# Why America Builds Better Brands Than India (Watch this video on your TV)

## Метаданные

- **Канал:** Varun Mayya
- **YouTube:** https://www.youtube.com/watch?v=Z-mKF5CqncY
- **Дата:** 11.07.2024
- **Длительность:** 16:02
- **Просмотры:** 331,675
- **Источник:** https://ekstraktznaniy.ru/video/12225

## Описание

This video is your ultimate guide to learning from America's successes and pitfalls in the business world. We'll take you inside US grocery stores to reveal the secrets of product innovation and branding that have made American products world-famous. But it's not all rosy - we'll also discuss the country's service industry struggles and what India can learn from them. From the power of packaging to the importance of space in urban planning, we'll cover it all. Plus, we'll explore the cultural factors driving success and how India can craft its own inspirational narrative to fuel growth and innovation.

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00:00 - Introduction
02:00 - America is good at products but poor at services
04:03 - America understands product packaging
05:10 - Optionality in American grocery stores
06:43 - Dignity of labor in America
07:47 - America values space
10:43 - Soft culture celebration in America

## Транскрипт

### Introduction []

the Indian grocery store has been evolving but have you ever wondered where the ideas for new grocery store products come from well it mostly comes from America the American grocery store is a sight to behold these stores remind me of YouTube with all of these colorful products buying for your attention just like YouTube thumbnails but do you know where America gets its inspiration for products from well all over the world an example of an American entrepreneur inspired by a brand from outside the US is Howard schz of Starbucks in the early 1980s Howard schz was working for Starbucks which at that time was a small Seattle based company that sold high quality coffee beans and Equipment but not brw coffee in 1983 Charles traveled to Italy let's go and see what he saw in Italy so while they make the coffee let me tell you the story of Schulz in 1983 he traveled to Italy and was captivated by the vibrant Coffee Culture he encountered there particularly in the espresso bars of Milan like this one these espresso bars served as social hubs where people gathered to enjoy coffee and conversation he got inspired and brought that back to America from Pizza to Coffee America has integrated the world's products and brought them in one place I was in America for a while across New York LA and San Francisco and I took notes so today with cameras YouTube and obstructing an entire Street I can tell you what works for America so if you're an entrepreneur that wants to bring products to India there are very important business and branding lessons from that country in this video that you can learn from ladies and gentlemen welcome and let's get started

### America is good at products but poor at services [2:00]

the first lesson is that America is a very good product Nation but a terrible Services Nation so I wanted a consultation with the neurologist there which cost me close to 60,000 Rupees yes I even kept the bill but I had to reach out to this doctor on social media because calling and booking an appointment in America with a doctor is nearly impossible every single place that I called only worked from 9:00 a. m. to 4:00 p. m. and barely picked up their phone seriously and 2 hours of lunch between 12:00 to 2: they simply didn't pick up calls during the time the only hospital that connected gave me an appointment for 3 months later it felt like a bloody government office is the same with restaurants or any other American Services people there seem to dislike their jobs and they're generally frustrated and rude I don't blame them this is not a character judgment this is just an observation I made even the hotels the good ones the service is not like Indian Hospitality a good Indian hotel where I stayed over would give you room slippers but I didn't see any of that in any of the hotels I stayed in there and I stayed in multiple hotels in America now I don't care about slippers it's just a point but it's about contrast phone call customer service there for anything not just the hospitals is nearly impossible and unlike India they haven't really moved on to app culture for everything except for maybe food deliveries and caps even the staff at the local airports were just uninterested and one of them even shouted me for asking for help with which gate to go to at a petrol pump you're supposed to help yourself the made and cook culture we see with some families in India doesn't exist in America now I'm not saying this is a good thing or a bad thing I'm just telling you what the country is like but the flip side is that American products are unparalleled I think because entrepreneurs there figured out that Services were anyway unreliable they just got really good at building products and even doing research nowhere in the world have products been optimized for performance taste or looks like in America even the damn Rice Krispie that you eat will be optimized for taste that you cannot put it down that brings me to my second point that

