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Vani Kola says cos getting back on track need to think about next 12-24 months, not just 6

A number of large companies like Facebook, Google, Microsoft became large companies because they took advantage of paradigm shifts, said Kola.

, ET Bureau|
Last Updated: Jun 06, 2020, 06.32 PM IST
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Kola firmly believes things have changed forever for consumer companies.
Kalaari Capital MD Vani Kola believes that entrepreneurs, in a bid to protect their companies from the economic fallout of the pandemic, aren’t thinking long-term. In a conversation with BankBazaar CEO Adhil Shetty, Kola emphasized the need for leaders to chart a decisive, long-term plan forward.

“This is not a six-month issue at all. I think we’re thinking too short-term when we say what do I do this quarter or the next two quarters?” she said. “We’re making very short-term micro decisions, wishfully thinking life will go back. (But) By now, we all know life isn’t going back to what was.”

Kola believes entrepreneurs should take the data available and make decisive decisions keeping in mind a long-term view, not just what life will be like in six months.

“In six months, what’s going to happen? Six months from now, I think we’re still all going to be fighting the same things on the street we’re fighting today. As a business, we need to think of the next 12 to 24 months. What are the choices I need to make to have leadership in my category, in my product, in my market share and in my customer score? There may be certain decisions you need to make today, certain decisions you need to make three months from now, six months from now etc. That’s fine, you can map out those decisions but think about (what the company is going to look like) 12 to 24 months from now.”

Look to the Future
Asked if she believes things have changed forever for consumer companies, Kola said, “I firmly believe so. At every level, from distribution models, from supply chain models, how customer interfaces interact, what they are going to value and not value, things have changed. But the way to think about it is, how often do I have an opportunity to cater to paradigm shifts?”

According to Kola, a number of large companies today became large companies because they took advantage of a paradigm shift and catered to it more rapidly than the rest.

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