I didn’t start as a strategist.

I started as a web designer. Back when that role actually existed, and browsers like Netscape Navigator were a thing.

From there, I drifted into advertising, animation, UI, and UX. The titles kept getting fancier, but at the core, I was always an artist and a storyteller trying to make sense of ideas.

Two moments shaped my shift into strategy.

In 2007, I was working at an advertising agency in Bengaluru. One day, my boss asked me to attend a client meeting in Chennai — one he was supposed to handle himself. I had no clue what I was doing. He was from NID, a brilliant mind, and I kept wondering how I could possibly replace him in that room.

But he trusted me.

And sometimes, that’s all you need.

Cut to 2018.

I was working at a software company, and a large retail client was on board. I proposed a completely new visual direction for their app. My boss didn’t like it. He said he wouldn’t present it.

I still went ahead and presented it myself.

And it worked.

Somewhere along the way, I realized this: I have a habit of pitching ideas — new, crazy, sometimes wild ones. Only about 20% of them succeed. But that 20% is enough to change direction, create momentum, and open new doors.

That’s when I started seeing myself differently.

Most strategists I came across weren’t from a creative background. So I decided to bridge that gap. I joined IIM Kozhikode to study product strategy, and then leaned deeper into creative strategy — especially in growth-stage companies.

I’ve been part of journeys where companies grew from 15 to 60 people, and teams scaled from 60 to 300.

That’s where I feel most alive — where things are evolving, messy, and full of possibility.

As a strategist, I’m not obsessed with data or research. They matter — but only as guides. Strategy is still a creative act. It needs instinct, judgment, and the courage to move forward without waiting for perfect validation.

If you’re a designer thinking about becoming a creative strategist:

Present your ideas — don’t wait for permission.
Question what feels “normal” or “accepted.”
Trust your instincts — they’re built over years of seeing and making.
Be fearless in the room, even when you’re unsure.
Play your game — don’t imitate someone else’s thinking.
And most importantly, don’t play safe. Don’t stay in your comfort zone.

Because that’s not where strategy is born.

I know the feed is already full of World Cup insights.
I tried not to write about it.

But I couldn’t help it.

Most conversations are about the big stars — Sanju, Bumrah and the match-winners. And rightly so. They’re phenomenal players.

But if you really understand the game, you’ll notice something else.

Players like Axar Patel or Shivam Dube quietly doing the work that makes those big moments possible. The crucial over. The stabilizing partnership. The pressure release. The small contributions that don’t always get the Player of the Match.

No headlines. No awards. Just impact.

Every serious cricket fan knows how critical those roles are.

Organizations are no different.

In every company, there are people like this.
The ones who quietly solve problems.
Who make things easier for everyone else.
Who deliver their part and move on.

They may not always be celebrated like the “star performers.”
But success is a team sport.

If those players didn’t show up on the important days, the bigger heroes wouldn’t have their moments either.

Swami Vivekananda once said something along these lines:
The greatest people often remain unknown to the world. They simply do their work and move on.

Great organizations understand this.

They recognize the silent contributors. The people who make excellence look effortless.

Because in the end, every great win…
is always a team sport.

When it comes to branding, many people think a logo, a catchy tagline, and a sleek website are enough. But that’s just a small piece of the puzzle. Branding is really about positioning yourself in your customer’s mind and creating an experience they can feel and remember.

The website plays an important role in impressing search engine algorithms for SEO ranking and driving online visibility. But it’s just one of the many touchpoints in the overall branding experience. It’s about how you communicate at every touchpoint — even the bottom of the package! Think of how Apple designs their boxes, transforming even the unpacking experience into something memorable.

I’ve attached a few images that reveal delightful details (there are many)you only discover after purchasing The Whole Truth products. These hidden gems enhance the overall experience, while the basics are still easy to find online.

Branding is more than logos and short punchlines. It’s about creating authentic stories and long-form content people actually want to read and engage with. It’s about building a consistent experience that earns trust and loyalty, turning customers into advocates.

Yes, it’s all about The Experience.

Frameworks, Frameworks, Frameworks…
LinkedIn feels like a framework factory these days.

Want to be a billionaire? Framework.
Aspiring marketer? Framework.
Successful entrepreneur? You guessed it — framework.
Coach, copywriter, social media marketer, brand strategist? Framework, framework, framework, and yes…framework.

And they’re all priced oh-so-accessibly: ₹49, ₹99, ₹199, ₹499… Like Bata sandals with their never-ending *.99 pricing. Never a round figure.

