Month: March 2025

 

The other day I had ordered an USB stick. It came well before the promised time. I did not realise that it was just the calm before the storm. Opening the packet was like breaking into Fort Knox. You have experienced the same during check outs from certain E-Commerce sites and abandoned your cart because the website wanted your blood type, your grandmother’s maiden name, and a retina scan.

 

This is a wake-up call for all the brands who are not aligned with the harsh reality. Customers are plain lazy. It is not an insult. Humans are hardwired to take the easiest and the shortest route to get what we want. If your brand makes people think too much, work too hard, or jump through digital or physical hoops, they will ghost you faster than a bad Tinder date.

 

For brands, convenience is non-negotiable.

 

Path of Least Resistance is where brands make it so effortless, so intuitive, and so deliciously simple that customers glide through the experience as if on a conveyor belt of happiness.

 

It is worth looking at the hidden cost of friction. Here’s a shocking statistic: 70% of customers abandon their purchases due to complicated processes. But the real cost goes beyond lost sales. Our brains are wired to conserve energy, and when faced with complexity, we often choose to walk away.
Every point of friction is a crack in your brand’s relationship with its customers, potentially leading to:

 

– Decreased customer loyalty
– Negative word-of-mouth
– Lost lifetime value
– Increased customer service costs

 

Remember when Amazon introduced one-click ordering? It wasn’t just convenient – it was revolutionary. By eliminating the traditional checkout process, they didn’t just save customers time; they created a new standard for e-commerce simplicity. The result? Billions in additional revenue and countless satisfied customers.

 

Simplicity builds trust. When you remove complexity, you build trust. Customers don’t just want to know what they’re buying; they want to feel confident that the process is transparent and straightforward.
Take Zerodha, India’s largest stockbroker. They disrupted the brokerage industry by offering zero-commission trading and a user-friendly platform. No hidden fees, no jargon—just simplicity. The result? Millions of happy customers who trust them implicitly.

 

Anticipate needs before they arise. With data science, AI, ML and all of it, these have become table stakes provided brands want to consider it. Spotify’s Discover Weekly playlist is a masterclass in anticipation. Every Monday, it serves up a curated list of songs you’ll probably love. No effort, no searching—just pure musical bliss.

Test, iterate, optimise, repeat. Reducing friction isn’t a one-time effort. It is an ongoing process. Use customer feedback, A/B testing, and analytics to continuously refine your approach. Airbnb( yes the guys who championed ” designing for trust “)  constantly tweaks its platform based on user feedback. From simplifying the booking process to introducing new features like “Experiences,” they’re always looking for ways to make life easier for their users.

 

Let’s face it. Nobody reads the manual.(Also known as the IKEA Paradox—great for furniture, terrible for everything else).  You don’t need a manual to use an iPhone. No one has ever said, “Wait, let me check the instruction booklet before I swipe right.“ Apple’s UX is built on intuition, muscle memory, and making complex tech feel like second nature.

 

If your customer needs a manual, your brand has already failed.

 

KISS: Keep It Simple Stupid. When in doubt, think like a 5 year old.(Aka: If a kid can’t figure it out, it’s too complicated). Look at Google Search. No drop-down menus, no instructions, no 10-step process. One search bar. That’s it. Even a toddler can type “Peppa Pig” and find exactly what they want. The lesson for brands here is : Simplicity wins. If you have to explain how your service works, it’s already too complex.

 

Technology is your best friend. From AI-powered chatbots to voice assistants, technology can be a game-changer in creating frictionless experiences. The key is to use it wisely—don’t just automate for the sake of automation; automate to make life easier for your customers. Domino’s lets you order pizza with a tweet, an emoji, or even through your smartwatch. They’ve turned ordering pizza into a seamless, almost magical experience. That’s the power of technology done right.

 

On a similar note, embrace automation intelligently-and
automation isn’t about replacing human interaction – it’s about enhancing it. Take Starbucks‘ mobile ordering system: it doesn’t just save time; it makes customers feel like VIPs when they walk in and find their drink waiting.

