WHITE TIGER

This book is packaged in the form of a series of letters written from an Indian entrepreneur to a Chinese Premiere during the latter’s visit to India, the intention being to “enlighten” him about the real India. The book is about the journey of this man’s (white tiger) life in India – one part of it in “darkness” and the other basking in “light”. The darkness which prevails in the villages and the light which makes the modern cities glow…

The protagonist who started his life in the darkness and moved into the light, provides an account of the path he took to carve out of himself a successful entrepreneur. The character himself is clear on the morality issues, but has no repentance of what he did in his journey towards entrepreneurship. Very fluently, he continues providing his confessions of the crimes he keeps on committing, but at the same time, he has no repentance of what he did in his journey towards entrepreneurial success. He sites numerous evidence of the injustice and corruption prevailing in India driven by an extremely servitude attitude of those who are at the receiving end.

Aravind Adiga is successful in building empathy for the character, while keeping the style of narration extremely simple and entertaining.

However, he draws a very gloomy picture of India. Even the “light” of the cities is tainted with all the “darkness” of humanity. Of course, this is an individual and independent story line, but this book which has already won Bookers is likely to lend a distorted touch to the success stories prevalent in India.

THE GOD OF SMALL THINGS

Semi autobiographical in nature, this book depicts the fall of a Syrian Christian family pictured against the contemporary social happenings in the state of Kerela. Lyrical in style and innovative in approach, the author has built the narration through a series of flashbacks and flashforwards.

Through the lives of a pair of fraternal twins names Estha and Rahel, the author articulately weaves the rest of characters and relates them with something, which could probably have influenced her in her real life. Unhappiness is one common chord that can be identified with most of the characters…a kind of unhappiness which finds its source within the family setup. The weakness of the family system is the basis of the story. However, external factors like untouchability, communism, politics and other social prejudices have influenced the family set up to a large extent. She uses Malayalam terms like Mammachi, Kochamma, Sophie Mol to integrate the characters to the local setting.

Narration is as beautiful as ever. In one section, the author describes Kathakali dance. Very rarely have I read a description as beautiful as this.

The theme is probably supposed to be tragic but I guess it’s slightly difficult to empathize with the author. No emotional link is likely to develop with the characters. It’s once again the beauty of the words that creates the magic

THE ENCHANTRESS OF FLORENCE

This book, which is an amalgamation of fables and history, brings together the stories from three different lands (India, Persia and Italy) with a remarkable sense of imagery and floral fantasy. The theme links the Mughal Indian culture with that of the creativity of the Florentine renaissance through the beautiful princess Qara Koz. The linkage in itself is a marvelous thread of Rushdie’s imaginations...adding to the existing richness of the medieval history…which moulds together the complexity of power, politics, valor, betrayal and lust. The span of characters ranges from Akbar to Machiavelli, from an Uzkek Khan to a Persian prince, from Birbal to Abul Fazl…it’s just too extensive and unending.

A complicated Indian emperor, a mysterious stranger from Florence and the parallel subscripts of reality intertwined with imaginations and fanciful magical effects.….this book is an example why Salman Rushdie is one of the most complicated authors of this age. This book probably also acts as the voice of Salman Rushdie into his views on religion and on the existence of God. Feminine beauty is synonymous with eroticism in most of its contexts.

But, more than anything else, the book is about dazzling, ornamental lines with a fairy tale approach. If you can allow yourself to sink into this Rushdie’s creation and keep a distance from reality, you will definitely feel the extension of your imaginative horizon. Where can one find a book, where each line carries the floral effect of imagination with such glitter...that you have to stop for a while to imagine the rich dreamlike setting.

“From the black bowl of the skies, came the answering fires of the stars”

This is not an easy book to read…and not at all an easy book to understand….nevertheless an excellent book to enjoy the beauty and magic that words of classic Rushdie can create.

FOR ONE MORE DAY

Like the earlier works of Mitch Albom, this book is brushed with the theme of life and death. But, it’s not about life and death. Like his earlier works, Albom has employed the medium of life and death to explore something else, something so evident and yet so evasive. In this book, it’s about relationship.

It’s about taking relationships for granted and realizing its value only after it is too late. While the mother-son relationship is pictured in this book, but the underlying sensitivity can be applicable to every other relationship. With respect to the story in particular, I will rather leave it untouched in this post.

