End of a Nightmare!

The last few days, almost whole of the world was consumed by what was happening in America with respect to the presidential elections. In my memory, no other US presidential election was followed so much with anticipation and anxiety. Partly it could be due to the proliferation of the media and of course the monster called Social media. Also it could be due to the long drawn electoral process this time around which meant that people had to remain connected with this topic for a longer time than usual. All these notwithstanding, I doubt if a character called Donald Trump was not in the frame, the US elections would be followed with so much interest.

In 2016, when Trump won the elections and became the President, there was a sense of shock outside of America. May be even within the US. During conversations following that election, I remember many of my American friends being embarrassed about the fact a person like Trump has been elected by their country. These could all be liberals who couldn’t fathom how Trump with his idiosyncrasies could pull off a win. Though there were many reasons attributed to his win that time, it was important to respect the democratic will of the voters which elected a person like Trump.  It was believed that once in power, Trump will behave more responsibly and be an inclusive President. That was not to be.

In the recent past, world over we have seen many disruptions. But, I would say that the mother of disruptions has been the Trump Presidency. Trump put foreign relations completely on transactional mode with no considerations of the past. He displayed a fair amount of disdain and contempt for multi-lateral International bodies like the UN, WHO, WTO etc. He pulled out of agreements which America had committed to in the past. And much more all in the name of protecting America’s national interests. But to be fair to Trump, we can say that he was only following his agenda basis which he secured the mandate. And he was ticking off his poll promises one by one.

It is widely believed that Trump’s track record on the economy front has not been too bad till Covid struck. I am in no position to comment on this. But data on the GDP, unemployment, jobs etc. show that till the pandemic hit US, Trump era has been good for the United States from an economic perspective.

The real issue though, was his own personal conduct as the President of United States of America. One lost count of the inner presidential staff he fired during his term, at times through social media. Most of the days, the world woke up to his tweets that were disruptive in nature. He would in a seemingly innocuous style blurt out comments that are not expected out of any Head of a State. Trump would callously speak about personal conversations he had with other leaders taking everyone by surprise. For example, one day he will be in full praise of “his dear friend Modi” and the next day in a presser he would decry the high custom duties India levies on Harley Davidson motor bikes. Similarly, he will volunteer to mediate between India and Pakistan when the established position has been not to intervene. Trump became notoriously famous for this kind of “hit and run” diplomacy that would create chaos only for his team to clean up the mess through clarifications later on.

Trump’s unpredictability, his disdain for established conventions and a total lack of grace has been in full exhibition even in the last few days after the polling has been over. To the rest of the world, it comes as a complete shocker when a Head of a State calls his own country’s electoral process a fraud. Even after the election has been called in favour of his opponent, Trump continues to claim that he has won.

There are many in India particularly those belonging to the liberal intelligentsia clan who claim that the Indian Prime Minster Narendra Modi is similar to Trump in terms of personality. This comparison is nothing but prejudiced and completely preposterous. Apart from their contempt for liberals, I don’t think there is anything in common between Trump and Modi in terms of their personalities. As a Prime Minister, Modi’s social media communication has been extremely measured and calibrated. He seldom interacts with the press and even then, there has been no instances of embarrassing comments about leaders of other countries. Even on the diplomatic front, though Modi has challenged the status quo in many fronts, he has never tried to show disgrace in his conduct.

Even as the results of Trump’s imminent defeat was trickling in, there has been few articles by opinion leaders which said that Trump may be out but Trump’ism will continue to stay. In the sense, though Trump has been unseated, in terms of popular vote there is only a thin wedge that separates Trump and Biden. So, there is a large American population which believed in the way Trump ruled the country in the last four years. And that it would be difficult for any new incumbent to ignore the sentiments of this large base and completely move away from Trump’ism. Well, if this means being sensitive to the voice of even those who voted for Trump and taking steps accordingly it is fine.

I have no great insights into Joe Biden’s calibre or his past track record in governance. However, I am sure that whatever we have seen of Biden so far, he can never be an embarrassment to even those who did not vote for him, unlike Trump.  It was important that a sense of grace and order be brought back to the seat of the President of the United States and I am glad that it happened with the defeat of Trump. I am not sure if Biden’s term is a beginning of a dream for the world but the nightmare is over.

Post script: If Covid had not struck, they say that Trump’s re-election would have been near certain. So, there you are. If there was a silver lining to Covid, this is it.

Image courtesy: nytimes.com

Leadership Marketing!!!

