Ethan McCarty

Digital strategy | Social business | People-centric biznology

Ugly Indian? Actually, quite beautful.

Ethan McCarty of IBM with some of the IBMers who cleaned up Bangalore with the "Ugly Indian" projectSo as I mentioned a couple weeks ago, I planned to visit India and, well, here I am in Bangalore.  Today I spoke at AdTech about the emergent conflict between individual and organizational values that is brought into an acute state due to nearly-ubiquitous participation in social media.  I’ll share my slides and notes etc from the conference later (basically, I think the companies that crack the challenge of aligning their organizational values with the values of their employees will have a competitive advantage….and that we digital marketers have a special responsibility since we are literally creating the digital, social human experience.)

But in the meantime I just wanted to post one more time about the “Ugly Indian” video — primarily because I think it is a fantastic demonstration of good people doing good things, but secondarily because it underscores my point that a company can gain a competitive brand advantage when by aligning its values to those of the people working for it.  At the end of the day, this is a video made for very little cost that has earned more than 176,000 views in a mere three weeks…not to mention nearly two hundred comments (almost universally positive.)

Third, and certainly not least, I had the privilege of meeting some of my IBM colleagues who participated and organized the cleanup.  They are heroes to me.

One response to “Ugly Indian? Actually, quite beautful.

  1. David Cornick October 18, 2012 at 8:14 am

    Great video – shows what can be done when we all pull together – am sure the team got a great buzz from it as well in working together and reaching an outcome in just 2 hours that is so visible to all – well done

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