### America understands product packaging [4:03]

America really understands product packaging the unhealthy products are made to look healthy the healthy products are packaged like candy now we've all seen this before on YouTube thumbnails and it's something I tell all the creators inside our company right that content should be like protein it should be information dense packed with insights and useful to whoever is watching but the packaging the outside the wrapper the title and the thumbnail boss that has to be something straight out of wily Wonka's chocolate factory A protein that is disguised like a carbohydrate does very well but India on the other hand sucks at this look at this product I just picked up from the store while there is some group of people that will buy this you are not optimizing for purchases with this kind of packaging talk to a YouTuber and as expected the products at grocery stores in America that are doing the best are by YouTubers every 7-Eleven I went to has Mr Beast feast at the front and center and Logan Paul's Prime in every fridge the same title thumbnail game played by these YouTubers on this platform has been brought to the real

### Optionality in American grocery stores [5:10]

world the next American lesson is on optionality I think there's definitely some correlation with optionality in a grocery store and the GDP of the country America has an insane number of options for everything you want almonds well there's blueberry flavored almonds you want Coca-Cola well there's cherry flavored vanilla flavored raspberry spiced cook the list of drinks and food items is endless and they exist in many form factors you can get lactose-free protein shakes in a bottle with 40 g of protein for really cheap now we have to do some thinking to ask ourselves why this doesn't exist in India the question to ask isn't why manufacturers aren't bringing these options but to ask who the eats blueberry flavored almonds every new product line that you start costs money from the package ing to the actually putting blueberries in the almonds you won't do it unless there's an audience or a customer base for it and this works in America because there's an audience for everything they've imported ideas from all over the world and there's an audience for that there are some people who love cherry flavored Coke some who love one of the several flavors of prime there's an audience for everything and that's a function of the disposable income and how cheap it is to build incremental products there if you have an idea for a new product as an entrepreneur you can try it cheaply customers make some extra spendable money and a portion of people's budgets go into trying new things so I assume that as India's disposable income goes up we will see new products enter our grocery stores

### Dignity of labor in America [6:43]

too the next lesson is that America has Dignity of Labor there isn't some crazy status difference between a barber and a software engineer I mean look there is some but it's not as pronounced as in India where if you are a barber or a petrol pump assistant you'll be treated like a second class citizen American culture places a strong emphasis on individualism and self-reliance work is often seen as a way to Achieve Personal Independence and success and all types of work are viewed as valuable contributions to society there's also strong unions for labor whereas India grew up with the car system and even though that's on its way out we applied a similar system to jobs and because America really used to encourage entrepreneurs in the past which is starting to change now if someone can take the perceived lowliest of jobs and build a business around it they become cool like a tailor who makes his own premium tailoring Boutique or a barber who makes a Premium Barber Shop entrepreneurship is the method in America to convert any job into a high status one for everyone there next

### America values space [7:47]

America really values space I was in California and really trying to think through why California looks better than India the answer of course was that California has 800 M of coastline and mountains but also because their infra is better and the main thing about that infra is the space between things and there's a very interesting problem here that has no solution but I still want to try and describe the gap between one end of the road and another is really wide and the buildings are better designed that's the main infrastructural change I can think of that will make India like 70 to 80% of California at least when it comes to Road and building infra now the buildings being better designed is going to change in India if you take Bangalore and you see new construction in the city the designs of the buildings aren't really that bad anymore even commercial constructions are decent now we've picked up some aesthetic sense the buildings aren't really tall because we actually have a regulation called the floor area ratio but I still have the biggest problem with weight but in India I think for now that's unsolvable a lot of people think this is because of political corruption and yes maybe that's true in some instances but that's not all it is it's because this is a complicated problem because roads in India are already encroached with buildings to widen the roads you have to remove the first layer of houses and buildings closest to the roads most people who live there are obviously going to have a problem with this even though relocating people is one of the only solutions to fixing these localities on the side of the people living in those houses if I was one of the people living in one of those houses I'd be really upset there's an emotional appeal of hey you're displacing my house and I get it imagine the inconvenience they have to go through and there's usually a fight around it most people will put a case it takes years so nothing really happens on the other end if you as a city don't displace some people you cannot widen roads one extreme of this is Saudi they're building their new city the line in neom and they handle this in the poorest way possible former Saudi Arabian intelligence officer alenazi revealed to the BBC that he was instructed to kill any indigenous people who refuse to vacate their home for the construction of the neom project we obviously can't do that that's inhuman but that's the problem you look at something like the pyramids or Taj Mahal you and I don't see the mass human torture that went into building it but that's the thing about life all of these beautiful Grand things usually come with problems it's much easier for us to blame politicians or some random people instead of recognizing that this is a very nuanced problem now because we can't widen existing roads easily people are being careful with constructing in new places with new land where we're building carefully and well planned like some parts of North Bangalore close to the airport are being built in a much better fashion because you have a shot at doing things better if it's a clean slate the problem with India is finding a clean slate is hard the next thing about

