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14.11.2022

As the new year approaches, I remember John Lewis's Christmas commercial and I think I'll dedicate an article to advertising with the emotions I've received.


Christmas and New Year, sometimes with snowflakes, sometimes without snow. Red cheeks from the cold and a feeling of pleasure from home warmth. Lighted streets, business people, quick steps and unexpected joy from colorful Coca-Cola cars.

A period when, if not everyone, then almost everyone, tries to celebrate Christmas and New Year in their ideal or close to ideal environment. To gain symbolic charm for the December holiday, people dress up as a fictional Santa and express their care and love to someone important to them. The impatience to give gifts is growing day by day, because this is a well-deserved adrenaline rush from long reflections, getting to know the wishes of the addressee and giving him pleasure. Why not? If a brand like John Levis can help us convey emotion. The Art of Attraction ad is a story about Christmas seen through the eyes of a little boy and an emotion that is hard not to translate into action.


Finding characteristics that are valuable to most people and then combining them into one small creative piece of content can make an ad attractive and special to the public. Since the starting point is a specific product, advertisers sometimes prefer to attract potential customers with humor, and sometimes the balance of aesthetic elements is crucial. They say that simplicity is perfect, but it's not easy to convince hundreds of thousands of unique people through advertising that using this particular product will satisfy at least one of a long list of needs.


Seligman and Peterson agree that curiosity is a valuable need, otherwise they would not have proposed curiosity as a subcategory of wisdom in the developed character strengths model (Peterson & Seligman, 2004). Naturally, the creator of the product and the consumer have a strong desire to understand, or to know - how does eating chocolate make a lady in a cafeteria feel? Maybe the girl prefers to walk with Frank Sinatra in cool weather in the evening in new shoes? What is the familiar environment for a person who wants to try a new whiskey? By responding to the interests of similar topics, advertising becomes a concept filled with value, and research becomes a key tool to help the product developer develop a new vision based on valid and reliable data.


We can say that a study conducted on hundreds of people is a kind of insurance that the product is successfully adopted in society. This is indicated by the fact that in addition to consumer research, the researcher receives information about what may be predisposing behavior before consuming the product, what hidden messages are best used in the process of communication with the target segment, and other valuable information. Details that become so important for understanding how people communicate through advertising. Analyzing consumer behavior gives companies the ability to understand what their audiences think and feel, and at the same time find an explanation for what drives existing attitudes. The valuable components that consumer research considers are:


Market Analysis - What is the existing market doing? What is the trend?


Product content. What are the key features that differentiate the product from other similar products?


The product in the eyes of the buyer - what value does the product create for the buyer? What is the motivating factor for the consumption of the product for the target segment?


Based on the information obtained as a result of the study, companies are given the opportunity to improve communication with buyers, which is directly related to a change in buyer behavior and, accordingly, to an increase in sales.


Research companies use a variety of traditional and modern methods to uncover consumer sentiment, but the ad creation process doesn't end there. The second, no less important step is to test it on a small group of the target segment before it becomes available to the general public. At this stage, the main work is completed (the concept and communicative messages are determined), however, based on the results of the study, it is possible to make small changes to the advertisement regarding sound, music, colors and other less important details.


Advertising testing is mainly carried out on focus groups. The moderator presents the advertisement to the target group, which is estimated by the respondents - conditionally, what is the initial impression of the advertisement, how effective is the visual side, musical arrangement and voice acting, how well the main message is perceived, what is attractive to them, what needs to be improved, and so on. Based on the information received, the analyst analyzes the results and issues appropriate recommendations based on valuable “insights”. In general, the feedback received from the user is also an indicator of the eventual success or failure of an advertisement. Defining the role of advertising testing, we see the main advantages:


1. Saving resources - advertising that has passed the testing stage gives some idea of the expected reaction of the public. This reduces the likelihood of creating ineffective advertising and saves time and financial resources spent on it.


2. Increasing efficiency - preliminary research of advertising is a means of correcting its shortcomings, which, in turn, increases the chance of conveying the message desired by advertising to the consumer.


In the ACT archive, you can find studies of commercials from many successful local and international companies, the purpose of which was to test them in several ways before launching on television. The results obtained allowed companies to take into account the opinion of potential customers and bring their advertisements as close as possible to the ideal.


One of the latest successful studies in the list of projects involved testing an advertisement for a new Liberty Bank credit card. As part of this project, Liberty Bank investigated what potential customers think about the video as a whole, its music, communication messages, etc. Based on the results of the study, the bank made a specific decision to voice the commercial.


“The study was very useful and interesting for us. The proposed research design and methodology helped us make the right decisions related to the planned campaign,” Nino Beridze, Head of Customer Experience at Liberty Bank.


The process of creating compelling ads links research data to a storytelling that sometimes activates the same areas of the brain enough to convince people to use the product. By understanding consumer behavior and visualizing their views in advertising, an emotional connection is established between the audience and the product, which becomes a crucial link for a committed relationship.


“Today is December 31st. A day of feeling special gratitude for the old year. It is a strange feeling to cope with the sadness and euphoria of waiting for the new year at the same time. I'm glad. 365 days ago, I had no idea what an interesting person I could be. I was able to believe in my own abilities.”

1. When a diary is more than just a word written on paper, 2022.



Watch the Christmas Ad

12.10.2022

Many years ago I started my career in one of the Georgian family businesses. The first emotional shock for me was that, despite the scale of the company, it did not have an executive director, and the founder fully combined the management function. When I say "management function" I don't just mean setting strategic priorities, but deciding which blinds to buy for a particular departmental space (Like, literally).


As a result of micromanaging, protracted decisions accumulated endlessly in the form of delays and tensions. Accumulated to do list on the desktops of employees, accumulated on our tables and in the rooms.


Then I discovered that the premise of micromanaging was not the desire to control all decisions as such, but the fear of failing a the "business raised like a child", which ultimately cost employees time, energy and nerves in daily work, and in the long run - the company's efficiency.


Then for the first time I had a question:

Where is the tipping point for the family business when the founders have to question the old ways and start thinking about institutionalizing the business?



What distinguishes a family business from other types of business?


Generally speaking, it's a business owned and operated by one or more family members (Handler, 1989; Hollander & Elman, 1988). In other definitions, a family business is “an organization in which one or two family members influence the direction of the organization through a combination of managerial roles and ownership” (Davis and Tagiuri, 1982).


Family business is one of the most widespread forms of business in the modern world. They make up a significant part of the GDP of different countries. For example, the share of family businesses in US GDP is 64%.


