Author: Suresh Dinakaran

 

The Silicon Valley gospel of “follow your passion” has become our modern religion. “When Mark Cuban told a stadium of graduates to ‘follow your passion,’ 10,000 parents simultaneously calculated the ROI on four years of tuition while their children dreamed of becoming professional dog whisperers on Instagram. Meanwhile, the most successful graduate was the one who’d fallen asleep during the speech and missed the passion memo entirely.”

 

Perhaps it’s time we admit that ‘following your passion‘ is the professional equivalent of believing your horoscope—it sounds profound, gives you a temporary dopamine hit, and almost never leads to anything except purchasing crystals you don’t need. The real winners? They’re too busy counting actual results to worry about how passionate they felt while achieving them.

 

Passion is overrated? Oh, absolutely. Passion is the seductive lie we’ve all been sold. “Follow your passion,” they say, as if passion alone pays the bills, builds empires, or changes the world. In reality, the real movers and shakers? They aren’t wide-eyed romantics chasing passion—they’re cold-blooded executors, driven by discipline, detachment, and doing the damn work.

 

Passion is like alcohol—it feels great, but too much of it clouds your judgment, inflates your ego, and makes you think you’re invincible. Besides helping you speak fluent English ex-tempore. Meanwhile, reality is waiting around the corner with a sledgehammer.

 

So, passion or pragmatism? Passion is like a sugar rush—exciting but temporary. Pragmatism aka systems, strategy, and execution? That’s the boring, unsexy stuff that actually works.

 

Passion is overrated. So, get over yourself. Passion is that clingy ex who promises the world but leaves you broke, bitter, and questioning your life choices. “Follow your passion,” they said. Yeah? Tell that to your landlord when you can’t pay rent because your handmade vegan candles didn’t exactly disrupt the wellness industry.

 

Passion is a narcissist. Execution is a hitman. Passion convinces you that your brilliant idea is a gift to humanity. Execution reminds you that nobody gives a damn until you prove it works. Steve Jobs didn’t build Apple because he loved computers. He built it because he hated mediocrity and wanted control over everything, including your wallet. In the Indian context,  Dhirubhai Ambani didn’t wake up passionate about oil refineries. He woke up thinking, How do I make this entire system my playground? Spoiler alert: He did.

 

Passion wants validation. Dispassion just wins. Passionate people want applause. Dispassionate winners don’t even hear the noise. The Wright Brothers didn’t invent airplanes because they were passionate about aerodynamics. They were glorified bicycle mechanics who refused to die ordinary and kept failing till they got it right. Ratan Tata didn’t launch the Nano because of a deep emotional connection with tiny cars. He saw a market opportunity, built it, and moved on while others were still debating passion projects.

 

If you want to see passion as psychological self-sabotage, look no further than Elizabeth Holmes’ , whose passionate belief in Theranos was so strong that she forgot one tiny detail: the laws of physics and biology. Oops. Think closer home in India, remember the passionate founders of Housing.com? Their dramatic boardroom theatrics made for great popcorn entertainment but terrible business. Think less ‘Shark Tank‘ and more ‘Bigg Boss: Startup Edition‘.

 

All the unbridled rallying cry around passion is thanks to what we can term the PIC(Passion Industrial Complex)– which made passion a highly marketable commodity while common sense( like the Rhinoceros) was being endangered.  There is an entire masterclass | coaching economy built on the foundation of passion peddling.  Mukesh Ambani didn’t launch Reliance because of his burning passion for petrochemicals. He wasn’t up at 3 AM journaling about his deep emotional connection to polyester. He saw opportunity, applied discipline, and built an empire while passion-seekers were still finding themselves at Goa retreats, passionately spending their parents’ money.

 

If you look at the dispassionate super achievers like Warren Buffet, who approaches investing with the emotional fervor of someone selecting bathroom tile and compare that to the ‘passionate‘ crypto bros who are tattooing defunct coins on their bodies before moving back into their childhood bedrooms. No different in the case of Azim Premji who was quietly building Wipro with calculated precision, while his contemporaries were experiencing passionate burnout faster than how Delhi street food works through a tourist’s digestive system.You get the drift.

