Part 10 of 23 in The Seven Levers of Influence for Indian Founders← Part 9Part 11 →
Most Indian founders underestimate the power of being liked. You think your startup’s fate hinges solely on your killer tech or disruptive business model? Think again. Human nature beats innovation in the short term. People do business with those they like. This isn’t about being a social butterfly or schmoozing at every networking event. It’s about understanding the mechanics of “liking” and using it strategically to unlock doors that remain stubbornly closed to others.
Why Liking Matters in Indian Business
In India, business runs on relationships as much as it does on balance sheets. Whether it’s sealing a deal over a cup of chai or bonding over cricket stats, personal connections play an outsized role. But let’s dissect why this is so effective.
The Power of Similarity
People tend to like others who are similar to them. It’s a psychological bias that operates under the radar. Shared language, humor, background, or even trivial tastes can build a bridge of similarity. Take a page from the playbook of successful Indian startups like OfBusiness or Zetwerk. They leverage cultural familiarity to create a resonance with their clients and partners.
Specific Praise, Not Flattery
Flattery might get you a smile but won’t earn you trust. Genuine, specific praise does. Recognize achievements or qualities that truly matter. Compliment an investor on their astute choice in a portfolio company, or recognize an employee’s contribution in solving a key issue. This isn’t about fake niceties; it’s about acknowledging real value.
Contact and Cooperation
Time spent together tackling a common problem creates a bond stronger than any handshake. This is especially true in the context of Indian startups where joint efforts often lead to long-term collaborations. Think of every interaction as an opportunity to build this cooperative equity.
Association and Atmosphere
The right environment can make or break an interaction. A well-timed meeting in a comfortable setting can do wonders. Good news, good manners, and good rooms create a positive association. And in India, where hospitality is a cultural cornerstone, this can be a potent tool.
In India, business still travels on tea, cricket metaphors, and the feeling that “this person will not embarrass me.”
Applying Liking in Key Business Relationships
Understanding the power of liking isn’t enough. You need to apply it across different business relationships—family, employees, investors, and customers—to reap its true benefits.
Family: Consistency Over Charm
In family-run businesses, charm won’t cut it. Consistency does. Founders often make the mistake of only showing up when they need something. Be present on ordinary days to make extraordinary asks easier. For more insights, read Family Business to Startup: Transitioning Successfully.
Employees: Authenticity Over Persona
Your team doesn’t need you to be their best friend, but they do need you to be genuine. Drop any borrowed Silicon Valley harshness unless it’s truly who you are. The founders people stay with remember personal details, give credit where it’s due, and maintain a consistent personality, even in front of investors.
Investors: Preparation Over Pretense
Similar backgrounds can open doors, but they can also exclude you. If you’re not from the same IIT or don’t share the same city, preparation and generosity can bridge the gap. Know your investor’s past deals inside out, and don’t waste their time. A well-prepared pitch is a likeable pitch.
Customers: Ground-Level Engagement
In Indian enterprise sales, the person who visits the factory and learns the supervisor’s name wins. D2C brands like Minimalist and Mamaearth succeed because they speak directly to the consumer’s local context. Look at PhysicsWallah—Alakh Pandey’s success stems from being a teacher students already liked, not a polished edtech CEO.
Executing Practical Liking
Fine, so liking is powerful. But how do you implement it without coming across as insincere?
Mirror and Match
Adapt to the other person’s speed and formality. If they’re formal, don’t be casual. If they’re straightforward, don’t beat around the bush. Mirroring builds subconscious rapport.
Specific Compliments
Compliment specific choices or actions, not vague attributes like “energy” or “vibe.” It shows you’re paying attention and genuinely appreciate their input.
Share Real Tidbits
Whether it’s a book you actually read or a town you miss, sharing real, small things can create a bond. Authenticity is key.
Honor Small Courtesies
Never underestimate the power of small gestures. Being on time, respecting someone’s time, or even acknowledging their hospitality goes a long way in establishing liking.
- After your next meeting, write down three genuine things you liked about the person.
- Send one of them, specifically, the same day.
- Do not attach a pitch.
The Bottom Line
The power of liking in business isn’t about being a people-pleaser. It’s about strategic, genuine interactions that create real advantage. In the Indian context, where relationships often outweigh résumés, mastering the art of being liked can be your startup’s secret weapon.
FAQs
How can I build liking if I’m not naturally charismatic?
You don’t need to be charismatic. Consistency, preparation, genuine interest, and authenticity can make you likable even if you’re not naturally magnetic.
What should I do if I share no similarities with the other person?
Focus on preparation and generosity. Understand the other person’s needs and interests deeply. This shows respect and can create liking even in the absence of overt similarities.
How can I apply liking to win over investors?
Research their past investments, understand what excites them, and prepare thoroughly. A well-prepared pitch that respects the investor’s time is far more likable than one trying to impress through charm alone.
Isn’t focusing on being liked manipulative?
Manipulation involves deceit. Genuine liking stems from understanding and respect. It’s about building real relationships, not faking affection.
If you’re a founder looking to navigate these complexities, Malpani Ventures offers mentorship that goes beyond capital. Reach out for guidance grounded in real-world experience.