The Drone View Advantage

Quick read: Drone shots of the Swiss Panoramic Express could remind us about the need to sometimes take the larger ‘meta view’ vs the ‘window view’. And that could perhaps be a good reminder across contexts – from our investment theses, our career choices to even getting a better handle on how we frame our life stories.

Now don’t get me wrong.I LOVED the ride!

Especially as someone who had found every single nook and cranny of Switzerland picture post card perfect. So, what’s not to like about the truly awesome Lucern – Interlaken Express route? In fact, for once I was happy that a journey would take longer than I had expected – 1hr 55mins to be precise.

Image source

Why should I be the only one that enjoys such magnificent views? (I know! How magnanimous of me, right?) So, I sent a few of such pictures to my friend, who then dutifully responded with a few of such (👍 and ❤️) emojis.

Basking in the sunny snowy views from my train seat, I then turned to the Internet to see what’s the “official word” about this beautiful train ride. The Swiss tourism website said thus

During a train ride of roughly two hours, passengers marvel at five crystal clear mountain lakes that gather the waters from various rivers and waterfalls. At the lakeshore, steep rock faces of surrounding mountains rise up protectively and provide unique photo motifs.

Shortly before starting its steep, winding ascent to BrĂĽnig Pass, the train changes to cogwheel drivetrain technology in order to conquer the gradient. With good reason, the Luzern–Interlaken Express is part of the scenic GoldenPass Line leading to Interlaken and on to Montreux. 

Source

Just as I was trying to situate this romance within my 2-dimensional window view, something caught my eye. And soon enough I discovered I was unable to peel my eyes off these spectacular images from my phone screen.

Image source: MySwitzerland

I now sent my friend the above image and texted him saying that’s the route I am actually on.

Now as if by magic, this stubbornly laconic friend of my mine started on a paragraph of expletive ridden love letter to the stunning beauty of the Swiss landscapes. And I must confess, I found these ‘drone’ shots much more appealing than those that my rectangular windows framed for me along the route.

In order for me to get a more first person / visceral perspective of such a view, I wish I had the equivalent of the “tail camera airshow view” – that one occasionally finds on aircraft – in the train.

What just happened?

I was enjoying the view. But I was sure, the “view of the view” (call it a meta view, if you will, but let me call it the “drone view”) would perhaps be a more spectacular one. And I could bet, that drone view would have trumped my window framed 2D view in story telling too!

That’s why most of the airlines ads we see (print / video / OOH) have more footage/shots like this ..

Image source: Turkish Airlines

.. than those like this.

Image source. Photo by Babaroga / Shuttersrock

The “drone view” vs the “2D window view”.

Taking the view of the view vs well, the view.

If you think about it, that’s what financial advisors never tire of telling us.

The Ayodhya Stock Exchange

No, I didn’t make up that click-baity phrase. A popular news portal had this headline: “‘Ayodhya Stock Exchange’: 10 stock ideas to play the Ram Temple theme”.

Another one said “Ayodhya Ram Mandir becomes new investing theme: 6 stocks in focus”, and another “Ram Temple inauguration: Here are 12 shares that may benefit from Ayodhya tourism boom” and the list goes on.

But if you hear the other voices, they would tell you to stick to fundamentals and take the broader view. In other words, they caution us against mixing this “2D window view” with what should have ideally been a “drone view” that frames the larger journey for us.

And come to think about it- in many other aspects in life: from our considerations that drive career pivots and choices, to relationships, to many other things big and small – wouldn’t this be sage advice?

Of reminding ourselves of the need for taking the “view of the view” vs well, the view?

[Featured Image: Source]

Is The Classic Purchase Funnel Flawed?

Quick Read: With most products in any given category tending to have total functional parity, the only way to drive trial could possibly be through a singular route – curioisty.

Often times I am curious why “curiosity” doesn’t even figure in the classic purchase funnel.

In fact I tend to believe that without inciting a threshold level of curiosity in a consumer, awareness and consideration could end up proving to be moot pursuits.

Let’s take Kaviar. (or SmörgĂĄskaviar to be specific)

Kaviar is a Scandinavian spread – a paste consisting mainly of lightly smoked cod roe that has a salty/sweet/fishy taste and a gooey pink/orange colour. Packed full of omega-3 goodness, kaviar can be eaten at anytime and practically spread on anything edible – breads, eggs, meat, cheese etc. (source)

Mills Kaviar

(Source: Mills Kaviar)

No wonder the Scandivaians swear by them, with the category that is sufficiently crowded with brands like Mills, Stabburet, Kalles, Kavli etc battling out for market share by commanding fierce loyalties.

However kaviar supposedly has one catch – it is an acquired taste and a first timer might find the taste disgusting. 

Now that’s where the Kalles Campaign proves to be a genius. (Kalles is a Swedish Kaviar brand)

The campaign holds a mirror to other nationalities’ incomprehension and their reaction at having something that tastes – let’s just say – strong and funny.

It starts with Los Angeles where obviously the Californians don’t hold back their feelings upon tasting something weird.

As it moves to Switzerland, the taste test yields more hand and eyebrow gestures than actual verbal responses.

“It tastes … ” a serious looking man in a tie says. “It tastes … ”

“Fantastic?” the Swede asks.

“No,” the Swiss man replies, with a resolute firmness.

In Budapest, the reaction is icier. A woman takes a bite, exchanges cold glances and upon being asked if she likes it, she smiles, and says “yes,” with a look that clearly says no.

The Costa Ricans laugh and gesticulate.

And the Japanese are very polite even as they appear to be gagging at the taste.

 The Kalles commercials began in 2012 and were made by the Swedish ad firm Forsman & Bodenfors.

As this NYTimes article says, if nothing else these ads are a whimsical cultural excursion into manners.

Now, can anyone get me a Kalles Kaviar please?

I want to try my own gag reflex.

I am really curious!

Now, where am I in the purchase funnel?

(Featured Image Source: My Guilty Pleasures)