Interview

1. What is Legacy Matrix?

#Legacy Matrix is a PR intellectual property developed with 12 years of qualitative research for crafting a legacy of brands. The brands can be a human, a product, a service or an organization. It is a strategic framework based on theories and concepts for legacy building presented in a triangular figure. The decision makers will have to align the messaging and action on this framework and use their creativity to integrate the elements. Theory of Reference building is the base and soul of Legacy Matrix.It is the world’s only PR IP for legacy building of brands proudly Made In India.

2. Why a book on this topic?

Honestly, I didn’t want to make a book on this as I wanted to keep this as a Trade Secret IP. Due to some experiences in 2023, I thought of changing my approach and making this a public domain knowledge and also create evidence. Organizations generally didn’t want to sign NDA and Term Agreement to review and evaluate the core of the IP. I eliminated that process as a part of business tactic through this book.Also, unique research with a unique framework deserves a book. I thought of being aatmanirbhar and self-published the book. This book is my business asset as it includes a business plan too.

Through this book I am empowering people who wish to create a legacy of this generation as well as for generations to come. I am transforming the mindset from brand building to legacy building.

3. What was your research process? How long did it take for you to develop this intellectual property?

Technically it took me a span of 12 years to research and develop it. I curiously started working on it since 2011 inspired by Shah Rukh Khan. As a secondary data, I read books, media articles, blogs, journals, watched interviews and Press Conferences on YouTube, watched documentaries and movies.Primary data was social observations, focus groups of certain fan clubs, interactions with varying people in general life, attending media events, business events, red carpet events, press conferences and trade fairs at a ground level.In 2022, I focused all my energies in drafting the outline, content, strategy, framework and concept at large.

4. What was your thought process while making this IP? What kept you going for 12 years?

In 2011, I was influenced and inspired by Shah Rukh Khan and I was curious that why do only some brands enjoy stardom and influence which others aspire to achieve. With this curiosity I started researching. At that point in time, I was not aware of Public Relations at all.Prior to this, subconsciously I was influenced by Swami Vivekananda, Aryabhata, Michael Jackson, Troy movie starring Brad Pitt, Shri Balasaheb Thackeray and Sachin Tendulkar.

I remember reading a quote of Swami Vivekananda on the last page of notebook in my 8th grade when I was a teenager. “Get up, and set your shoulder to the wheel – How long is this life for? As you have come into this world, leave some mark behind. Otherwise, where is the difference between you and the trees and stones? They too come into existence, decay and die.” This quote influenced me and made me think what should I do something remarkable in my life. My thought process was to decode the core that can help any brand create a legacy. Curiosity was the only thing that kept me going for 12+ years. Legacy Matrix is my dent in the universe.

5. Name some books that you read as a part of the research.

Walt Disney once profoundly quoted, “There is more treasure in the books than in all the pirates’ loot on treasure Island.”

I read a literature set of Swami Vivekanada of his speeches and letters. I read Wings of Fire of Dr. APJ Abdul Kalam in Hindi in 2010. Chetan Bhagat novels, Rashmi Bansal books, Paulo Coelho’s novels and Anupama Chopra books were an integral part of research process and gratification.

Biographies and autobiographies of Dev Anand, Dilip Kumar, Shah Rukh Khan, Amitabh Bachchan, Shatrugan Sinha, Hitler, Guru Dutt, Rajesh Khanna, Naseeruddin Shah, Larry Page, Steve Jobs, Michael Jackson, Emraan Hashmi, Mahatma Gandhi among others were some of the books I read and referred. Khalil Gibran books also shaped my worldview. I read some portions of the holy Shrimad Bhagvad Geeta in English at varying points in time.We can’t read all the books in a single lifetime. As a part of social interactions with varying people, I depended on them for their knowledge and understanding of the books that they have read.

6. How will your book help Public Relations professionals globally? Apart from the pr agencies, how will it help the brands?

PR Agencies being in the business of brand communication will easily understand and grasp the gist, thought process and framework that will help them plan for crafting legacies for their concerned clientele.If you focus on legacy building, brand building will be a by-product of the process. Legacy Matrix enhances the PR role of presence building to power building.

There are many Entrepreneurs, Artists, Social Workers and other professionals who want to create a legacy for themselves, but they don’t have a blueprint or a plan or a direction and knowledge. Legacy Matrix fills that gap. Humans across cultures, socio economic groups have an inner desire to be remembered for their work, their deeds, their personality as we are mortal beings and we all wish to create something that lasts longer as suggested by multiple psychological studies. Legacy Matrix gives a generic tactical blueprint and universal concepts for legacy building of brands which can be customized for each brand.Legacy Matrix smoothens the process of decision making for decision makers who want to craft a legacy for their brands.

7. How many people would you like to thank for this? And what was their contribution?

I have mentioned and thanked some people in the acknowledgements section of my book. Gratitude helps in seeing what is there instead of what is not.I would like to thank Shah Rukh Khan who was a huge catalyst and a part of my research. He helped me being curious and kept me going. He was the biggest source of inspiration for me.

I would also thank actor and entrepreneur Vivek Oberoi as he suggested me to work on Proof Of Concept in March 2023.I would also thank Superstar Vijay Sethupathi, who was very welcoming and gracious to click a photograph with my book draft to help me in organic publicity.

Few colleagues from the PR industry who supported me morally and selflessly were Ranita Samanta, Smriti Mehndiratta, Himanshi Thakur, Vaibhav Chandra, Yashna Advani, Kalyani Nippani, Shiksha Chauhan, Ankita Sule, Vishakha Goswami and Hena Kausar.

Finding such sweet people in this industry is really a huge thing. Things didn’t work as planned but they were gems.Also, my friends Ashish Ukey, Piyush Ranjan and Amit Gupta.