Email 2.0: The Rise of the New Super App (Part 4)

Super App – 1

What exactly is a super app?

Wikipedia: “A super-app (also written as super app or superapp) is a mobile or web application that can provide multiple services including payment and financial transaction processing, effectively becoming an all-encompassing self-contained commerce and communication online platform that embraces many aspects of personal and commercial life. Notable examples of super-apps include Alipay, Tencent’s WeChat in China, and Grab in Southeast Asia. For end users, a superapp is an application that provides a set of core features while also giving access to independently developed miniapps. For app developers, a superapp is an application integrated with the capabilities of platforms and ecosystems that allows third-parties to develop and publish miniapps.”

Gartner: “A superapp is like a Swiss army knife — with a range of component tools (miniapps) that the user can use and remove as needed. Superapps are trending because users, especially the younger generation born in the age of smartphones, demand mobile-first experiences that are powerful and easy to use… A superapp, super app or super-app is an application that provides end users (customers, partners or employees) with a set of core features plus access to independently created miniapps. The superapp is built as a platform to deliver a miniapps ecosystem that users can choose from to activate for consistent and personalized app experiences… Superapps are often created for customers to consolidate services, features and functions of multiple mobile apps into a single app — such as financial services.”

Pymnts: “Super apps often have a broad scope and can include features such as social networking, eCommerce, banking, transportation payments and more. They are designed to be convenient and efficient, providing users with a one-stop solution for many of their daily needs. Because of their broad service scope, these apps often have large user bases…As much as is being made of the super app phenomenon in markets where they’re already in high use, like China, some still struggle with the basic idea of one app to rule them all.”

Imaginary Cloud: “A superapp is a one-stop shop for all your needs, offering various services and features within a single app. Here are a few examples: social media features such as messaging, video calling, and status updates, e-commerce features such as shopping, payments, and delivery tracking, communication features such as email, voice, and video calls, utility features such as weather, news, and maps, productivity features such as note-taking, scheduling, and task management, financial services such as banking, investments, and insurance, health and wellness features such as fitness tracking, meditation, and health records.”

a16z: “The poster child for super apps has long been China’s omnibus app WeChat. Launched by Tencent in 2011, WeChat allows its users to text each other, access city services, pay for your utilities, send peer-to-peer payments, stream videos… the list is practically endless. Another popular super app is Go-Jek in Indonesia, which combines a ride-hailing app with additional services like paying utility bills, moving and shipping, pharmacy delivery, all in one spot (its app description is literally “One app for every need”). The secret to a super app’s success is its ability to use existing user traffic and distribution (in WeChat’s case, the flywheel started with messaging) to drive lead generation and traffic to its partners. The more you can do on the app — with as little friction as possible — the stronger the flywheel.”

Thinks 915

Jaspreet Bindra: “As the Generative AI tidal wave sweeps across industries and offices, I believe what it will impact the most is this aspect of corporate life. We often do not consider work as an industry in itself, though it is a several trillion dollar one, and confuse work with jobs. We are rightly worried about how AI will impact jobs, but tend to neglect how it will impact work. Investigating this, I stumbled on another post, this time on LinkedIn, which had a wonderful way to deconstruct work into three kinds. The first is where you must act, which is about your role, be it as an accountant, a programmer, marketer or a journalist. The second is where you show, by means of a format, be it a slide, chart, spreadsheet, code or a summary. And the third is when you need to create, or perform a creative task, like an essay, a recipe, code or a sales pitch…we humans will have to step up and learn how to work with AI and develop an “AI aptitude” as the WorkLab report calls it. We have been good at working with revolutionary technologies. We learnt how to use tools like fire, the personal computer and internet to make our work better and create new jobs for humans. We will have to do the same with this powerful technology and use it to lift ourselves away from the mundane and the monotonous. It will not be AI which takes our jobs, but other human beings using AI could, and we need to choose which of the two we are. We need to recalibrate.”

Emily Chamlee-Wright: “The freedom to read is a remarkable technology for social learning. As we transmit wisdom across space and through time, humanity as a whole becomes smarter. The accumulated wisdom has a compounding effect. Solutions once discovered do not need to be discovered again. Yesterday’s discoveries can be tweaked, combined with new insights, and applied to solve new problems. Because we have the freedom to read, we inherit the treasure trove of knowledge all prior generations of literate forebears accumulated. Just as importantly, the freedom to read connects us to humanity, our own and others’.  As Martha Nussbaum observes in her book Cultivating Humanity, when we read the stories of people from far-off places, times, and circumstances, we develop our moral imagination. We extend our capacity for compassion beyond what our direct experience might allow.”