### Soft culture celebration in America [10:43]

America is soft culture and how it's celebrated you know that entire Vibe shift in India where we had started to say things like Bollywood sucks and it's got nepotism and it should be banned and all that yeah America is different this is a picture of a random store and what I noticed is that there was a trivia night around Parks and Recreation which is a TV show these types of things are all over Brooklyn they're also there in Japan but more related to anime this is a group session a quiz some Community activity around something fictional somebody made the show and now there's fan clubs about it and it's celebrated and I actually did a u-turn around things like Bollywood recently right and I'll tell you the value of a Bollywood or a trivia night around Parks and Recreation the media these days has made it seem like the world sucks and sometimes it's exaggerated but they're not entirely wrong anything can actually go wrong and in many people's life it does you could lose your parents you could get cancer job you could get into an accident and get paralyzed your uncle might have stolen your dad's property all sorts of happens especially as you get older without entertainment to escape some of us fall into depression in Psychiatry there's a concept called rumination is the process of continuously thinking about the same thoughts which tend to be sad or dark it's a repetitive often negative focus on distressing situations and their possible causes and consequences rather than Solutions and the more you think about these thoughts the worse you get you can't think your way through these thoughts you need to switch frame you need to do something else and today with social media many of us are lonely so a trivia club like this where for some time you anchor on something else entertaining just temporarily with other people in the club CL is good for you a lot of young kids in their early 20s think that all forms of escapism is bad now agreed there's some forms of escapism that's bad like drugs but Bollywood is India's national escapism it's his pastime and it's not a drug nobody gets addicted to Bollywood and watches 10 movies a day now for business-minded folks and understanding that people make fan clubs trivia nights and more around intellectual property some idea some story you've cooked up in your head is important to understand to collect in enough people together the thing needs a story and India sucks when it comes to telling stories because we're not told how to do that in college except for maybe movies and mythology we are lacking in stories but as an entrepreneur if you can marry media and Community there is a market for it America takes its media and intellectual properties very seriously but the

### The American Dream as a branding exercise [13:22]

greatest branding exercise is none of this of America combines all of the above points the amazing products the respect for entrepreneurship and the Dignity of Labor the optionality for people to express their individuality the beauty of infrastructure and the production of mass media and taking their intellectual property seriously that great branding exercise is called The American Dream is the national ethos of the United States with ideals of democracy rights Liberty opportunity and equality it's rooted in the belief that anyone regard regardless of where they were born or what class they were born into can achieve their own version of success in a society where upward Mobility is possible for everyone it was spread through the entire world through the power of media and IP but parts of it are not true people say that New York is the city that never sleeps but New York does sleep by 12 I was there people say anyone Can Make It in America but they don't tell you that lots of people don't make it I have at least 20 videos of homeless people and crazy beh Behavior it's been normalized there we met a guy who keeps all the fridges in his store locked because homeless people keep stealing stuff the truth is that the media version of America is a lot more exaggerated than it really is it's impressive no doubt about that but much more impressive on screen but you know what that's okay to be honest it's what Built America to what it is it brought the smartest and most hardworking immigrants from all over the world including India to come there the greatest hiring campaign in the world driven entirely by media using this immigrant Talent fueled by the American dream to build the best products and featuring them in the media to bring even more Talent it's why I'm so bullish on India and no matter our flaws I will stay and say India is awesome not because our services economy is genuinely better but because we have to do some of this storytelling too like the Americans did 50 years ago America's now become different there's an attack on capitalism and that's an opening for us to take while that decline for America might take decades someone else needs to create an optimistic story of a country any country and I think on the back of apps startups media and Technology India is a strong Contender there's a saying that Disney is the Storyteller of the American Empire and India lacks a Disney that's why I started AOS that's why I chose video technology as a field now we need to conjure up the Indian dream and we need to do it now that is the final branding exercise