“We’re customer-centric!”Every company says it.Few actually are. Here’s why there are four levels of customer focus, and most companies never get past level one: LEVEL 1: SAYING IT This is where most companies stop. It’s easy. It’s cheap. It’s just talk. LEVEL 2: PROVING IT Better, but still just evidence of claims. Not fundamental change.…

Most companies have it backwards. They say, “We’re easy to work with!” in their marketing, while their internal processes, policies, and decisions make life more complicated for customers. This is the fundamental difference between marketing-driven and positioning-driven businesses: Marketing asks: “What should we say?”Positioning asks: “What should we be?” Let me show you what this…

There’s a common misconception in startups about positioning that needs addressing. Many founders think finding an analogy (“We’re the Uber of…”) is positioning. It’s not. It’s lazy thinking that misses the real opportunity. Let’s look at Canva. They didn’t succeed by being “Adobe for non-designers.” They succeeded by deeply understanding an underserved segment in the…

My LinkedIn feed is a daily reminder that most “experts” have no idea what they’re talking about. But instead of just ranting, let me show you why they’re wrong and what you should do instead: “You need to build your brand!”Wrong: Your business IS your brand.Right: Focus on owning a concept in people’s minds. Every…

I still remember the first time I saw an Ambassador outside India’s Parliament. It was 1995, and the car wasn’t just transportation—it was power incarnate. Navy blue, gleaming chrome, and that unmistakable rounded silhouette that screamed “authority.” But by 2014, this giant of Indian roads would be dead, with production plummeting from 24,000 units annually…

Look, I’ve seen my fair share of corporate “turnarounds.” Most of them look like putting lipstick on a pig — fancy marketing campaigns, splashy rebrands, CEO interviews about “exciting new directions.” But here’s the thing: real turnarounds aren’t about the show. They’re about the soul. Let me tell you a story about perception versus reality.…

Let me tell you a story that challenges the conventional wisdom about who really builds a brand. (This article sparked my curiosity.) Marks & Spencer’s remarkable comeback isn’t just a tale of clever marketing. It’s proof that true brand building starts with the CEO’s vision, not in the marketing department. This isn’t about diminishing marketing’s…

It emerges like health. Think about health for a moment.You can’t “build” health directly. It emerges from consistent habits—quality sleep, proper nutrition, regular exercise, and stress management. The same is true for brands. You don’t build a brand through marketing campaigns. It emerges from consistent business decisions that deliver value. Look at the evidence: Steve…

Having contributed to GQ, I’ve observed and shaped conversations at the crossroads of culture, fashion, and identity. Writing for a global tastemaker has sharpened my perspective on how brands evolve—not just by selling products but by creating movements that resonate deeply with their audiences. Holt Renfrew, with its rich heritage and commitment to “Conscious Luxury,”…

Dear ‘Marketers,’ let’s talk about Jaguar—not just the rebrand that’s set Marketing Linkedin/X ablaze but the deeper lessons it reveals about our industry’s thinking. I get it. Everyone’s choosing sides. The traditionalists are clutching their pearls about abandoned heritage. The progressives are celebrating disruption. And somewhere in between, actual customers are wondering what happened to…

You know that feeling when you’re lying in bed, one last scroll through your phone before sleep? That innocent-seeming habit might change more than just your bedtime – it could be rewiring how our society thinks. Disclaimer: Human beings are perpetual students, constantly learning and adapting to the world around them. As designers, we are…

The world’s most valuable brands share a secret: They weren’t built by marketing departments. Apple, Tesla, Amazon—none of them focused on ‘brand building.’ Here’s what they understood that most companies miss… Let’s examine what Steve Jobs actually said about this: “We don’t spend time talking about brand. We spend time talking about how to make…