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May 3, 2021 | Authored by: Sharath Dorbala

How are we making a difference?

What does it mean to have a purpose? Is it a goal? Is it a business objective?

Despite incredible strides in innovation and technology, the question remains open.

Do you know why? That’s where the story gets interesting.

During the pandemic, when the world turned on its head and we discovered how everything we ever took for granted can change, in the blink of an eye it became even more important for us to question everything we do and get to the meaning of why we do what we do.

Our WHY is: “We enrich e-commerce connections and transform them to feel simple and personal anytime, anywhere.”

It reflects something more aspirational, and it is our rock-solid compass guiding my team through every turn, whether it is strategy or go to market decision or product design decision. It’s about why we do what we do and how we are making a difference.

The shift to the stay-at-home economy has accelerated the need for companies to explore the possibilities of e-commerce, so they can reach customers wherever they are and create relationships that last longer than just the one-time business transaction.

As a SaaS company, the e-commerce platform and solutions we build to serve our merchants are advancing and adapting all the time. But what we really do is enrich human connections with services they like.

And as far as e-commerce goes, the subscription-based model is a compelling model for businesses to establish this human connection. In a saturated world, where many consumers find the sheer amount of choice so confusing, subscription companies can offer simple, dependable experiences that people benefit from and enjoy, 24/7.

Subscriptions allow people to feel empowered, constantly connected to their favorite products and services with little or no effort.

For the Vindicia tribe, being there as an e-commerce force that helps build deep connections – is our WHY.

The people of Vindicia are our greatest pride, because they work every day with the goal of impacting the greater good and making a real difference. They are driven by a common purpose that goes way beyond KPIs and numbers – after all, those can be tackled in lots of different ways. I see it every day in every meeting, every presentation, every town hall; the sense of purpose at Vindicia is well embedded in cultural fabric.

Being present, paying attention to what’s happening in the world around us, hearing what our clients want and need, following our inner compass and translating it to the next level of tech.

About Author

Sharath Dorbala

Sharath Dorbala

Sharath Dorbala was a Chief Executive Officer of Vindicia from Jan 2019 to July 2021. He is a Silicon Valley-based veteran in the technology industry with over 20 years of experience. Prior to joining Vindicia, Sharath was responsible for product strategy and management at Apttus, leading their market-leading B2B CPQ and eCommerce solutions. Before Apttus, he was the Head of Mobile Financial Services Division at Amdocs, enabling affordable financial inclusion for the bottom of the pyramid in emerging markets. He partnered with ITU, Bill and Melinda Gates Foundation and regulators worldwide to help promote and increase awareness of mobile wallet solutions in emerging markets. Sharath is strongly influenced by Daniel Pink's "A Whole New Mind" and believes that the next generation of technology products must follow the right-brained principles. Prior to this role, Sharath was Head-Products for Amdocs CRM product line. He oversaw the launching of several new customer-centric initiatives like multi-channel self-service, retail, device management and personalization solutions. He holds an MS in Information Systems from Northeastern University, Boston and an MS in Economics and Management from BITS, Pilani, India.