The novelty factor is missing as this book bears certain similarities of approach as in “Five People….”. So, probably for someone who is used to Albom’s mode of expression, the excitement factor might take a hit, nevertheless I recommend this book strongly. Especially, in the kind of nuclear life we are getting used to….with personal ambitions shading the sweetness of relationships….this book will indeed give you something to think about.

SOME OLD HABITS WELL PRESERVED

Some hold habits getting lost…some new habits getting developed….and in this process I feel I have left my blog untouched for quite some time. Not that I am short of topics to write, but the new habits seem to overpower me into adding more novelty into life.
My experience with books continues…Mumbai has forced me to continue my readings during commuting….and since commuting never ends, reading has remained one of those habits which is still well preserved. It’s more than two years since my entry into this enigmatic city and I am still to understand how this city turns home for so many millions. Life cannot be more difficult and yet the influx continues. Anyway…we will reserve this discussion on Mumbai for some different post. My intention of this post is to mention the last few books, which I read….each of which I will be discussing in different posts.
1. The Last Lecture
2. The God of Small Things
3. For One More Day
4. The Enchantress of Florence
5. The White Tiger
Five completely different genre of books in different settings….one about how to live life, one on society, one on relationship, one about fables of medieval world and one about India.

THE AUDACITY OF HOPE

In his early twenties…yet enriched with multitude of experience. Half American and half Kenyan, early childhood in Hawaii, parents getting divorced, moving to Indonesia to stay with Indonesian step-father, staying with grandparents in Hawaii….this is indeed a childhood that possesses the sensitivity to carve out a successful story for others to read. As if the family aspect were not enough, this childhood was exposed to racism in the developed world and poverty in the developing world. The first book by US President Barack Obama “Dreams from my Father” is a narration of experiences, about society and life…in US, Indonesia and Kenya. It’s about youthful confusions about identity and race. Last but not the least, it’s a biographical account of the first twenty odd years of a phenomenon called Obama. Who knew then, that this guy will beat all the odds…against origin….against experience…against life…to become the most powerful person in the globe.

More than a decade after his first experience as an author, Obama wrote his second book. This book is about the answers. Though it’s more of a political address, resembling a political ideology, but something within it seem to provide an answer to the questions that were raised in the first book….about race, religion, family and work and about politics....as it should be. This book titled “Audacity of Hope” stresses the importance of reality vis-à-vis blind optimism, a pragmatic approach towards politics…and the way it should serve people…creating value based opportunities, unstained by racism and religion. Politics is not sensation…its something moderate.

“What’s there in a name?” – They say. But here is a name for a political address of twenty minutes which made a presidential candidate out of a relatively junior senator and a name of an international best seller……The audacity of hope!!!...

Excerpt-
“In the end, that's what this election is about. Do we participate in a politics of cynicism or a politics of hope? John Kerry calls on us to hope. John Edwards calls on us to hope. I'm not talking about blind optimism here -- the almost willful ignorance that thinks unemployment will go away if we just don't talk about it, or the health care crisis will solve itself if we just ignore it. No, I'm talking about something more substantial. It's the hope of slaves sitting around a fire singing freedom songs; the hope of immigrants setting out for distant shores; the hope of a young naval lieutenant bravely patrolling the Mekong Delta; the hope of a millworker's son who dares to defy the odds; the hope of a skinny kid with a funny name who believes that America has a place for him, too. Hope in the face of difficulty. Hope in the face of uncertainty. The audacity of hope!!!”

BUDGETING AND BLACK SWAN

I have been involved in the corporate budgeting exercise for the last two years (though in two different organizations). Numerous events have filled in this gap of one year between the period of the two budgets. One of them is the experience of acquainting myself with two books of Nissim Taleb – “Fooled by Randomness” & “The Black Swan”. You know you are influenced by a book when you feel the essence of book getting reflected in any other activity of your daily life and these books are so ornately designed to do that.

In these books, Taleb stresses the role of high impact, highly improbable events (which he calls black swans), which most people ignore (to make predictions and forecasts). He is against derivation of general rules from observations and stresses the incomputability of the probability of the consequential rare events from empirical observations. Taleb is known for his severe distrust of models. He is not against experiments and fact collecting but warns against generalizing into theories.