WSJ: “What Mr. Kissinger sees when he looks at the world today is “disorder.” Almost all “major countries,” he says, “are asking themselves about their basic orientation. Most of them have no internal orientation, and are in the process of changing or adapting to the new circumstances”—by which he means a world riven by competition between the U.S. and China. Big countries such as India, and also a lot of “subordinate” ones, “do not have a dominant view of what they want to achieve in the world.” They wonder if they should “modify” the actions of the superpowers (a word Mr. Kissinger says he hates), or strive for “a degree of autonomy.””

Jason Furman: “The equation economists use holds that inflation is a function of three things. One is sometimes called “expectations.” You should think of that just as the internal dynamics of inflation: wages lead to prices, prices lead to wages, if you think everyone else is going to raise prices, you’re going to raise your prices, et cetera—a sort of a self-fulfilling thing. The second term is how tight the economy is, how much demand there is, often simplified by how low the unemployment rate is. And the third term is what supply shocks are like.”

Thomas Sowell: ““Entitlement” is not only the opposite of achievement, it undermines incentives to do all the hard work that leads to achievement.” [via CafeHayek]

Email 2.0: The Rise of the New Super App (Part 3)

Writings – 2

AMPifier: The Heart of Email 2.0 Hotlines: “Ems, which offer daily short messages with informative content to be consumed in 15-30 seconds. AMP, which brings in interactivity, and can potentially eliminate the clickthrough to the landing page, thus removing a step (and friction) from the conversion funnel. Atomic Rewards, which offers micro-incentives to consumers for specific actions (like feedback, ratings, zero-party data). AMPlets, which can combine AMP and Atomic Rewards to transform the email footer with brandlets and gamelets. Adlets, which can potentially make B2C emails free. The primary objective of these initiatives (which I broadly club under ‘Email 2.0’) is to improve the efficacy of the email channel and thus help solve the crux of the brand-customer relationship: a communication and interaction which both parties benefit from. Customers get personalised messages with greater relevance and with reduced friction in the interaction. Brands get better engagement with their existing customers which can bring down the need to retarget via Big Adtech and thus cut down on AdWaste which could account for half of their digital market spend.”

AMPifier: “Just as cities upgrade their infrastructure every so often to make themselves attractive to new residents, Email 2.0 is also about bringing in millennials and Gen-Z customers who have grown up on messaging apps. The interactive and incentivised inbox will herald the renewal of email. For brands seeking profits, they need look no further than the AMPifier as the energiser the world needs to reboot and refresh email. At stake is the $200 billion AdWaste – half of the digital marketing spends done by brands. Also at stake is the path to profitability for brands. This journey runs via Email 2.0 hotlines, with the AMPifier as the underlying engine powering customer interactions.”

Quizzing in Email: An Innovation in the Inbox: “As I was thinking of interesting AMP use cases, I thought of quizzes. None of us has seen a quiz in an email because emails have not been interactive. Clicking through to a landing page and then answering questions creates inertia and we just let the moment pass. Remembering to open an app daily and participate leaves quizzing to the most passionate. I asked myself: what if we combined the power of AMP in email with the attraction of quizzing? Imagine getting a few questions daily in the inbox and answering them – all in a matter of seconds.”

Email and AI: A Perfect Match: “[Email marketing] is all about the right Rs: right person, right message, right time. As I had previously mentioned, there are 8 elements in an email that we need to discuss. Four of them are where some AI is already being used (subject, segment, time, delivery); the other four are where AI can be applied in the future (header, body, footer, landing page)… AI is the future of email marketing. So far, AI has helped in campaign management with the help of machine learning. Now, the time has come for AI to be used in the creative process. By removing friction from a marketer’s life, AI is the enabler for taking email marketing to even greater heights and RoI in the years to come.”

The Coming of Inbox Commerce: “In the US, email is one of the most important channels marketers use for their communications with consumers. (SMS is now rising rapidly but has many limitations which RCS promises to fix.) Actions inside email had so far been restricted to simply clicking through to a landing page. What we were showing [at the trade shows] was extraordinary – the ability to do “all-in-email” – search, browse, add to wishlist, add to cart, pay, and a lot more – right inside the email. This was something no one had ever seen or experienced. And that is when I knew we were on to something big.”

