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“Gap between INTENT and IMPACT is equal to the gap between SUCCESS and FAILURE” The effectiveness of communication is directly proportional to the gap between the intent and the impact. This rule is no longer applicable to the subject of communication only. We can apply same rule to the subject of marketing also. For e.g. Tata Nano failed because it was promoted as a cheap car. We usually associate cheap word with the negative values. Although, the intentions of Mr. Ratan Tata behind Nano car were really good. He wanted to make an affordable car which most of the people can buy. It was supposed to be a gift to those two-wheeler customers who wanted to upgrade to four-wheeler but didn’t have enough money. Thus, the large gap between intention and impact is clearly visible here. Tata motors still suffering huge losses due to the blunder done by their marketing team. The biggest selling point i.e. the cheapest car you can get boomeranged. Value conscious Indians especially those who were looking for an upgrade from a scooter to a car should have embraced it with open arms but didn’t. The potential buyers felt that owning a cheapest car is same as acquiring a lower social status. Thus, as managers it becomes more important to reduce the gap between intent and impact. As this gap can be the gap between you and your company’s success and failure. Our one of the main objectives as a manager is to get the 100% output from the team. And this can be only done when we are able to communicate goals and objectives to them effectively. But how can we be most effective? How can we reduce the gap? For marketing managers, they need to first understand the attitude and behavioural intention of the consumers before they decide the marketing strategy. It is because nature of the perception largely depends upon the attitude of the consumer. This was clearly evident from the Tata Nano case. As far as personal lives are considered, no one wants to be misinterpreted and thus invites troubles and bad image to themselves. The small misinterpretations grow into large misunderstandings that grow into erroneous stories which ultimately erodes trust, credibility and transparency and negatively impacts performance. Thus, we need to reduce this gap by being more self-aware. Thus, this gap is of vital importance in both our personal and professional lives. Consciously minimising this gap will make your conversations valuable, relationships better and businesses more effective. HAPPY COMMUNICATING!

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