“We respect what has happened ignoring what could have happened. In other words we are naturally shallow and superficial and we don’t know it. We see the world as structured and comprehensible.”

We make our budgets, based on forecasts and backed up with sensitivity analysis models. Our sensitivity analysis is a model which rarely accommodates the possibility of a black swan. We trust the past. We seem to understand the present. In the absence of any black swan type of events, we tread the normal path….But in the event of a black swan…”who knows”.

My first budget experience never considered these events (I have started calling them black swans) which became visible only after they happened – the financial crash and the drastic fall of oil prices being two major ones. As I am in the process of preparing next year’s budget, I keep on wondering the black swans which will make their presence felt during the course of the year.

BEAUTY, SPIRITUALITY, CONFUSION AND PC

Penning down thoughts is a healthy habit….at least I feel so…of course it’s highly personal in which way one might prefer recording his/her thoughts. For some reason, which I am still unable to explore, I like to record my thoughts on books in this blog. One reason might be that when I revisit some earlier post I can link myself with some aspect of my past, which has, in some subtle manner, become a part of me…
It’s not only about reading a book. It’s also about when are you reading a book…and under what circumstances you are reading this particular book. Reading a Paulo Coelho book, while commuting in a morning Mumbai train can be different from reading the same book after a day’s work. It’s not about the lag in connectivity of your internal assimilation of the author’s message...it’s rather about how the day’s process keeps on adding layers of periodic reflexes which by the end of the day influences your views on your earlier interpretation of the book.
Let’s restrict to Paulo Coelho at the moment. His works are a mix of beauty and spirituality….about the discovery of an individual’s desires, fear, courage etc….Many individuals feel that this mix of beauty and spirituality creates an intensely inspirational self search within. They feel that most of Paulo Coelho books (Alchemist, Fifth Mountain, Pilgrimage, Eleven minutes, Zahir, Maktub, Valkyries…) are extremely rich in their content of the level of inspiration.
I enjoy the works of Paulo Coelho…..more so while making my early morning commute to the office….when a day is just about to start… The morning train presents you with the first glow of the morning sun, the thinning fog, the hills, the sea….creating the perfect ambience to delve deeper into what Paulo wants to say. Interestingly in most of books, Paulo uses different elements of nature (the deserts of Egypt, the Steppes of Kazakhstan, the deserts of California, the mountains of the ancient Israel and Lebanon etc.)…and this is a great way of integrating the exterior beauty with interior spirituality.
As long as you are in the morning train, you seem to relish his thoughts, the way he writes, the ambience he builds, and to some extent you can indeed enjoy a refreshing feeling, which can probably be classified as an indigenous version of spirituality.
But then, the day moves ahead….you are in the office….you take a quick look at your diary….you systematically read the mails…you start filling in your plan sheet for the day. You get back to the reality…stepping down from the elevated level you had reached during your morning train journey. Your records remind you that there is a presentation to be made to the senior management, elucidating your plans for the year…your mails bring you the news that one of your clients has gone bankrupt…its painful to realize this and more so especially when there were receivables to be realized from them. You visit the news channels to get the feel of the daily oil prices….your business is so closely linked with the oil prices…and sadly, the oil prices are hovering only in the USD 40 per barrel mark….
Which is the latest tender to be filled? How do we obtain prequalification to work in some new location? The list of questions that demand an answer keeps ever elongating. There are quite a number of new ships to be delivered the course of the year and they have to be committed…with “reliable” clients. By reliability, I mean they should not go bankrupt without paying us our receivables. But then, how to know who is reliable under this market situation.
Finally amidst all the confusion, speculations, and optimism….the day ends. You get back home….you make phone calls to those who matter most to you, you realize that for your dearest ones, the day is not much different…though mapped in a different setting.
Its almost midnight. In another 6 hours, the next day is going to start. You ensure that your laptop and important files are well arranged in the bag. And there you see, the Paulo Coelho classic is lying within. You take it out…read some of its lines….and ask yourself “Is this the same book which I was reading today morning?”
The next day begins….and you start commuting….and open your book where you had put the marker the previous day….and start reading it….just as you did it the previous morning...reaching the elevated levels of indigenous spirituality.

INTERESTING

"It is a strange desire, to seek power, and to lose liberty; or to seek power over others, and to lose power over a man's self." - Francis Bacon

SO FAR....

