Sb unit 08_focus_on_value_ed2_v2r1_1455376237631

Swami Vivekananda
Contributor Personality Program
An Group Initiative
Focus on Value
UNIT 8:
by
for students and faculty of
Gujarat Technological University
University
Servicesi-become
JULY 2012 BATCH

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The second aspect of a Contributor’s Mindset is his / her
goal of creating value – for self, for family, for the team, for
the organization, for customers, and for society. In short,
the Contributor aims to create value for all stakeholders in
his / her life.
What does creating value mean? It means making a positive
difference, a tangible impact, a specific contribution to any
situation. This positive difference or impact can be in the
form of achieving a specific goal, creating a product, creating
‘human touch’ in a particular interaction, or enhancing one’s
own capacity or the capacity of one’s colleagues and team-
mates.
Contributors are therefore extremely result-focused, but the
result is measured in terms of value created.
Focus on Value
[Contributor Practice 2]
8.1 Exploring how to practice “focus on value” pg. 2-5
8.2 Workplace application 1 pg. 6-7
8.5 Project Work pg. 12
What you can do next pg. 13
Swami Vivekananda speaks to you:
Create results pg. 14-15
UNIT 8:
Developing a Contributor Personality

UNIT 8: FOCUS ON VALUE
© JULY 2012 EDITION; ILLUMINE KNOWLEDGE RESOURCES PVT LTD; ALL RIGHTS RESERVED. DEVELOPED BY ILLUMINE FOR THE I-BECOME INITIATIVE
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This Non-contributor Buyer is pleased with his new cell phone
because it is glamorous and “cool”.
This Non-contributor Student wants to reach his class on
time only out of fear of the strict teacher. If the teacher were
not strict, he would try to escape. Thus, his punctuality is
dependent on how strict his teacher is.
This Non-contributor Student is only focused on his failure
to achieve in the exam and the position he has lost because
of that. Thus, this experience is a complete disaster for him.
This Contributor Buyer is pleased with his new cell phone
because of the new capabilities and convenience it will give him.
If the phone is “cool” it is an added benefit.
This Contributor Student wants to reach his class on time
because he believes it will help him. Thus whether anyone
else tells him or not, he will still be on time because he wants
to. Thus, his punctuality is a part of him and will last even
when he grows up and in any situation.
This Contributor Student is disappointed by his failure, but he
focuses on what he can learn from the experience to improve
himself. Thus, though this has been a bad experience, he has
gained value through it.
continued ...
Study the following examples
2.
3.
The Non-contributor Student who focuses only
on the “material value”
The Non-contributor Student who focuses only
1. The Non-contributor Buyer who focuses only
The Contributor Buyer who focuses
on the “human value” first
The Contributor Student who focuses
The Contributor Student who focuses
This new cell phone is bigger
and more fancy than my
previous one.
This new cell phone will give
me some important new
capabilities to make my life
more efficient.
I failed in the exam!
I have lost a year!
I failed in the exam!
I have now learnt the
importance of discipline
and hard work.
If I am late
then the teacher
will be angry.
If I learn to be on time,
then I can achieve so
much more in a day.
Non-contributors focus only on the “material value”. Contributors focus on the “human value”
first (then on the “material value”).
8.1 Exploring how to practice “focus on value”
[CONCEPT EXPLORATION]

SWAMI VIVEKANANDA CONTRIBUTOR PERSONALITY PROGRAM FOR GTU – JULY 2012 BATCH
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... continued
This Non-contributor Friend only looks for an impressive gift
based on its price. He does not think about what value it
can create for his friend. Thus, his gift could end up being
expensive but useless, something that his friend would keep
aside after some time.
This Contributor Friend looks for a gift (within his budget),
that his friend will truly value and like. Thus, whether his gift
is expensive or not, it will definitely be valuable for his friend.
Group Worksheet 8.1:
Similarly (as shown in examples 1-4 above), imagine the following situations to visualize
how the Contributors (who see “human value” first) would respond differently from the
Non-contributors shown (who see only “material value”). Discuss to fill in.
1. Tarak buys a tomato ketchup bottle. When he opens it to use at home, he finds it has gone bad.
On checking, he finds it is long past the expiry date. He goes back to the shop to return it.
One thing I can learn to practice, to become more focused on human value in the way a Contributor is –
continued ...
The Non-contributor Shopkeeper’s response… What is the response of the Contributor Shopkeeper
who is focused on “human value”?
4. The Non-contributor Friend who focuses only
The Contributor Friend who focuses
I should buy my friend the biggest,
most expensive looking gift.
That will impress everyone.
Why should I lose money on this? I
can use the opened bottle as a valid
reason for not taking it back!
Tarak is upset and decides
to never come to this
shop and to also warn
others that this shop sells
expired goods.
What will my friend really value?
I should get him something he will
really like…
You should not have opened the bottle! If
it was past the expiry date you should have
returned it at once. I am sorry! Once sold
I cannot take it back.
[Imagine and fill in…]

