At times, breaking the rules may be the only path to success. Kishore Biyani, the CEO of a rapidly changing retail company in India, emphasizes that within a company, it is essential to maintain a balance between Kama (creative spirit) and Yama (control) to ensure a positive retail experience. Additionally, it is important to consider the key cultural traits and the visual preferences that are common among human societies.
Kishore Biyani recounts a peculiar experience he had when he attempted to set up his stores in line with the visual standards observed in Western supermarkets and grocery stores. When he tried to replicate their appearance—characterized by bright lighting, well-organized aisles, and tidy shelves—he ultimately found that the shopping experience felt sterile.
The worst-case scenario unfolded when he realized that although customers could navigate the aisles with ease, they tended to head straight for the exit. This prompted him to discard conventional approaches and make difficult decisions based on an understanding of cultural differences.
He decided to interrupt the ordinary series of shelves, to use irregular aisles and disarrange the product placement. He stopped selling polished apples and left fruit and vegetables on their soil. He finally came to the conclusion, that in his case all that customers wanted wasn’t a neat self, but the noise and the mess reminiscent of the quality and freshness of the producers’market.
*This story and many others can be found in the insightful book: Caspian Woods, Devil’s Advocate. The 100 Commandments You Must Break in Business, 2012.
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