 

Beware of the downside of overchoice: The more choices there are, the more people make decisions based on what “feels” right rather than objective truth. As an aside here, may I urge you to check out this post on Choice Architecture, Decision Making and the Miracle on the Hudson.

 

Friction is the silent killer of customer loyalty– Let’s face it: no one likes jumping through hoops. Whether it’s a complicated checkout process, a labyrinthine IVR system, or a website that feels like it was designed in the 90s, friction drives customers away faster than you can say “abandoned cart.” Remember the time you tried to unsubscribe from a newsletter and had to click through 17 pages? Yeah, that’s friction. Now, think about how Netflix does it. One click, and you’re in. No forms, no hassle. That’s the path of least resistance in action.

 

Ready to create your own path of least resistance? Start by mapping out your customer journey and identifying pain points. Then, use technology, personalization, and a dash of creativity to turn friction into flow. Your customers will thank you—and your bottom line will too.

 

A few weeks back I was at a social gathering. And, as is typical of us humans (who are tribal in nature, not just at such places), each of us were clinging onto groups that seemed familiar or accepting. Blending in was the go-to.

 

As we small talked our way through those clustered domiciles of comfort, one man took the audacious step of breaking away from his zone of peace and ventured into the unknown(read find a new cluster of people). I wasn’t sure whether it was by design or by accident, but all these groups seem to be within earshot of each other.

 

As soon the daring individual embarked on his journey of seeking his inorganic tribe, one of the group members who seem to have been asked of the person who just exited responded by saying ” Oh, he’s some advertising type “.

 

That quote that I unintentionally overheard got me thinking. It was just off the cuff, indifferent and reeked of stereotyping. But it did what it needed to do- purposefully provocate.

 

Branding and advertising shape culture, set societal norms, and redefine human aspirations. But in a world where brands chase engagement over enlightenment and virality over value, the intellectual depth of the industry has thinned. If advertising and branding are to be a force for good, we need more intellectuals—people who can elevate the discourse, challenge conventions, and make brands a beacon of progress rather than just only profit.

 

In an era of rapid consumption and diminishing attention spans, advertising has increasingly gravitated toward quick emotional triggers rather than thoughtful engagement. Intellectuals bring critical thinking, historical perspective, and cultural depth that can elevate advertising beyond mere persuasion to meaningful communication. This is one way of addressing the intellectual gap in advertising.

 

The best advertising has always been rooted in intellectualism. Some of the most powerful advertising has been shaped by people who brought deep cultural, philosophical, and psychological insights into their work. Legendary adman Bill Bernbach revolutionized advertising by focusing on human truths rather than just product features. His campaigns for Volkswagen (Think Small) were not just ads; they were intellectual commentaries on consumerism, self-perception, and mass culture.

 

Brands with intellectual depth can interpret cultural movements more accurately and engage with them more meaningfully. When Dove launched their “Real Beauty” campaign, it wasn’t just clever marketing—it was informed by feminist theory and body politics research, giving it staying power beyond a typical campaign. Cultural literacy can be a competitive advantage for brands. Nike‘s partnership with Colin Kaepernick demonstrated remarkable cultural literacy. Rather than simply jumping on a social justice trend, Nike’s approach reflected a sophisticated understanding of changing attitudes toward athlete activism, racial justice, and corporate citizenship. The campaign succeeded because it was grounded in cultural and historical context, not despite it.

 

Intellectuals can help transform advertising from simple selling to valuable social commentary. The New York Times‘ “The Truth Is Hard” campaign succeeded because it was grounded in philosophical understanding of truth, journalism, and democratic principles—not just clever copywriting. Advertising as social commentary is a potent tool.

 

The intellectual approach prizes truth above mere persuasion, which paradoxically can make messaging more persuasive through its authenticity. When outdoor brand REI closed its stores on Black Friday for their #OptOutside campaign, it demonstrated an intellectual understanding that sometimes principled positions against consumerism can actually strengthen a consumer brand. In the toss-up between truth seeking and persuasion, lean more towards the former.

