Second home

We all have second homes - a childhood best friend's apartment, a cousin's home, a swanky beach-house, a secluded ranch or perhaps your grandmother's home. You've spent a lot of time there - sometimes more than the time you spend in your own house and you're immensely attached to it. When you come to it you can be your most uncensored, imperfect, ridiculous, messy, incorrigible self. There are days you just sink into the bed and there are days of uncontrollable TV binges.  A piece of you probably resides there and a piece of your toast resides in the crevices of the couch. You've had some of your best and worst moments of your life there - the pillows have definitely tasted your tears and the walls have heard your laughter.

Exactly two years ago, on August 29, 2014 - I moved here to this (beautiful, cold, warm, terrifying, fabulous, snowflake capped, flowerbed covered, tall buildings, friendly people, pretty blue lake) city in search of for a home. A home to it's truest meaning - A home where I can thrive, grow, heal, laugh, love and (fart sometimes). I've had a lot of second homes before I came here - to the people who know me - Panvel has been my consistent second home, then there's my best friend's houses where I've literally grown up, and school - definitely a second home. I was scared, in a city so far away where would I find that place I can call mine?

Two years hence - I'd like you all to meet my second home. I moved to this cozy downtown studio 3 months ago and I love it beyond measure. It's hard being away from home, from most of the people who you love and from the life you're used to. It's even harder sometimes communicating and relating and through all of that it's so important to have a safe haven to go back to and absorb and relax. It's not pinterest worthy but it's mine :)

Bed frame - Ikea, Linen - Joss and Main

Work in progress decal art right above my bed :)

Absolute favorite corner in the studio

Blame my TV binges on you.

Things that matter

Rainy Chicago

My kinda saturday mornings

Not a bad view

This place hasn't been easy to put together so here's bear hugs to Sagar, Adi, Bhairavi, Saachi, Mansi for carrying, packing, moving, Nibha and Ketan for furniture, Mom for the prettiest couch linen, Rachna-Jenish for helping me pick my first TV and everyone who's been there for me through the last 2 years :)

Attention: System recalibrating

^(I tried SO many times) 

Ever since I started writing on this blog, I have been a regular monthly/biweekly writer. Today, I'm writing after 4 long months. Change can be overwhelming and my last few months have been all about big changes - A new job, a new home, a whole new set of people who know nothing about my life - and navigating through all of that, evolving, sometimes changing has led me to not be in touch with my true self -And that's my bad excuse to not write, sing, sketch - do all the things I love to do the most. 

At the age and stage of life we're at - we are often way too hard on ourselves - To constantly keep running, keep achieving, keep winning, keep strengthening existing bonds, making new bonds, protecting ourselves from losing our security, ensuring our sanity, looking our best, being fit and being happy.

While I feel like this is just happening to me, it's happening to each one of us on an everyday basis. Striving to handle a million different aspects of our life and being a master at all of it often costs us our peace and happiness.

At such points it's important to take a step back and see the 50,000 feet picture.

• You are here because you worked hard to get here: People rarely feel like they're way too good for something. It's human nature to aim for things above and beyond. My first day in grad school, I felt like the youngest, naivest and least experienced out of the lot. The first day at my new job was weirdly similar. At that point it's so important to remind yourself that feeling small is a big thing, because if you don't feel small you're not challenging yourself enough. Sometimes it's important to give yourself a pat on the back and realize that you did a few right things and worked way too hard a couple of times to come so far. 

• You are here because of all the things that make you unique: We all have traits and skills that make us shine a little brighter. Mine include bending my thumb backwards to touch my wrist - among other real things. Ballet, music, poetry, a well articulated thought, perhaps basketball - whatever it may be is an extension of you and something you shouldn't stop doing. In the last 4 months I haven't sung, sketched or blogged enough which made me feel like I have lost touch with my inner most self.  

• You are always going to be inspiring to some people and you're always going to be supremely inspired by other people: Last week I got a very sweet email from a junior in undergrad and she spoke about how I inspire her to "chase her dreams". I laughed hard because of the mess I felt like on that given day - I legit slipped in my bathtub and stubbed my toe - The struggle was real. The same day I wrote to one of my professors in grad school illustrating to her a concept that I used at work that I had learned in her class. I told her how inspiring she was and what a pleasure it was to be in her class. Point being, whatever you do you're a role model to someone, and wherever you'll be you'll always have a role model.