In Europe and the USA, there are many large family businesses that have gone through a difficult path of development and have become well-known and successful companies. The best examples of such business in Europe are wine companies from Italy and France such as Antinori, Frescobaldi, Bollinger and others.


What makes a family business successful?


Compared to other businesses, the main advantage of a family business is the strong personal ties between family members and the shared values that flow from them. These values, together with the sense of pride associated with the business, create a high degree of loyalty and are often the key to the success of these businesses in difficult times.


While managers of various businesses often have to implement complex and innovative initiatives to motivate employees, members of family businesses are very enthusiastic. Thanks to the feeling that the business is a symbol of the family and serves as a continuation of its name, even working overtime makes it enjoyable.


The "immortality" of the surname creates the basis for relative stability in the long term. However, it should be noted that the same factor can become an obstacle to a flexible response to changes in the external environment.

The success of these enterprises is also expressed in financial terms, in particular, such enterprises are often characterized by reduced costs, since, unlike other employees, family members often agree to financial “sacrifices” for their business and, if necessary, for example, in case of problems with cash flows, they accept relatively low wages.



What threatens the success of the family business?

 

The challenges facing today's family business are more complex than ever. In the face of fierce competition, rapidly changing political and economic conditions, they have to fight for their survival and success in the same way as their competitors, and in some cases even more painfully.


Family businesses must balance the psychological parameters that are characteristic of them, in which members of the same family work together. The main task in this dimension is to maintain a balance between business and family affairs - family conflicts affect everyday business decisions, and business problems are often discussed at the family dinner table.


Because most family businesses start with little human and financial resources, long-term strategic planning—the (re)formation of various systems, structures, and management styles—becomes vital at a certain stage of growth.


The need to reform management style often entails a change in business manager. For the owner of a family business, transferring control to a “successor” is a big problem.


However, founders are often "lone wolves" who face business challenges alone, no matter how serious they may be. They are often skeptical of people who come "from outside" and receive professional advice from them, as they tend to do business "within the family." While this approach is understandable, it can be misleading in some cases. External consultants with extensive experience in managing a complex business development process are an important support for a family business when it needs to transform and move to a new stage of development.


Relationship between founder and business


According to various studies, there are several types of founders depending on their attitude towards the family business.


(1) For the founder, the business is both his "child" and "mistress" - the main object of the founder's interest is the business and its "well-being", and all employees are perceived as tools to achieve this goal. Any decision arises only in the mind of the founder and is carried out only with his permission, since there is a fear that others may harm the interests of the business. Once an employee shows a desire for more power, he or she is likely to leave the company. Such enterprises most often cease to exist after the death of the founder, because no one but them knows what this business was created for.


(2) For the founder, the business is a continuation of himself, the realization of "I" - the entire success of the business is the personal success of the founder. In these cases, it is much more interesting that the business survives even after the death of the founder to perpetuate his name.


Statistics show that 30% of family businesses successfully make it to the second generation, 13% to the third generation, and only 3% to the fourth. Therefore, for the long-term success of a business, much more is needed than selfless care for the company, “raised like a child” by the founder, and making all decisions yourself.


The Path to Business Institutionalization


In the wake of business growth against the backdrop of complex family relationships, it is a wise decision to institutionalize it, which means managing a business in accordance with certain standards and rules and freeing the management process from specific individuals. Such a system allows the business to become more adapted to rapidly changing environmental factors.


It is important that family members trust each other and be ready to let go of the reins of day-to-day operations without fear of being sidelined.


Such a transition becomes much easier if appropriate strategic objectives are defined and roles and responsibilities are assigned. The new environment also defines the role of family members/founders, they remain in the role of owners and participate in making important strategic decisions, although they are much less or not involved in the day-to-day management of the company.


This situation creates an opportunity for managers in the face of declining personal interests to make the business more flexible and competitive.

16.09.2022

Have you ever thought that a cup of coffee with a colleague in the office in the morning, questions about yesterday evening's news or plans for the day can affect your efficiency during the day?


What answers do we get when we ask our team members about the behaviors and actions the company uses to improve the organizational environment and improve employee performance? Most of you will probably answer: team building that took place last year or is planned in the near future, monthly meetings to check the current status of projects, corporate events, trainings, etc.


Despite this, few employees will be able to name rituals that exist undeclared in the company. Using them, smart executives effortlessly:


  • Increase employee engagement and efficiency
  • Create strong bonds between company team members
  • Stimulate desired behavior
  • Reduce stress levels

Increasing Engagement

Rituals help team members translate values into their daily activities. Returning to the coffee cup example, having an honest conversation with a colleague early in the day about plans or tasks for the day can be an incentive to be more active and bold in group discussions throughout the day, as well as being more receptive to other people's opinions.

Organizations that incorporate their declared values into daily rituals attract people whose values these rituals correspond to. On the contrary, interaction problems often arise in organizations where declared values are not embodied in rituals.


Building Strong Relationships

People who feel connected work more effectively together. Shared rituals help bring together a diverse workforce and reinforce the culture of an organization.

Rituals increase the sense of belonging and trust between team members. This is especially important in organizations where there is relatively less communication between different departments and positions.

A well-known example of corporate culture is the Grundfos Olimpics Olympic Games, where Grundfos periodically brings 1,000 employees from 55 countries to Denmark to participate in the "Olympics". During this period, employees from different countries live with their Danish team members, which greatly contributes to the deepening of interpersonal relationships.

 

Stimulate desired behavior

The implementation of small, even insignificant rituals often has a significant impact on improving the effectiveness of the organization.

An example of such a ritual in the research and consulting company ACT is the so-called “Muda Competition” (Muda), which is based on the principles of Lean Management. This competition is held periodically and serves to reduce, and in the best case, eliminate unnecessary costs (including time, human resources, etc.) in the organization. Its main idea is to improve the existing system from the bottom up, at the initiative of those people who have to deal with this or that process in their daily activities and most objectively assess the shortcomings in them. Accordingly, all employees take part in the competition. The competition provides for various nominations - "The chosen Muda for exile", "The most original Muda name", "The most reasoned explanation" and "The simplest solution to the Muda issue".


The winning teams of the competition are rewarded with various prizes, and the reduction in identified costs is reflected in an increase in the overall efficiency of the company.


Reducing stress levels

In a rapidly changing environment, organizations need to remain as flexible as possible. Often this adversely affects their results. In the midst of ever-changing economic, political and other changes, it is important to maintain the strength of organizational culture.

