An evening with Ms Malavika R Harita
Introduction
On January 31, 2025, we had an engaging session by Ms Malavika R Harita, a Communication Evangelist, Brand Strategist, Teacher and Corporate Trainer.
About Malavika R Harita is Resident Mentor at NSRCEL, the business incubator of IIM Bangalore. She is actively involved in mentoring start-ups in the profit and non-profit sectors at NSRCEL and other incubators across the country.
Ms Malavika is on the Board of Governors of the Indian Institutes of Management, Bangalore and Visakhapatnam and on the Governing Council of Mount Carmel College. She is the Chairman of the Big Bang Awards Committee and Treasurer of the Advertising Club Bangalore.
Ms Malavika founded Brand Circle in 2018, a consultancy firm working in the areas of Communication and Corporate Training. She
Ms Malavika has been teaching for the last 30 years at various post graduate institutes in India and abroad. She is also involved in Executive Education and Training and runs workshops and programs for practicing managers. She is also a TEDx Speaker.
Ms Malavika has 41 years of experience in marketing, communication, and entrepreneurship. Brand Consultancy and Strategic Planning are her focus areas. Earlier, she founded and ran Saatchi & Saatchi Focus as the India CEO for 25 years.
Ms Malavika was one of the first Gurukul Chevening Scholars, selected by the British Government for a special program at the London School of Economics. She is the first woman to win the Distinguished Alumni Award from IIM Bangalore, the first woman to deliver the Founder’s Day lecture at IIMB, the first woman President of the IIMB Alumni Association and the first woman alumnus to serve on the IIMB Board.
Who is a TRUE leader?
A true leader is human, humane, tough, honest, disciplined, knowledgeable and not frightened. Leaders must have a firm conviction and demonstrate the commitment required to be get things done.
Some rules for a TRUE Leader
Rule 1: Learn to commit to the larger cause
Rule 2: Learn to lead
Rule 3: Learn to cope with failure
Rule 4: Learn to take responsibility for actions
Rule 5: Be current, keep learning
Rule 6: Learn to say NO
Rule 7: Learn to balance your work and life
Rule 8: Learn to keep personal, family, professional, social and public avatars in synch
On the importance of communication
Communication is one of the most critical requirements of a leader. As James Humes once mentioned, “The art of communication is the language of leadership.”
Most of us are not born communicators. But we can all learn to be good communicators. And the only thing that works is a lot of practice.
On the importance of the message
Ms Malavika is very much against smart communicators who talk a lot and say nothing. We should be effective communicators who have something to say. When we communicate, we should convey a clear message.
On the importance of being tough
Being a good leader is not just about being human and humane. We also need to learn to be tough. We should not be frightened of saying no and wanting to be popular. This is leading to a dilution of standards across corporate India. As a leader, we must take the tough calls. We have to say no. And if we are fair about it, we will continue to be respected.
On the importance of listening
Listening is a pre-requisite to problem-solving. We talk a lot but don’t listen enough. 50% of communication is listening. And unless we listen, we cannot be either an effective manager or an effective leader. Listening will enable us to avoid costly mistakes, reduce paperwork and save time.
On the Hurrier model
The Hurrier model of effective listening has several components.
H – Hearing: Physical act of hearing and picking up on non-verbal signals; tone of voice, body language and facial expressions.
U – Understanding: Coherent understanding of what has been communicated. Factors like language and accent may affect our understanding.
R – Remembering: Remembering the message we are receiving in its entirety.
I – Interpreting: Understanding the context and being aware of, and avoiding, any preconceptions or biases to prevent misinterpretation
E – Evaluating: Evaluating all the information, keeping an open mind and only then starting to formulate a response.
R – Responding: Being well-measured and demonstrating that we have understood what was communicated.
Relevance, Originality and Impact (ROI)
Relevance: The message should be relevant to the audience.
Originality: We should differentiate our message from others.
Impact: We must get the audience to behave the way we want them to.
