AIESEC Sri Lanka, Event, Lifestyle

Think Out of the Box | The AIESEC Sri Lanka Podcast Season 3

Under the tagline #CreativityWithoutConstraints, the National Showcasing Team presented the 4th episode of AIESEC Podcast Season 3. Our guest speaker brought out a few mind-boggling insights on the topic “Think Out of the Box”. He is the Chief Operations Officer at International Medical Campus – IMC, a teacher at Markaz Al Haadi, a senior lecturer at Cambridge College of Business and Management, joint Founder at As-Sunnah Trust-Sri Lanka, an external Faculty member at the University of Moratuwa, Sri Lanka a visiting Lecturer at the University of Colombo and a former Lecturer at Sri Lanka Institute of Marketing (SLIM). He is none other than Mr. Inthikab Zufer.

WhatsApp: The Digital Drug 

Our host, Kavishka Perera, started the session by asking our guest speaker a simple question about the three apps Mr. Zufer would have on his phone if he were to delete all the other apps. Mr. Zufar’s first choice was WhatsApp which he called “the digital drug”. This led to a conversation about how WhatsApp has taken over all the other communication platforms. In fact, he stated people nowadays rarely use regular messaging services. Finally, he chose an editing app called “CapCut” and the Zoom or MS Teams Platform as his other choices.

A Career that Runs in His DNA

Kavishka’s second question about Mr. Zufer’s career choice led to another exciting and jaw-dropping discovery. He started by claiming that lecturing was a part of his DNA because his parents were teachers. But that was not all. We found out that half of his lineage were teachers. He also stated that he used to explore this side of teaching while studying with his friends by explaining complicated stories more straightforwardly.

Mr. Zufer started his career during his undergraduate years when he did a presentation on Nike, and his spellbinding presentation skills impressed his lecturers who immediately offered him a lecturing position. What started as a classroom presentation opened many opportunities for him in Sri Lanka and universities overseas. Mr. Zufer also added that this career brings him tremendous self-satisfaction because he moulds students and shares his experiences with them. Mr.Zufer said, “If I don’t teach, if I don’t lecture and if I don’t have an audience to talk to, I feel very bored sometimes”.

Benchmarking by Thinking Out of the Box

After the initial questions, Kavishka entered the main topic in question, “Thinking out of the box.” Kavishka shared his opinions to cultivate a conversation. He posed how important it is to move out of the mainstream framework of creativity and how creativity is limited to mainstream industries. Mr. Zufer provided a remarkable answer by highlighting the importance of benchmarking by thinking out of the box. To explain this, he shared with us how DHL appeared to be the world’s largest courier and delivery company by thinking out of the box. At first, they assumed they were in the courier industry and competed with companies such as FedEx, UPS or Aramex. A different perspective led them to realize their biggest competitor was in the delivery industry; Pizza Hut. He also used the simpler example of a computer mouse and posed the question: “If this was not a mouse, what would it be?”.

Mr. Zufer further shared his thoughts on this question by bringing in a “share of wallet” theory. He said, “Imagine you have 100 rupees in your wallet and you want to buy a coke, but you decide to buy a cream cracker biscuit, coca cola’s competitor becomes the cream cracker, not Pepsi or elephant house”. 

Kavishka then asked Mr. Zufer what his favourite advertisement was. Our speaker shared that his favourite advertisement was an advertisement by Toyota. This particular advertisement depicted butterflies resting on a car and how the starting of the engine does not scare them away. He shared another creative advertisement for Virgin Atlantic. Kavishka added that minute details are what incur creativity.

The Education System and Creativity

The next question our host asked was about the Sri Lankan education system. “When you think of the phrase ‘Think out of the box, do you think our education system allows opportunities for students to grow in a creative mindset?” he asked. To answer this question, Mr. Zufer asked the audience to type “University makes me…” on Google and check the dropdown recommendations. Most of the results appeared to be negative. He also used Amir Khan’s movie, “3 idiots”, to emphazise this monotonous education system. He further emphasized Elon Musk’s statement against universities. “If you are not set with a proper guru or an expert to give you proper direction, you will end up experiencing that formal education is putting you inside the box,” he said. Mr. Zufer also showed how he taught his students to think for themselves by only teaching them the basics without spoon-feeding everything. 