Rituals help to ensure the internal stability and resilience of the organization. They help team members stay focused on the main goal, despite difficulties, and not fall into despair. Rituals have proven to be a guarantee of organizational health for many organizations during the COVID-19 pandemic. Examples of such rituals are virtual holidays and Happy Hour.


Organizational rituals are often found in the cultures of well-known companies such as Google, Zoom, Zappos and others.

For example, an example of such a ritual at Google is the weekly open meetings (so-called TGIF) with high-ranking executives, where company employees from all over the world can ask questions on topics of interest to them and get comprehensive answers.


Zoom's organizational culture is distinguished by its focus on people. The management encourages employees to bring family members to the office, which helps to preserve the health of the team, on the one hand, and the personal life of employees, on the other.


Zappos stands out for its creative organizational rituals. The “strange talent show”, which has become a symbol of the company, serves not to discover stars, but to reveal individualism. Each employee is given the opportunity to enjoy their uniqueness and share their strange or uncomfortable talents with team members.


At the end of this article, I will share with you some undeclared rituals, some of which may already exist in your company, and you can learn about the benefits they create for your company:


Morning coffee meetings - every day in the company should begin with the phrase - "Hi, how are you?". Each of us needs to relax and wake up, which allows us to talk on general topics. A 5-10 minute conversation with an employee often turns into a discussion of plans for the day. Such dialogues often end with the questions “What are you working on today, what are you going to do today?”, which creates a general idea of \u200b\u200byou or your colleague's plan for the day.


15-minute stand-up meetings with team members - sharing information about plans for the day and their projects - one of the most important rituals that creates a general idea of what stage the team is at, whether additional resources have been freed up somewhere or whether anyone needs Any help to complete the project on time.


Circle of acquaintance - the team forms a circle and shares with each other information about themselves that the rest of the team does not know. The existing ritual is often performed in conjunction with the coffee ritual, but in a relatively small circle, the latter requiring the participation of the entire team. This creates a kind of bond between team members, which helps in the coordinated execution of common projects.


Adaptation of a new employee. All new employees must adapt to the work environment and team. Change is not easy for everyone, so it makes sense to plan some type of team-initiated activity with a new employee, one of the simplest examples of which is organizing a Pub Crawl evening.


Knowledge sharing - team members periodically meet and share their experiences (mistakes and positive experiences), which contributes to the overall growth of team members. Also, team members realize that mistakes, to a greater or lesser extent, can make everything, which leads to a decrease in the level of stress caused by the fear of mistakes.


Perhaps some of these rituals have already entered your daily life. In addition, think about what other rituals exist in your company? How do they affect the efficiency of you and the company as a whole? When or who created them? The main thing to remember is that rituals are not created by themselves, but are created, strengthened and initiated by people.

09.08.2022


The seasonal concern of summer is to plan a vacation so that during the long-awaited vacation we can do more or less everything - have fun, relax, be active, visit new places, visit family members and friends. Since spring, many questions have arisen in our heads: where to relax? For how many days should we book a hotel? How to travel? How much money should I set aside for shopping while traveling? Do we have savings? And most importantly, where can we find peace of mind?


The only question we can answer without hesitation this year is that we definitely need a good rest. Waves of the Covid pandemic, economic turmoil, the Russian-Ukrainian war, a stressful work environment, and existentially charged personal relationships are the main causes of stress. For most people, tourism is the main source of relaxation and positive emotions.


Rest on Russian background


According to the National Tourism Administration of Georgia, 387,781 foreign visitors entered the country in June 2022. Compared to the same period last year, this figure increased by 164.4%. According to statistics, 90,239 visitors came from Russia and 62,192 from Turkey.


In June, 252,656 arrived by land, 131,534 by air, 2,122 by rail, and 1,469 by sea.


It is noteworthy in these data that the top ten countries included Russia (in first place), Armenia (in third place) and Belarus (in ninth place), and also that the increase in the number of visitors from these countries compared to the same period last year is the highest (502.9%, 364.5% and 222.5% respectively).


From Russia and Belarus, the increase in tourist flows raises many questions among the local population. Dissatisfied with this situation, especially those whose personal or family economic situation does not depend on the growth of the tourist flow (does not own a rental area or other commercial facility). For this part of the population, the abundance of tourists, on the contrary, brings more negative results than positive ones. This is due to the fact that prices for products, services and rental housing are rising in resort areas, which makes rest even more inaccessible for many of our compatriots.


A significant part of the surveyed population (84%) expects an increase in the flow of Russian tourists to the country (including resort areas) this year, which does not cause discomfort for 70%. 3 out of 10 citizens call the abundance of Russian tourists in resort areas the cause of personal discomfort.


Russian tourist - guest or host?

Although the majority of the population does not openly express dissatisfaction with the large number of Russian tourists vacationing in the resort areas of Georgia, the majority of them (57%) believe that the Georgian government should restrict Russian citizens from doing business. on the territory of Georgia (including tourist areas), because:


• Russia is an enemy of Georgia (40.6%);

• Companies founded by Russian citizens in Georgia compete with local firms and as a result reduce their income (37.9%);

• Russia is waging war against Ukraine (11.1%).


Creating a favorable business environment for Russian "tourists" in Georgia poses a direct economic threat to local businesses, as this fact significantly increases competition in the country's market and, therefore, negatively affects the expected financial well-being. The victims of the process are those businessmen who year after year wait for the tourist season and whose economic power is built on the principle of distributing seasonal income throughout the year.


ACT conducted a survey of the population on tourism issues from 11 to 16 June 2022. More than 800 randomly selected citizens of Georgia aged 18 and over took part in the study.


40% of the population's financial situation has deteriorated over the past year


To assess the financial readiness of the population of Georgia for the holiday season, it is first of all important to know that more than 40% of the population say that the economic situation of themselves and their families has worsened or significantly worsened over the past 1 year. As for the population's expectations regarding current events in the country, it is indicative that, according to about half of the population (45%), events in Georgia are developing clearly or in many respects in the wrong direction. This makes them feel even more exposed to financial risks.


Every second person in Georgia does not have a plan for a summer vacation

According to the survey, despite possible obstacles, 40% of the population plans to go on vacation this summer, and even more (55%) do not have such plans. At the same time, the number of those wishing to go on vacation decreases with age - 2.3 times more young people (18-34 years old) plan to go on vacation compared to representatives of the older age group (55+) (54% and 24%, respectively). It should also be noted that residents of the capital plan to go on vacation much more often (56%) compared to the population living in the regions (slightly more than 1/3).