Two key rules
People are always asking two questions: What's in it for me. Why should I listen to you? So, we should ask ourselves: What should we convey to our audience that will be useful for them? Do we have the credibility so that others believe us? Why should people listen to us?Ethos, Pathos and Logos
Aristotle said that communication is a combination of Ethos, which is character, Pathos which is emotion and Logos, which is logic. When we communicate, we should use the right mix of pathos and logos, the foundation being ethos, i.e. our credibility.Tailor it for the audience
We can’t have one single communication style for everyone. Different people require different strategies. Different contexts require different strategies. People in different positions require different strategies.Focus on the key point: Single minded proposition
The less we say, the more we communicate. And the more we say, the less we communicate. So we should focus on the single most motivating and differentiating thing we can say to the target audience. We should remove everything else. We love to talk. We talk about things which are not necessarily relevant to what we are saying. This is a pitfall we must avoid.
In today's world, attention spans are becoming less than 5 seconds. Ms Malvika took us through a thought experiment. Say we were to park our car next to another car or bike at a traffic light. And we have got 5 seconds exactly to say what we want to say. What are we going to tell them about ourselves?
Useful rules
Rule 1: Kiss principle. Keep it short and simple.
Rule 2. Keep it logical. It is for our audience and not for us. It may be absolutely clear to us, but not so to our audience. So, we must keep it absolutely logical and lead the audience through the presentation.
We can use the Minto pyramid. And this is how we structure our presentation, our main points, sub points and support points.
We love the be nice and the good to have. We forget the must haves. So, whenever we are writing or presenting, the must have must be there.
Rule 3: We should know our audience. We should try to understand them, and tailor our message for them.
Rule 4: We must answer the question: What's in it for them? What is the benefit for our audience?
Rule 5: We need to trigger action, especially in the business scenario. So, there must be a call to action.
Purpose, Planning and Passion.
Passion without a purpose and a plan is completely meaningless. We will become one of those glib talkers who says a lot but conveys nothing.
Delivery
If we are a little nervous before a presentation, we will do much better than if we think we can just crack it. And if we do feel nervous, we should just relax and take a breath.
We should connect with our audience. We must make eye contact with the audience and not read from our slides. We are supposed to be having a conversation.
We should not rush. We should also not speak so slowly that we put people to sleep. We should let our passion come through when we speak.
We should enjoy the process.
Body language
Body language is important. We should use our hands and move them purposefully, not just allow them to dangle.
Prepare
We should prepare, internalize the content, rehearse, record ourselves and play it back. This way, we can self-correct a lot of mistakes.
Communication Effectiveness Framework
We can use a structured framework to assess ourselves.
- Were we clear in what we communicated?
- Were we concise or did we ramble?
- Was our data concrete, correct and relevant to our communication?
- Was our communication complete or did we leave your audience hanging?
- Were we credible: did we communicate with the confidence of knowledge?
- Did our communication deliver Relevance, Originality and Impact?
Concluding remarks
Communication and consumer behaviour are closely linked. We should understand people and know what makes them tick. We should know how to communicate with them. And we should communicate with them and manage them. We should like people genuinely. Otherwise, it will be apparent when we speak. We should reimagine ourselves as storytellers and as charioteers to enable people to focus. We should be a prism, radiating our organizational values.
Q&A
The principles of communication (What is in it for me? How do I build my credibility?) are the same, whether we are doing a marketing campaign, or we are speaking to our team or to our peers. What does change is the language, the terminologies and the tone.
We cannot be a communicator or a leader automatically. We need to put in the required effort. We need to have the intent. We should be ambitious. We should have knowledge.
Superficiality lasts only to a certain level. After that it is only the people who are truly knowledgeable and can communicate clearly who go up the ladder. Ms Haritha has never felt the glass ceiling, because she has worked hard to build her knowledge base.
