. Today I wanna cover some news with you about a company we had previously done a review on. The company name is Colt Food Science Corp. They seem to be hitting more milestones every time we look at the company. And they have just incorporated AI technology into their business. Let me go through the details for you. Here's the news. Colt Food Science announces investment in AI for taste optimization company Alchemy Bio. Colt has also announced a partnership with Alchemy Bio to leverage artificial intelligence and machine learning to accelerate cellular agriculture products to market. Colt Food Science Corp, CULT in Canada, CULTF in America, and LNO in Frankfurt, Germany, a pioneer in the investment development and commercialization of cellular agriculture technologies and products is pleased to announce its investment in Alchemy Bio to support the growth of their flavor optimization platform. Colt and Alchemy Bio are also working together to accelerate development of cellular agriculture products for the company. And it's portfolio companies founded by Vanessa Small PhD MBA who has two decades of scientific experience within organizations such as Pfizer and Abbott. Alchemy Bio is on the leading edge of taste innovation for cellular agriculture. Claire Purcell, the chief operating officer of Alchemy Bio has a decade of experience guiding new ventures out of stealth mode. Previously working at Boston Consulting Group and a prominent deep tech startup community, NULAB, together they are bringing breakthrough technologies into cellular agriculture and the cultivated food space. Alchemy Bio was born in 2022 through an entrepreneur in residence program in NULAB's Venture Studio exploring how Dr. Small's experience and knowledge could be applied to the cellular agriculture industry. Dr. Small's states, I'm very passionate about creating an equitable food system when we have the technology to grow food anywhere with minimal resources and energy will be one step closer to a more sustainable planet. Throughout the program, Vanessa worked with a range of venture builder and cellular agriculture advisors to identify a large market opportunity that would have maximum impact in the space. Alchemy Bio emerged as the clear winning concept from over 30 initial ideas. Dr. Small's states, I was surprised at the lack of attention on flavor for cultivated foods to be adopted. They need to taste delicious. Just reach for it and eat it delicious, Vanessa said. Alchemy Bio is using known biochemistry methodologies to pioneer a new approach to flavoring. Specific to the cultivated food industry, this approach will not only make the final product taste delicious without additional ingredients, but also to reduce R&D costs. Alchemy Bio is working with a number of cultivated food companies to pilot the approach. We're already trying to work out how to fit all the customers in. We're being smart about who we work with at this early stage. Our goal is to keep growing with them as they scale up and the market itself grows, commented Alchemy Bio. Here is what cult CEO, Leji Gafour, had to say about Vanessa and what drew the company to Alchemy Bio. What drew us to Vanessa as a founder is her experience, not just in the sciences, but as someone who has run the entire gamut of startup life. From founding to exit, multiple times, she brings a multi-dimensional perspective, technical, commercial, leadership, investor, and entrepreneur, said Leji Gafour, CEO of Cult. For more detailed info on Cult Food Science Corp, you can go back and watch our review video we did, but for now, here's a quick overview on Cult Food Science Corp and what they do. Cult Food Science Corp is the first publicly traded company of its kind in North America, pioneering the investment, development, and commercialization of cellular agriculture technologies and products through its global portfolio of companies and its venture studio. Cult Food Science provides investors with unprecedented exposure to the most innovative startup, private or early-stage cultivated meat, cell-based dairy, and other cultured food companies around the world. Now remember, Rich TV Live is strictly for information and education purposes. Please do your due diligence and do your research on any company that we talk about here on Rich TV. Remember, the past performance is not always an indication of future results.  Put Cult Food Science in Canada, C-U-L-T is the symbol in America, C-U-L-T-F on your radar and on your watch list. We believe that they are undervalued, underappreciated, and under-exposed. And remember, if you're not winning, you're probably not watching. We bring you the winners, CEO interviews, chart analysis, and breaking news, and we bring them to you first. Thank you for watching. I'm your host, Rich, here on behalf of Rich TV Live, and have a nice day.


Vialva et al evaluated the potential utility of an Achillea millifolium, Yero, extract in the control of H. Pylori infection. The Agarwell diffusion's bioassay was applied to determine the antimicrobial activity of Yero extracts. The supercritical anti-solvent fractionation process of Yero extract was made to give two different fractions, with polar phenolic compounds and monitorpenes and sesquiterpenes, respectively. Phenolic compounds were identified by HPLC-SMs by using the accurate masses of M-H, minus ions and the characteristic product ions. However, some of the reported product ions seem to be disputable, as described below. This article was authored by Rafl Fransky and Monika Bisturda-Busak.


How do you relax that you are able to have such a good, you know, sense of yourself? Well, you know, it wasn't so much that I was able to relax to get that sense of myself is that, again, we all have a life purpose, and my guides were not letting go of me. I was here to do something, even if it's to get on your program and tell women, believe in yourselves, believe in your dreams, keep a dream journal, look for dream tracking. What is your body telling you? What are your guides telling you so that you can fulfill your destiny?