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... continued
2. The product development team has spent several months of effort in doing research to
develop a new product. They are hoping their efforts will soon bear fruit. However, due to
financial problems, the management decides to stop the project.
3. The marketing team of a mobile phone service provider is brainstorming on what new
schemes they can offer to customers, so that business improves.
continued ...
The Non-contributor Product Development Team’s
response…
What is the response of the Contributor Product
Development Team who is focused on “human value”?
The Non-contributor Marketing Team’s response… What is the response of the Contributor Marketing
Team which is focused on “human value”?
So many months of effort is lost!!
We invested so much of our time,
effort, money into this – now it is all
wasted… it is all worth zero now!
We have studied all our competitors and
the different phone service schemes
they offer. We can create a scheme with
all those features and more. Then we will
be better than all of them.

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4. Rahul is riding his motor-bike to college. He is getting late. He reaches a red
traffic signal…
... continued
Reflection: How does a contributor’s “focus on human value” help you become more
self-motivated and inner-driven in your choices and actions?
Rahul’s response if he is a Non-contributor … What is Rahul’s response if he is a Contributor
focused on “human value”?
Oh no! A red signal! I am really getting
late… Let me look around to see if there is
a traffic policeman around. If there is no
policeman watching, I can easily skip the
light - no one will catch me…
Explore more on what it means to be a contributor focused on value i-become
AND MORE ...
C1: What it means to
“create value”
C2: Contributors are extremely result-oriented, but
results are measured in terms of value created
[Log into your account on http://gtu.ibecome.in/ and select Unit 8: Focus on Value Foundation Concept Exploration]

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The driver rushed to open the passenger door
for me. He made sure I was comfortably seated
before he closed the door. Then he informed me…
I was quite surprised at the service I was receiving! I first sent an sms to the
client’s office that I would be there in an hour or so, and then decided to take
his advice and relax.
I told him, “Obviously you take great pride in your work. You must have a story
to tell.” He replied…
I came from the village to earn money. Realized that I
love driving cars, being of service and feeling like I have
done a full day’s work. But one thing I know for sure, to be
good in my business I could simply meet the expectations
of my passengers. But, to be GREAT in my business, I had
to EXCEED the customer’s expectations! I want to be
‘great’ rather than just get by being ‘average’.
The traffic is bad today, Sir. It will take us about an
hour or so to reach your destination. Relax and enjoy the
journey, Sir.
There is a newspaper for you to read. Also in case you want
to listen to music, there are tapes you can choose from.
Also see another example of a great customer experience on i-become
A1: How R.Sriram (Founder of the Crosswords Bookstore Chain) with his focus on value,
redefined the customer’s experience in a bookstore
[Log into your account on http://gtu.ibecome.in/ and select Unit 8: Focus on Value Foundation Concept Applications]
I had flown to Mumbai for a client meeting.
Time was limited as after the meeting I had
to catch my return flight. At the airport I was
waiting for a taxi when a spotless cab pulled up.
I still remember that ride.
8.2 Workplace application 1
[CONCEPT APPLICATION]
CASE STUDY

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Creating a “great customer experience” requires an investment of time, money, effort. What
makes this investment worthwhile? What is the value of a “great customer experience”?
Discuss to answer this question by filling in the following –
As a customer yourself, why would you prefer to use a service that provides a great customer
experience (like the service offered by this taxi driver)?
As a service provider, what is the value of the personal satisfaction one receives in providing “a
great customer experience” and doing a great job?
Many service providers say that they want to provide a great customer experience, but over time
they forget the value of this and begin to compromise on the services they provide.
– Why does this happen? What are the barriers that come in the way of keeping the promise of
providing a great customer experience?
– What are the long-term consequences of this – on customers? On the business? On the people
working there?
– What would you recommend to them to overcome these barriers / challenges?
What is the value of a “satisfied customer”? How does it help business?