Email Shops can Transform eCommerce [LINK]: “eCommerce has remained largely the same with the actions and transactions taking place on the brand’s properties or via intermediaries (marketplaces) on their websites and apps. This is about to change…The transformative solution in eCommerce is to think of websites and apps inside emails – where the entire journey from search and browse to purchase can be completed right inside the inbox. AMP makes this possible. These “email shops” are the next storefronts – and one which marketers can control because they can “push” these messages to their customers rather than relying on them to remember to visit their properties. Combined with Atomic Rewards to incentivise opens and other non-transactional actions, email shops have the potential to increase conversions exponentially, thus reducing the need for expensive and continuous new acquisitions to drive revenue growth. Email shops can thus become the profitability drivers for brands… Email shops can beautify every broken profit-killing customer experience to help brands in their journey towards exponential, forever, profitable growth and eventually to a “profipoly’ (profits monopoly).”

So, is Email 2.0 ready to take on the super app mantle?

Thinks 914

WSJ: “[Po-Shen Loh] says the key to survival is knowing how to solve problems—and knowing which problems to solve. He urges math nerds to focus on creativity, emotion and the stuff that distinguishes man from machine and won’t go obsolete. As artificial intelligence gets smarter, the premium on ingenuity will become greater. This is what he wants to drill into their impressionable young minds: Being human will only be more important as AI becomes more powerful.”

Ramesh Mangaleswaran & Rahul Ahluwalia: “Mobile phone exports from India went from about $5 billion in 2021-22 to around $10 billion last year. This growth was driven primarily by Apple, which accounted for half the mobile phone exports from India in 2022-23. Electronics exports overall rose to about $20 billion from $13 billion. As good as this news is, benchmarking against other countries shows how much further we can go. In 2022, Vietnam, a country about as big as Madhya Pradesh, exported $114 billion in electronics. China exported close to $900 billion. What can take our green shoots in electronics exports and turn them into a flourishing eco-system? The answer is deceptively simple but critically important and highly time sensitive: prioritize building one large export cluster around one big anchor investor… India can be a splendid alternative if we set ourselves the target of reaching $100 billion in exports from just one large electronics cluster, and line up all the ducks needed to deliver on it.”

strategy+business: “In Unbreakable: Building and Leading Resilient Teams, Bradley Kirkman and Adam Stoverink, business professors at North Carolina State and the University of Arkansas, respectively, tackle the problem of how to gird your team against the setbacks that disrupt operations—or worse. Teams have great potential advantages in the face of setbacks. The talent, energy, and resources of a group will always exceed those of an individual, and group members can support one another in a crisis. But the point of a team is to accomplish ends sufficiently challenging and complex that a whole bunch of people must work together. That means coordination, communication, and, potentially, friction. Teams also need some things that tend to be in tension with one another. They need leadership, for example, yet they need personal initiative to make decisions close to the action. Teams also need to strike just the right balance between planning and improvisation.”

Vasant Dhar: “Just like Internet platforms such as Google, Tiktok, Facebook and Netflix can serve up virtually any amount of supply required to meet demand. ChatGPT has similarly created an infinite supply of creative material on-demand at close to zero marginal cost. All you need is to prompt it appropriately. A very likely future is that AI will displace all but the most exceptional humans in many areas of our lives. However, those who survive will be have an amazing tool at their aid, and will combine their inherent talent with the wisdom they are able to extract from ChatGPT’s ever-expanding knowledge base. In effect, while previous technologies freed humans from grunt work, AI is becoming capable of all kinds of creative work.  For humans, this will require constant upskilling. That’s a tall order for a lot of people, for whom Universal Basic Income will be a godsend.”

Email 2.0: The Rise of the New Super App (Part 2)

Writings – 1

Over the past three years, I have written many essays about the future of email and how a wide range of innovations can make it the channel of choice for marketers.

AMP’s Magic: Coming Soon to Your Email Inbox: “Email’s obituary has been written for many years. It has also been said that the younger generation has moved on from email. Social was the first ‘killer’, then push notifications, then messaging apps. And yet email is very much alive and kicking. Brands continue to send emails, and consumers continue to open, read and act. Yes, some of our interactions have moved away from email to other messaging channels, but that has not reduced the importance of email in our lives. Just in the past [18 months], email companies saw multiple acquisitions amounting to over $13 billion – not bad for a ‘dying’ technology.”