The duration of planned rest is mainly limited to 1-2 weeks (65%).


More than half of the population plan to relax in the country house or with relatives


In addition, 58% of the segment of the Georgian population who are going on vacation are planning to spend their holidays at their own or with relatives in the country, more than 40% are considering seaside resorts in Georgia, and 23% are considering mountain resorts in Georgia. Only 16% of respondents intend to go on holiday abroad.


According to the results of the study, the majority of people (60%) who plan to spend the summer in their own home cite the lack of sufficient funds for recreation as the reason. The rest say they have to give up vacation for personal reasons (27%) or lack of vacation (9%).


More than 8% of the population plans to leave the country for vacation due to the large number of Russian tourists gathering at local resorts.


Among those who plan to spend their holidays abroad, one in four chooses prices that are lower than those of local resorts. And 1 out of 10 citizens decides to spend their holidays abroad because of the best price and quality. The majority (42%) of those wishing to spend their holidays abroad associate their choice with the desire to see a foreign country. Every third person is planning a vacation abroad for the simple reason that his friends, relatives or loved ones live there. It is significant that more than 8% of the population cited the large number of tourists of Russian nationality in the resorts of Georgia as the reason for leaving the country on vacation.


It is also indicative that, according to the study, 10% fewer people plan to go on vacation this year compared to previous years (38.1% and 48.6%, respectively). To what extent all this affects the health, ability to work, motivation, quality of work and social life of tens of thousands of our citizens is the subject of another study. Explorers don't rest.

05.07.2022

Ancient Chinese merchants were among the first entrepreneurs. They have found a unique way to manage risk in international trade. They distributed their goods for sale on several ships and released at sea. Thus, if one ship was sunk or became a victim of pirates, the rest had a chance to survive. In this way, Chinese merchants safely transported most of their goods to the market of the neighboring city and avoided serious financial losses.


In the 21st century, the export-oriented business is no longer threatened by pirates, but it continues to face other challenges. In today's world, the political, economic and social environment is changing so rapidly that the most difficult task for any company is to find and retain a loyal customer.


The main conclusion that a business must make in the current reality is this: Chinese merchants learned this centuries ago - they realized how much risk the principle "Put all your eggs in one basket" contains. Inspired by an old adage, this concept perfectly explains the importance of market diversification. Its relevance is growing day by day for international marketers and it is clear that Georgian companies are no exception. The Russian-Ukrainian war once again showed us what we have already witnessed many times - how dependence on the market of one country interferes with business.


No one disputes that market diversification is the best solution for risk insurance. However, the implementation of this principle in the modern world requires much more effort than "several cargo ships". Even in the case of the local market, there are many challenges - finding a relevant target customer, winning and maintaining his loyalty. It is even more difficult to fulfill this mission in the international arena. So when we discuss reducing risk and increasing capacity for export-oriented enterprises, the question is not what? but the question is - how?


How companies can better find and develop an unknown market or, at best, markets? It is obvious, and it can be seen with the naked eye, that it will be difficult to succeed only by watching the trends. The most effective tool for planning an international marketing strategy is market research, and consumer research occupies one of the main places in this process.


Well, if you are a business owner and want to expand, open up new markets, consumer research can be the most necessary and useful tool for you.


opportunities for consumer research:

  • Find out who your customer is and what they want.


The number one task in the process of finding a new market is to find out if the buyer needs the offered product or service at the offered price. For a company, entering a new market without consumer research is like wandering through a maze. Obviously, a business can have a rough idea of the needs of foreign customers, that is, of where and to whom it will be profitable to export this or that product. However, these ideas are largely based on intuition and may well not correspond to reality. After all, any foreign market is unique and differs in many ways from the local market - its buyers live in a different geographical area, speak a different language, have special requirements, opportunities and preferences. Accounting for all these factors is a prerequisite for success, in which consumer research can be of great help.

The survey provides the business owner with detailed information that:


  • in what segments of the population there is a demand for this product;
  • What is the consumer behavior of the specified segment
  • What preferences, explicit or hidden desires do users have;
  • Who are the competitors and what is their marketing strategy;
  • How does the buyer feel about the price.


This is not an exhaustive list of the knowledge that can be obtained through consumer research. If it is analyzed correctly, the business will have the opportunity to get to know the new market well and find the right target segment - the client who is most likely to buy his product or service. In this case, the decision to enter a new market is made on the basis of evidence, not assumptions, which significantly reduces risks.


ACT actively helps Georgian and foreign companies to develop foreign markets. One example of this is a consumer survey conducted in Yerevan commissioned by a supermarket chain. ACT has conducted a study of consumer preferences and consumer basket in Armenia. Analysis of the research results allowed the customer company to offer the client a product that takes into account the needs of the target segment. Thus, consumer research helped the business to insure the risks, due to which it established itself rather painlessly in the new market.


  • Grab the attention of the target use.


Finding a target customer is the first step in entering a new market. The next and no less important task is to attract the attention of potential customers. To do this, the business needs to properly pack the product and deliver it to the customer in such a way that it arouses his interest. The role of research is also important at this stage of the development of an unknown market. Research, in addition to the rational motives of human behavior, also reveals what topics potential customers react emotionally to, what excites them, likes or annoys them. Having received this information, the business will be able to offer the product to the buyer, taking into account his wishes and develop an effective way of advertising.


A good example of this is the entry into the Georgian market of several foreign shopping centers. By their order, ACT conducted a study - studied the consumer behavior of Georgians, brand preferences and consumer attitudes towards the proposed product. According to the results of the study, the companies adjusted their marketing strategy, offered the buyer a product that meets his requirements, and earned the location of the target segment. Thus, research-based solutions ended up being effective for them.


  • Constantly keep abreast of the user.


The key to the success of any business is a satisfied customer. As soon as a customer buys a product or service, a timer starts. The business really wins if the customer comes back to buy again and again. This will be a sign that the brand has received the most important award - customer loyalty. However, loyalty is not permanent. People's tastes change every day, new needs and desires arise. In fact, the success of a business depends on how well it listens to its customers. An effective tool for maintaining their loyalty is customer research. This allows the company to constantly keep abreast of the buyer - not to miss a single change in his mood and always be aware of trends.


This consumer research opportunity was successfully used by one of the representatives of the banking and financial sector from Georgia. ACT conducted several stages of consumer research for him in Uzbekistan, Central Asia. In order to identify the preferences of local consumers, the study was conducted both before and after entering an unknown market. As a result, the company managed to take a worthy place in the financial sector of the foreign market.