 

Another powerful example is Oatly, whose entire brand philosophy is built on intellectual honesty about sustainability. Their packaging openly discusses the environmental tradeoffs of their product, the challenges of sustainable agriculture, and even questions consumption itself. This intellectual approach has helped them stand out in a crowded market not by overselling, but by refusing to oversimplify.

 

Truth-seeking also means confronting uncomfortable realities about how advertising shapes culture. Intellectuals understand that persuasive techniques can reinforce harmful stereotypes or destructive behaviors when used without ethical consideration.

 

Intellectuals can help brands tackle pressing global issues, from climate change to inequality, by framing these challenges in ways that inspire action. Ben & Jerry’s Social Justice Initiatives: Ben & Jerry’s has consistently used its platform to advocate for social justice, from Black Lives Matter to LGBTQ+ rights. Intellectuals could help the brand connect these efforts to broader historical and philosophical movements, amplifying their impact.

 

On a similar vein is IKEA’s Refugee Shelters: IKEA’s partnership with the UN to design shelters for refugees is a prime example of branding as a force for good. Intellectuals could help communicate the human stories behind these initiatives, fostering empathy and understanding. By addressing global challenges, brands can position themselves as leaders in the fight for a better world

 

The intellectual deficit is fueling short-termism. Today’s advertising ecosystem is addicted to short-term wins—clicks, impressions, and fleeting virality. But where is the long-term thinking? Where are the campaigns that shape human behavior over decades, not days? Intellectuals in branding can bring the patience and depth needed to build brands that endure.

 

Coca-Cola’s ‘Share a Coke’—Tapping into Psychology and Nostalgia: Coca-Cola’s Share a Coke campaign wasn’t based on gimmicks; it was rooted in deep psychological insights about personalization, nostalgia, and social connection. By simply printing people’s names on bottles, the brand made the product feel personal, leading to a surge in sales and a revived emotional connection with consumers. This wasn’t just marketing—it was a masterstroke in consumer psychology.

 

By empowering consumers, brands can create a more engaged and informed public. Whole Foods through its focus on Food Education, has positioned itself as a leader in healthy, sustainable eating. Intellectuals could help the brand explore the cultural and historical dimensions of food, enriching its educational efforts. When brands are educating consumers, they go beyond selling to empowering.

 

The future belongs to brands with depth. As brands become cultural entities, they need the intellectual horsepower to navigate complexity, ethics, and long-term impact. It’s time to move beyond just creative hacks and bring in deep thinkers who can make branding a force for good. It’s not just about selling better. It’s about thinking better.

 

Lets for a moment consider the smartphone in your pocket( and in millions of pockets the world over). Do you think it is technically superior to its competitors? Well, the jury is out on that. Does it matter? Not really. You bought it because the company convinced you that ownership would transform you into a more creative, connected, and frankly superior human being. They didn’t sell you gigabytes and processors; they sold you identity.

 

In the grand cosmic joke that is business, there’s one punchline we can’t seem to escape: marketing matters. Not just a little. Not just sometimes. It matters so profoundly that we need to say it twice just to get the point across.

 

The truth is that we human beings are predictably irrational. We make emotional decisions and as an after thought try to justify it with logic. Confirmation bias as Dr Cialdini, the author of the seminal book on the Psychology of Persuasion would call it. So marketing isn’t about lying. At the fundamental level it is understanding the psychology of how humans behave and buy and trying to bridge the gap between what you are offering and what people want.

 

Red Bull doesn’t sell caffeinated sugar water; they sell extreme sports and adrenaline. Nike doesn’t sell sneakers; they sell athletic achievement. Dove doesn’t sell soap; they sell self-acceptance. And here’s where it gets interesting: the best marketing creates a feedback loop. The perception becomes reality. The Red Bull athlete jumps from space. The Nike runner breaks records. The Dove user genuinely feels better about themselves.

 

Marketing matters because it recalibrates how we perceive value. And marketing matters all the more because at its best it transforms value itself.