AMP’s Magic: “Email 2.0 is the Tesla-like innovation, changing the customer mindset from delete to delight, driving engagement and habit creation, and powering exponential forever profitable growth. It is the only antidote to brand extinction because if customers are not listening, there is no point for a brand to keep speaking. Email 2.0 creates habits by making the sent seen and the seen actioned. It drives mental availability for the brand by becoming a utility in the lives of customers. The power and value of Email 2.0 can transform CMOs into Chief Profitability Officers of their businesses, and perhaps into future CEOs. Email 2.0, like Tesla, can truly make tomorrow’s world a better place for all of us as custodians of brands and customers of products.”

Can B2C Email Become Free?: “Email is the crucial link in the global media and ecommerce industries. Imagine a world without email, and many industries will collapse. Without the power of push messaging via email, how will they bring customers back to their properties (website or app)? Brands with apps can send push notifications, but even these are now blocked by many. Utility brands have an advantage because their apps become a habit. But for most others, either they have to spend a lot of money connecting a category with their brand name, or its push messaging. And that is what has kept email alive through the years; there simply is no better push channel in terms of RoI than email. It is the humble email that still works as the lynchpin for trillions in consumer spending decisions.”

Can B2C Email Become Free?: “Five innovations can transform email as we know it, open up a much larger TAM (total addressable market) for email service providers, and make email central to a brand’s marketing strategy. These innovations are: AMP, Atomic Rewards, Email Footer, Email Ads, and Micronbox… Taken together, these five innovations usher in an upgrade to Email. They make email cool (again). The 1-way broadcast channel becomes a 2-way hotline with interactive, dynamic and real-time content. The promise of gamification and asset appreciation will also drive greater engagement, which should lead to better brand-customer relationships. The better the retention, the less will be the need for new acquisition to plug the gap – thus reducing AdWaste and helping improve profitability at brands.”

ProfitXL: Supersize Profits with the SHUVAM Framework: “AMP, because of its underlying email base, costs a fraction of that of WhatsApp (which is controlled by Meta). While still in its infancy in terms of use cases being deployed, AMP will enable what I call “All-in-Mails”. From filling forms to lead generation, from spinning wheels for offers to using calculators for answers, from getting additional product information to acting on abandoned shopping carts, from searching to paying – AMP is the future of email. Think of it as Email 2.0 – email without the need for clickthroughs and landing pages, a world without redirects.”

ProfitXL: “Atomic Rewards is the icing on the cake. Instead of paying Badtech, brands can pay their customers. This is Loyalty 2.0, moving beyond the transaction to incentivising and gamifying the upstream (attention and data) and the downstream (ratings, reviews and referrals). This manifestation as Web3 tokens will ensure no single entity will be able to devalue the points earned. Atomic Rewards can drive a circular economy between brands and customers: more actions lead to more tokens for customers, which in turn makes brands value them even more. These rewards can then be exchanged for unique experiences or fiat currency.”

Thinks 913

Puja Mehra: “It is widely agreed that India’s economy isn’t generating the number of jobs required by millions of low-skill youngsters. Governments have been under the impression that ‘welfare’ spending can compensate for these failures. Money—even speedy, leakage-proof digital transfers—cannot substitute for quality livelihoods. Our economic model isn’t delivering for all Indians. Repairing it requires sound policy advice from economists and technocrats, which governments seem allergic to. Good bureaucrats often have reserves of bad ideas for when the political temperature heats up. Political conviction in reforms appears to be on the wane. Both the Congress and BJP seem ready to tear down the progressive economic policies of their earlier PMs. That can’t be good for the economy.”

Jonathan Martinez: “I am lucky enough to have worked for companies that ranged from corporate giants like Uber and Coinbase to smaller startups that were run out of private residences in Silicon Valley. One of the largest differentiators between these companies was their respective emphases on conversion rate optimization (CRO). The initial focus for smaller startups is typically on growth pillars, such as paid acquisition or starting up a lifecycle email program. By contrast, larger companies have dedicated teams in place for managing and implementing their CRO efforts, alongside all their other activities. Bringing paid acquisition costs down when funds are tight makes a great deal of sense. Similarly, starting email marketing campaigns to improve performance through the funnel can be equally important. However, what many startups do not realize is that CRO can help lower paid acquisition costs and push users through the funnel as much as, if not more than, the other pillars.”

