Fighterization of food

One of the topics that I’d introduced on my blog not so long ago was “fighterization“. The funda was basically about how professions that are inherently stud are “fighterzied” so that a larger number of people can participate in it, and a larger number of people can be served. In the original post, I had written about how strategy consulting has completely changed based on fighterization.

After that, I pointed out about how processes are set – my hypothesis being that the “process” is something that some stud would have followed, and which some people liked because of which it became a process. And more recently, I wrote about the fighterization of Carnatic music, which is an exception to the general rule. Classical music has not been fighterized so as to enable more people to participate, or to serve a larger market. It has naturally evolved this way.

And even more recently, I had talked about how “stud instructions” (which are looser, and more ‘principles based’) are inherently different from “fighter instructions” (which are basically a set of rules). Ravi, in a comment on Mohit‘s google reader shared items, said it’s like rule-based versus principles-based regulation.

Today I was reading this Vir Sanghvi piece on Lucknowi cuisine, which among other things talks about the fact that it is pulao that is made in Lucknow, and now biryani; and about the general declining standards at the Taj Lucknow. However, the part that caught my eye, which has resulted in this post with an ultra-long introduction was this statement:

The secret of good Lucknowi cooking, he said, is not the recipe. It is the hand. A chef has to know when to add what and depending on the water, the quality of the meat etc, it’s never exactly the same process. A great chef will have the confidence to improvise and to extract the maximum flavour from the ingredients.

This basically states that high-end cooking is basically a stud process. That the top chefs are studs, and can adapt their cooking and methods and styles to the ingredients and the atmosphere in order to churn out the best possible product.You might notice that most good cooks are this way. There is some bit of randomness or flexibility in the process that allows them to give out a superior product. And a possible reason why they may not be willing to give out their recipes even if they are not worried about their copyright is that the process of cooking is a stud process, and is hence not easily explained.

Publishing recipes is the attempt at fighterization of cooking. Each step is laid down in stone. Each ingredient needs to be exactly measured (apart from salt which is usually “to taste”). Each part of the process needs to be followed properly in the correct order. And if you do everything perfectly,  you will get the perfect standardized product.

Confession time. I’ve been in Gurgaon for 8 months and have yet to go to Old Delhi to eat (maybe I should make amends this saturday. if you want to join me, or in fact lead me, leave a comment). The only choley-bhature that I’ve had has been at Haldiram’s. And however well they attempt to make it, all they can churn out is the standardized “perfect” product. The “magic” that is supposed to be there in the food of Old Delhi is nowhere to be seen.

Taking an example close to home, my mother’s cooking can be broadly classified into two. One is the stuff that she has learnt from watching her mother and sisters cook. And she is great at making all of these – Bisibelebhath and masala dosa being her trademark dishes (most guests usually ask her to make one of these whenever we invite them home for a meal). She has learnt to make these things by watching. By trying and erring. And putting her personal touch to it. And she makes them really well.

On the other hand, there are these things that she makes by looking at recipes published in Women’s Era. Usually she messes them up. When she doesn’t, it’s standardized fare. She has learnt to cook them by a fighter process. Though I must mention that the closer the “special dish” is to traditional Kannadiga cooking (which she specializes in), the better it turns out.

Another example close to home. My own cooking. Certain things I’ve learnt to make by watching my mother cook. Certain other things I’ve learnt from this cookbook that my parents wrote for me before I went to England four years ago. And the quality of the stuff that I make, the taste in either case, etc. is markedly different.

So much about food. Coming to work, my day job involves fighterization too. Stock trading is supposed to be a stud process. And by trying to implement algorithmic trading, my company is trying to fighterize it. The company is not willing to take any half-measures in fighterization, so it is recruiting the ultimate fighter of ’em all – the computer – and teaching it to trade.

Preliminary reading on studs and fighters theory:

Studs and Fighters

Extending the studs and fighters theory

A new paradigm for selling advertising slots

There are fundamentally two kinds of videos – videos for which willing to pay to see, and videos which you are paid to see. It is intuitive that advertisements fall in the latter model – for watching an advertisement, you are being “paid” a certain sum of virtual money which gets encashed when you watch the program along with with the advertisement appears.

You might also notice that despite all the hue and cry about copyrights and people getting videos pulled off youtube, it is unlikely to find a case where an advertisement has been pulled off youtube. An advertiser will only be too happy to have more people watching the advertisement, and by pulling it off youtube, the advertisor will be shooting himself in the foot.

When you are watching TV, and a painful ad comes along, you are likely to switch channels. Or get up and take a break. And turn your eyeball to the screen only when all the advertisements for that particular session are over. So, in effect, by showing a bad advertisement, a channel is reducing the number of eyeballs for the other advertisement in the same session (a session is defined as a consecutive set of advertisements, uninterrupted by the main program. it can run from approximately thirty seconds to five minutes)

On the other hand, a good, popular and well-made advertisement is unlikely to make the viewer switch channels, or get up. It is more likely to generate higher eyeballs for the other advertisements in the session – without any additional effort by the other advertisements in the slot. And thus pushes up the value added for all advertisers in that particular slot.

So the idea is simple – advertising slot providers (i.e. TV channels, etc.) should incentivise advertisers to make better advertisements. Or use the better advertisements more. And the simplest incentive you can give is monetary. So offer a discount for the better and more popular ads. So far, the model has been to make viewers view ads that come along with a programme. The new paradigm is to make viewers view ads because they are placed next to ads that viewers want to see.

I’m sure that once this kind of pricing gets implemented, it will be more profitable both for the TV Channel and for the viewers. TV Channels will be able to sell the “network value” of placing ads on their medium, and use that to more than compensate for the lost revenue in terms of discount. Viewers will like it because the bad ads will be gone, and they will be saved the trouble of switching channels each time there is an ad break.

There remains the small matter of implementation. We need a way for rating advertisements. Online/SMS polling will be no good as they can be rigged. Neither will youtube help. We will need to find a better way to gauge how much people in general find ads. If there is some way in which TRPs for ads can be measured, that would be helpful, too. I’ll think about this problem, and maybe publish a solution to it in due course. I urge you also to think about this kind model, and let me know if you can come up with any bright ideas.

One option would be for the channel to pick what it calls a “winner advertisement” and fix the various slots in which it is going to be played. Maybe the winner might be given the choice of picking which slots it wants to go in. Then, the channel can make the placement of these winner ads public to the other advertisers and encourage them to bid for the surrounding slots. This bidding can help gauge the popularity of the initial winner ad, and then the channel should share some part of the proceeds of the auction with the winner advertiser. And when the premium that other advertisers are willing to pay in order to get a slot close to the winner drops, the channel will know that it is not a winner anymore and replace it.

So what I have described here is some sort of effective peer-review process for advertisements. Different channels can choose different strategies for the order in which to let channels pick their slots, about what kind of auctions to hold, etc. The most important thing about this peer-review process is that here people are voting with their chequebooks – and when people do that, they are very likely to know what they are doing.

So think about this. I think it is a good idea, and it seems like one of those things that if one channel implements it, it will become some sort of an industry-wide standard. And if you are not doing this because you think you don’t have quantitatively inclines people,  the fired investment bankers are still around.