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Sujal is the head of the organizing committee for the college technology festival.
About 3 weeks back, he found some money missing.
Oh, there is 5000
rupees less.
It must be Mahesh! He is
always so rude and keeps
to himself.
Wait, we should not
jump to conclusions.
Sujal, we should report our
suspicion to the college
authorities.
Sujal talks
to Mahesh.
Initially,
Mahesh is rude
and closed. But
through gentle
persistence,
Sujal gets him
talking. He
realizes that
Mahesh is
innocent.
Despite searching
extensively,
when they don’t
find the money,
Sujal asks some
of his friends
to contribute
towards replacing
the lost money
(while others
continue to doubt).
Several weeks later…
I believe in you. Somebody
else has taken the money.
We have to find out who.
I am paying the
price for being
unpopular!
Thank God you did not
listen to us accusing
Mahesh, Sujal. We’re sorry!
We found who took
the money. Mahesh is
innocent.
SCENARIO

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In this situation, explore what value Sujal would have created. Discuss to fill in this worksheet.
[HINT: Think of the ‘human value’ as well as ‘material value’ received]
What value did Mahesh receive? What value did the other members of the
organizing committee receive?
What value did the College receive? What value did Sujal receive?

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Mishra and Sharma are both highly knowledgeable shift supervisors, respected for their expertise, in the production
plant of a pharmaceutical company. The senior management notices that workers in Mishra’s shift enjoy their work
and are highly motivated and committed – however, workers in Sharma’s shift are sullen, ‘mechanical’ in their
work, and take leave very often. Sharma also complains that the workers in his shift are incompetent. The senior
management decides to find out why. Their findings –
Mishra wants work to be error-free. When Mishra
observes mistakes being made in production, he
points these out to the plant workers explaining
the full logic of the compounds and procedures.
He further encourages questions helping them
understand linkages to work being done in other
departments. He guides them on how to improve
their work.
Sharma wants work to be error-free. He dislikes
incompetence – when he observes mistakes,
he takes serious action against the culprit. He
discourages ‘unnecessary’ questioning and shouts
at them, telling them to focus on their own work and
not ask questions that are out of scope of their work.
MISHRA SHARMA
SCENARIO

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Both Mishra and Sharma achieved the results i.e. error-free work. However, the “value” they
created was different. Compare the value created by each of them.
Discuss to answer, by filling in –
Value created by Mishra Value created by Sharma
What value did Mishra create for the organization?
What value did Mishra create for himself? What value did Sharma create for himself?
What value did Mishra create for his team
members?
What value did Sharma create for his team
members?
What value did Sharma create for the organization?

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Field Work
8.5 Project Work
Project Goal: To study how people have demonstrated a “focus on human value” in their work and the
work practices they followed to do this.
STEP 1: Identify any 3 “contributors” who you believe have created a lot of value in his / her professional life.
STEP 2: Decide how you are going to present your project. As a –
• Home-video project (recording a video of interviews etc. to make a short-film on the case), OR
• Slide presentation (with photographs, factual data, insights, sound / music, etc.), OR
• Poster presentation (with photographs, factual data, insights, etc.)
STEP 3: Interview each of these 3 people (and others who work with them and can talk about them), to
find out –
FOR EACH PERSON –
• 2-3 incidents from their professional / work-life where they felt they created a lot of value
• In each of these incidents, who were all the stakeholders / groups of people involved
• What is the value s/he created for each stakeholder / group of people
• Were there any specific approaches or practices s/he followed that helped him / her be more value-
focused as a contributor would be?
STEP 4: Make your final presentation with a separate section on each of the 3 chosen contributors,
with slides devoted to each of the questions in Step 3 above. Add a concluding slide summarizing any
approaches / practices you learnt from these people that will help you become more of a contributor
“focused on value”.
STEP 5: Present in the class.
[Log into your account on http://gtu.ibecome.in/ and select Unit 8: Focus on Value Foundation
Concept Applications]
OR do the above project (using the same 5 steps as a guideline) for any of the true case stories of contributors
at work on i-become
A2: THOMAS EDISON A3: DHIRUBHAI AMBANI A4: DR. SHAKUNTALA A5: ASHOKBHAI
Inventor Indian business magnate
and entrepreneur
The teacher Principal of the blind
school
A6: PHILIP
An innovative
engineer
NOTE: Don’t just present these clips directly. Instead, study the contributor’s approach in the chosen clip, and then answer
the questions given in Step 3 above. Compile your answers to build your presentation.