SO FAR…
Six years of professional life…or was it just a blink….
Three different companies…..three different industries…..three different roles…..
Shipbuilding….Power Transmission and Distribution….Oceanic Oil and Energy Exploration and Production…
Technology….Finance….Business Development....
Once again its about the ships....this time not building them...but learning how to use them to create wealth......

ATTITUDE

"If you are trying to build a ship, do not tell your workers to go to the forest, chop wood, and build a ship. Instead, instill in them the desire for the sea. They will do the rest." - Deepak Jain

QUOTES FROM SHANTARAM

"Shantaram" is such a classic that every line of this 1000-pager can prove a memorable line to think about. My favorites.....

(1) It's forgiveness that makes us what we are.
Without forgiveness, our species would've annihilated itself in endless retributions. Without forgiveness, there would be no history. Without that hope, there would be no art, for every work of art is in some way an act of forgiveness. Without that dream, there would be no love, for every act of love is in some way a promise to forgive. We live on because we can love, and we love because we can forgive.

(2) Sometimes we love with nothing more than hope. Sometimes we cry with everything except tears. In the end that's all there is - love and its duty, sorrow and its truth. In the end that's all we have - to hold on tight until the dawn

(3) One of the ironies of courage and why we prize it so highly, is that we find it easier to be brave for someone else than we do for ourselves alone

(4) The tendency towards complexity has carried the universe from almost perfect simplicity to the kind of complexity that we see around us, everywhere we look. The universe is always doing this. It is always moving from the simple to the complex.

(5) And I looked at the men, the brave and beautiful men beside me, running into the guns and God help me for thinking it, and God forgive me for saying it, but it was glorious, it was glorious, if glory is a magnificent and ruptured exaltation. It was what love would be like, if love were a sin. It was what music would be, if music could kill you. And I climbed a prison wall with every running step.

(6) The only time he ever stopped hating himself was when the risk he faced became so great that he acted without thinking or feeling anything at all

(7) At first, when we truly love someone, our greatest fear is that the loved one will stop loving us. What we should fear and dread instead is that we won’t stop loving them, even after they are dead and gone.

(8) Nothing in any life, no matter how well or poorly lived, is wiser than failure or clearer than sorrow. And in the tiny precious wisdom they give to us, even those dreaded and hated enemies, suffering and failure, have their reason and their right to be.

(9) I don’t know what frightens me more, the power that crushes us, or our endless ability to endure it

(10) A dream is a place where a wish and a fear meet. When the wish and fear are exactly the same, we call the dream a nightmare.

(11) Guilt is the hilt of the knife that we use on ourselves, and love is often the blade; but it’s worry that keeps the knife sharp; and worry that gets most of us, in the end.

(12) Luck is what happens to you when fate gets tired of waiting.

(13) Sometimes you love only with hope, sometimes, you cry without tears. Sometimes, that’s all that is left, to cling together till the dawn.

(14) The past reflects eternally between two mirrors -the bright mirror of words and deeds, and the dark one, full of things we didn't do or say.

(15) Men reveal what they think when they look away, and what they feel when they hesitate. With women, it’s the other way around.

(16) Happiness is a myth. It was invented to make us buy new things.

(17) It's such a huge arrogance, to love someone, and there's too much of it around. There's too much love in the world. Sometimes I think that’s what heaven is - a place where everybody's happy because nobody loves anybody else, ever.

(18) You can never tell what people have inside them, until you start taking it away

(19) Silence is the tortured mans revenge

(20) News is about what people do. Gossip is about how they enjoyed doing it.

(21) Every virtuous act has some dark secret in its heart; every risk we take contains a mystery that can’t be solved.

(22)...The wrong thing for the right reason…

COMFORT ZONE

One year and three months….this is the time I spent during the tenure of my first post-MBA job. Another week, and after that I will be moving out to try the next assignment of professional life.

These fifteen months were certainly not without learnings….This is the place where I got a chance to work closely with the top management….this is the place where I feel I have developed a sense of professional maturity (in other words, patience). It was also the place where I got the first hand glimpse of what we had learnt in the first half of ISB – mostly Corp Fin and Accounting.

However, in spite of all the learnings, I could feel myself drifting into a comfort zone. Corporate life in a big company is slow (at least at my level). The easy money associated with it promises a safe, yet predictable and unexciting life. After a certain stage, every day is a replica of another, months and quarters are cyclical, and the initial excitement level keeps dropping.

