Our thinking

We publish what we'd tell you in a room.

Observations, perspectives and case studies on the parts of a business that marketing alone can't fix. Read them even if you never become a client. That's kind of the point.

Marketing, Business, Sales & Growth

Perspective / The lead piece

Before You Choose a Marketing Channel, Decide What You Are Trying to Build

Channels are the easy part now. Decide what the brand is trying to mean, who needs to believe it and what behaviour to change — then pick the channel.

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Perspective02What Is the Actual Job in an AI-Assisted Workplace?AI removes manual work before it removes responsibility. The useful question isn't whether AI can do a task, but whether that task is why the role exists.2 min readRead →

Perspective03Creative Teams Need Systems TooSystems don't tell creative people what idea to have. Clear briefs, approvals and timelines are what give a team the room to take creative risks.2 min readRead →

Perspective04When Businesses Keep Going Because They Have Already Invested Too MuchPersistence responds to evidence; attachment responds to history. How to tell whether a business is continuing because it works or because it already paid.2 min readRead →

Observation05The Next Battle Between Instagram and YouTube May Be About Social, Not VideoThe next platform battle may be about the social layer around the video, not the video. What that means for how brands brief and measure content.2 min readRead →

Observation06Most of Your Customers Aren't Ready to Buy YetMost people meet a brand long before they need it. Why some marketing plants a memory rather than triggering a sale, and how to judge each on its terms.2 min readRead →

Perspective07Digital Marketing Is Still MarketingRunning ads or making reels isn't the same as knowing how to market. Why understanding people should decide what the tools are for, not the reverse.2 min readRead →

Perspective08The Segmentation Blind Spot: What People Are Willing to SpendIncome tells you what a customer can spend. It doesn't tell you what they're willing to spend on. A more useful way to segment: by priorities and value.2 min readRead →

Observation09People Are Already Being Influenced. The Question Is by What.Customers are part of the distribution system, not just the audience. A Maharani Wedding Collections campaign built on how people already sway each other.1 min readRead →

Case study10Good Ideas Are Not Single-UseHow one Malayalam eyewear idea for Allen & Habour Opticals moved from Zomato's order-tracking page to a restaurant screen without being reinvented.3 min readRead →

Perspective11A Campaign You Don't Like Can Still Be a Good CampaignNot liking an ad doesn't make it ineffective. Why marketing judgement needs distance from personal taste, and better questions for a creative review.2 min readRead →

Case study12Designing for Context: The Malayalam Ad on Zomato's Order-Tracking PageA case study on treating a Zomato order-tracking placement as part of the idea, not just inventory, with a Malayalam ad for Allen & Habour Opticals.3 min readRead →