 

Follow your passion is the unspoken code for ” if your father owns commercial property on 5th Avenue, Manhattan or BKC in Bombay “. Thousands of immigrants around the world build successful businesses because they’re passionately opposed to the idea of starving. Dharavi‘s entrepreneurs aren’t pursuing leather-working passions with artisanal enthusiasm—they’re too busy building actual businesses while passionate MBA graduates debate their ‘purpose‘ over ₹500 coffee(Cold Pressed).

 

There is a misunderstood middle path when it comes to passion. Effective achievers cultivate interested detachment, not blind passion. Ray Dalio made billions with all the emotional investment of someone choosing between identical paper clips.

 

Jeff Bezos wasn’t passionate about books. He was passionate about world domination, next-day delivery, and making sure you never leave your couch again. That’s why Amazon is where it is today. That is why they say Passion writes poetry. Dispassion writes paychecks.

 

The unsexy truth: discipline outperforms passion. The next time a LinkedIn influencer tells you to ‘hustle with passion,’ remember that the person making the real money is the dispassionate algorithm designer who created the platform where that passion-preacher is performing.

 

Now go cancel your “Find Your Passion” workshop and do something that actually pays.

 

 

 

 

The irony is that how we have turned ‘ finding balance ‘ into another stressful obligation.

 

Before we get on with it, a quick look at the multiple coinages of capitalism that we have(or not have) been privy to over the years. Of course these are beyond the standard “crony capitalism” and “compassionate capitalism“:

 

1. State Capitalism – Government plays a strong directing role while maintaining market economics (e.g., China, Singapore)
2. Stakeholder Capitalism – Corporations serve interests of all stakeholders (employees, community, environment) not just shareholders
3. Surveillance Capitalism – Economic system based on commodification of personal data for profit (coined by Shoshana Zuboff)
4. Conscious Capitalism – Business should operate ethically while pursuing profits (popularized by Whole Foods’ John Mackey)
5. Platform Capitalism – Economic dominance of digital platforms that mediate between service providers and users
6. Disaster Capitalism – Exploiting crisis situations to implement free-market policies (coined by Naomi Klein)
7. Casino Capitalism – Speculative financial practices with little connection to productive economy
8. Welfare Capitalism – Strong social safety nets coexisting with market economies (Nordic countries’ models)
9. Inclusive Capitalism – Attempting to address inequality while preserving market structures
10. Turbo-capitalism – Extremely accelerated, deregulated form of capitalism
11. Laissez-faire Capitalism – Minimal government intervention in markets
12. Green Capitalism – Market-based approaches to environmental issues
13. Digital Capitalism – Economic model centered on digital technologies and networks
14. Venture Capitalism – Economy driven by high-risk investments in potential high-growth startups
15. Monopoly Capitalism – Economy dominated by large monopolistic corporations
16. Patrimonial Capitalism – System where inherited wealth plays dominant role (highlighted by Thomas Piketty)
17. Philanthrocapitalism – Using business methods to solve social problems through charitable giving
18. Zombie Capitalism – Focused on failing businesses kept artificially alive through various supports

 

I am sure there are a few more that I certainly would have missed out on but what I didn’t want to miss out on is the New Kid On The Block: Equilibrium Capitalism.

 

A friend of mine gives me the hibby jibbies: watching her schedule her ‘spontaneous me-time‘ between Zoom calls while simultaneously ordering groceries and listening to a mindfulness podcast felt like watching someone perform surgery while riding a unicycle.

 

Our obsession with balance has become totally unbalanced. The metrics madness has taken over Planet Earth from the looks of it- screen time, steps, gratitude moments, sleep, meditation minutes, calorie intake, hydration etc etc. Life’s dashboard has about 17 pie charts and soon we would need another pie-chart to measure our obsession with pie-charts.

 

Balance: The fastest route to forgettable -Nobody remembers the guy who played it safe. Nobody celebrates the brand that kind of took a risk. The world worships those who went all in, flipped the table, and broke the game.Would you rather be the Steve Jobs who obsessed over fonts, fired his own team, and came back from the dead to make Apple a trillion-dollar monster… or the “balanced” CEO of Nokia? (Wait, what was his name again?).

