We come across many unique and different kinds of personalities across all walks of life. A recent research pointed out that an average person encounters more than half a million types of personalities over his/her lifetime. In fact the same individual may present very different and contrasting facets of his personality at separate instances.
One of the best places where you can observe a unique set of personalities is an airport. Recently I had to catch a flight from the Bangalore airport, and it so happened that I turned up at the airport well before my scheduled departure. Anyone who has been to this airport knows pretty well that there are ample outlets inside the airport premises where you can spend time. I chose to sit down at one of the seating arrangements just outside the entry gate of the departure terminal. This offered me a good look at not only the entry gate, but also of the innumerable airline counters on the outside and of the food outlets, which were swarming with people at 5:30 in the morning. And as anyone can guess, I had a pretty good learning experience about people’s psyche in the next one hour!
The food outlets in themselves seemed to draw more people than the terminal itself. Strategically located all around the terminal gates, everybody who would look at them was reminded that he/she was hungry at that time in morning, and would go out to satisfy his quest. In fact, on an average, every passenger was accompanied by at least one person who came just to see off the passenger (it was a great example of the “family” and collectivist nature of Indian society, given the considerable distance of the Bangalore airport from the city. And it’s this lot of “see-offers” who were more interested in the food outlets, than anybody else. Was the food they offered really delectable or was it something else that was driving this behavior? Were the people really hungry, or did they eat something to satisfy some other urge? It seemed as if it was more of a ritual which most of the people followed diligently. Even yours truly could not resist the temptation of a Paneer Kathi roll for long, and fell for it – Ahh…what a wholesome experience that was.
The most mundane and repetitive was the work of the security guards at the entry, who would check the tickets and identity of every traveler. And making their lives tough were people, who would not be ready with their identity proofs, despite a suitably displayed placard requesting them to do so. Another typical set of travelers existed who would look blankly at the security personnel when asked for a an identity proof, then would search through their pockets – right, left and back pocket…and then would come out their prized possession – a typically soiled driving license, a PAN card or equivalent. But yes, overall the people were not so aggressive and would amiably cooperate with the security person. Then there were people who could find no better use of the trolleys than to give a ride to their kids.
I don’t know whether this pattern of behavior would be the same across different cultures, or was there some specific influence of the Indian culture in it. Generally the people who travel by air are supposed to be the towards the upper end of the socio-economic spectrum, so we even can’t generalize their behavior as a representative set of the Pan Indian culture. But one can definitely witness varying facets of human behavior, governed by the personality aspects at a place like airport.
Tuesday, August 17, 2010
Thursday, August 12, 2010
Much ado about hairdo
The moment I got my turn to be perched on the king’s chair, the barber came to me with the typical cover, wrapped me in it and then looked at me expecting me to tell what I wanted. I figured that my already overgrown hair would be a clear signal to the barber about what I needed, but as always, I asked him “haircut – medium”. Enough to send across the message, I wandered in my own ocean of thoughts after that – letting the barber use his ingenuity on my hairstyle.
Apparently, getting a haircut or a shave is one of the simplest things in life. You don’t really need to bother as to which hairstyle or beard style you need next, unless you are so very particular about it. But let’s assume for a moment that it was not the case – that there were a prescribed set of hair styles that were ‘allowed’, and at best, you had the freedom to choose one from them. Unrealistic na? Well, not so everywhere. Few days back I was reading an article where how someone in Iran was dragged to the court because he was sporting a curly-spiky haircut. The prosecution argued that such an act would be a symbol of western influence on their culture. Now this gentleman beautifully pleaded that his hair style was more of an Afro-American style, and given the fact that a number of Black Americans had converted to Islam, he was showing his deference to their act them by adopting their hair style – and bingo, he was released by the court ! Any lawyers reading this, better learn a lesson or two from this guy! The story goes that later authorities released a list of ‘approved’ haircuts.
Sometime back, North Korea released guidelines on what is the kind of haircuts that its citizens were allowed to have – the message went like ‘trim it as per the socialist principles’. I wonder what would happen to the hair styles of the Warren Buffets and Carlos Slims if we start doing so as per the capitalist principles.
Typically, the hair styles have emerged in a way where every new generation has favored those styles which are in defiance to the previous generation. Pretty logical, huh? And when all the turns and twists and shapes were exhausted – some good FMCG marketing chap had the ingenuity to launch the hair colors. These MBAs, I tell you. I wonder what’s next in store.