• When comparing yourself to someone - compare every aspect - Being incessantly hungry sometimes comes with its cons. You compare yourself to people. A colleague of mine is a brilliant presenter,  she's flawless when we call into meetings and there's confidence brimming from every part of her being. While I on the other hand, sometimes snort while laughing and when I'm nervous I do this weird thing when I pronounce a word like I've swallowed my tongue and lost some teeth. At that point its important to remind myself about how long I have been in the industry, where I come from, what my skills are and just how much I have to learn rather than beat myself up and dull my sparkle.

• Are you doing what you're doing for your larger social circle or are you doing it for yourself? This is the biggest question that I have found myself asking. Lately, my social media activity hasn't been as fabulous. I went for brunch one weekend, and it was the worst brunch of my life - the pancakes weren't moist and my Mimosa wasn't sweet enough. But the clickeratti generation that I am from, I got a beautiful picture of my Mimosa and pancakes. I was awfully tempted to upload it and I went on Instagram to play with filters. Then came the moment of the big question, "Why are you uploading this, Juie?" - Just so I could upload a snippet of my fabulous life and delicious(not) brunch. This is a question that we often forget to ask ourselves at work too, why are we doing this job , why this company, why am I wearing this 6 inch pair of stilettos. Of course there are times when that 6 inch pair feels like heaven, but others when its a literal pain in the ass. Put yourself first. 

With this, I plan to more than make up for my 4 month calibrating sabbatical. Here's to more sketching sundays, singing saturdays and writing everydays. 

PS - This blog is now purely a personal blog. All my marketing related posts are now on www.storytellerlab.com. 

Love and much awaited California sunshine,

Juie

Do you trust your Spaghetti?

I have always been extremely passionate about the Restaurant industry. This fascination has resulted in numerous plans with my mother to open an organic restaurant at the farm, blueprints of gourmet cafes, conversations with my restaurateur best friend about exciting opportunities and conversations with legal forces about certifications, health and hygiene rules. It’s a real dream.

Just this morning, I was speaking to a close friend about the number of new restaurants in Mumbai. Apparently, today there are 100,000 restaurants in the state of Maharashtra. Well, this conversation was mainly because I am from Mumbai but even if we look at this holistically from a Global angle, the restaurant business is booming.

In my opinion this is because of 2 factors:

1. The Foodie Culture is Pop Culture – It’s true, the millennials are obsessed with food(sometimes unhealthily). It’s a part of pop culture and is also greatly attached to one’s social persona. Social Media has made it crazier with the check-ins, reviews and food blogs. Earlier, the only reason to go to a new restaurant and try something was to satisfy your hunger and for the experience of the food and ambience. Today, it’s that too, but on top of that there is another angle of social standing attached to it. There are lengthy discussions about, “Have you tried supercalifragilistic restaurant?”, “Oh my god! Are you serious?”, “They have the best expialidocious in the world!” I’m a victim too. According to statistics from Wired, There are more than 200 million pictures tagged #food on Instagram. 20% of these are dishonest and are only based on the way the food looks. There are full time food bloggers out there who are making hundreds and thousands of dollars by writing reviews. Yelp made 469 Million dollars in 2015 and Zomato made a 100 crore in 2015. In the US the restaurant industry is expected to reach $783 billion in 2016. It’s an epidemic.
2. Urbanization, Digitization and Globalization – The world is more employed, more urban and more connected today. There is more dispensable income, there is a lot of priority given to ‘experience’ sometimes more than ‘ownership’ and there are lots of options. 82% of Americans now live in cities, almost double of what it was 100 years ago. This has provided them options. While a lot of businesses have not survived due to digitization, the restaurant business has bloomed to its fullest potential because of it. Come on, we can’t eat internet or order a virtual portion of tiramisu. In fact, digitization has spread the word, created an hierarchy and provided information.

This got me thinking about marketing for the Restaurant industry.Well, the industry as a whole is flourishing but what does that mean for individual restaurants. With the amount of options available today, how difficult is it to survive the hunger games? How loyal are customers to their favorites? What does it take to ensure continuing loyalty?

This is when I realized that ‘Trust’ is the most important aspect to consumers in the Restaurant industry and often underestimated because of how casual the trust has become. In fact, I think after the health industry, the restaurant industry is a runner up where it comes to ‘Trust’ being a key factor in its success. I think this ‘Trust’ can be broken down into various categories. 

• Trust that they will take care of your health: When we eat something prepared by someone, we place our lives in their hands. This trust is often underestimated because of how often we eat out and also because of the health standards maintained in most countries. However, the minute this trust is broken consumers don’t look back. It happened with me last year where I fell sick after eating at my favorite Chinese restaurant. No second chance was given and I was on to my next favorite because there are innumerable Chinese restaurants in Chicago!