As we can see, consumer research is a necessary and useful step for a company that wants to expand and open up new markets. This allows business owners to make informed decisions, which greatly reduces the risk of opening, exploiting and maintaining new markets. However, businesses should not forget that the “stopwatch that starts when entering a new market” runs continuously while the company operates in this market. Thus, entering the market of a foreign country is not a one-time decision. Business must constantly be in the process of research and analysis of experience.



23.06.2022

Over time, the icon of the businessman has emerged in the public perception as serious men dressed in suits, with huge responsibilities, working in a stressful environment and applying a constructive dialogue format. Does such a perception of a business leader correspond to modern trends? It is essential that all businessmen speak the diplomatic language?


In the postmodern world, a businessman’s role was transformed, which influenced the style of communication accordingly. Business leaders are increasingly trying to position themselves as a part of society and use humor to communicate. This obviously is associated with positive emotion, having an immediate effect on a person’s attitude leading at the same time to a long-term effect. Consequently, strategic humor has become a trend in business communication.


What Is the Meaning of Strategic Humor?


Humor is a simply understandable spoken language focused on key messages. Jokes are easy to remember, while being spread quickly throughout the community they can easily relief a crisis situation. (Meyer, 1990). Result of humor can be instantly seen due to its indicator – an unmistakable emotion - a smile. The humor makes easy to harvest the desired feedback in the target audience, while the emotion received gives us the clear answer to the question of how the set strategy worked. (Hudson, 1979).



The unique qualities of humor and the fact that humor can have a serious influence on a person's attitude shape it into a convenient tool for communication.

Consequently, the area of application of strategic humor is quite wide. It is used in different fields for different purposes:


შესაბამისად, სტრატეგიული იუმორის გამოყენების არეალი ფართოა. მისი გამოყენება ხდება სხვადასხვა სფეროში სხვდასხვა მიზნით:


  • Diplomats apply the strategic humor to conduct successful negotiations;
  • Presenters use it to make interactive, productive and interesting presentations;
  • Leaders use it to demonstrate their self-confidence, high emotional intellect and humanity (Sourcehumor that works).


What Is a Purpose of Using a Strategic Humor by the Leaders?



"If we make people happy, they will write stories about us, so we will not have to spend a lot of money on advertising," said Elon Musk, one of the most influential businessmen and innovators of the XXI century.


Lately, Elon Musk's eccentricity and the way he is applying strategic humor is clearly observed by everyone. The use of contextual humor for a specific mission has become an authentic style for Musk. Creativity expressed in humor and simple way of communication make him one of the most popular persons of our times. Musk's laconic jokes can change a public agenda and make a business clock move counterclockwise.


Could you name another famous person who can just with a five-word joke bring financial benefits to a business, affect the currency exchange market, and/or significantly change the share value of the companies?!


Use of strategic humor and unique communication style makes Elon Mask:


1. The Strongest Business Influencer

The power of Musk's humor is translated into financial indicators. He can establish effective communication with customers, increase sales and share the value of the company at minimal costs. In addition to his own business, he manipulates the global business sector as well using strategic humor. Specifically, Musk's broken heart emoji significantly reduced the market value of the world's first cryptocurrency (see Twitter 1), and the price of one of the least known cryptocurrencies, Dogecoin, rose from 0.1 cents to 72 cents in 5 months (see Twitter 123). ). (Source: economictimes). In supplement, Twitter has also become the target of Musk's satirical humor. Posts on the social network significantly reduced the market value of the platform and eventually led to its acquisition. (See Tweet 12).


2. An Informal Political Leader 

Sharp wits give Elon Musk charisma along with his popularity, which makes him a strong political figure in the eyes of the public while valuing his other characteristics as a leader. Elon Musk can make political weather, as evidenced by recent developments. Musk played an important political role in the Russia-Ukraine information war, where he of course did not forget to use humor. Musk responded to the threat of Chechen President Ramzan Kadyrov against him with humor, and in response to the way he was addressed by Kadyrov, changed his name to Ilona on Twitter.


3. Optimistic Entrepreneur

It is worth mentioning that being one of the top entrepreneurs he is never discouraged even in case of failure and affords to ease the tense situation with creative humor. He is accustomed to acknowledging his own mistakes and looking at them in humor, while others may perceive them as a tragedy. (See Tweet 1)


What Conclusions Can We Draw from Musk's Example?


Humor is acknowledged as a universal form of easily perceived communication that positively affects a person and creates a positive mood. Consequently, the strategic use of humor by a businessman can increase trust in him and supports in winning people's sympathy. All this leads to a positive effect not only on the personal image of the business leader, but also on his business activities, which ultimately helps to increase awareness and sales.


Considering that the use of strategic humor can bring a lot of benefits to a business leader, it is important to remember that it needs to be used correctly and contextually, as joking about sensitive topics can turn positive emotions into negative ones and lead to bad reviews.


In conclusion, we can say that simple and creative language of communication can establish an emotional connection with the audience and build the perception of a strong, successful business leader.