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What you can do next:
Practice for Examinations on i-become
• Do the quizzes and practice tests to get an idea of what to expect in the examination.
• To access these –
– Log into your ActivGuide account on http://gtu.ibecome.in/
– Select Unit 8: Focus on Value Exam Revision
Attend the Contributor Classroom for Unit 8 (on Facebook )
• An online discussion session will be conducted for Unit 8, in the Contributor Classroom, to explore
the practice of “focus on value”.
• Join students and faculty from across GTU as we discuss this topic.
• To participate –
– Go to https://www.facebook.com/groups/CPP.July2012/
– Log in with your own Facebook account (if you don’t have one already, create new)
– Click on “join group” button to join the Contributor Classroom
– Once the group moderator approves, you can attend these discussions
– Make sure you register early enough so that you don’t miss these sessions
• To know the schedules for this, check your email / the i-become Facebook page
https://www.facebook.com/ibecomeInitiative

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“
“
“
People of foreign countries are turning out such
golden results from the raw materials produced
in your country, and you, like asses of burden, are
only carrying their load. The people of foreign
countries import Indian raw goods, manufacture
various commodities by bringing their intelligence
to bear upon them, and become great; whereas you
have locked up your intelligence, thrown away your
inherited wealth to others, and roam about crying
piteously for food.
If there is no mutual exchange, do you
think anybody cares for anybody else?
In the West I have found that those
who are in the employment of others
have their seats fixed in the back rows
intheParliament,whilethefrontseats
are reserved for those who have made
themselves famous by self-exertion, or
education, or intelligence.
A carriage with four horses may rush down a hill
unrestrained, or the coachman may curb the horses.
Which is the greater manifestation of power, to
let them go or to hold them? A cannon-ball flying
through the air goes a long distance and falls.
Another is cut short in its flight by striking against
a wall, and the impact generates intense heat.
All outgoing energy following a selfish motive is
frittered away; it will not cause power to return to
you; but if restrained, it will result in development
of power. This self-control will tend to produce a
mighty will, a character which makes a Christ or a
Buddha.
Swami Vivekananda speaks to you
Create results
Swami Vivekananda was extremely result-oriented. He expected that individuals do not
merely “work”, but work in order to achieve results and create value for themselves and society.

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“
“
Even with the awakening of
knowledge, the potter will remain
a potter, the fisherman a fisherman,
the peasant a peasant. Why should
they leave their hereditary calling?
“–Don’tgiveuptheworktowhich
youwereborn,evenifitbeattended
with defects.” If they are taught in
this way, why should they give up
their respective callings? Rather
they will apply their knowledge to
the better performance of the work
to which they have been born.
Doing is very good, but that
comes from thinking. Little
manifestations of energy through
the muscles are called work. But
where there is no thought, there
will be no work. Fill the brain,
therefore, with high thoughts,
highest ideals, place them day and
night before you, and out of that
will come great work.
Swami Vivekananda at Nadiad – 1
Manasukhram Tripathi was the uncle of one the greatest literary
figures that Gujarat produced in the last century, Govardhanram
M. Tripathi (b.1855, d.1907). It was Manasukhram who moulded
the mind of his beloved nephew through all the vicissitudes of life.
Govardhanram was not only a great novelist, but also a poet of
considerable merit and a distinguished writer of Gujarati prose.
His magnum opus Saraswatichandra, published in four parts, is
a landmark in the history of Gujarati literature. It is essentially an
offering of devotion unto the motherland and the spiritual culture
she stands for.
It is not known whether Govardhanram met Swami Vivekananda
during his visit to Nadiad. But the fact that he had read Swami
Vivekananda’s works and was deeply inspired by his message is
evident from his Scrap Book (3 vols, 7 parts), published after his
demise in 1959. According to Ushnas, one of the famous poets
of contemporary Gujarati literature, the third and fourth parts
of Saraswatichandra, which were published in 1894 and 1901
respectively, after Swami Vivekananda’s visit to Nadiad, clearly
shows the influence of Swami Vivekananda’s Practical Vedanta
on the writer.
Source: Shri Ramakrishna Ashrama, Rajkot, website (www.rkmrajkot.org)Source: The Complete Works of Swami Vivekananda
(Published by Advaita Ashrama, 5 Dehi Entally Road,
Kolkata 14, India)
Nadiad

The material in this workbook is meant to be studied
along with the material available at gtu.ibecome.in
You will find videos, concept presentations, quizzes
to improve your understanding of the topic.
Workbook printed from I-Become ActivGuide

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