• Trust that they will meet the expectations of your taste buds: What a bummer it is when the Spaghetti Aglio Olio you ordered is dry and flaky, when the coffee is just not right or when your favorite dumplings don’t taste like they usually do. You eat it, you pay and you leave but the impression is long lasting. Of course, a way to a customer’s heart is through his stomach. Lack of satisfaction results in lack of customers and sometimes trickles down to the customer’s network at well.

• Trust that they will continue to surprise you- When you’re loyal to a restaurant you visit it often. It’s on top of mind for that particular cuisine or a particular type of occasion. But why would you want to go to the same place repeatedly if it does not have something different to offer every time. Customers want to be surprised. Maybe not by new menus or by fancy discounts. That would be nice, but sometimes something small that companies can afford. Starbucks offers new combinations of coffee or cookies as testers. It is surprising, immersive and memorable. I remember going back and asking whether they are actually launching the Truffle Macchiato I sampled. Sometimes it can be as little as suggesting a surprising combination that they have never tried – Their usual pizza with a zingy topping or with a freshly baked gourmet garlic toast?

 

• Trust that they will provide an experience – Nobody wants to feel like they’re eating home food. Yes, people want comfort food, happy food, healthy food but definitely food that they can’t prepare themselves at home. Restaurants must focus on providing that unique experience that they cannot recreate at home. Either through presentation, service or entertainment.Molecular Gastronomy is doing insanely well because it’s such an experience to immerse yourself into. It looks delightful, focuses on taste but is also made using methods that we can rarely try at home.

 

• Trust that they will build a relationship – Relationships are key in any business. The restaurant business is so intimate which makes relationships all the more important. Cooking a meal and feeding someone is so personal and has such a great opportunity to build a relationship. This in turn has an added value to combat competition. Sometimes a restaurant will come along that has fantastic food, great ambience and thoughtful pricing. Imagine, How easy it’ll be to switch from a regular restaurant to that new restaurant that offers the best! This is when the relationship comes in. Knowing your favorite waiter who knows just how you like your Risotto- lightly garnished with garlic olive oil. Or being invited to tasting sessions of new menus – it makes you feel like you are a part of their success, like you’re valued and you’re important. This is what makes a difference. You may go try that new restaurant around the corner but you’ll always come back to your regular one because it’s where you belong!

In restaurants we trust and that’s where our loyalty lies. This case has been rested.

Are we just trying to get noticed?

The constant battle between attention and value 

Today I was trying to read up on how to make a mark through digital marketing. I was looking for articles on SEO, Adwords, innovation in digital technology and marketing automation. 5 out of the top 10 results on Google spoke about “Getting noticed”. There was “5 tips to get your brand noticed online in 2016”, “Small business strategies to get noticed on Social Media”, “ The anatomy of healthcare digital marketing that gets you noticed” and “9 inexpensive ways to get your business noticed in the digital world.” All of these articles included tactics like social media, word of mouth, capitalizing on bloggers to speak about you, paid search, Facebook ads. What stood out to me in all of this, is the word “Notice”.

Noticing means to become aware of. Well, yes it begins with awareness but is that all we want? Lately, in the process of my job-hunt I have spent a lot of time on Social Media. I have followed inspiring brands, inspiring people, job portals, content hubs and I have been on the look out for content that will be of value to me. The key word here is value. In that lookout, I found so many things that I noticed but I probably did not derive any value from. Sometimes, I found myself doing things to get noticed on Linkedin too and maybe not providing value to my potential employer.

This got me thinking about todays media landscape where there is such a huge clutter that we’re all looking to cut through it and stand out. An easy way out of it is to push content consistently and create recall through frequency. The consumer would probably see the content 7-10 times, relate to the logo and know of the brand’s existence. Yes the brand got their attention. However, did the brand do anything other than getting noticed? This is when there is a battle between attention and value.

 What if marketers try to cut through the clutter by providing value instead of just gaining short-lived attention. Getting noticed is more brand centric, the brand wants to be known, the brand wants to pull consumers towards it and it’s also relatively easy for the brand to get the consumer's attention. Getting noticed definitely creates a buzz, but providing value is what actually creates a brand.

Providing value is more tedious but more rewarding. It is also more consumer centric. You want to serve the consumer from the beginning of their consumer journey and this requires deep knowledge about the consumer. It requires research and coming up with a value proposition and great implementation that actually impacts the consumer. It requires going a step further and doing your bit for them even before you’ve made them your customer. It requires you to show it to them and not just tell them.

In the end, 'Creating value' has a great by product – It’s called 'Getting noticed'.

Sephora, you understand me!

