Latest note
Stop selling square feet. Sell the life.
Most property marketing in India reads like a spec sheet. Buyers don’t move for carpet area — they move for the morning they imagine having there.
Read the noteNotes from
the studio.
Plain-spoken thinking on brand, growth and building businesses in India — the frameworks we actually use, written for the people who have to make the call.
Performance marketing is a maths problem, not a creative contest
Great creative on top of broken unit economics just helps you lose money faster. Here is the maths to get right before you touch the ads.
Read the note →The clinic nobody remembers: building trust before the first appointment
Patients decide who to trust long before they walk in. Most clinics pour everything into the consultation room and almost nothing into the path that leads to it.
Read the note →AI automation for small businesses: what to automate first
The promise is autopilot. The reality is that automation pays off when it starts with the dull, rule-based work — and fails when it starts with judgement.
Read the note →Admissions season is won in May: an education marketing calendar
Families make up their minds around results. The work that puts your institute on their shortlist starts months before — here’s how to plan the year.
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Your food is not your content. Your people are.
Every restaurant has a beautiful plate of biryani on Instagram. What nobody can copy is your kitchen, your chef and the regulars who come back every Sunday.
Read the note →Brand DNA before logos: the one-sentence test for D2C brands
A logo is the signature at the bottom of the letter. If nobody knows what the letter says, the signature doesn’t help. Start with one sentence.
Read the note →New notes for this category are in the works.
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