Matt Levine: “There are two main ways for companies to finance themselves, debt and equity. Debt financing means that you borrow money and promise to pay it back on some set schedule with some set interest rate. Your creditors are entitled to exactly what you owe them, and if they don’t get it then they can sue you for the money, or put you into bankruptcy if you don’t have it. Equity financing means that you sell stock to investors and you never have to pay it back. Your shareholders are not entitled to anything specific; there is no particular amount of money that they have to get back or any schedule for when they get it. But they are in some loose sense part-owners of the company, they have a residual claim on its cash flows, and they vaguely hope to one day get their money back through dividends or stock buybacks or mergers. They can’t make you share the profits in any direct way, but a share of the profits is what they want. And while there is no guarantee of what they’ll get, there is also no limit to it: If they buy 1% of the stock when the company is worth $10 million, they put in $100,000; if they then sell when the company is worth $100 billion, they get back $1 billion. That’s hard to do with debt.”

Casey Rosengren: “There are five archetypal fears that I often see underlying people’s work: Unworthiness – the fear of not being good enough; Death – the fear of insignificance and disappearance; Uncertainty – the fear of not knowing who one is or where one’s life is going; Insecurity – the fear of not having enough resources; Rejection – the fear of isolation or letting people down. If you can learn to recognize and work with these fears when they arise, you’ll be able to stay connected to your dreams, even in the face of perceived threat.”

Email 2.0: The Rise of the New Super App (Part 1)

Comeback Kid

I had recently written about “Inbox Commerce” on my blog. Gaurav Paneri responded with “Email is the new Super App.” The comment set me thinking: email as a super app? While I have been very bullish about email and written extensively on Email 2.0, I had till then not considered the possibility of email being a super app. In this series, I will explore the world of super apps and how the new innovations position email to become one.

Fortune (Trey Williams) wrote recently: “[Email] was created in one form or another in the early to late 1970s…and romanticized iconically in Nora Ephron’s 1998 classic You’ve Got Mail. Email was, at one point, ostensibly the perfect platform: Anyone connected to the internet can send a message to anyone else with ease. It’s near instantaneous, and messages are easily traceable and archived. As a technology, it’s hard to beat. But technology has since given us more communication avenues than we know what to do with: We text, Slack, Gchat, Tweet, Signal, post, DM, shout, and check in across ceaseless platforms. Yet, somehow, during these 50-plus years of technological advancement, email has remained not only relevant but imperative.”

In the same article, Jon Fasoli, chief product, data, and design officer at Mailchimp, said:
“Email remains the dominant protocol for how small businesses communicate. It’s the standard, or a standard. There are very few communications that are standard across the world…[Email] has been around for so long, but there is this idea that you’ve lost control of it. It’s not about more email; it’s less. It’s private, much more personal conversations, whether that’s between marketers and customers or a public relations specialist and journalist. That’s where I think the generic power of email will be retained.”

Trey added: “I guess innovation doesn’t always equal death, but if we’re so adamant about using a 50-year-old challenged technology, we can at least agree it’s time to upgrade how we use it.”

That upgrade, according to me, is Email 2.0. By combining AMP in email with Atomic Rewards, a new, better version of email can be conjured, which can indeed become our super app. Atomic Rewards (in the form of Mu) can increase open rates while AMP can increase interactivity within the email and eliminate (or reduce) the need for clickthroughs and landing pages.

Even as the young use other apps for their 1:1 and group messaging needs and brands flirt with those apps because that is where consumer attention is, a revitalised email can bring back interest and excitement. Email’s open architecture is what has kept it going and will enable its continuing success. Email is identity – the one permanence in a world of transitions and upgrades. While there could be competing options for personal messaging, I believe that email in its 2.0 avatar will continue to be the first choice for marketers seeking deeper connections, higher engagement, and faster conversions.

Thinks 912

NYTimes: “The notion that art can improve mental well-being is something many people intuitively understand but can lose sight of — especially if we have become disconnected from the dancing, creative writing, drawing and singing we used to enjoy as children. But there’s a “really robust body of evidence” that suggests that creating art, as well as activities like attending a concert or visiting a museum, can benefit mental health, said Jill Sonke, research director of the University of Florida Center for Arts in Medicine…Start by quickly drawing yourself; don’t overthink it. The second drawing should show you with your biggest problem. The third drawing should show you after your problem has been solved.”

Abraham Thomas: “Early stage founders have to discover almost everything about their business. What is the product? Who is the customer? How do we reach them? What will they pay? How do we hire, and scale, and compete, and disrupt, and defend? It’s like putting together a jigsaw puzzle where you have to craft each piece from scratch and you don’t know what picture you’re assembling…Early stage founders need to hire, build, sell and grow, before they run out of cash. It’s a race against the clock, and most startups are ‘default dead’ — their runway will end before they reach profitability. This is like venturing on the Polar Plateau: you have to reach safety or perish; time is not your friend. (The jigsaw puzzle will explode if you don’t finish it in 6 months). What’s the best way to mitigate this deadly duo?…Speed.”