Sephora’s brick and mortar store has been every woman’s dream/getaway/therapist/alter ego. The neatly/deliciously/attractively arranged products, the signature black, white and red store design, friendly and approachable staff, the color IQ innovation and the beauty studio have been pieces of the brand that have been loved by the consumers! Their Loyalty program, birthday gifts and quick delivery has worked well for the business. More than anything, they have been up-to-date with trends, constantly innovated on customer experience, exhibited seamless retailing and been on top of their digital marketing game.

Well , that was not enough,

Just last week, Sephora launched its ‘Virtual Artist’ update on the ‘Sephora to-go app’ – another disruptive innovation in today’s tech obsessed consumer world. This augmented reality innovation let’s you try lipsticks and lipglosses on the go! I obviously tried it and I think it’s the best experience you could give a consumer.

I sat on my couch and tried about 30 lip colors. It lets you swipe through 3000 lip colors and choose according to your preference of brand, shade family or format. I could try colors independently but also compare 4 different colors that I shortlisted. The most exciting part was that I tried shades that I would never try in the store probably because it was something I through was too risque for my personality. So to sort of synthesize the experience I think it was a win on:

- Time: I tried 30 shades of lipcolor sitting in my living room. I would probably not have the time and patience to do the same in the store.

- Convenience: Apart from sitting on my couch and trying it, I am saving myself from the chapping and drying due to applying and removing excessively. I also get an accurate idea of the color as there is no stain or residue from the previous color I tried. Beyond that, there are only so many lipsticks that one can try in the store, but who cares when you’re lazing with Netflix?

- Comparability: I could compare different lip shades and be completely satisfied with my pick!

- Trust: I subconsciously trusted the brand more as it was willing to give me an experience at my time, my convenience and without chapping my lips!

- Experience: It was a feel good and rewarding experience. I had never done something like this before!

From the strategy point of view, I think this is a great example of understanding your consumer. There is beauty, confidence, excitement and anticipation when one embarks on cosmetic shopping. There is an intrinsic desire to come back with a product that makes you feel something you’ve never felt before. You know that feeling when you walk out of a Blow dry bar, you hair flying in the wind, your inner goddess doing cartwheels and the world at your feet? That is an expectation when it comes to buying lipstick too. You want to feel amazing, garner compliments and be sure of your purchase.And above all, buying lipstick is fun and Sephora is laid out in a way that makes you want to try every lipstick in there – NOW YOU CAN!

In the end, I was a happy shopper who had 4 lipcolors in her cart :) Bravo, Sephora!

The Job Hunt & New Beginnings

Hello kittens!

So it has been a week since I got back to being the New Girl in the City. Chi-town gave me a warm welcome. The fall temperatures have ensured that my snow coat is tucked away in the corner of my closet. I stepped out in my sweatshirt yesterday - Basically, it can't get any better.
I started this blog to mark beginnings and change in my life. 
The beginning then was Grad-school. 
This year's beginning has marked: Living Alone/Job Hunting. 
For the very first time in my life, I am living by myself. I was petrified by the thought of it. 
Here's a confession:
I'd probably be lying if I were to say that I am not enjoying it. While it is amazing to have someone live with you, this has been a welcome change. 

However,  today I wanted to focus on the Job-hunt aspect because that's been a toughie. International students don't have it easy. With competent skills, a list of talents and funny, sassy and fabulous personalities there is a visa that hovers above the resume. There's so much going on - Good interviews and ho-hum interviews, encouraging emails and mild let-downs and great conversations and not so great conversations. Often they materialize into offers but sometimes, Bam! You're back to square one. But what I've come to realize is that if you look at all from a perspective of 'experience', I'd say it's an enjoyable one. There is a certain rush that you feel when you interview - it's a great feeling trying to persuade someone to place their trust in your abilities. It's fun to fill an exciting form that actually makes you think. There was one agency for which I wrote a creative test and it was the highlight of my week! 

However there are bouts of frustration, sometimes resulting in hanger, tears and insomnia. In all of this madness it is so important to keep your cool and keep your sanity intact. I have made a conscious effort to establish a routine, to take care of myself and to be positive. 8 days hence, I see it working in my sanity's favour. It's tough but worth it. 
Here's what I'm trying and if you're in the same boat you might want to try to! :)

----


Meditate: Newly taken up & proving to be the highlight of my day, this 30 minute beginning of my day leaves me feeling absolutely fabulous and ready to take on the craziness. Self confidence is key during this period and this my-time makes me believe like I can do anything I wish to do (Kinda works like the secret). Of course it's difficult to train your mind not to think, and so an easy way out is to make your mind think about the right things. Guided meditation has worked wonders for me. If you are in your job hunt it's definitely something worth experiencing. If you're interested, send me a note and I'm happy to send you my favorite videos!