Don’t get me wrong — I’m not anti-framework. Frameworks can be useful. But here’s the thing: a framework is just a tool. And tools often produce average outcomes.

When it comes to strategy, frameworks tend to oversimplify the messy reality of life and business.

True strategy is creative and uncertain. If it’s predictable, it’s not strategy — it’s a process. A strategy is like setting out on an adventure. It’s risky, bold, and full of surprises.

Frameworks might save you from failure, but they rarely take you to greatness. Greatness comes from breaking frameworks, not blindly following them.

Because let’s be honest: Tools are only as good as the person using them. Without a creative brain behind the scenes, tools are just empty templates. And if frameworks alone made success possible, well, everyone would be everything by now.

The real winners? They use frameworks as stepping stones — not as shackles.

At a big event like Seamless Middle East & Saudi Arabia, we see many similar products with the same idea and functionalities. Yet, only a few achieve significant success. Here are some personal observations on what makes the difference:

Engineering: A well-built product is essential. In today’s market, there’s no place for minimally viable products (MVPs) or half-baked ideas. With so many options, users gravitate towards well-built and robust products.

Product Owners: I compare them to film directors who have the entire vision in mind, not just individual contributors like scriptwriters, cinematographers, or editors. While each team member plays a part, the product owner, like a director, should be able to present the overall vision in a simple and understandable way.

Design: An amazing user experience (UX) paired with a beautiful and well-crafted design can delight users and encourage them to recommend it to others. This is essential in today’s crowded market to achieve success.

Branding and Marketing: Even with amazing engineers and product owners, a product needs investment in branding and marketing. Outstanding products can languish on shelves without proper promotion. While Basecamp found success organically, it’s not a common strategy. Effective branding and marketing can attract investors and keep the product visible in a crowded market.

Investors: Years ago, Bangalore was flooded with food delivery startups. Branding, a compelling story, a clear and futuristic product roadmap, and business scalability, and more, made the difference for those that survived. Investors were drawn to these qualities, allowing them to stay competitive while others faded away. Investor funding becomes crucial at a certain stage, but the exact timing is a key decision.

We need more product owners and individuals with a strong business understanding, especially those emerging from the design community or those with a genuine passion for the art and aesthetic sense.

Why is this crucial, you ask? Over the past few years, design has often been overshadowed by jargon, resulting in a sea of indistinguishable apps, products, and websites. The missing piece? A genuine appreciation for the craft.

Too often, decisions have been made without a true understanding of design, leading to a monotonous landscape. Let’s empower more individuals with design sensibilities to take the reins and bring fresh, innovative perspectives to the forefront.

It’s not about merely showing something and asking others to design something similar; it’s about fostering a collaborative environment where the marriage of business acumen and design flair creates a symphony of beautiful, functional, and unique products that stand out in a crowd.

Let’s champion the importance of design in every boardroom and ensure that the next wave of innovation is not just driven by jargon but by a genuine love for the craft. Together, we can build a more visually inspiring and user-centric digital landscape!

We are moving to a new office on Feb 1st. Yesterday, we made a pre-move visit to ensure everything is in order. During this visit, an interesting incident happened when my colleague introduced me to individuals responsible for our work. What caught my attention was his subtle struggle to articulate my role in the company — a familiar experience for many Creative Strategists like myself. 😊

As Creative Strategists, we often encounter misconceptions about our roles. The blurred lines between strategy, planning, and tactics are not uncommon. Frequently, people perceive those who execute tasks as the sole “doers.” However, the realm of a strategist’s work is often unseen by the majority. It involves navigating through various phases and facets, including understanding people, cultures, businesses, and staying up-to-date with the ever-changing landscape around us.

Being a Creative Strategist requires a delicate balance between the left and right brain — a fusion of creativity and business acumen. But what exactly is strategy? According to Roger Martin, “Strategy is an integrated set of choices that positions you on a playing field of your choice in a way that you win.” It’s about choosing the right field, explaining why it’s the right one, and detailing how we’ll outshine others in serving our customers. Martin emphasizes that a great strategy must be coherent and doable. It’s not just a theoretical concept; it should translate seamlessly into actionable steps.

I dedicate this post to all the creative strategists who’ve had a hard time explaining what they do. 😊

In 2023, I read many good books, but if you ask me, I recommend two that influenced and helped me gain a lot of clarity.

The Creative Act: A Way of Being” by Rick Rubin.
Rubin emphasizes the importance of embracing uncertainty and having the courage to experiment, navigating uncharted territories of the imagination. The book highlights that genuine creativity arises from a profound connection with the creative process, requiring an open-minded approach to exploration. Throughout, Rubin inspires readers to cultivate a mindset that values intuition, spontaneity, and the willingness to take risks in order to unlock their full creative potential. Ultimately, the book serves as a guide to understanding and embracing the transformative power of creativity in one’s life.