And after a certain period, you wonder …. “Lets get out of this comfort zone, lets try something which has the potential to pump in more professional excitement into life”

LAST SIX BOOKS

Sometimes we read books to kill time…Namesake, Above Average, The Sub Altern Saheb
Sometimes we read to experience the adrenaline rush…Airport, The Final Diagnosis
Sometimes we read to lie down and keep recollecting the experience of reading the book ...Shantaram

THANKS

With the frequency of posts at its lowest, I had the impression that this blog is in a state of wilderness…with no visitors. However I was wrong…

Many thanks to all those who have posted those lovely comments….

TRUST

Isn't this what "trust" is about....

GOOD TO GREAT

Jim Collins authored this book after his earlier work “Built to Last”, but he advises readers to consider this work as a prequel to his earlier book. While Built to last was about visionary, lasting organizations, “Good to Great” is about mediocre organizations which leaped to greatness.

A typical Jim Collins book…..extremely well researched over years, this book elucidates certain concepts using 11 companies which satisfied a typical pattern – “fifteen-year cumulative stock returns at or below the general stock market, punctuated by a transition point, then cumulative returns at least three times the market over the next fifteen years". As in his earlier book, Jim Collins has also maintained a list of comparative companies.

Jim Collins has beautifully written this book with the information of a business book and the sensitivity of an artistic creation. In this process, he has explored appealing concepts, which he discovered to be the key constituents of each of the Good to Great companies. Some of the findings are –

Leaders and the way they think - (early build up to greatness)
(1) Level five leaders (who build enduring greatness through a mix of personal humility and professional will)
(2) Hedgehog concept (ask - what you are passionate about, what you can be the best in the world at, what drives your economic engine – and then do those things which answer all the three questions)
(3) Stockdale Paradox – (retain faith that you will prevail in the end, regardless of difficulties and at the same time confront the most brutal facts of your current reality, whatever they might be)
(4) First Who, then What (first find the right people, then think what to do)

Breakthrough and leap to greatness
(5) Flywheel building momentum (incremental and cumulative efforts, which help the system to get momentum)
(6) Culture of discipline (culture of discipline as different from tyranny)
(7) Technology accelerators (aligning technology with the strategy of the organization as streamlined by the hedgehog concept)

Jim Collins has consummately merged the concepts of this book with that of his earlier “Built to Last”.

In this book, Jim Collins doesn’t restrict his thoughts to the corporate world but links the concept of greatness with a subtle sensitiveness….greatness is not about being huge…its about discovering excellence and meaningfulness in work….Nor is greatness limited to the corporate…it can be discovered in every aspect of life.

Felt tempted to quote the last paragraph of the book -

“When all these pieces come together, not only your work move towards greatness, but so does your life. For in the end, it is impossible to have a great life unless it is a meaningful life. And it is difficult to have a meaningful life without meaningful work. Perhaps then, you might gain that rare tranquility that comes from knowing that you have had a hand in creating something of intrinsic excellence that makes a contribution. Indeed, you might even gain that deepest of all satisfactions knowing that your short time here on this earth has been well spent and that it mattered.”

TWO MONTHS BACK...

Spring time….lovely weather….wide roads penetrating the deserts…..a three hour long drive from Abu Dhabi to Dubai and finally, I was in the Dubai airport to get back home….

The car stopped not far from the airport entrance and the sixty-something year old, kurta clad wrinkle faced, bearded person, who has been driving this vehicle got down to pick my luggage. Somehow I managed to dissuade him not to pick my luggage. He walked to the trolley section and got one trolley where I loaded my baggage. Then shook hands with him and waved him goodbye…

I still had three hours in the airport….did some minor shopping and then relaxed in the airport….one of my shortest trips…just three days….kept on reminiscing the last three days….

A unique mix….both Indians and Pakistanis form an integral chunk of population of this part of the Arab world…the deserts…the classiest buildings and towers…the Dubai FM…and the even the Karachi Durbar (the popular Pakistani restaurant in Dubai)….and the drives…especially the last one…from Abu Dhabi to Dubai....and the chitchat I had with the driver…

I was tired and would have rather preferred to take a nap during the drive…but then the driver asked me something “Aap Bombay se hain?”….I gave a reflexive nod and asked him if he was a native of one of the Emirates…There was a change in the expression of his face…he looked down…and stammered…nahin, hum Pakistan se hain, 20 saal se yahin pe hain…Do saal mein ek baar Pakistan jaate hain.

