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Sponge: Leadership Lessons I Learnt From My Clients
Veteran adman and author AMBI PARAMESWARAN has relied on one process of learning above all powerful conversations with clients and customers. A challenging customer, in his view, goes from being someone who poses an obstacle to quality work to someone with eye-opening ideas and concepts. Approached as an exercise in listening and learning, these conversations can become long-term lessons.
Ambi has worked with some of the most respected brands and names in the Indian corporate world, and each of those assignments were for him masterclasses in leadership development. In this book, Ambi recounts conversations with some of the most iconic business leaders, such as Ratan Tata, Azim Premji, S. Ramadorai, Karsanbhai Patel, M. Damodaran, Dr V. Kurien and many others. He soaked up these conversations, in his own words, 'like a sponge’.
This book is an attempt to walk us through some of those dialogues – both the illuminating and the difficult aspects of them – to help us understand how they were learning sessions. For anyone looking at turbocharging their business and career, the ‘Sponge Process’ that emphasises listening is a radical new way of engaging with clients and customers.
Ambi has worked with some of the most respected brands and names in the Indian corporate world, and each of those assignments were for him masterclasses in leadership development. In this book, Ambi recounts conversations with some of the most iconic business leaders, such as Ratan Tata, Azim Premji, S. Ramadorai, Karsanbhai Patel, M. Damodaran, Dr V. Kurien and many others. He soaked up these conversations, in his own words, 'like a sponge’.
This book is an attempt to walk us through some of those dialogues – both the illuminating and the difficult aspects of them – to help us understand how they were learning sessions. For anyone looking at turbocharging their business and career, the ‘Sponge Process’ that emphasises listening is a radical new way of engaging with clients and customers.
190 pages, Kindle Edition
Published June 28, 2018
18 people are currently reading
132 people want to read
About the author
Ambi Parameswaran
14 books35 followersM G Parameswaran, or Ambi as he is known is a Brand Strategist and Founder Brand-Building.com. In a career spanning three+ decades Ambi has handled assignments in marketing, sales and advertising with companies like Rediffusion DY&R, Boots Company and UDI Yellow Pages before dropping anchor at Ulka Advertising over two decades ago. He has helped build numerous brands including Digene, Brufen, Santoor Soap, Sundrop Cooking Oil, TCS, ICICI Bank, Wipro, Indica Cars, Zee TV among others.
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Displaying 1 - 22 of 22 reviews
July 12, 2018
Loved it- being a marketing & communications professional myself. I absolutely loved reading this gem of a book which is full of knowledge & insights for practicing professionals like myself. It is a quick read with some really interesting stories which can make for case studies of their own. Another added benefit was that, I got some really awesome book recommendations for my future reading. Will recommend.
February 1, 2019
"Nawab, Nudes and Noodles" and "For God's Sake" - these two books by
Ambi Parameswaran has already made to the list of my favorite books. Hence, I was eagerly waiting for "SPONGE." I ordered it immediately once it was available on Amazon. The author has narrated his vivacious experiences in 28 stories. The point of differentiation here is the SPONGE framework which is explained in the very first chapter which helps you to absorb the stories just like a sponge! Here the word "SPONGE" stands for:
S - Super Active Listening
P - Prove and Question
O - Observe and Note
N - New Behavior to Emulate
G - Getting to a goal
E - Expand, Enlarge, Share
Keeping this framework in mind while reading the book helps one to absorb the stories and decode the behavior!
The bandwidth of the topics is very vast. The book taught me how to treat people regardless of their position - CEO as well as office assistants! The best thing I learned from this book is - Even though the customer is the king, sometimes business has to stand for its values even at the cost of that customer! Additionally, the author has given references to some fantastic books which I have added to my list.
Happy SPONGEing!
Ambi Parameswaran has already made to the list of my favorite books. Hence, I was eagerly waiting for "SPONGE." I ordered it immediately once it was available on Amazon. The author has narrated his vivacious experiences in 28 stories. The point of differentiation here is the SPONGE framework which is explained in the very first chapter which helps you to absorb the stories just like a sponge! Here the word "SPONGE" stands for:
S - Super Active Listening
P - Prove and Question
O - Observe and Note
N - New Behavior to Emulate
G - Getting to a goal
E - Expand, Enlarge, Share
Keeping this framework in mind while reading the book helps one to absorb the stories and decode the behavior!
The bandwidth of the topics is very vast. The book taught me how to treat people regardless of their position - CEO as well as office assistants! The best thing I learned from this book is - Even though the customer is the king, sometimes business has to stand for its values even at the cost of that customer! Additionally, the author has given references to some fantastic books which I have added to my list.
Happy SPONGEing!
November 17, 2020
humblebrag ad infinitum
November 2, 2018
On the 72nd Independence Day, I am sharing a review of ‘SPONGE: Leadership Lessons I Learnt From My Clients’ by Ambi Parameswaran.
I was thinking, how different the country could be if all of us behaved like the sponge. If like Ambi, we too could reflect on our mistakes and learn through our experiences. Maybe our collective efforts could initiate a new movement.
‘Becoming a sponge while interacting with a wise customer is something that can transform life. Absorb the words of wisdom. Learn from their behaviour. Look beyond what is obvious. And like the colourful sponge inhabiting the ocean floors, you too will red yourself of impurities and get enough nutrients for you to develop into a better leader’– Ambi Parameswaran in the introduction of his book ‘Sponge’. to read more http://sanjeevkotnala.com/sponge/
I was thinking, how different the country could be if all of us behaved like the sponge. If like Ambi, we too could reflect on our mistakes and learn through our experiences. Maybe our collective efforts could initiate a new movement.
