Better questions lead to better answers
Reading Time: 6 minutesIf we’re not answering the right questions, we’re destroying value. Yet, asking the right questions is so difficult.
Competition is a state of mind
Reading Time: 8 minutesCompetition motivates us by giving us benchmarks to beat. But like salt, only the right level is ideal. For real mastery, competition stops being an external race and becomes a state of mind
The Ripening of the Influencer Economy
Reading Time: 9 minutesInfluencing needs to be legitimized as a formal job. This will also be good for the country.
The next frontier of marketing: community flywheels
Reading Time: 7 minutesWhether you are a legacy brand or a startup, if you are not investing in a community right now, you might get left behind in 2033
Cult.fit Part II
Reading Time: 9 minutesWellness category users are generally light users. If this ‘Made In India’ business pivots to ‘Made For India’, not only it might accelerate growth, but more Indians might get fitter
Cult.fit Part I
Reading Time: 7 minutesPart I of my thesis on Made in India wellness brand Cult.fit. An average of one lakh worked out daily on the app during lockdown. But as per my calculations, the headroom is 6.6MM
A simple influencer framework. Too simple perhaps?
Reading Time: 7 minutesWalk with me as I explore the influencer landscape and psychology of influence to arrive at a simple framework – influencers help sell product, celebrity influencers help build brands
The brand vs product see-saw
Reading Time: 9 minutesIf both product and brand are in equilibrium, business is stronger. Examples from L’Oreal, Lipton Ice Tea, Amazon, Lifebouy, Lux, Dove, Sleepy Owl, Blue Tokai, Patanjali, Coke, and Pepsi
How can Phool – a flower recycling startup – become a Unicorn
Reading Time: 7 minutesTo get to a $100Mn annual revenue run rate, I suggest four pivots that range from the commonsensical to the radical
Gods, Demi-Gods, Celebrities, and Influencers
Reading Time: 8 minutesIndia is a culture of hero-worship. Our heros fall along a continuum based on their role in our life and the psychological distance between us. And what this means for brands