Trimurti - Neeti Brand Accelerator


Can You Look for God’s own Big Bang Theory of Success?

If you are looking for sustainable and breakthrough growth – you must follow the divine principle of “Brahma-Vishnu-Mahesh” The ultimate Big Bang Theory of Success.

I know Ravi Malhotra for the last twenty-five years. Very bright, smart, and with good educational background and family pedigree. He married Radhika, who was from the same college. She was an academic superstar and complemented Ravi in every way.
Both were investment bankers with reputed foreign banks. After spending ten years in their high-profile job, they decided to quit and start their own packaged food business.

I thought that it was a strange decision looking at their background. But they were confident that it was their calling and they wanted their passion for food to turn into a major business success. I somehow lost touch with them and met them last year.
They were still in the packaged food business, but business was going nowhere.

They had almost spent their entire savings and the business was making losses. Both of them did not know what had gone wrong. The confident swagger, the self-belief, the sense of humor, the boundless energy – all gone. The relationship between husband and wife did not seem right.

Failure can do horrible things to you.

Research says that only 13 % of people succeed in life.

And what happens to remain 87 %?

  • Are they supposed to lead unhappy and miserable life?
  • How do you define success?
  • Is it related to your earning potential?
  • Or achieving fame and recognition a benchmark?
  • Are you successful if you are surrounded by loving family and friends? Or you love what you do?

Millions of theories have been written on success. But still, the real formula eludes us. Since, this subject is never going to be out of fashion, here is a new theory on success.

The “Trimurti” is a concept in Hinduism “in which the cosmic functions of creation, maintenance, and destruction are personified by the forms of Brahma the Creator, Vishnu the Preserver, and Shiva the Destroyer or Transformer.”

These three Gods have been called “the Hindu triad” or the “Great Trinity“, often addressed as “Brahma-Vishnu-Maheshwara”. This “Trimurti” is a valuable management principle for growth companies.

Vishnu- Preserve The Core

Vishnu is the God of preservation. He is the caretaker of the whole universe. The principle of preservation must be applied to all companies on the growth path.
Without this strategic direction of preserving the core – long-term success cannot be achieved.

The key elements of this theory are:

  • Manage the present situation, retain competitive advantage.

This theory is applicable in war and business. Do not compromise on tactical advantage, even though you see a long-term benefit. Any competitive advantage is two birds in hand. Your current situation is the platform on which your future strategy will rest.

  • Take care of your key products, people, and customers.

Guard your key products, your key employees, and your key customers at any cost. This will ensure that you can launch a quick and strategic offensive on your adversary. You will not worry that your core strength can be diluted.

  • A small minority will give disproportionate results – so take care of them

This is akin to Pareto’s 80/20 rule. This rule says that 20% of your customers will give you 80% sales. 20 % of your employees will be responsible for 80% of the results. 20% of your products will give you 80% of the profits. So take care of your 20% customers, employees as if they are your sons-in-law.

  • Continuously work at costs reduction and increase of margins.

Vishnu says that to progress, it is essential to ensure that current operations are run efficiently. Every efficient operation will result in the creation of additional resources for rapid progress.

Shiva – The Destroyer

Shiva is the God of destruction. Destruction of non-relevant ideas. Destruction of emotional attachments, which can slow your growth process and destruction of non-functional relationships, which have no future. This is the most painful part of his growth strategy

  • Selectively abandon the past

My friend is a successful businessman. When he started 20 years back, he got his uncle to take care of his transportation needs. His Uncle did not change with time and nor did he take to new technology. When the business grew, he was unable to cope without computers. My friend had to take a decision to discontinue his Uncle’s services, as business was suffering. He confided that it was the most painful decision for him.

This happens when you need to discontinue your first product, Or fire your first employee, or sack your non-productive brother-in-law. When you have to ask people to leave because they do not fit into the new business environment, even if they were very loyal. Because it is not profitable anymore. And you are terribly emotional about it.

When people, policies, equipment become irrelevant to future growth. When an organization has to discontinue old practices.

  • Be prepared to suffer the pain

You are aware that things are no longer the same. Your business environment has changed. Your customer expectations have changed. You are forced to discard employees, products our methods.

These are hard decisions. But you need to take them. It will cause you pain, hardship, and sleepless nights. But you have to suffer this pain to evolve into a new identity.

Brahma – The Creator

If you follow the principles of Vishnu (preserve the core) and Shiva (selectively abandon the past) – you have qualified yourself to participate in the race.

Winning the race is a different ball game. To win the race and achieve a leadership position, you need the strategy of Brahma.

  • It requires a change in mindset.

The most critical element is the change in your thought process. You have to believe that you can win. You must believe that you can make a difference and you must believe that new creation can open new doors for you.

  • It demands innovation to attain a leadership position.

To attain a leadership position in your category, a culture of continuous innovation has to be inculcated. Innovation can be in product development, recruitment, marketing communication, sales & distribution, and everything under the sun. Innovation must solve some burning issues of society. It is a marathon race to be broken into mini races.

The moral of the story is that growth is not incidental-it has to be managed.
For sustained and breakthrough growth, you need to preserve your assets; become ruthless to abandon the past, and innovate to make a difference.

This is the crux of God’s own Bing Bang Theory of Success.

#Branding #BrandStrategy #reversemarketing #MarketingConsultancy #ProductLaunchSuccess #MarketingTips 

Hemant Mishrra

About the author: Hemant is the Founder & CEO of branding and marketing firm ”Neeti Brand Accelerator” in Mumbai. He is a brand strategist and has worked with more than 150 brands during last two decades. He is also mentor and coach to SMEs and startups. You can visit the website You can contact him at

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