PM Narendra Modi is My Inspiration

In a previous post, I had talked about how PM Modi’s inspirational storytelling approach had inspired me to create 7E model of Storytelling. (7Es of storytelling include Empathy, Emotional connect, Edutainment, Evocation, Eloquence, Energy and Engagement)

Once we have learnt required knowledge, skills and attitudes (KSA) for a profession, the next natural step is to communicate our values, strengths and offerings to the target audience. This process is usually called brand building. A brand built without required KSA has a shallow foundation and will not survive long. (In fact, such a process is image manipulation and not brand building)

From Branding, the journey to Bonding, the destination

Year 2014. I came across a news report about an investment summit in Gujarat and the quote of PM Narendra Modi (Then Gujarat Chief Minister), “Bonding is more powerful than Branding”.

The connection between branding and bonding took me by surprise and I began to research more about the connect. I believe an average human being is like a half glass full. The empty part is base feeling (what’s in for me or I, me, mine) and full part is higher emotion (beyond self or others/ society). A saint can be a full or almost full glass filled with higher emotions who has transcended self but unenlightened mortals like me are half glass full.

Modiji’s quote had got stuck in my sub-conscious and few days later, I brainstormed and came up with two punch lines for our boutique agency AL Services.
a)      Branding is just a journey, Bonding is the destination
b)      From Branding, the journey to Bonding, the destination

And we zeroed on the second one finally.

Lessons in Bonding

A very challenging question came from a C level executive recently. He asked me, "Why do you talk about from 'Branding to Bonding'? Why not use the reverse, from 'Bonding to Branding'? We should build relationships with people and then take their help in building reputation."

I had to google whatever little grey matter I have and replied, "Branding assists in communicating our values, interests and competencies, which helps in finding the like-minded people for bonding. Also, Branding is a self-oriented lower emotion and Bonding is an altruistic or other-oriented higher emotion."

I continued, "And we need to evolve from lower emotions to higher emotions in my view."

After my storytelling lessons, now I am taking lessons from PM Modi on bonding. “Mann Ki Baat” program on radio is a good example of how the PM is trying to connect with citizens emotionally. Listening to the followers is symbolic of great leadership. And bonding is the ultimate thing a leader can do. Modiji has often broken his security ring to interact with children and to bond with them.  

In fact inspired by bonding concept of PM Modi, I have written a series of blog posts on LinkedIn such as, “Goodbye Networking, Hello Bonding” which have garnered a very enthusiastic response.

A Man on A Mission

(Image Source- Mint)

After Bonding what next?

So PM Modi, what comes next after bonding? Is there a destination beyond this destination? Or is "Moksha from the bonds" is the final destination in the human journey?

Modiji, I await your answer. 

Brief Profile

Dr Amit Nagpal, PhD is a Business Storyteller, Keynote Speaker and Digital Storytelling Coach. He is one of the pioneers of digital storytelling in India. After working for more than two decades in academics, and corporates (including publishing, television and digital marketing), he realised teaching is meditationand storytelling is Nirvana.

He is also Chief Inspirational Storyteller at AL Services. AL Services has co-created stories of some of the most inspiring people in India & abroad. He tweets at @DrAmitInspires. To connect / follow on social media, visit

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