 

You would recall that brand Abercrombie & Fitch convinced an entire generation that the cool kids are the ones wearing oversized, logo-emblazoned T-Shirts that mysteriously smell like manufactured pheromones? They weren’t selling clothes; they were selling exclusivity—the privilege of paying more to belong to a club most of us should have been embarrassed to join.

 

So, let’s get one thing straight: marketing is not the art of selling ice to Eskimos. That’s a myth perpetuated by people who think marketing is just about slick talk and shiny brochures. No, marketing is the art of making people want the ice, even if they’re standing in the middle of Antarctica. It’s about creating desire, building trust, and occasionally making your audience laugh so hard they forget they’re being sold to.

 

Marketing matters because your product is not the second reincarnation of sliced bread. Nobody needs your product(just yet). Let’s face it: your product might be revolutionary, life-changing, and utterly brilliant, but unless you tell people why they should care (and address the WIIFM- Whats In It For Me?) , it’s just another thing taking up space in the universe.

 

Marketing matters because Perception is Reality( and reality truly is over rated). Consider the iconic brand Coca Cola. Essentially sugar water with bubbles. Being pitched to us as ‘ happiness in a bottle ‘. Not just a cola drink. It’s Santa Claus, polar bears, and sharing a Coke with someone whose name you can’t pronounce. That’s the power of marketing: it turns the mundane into the magical.

 

If you are not marketing, your competition certainly is. And if you are not standing out, you are blending in. In that SOS(Sea of Sameness). And by blending or being an also ran is the equivalent of wearing beige to a Hawaiian themed neon party. All of us remember Nokia. Of course we do. They thought that competition was sleeping and they don’t need marketing. Exactly the time when the likes of Apple, Samsung etc went on a marketing over drive busy convincing the world that their phones were smarter, sleeker, and sexier. The rest is history—and a cautionary tale.

 

Marketing is not just about selling; it’s about storytelling. It’s about connecting with people on a level that goes beyond transactions. It’s about making them feel something—whether it’s joy, curiosity, or the sudden urge to buy that thing they didn’t know they needed. Marketing is not a nice-to-have. Marketing is not a department. It’s not an ad campaign. Marketing is oxygen. Ignore it, and your brand suffocates.

 

People don’t buy products. They buy better versions of themselves. You don’t buy a Rolex to tell the time. You buy it because you want to feel successful.

You’re not competing with other brands. You’re competing with people’s attention spans. People don’t wake up thinking about your brand.

 

They wake up thinking about emails, deadlines, kids, coffee, Instagram, Netflix, and cat videos. If your marketing isn’t creative, bold, and unforgettable—guess what? You’re invisible.

 

Hope is not a strategy. Marketing is.

 

Remember Fyre Festival? It was a total scam. No music, no food, no infrastructure. But guess what? Their marketing was so powerful, people PAID THOUSANDS for it. That’s how powerful branding is. Even a disaster can sell if the marketing is strong enough.

 

If you still don’t believe in marketing, Good luck with your obscurity. 

 

The best product doesn’t win. The best-marketed product does.

Customers don’t buy features. They buy emotions.

 If you don’t control the narrative, your competitor will.

 

So if you still think marketing is an expense, remember this:

 

Marketing is the difference between Apple and Blackberry.

Marketing is the difference between Tesla and every other EV.

Marketing is the difference between becoming a legend… or a lesson.

Still want to cut your marketing budget? Cool. If you think you can “save money” by cutting marketing, congratulations—you just saved your way into irrelevance.

 

“Talent is cheaper than table salt. What separates the talented individual from the successful one is a lot of hard work.” – Stephen King

 

There’s a dangerous myth in boardrooms, locker rooms, and every overpriced motivational seminar—that talent alone is enough. That if you’re naturally gifted, the universe will hand you success on a silver platter.

 

Let’s clear that up: The universe doesn’t care.

 

Talent is like a gym membership. Everybody wants it. Few use it properly. And most waste it by sitting on the couch, eating nachos, and flexing about their “potential.”

 

Want proof? Read on!