In today's world of social media, everything is magnified and amplified. For example, consider the recent case of L&T CEO Mr S N Subrahmanyan who mentioned: Work 90 hours a week and come to work on Sundays too rather than “staring at your wives” at home. He wanted to say that we must work hard. But the way he said it and the analogies he used became controversial. So, we need to be careful about the words that we use. A lot of what we say can be taken out of context and blown up. Mr. Narayana Murthy had also proposed a 70 hour week. That was also not wrong. Most of us do work for more than 70 hours a week. It is the tone and choice of words which matter. We need to be politically correct in the way we speak.
Donald Trump and Elon Musk do not really care what people think of them. They are doing it more for effect than anything else. They get away with saying whatever they want to say. But they should not be our role models. We should be who we are. Donald Trump is a great communicator but is a very negative brand. He knows exactly what the media picks up. And that is why he makes all these controversial statements. He knows how to leverage the media to become more popular.
One person whose communication Ms Malavika really admires, is Mr. Anand Mahindra. He has a point of view. And he uses the social media so well. He is very polished and very urbane. He communicates powerfully but is not controversial.
The way Ms Malavika would speak to her Australian boss was very different from the way she would speak to her team in India. She had to give her boss a context on what was happening in the Indian market. There had to be a very clear agenda. But when speaking to her Indian team, she was more informal and able to take many shortcuts. And she did not have to provide context because everyone understood what was going on.
In certain critical situations like downsizing, the way we hold the conversation is very different from when we are giving people good news. We love to have easier conversations but hate the tough ones: sacking a person, not giving them an increment, or even sacking a client sometimes.
During tough conversations, we must change our tone. But we should be honest. if we tell one lie, we will have to tell 6 more to cover it up. Ms Malavika believes it's much easier not to lie. So, she tells people the way it is. That doesn't make her very popular. But it makes her respected.
Authenticity and the honesty help us to tide over tough situations. As leaders, we will have to say things that are not very pleasant. We should speak fairly. We must be human, and humane.
No is a tough word. But it is a very effective word. Most of us don't say no. We say, maybe. So, as leaders, that’s something we must learn to say.
Ms Malavika believes that to be a good communicator and a good leader, we should hang up our ego. When we make a mistake, it’s always better to say sorry. If her team made a mistake, Ms Malavika would take the blame. The buck stopped always with her. If people yelled, she would listen. One of the ways to mitigate anger is to just keep quiet and let the other person run out of steam. But saying sorry and accepting that we made a mistake is critical. The moment we do that the whole situation diffuses.
Now legally, sometimes we cannot admit to a fault because we can be sued, especially in the US. We need to word it properly, but we can still say sorry, legally, correctly. The word sorry is as important in communication as the word no.
These days, the frontline staff are not being trained correctly. In the past, we had strong bosses who would train, coach and mentor their team members. The system functioned like a corporate gurukul. Today the bosses are failing in this role. Ms Malavika calls this the complete breakdown of corporate culture.
For example, in the case of airlines, the front facing stewardesses or ground staff have not been trained how to handle an ugly or crisis situation. Across the entire corporate hierarchy, people are not focusing on training. And that is the bigger problem. It is also the result of our education system. We're not trained to say: I'm sorry I made a mistake. We're always justifying our mistakes. Even otherwise, training has taken a backseat. For example, air hostesses are not trained to make announcements.
Ms Malavika grew up in a generation where no concessions were given to women. They had to be the best to qualify for the job. The young women of today should also endeavour to be the best out there.
Many women are not trained to communicate. They feel shy. But they should realize that a lot of men are equally shy. We don't need to be an alpha personality to be heard. But we need to be knowledgeable. The moment we have expertise and knowledge, people listen to us, and our gender becomes completely irrelevant.
We are conditioned culturally to bother about what others will think or say? But as long as we know what we are doing and clear about what we are saying, how do they matter?
We should go with them for the presentation but allow them to present. We should make them practice with us before the meeting and then make them present. We should tell them that we are always there if they get stuck. When we do this on a regular basis, they will build their self-confidence. And slowly, they will not need us anymore. We need to tell them that it's fine if they fail. We tend to celebrate success but not failure. And if we don't fail, we are never going to learn.
