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For a comb shop, maybe having hair is a non-negotiable parameter? But now that a bald man has walked in, do we make an exception?

Do you think our ancestors craved chocolate? Inherently, as Homo Sapiens, we probably never wanted chocolate. But today, every kid wants chocolate, every parent wants chocolate. We gift each other chocolate boxes in Diwali. Everything comes in chocolate flavour. And just like that, slowly, over the years, demand was generated for chocolate. So, what is demand generation and how is it done? The need for chocolate was created, not inherent. Most of our needs today are 'created

Consumer-led growth is a business strategy focusing on consumer insights to take decisions, aka Give people what they want and they will pay. It sounds so simple, so obvious, but often gets overlooked. Because companies are huge, their products and services are huge; and somewhere in all the tech and operations, we forget. Or, often, we say we are doing it, we think we are doing it, but we're not. So, how do we know what people want? My mentor says marketing and design is abo

Do you think there were marketing pigeons? Pigeons carrying messages like 'Ramu merchant has returned with the finest silks from China! Get them at 5 gold coins!' And clickbait pigeons? Pigeons with a nice big red gem tied around their necks to entice people into opening it? And what if you wanted to unsubscribe - did you feed the pigeon bad worms so it stops coming? (I fact checked: There were no marketing pigeons) Humans invented writing so we could send messages without th

Can a business communicate? Isn't communication something living things do? Exploring B2B from a communication lens.