 

There are lot of cautionary tales that litter the landscape of human achievement. We have seen many a Prodigy’s downfall due to what is called the Mozart Syndrome. Those breed of gifted individuals who believe that their natural talents exempt them from hard work. Many child prodigies flame out spectacularly , crushed by the weight of their unearned confidence. Their ego keeps whispering in their ears that they are special, that rules don’t apply and hard work is for the ordinary.

 

Talent is a lottery ticket. Hard work, humility, and persistent learning are the vehicle that might – just might – turn that ticket into something extraordinary. Remember: The world is littered with talented people who never became anything. It’s filled with determined people who became everything. And therein lies the uncomfortable, unspoken truth.

 

Talent is common but perseverance is rare. One of the basketball GOATs of all time Michael Jordan was cut from his high school basketball team. His talent alone didn’t make him the greatest—it was his relentless work ethic and refusal to let ego dictate his growth. The universe is full of talented losers. What separates the greats is not their gift, but grit.

 

Talent without adaptability is obsolete. The world is continuously changing and talent alone cannot help you keep up. Talent is static, while the world is dynamic. Remember, if you are not evolving, you are eroding. A classic often quoted example is Blockbuster– it had all the talent, resources and the first mover advantage to dominate the entertainment streaming industry but ego and complacency dictated otherwise. In the bargain Netflix, the darling of the OTT space, rose to dominance.

 

Talent is a seed; hard work is the soil. Talent is meaningless without effort. Thomas Edison famously said, “Genius is 1% inspiration and 99% perspiration.” His relentless work ethic led to over 1,000 patents, proving that effort trumps innate talent.

 

Talent is overrated because by itself it is not enough. Talent is just one piece of the puzzle. Success requires emotional intelligence, resilience, adaptability, and humility—qualities that ego often undermines. Lance Armstrong was a talented cyclist, but his ego and refusal to play by the rules led to his downfall, tarnishing his legacy and achievements. It is noteworthy to remember that talent is only the starting line NOT the finish line.

 

Talent is your entry ticket, not your winning strategy. Natural ability opens doors but it is not a ticket to your success. Mike Tyson—one of the most talented boxers ever—had raw power but let ego, recklessness, and lack of discipline derail his career. Meanwhile, someone like Floyd Mayweather, with arguably less raw power, used strategy, consistency, and discipline to stay undefeated.

 

Hard work eats talent for breakfast. You bet. Tom Brady is a case study. He was certainly not the most naturally gifted quarterback, was drafted 199th in the NFL, but through sheer discipline, continuous improvement, and obsessive preparation, he became the greatest of all time. The world is filled with “naturally gifted” people who never made it. The ones who succeed are those who work harder than their talent demands.

 

One-hit wonders exist in every industry. The real icons aren’t just talented—they show up every single day and put in the work. Vincent van Gogh—never considered a genius in his lifetime, yet he painted 900+ works. His relentless commitment made him immortal. Compare that to countless “prodigies” who vanished without leaving a legacy.

 

You know what is real talent? : Reinvention!  The most successful people do not just rely on talent. They are constantly evolving. Madonna was never considered the best singer or dancer, but she constantly reinvented herself and remained relevant for decades, while more “talented” artists faded away.

 

Deliberate practice over innate talent. Geoff Colvin‘s book “Talent is Overrated” emphasizes that world-class performers achieve greatness through structured and focused effort, not just natural ability. Mozart and Tiger Woods are often cited as examples of innate talent, but their success was heavily influenced by early and intense deliberate practice.

 

As we look at talent with a fine tooth comb, what we should be on guard about is the ‘ expert blind spot ‘. Experienced individuals often underestimate the effort required to achieve their level of expertise, attributing their success to talent rather than hard work. This expert blind spot can lead to poor mentoring and unrealistic expectations for others.

 

Talent is nothing but a VIP pass to the starting line. The real game is won by those who outwork, outthink, and outlast the “talented” ones who think they’re too special to sweat.

 

Before signing off some Red Herrings if you may:-

Talent Gets You in the Room. Hard Work Decides If You Stay.