Do You Have the Audacity to Think Outside the Box?

Kavishka then moved on to another field  Mr.Zufer is involved in Content creation. Mr. Zufer defined content-based marketing and platforms as of today’s most outspoken field. He also highlighted the importance of creativity related to content creation. He spoke about Mr.Beast, who recorded himself counting from one to a million and obtained views after uploading that on YouTube and other personalities who did peculiar things to get people to watch them. “Who comes out with content like this? People who dare to think out of the box. People who want to make a difference. I think content is unlimited”, he concluded his answer.

The next question was about social media influencers. Kavishka asked for a piece of advice from Mr. Zufar about what an individual who wants to enter the influencer community can reach an audience. Mr. Zufer pointed out how most influencers are focused on the quantity of their followers rather than their quality. “If you can find anything you can be consistent with, that is enough”, he commented. He brought in the example of Khaby Lame and how he is consistent with his content.

One Last Piece of Advice 

The final question was about strategies people should follow which would be helpful for their careers.  Mr. Zufer answered this by saying that “creativity is an art which can come within you or you can learn through exposure”. He further stated that everyone needs to be creative and come out of their boxes irrespective of their field. He ended the answer by repetitively saying, “keep on trying”. Kavishka reflected the importance of gaining experience through exposure and networking with people. He shared his own experience as a public speaker on how they were asked to travel around the country to get the blended ideas of different people. Both the speaker and the host exchanged their thoughts on how interacting with other people, communities and nations are essential to think out of the box. 

The session was wrapped up with the hot seat questions, which revealed the personal side of Mr. Zufer. At the end, he shared a motto for every youngster, entrepreneur or anyone that aspires to be creative: “Unlearn things to Relearn”. He further shared a controversial statement made by Einstein. “The more I learn, the more I realize how much I don’t know.” and added his thoughts, “break stereotypes, break perceptions and then you will see the horizon much more clearer than it was.”

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Making an Impact with a Purpose-Driven Campaign

Corporate Social Responsibility (CSR) is a crucial requirement essential for businesses to survive because today’s generation is more socially aware. Therefore, in addition to profit making, companies should adjust policies to meet current social trends. One creative method of strategically meeting this criterion is through a Purpose-Driven Campaign.

“People don’t buy what you do. They buy why you do it.”
– Simon Sinek

What are Purpose-Driven Campaigns?

A Purpose-Driven Campaign is usually a long term cause campaign with a non-profit goal. It’s main goal is to attract customers. Businesses conduct such campaigns because they understand the value of customers. In addition, it is a tactic of communicating business values, ethics and operations. Modern consumers prefer brands and companies that carry a purpose. Therefore, brands and businesses that align with current trends are more popular. Consequently, business that uses strategies to keep up with these trends will be more will receive greater benefits. Without customers, a business would not be able to achieve its profit targets.

Here are six companies with Purpose-Driven Campaigns.

Nike- "You Can't Stop Us

Creating a Purpose-Driven Campaigns

Here’s how you can create a Purpose-Driven Campaign for your brand or business.

  1. Identify your brand’s purpose and role. Then, understand what values are important to your brand.
  2. Know what your audience wants. For example, whether they want sustainable or eco-friendly products. What trends do they follow?)
  3. Be aware of current movements. Afterwards, align your brand with a specific cause. 
  4. Create a marketing strategy that can promote your brand’s purpose. Then, you can use social media, advertisements, billboards for promotion.
  5. Create valuable content that can inspire your customers.
  6. Make sure to make your purpose consistent.
  7. Finally, you can keep analyzing your progress.

Impact of Purpose-Driven Campaigns

Purpose-Driven Campaigns have a massive impact on marketing the business or the brand. They have the power to influence consumer choices. Moreover, they can contribute to supporting local or global issues. 

