BHARAT AVALANI is an accomplished FMCG marketer, facilitator and communicator who works with thought- leaders across the globe. Based in Kuala Lumpur, he is the Founder and CEO of Connecting the Dots Consultancy and Global Partner of Anecdote, recognised as the world’s largest and most experienced business storytelling enterprise. Bharat is currently the Secretary General of the Asian Federation of Advertising Associations (AFAA). He serves on the Global Board of the New York–based International Advertising Association (IAA) as the Global VP for Continuous Professional Development. Throughout his career, Bharat has been a habitual storyteller who captivates his audiences with his wealth of experience.

In a recent interview with Bangladesh Brand Forum, Bharat Avalani spoke about the intricate interplay between digitisation and humanisation.

BBF: COULD YOU SHARE YOUR PERSPECTIVE ON THE OVERLAPPING OF DIGITISATION AND HUMANISATION?

BHARAT AVALANI: I think we have to treat both with caution. So, digitalisation connects people and brings out the best of humanity. But if we become over-dependent, it makes us lazy. My son went to a school that is apple-friendly. So, without an iPad, you’ll not be able to study. Over some time, my son became very uncomfortable socially. He became comfortable being in the digital world, but he wouldn’t know what to do if you put him in front of people. That’s why I put him into another school where social interactions were more important. So similarly, in the world of business, if we make all our decisions by looking at the computer screen and apps and forgetting the people we’re serving, then we become more thinking people and not feeling people. And I believe that as leaders, you have to feel more and think less to be rooted in humanity.

BBF: AS THE GLOBAL VP FOR CONTINUOUS PROFESSIONAL DEVELOPMENT AT IAA, HOW DO YOU FORESEE THE FUTURE DEVELOPMENT OF DIGITAL SKILLS IN THE ADVERTISING INDUSTRY?

Digitalisation should not instil fear in people. You should always keep in mind that the larger purpose is to build brands and solve a problem as long as you remain truthful to your profession. Digitalisation or digital skills will enable you to do it efficiently. Again, don’t get too obsessed with digital skills because digitalisation upgrades frequently. So, what you learn this way will change again next week. So, don’t become a slave; embrace it. More importantly, you don’t need to know everything. You need to know what you need to know to serve. You don’t need to master it.

BBF: AS A STORYTELLER, HOW DO YOU SEE BUSINESS STORYTELLING EVOLVING AS A LEADERSHIP AND COMMUNICATION SKILL IN THE DIGITAL AGE?

If you choose to be a leader, you must do three things. Engage, influence people and inspire action. When I say commit, it means you must build trust with your internal and external stakeholders and even the community you serve.

Then, you must influence people by making them do things differently and adapting a strategy. Remember, people should not do it just because you are saying it; they should do it because it is right for them, the business, and the community.

Most importantly, good leaders make people do more than they are supposed to do. So, storytelling is the most underutilised skill in the business world for a leader to be engaging, influencing, and inspiring. So, if you can learn the skills, you can unleash the power within you. You’ll become a successful leader and a better human being.

I think your business is as good as the people who work for you and the people you serve. If you can look after your people and keep them safe, then business would be safe. Having almost 30 years of corporate experience, I firmly believe that if people feel safe and secure and given the correct guidance, they’ll be inspired to do more. And when people do more, not only will business thrive, but people will also strive.