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My position is “vision leader”, which means that I am actively involved in setting the direction of the company and making strategic decisions. My main activity is customer relations. “Psychology is an academic science, and coaching is a set of certain knowledge and skills.” - Let's now explain who a coach is. I understand well the meaning of this word, but I do not understand very well the difference between a coach and a psychologist. You are a psychologist by academic profession. What is the difference between these two professions? - First of all, I want to express my gratitude to psychology. When I chose this profession, it was completely incomprehensible how it could be used, but I was just curious. It turned out that the knowledge that I have acquired and the habits of thinking developed during the study of psychology help me in everything. Coaching is a set of knowledge, skills, but not academic and fundamental knowledge. A coach can be a person of any profession who will build his profession on coaching skills - a journalist, lawyer, public relations specialist, manager or others. - Who is a coach? - A coach is a person who helps others set a goal, find the resources needed to achieve the goal, and take steps towards that goal. I am proud that in 2014 we opened the first company representing the Canadian company Ericsson, which began to conduct certification courses for professional coaches. If anyone today is a certified coach, then they were all students of our school. - How long does the learning process take? - Four months. Your question was, how is a coach different from a psychologist? Psychology is an academic science, and coaching is a set of certain knowledge and skills. - What does the coach know that the psychologist does not know? - He knows the tricks that a psychologist can add to his arsenal and, if you ask me, he should add. I see this as a big plus. There is always a certain antagonism when a profession appears that “overlaps” a neighboring profession. But I can't say that a coach overrides the function of a psychologist. - Does the psychologist overlap as a coach? - If he takes the trainer's tools, he can switch to another role or return to his previous role. The coach does not work on traumas, on the past. The psychologist sees the problem and looks for ways to solve it. The coach works for the future, but I will not say that the psychologist does not work for the future. Therefore, I consider it very important for a psychologist to add a coaching tool. - You often talk about the importance of goals and the strength that goals give us. What about those people whose main motive in life is not the goal, but the path? Just yesterday I came across a very respected person - Zura Jishkariani, who said: "Thinking about the results is the lot of losers. The process itself is the product." - I think that this dispute is a misunderstanding - is the goal or the process itself more important? When I say goal is important, I don't necessarily mean that you should focus on results. I also think it's not good. Because you can only control your behavior and decisions. Therefore, you can do everything possible, but still not get the desired result. The goal is like a compass. Those who do not recognize this come out and say: I'm just going. But you're not just going, you're going somewhere. Of course, the process itself is very important, the method. Achieving the goal is a matter of a few minutes. You came and - what? It's over! Then a new target appears again. - No, we have to stop here. Natalya Kutateladze told me that no matter what I planned in life, nothing happened. She lives spontaneously, follows her principles and is content with what she gets out of life. I also spoke with Shorena Shaverdashvili about the importance of the process. Looking back at my life, the only goal I really pursued was to enter the Faculty of Philology at Tbilisi State University. After I overcame that goal, I just don't remember having any specific goal in life. Tell us something about people like us. - Do you have any wishes? - Yes, I have desires. - What you call desires, we, people "doctors", call goals. The desire for which I do something is the goal. Don't you have a purpose in such a context? - I have another question: what is the difference between a desire and a goal? - I'll tell you what the difference is. Desire plus actions to implement it. Desire without action is not a goal. A goal arises when I have complete inner readiness and determination to act in accordance with this desire. The one who says that how many times he set a goal, did not achieve it, he either did not have a real desire, or he was not ready and did not make a real decision, did not take steps. 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Now, for example, my desires are changing significantly. I don't want to be represented in 50 countries anymore. I want to have more free time for myself. This is also my goal, which encourages me to take certain steps here. If I only have desire, I will never achieve it. If people knew themselves well and correctly named events, then we would not have this Tower of Babel that we have. - Now I remember, academician Dmitry Likhachev wrote: if you set yourself such a goal that I want to buy a new car or move to a new house by the end of the year, you may not succeed, and your life will be very unsatisfactory; But if you have goals like doing good, helping those in need... - What if you can't do good? - He says that in this way you can always fill your life with small joys. - I don't like this kind of advice. For me, these tips are tantamount to "don't live." Whatever you want, wish it, take a step, do it... won't that work for you? Take pain as a lesson, set new goals and live. In my opinion, if you are not taking steps because you are afraid of pain, you are also blocking joy. I can't accept it. - Once you said that you call yourself a business therapist. Do you experience this feeling as a professional consultant and coach, or as a visionary leader in your organization planning change? - It's more about working with a client. I often told my employees that we were business therapists. What is an organization: people and systems. When working on business tasks, one should not forget about the people factor. You can have a fantastic strategy, great systems, organized processes, but it doesn't work because the leaders don't want to change. - Do you mean the leaders of this organization? - Yes, who should implement these changes. In this context, we sometimes use the term "business therapy". Leaders often lack neither knowledge, nor vision, nor ideas... breakthroughs in organizations are hampered by personal fears of leaders, unwillingness to change, the so-called "Blind Spots" - when they do not see something in themselves. Suppose we are talking about changing the structure of the organization, and I feel that the leader thinks: now he will be upset if I let him go, if I change this and that. I say: imagine that everything ended well. What would you do then? He knows exactly what to do. Or vice versa, sometimes he blames the employees and doesn't really know what to do. In both cases, this discovery helps the manager make the right decisions. If I know what to do but the conversion process is painful, then I need to work on making the process mutually painless by caring for the people I have hurt. My favorite phrase lately is "What's right can't be wrong." When I believe that I am right, when I believe that it would be right to do something, there should be no more "buts". If it's right, you should do it. And if you don't, you're bound to get a bad result. - In practice, do you have to convince people that they have to make difficult, painful decisions? Or is it not always the case? - It is not always so. Decisions are sometimes painful, and sometimes, on the contrary, very pleasant. People are so locked in that they need help to reach their potential. Our ultimate goal is to unleash their potential - as individuals, teams and organizations. It may not be the path of pain, but the path of discovery. But you can’t unleash creativity when a person is in self-limiting beliefs, for example, when he thinks: “It won’t work with this team,” “We have no chance of further growth in this market.” A manager, a leader with such convictions will not have a new idea in his head. First, his thoughts must change. If you think that something is missing in this room, won't you go there and start looking for it? - Of course not. - That's what I mean. - Your consulting company ACT has become the market leader in Georgia 6 years after its foundation. After that, you keep growing. What do you consider the basis of your success? - It's probably a combination of factors. Organizations like ours were created 10 years earlier. We showed up at the right time. I have often said that if there had not been a Rose Revolution, if the market economy had not developed as it has developed ... as long as the distribution between enterprises was decided at the table, there would be no need for research, analysis, or consultations. When we started, there was already a need, but there was no demand yet. By the way, at such a time we gave birth to coaching. Personally, it is especially difficult for me to guess the time when introducing innovations: when the environment is not yet ready for change, but very close to it. I think that this ability is developed by focusing on the group, on the people for whom I want to do something. We had a new approach: we always focus on what the client needs; How can we benefit those for whom we are created? - I want to remind you of your two quotes: "I do not believe that fate has a chosen one, I believe that there are opportunities." “There is no bad and good time; We create time." You have said many other things that confirm your belief in the power of man. Are you saying this to motivate others, or are you really that confident even about your own limits? - If I don't believe in what I'm saying, I probably won't be able to help others. When I approach a person or organization, I sincerely believe that they have great potential. Whether they will reveal this potential or not depends on them. I will say again about that room - I believe that there is a treasure there, and I am looking for this treasure. The success of my organization or my personal professional success shows that I can support people, teams, organizations to reach their potential. I think it works because I hold this belief. - We had a distant ancestor who said: "The sun is my mother, the moon is my father, these tiny stars are my sisters and brothers." This person was like your spiritual brother or sister. But don't you think that human possibilities are limited. There are powers that surpass human powers. Are there bad and good times? - I believe that a person has all kinds of resources so that he can realize his potential to fulfill his desires. I also believe that there are resources in the world for this. I look at competition the same way: the world is not a communicating vessel, which implies that I have to take away from you in order to feel good. - So competition is not a zero-sum game. - Yes, there are enough resources in the environment and openness and creativity are needed to see it. “All or nothing!” – this is not my thinking, I do not divide the world into black and white. I believe that a person has the potential and resources for what he desires. I never had the desire to become a ballerina, but when I was sitting in my dilapidated one-room apartment near the kerosene stove and said – I want to create an international company and start exporting our intellectual services – it turned out that I can. However, at the time it all sounded crazy. Desires never fly away. Our true “self” knows what we are capable of. - This is understandable, but do you ignore the role of the environment? - The environment is very important. But what are we talking about now – do I believe in resources? Yes, I believe that when I start thinking about what I want to do, I have the resources to do it and I will find the resources and potential for it in the environment. I have it at the level of faith. Therefore, the biggest problem for me is the discovery of my true desires. Don’t let the “ego” fool you that I don’t really want this, I want this because that’s the status or I’m proving something to someone. “When I say that there is no such thing as a bad time or a good time, I mean that you yourself create the time.” - We come to your question, which you asked at the beginning of the conversation: Is everything in me – but for what? To make my wishes come true. Your answer: yes. - There is one caveat here: if you do not see this resource in yourself and in the environment, you will not be able to fulfill a single desire. I believe there is, but I’m not saying that everyone uses this resource. - You never hid that when you started your career, you had a very unfavorable start. - Yes, I started with a minus. - Probably, others started their careers in the same conditions as you, but some succeed, others do not. What you just said, isn’t that the reason why people with the same initial conditions achieve completely different results? - Probably, the problem is in thoughts and insufficient actions. One believes that it will work, and the other does not. One has the desire and willingness to take appropriate steps, while the other has only the desire. Therefore, he wanted something yesterday, the day before yesterday, he will want something the day after tomorrow and even a year later. But he will do nothing to make this wish come true. When I say that there is no good or bad time, I mean – you create the time yourself. There is always good and bad going on around. I’m not saying that when there is war in Ukraine, the time when there is peace is no better. What could be worse than war? But I believe that even in war you can make decisions. Or I say that I am not at war, I am leaving the country and living my life. Another way is to stay and say, “How unhappy I am!” And another way is when I say: “My country is fighting for freedom, and I will become a part of this struggle!” Then the hard times of the war will come, they will turn for you into a symbol of the greatest heroism and the greatest victory. Events have no color. Our attitude towards events is what we call good or bad; This is our interpretation, good or bad. - Do you consider giving much more than receiving as one of your main functions as a leader? - I have been reading and thinking a lot about the concept of a leader. How did Zelensky become a world leader? A leader is a person who, through his behavior and support, can inspire people to go along with him. I consider this to be the main function. - Zelensky, in my opinion, became a leader because he did not leave Kyiv after the start of the war and, in fact, risked his life for Ukraine. - Of course. I put my life on the line because, on the level of value, I can't do otherwise. He was not sure that the Ukrainians would follow him. It was his choice. Was there a deal - I will sacrifice myself for you and you recognize me as the leader?! A true leader does what he believes in with his heart and manages to unite people with his actions, his values, his beliefs. - I agree. But I've seen cases, and you've probably seen a lot more, where a manager is convinced that every new computer, desk, or chair in an organization should be his. For him, primacy means that he has the right to receive the first benefit. - I see, you mean power. I think there are two different concepts of leadership and they also come from people's beliefs. For example, people like me, who believe that there are enough resources in the world for everyone to achieve their goals, do not want to steal. There is another type of people who think that these possibilities are limited and that they should use them as much as possible. Such a person needs symbols of wealth and power in order to gain a foothold in the territory marked by him. - After Georgia became independent, the second type of leaders became our main problem. - Exactly! It comes from the belief that if I don't, I'll be relegated to the sidelines. That is, if I bend over and do not show that I am strong, then they will eat me. Because there is only one apple and my task is to bite off as much as possible. I say: “People, why are you fighting over one apple? Thousand apples! But this is a different concept. Both types of leaders can be successful. But one is success based on the energy of cooperation, partnership, creativity, and the other is success based on the energy of competition, struggle and fear. For me, success is not waking up every day with the fear that someone will fight me and I will be thrown off. - I know that one of your concerns is Georgia and its future. In fact, we are not realizing our potential with our current leadership concept. But what does it take to change the concept of leadership? Perhaps I am asking a very naive question, but until that happens, we will have to live in an environment with completely untapped potential. - I often ask myself a question about changes. I am very hurt by what is happening in Georgia. I am experiencing exactly what you are talking about, that we are losing our huge potential every day. People can live better, we can create a creative environment, but the energy goes in a completely different direction. We cannot get out of the psychology of survival, and as long as we live with the psychology of survival, we cannot move into a creative state. - It happens at all levels. - Probably, at least one person should appear, a real leader who can convince people of values and unite people. - How should this one person appear - should fate smile on us? Should there be demand for such a leader among the people? - What kind of education did Zelensky have and when did it appear? I don't know, I don't have an answer to that. If Ataturk was born, what society gave birth to him? What environment did Lincoln live in? The country may be in a deadlock for a hundred years before such a leader emerges. However, the order still comes from society. I don't see this order yet. “In fact, we all know what our core value is.” - You work with business leaders. Do you see them as willing to provide the first type of leadership? - I see, but not at all. This is a complex concept. The concept of limited resources and competition is much more traditional and understandable. This is closer to Soviet reality. What we are now fighting for and what we want to realize is precisely the concept of joint leadership. If we take Russia and America, what technological, medical and other achievements does America have and what does Russia have? I don't touch politics. The war also showed who had what, even from a technological point of view. Don't Russians have smart people? Do Russians have no natural resources? But when you think about what to take from whom, you only care about safety. The same is happening today in Georgia, unfortunately. As I said, we are in a survival