Impact of Purpose-Driven Campaigns

Impact on the business or brand

  • Help your brand or business to openly communicate its core values, ethics, culture, model and its purpose.
  • Businesses get to receive higher market shares. As a result, they can compete with competitors more effectively.
  • Help your business generate more engagement by connecting with people who like the campaign.
  • An efficient marketing strategy to use under the current pandemic situation.
  • More engagement ensures more customers. Therefore, it guarantees more benefits for the business or brand. 
  • Business growth will be more meaningful.
  • Business can retain customers because of the long term purpose plan.

Impact on customers and the community

  • Customers get to be a part of a worthwhile movement. As a result, they get the chance to contribute to society. 
  • Businesses get to tell their story. Then, they can create an impact in society.
  • Will benefit the affected people or the issues in target.
  • People begin to think about the environment or the society before purchasing.
  • Engagement with the brand or business will make people more aware of certain issues.
  • Gen Z customers actively engage in social media campaigns, social, political and environmental issues. As a result, businesses can get them to join their purpose easily.
  • Campaigns targeting Sustainable Development Goals can contribute to sustainable development. For example, Starbucks contributions to SDGs. (SDG 1, SDG 2, SDG 4, SDG 5, SDG 7, SDG 10, SDG 12 and SDG 13)
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Power of Hashtags

The hashtag symbol was first used as a grouping symbol in 1988. People recognized it as an unimportant symbol that showed up on an old typewriter or a telephone keypad. But in 2007, things started to change for this little sign when Chris Messina posted a tweet in 2017.

“how do you feel about using # (pound) for groups. As in #barcamp [msg]?”

Chris Messina's tweet that caused the revolution

Twitter immediately rejected this idea at first. But then, Tweeps used the hashtag for the San Diego Fire (#SandiegoFire) and many other trending topics. As a result, Twitter introduced the hashtag as a search tool in 2009. Instagram used it since the first day the app launched in 2010. Facebook grasped the culture in 2013. Soon, many other social media platforms and websites started to embrace the hashtag slowly.

Hashtag Activism 

Who knew such a trivial symbol could significantly impact world peace, women rights, racial issues, and our own lives? Hashtags have influenced people across the world to raise their voices for and against global concerns and social issues. They brought activism to its peak through movements such as the #BlackLivesMatter, #HeForShe, #MeToo, #lovewins, #ProtectOurWinters, #ClimateChangeIsReal and more campaigns. Today, this has become a significant way of demanding justice, awareness and even fundraising. They have proven to have an impact on policy changes, organizational decision making and global politics. 

Even in Sri Lanka, this trend has propagated like wildfire. Social media platforms have become a powerful weapon of “cancelling” specific incidents and people who fuel stereotypes, injustice and violence. For example, #EndPoliceBrutality, #JusticeForThariq, #JusticeForHishalini, #StopForcedCremations became popular hashtags recently. As a result, Sri Lankan social media users try to dig deep into social, political, and environmental issues. 

Hashtag Marketing 

The hashtag is also an effective strategy in digital marketing and branding. Companies use hashtags as an inducement to attract customers and to grow their online presence. They create hashtags by adding words, acronyms and phrases that are related to the brand. Hashtags can also be something that their customers may find inspiring. Relevant and trending hashtags play a significant role in promoting companies. For example, the brand AIESEC promotes its brand name through attractive hashtag phrases. Some of them are, #LiveTheExperience, #LeadInnovateIvolve, #BeTheChange, #Youth4GG and #GlobalVolunteer. These are not only memorable, but also they support the purpose of the brand #AIESEC.

Social media influencers use hashtags to market products, brands and even themselves. Instagram influencers use hashtags to stimulate their audience. As a result, they can boost the promotion of products and increase their followers. Some hashtags used by influencers are #instagood, #instadaily, #instafood and #instamood.

Hashtag Lifestyle

Apart from hashtag activism and hashtag marketing, ordinary social media users also use hashtags daily. We come across hundreds of hashtags as we scroll through social media. As a result, they have become a natural part of our daily routine. Hashtags help recommend what we want to check online. They could suggest Instagram profiles, social media challenges, entertaining profiles or products and services that match your preferences. Social media users create and use hashtags when they post their pictures or tweet their thoughts. They use hashtags such as #travel, #fitness, #photography, #vsco, #lol, #holiday and #sunset to keep up with the trend.

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