Freedom from the Known” by Jiddu Krishnamurti delves into the pursuit of genuine freedom by breaking away from societal conditioning and preconceived notions. Krishnamurti challenges readers to liberate their minds from all forms of authority, fostering a continual state of freshness and innocence. The book explores the profound connection between freedom and self-awareness, emphasizing the need to question ingrained beliefs and biases. Krishnamurti encourages a radical approach to personal transformation, urging individuals to transcend the limitations of the known for true liberation. Overall, the work serves as a philosophical guide to understanding and achieving authentic freedom in the journey of self-discovery.

Let me know about your 2023 reading experiences. If you have read these books, what is your perspective on them? 😊

The year kicked off with a triumphant start at the TCS Mumbai Marathon. The thrill of completing my second half-marathon was unparalleled, a goal I had longed to achieve. Little did I know that, as the months unfolded, these half marathons would transform into mere training runs. Recently, I completed a challenging 25 km route in Kolkata, gearing up for the ultimate test — the Full Marathon scheduled for January 2024.

One of the profound lessons this year has taught me is the power of trust in humanity. Regardless of past actions or societal judgments, I’ve learned to extend trust to those around me. It’s a leap of faith that has often proven rewarding, fostering connections and collaborations that I never thought possible. Choose to be kind, regardless of the situation.

In the realm of literature, one gem stood out in 2023 — Rick Rubin’s “The Creative Act: A Way of Being.” This book has been a guiding light, offering unique insights into the creative process. Rubin, a legendary music producer, delves into the essence of creativity, emphasizing that it’s not just an act but a way of existing. His anecdotes and wisdom have become integral to my own creative journey, urging me to embrace the process rather than fixate on the end result.

In the midst of the marathon of life, 2023 brought me to some incredible design events that proved to be more than just gatherings of like-minded individuals. These events were vibrant tapestries of inspiration, adorned with awe-inspiring speeches that resonated with my very core.

Whether in the heart of India or abroad, the shared experiences sparked a fire within me — a desire to contribute to projects that extend beyond personal ambitions. The symphony of these events led me to ponder my role in creating a larger social impact. It’s a nebulous path, and I don’t have all the answers yet. What I do know is that I’ve made a decision to take a step back in the future, to immerse myself in the world and explore avenues for meaningful change. It’s a call to nurture a generation that stands unwaveringly with nature and humanity, transcending differences that too often divide.

As the year draws to a close, I find myself grateful for the challenges, the triumphs, and the lessons embedded in each experience. Here’s to 2023 — a year that tested, taught, and ultimately transformed. As the clock ticks towards a new beginning, I carry these stories and insights with me…

The priorities and important keywords for 2024 remain the same.

Fitness and Health
Career and Business
Relationships
More Clarity
More Awareness
Razor sharp communication
Slow, Steady and Progressive

Thank you!

Some days unfold like a canvas waiting for brushstrokes, demanding decisions that carry the weight of our creative vision. Each decision is a choice, a brushstroke on the canvas of our aspirations. In the realm of building a business, decisions are not merely choices; they are calculated risks, a high-stakes game where every move shapes the narrative of our journey. It’s a dance with uncertainty, a tango with the unknown, and the music is composed of both triumphs and challenges.

In the process of constructing something extraordinary, frustration and disappointment become constant companions. It’s easy for the ordinary mind to point fingers at circumstances or external factors, choosing the convenient path of blame and surrender. In the world of building something creative, the game is different. We are not mere players; we are the architects, the artists, and the directors of our destiny. The canvas isn’t a passive observer; it’s an active participant in our story. Every stroke, every decision, creates a ripple effect, influencing not just the outcome but the very essence of our creative endeavor.

When we embark on the journey of building something and navigating the intricate landscape of human interactions, we step into a realm where we are not just handling people; we are the game itself. It’s a game of collaboration, innovation, and leadership. The gallery isn’t filled with spectators; it’s populated with co-creators, each contributing to the masterpiece we’re crafting. In this studio of creativity, resilience becomes our brush, determination our palette, and vision our guiding star. Every decision, whether met with success or failure, is a stroke that adds depth and richness to the evolving tapestry of our creative enterprise. So, as we face the challenges, embrace the uncertainties, and celebrate the victories, let us remember that building a creative business is not just a destination. It’s a long journey.