Ego Turns Talent Into a Dumpster Fire

The Hustlers Always Beat The “Gifted”

The World is a Cemetery of Wasted Talent

Reinvention is the Only Talent That Matters

Emotional Intelligence > Natural Ability

The Underdogs Always Win. Eventually

Discipline and Consistency Beat Short-Term Genius

 

As I sign off may I encourage to read this book Humbitious written by Dr Amer Kaissi whom I had the pleasure of interviewing for BrandKnew. You can access the interview here. Humility is a super power. Is the core message that Dr Kaissi drives home in his book.

 

Its been a while since we saw the homepage of Google which has remained as is- it has remained starkly minimal for decades—a single search bar against a white background. This minimalism perfectly communicates their purpose: to be the fastest, most efficient gateway to information. The simplicity creates a frictionless user experience that reinforces their core brand promise.

 

Google is a classic example of the power of less in branding.

 

In a world obsessed with adding, subtraction has a noticeability problem. In an ecosystem cluttered with information, messages, and sensory overload, minimalism in branding and advertising isn’t just an aesthetic choice—it’s a strategic advantage. The less is more mantra is best exemplified by Apple– it is a masterclass in minimalism. Clean logo, simple product designs and clear messaging ( Think Different) have made them one of the most recognisable and powerful brands in the world.

 

The psychology of minimalism works because it is offering much less for the brain to process, leading to faster recognition and brand recall. No better example is McDonalds ” I’m Lovin It ” campaign- simple minimalist visual, catchy slogan and lasting impression.

 

If you want to understand the power of strategic reduction, look no further than FedEx..their logo appears simple but don’t miss out the hidden arrow between E and x, symbolising forward movement and precision. This strategic minimalism eschews the need for additional messaging while communicating the core values of the brand.

 

Minimalism can transcend language barriers as amply exemplified by the Japanese brand Muji.  Muji means ” no brand, only quality goods “. And the brand built a global presence through products with minimal design and no visible branding, allowing their aesthetic philosophy to transcend language. In the same vein, Uniqlo’s minimalist branding and focus on high-quality basics have made it a global fashion powerhouse, appealing to diverse audiences worldwide.

 

Another inspiring example at visual minimalism is the swoosh logo of the iconic brand Nike. One of the most globally recognised and respected logos of all time. Its simplicity is conveying movement, energy and ambition without any need for text.

 

Minimalism can be used to align brand values. Patagonia‘s position on sustainability is well known. Their minimalistic branding reinforces their commitment to sustainability. Their “Don’t Buy This Jacket” campaign encouraged consumers to think critically about consumption, reinforcing their eco-friendly ethos.

 

Minimalism in luxury branding is beautifully articulated by Tiffany & Co. Its minimalist blue box and elegant typography are instantly associated with luxury and timeless elegance. Some other noteworthy mentions here of how minimalism enhances luxury and exclusivity are high-end fashion brands like Chanel and Louis Vuitton and how often they use understated advertising—monochrome visuals, minimal text, and elegant spacing—creating a sense of prestige and sophistication.

 

The less they say, the more aspirational they appear.

 

While brands do all of these, it is vital to strike the right balance. And not fall into the trap of over-minimalism. It should not be too vague or you run the risk of losing identity.  Mastercard has managed this beautifully. It’s rebranding removed the text from their logo, leaving just the interlocking circles. This minimalist approach maintained brand recognition while modernizing their image.

 

Minimalism is a Brand Power Move–Minimalism in branding and advertising is not about doing less—it’s about doing more with less. It’s about focus, clarity, and impact. The strongest brands in the world prove that simplicity is not a compromise; it’s a competitive advantage.

 

As consumers increasingly value authenticity and clarity, minimalist branding will continue to dominate. It’s not just a trend but a timeless approach to communication. Brands like Google, Apple, and Nike have maintained their minimalist identities for decades, proving its enduring effectiveness.

 

While the above blog caption might reek of our worst homicidal tendencies, ” killing time ” remains one of our favorite pleasures, besides being the only murder that society enthusiastically endorses.

