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Brand loyalty is one of those hard nuts to crack. But when you do, people advocate vociferously for you. It’s the promised nirvana — one where customers fight your fights. Brand advocates come in two shapes. One stickier than the other. One conscious, and deliberate, the other falls into the pit of confirmation bias.Brands that fall into the confirmation bias worldview don’t withstand the test of ...
The most pernicious belief of the Urban millennial is how much of their self-worth is derived entirely from their profession.I find this thinking interesting because people spiral in this rut. The greatest mental health ‘hack’ to learn, is to undo this age-old attitude. You are more than your work. You got to have passions, hobbies, and things outside of what you do. A life lived in the pursuit of...
Here’s an oversimplified view of all things marketing for beginners. You can do two kinds of marketing: content, performance. Content is a generation engine — where you conjure words to explain what your product does, how it’s different, and why it’s better. Performance helps in distributing said content to the right people. The two work together, because without distribution, you’re screaming off...
I really like this (👇) coffee from Third Wave. It's the perfect combination of sweet notes and a mellow aftertaste.But, what is Babudangiri?This story ends with my old man, and the ouroboros of life 😜It all starts in the 16th century with a traveller in Yemen who has coffee for the first time. He instantly loves it.He quickly learns that the city's authorities had banned anyone from taking the c...
Satisficing:A cognitive heuristic to explain the behavior of decision-makers under circumstances in which an optimal solution cannot be determined.When consumers can’t determine the optimal solution, they give a brand the power of their decisions. It’s why many choose Apple, because they’ve abrogated the rationality of choice. This has to be viewed with care though. The corollary of it is valid to...
A short story from the book, Alchemy:The advertising agency, J. Walter Thompson, had a particular test for aspiring copywriters. One of the questions was simple: ‘Here are two identical 25-cent coins. Sell me the one on the right.’ One successful candidate understood the idea of alchemy. “I'll take the right-hand coin and dip it in a Marilyn Monroe bag”, he said. “Then I'll sell you a genuine 25 c...
#TIL: Hela cells. The immortal cells of an African-American mother who paved the way for decades of medical research, and she, or her family, didn't get a penny for it. This is one of the most fascinating stories I've come across, and it's absolutely ridiculous when you realise the systemic inequalities and injustices in play here.The short story: Henrietta Lacks, gets cervical cancer at 31yo. Her...
1. The 'alpha' engineer: wants to experiment with the product just to critique it.2. The 'beta' engineer: likes the product, and wants it, but does not control budgets.3. The 'coaster' engineer: has the budget, but is not empowered to make decisions. Squats.4. The 'I can do it myself' engineer: after the demo, will want to build the product themselves.5. The 'visionary' engineer: understands that ...
We have abundant tools to ‘communicate better’ than ever before. Yet, the more tools we have, the worse our communication gets. In fact, we do an atrociously terrible job of it. Between Slack, WhatsApp, emails and calls, you have a roundtable of chaos that showcases a version of Fredkin’s paradox. Communication tooling in an organization is orchestrated chaos. These seemingly simple choices create...
Be it writing articles, playbooks, or a strategic plan, it all starts with writing.So, here’s a step-by-step guide of how I approach my work: Step 1: Start writing. Be as aimless and meandering as needed. This is brain dump. Step 2: Research: books, articles; the internet. Dump in a doc. Step 3: Read it all. Find patterns and ideas. Write these as you read them. Step 4: Talk to colleagues, friends...