The first time Ms Malavika presented at IIM Bangalore about 5 years after her graduation. It was horrendous. But she picked herself up and started presenting.
When coaching a junior, we should give her some time. If she doesn't pick it up, say in 3 or 4 months, there is an inherent problem. We should use her for the back end and get another person to make the presentation.
The topic must come from our heart. We should not do a talk, unless it appeals to us. We should also practice hard. And that is something for which TED has a clear process. And as we practise on the screen for a TED talk, we realize that even a seasoned presenter can make many mistakes. A time span of 6 to 7 min, for a TED talk is more than enough. Most of us can't carry on for longer without slides. Moreover, the attention spans are becoming shorter. During TED talks, it is a little intimidating to stand within a red circle and not to be able to move around. But as long the words come from our heart, we will be ok.
Barack Obama is a good speaker. He had a spontaneity initially. Especially when he was campaigning for his first term in office. And that was why he got elected. But later, he became very Washington like and correct. So, he lost the spark. He was very fluent, but the words didn’t come from his heart anymore. It was very practiced and robotic. That happens with many motivational speakers. They find a formula. And then after a while it becomes formula driven and the spontaneity is gone.
Shashi Tharoor has a great vocabulary. His usage of words is perfect. He is good to look at. But Mr Tharoor is not a presenter. He is an orator. In corporate settings, presentations are more relevant than speeches. Moreover, it needs more intellect and a certain background reading to understand what Mr Tharoor is conveying. Ms Malvika does play some of Mr Tharoor’s videos to the class. She gets mixed reactions from students. Some of them love him while others do not like him so much because they do not get the context. So, Mr Tharoor is for the intelligent, not for the masses.
One of the challenges is that participants keep quiet and do not even switch on their camera. Ms Malavika tries to make her sessions very interactive by cold calling and asking questions. She encourages people who are shy to use the chat. After a couple of sessions, she gets a huge amount of class participation. In fact, she has to control the class participation.
In live classes it is a little easier to engage the students. Ms Malavika makes the classes very experiential. She asks people to come and write on the board and present. She explains a little bit of theory and then makes them talk about it. She asks them to do secondary research in the class and then present what they do.
Swami Vivekananda, Jawaharlal Nehru, Gandhiji and others were great speakers and followed the time trusted communication principles. They were very effective at that point in time because the context was suitable. But Ms Malavika is not very sure whether they would be effective in today's age. The distractions today are far more. And people are getting so used to video as a format.
Listening to speeches is becoming very tiresome. Most people want short podcasts. So, listening as an art has gone down. Long speeches would not be so effective in today's attention deficit world.
Ms Malavika shares with the students many caselets. She asks them to talk about their personal experiences. She gives them the frameworks and then asks them to apply them and come back. She also does a lot of zoom sessions, one to one or in small groups to connect with them. This consumes some additional time but is very effective.
Hitler was able to work people up into a frenzy because he tapped into a very strong human insecurity which the Germans had at that point against the Jews. And that is perhaps why his rhetoric was so powerful and so impactful. So, effectiveness is very contextual, time specific and depends on the ability to hit the right nerve.
Social media and technology are not going anywhere. We should not be ostriches and bury our heads in the sand. We should harness these tools for our benefit.
Due to the rise of AI, written communication is no longer relevant. We can just put our text through an AI editor and get what we need. And then we can humanize it. But verbal communication will still have an important role.
We must certainly use tech, but then we should humanize it and make it authentic. AI does give us a great structure. But it doesn't give us the human touch. AI sometimes produces content that sounds very mechanistic and old fashioned. We must bring it to today's age by humanizing it. Of course we should also train the algorithms to suit us. And as leaders, we need to understand that social media is also not going anywhere. We must use it to our benefit, but of course in moderation.
During speeches and presentations, body language corresponds to silent communication. We are communicating a lot without saying anything. In marketing, silent communication happens through the logos, symbols, colours, visuals, music, etc.