Video Essay

Brands have remained neutral to society’s ill and the overreach of organizations, government, and powerful influencers. With social media putting pressure on leaders to follow the pulse of society, businesses have also embraced positions that would categorize them as a pro or against a position.

From a business perspective, this is a risk as any misconception about their position could have an immediate impact on their cash flow as customers demonstrate preferences with their pocket first before verbalizing their opinions in popular media.

Berkeley Haas MBA Video Essay Question: The Berkeley MBA program develops leaders who embody our four Defining Leadership Principles. Briefly introduce yourself to the admissions committee, explain which Defining Leadership Principle resonates most with you, and tell us how you have exemplified the principle in your personal or professional life. 

Fast-moving consumer goods manufacturers like Unilever and P&G struggled to find a market in developing economies with traditional American and European-themed promotional strategies. Poking the aspirational class with the hope of a better future or the sparkling smile of the celebrity didn’t help the market share. On the verge of giving up the drive to enter rural markets that represent the lion’s share in developing economies, the executives called on ‘MBA’ consultants, many from reputed universities, for solutions. 

Haas MBA students selected for the IBD (International Business Development) consulting engagement, apart from sharing the tourist getaways, share a poignant observation - while discussing the client and their customers from thousands of miles away, they lacked the perspective on the ground realities. The statistics were too impersonal. When they reached on-site, the real challenges for enterprises to overcome infrastructural limitations and price sensitivity became apparent.

Traditional Leadership, where the goal is to establish authority and, through posturing, enforce compliance, works in a large organization with systems, structure, and a clearly defined chain of commands. Although the style works in an environment where the margin for error is high, and the company can absorb losses in the short-term, in a start-up, openness and aligning the team’s incentives with the company’s milestones are crucial for gaining traction. This could be in the form of a vesting period and other bonus structures. The hours are different, and so is the commitment.