DON'T THINK, OUTSIDE THE BOX

The oft-quoted maxim, "Think out of the box!" does little to encourage creativity or innovation and often is their enemy.

- DOMINIC COSTABIR

A large poster adorned the office of a young Managing Director of a hotel group: "Think out of the box!"

"Firstly, why did you get into the box?" my question jolted him.

Strange, we first get into a box by imitating and copying what's out there, maybe with minor changes and improvements. Then we attempt to climb out of the box to differentiate and define our USP (Unique Selling Proposition). Beats me!

Case Study: Nature Trails Resort, Durshet, a Sterling Holiday Resorts Limited (SHRL) property, has a mixed inventory - luxury tents, cosy classic rooms, large modern village-style rooms and dorms. Anupam Dutta, Chief Customer Acquisition Officer, defined the problem, "No matter how many facelifts we give the product, it's difficult to sell to corporates for outbound training or MICE. While for college or school group picnics or overnighters, it's up against steep competition. How do we raise the top line and deliver healthy EBITDA?"