Nevertheless, as it goes, one can find so many instances across the world where people or regimes have had devoted more attention to haircuts than it actually deserved. Whether it’s a hairstyle sported by some celebrity like Beckham, or the command of some authoritarian dictator – there have been multiple sources to influence ones haircut. Well, I am still waiting for the one to influence mine.
Friday, August 7, 2009
The Glare 'Which' Project
Since time immemorial, I was thinking of getting my eyes checked by an optician, and in all probability was expecting a further decrease in my vision power. Or shall I say I was expecting to get more myopic, given the fact that it was becoming more and more difficult for me to read what some of the professors wrote in their sweet little fonts on the white and black boards in the classrooms. Sometimes I wondered if some of them thought that it was a global standard to follow Times New Roman Font size 12 not only on the word documents, but also on the class room boards. Nevertheless, one fine day I finally managed to visit a prominent eye care store downtown.
Having enquired about the rates for a vision check, I went ahead with it. The person who attended to me seemingly knew a lot about the terminology related to opthalmics and threw a lot of half phrased gyaan at me in his broken English. All through he was checking my eyes, he was speaking words like spherical vision, fiber lenses, high index and the most frequently dropped word was “anti glare”. With some background in science and technology, I took pride in the fact that I could somewhat make sense of whatever terms he was speaking. Thereafter, when I ordered the lenses and chose the frame, I was glad to know that he could deliver me the glasses within 2 hours. So I happily decided to sit down for two hours for coming down all the way to city from my campus demanded a comparably higher investment in all kinds of resources.
In the next two hours, I noticed what is called as the beauty of sales. A good number of customers dropped in, and I saw how brilliantly the same salesman cum optician was convincing people to use anti glare, and high index glasses. In fact, many a times the conversation was in regional dialect but it was apparent how the sales guy would throw in the benefits of the anti glare coating and would scratch on the glass and show people the coating (Though even after two hours I could not figure out what was he trying to show about the ‘Anti Glare’ coating by scratching on the glass). The best part came in when he would ask people to wear an anti glare pair of zero power glasses and look at the television, and then do the same using ordinary glasses. Through my experience of last 5 years of using anti glare glasses, I know that one cannot find any perceptible difference in the two situations just by trying the glasses for a minute. But to my utter amazement, people actually agreed that they could find a difference between both the exercises! This is very typical of a consumer’s behavior that one actually starts to feel the difference if he knows about it before hand. In our case, the salesperson was so convincing and smart that he would point to various colors and sharp features on the television, and ask the customer to notice the difference in a way as if it was in black and white. There were people who had never sat in front of a computer terminal or never intended to do so in foreseeable future, but the salesman could manipulate them to buy the costlier and higher margin ‘anti glare’ glasses. This is again typical of many consumers that they purchase products whose features are way beyond their foreseeable utilitarian needs. In fact, this kind of a buying behavior is especially observable when people go to buy mobiles. The height of the situation was when a person claimed that he was using an anti glare screen for his desktop, and so did not need an anti glare coated pair of glasses. The salesman beautifully answered his concern by explaining to him the different types of glares, the angles at which they work (He actually drew a diagram on a paper!) and how the desktop anti glare screen could prevent ‘one kind of glare’ and not the ‘other kind of glares’! I was dumbstruck….and so was the poor customer who was left wondering why the PC company did not take care of the remaining ‘kinds of glares’ while making the anti-glare screen. My entire fundamentals of physics was shaken, as it was the first time I was hearing about ‘different kinds of glares’ and that too from an ordinary looking, a not so intelligent, salesman of an eye care store. Nevertheless, I got my glasses in the mean time. And so I left the store being much more educated about ‘Which glares’ and ‘What glares’, than what I previously knew about, and certainly with an added insight into consumer behavior and the art of sales.
My learning for the day – ‘If you are sure that you know little about something, try to sound all the more convincing and confident about it – and more than half the world will fall for it’.