Exercise: You don't want to be stuck on the couch clicking away all day! I find it so liberating to be active. Apart from the fact that I have kinda reached stomach-goals that I can't flaunt thanks to the weather, it makes me feel amazing. I have taken to Surya Namaskars  and Tibetan Yoga but of course if the weather is good then nothing like a good ol' run. Exercising releases the happy hormone, it really does.

Eat well: I cannot even explain how important this is. During grad-school this is something that I did not pay attention to and my body hated me for it - Eating well and eating on time. I felt lethargic when I had to finish presentations, acidic in class and sometimes I felt like a mini death after a night of drinking. Food has a direct correlation to your productivity and mood. I'm not skipping breakfast, eating lots of fruits and vegetables and drinking more water than I have in my past life. I'm actually being a little anal about this - I have water alarms set on my phone. But the good side to this, I'm cooking a lot. I'm soon going to post a recipe of my Spinach Risotto - which by the way was a hit!

Entertain yourself: Sing in the shower, watch cat videos, pick up a new (non-binge-worthy) show, paint, get a couple of drinks with someone who makes you laugh, go a little crazy. It's re-energising because change is so important. Sometimes the break helps you focus better. I have gotten back to singing, sketching and wine hours. I'm not complaining!  

Learn a new skill: See this time as tons of free time. Learn something that might help you do your next job better. I brushed up on my Web design, went through my Social Analytics softwares and I'm currently learning SEO because why not?  

Work on your Personal Brand: Ah, this one is what makes all the difference. When somebody interviews you, they want to remember you as an experience. They want to have a good time, be intrigued, be impressed. They want you to be different than the 74895736384 other coffees they've set up, and the 5956936593865938 interviews they've conducted. Make it worth it for them. Go that extra mile, do something crazy, show them that you've researched what you're saying and show them who you are. Apart from the interview prep, make a website, write a kickass cover letter, make a quirky visiting card. I made my own website and it's helping so much! Efforts always have an outcome and remember they're hiring a brand for their brand.

Social Media Productivity: Harnessing the power of Social Media works wonders in the Job hunt. I've been trying to understand what is it that my potential employers read, what does the industry dance to and what are the conversations people are having. Send in-mails, ask for advice, join groups, be a part of conversations - Somewhere something may click, and if it doesn't then you're learning anyway!

Sleep - Obviously. Get your 8 hours, rise and shine like a Daffodil!




Yes, I have my days when I'm umm-errr-never-mind too but we all need some self motivating don't we? Let's hope I keep going on with this.
No, I haven't landed my dream job yet, but let's pray that I will real soon, Will ya? 
Remember they're as lucky to have you, as you are to have them! 

And soak up the sun in this time, You're going to be working ALLLL your life.

Oh also, I better get a job real quick - because Beyonce, Coldplay and Rihanna need me in their concerts this summer ;) 

The smell of your dreams coming true

This was something I had written right before embarking on my journey to Chicago. There was a lot of excitement, dreams and a little bit of idealism.

"

I've always associated different things in my life with different smells. 

There is a smell you know? When you know that your dreams are about to come true? When you know things are on your way and the aroma is faint but nearing ?

It is the smell of fall; the smell of a new country and new roads; new people and new emotions; a new studio apartment and leather winter boots; crisp grocery lists and good cooking days; the smell of being alone and missing people back home; the smell of roads and maple trees; of new friends and new struggles; the smell of newly gained knowledge and new textbooks; the smell of the stage and a lot of  good old library books; of a new comforter and a new bed; The smell of a new peculiar wine; the smell that my clothes will absorb being in a new wardrobe; smell of not having the mother around so falling asleep covered in her old soft cotton saree that smells like home; the smell of growing, learning and dreaming all by yourself; the smell of being scared to death and still facing the sunlight; the smell of being out of your comfort zone; 


The smell of getting to know yourself.


Also, the smell of a big bowl of homesick-khichdi you have proudly made for yourself.

Someday you'll smell a similar smell too,
Juie 

                                                                              "

Today, as I was browsing through my old blog, a lot has changed. I have replaced the word 'Dreams' with the word 'Goals'. I'm a lot more focused, calm and organized in my writing and I'm surprisingly realistic with a sprinkle of idealism. But you know what? When I went through this post, nothing has changed. As I am embarking to go back to Chicago on a new journey I feel the same. Though it won't be an all new atmosphere, it's a new beginning. I smell the anticipation of finding my dream job, the excitement of doing worthwhile things and the sweet anxiety of not knowing what's next.

2016 is my Oyster, ya'llllllll.

Lots of dreams turning into goals and lots of goals turning into reality,

Juie