position. - The example of Ukraine is very important. In addition to Zelensky, they have General Zaluzhny. It so happened that two modern-minded leaders found themselves in the most important posts. - Modern and patriotic people. But this did not happen by chance. If they had not stood on the Maidan in the cold and had not achieved their goal, Ukraine would have been a different country. The order for change came from the people. - I have the last question: what word will serve as a guideline for you for the rest of your life? - Freedom. - Has life proved to you that freedom is your main value? - In fact, we all know what is a fundamental value for us. My life develops in accordance with my core values. Everyone has such a life. But look, those who feel bad, in fact - this is also my theory, forgive me, maybe I have too many beliefs - my belief is that those who are emotionally difficult, they do not live in harmony with their values. When a person remembers the most emotionally painful decision for him, as a rule, this decision is not associated with an inopportune moment, but is a betrayal of a core value. Freedom is my inner compass, it helps me make difficult decisions. - Thank you very much for a very interesting conversation. We conclude the interview with your comments on the statements of two famous people. The author of the first quote is the American writer Ernest Hemingway (1899-1961): "We become stronger where we break." - It really is. However, I would like to add: if you stand on your feet, then you strengthen the place where you break. Some suffer from how it has broken their whole life. But the bitter experience of the past consists of two things - pain and a lesson. You gotta leave the pain where it hurts, you gotta learn your lesson. If you continue to be in pain, you won't be able to learn the lesson and therefore won't be able to get stronger. - The second quote belongs to the ancient Greek philosopher - Socrates (470-399 BC): "No one is your friend; Nobody is your enemy; Everyone is your teacher." - I have a gratitude exercise in personal development programs, where people often thank the person who hurt them: “Thank you for making me stronger, for teaching me who I should be”, “Thank you for taught me wisdom!”, “Thank you.” for making me appreciate true love afterwards." !" In this context, both friend and foe teach you about yourself. - It turns out that you have to be constantly on the alert in order to perceive everything as educational material for you. Is this the right attitude to the world? - The desire to know ourselves and the world helps us a lot in development. Sobriety is a good word, I like it. However, I know people who are amazingly aware of the outside world, but have absolute darkness within themselves. Therefore, vigilance is necessary both to the world and to oneself. My inner prayer is this: God, give me the sun inside me and around me!
12.12.2022
On December 7, at a meeting of the Committee on Culture of the Parliament, a presentation and public discussion of the ACT study "Assessment of the creative industries in Georgia on the collective management of intellectual property rights" took place. The dialogue was held within the framework of the Committee of Culture, the National Center for Intellectual Property of Georgia - Sakpatent, USAID in Georgia and the Commercial Law Development Program (CLDP) of the US Department of Commerce and with the involvement of representatives of the cultural sector. Before the discussion, ACT Analyst Ketevan Antadze presented the results of a study on collective governance in the creative industries in Georgia. After the presentation, the audience discussed the challenges and ways to overcome them in terms of collective management of copyright and related rights in Georgia. The parties also discussed recommendations developed by CLDP on improving the system of collective management of copyright and related rights in Georgia. The purpose of the event was to identify the prospects for changing the legislation of Georgia on copyright and related rights within the framework of the working group on copyright and related rights of the Committee of Culture, involving a wide range of stakeholders, in order to manage intellectual property rights in Georgia on a collective basis and edit the relevant legislation in line with international best practices and the market, to solve problems, provide a more favorable business environment for rights holders, and promote the development of creative industries.
08.12.2022
On November 18, the Tbilisi Marriott Hotel hosted the annual conference of the Georgian Public Opinion Research Association, organized by the International Republican Institute (IRI). Representatives of research organizations, researchers and scientists discussed at the conference important topics for improving the reliability of public opinion polls. At the conference, ACT Co-Founder and Vision Leader spoke about the importance of the methodological procedures disclosure rule in public opinion research. According to the organizers of the conference, adherence to ethical principles and ensuring methodological transparency with the help of research organizations will help develop an effective mechanism that allows researchers to correctly present and interpret the findings or results of the survey. It is the value of transparency and scientific openness and the goal of realizing these values that unites the Georgian Public Opinion Research Association and those organizations of the United States of America whose goal is to develop democracy in Georgia
21.11.2022
On November 10, representatives of the research and management consulting company AСT presented a new study "Study of technical / non-academic professions in the civil service of Georgia." The study corresponds to the 2nd direction of the public administration reform roadmap and is an analysis of the transformation of classical professions into the administration or civil service of Georgia, as well as a study of the needs of technical/non-academic professions in the civil service in the near future. Stakeholders from technical and non-academic professions and representatives of partner countries got acquainted with the results and recommendations of the study in the field of human resource management in public administration in Georgia. The event is organized by the Regional Eastern Partnership Foundation and the German Society for International Cooperation (GIZ). The study represents the first attempt to examine the technical and non-academic occupations and education levels of the civil service; To observe the transformation of professions from the classical ones as a result of the introduction of technologies, the development of services or the reform of public administration; How is the legislation of Georgia regulated in this direction; What are the qualification requirements for persons entering the civil service, and how are the prerequisites determined; How well developed are these approaches. The study is part of the project “Professional Civil Service and TVET in the EaP” and is planned to be replicated at the regional level.
10.11.2022
Sopho Chachanidze, ACT Managing Partner and Head of Development Consulting, has been elected a board member of the Global Compact Georgia network. Membership on the board of the Global Compact Network in Georgia means: • Involvement in the process of making strategic decisions. • Overseeing the activities of the secretariat and the head of the organization. • Provide oversight of the governance, vision, mission, strategy and financial management of GCNG. • Approval of the charter, annual work plan and financial statements. • Leading the overall strategy of the GCNG, with clear and consistent priorities. • Finding time to participate in board activities. • Legal compliance and accountability to UN Global Compact Headquarters and its members for recommendations and actions taken by board members.
10.11.2022
On November 2, ACT, a research and management consulting company, published a Regulatory Impact Assessment (RIA) document, Labor Law Amendments Concerning Labor Rights and Conditions. The project assessed various aspects of economic and social impact. The (RIA) framework considers two policy alternatives: Alternative 1. "Do nothing", the so-called. The baseline scenario is to maintain the status quo until changes to labor laws are introduced in 2020.  Alternative 2: Implementation of the new labor legislation adopted on September 29, 2020, and relevant related regulations in practice. In the presented RIA, two alternatives were compared using multi-criteria analysis (MCA). The alternatives were compared in terms of both monetized and non-monetary impact. According to the analysis, the preferred alternative is Alternative 2 – implementation of post-amendment legislation in practice that better achieves policy goals and objectives and is in line with the country's sustainable development agenda. The RIA document includes an assessment of a number of changes made to the Labor Code that came into force on September 29, 2020. As part of the consultation project, the assessment was carried out in several stages: after desk research and analysis of best practices, in-depth stakeholder interviews and quantitative surveys of employers and employees were conducted, and in the next stage, initial results were obtained and presented to key informants participating in the study, and at Based on the recommendations received, a final document was prepared.
02.11.2022
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