In the next two hours, I noticed what is called as the beauty of sales. A good number of customers dropped in, and I saw how brilliantly the same salesman cum optician was convincing people to use anti glare, and high index glasses. In fact, many a times the conversation was in regional dialect but it was apparent how the sales guy would throw in the benefits of the anti glare coating and would scratch on the glass and show people the coating (Though even after two hours I could not figure out what was he trying to show about the ‘Anti Glare’ coating by scratching on the glass). The best part came in when he would ask people to wear an anti glare pair of zero power glasses and look at the television, and then do the same using ordinary glasses. Through my experience of last 5 years of using anti glare glasses, I know that one cannot find any perceptible difference in the two situations just by trying the glasses for a minute. But to my utter amazement, people actually agreed that they could find a difference between both the exercises! This is very typical of a consumer’s behavior that one actually starts to feel the difference if he knows about it before hand. In our case, the salesperson was so convincing and smart that he would point to various colors and sharp features on the television, and ask the customer to notice the difference in a way as if it was in black and white. There were people who had never sat in front of a computer terminal or never intended to do so in foreseeable future, but the salesman could manipulate them to buy the costlier and higher margin ‘anti glare’ glasses. This is again typical of many consumers that they purchase products whose features are way beyond their foreseeable utilitarian needs. In fact, this kind of a buying behavior is especially observable when people go to buy mobiles. The height of the situation was when a person claimed that he was using an anti glare screen for his desktop, and so did not need an anti glare coated pair of glasses. The salesman beautifully answered his concern by explaining to him the different types of glares, the angles at which they work (He actually drew a diagram on a paper!) and how the desktop anti glare screen could prevent ‘one kind of glare’ and not the ‘other kind of glares’! I was dumbstruck….and so was the poor customer who was left wondering why the PC company did not take care of the remaining ‘kinds of glares’ while making the anti-glare screen. My entire fundamentals of physics was shaken, as it was the first time I was hearing about ‘different kinds of glares’ and that too from an ordinary looking, a not so intelligent, salesman of an eye care store. Nevertheless, I got my glasses in the mean time. And so I left the store being much more educated about ‘Which glares’ and ‘What glares’, than what I previously knew about, and certainly with an added insight into consumer behavior and the art of sales.
My learning for the day – ‘If you are sure that you know little about something, try to sound all the more convincing and confident about it – and more than half the world will fall for it’.
Toothpaste vs. Toothbrush: Commodity or Brand
Recently I had the opportunity to work with a leading oral care company in India. Having been in this field for more than 75 years, they are the established leaders in the field. The product portfolio of the oral care category of the company primarily consists of some of the most popular toothbrushes and toothpastes sold in the country. I was working on their toothbrush subcategory, and one of my assignments was to figure out the extent of brand awareness and loyalty shoppers exhibit when they purchase a toothbrush.
I carried out shopper intercept studies across various retail environments, and came out with some interesting insights. In India, people generally tend to lay much more emphasis on the toothpaste they use rather than the toothbrush they use. While purchasing toothpaste, a shopper is generally sure of what kind of toothpaste she is looking for. This leads to a significant (if not very strong) brand loyalty. A shopper knows that she wants, say, something like a toothpaste which has cooling crystals, gives fresh breath and may be a herbal one. People even go to the extent of associating freshness of breath provided by a tooth paste with its transparency. They tend to identify themselves with the characters in the toothpaste advertisements they watch on TV. This makes their choice of toothpaste satisfy not only their utilitarian needs but also the hedonistic needs.
In contrast, the conventionally agreed upon approach of the tooth brush shopper is that she exhibits little brand loyalty and most of the times it is more of pick-whatever-is-available kind of purchase resulting in the toothbrushes being categorized more of in the commodity segment. Also, the conventional belief among marketers is that while purchasing a toothbrush a shopper ends up experimenting a lot more often. They often feel that last time I used this particular toothbrush, so this time let me use another one. But I did have a slightly different opinion after my research. Typically, Indian shoppers tend to be more particular about the price point or the price segment into which a tooth brush falls. But given a choice between comparables in the same price segment, shoppers do exhibit a brand preference. For example, one of the conclusions that I could derive from my intercept studies was that more than 70% of the shoppers responded as being brand conscious while purchasing a tooth brush, which was vindicated by a close observation of their purchase decision in the retail environment .It revealed that unconsciously the shopper was more pre-disposed towards some particular brand. This was much more evident in urban areas where the shopper is more informed. Surprisingly, it also came out from my studies that shoppers are generally indifferent towards the features in the toothbrush, because they feel that despite every company claiming that their bristle shape or handle design is superior, their perception is that they are all the same. In fact, the color and appearance of the toothbrush played a bigger role in driving the purchase decision than the features.