Somehow the conversation proceeded and I enjoyed talking with this person…Ahmed was his name and I addressed him as “Ahmad Bhai”. Perhaps I am too young to address him this way, but then I couldn’t think of a better way to address him. He kept on talking and I kept on listening….He talked about India….the British…he talked about India and Pakistan…..the Indo-Pak wars…the politicians of the two countries….the people of the two countries…..his experience in Dubai…languages like Arabic and Urdu….

Hum to ek hi kaum ke log hain…Janat se bhi khoobsurat hai Hindustan aur Pakistan….lekin kya karein….that was how he started his conversation….his hatred for the British and the politicians was evident….

Once he was out of the Indo-Pak issue, he talked about the beautiful Arabic language…the rich Arab world…. about his life in Dubai…his family in Pakistan.
Finally, we entered the Dubai downtown and he concentrated on his driving.

Almost one and half month after, as I sit down to pen down this experience, the wrinkled face of that old Pakistani driver is clearly visible. The three hour long drive from Abu Dhabi to Dubai would have been lost in the memory lane as just another drive but for this Pakistani driver.

MAVERICK

Maverick (by Ricardo Semler) - Was it about doing business in the unreal world of Brazil….or was it about a “quirky laboratory” (read the company Semco) run by a few impudent and iconoclastic managers. Its about both, each intertwined within the other.

It is about a distinct way of running a company, Its neither socialist, nor is it purely capitalist, it’s the third way – “ a more humane, trusting, productive, exhilarating and in every sense rewarding way. As Ricardo closes the book – “ To forget socialism, capitalism, just in time deliveries, salary surveys, and the rest of it, and to concentrate on building organizations that accomplish the most difficult of all challenges: to make people look forward to coming to work in the morning.”

The author claims that this is not a business book, nevertheless, I feel this book should be among the must read lists of all business students. It’s to understand the iconoclastic methods of Ricardo Semler, wherein he creates a system within Semco, where the employees choose their bosses as well as their own salaries. The system was strong enough to successfully survive the volatile Brazilian economy and inflation (which often went as high as 400%).

BLUE OCEAN STRATEGY

"Blue Ocean Strategy" is an exceptional book by W.C.Kim and Renee Mauborgne.

“Giving the people what they want is fundamentally and disastrously wrong. The people don’t know what they want …Give them something better”

Red oceans are all the industries in existence today—the known market space as understood today. Blue oceans, in contrast, denote all the industries not in existence today.

Blue Ocean strategy is nothing new. It has been existent over the ages. Many successful organizations and individuals have followed this strategy in the past. “Creating something new” is the simplest way in which I can sum up the philosophy of this book. In this book, the authors have just formalized the concept in a great way.

According to the authors, there is hardly any attractive or unattractive industry per se.
Blue Ocean can be created by reinventing, thinking out of box, creating new markets, and converting non customers into customers. The authors also stress the importance of consecutive rounds of blue ocean creation. Blue Ocean strategy is not a static achievement but a dynamic process, which can be created both by industry incumbents and new entrants.

“Value addition” is perhaps one of the most powerful phrases used during the business school lectures. This book speaks of something called “Value innovation”. Value innovators achieve a leap in value by creating new wealth rather than at the expense of competitors in the traditional sense. The concept is based on a non-zero sum game.

The authors have elucidated the concept using lot of examples and have suggested frameworks and models. Both conventional cases (like Model T of Ford and NYPD’s legendary chief Bratton) and numerous big and small organizations are explained in detail

The authors have created jargons (like “Placing kingpins in the fish bowl” and “Angels and devils”), which I am sure are quite popular already.

The basic theme of the book can be summed up as follows -

(1) Reconstruct the market boundaries (Look across alternative industries, strategic groups within industries, chain of buyers , complementary products, emotional appeal of buyers and finally time)
(2) Reach beyond the existing demand
(3) Get the strategic sequence right (exceptional utility, strategic pricing and target costing and adoption)

The authors have used the concept of strategy canvas where they study an organization with respect to its competitors. What differentiates a successful organization is its focus and divergence from the competitors well defined by a compelling tagline.