David Packard, Co-founder of Hewlett Packard famously said, “Marketing is too important to be left to the Marketing Department”.  He meant that in an organization, every individual – the CEO included, has to perform his/her bit in “marketing” the company’s products.  I am not sure if there is anybody else who has taken to this concept more keenly than Donald Trump, a CEO turned POTUS. How else could you explain this?? On the 28th Jan, Trump has a call with the Prime Minister of Australia Malcolm Turnbull as part of his global leadership outreach since he became the President. Post the call, the official White House Readout on the call went thus:

“President Donald J. Trump and Australian Prime Minister Malcolm Turnbull spoke by phone for twenty-five minutes today. Both leaders emphasized the enduring strength and closeness of the U.S.-Australia relationship that is critical for peace, stability, and prosperity in the Asia-Pacific region and globally”.

A few days hence, media reports emerged on the call which said, “Donald Trump yelled at Australian PM during “worst ever” phone call about refugee swap deal – then HUNG UP”. For obvious reasons, this report created a furore all over with the rumblings being heard for few days over. In the meantime Trump at a Prayer Breakfast added,

Believe me, when you hear about the tough phone calls I’m having – don’t worry about it. Just don’t worry about it,”

Now, here’s the intrigue. Apparently we hear that while on the call with Turnbull, Trump was joined by the then National Security Advisor Michael Flynn and senior advisor Steve Bannon. Only. So how did reports of his so called “yelling” and “hanging up” find their way to the media??? Surely the President’s office is not bugged by some media house! It’s clear that the media reports were a part of an orchestrated PR campaign to market the product called Trump. In this case it was clearly intended to send a message to his constituency which bought his message of “America First” during the campaign that he is tough and is now “Walking the Talk”.  Notwithstanding the tremors that the news of the call created, I am sure it did the job of enhancing Trump’s image among his supporters as a no nonsense leader. So it was not just important for Trump to talk tough on the refugee issue but to communicate to the world that he talked tough.

trump

Welcome to the age of “Leadership Marketing”!!!

Closer home too, we have parallels to this. Through Narendra Modi our Prime Minister. For example, when Heeraben, our PM’s mother visits him in Delhi and spends a few days at the official Prime Minister’s residence, we get to see pictures splashed in the newspapers of Narendra Modi with his mother. The source of this being the Prime Minister’s twitter handle itself where Modi posted pictures of him walking his mother in a wheel chair along with his tweet which said “My mother returns to Gujarat. Spent quality time with her after a long time & that too on her 1st visit to RCR”.  So to his many followers, the intended message is clear. Here’s a leader who is tender at heart with his mom while being blessed with a 56” chest in his own words to take on his adversaries.  In India more than spending time with wife and children, image of a leader taking care of his mother has a telling impact. Again it was not just enough for Modi to spend quality time with his mom but to inform the world that he did so!!!

America, arguably the global fountainhead of marketing has been in the forefront of adopting this technique with Trump now but even with Barack Obama before. Routinely we were fed with images of how the Obamas enjoyed quiet dinners at suburban restaurants on weekends. On Obama’s 55th birthday which was his last in Office, we saw plugs like “55 pictures of Obama discovering his inner child” and so on!!! In the case of Obama the positioning was not of a tough leader but of an affable and lovable man who cared for everybody.

In India, giving competition to our PM in Leadership Marketing is the Aam Aadmi Party Chief Arvind Kejriwal. He wears the positioning of Aam Aadmi on his sleeve. Literally. Even as a CM of a state he walks in chappals, wears loose fit clothes, tweets reviews of films he catches up on weekends,… to reinforce his positioning. The party also posts routinely on Facebook like this:

“Chief Minister of India’s Capital. No security, No VIP treatment. Truly Aam Aadmi,”  With the following picture:

ak1

Not surprising that the post got over 30,000 likes and 5,400 comments!!!

So, Leadership Marketing is no longer the exclusive domain of Americans.

In advocating this Leadership Marketing, I must say that the advent of Social media has made the job much easier. No need to depend on your PR agency to do the job. One could time it yourself.

On the flip side, the case of Vijay Mallya tweeting a picture of himself at a Super luxury hotel in Dubai and claiming to have a rocking time when his employees were hitting the streets for unpaid salary back home were bad optics and horrendous Leadership Marketing!!! Leadership Marketing is the new double edged sword in the arsenal for leaders to “position” themselves “right” in the battle for the minds and hearts. Double edged it is and hence they can’t leave it to the party’s publicity wing or an external agency but have to be on top of it themselves. Just as Packard advised.

As leaders engage in this marketing and optics, we the people need to develop the skill of separating wheat from the chaff and make our judgement objectively rather than fall for the optics or surround sound!!!

So the next time when you see a report quoting from an “inside source” of Trump banging the table during a meeting with Tim Cook for not making Apple phones in America or a clip of O.Paneer Selvam praying to a Jayalalitha’s picture tucked in his shirt pocket, you know why!!!

Somebody famously said, “The Future of Marketing is Leadership”. I am tempted to paraphrase in tune with today’s times as “The Future of Leadership is Marketing”. Amen.