This definitely gives us an understanding of the consumer behavior. The shopper feels that the features (which at least theoretically are more important to satisfy the utilitarian needs) takes a back seat while making a purchase decision and the color and appearance of the toothbrush are among the prime determinants of the purchase. Brand consciousness, which earlier was only for tooth pastes, has crept in the minds of tooth brush shoppers also and no longer can a company afford to treat it as a commodity. In fact this has happened with a leading FMCG multinational, which despite repeated cues continued to regard tooth brushes as a commodity, probably because it has a huge product portfolio to take care of, and has lost market share consistently in the tooth brush sub category for the last 2-3 years. There is definitely a need and opportunity for the marketer to influence the tooth brush purchase decision of the shopper - either through media promotions or through in store execution like POP material or visibility aids, which may drive an impulse recall of an existing need or at least create an awareness about the brand in the minds of the shopper.
I carried out shopper intercept studies across various retail environments, and came out with some interesting insights. In India, people generally tend to lay much more emphasis on the toothpaste they use rather than the toothbrush they use. While purchasing toothpaste, a shopper is generally sure of what kind of toothpaste she is looking for. This leads to a significant (if not very strong) brand loyalty. A shopper knows that she wants, say, something like a toothpaste which has cooling crystals, gives fresh breath and may be a herbal one. People even go to the extent of associating freshness of breath provided by a tooth paste with its transparency. They tend to identify themselves with the characters in the toothpaste advertisements they watch on TV. This makes their choice of toothpaste satisfy not only their utilitarian needs but also the hedonistic needs.
In contrast, the conventionally agreed upon approach of the tooth brush shopper is that she exhibits little brand loyalty and most of the times it is more of pick-whatever-is-available kind of purchase resulting in the toothbrushes being categorized more of in the commodity segment. Also, the conventional belief among marketers is that while purchasing a toothbrush a shopper ends up experimenting a lot more often. They often feel that last time I used this particular toothbrush, so this time let me use another one. But I did have a slightly different opinion after my research. Typically, Indian shoppers tend to be more particular about the price point or the price segment into which a tooth brush falls. But given a choice between comparables in the same price segment, shoppers do exhibit a brand preference. For example, one of the conclusions that I could derive from my intercept studies was that more than 70% of the shoppers responded as being brand conscious while purchasing a tooth brush, which was vindicated by a close observation of their purchase decision in the retail environment .It revealed that unconsciously the shopper was more pre-disposed towards some particular brand. This was much more evident in urban areas where the shopper is more informed. Surprisingly, it also came out from my studies that shoppers are generally indifferent towards the features in the toothbrush, because they feel that despite every company claiming that their bristle shape or handle design is superior, their perception is that they are all the same. In fact, the color and appearance of the toothbrush played a bigger role in driving the purchase decision than the features.
This definitely gives us an understanding of the consumer behavior. The shopper feels that the features (which at least theoretically are more important to satisfy the utilitarian needs) takes a back seat while making a purchase decision and the color and appearance of the toothbrush are among the prime determinants of the purchase. Brand consciousness, which earlier was only for tooth pastes, has crept in the minds of tooth brush shoppers also and no longer can a company afford to treat it as a commodity. In fact this has happened with a leading FMCG multinational, which despite repeated cues continued to regard tooth brushes as a commodity, probably because it has a huge product portfolio to take care of, and has lost market share consistently in the tooth brush sub category for the last 2-3 years. There is definitely a need and opportunity for the marketer to influence the tooth brush purchase decision of the shopper - either through media promotions or through in store execution like POP material or visibility aids, which may drive an impulse recall of an existing need or at least create an awareness about the brand in the minds of the shopper.
Love Thy Gadget !
People find love in many ways. There are some who met someone once and said that “whoa !! this is the person that I have been looking for”. Then there is this category of people who are not sure about what kind of a person they want even after “trying and testing” a plethora of different personalities. But seeking love can lead a person to many different destinations, one of the more prevalent ones these days being a deep love and passion for gadgets. In fact, recently I came across an article which mentions that the biggest gadget freaks are the ones who are lonely, and seek love desperately. Gadgets provide a sense of belongingness and identity to a lot of people. There are certain electronics companies which concentrate their entire marketing efforts around this theme of a gadget being a part of an individual or better still an individual himself, rather than just being an object.
