An entrepreneur, innovator, tech leader and storyteller, Atul Jalan’s insights on analytics and consumer tech are sought by publications and forums worldwide. His single objective is to keep the spirit of invention and innovation alive.
With a remarkable track record of four successful ventures, Atul has successfully built an analytics portfolio trusted by numerous Fortune 500 companies. Beyond his professional achievements, he is a polymath with interests ranging from poetry to quantum physics. His current fascination with three-dimensional printing showcases his continuous drive to explore and innovate.
In our conversation with Atul Jalan, he shared his unique insights on the future of technology, storytelling, and the critical role of innovation in the digital age.
Q – What is your take on the development of storytelling and its significance in human communication?
A – Human communication requires storytelling. It’s only us that have language, a thing that isn’t just for passing information but also for abstract thought formation. Narrating things, we never had and imagining them through words is therefore important in our existence as storytellers. Thus, successful leaders and entrepreneurs are often skilled narrators who can break down intricate ideas into simple stories.
Q – How can one make their audience listen and retain their attention in a world where everyone is shouting to be heard?
A – Data is the biggest change today. It knows us more than we do, it has become our shadow self. Utilizing data as well as AI to deliver hyper-personalized messages at scale becomes crucial here. This approach helps communicators feel with their audience, situate themselves within their context, and personalize the message which helps one stand out among millions of others in a cluttered digital environment.
Q – Creating emotional bonds is important in storytelling. How can marketers create this?
A – Instead of facts, people love hearing stories. Among the vast amount of content available today, with so much content available, stories told in a crisp, individualized manner stand out. Not only do they grab attention but also stick in the minds of the listeners. In my book “Where Will Man Take Us,” I write as if I am talking to someone familiar to me; this makes difficult ideas accessible as well as engaging. This way of putting things makes it relatable and unforgettable when narrating them.
Q – How can we keep the personal touch amid a growing digital world?
A – The pandemic has accelerated digital trends, but this also presents a tremendous opportunity. Everything around us is being re-imagined. As an entrepreneur, this is the best time to innovate because capital and role models are more accessible than ever. My advice is to be clear about your source of motivation. For me, it’s the joy of creating and a sense of independence. Perseverance is also crucial. Entrepreneurship is a marathon, not a sprint, and clarity of purpose helps sustain perseverance.
Q – What advice could you give to marketers using advanced technologies to better understand their customers?
A – Information provides direct knowledge about the profile of your target audience. A significant part of AI investment nowadays goes into marketing. Personalization is essential for differentiation, which helps create a long-lasting emotional relationship between the brand and its audience. Therefore, marketers must use data in creating messages that resonate deeply with individual preferences.
Q – Thought leaders are now focusing on putting their voices out there on various media. How do you approach this?
A- I tailor my content to each platform. For example, on Instagram, I share personal interests like travel and movies, whereas on LinkedIn, I focus on professional insights. This approach is by design. My motivation is to share what fascinates me and brings me joy, hoping it brings joy to others. We live in a world of constant discovery and innovation, and sharing these insights helps connect with like-minded individuals.
Q – Can you throw some light on the importance of conversation in marketing?
A – Marketing is about building conversations, not just selling products. Mere selling products is now an old tradition, which doesn’t work with aware customers. Today, people buy passion and stories, not just features and benefits. Successful brands like Apple tell compelling stories that resonate with their audience. They have mastered the art and science of storytelling. As a marketer, you need to believe in your story first, and then it will resonate with others.
Q – What final advice would you give to aspiring entrepreneurs?
A – Be clear about your source of motivation as it provides purpose and identity. Figure out your “ikigai,” your reason for being. While passion is essential, perseverance is equally important. Entrepreneurship is a long journey, and clarity of purpose helps sustain you through challenges. Lastly, embrace the changing landscape as an opportunity to innovate and create something new.