‘Becoming a sponge while interacting with a wise customer is something that can transform life. Absorb the words of wisdom. Learn from their behaviour. Look beyond what is obvious. And like the colourful sponge inhabiting the ocean floors, you too will red yourself of impurities and get enough nutrients for you to develop into a better leader’– Ambi Parameswaran in the introduction of his book ‘Sponge’. to read more http://sanjeevkotnala.com/sponge/
February 13, 2022
Mr. Ambi has very interesting stories to share from his collective experience in the industry, across various brands & situations he has handled, and also shares a lesson or two he learnt while dealing with those in each episode.
I’m not someone from the advertising industry, not even remotely into a business development / sales kind of role, yet I found the podcast interesting, is a big testimony to the storytelling skills of Mr. Ambi. After all, he’s probably been doing this all his life by way of advertisements.
Full review here on my blog.
I’m not someone from the advertising industry, not even remotely into a business development / sales kind of role, yet I found the podcast interesting, is a big testimony to the storytelling skills of Mr. Ambi. After all, he’s probably been doing this all his life by way of advertisements.
Full review here on my blog.
August 10, 2018
Ulka has always been known as an agency that had super long relationships with clients. One of the pillars of Ulka who ensured this is Ambi Parameswaran. In this book, Ambi talks about the lessons he learnt from his clients. Maybe this learning attitude (he calls the learning process S.P.O.N.G.E.) helped retain the clients. There are interesting lessons illustrated in this book. Each lesson is backed up with highlights of a book which spells out the lesson in greater detail. Wonderful learning. Recommended to all my young colleagues in advertising, marketing and business generally.
April 22, 2019
The author, Ambi Parmeswaram Sir, being a veteran in the advertising and branding industry has taken the reader through his 25+ years journey with the agency he worked with, and the clients he worked with.
He elaborates on the ways, we can always learn through people around us by viewing everything with another frame of reference. He explains the SPONGE technique to grasp whatever possible by observing and hence learning.
So, overall, he shares his journey with around 25 client interactions and the way everyone helped him grow and learn.
He elaborates on the ways, we can always learn through people around us by viewing everything with another frame of reference. He explains the SPONGE technique to grasp whatever possible by observing and hence learning.
So, overall, he shares his journey with around 25 client interactions and the way everyone helped him grow and learn.
April 5, 2020
3.5 stars. A good read.
During his long career, Ambi worked with many C-level people as his clients; from such client interactions, he learnt many lessons on business, leadership, life and how to be a better person. Credit goes to Ambi for learnings like these need keen sense of observation, inquisitiveness and a sharp mind. Some of the lessons are quite interesting like multiple levels of client-communications, how critical are vendors' inputs, Simon Sinek's Golden circle, etc. Also you get to know some aspects of branding, product positioning, ad making, etc. Worth a read. 3.5 stars.
During his long career, Ambi worked with many C-level people as his clients; from such client interactions, he learnt many lessons on business, leadership, life and how to be a better person. Credit goes to Ambi for learnings like these need keen sense of observation, inquisitiveness and a sharp mind. Some of the lessons are quite interesting like multiple levels of client-communications, how critical are vendors' inputs, Simon Sinek's Golden circle, etc. Also you get to know some aspects of branding, product positioning, ad making, etc. Worth a read. 3.5 stars.
September 18, 2020
A delight to read. The book covers short stories, and while each are from the author’s own experiences, he has perfectly linked those with the essence of 21 other must read books, and not to forget snippets from countless other references which make it all the more enriching an experience.
Personal recommendation - try to connect the SPONGE elements (the book starts with the framework) within those stories, I found it even more enjoyable, maybe you would too. :)
Personal recommendation - try to connect the SPONGE elements (the book starts with the framework) within those stories, I found it even more enjoyable, maybe you would too. :)
February 15, 2021
Easy to read and useful. Coming as it does from a practising manager, the book has interesting stories entirely based on real life experiences. The title is reflective of the content. The reference to Learnings from other books which the author links to his own stories is another useful feature.Must read for all advertising professionals and useful read for all others. The sincerity and enthusiasm with which Amby Parameswaran shared his experiences is note worthy
January 13, 2019
Short insightful nuggets and anecdotes on client relations.
September 24, 2019
Interesting stories from the author's personal life. Good read!
December 25, 2019
Life lessons and wisdom in lucid language by Mr. Ambi Parameswaran
October 14, 2020
Interesting stories from the world of advertising & marketing. A good read.
Simple writing.
Simple writing.
January 4, 2021
S.P.O.N.G.E.
Super active listening
Probe and question
Observe and note
New behaviour to emulate
Getting to a goal
Expand, enlarge and share
Super active listening
Probe and question
Observe and note
New behaviour to emulate
Getting to a goal
Expand, enlarge and share
Read
March 27, 2021Ambi
May 6, 2021
Awesome book. Easy to read .
May 16, 2021
As someone who deals with clients on a daily basis, this was a nice compendium of learnings from clients across categories. Would recommend this to anyone working in the services industry.
December 3, 2021
Nice management lessons from the great Ambi......
June 6, 2023
An interesting read! Bite sized chapters with unique experiences mentioned of people with varied backgrounds without being too preachy. Easy breezy read.
July 18, 2025
I learned some interesting marketing concepts and stories around great ads.
Displaying 1 - 22 of 22 reviews