Theory of Core Competency and Tamil Cinema

In Management, there is a famous theory called Theory of Core Competency which was formulated by
famous management experts Dr.C.K.Prahlad and G.Hamel .

SO what is this ‘Theory of Core Competency’ all about?

A core competency is a specific factor that a business sees as being central to the way it, or its
employees, works. It fulfills three key criteria:

 It provides consumer benefits

 It is not easy for competitors to imitate
 It can be leveraged widely to many products and markets.

E.g. Apple’s Core Competency is designing and marketing Macs, MP3 Players and other gadgets but not
manufacturing hence it outsources that activity to Chinese manufacturers who can do it at a much
cheaper cost, larger volume and quicker time. Hence Apple is able to pass on this benefit to the End
Customer. Not only that Apple’s time and resource is spent only on bettering the existing products and
innovating new ones. So by the time other competitors have learnt the trick Apple has gone to the next
level.

Ok good, So how it is relevant to Tamil Cinema ?

I guess this theory explains the difference between a legend and the others. Ok, now let me give some
scenarios

What if Bhagyaraj had stuck to direction?

It would have helped Bhagyaraj to stay focused on direction and this would have expanded his territory
to explore within direction. We would have more pathbreaking films like Sigapu Rojakal, Oru Kaidhiyin
Dairy, Pudhiya Varpugal . After venturing into acting Bhagyaraj had to direct films that suited his acting
image that limiting his choices to explore. If Bhagyaraj stuck to or atleast paid more emphasis on
direction I think he would undoubtedly be Numero Uno among Tamil Directors.

What if S.J.Suryah had not ventured into acting?

We would have had a smart director who is capable of giving slick entertainers with a tight screenplay
and among the top 10 directors in the present generation. Unfortunately its sad to see such talent
getting shadowed because of his infatuation to be before the camera though his genius his behind it.

Let’s also see what has become of some people who realized their core competency and concentrated
on it and for other areas bought in experts

Maniratnam – stuck to direction and story . All his films’ dialogues are penned by prominent writers I
remember some of his dialogues are penned by Sujatha
Balachander – Most of his films dialogues and sometimes story and screenplay are penned by Ananthu .
He has also bought many literary masterpieces to the silver screen.

Bharathiraja – He had skillfull writers in the form of his assistants earlier like Bhagyaraj, Manivannan
and then mostly it is Selvaraj his favourite writer.

Shankar – Acted in Comedy movies , but realizing that is not his core competency sealed it and
concentrated on direction . It would have been a great loss to the industry if Shankar was drawn
towards acting.

Sivaji – It was good that Sivaji was not too much inclined into politics at during early and at peak of his
career. Else the void that would have been created cannot be filled. Even later when he entered politics
he realized it quickly that is not his cup of tea only to quit soon.

Venkatprabhu – He is another classic example of what happens to a person who finds and sticks to his
strengths .

Theory of Core Competency does not say that you should not explore new territories, it says that you
should build on your strengths and then explore. Rather than aborting your strengths altogether.

It’s sad to see the best of the talents like Ameer, Cheran, Myskin are bitten by the acting bug and waste
their time and energy trying to emote .It would be great if they learn what they are to gain by
concentrating on their core strengths .This would help them to come out with better movies thereby
benefiting the entire Tamil Film Industry as a whole.

Your suggestions and feedbacks are most welcome