Thinking in public on brand, strategy, growth, and GTM.
It's difficult to work with this generation - This is a common gripe that we've all experienced in our workspace, and whether we agree with the sentiment or not it is important to understand the context ahead of the label.
Read the piece →Every founder canceling the influencer line this year is asking the wrong question. The data says the channel isn't broken. The celebrity-heavy mix that ate 92% of the budget is the problem.
August 202614 min readEveryone's asking if AI killed search. The real story is stranger: search never shrank, it just stopped sending traffic, and the tag stack marketers built around it is being rewritten.
July 202611 min readIt's difficult to work with this generation - This is a common gripe that we've all experienced in our workspace, and whether we agree with the sentiment or not it is important to understand the context ahead of the label.
July 202614 min readMost brand managers file concerts under 'experiential' and move on. That's the wrong shelf — India's music economy is where Gen Z decides which brands are worth their loyalty.
July 20268 min readAcquisition alone drains the budget. Retention alone stalls growth. Run the numbers on a ₹100 crore B2C business and the real lever isn't spend — it's the retention rate underneath it.
July 20268 min read
