Appreciation is a fundamental human need. To feel valued and recognized for good work, people respond positively to appreciation by others. When their work is valued, their satisfaction and productivity rise and they are motivated to maintain or improve their good work. The ‘pat on the back’ and other forms of rewards, awards and commemorations for the exceptional efforts by a group or individual help in more innovations and excellence. The appreciation syndrome acts as a motivational force right from childhood when we offer candy to a child for some good deed.


In the consumer market, how often do we find ourselves looking for third party endorsements before we purchase something new? The various ratings on the TripAdvisor for example, can have a positive or negative impact on a hotel or restaurant and bring new business. Winning an award allows you to distinguish your company from competitors and ensure that as many potential clients as possible are aware of your product. Awards recognise and reward the efforts of your company, whether it is in the fields of business, art, science or literature; and at a micro-level of your company organization also.

Differentiation. An award sets a company apart from its peers and competitors alike. In the everchanging market conditions, each company is fighting for its existence to stay ahead. This is where an award can bring out the differentiation factor and make a statement of being better than the best.

Visibility. Bringing your product/service in limelight, the awards can be rewarding. They can attract
new customers, investors by giving an organisation an edge over its competitors.

Validate. Awards speak volumes about a product and services and provide third party endorsement of your achievements. It pushes you to the forefront of your genre and industry and makes you more viable.

Testimonials. It is a testament to the company’s product, ethics, and help create a unique space for the product. The award attracts clients and investors alike, who will be more likely to consider a company over another if it has won an award. It also serves to reinforce the loyalty of existing customers.


Why do we work? For money? For success, fame, honour, self-realisation? For the good life? Each of us is driven by an entirely different set of compulsions.

But one thing is certain. Some professions are meant for those who want to make money and some, for those who want to discover themselves. Teachers, philanthropists, social workers have worked through years without any recognition. But one Super 30 movie, brings out the unique sacrifices of a single man Anand Kumar, fighting against all odds to make the lives of others better. The recognition helps in attracting more talent, although the man himself would have strived on in his pursuit for excellence. No one had heard of Kailash Satyarthi, an Indian social reformer who campaigned against child labour in India and elsewhere and advocated the universal right to education. But when he won the Nobel peace prize 2014, he became a force to reckon with. When he spoke, people listened. This is the effect of awards and recognition. It created a brand which was there in equal intensity but suddenly gained more glitter after an award.

Independent credentials from objective sources are much harder to fabricate. When the credible third parties bestow an award, it establishes your reputation as a trustworthy brand that delivers and endorses the quality.

People are not consciously aware, but award-winning businesses consistently perceived as a more reputable and honest brand. When we go out for fine dining, we are checking their ratings online, and if they happen to be a Michelin-starred restaurant, it becomes easier to become the patrons as compared to their non-starred counterparts.  Although the quality and experience might be at par, to be able to have real experience in a starred place becomes more gratifying.


Ambition always begins with a dream, a purpose, a desire to prove themselves. For most people, it is paramount to strive, excel, and achieve for reasons other than money. Fame and awards matter more after you reach a certain stage of growth. You derive more gratification if honoured through awards, rather then money. That’s where the role of awards and public recognition comes in since awards acknowledge success and recognise many other qualities like skills struggle, effort and, above all, excellence. We come to know of them when they win an award and are splashed across the media.


Would you have heard of Amitabh Chowdhury were it not for the Magsaysay in journalism, literature and creative communication arts?  Would you have gone out and bought Arundhati Roy or Kiran Desai were it not for the Booker Prize? That’s where awards play an extremely important role. Similarly, some truly remarkable people win fame and encouragement to through different awards at the national level; the Padma Shri, Padma Bhushan and Padma Vibhushan. The bravery awards are also given, and although they cannot bring back the brave hearts or compensate the brave valour, it can act as a perpetual symbol of pride for their family.

In the nutshell, although the awards matter, it is the relentless endeavours to better yourself perpetually, that counts eventually.

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