 

It is time that we debate some of the most used adages that have been getting away with blue murder. ” Time is Money “- While the phrase “time is money” is common, the truth is that time is more valuable. You can earn more money, but you can’t earn more time.

 

So, when one says, ” kill time “, the natural refrain is to respond by saying ” you must be out of your mind “.  Time is the only non renewable resource we have. We can lose money and get it back, lose a job and get another, lose our mind for a bit and recover. Time, once it’s gone, there is no cash back, no refund, no second innings. So one is not sure why so many people go around telling that they are ” killing time ” like they are into some kind of public service. Killing time isn’t it harmless. It’s murder. And the victim- your future self.

So, time to get one thing straight, up, front and centre- time is not something that you kill, but something you master. Unless the idea is to remain an unpaid intern all your life.

 

Contrary to public perception aided largely by the binary world that we inhabit called the Republic Of Not Enough, where we do not have the time to look up from our perennial Ledger Of Lack, and where real wealth seems to be measured by the number of zeroes in your bank account, the reality is that it is measured in control of your own schedule. So, if once owning a Patek Philippe could have been considered luxury, the new kid on the uber luxury block is having full ownership of your time. The truly successful not just accumulate wealth. They buy back their time. They design their lives so that they own their hours and not end up trading it for anyone and everyone that needs their attention.

 

Case in Point: Warren Buffett spends 80% of his day reading and thinking. Not in endless Zoom calls. Not responding to emails labeled “URGENT!!!” by people who mistake their poor planning for your emergency. Buffett understands that time is the highest-return investment—so why are you spending yours watching cat videos on Instagram?

 

“ I’m just killing time ” is the equivalent of saying ” I’m killing opportunities “. Jeff Bezos quit a high paying Wall Street job to start Amazon. Had he killed time waiting for a risk-free moment, he’d probably still be analyzing stock reports instead of reshaping global commerce.

 

The real luxury today is an empty calendar. Forget your Rolls Royces and Private jets. The real ultra wealthy do not flaunt their wealth flashing gold chains; they do it with the ability to say NO to pointless meetings and obligations. Time freedom is the ultimate flex.

 

Wasting Time is NOT relaxing. It is just wasting. There is significant difference between intentional rest and passive time-wasting. A long walk, meditation, or reading a book? That’s rest. Scrolling through garbage content until your brain melts? That’s just assisted self-destruction.

 

How about replacing killing time with feeding time ? Invest in things that nourish your body, mind, soul. Otherwise when the time dies, everything else that you could have done gets buried with it. It is not an obituary you want to write.

 

With time, you are in an high alert, extremely strict one-way street. No U-Turns allowed. 24 hours a day translate to 86,400 seconds if my poor arithmetic is correct. The caveat: whatever does not get used, gets deleted at midnight,. There is no carry forward opportunity. So, what are you doing with the balance?

 

If you are obsessing over time, you are following the great ones. Elon Musk schedules his day in 5 minute blocks. Oprah Winfrey prioritises time for self-reflection and deep work. These people don’t kill time– they multiply it. So, what’s your strategy?

 

Wasted time does not come with a reincarnation package, unfortunately. Ask a terminally ill patient. Or an entrepreneur who would give an arm and a leg to get an extra hour in the day. So, if you have time, use it, honor it, respect it.

 

Just as we encourage others to ” create more than we can consume “, let’s demand this: Be A Time Creator, not a Time Killer. Next time you catch yourself “killing time,” stop. Instead, ask: How do I make time work for me? Because at the end of the day, those who kill time are just digging their own graves—one second at a time.

 

Next time don’t fall prey to the modern paradox– we buy thousand dollar time saving devices only to spend the saved minutes to watch videos of strangers organising their refrigerators. Or the irony of mindfulness apps that remind you to be present while simultaneously interrupting your presence.

 

The wealthiest people are NOT rushing. They have upgraded from ” time is money ” to ” leisure is currency “.

 

So, what are you doing the next minute?