WSJ: “For two years debate has raged over what caused the highest inflation [in the US] since the 1980s: government stimulus or pandemic-related disruptions. Now two of the country’s top economists have an answer: It’s both. Pandemic-related supply shocks explain why inflation shot up in 2021. An economy overheated by fiscal stimulus and low interest rates explain why it has stayed high ever since. The conclusion: For inflation to fade, the economy has to cool off, which means a weaker labor market.”

Kevin Corcoran: “I found Following Their Leaders to be a solid and important work…A key point Holcombe makes throughout the book is that, to a huge degree, people do not adopt parties based on policy, but instead adopt policy based on parties. Democracy is treated as sacrosanct, and its justness is taken for granted. I suspect that most people don’t come to support democracy because they are persuaded that democratic governments are accountable to the people—instead, they accept uncritically the idea that democratic governments are accountable to the people because it supports their pre-existing belief in the justness of democracy. Refuting the idea that democratic governments are accountable to the people will therefore have little effect. I wish I could end on a less dour note, and I sincerely hope to be proven wrong! But regardless of the impact it will have, Holcombe has written a well-reasoned and important book that deserves to be widely read, and one I can easily recommend.”

Thinks 911

WSJ: “Big moments and decisions in our lives can make our stomachs drop. Moving somewhere new, getting married, starting a family—if we’re sizing them up realistically, maybe we should be nervous. (Newborns are exhausting; being a manager is hard.) More than half of workers in a recent poll ranked starting a new job as scarier than skydiving or holding a snake. Just trust your gut, everyone implores when you’re staring down a new opportunity. It takes effort to distinguish between normal jitters and the kind of fear that’s a real warning sign, though. And it’s more work still to convince yourself to just do it, even if you’re doing it scared. First, take a breath, advises Luana Marques, an associate professor of psychiatry at Harvard Medical School and the author of a coming book about harnessing anxiety. Calm your nerves by meditating, taking a walk or talking to a friend. Then, with clearer eyes, ask yourself: If I said yes, would taking on the discomfort of a new thing get me closer to where I want to be in my career or relationships? Often, the fear cloaking our big decisions is “an anxiety toward your dream life,” Marques says.”

McKinsey on effective meetings: “Should this even be a meeting at all? Recurring meetings are particularly susceptible to migration from the original purpose toward something more diffuse…What is this meeting for? A meeting’s title and its purpose are not the same. When the latter isn’t clear, meetings can seem frustrating at best and futile at worst…What is everyone’s role? Even if a meeting has a clear purpose, it’s of little use if there is no one present deputized to make a decision.”

Hitendra Wadhwa on leadership: “To activate the core in themselves and others, exemplary leaders tap into five core energies: purpose (commitment to a cause); wisdom (calm, receptive to truth); growth (curious, open to growing); love (connected with their team and those they serve); and self-realisation (centred in a joyful spirit). When executives take stewardship of their inner state and help their team do the same, insecurities, habits and ego fall away and breakthrough performance can arise. They can do so with small actions to activate one of the five core energies — for example, taking people on an inspired hero’s journey; dialling down or redirecting a negative emotion; acknowledging a stumble; or apologising and adjusting. The anatomy of great leadership is not about mastering predetermined behaviours, but building resonance in a team by taking people to their inner core. The right behaviour follows, as members respond to unfolding conditions. This is a big shift for executives schooled in the old ways. But mastery of the inner state allows ordinary people untutored in the formal craft of leadership to become extraordinary.”

FT: “Phra Anil Sakya, one of Thailand’s most senior Buddhist monks, teaches mindfulness to business executives and to criminals…”Being mindful is knowing what is wrong or right for humanity, so when I speak to business executives, I teach them they have to put people before profit. Mindfulness is coming back to who you are, changing yourself first before trying to change others.” The teaching of mindfulness — paying attention to the present moment — and self-awareness is a growing trend in executive education, as schools seek to help business leaders appreciate and adopt more reflective, analytical and collaborative styles of decision-making and management. After all, the rationale goes: how can you lead others if you don’t know how to lead yourself?…Phra Anil suggests his own simple mindful habit. “Just try closing your eyes, shutting yourself down and living in the present. Bring things back to yourself and ignore the impulse to check social media and look at others’ lives. Do not forget to look at your own life.”