At this point of time, I would like to clearly point out the difference between an appliance and a gadget. If you notice the buying behavior of consumers for an appliance like say TV, Refrigerator, AC etc. and compare them the buying behavior of the same set of consumers while buying gadgets like mobiles, Music players, Laptops or PCs, Video Games, one comes to notice a stark difference. Though are high involvement purchase decisions, but the kind of passion and cult following that is noticed in purchase decisions for gadgets, is nowhere to be found in other day to day home appliances. People are very particular about the specific features, and generally tend to pay premiums for features which they may or may not use ever in their lives. In fact, an average consumer seeks a higher utilitarian value than emotional or hedonistic values while buying a home appliance, but seeks a higher hedonistic and emotional value than utilitarian value while buying gadgets. Drill down the demography further, it becomes apparent that the its particularly the school-college going youngsters who are very particular about the features of their gadgets whether they use it or not, while the grown ups or the working class adopts a more utilitarian approach despite the fact that they have a higher purchasing power and more financial independence.
Marketers are evolving novel ideas to convince people about how important gadgets are in ones lives. Gadgets are becoming a favored gift item for youngsters. All gadget brands have been ascribed distinct personalities in the minds of the consumers – party due to marketing efforts and partly due to high usage and adoption. There are minimarts in metros which have started to store gadgets alongside their day to day eatables. In fact, the last decade was aptly called as “Gadget Decade” by a leading publication. The love for gadgets is indeed a very passionate one for many who are very particular about their gadgets, and maybe instead of Love thy neighbour, a lot of people believe in love thy gizmo.
At this point of time, I would like to clearly point out the difference between an appliance and a gadget. If you notice the buying behavior of consumers for an appliance like say TV, Refrigerator, AC etc. and compare them the buying behavior of the same set of consumers while buying gadgets like mobiles, Music players, Laptops or PCs, Video Games, one comes to notice a stark difference. Though are high involvement purchase decisions, but the kind of passion and cult following that is noticed in purchase decisions for gadgets, is nowhere to be found in other day to day home appliances. People are very particular about the specific features, and generally tend to pay premiums for features which they may or may not use ever in their lives. In fact, an average consumer seeks a higher utilitarian value than emotional or hedonistic values while buying a home appliance, but seeks a higher hedonistic and emotional value than utilitarian value while buying gadgets. Drill down the demography further, it becomes apparent that the its particularly the school-college going youngsters who are very particular about the features of their gadgets whether they use it or not, while the grown ups or the working class adopts a more utilitarian approach despite the fact that they have a higher purchasing power and more financial independence.
Marketers are evolving novel ideas to convince people about how important gadgets are in ones lives. Gadgets are becoming a favored gift item for youngsters. All gadget brands have been ascribed distinct personalities in the minds of the consumers – party due to marketing efforts and partly due to high usage and adoption. There are minimarts in metros which have started to store gadgets alongside their day to day eatables. In fact, the last decade was aptly called as “Gadget Decade” by a leading publication. The love for gadgets is indeed a very passionate one for many who are very particular about their gadgets, and maybe instead of Love thy neighbour, a lot of people believe in love thy gizmo.
Saturday, August 2, 2008
The opposition to the launch of new IITs: Is it actually called for?
Yesterday I was reading an article in the online version of a leading daily in India. The article was about the launch of the eight new IITs. I noticed that almost all those who had posted their comments were very critical of the Government’s decision to launch the new IITs – a majority of them concerned with the “Dilution” of the IIT Brand, and the rest very apprehensive about the quality of these institutes. I was pretty surprised to see the level of “concern” and “awareness” showed by the readers of that section.
With all due respect to the school of thought raising the hue and cry about the so called “Brand dilution” of IITs, there is only one thing I would like to say: This is no longer an era of exclusivity. You have to make provisions for more and more people to have access to the best in class facilities, particularly so in a country like India, where the demand for quality higher education has evolved itself into a cut throat competition. The market for higher education can’t be treated as a niche market where only premium limited edition goods can be supplied. Especially, when it comes to the Government, it is its responsibility to ensure an inclusive growth – which ranges from establishing primary schools and good colleges, to ensuring that the benefit of the well established brand “IIT” reaches the maximum possible width of the deserving population. I know that this stand that I am taking is very much against what typical IITians or other educated elite in the country take. But there is a reason behind this.
