Founder Notes6 min
You don't need five agencies. You need one integrated team.
Why the multi-agency model quietly costs founders more than they realise — and what replaces it.
Insights
Notes from operators.For operators.
Short, commercial, opinionated. Written by the people doing the work — not marketing about it.
Commerce9 min
Amazon isn't a channel. It's an operating system.
Treating Amazon as a channel is the single most expensive mistake consumer brands are still making.
Brand5 min
Positioning is a commercial decision, not a creative one.
Positioning decides pricing, gross margin and defensibility. Then it decides visual identity.
Technology7 min
AI belongs inside your operating model, not next to it.
Most AI initiatives fail because they're bolted on. The ones that compound are wired in.
Growth8 min
The MER trap: why blended efficiency lies to you.
A single blended efficiency ratio hides the model. Here is what to look at instead.
Consumer Behaviour10 min
The premiumisation window in Indian consumer.
There is a ten-year window in Indian consumer categories. Most brands are pricing for the wrong end of it.
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