To begin with, let’s have a look at the selection procedure of IITs, i.e., the IIT JEE. Every year more than 2 lakh people appear for IIT JEE, but only a select 5000 or so get admission to these prestigious institutes . Is it that the other 1,95,000 people do not have the “optimum” quality level ? Or is it something else? Well, if 5000 people make it to the IITs, there is the next 10-15000 at least who have the similar level of intellect, and have missed the so called “Merit List (I should say the name itself sounds very derogatory to the people who do not get selected)”, by maybe a mark or two in the examination. For all the ignorant souls, I would like to clarify that the difference between say a rank 3000 and rank 4000 in IIT JEE is somewhere around 4-5 marks (an unofficial, but a very standard figure). If those 10-15000 odd people would have figured out how to answer one more question in the paper, they would have made to the “elite league” of Indian brain. But alas, they couldn’t do so and so are deemed to be unfit for an IIT.
So, what is the solution for this? I know many of you would say that this is a universal phenomenon with no solution. But isn’t it akin to saying that global warming is a universal phenomenon with no solution? Isn’t it akin to saying that poverty, illiteracy and corruption are universal phenomenon and hence no solution for them is possible? Actually, this is a classic example of supply-demand mismatch. A seat in an IIT is something very good which is available at a minimal economic cost, and hence the heavy demand. This is simple economics and nothing else. So, shouldn’t steps be taken to increase the supply so as to bridge the gap as far as possible? Any rational person who is able to take a non-prejudiced stand knows the answer to this question.
Then why there is so much of a hue and cry about the issue? First and foremost, it is a natural human tendency to oppose any inclusion. Particularly in India, I don’t know why people are so against inclusion when there is such a heavy need for it. It was a big irony that when a ground breaking innovation like Tata Nano was launched, some people made lots of noises that it will lead to a clutter on the Indian roads, which are already struggling with the heavy traffic. And believe me, those who say this are none but the “elite” of the society who already have separate cars for their spouses and sons and daughters. I remember reading a debate in a newspaper, where the person opposing the concept of Tata Nano went to the extent of calling it a “danger to the well being and prosperity of the nation”. So, which one is a better solution - Not to launch cars like Nano, which will revolutionize the automobile industry, or encourage more such innovations towards inclusion and at the same time take steps to improve the traffic conditions on roads ? Exactly on the same lines, which one is a better solution - To maintain the exclusivity of the IITs and prevent a large pool of talented young people of the country from getting the IIT brand, or to increase the seats and launching new IITs and at the same time taking steps to maintain and increase the quality of these institutions? A sheer prejudiced approach that “quantity is inversely proportional to quality” is totally invalid and passé now. Anyone who is familiar with the Dabbawalas of Mumbai will probably agree with me – They deliver lunch packets to lakhs in Mumbai, but still enjoy a six sigma rating. You can do the mathematics.
Another concern is that the quality of education and infrastructure at the newly launched IITs is very inferior, compared with the other IITs. Indeed, this is a very valid point. But, if we wait for the day when a new lavish IIT complex with a sprawling campus and world class laboratories and classrooms is ready, to start the classes, it will be something like spending ones whole life preparing to live a life. The Government’s decision to start off the new IITs from temporary campuses is commendable indeed. For those who do not know, most of the present days IITs were started off from makeshift arrangements, and there is no need to mention the heights they have achieved today. The biggest reflection of the institute’s quality is the performance of the students of an institute – much more than the laboratories, the academics, the hostels, sports facilities or any other thing.
Therefore, what I would like to say is that one should not bluntly conclude that launching the new IITs is all that wrong, and the Government is thinking about nothing but its vote bank by launching the new IITs. One should adopt a cost-benefit analysis based approach, and only then come to any conclusion about the issue, or as a matter of fact for any issue.I am sure if the readers can think on these lines, they will not find the decision to launch the new IITs all that wrong.
Friday, April 25, 2008
The way we are now, it's alright.
There is music all around which these senses can discern and feel
Audible In the cacophony of city, audible in the silence of loneliness
I hear the song and I love the beats, I want others to listen it with me
That's the way things are out here, The way we are now, it's alright.
Sometimes I think I missed some out, sometimes I think I seek more than I deserve
Always craving for things out there, always looking beyond things in here
A lot of time, but a lot more of time-taking preoccupations and prejudices
That's the way things are out here, The way we are now, it's alright.
It's a beautiful world out there, yearning for a beholder who is ready to unlearn
A beholder out of the concrete, who doesn't spend his life preparing to live a life
Someone who doesn't think There will be time, there will be time
That's the way things are out here, The way we are now, it's alright.
It isn't because I want to give, it isn't because I want to share my freedom
It isn't because I want to fly, It isn't because I want to roam free
It is because I am a selfish man, it is because I want to be happy and live
That's the way things are out here, The way we are now, it's alright.
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