 

This is not a lie! The best stuff in life is 100% unbalanced. Great food? It’s 90% fat, salt, and sin. Great art? Made by sleep-deprived maniacs ignoring the real world. Great love? Messy, intense, and absolutely not balanced. You think Elon Musk is getting 8 hours of sleep, meditating, and sipping green tea? Nah, he’s sleeping in a factory, launching rockets, and breaking Twitter for fun.

 

Balance is for yoga. Boldness is for game-changers. Listen, if you’re a gymnast, by all means, balance away. But if you’re trying to build something legendary—a career, a business, a legacy—moderation will bury you. The world isn’t changed by the well-balanced. It’s shaped by the unapologetically obsessed.

 

Welcome to the social media balance illusion– TIE: The Instagram Effect. The pressure to go public with our balance achievements. Because in the vast ocean of social media real estate, there is just no room for vulnerability and anything even remotely less than super perfect. ” Sarah’s(fictional character) Instagram feed is is a masterclass in balance theater—morning yoga by the window, perfectly arranged desk salad, evening book with artisanal tea. What you don’t see is the 47 takes, the deadline panic, and the UberEats wrapper hidden just out of frame.”

 

Balance is overrated. Period. Here’s the thing:Life isn’t a tightrope; it’s a rollercoaster. Some days you’ll be on top of the world, and other days you’ll be hanging upside down, wondering how you got there. And that’s the beauty of it. Richard Branson once said, “Entrepreneurs don’t retire; they just find new ways to stay busy.” Balance? Nah. Passion, purpose, and a little bit of chaos? Absolutely.

 

Guilt is the silent killer of balance. You feel guilty for working too much, then guilty for not working enough. You feel guilty for taking time for yourself, then guilty for neglecting others. Newsflash: guilt doesn’t help. It just makes you bad at everything. You take a day off to relax, but instead of enjoying it, you’re haunted by the ghost of unfinished tasks. Spoiler alert: the world won’t end if you take a break. In fact, you’ll probably come back more productive.

The balancing act is a lie. The idea of balance implies that everything gets equal attention. But let’s get real: life is not a perfectly measured recipe. It’s more like a chaotic potluck where someone brought a questionable casserole, and you’re just trying to avoid it. For eg you decide to hit the gym after work, but then your boss schedules a last-minute meeting. Your “balance” just got tipped faster than a Jenga tower in an earthquake.

 

Balance is like a unicorn—everyone talks about it, but no one has actually seen it. We chase it, we Instagram it, we even pretend to have it. But let’s be honest, balance is less of a state of being and more of a circus act where you’re juggling flaming swords while riding a unicycle on a tightrope. And just when you think you’ve nailed it, life throws a banana peel on your tightrope. Splat!

 

So, what’s it gonna be? You still trying to find your work-life balance—or are you finally ready to tilt the damn world in your favor? Balance is a myth, but chaos is a masterpiece. Let’s paint outside the lines.

Balancing Act aka The art of appearing balanced while quietly drowning !Because at the end of the day, the most interesting lives, brands, and ideas weren’t sculpted by balance. They were sculpted by audacity.

So, are you still playing it safe—or ready to make your own rules?

 

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?

 

Rest assured. The caption of this blog post came to light after I read Greg McKeown‘s recent email newsletter with the subject line ” Breakthroughs begin with a break “. Simple yet profound. Thank you Greg.

 

While exhaustion might be the body language that our culture brandishes unabashedly as an acknowledgment to the perennial quest called productivity, let us take care to note at that time, our brain is as effective as our smartphone on 2% battery level. Sure it will work, but barely and certainly not for long.

 

There has been always something obscene about the cult of the hustle, the treadmill of alienated insecurity that tells you that the moment you stop running for even an instant, you will be flung flat on your face*.

 

Talk about self optimisation- as if human beings are search engines??

 

Can we flip the script? How about treating rest as a competitive advantage? Rest can be our secret weapon. The ace in our pack. Rest is not just about Netflix and naps( though, must admit those are glorious). It is about giving your brain and body the space to recharge so that it comes sharper, brighter and more creative. A classic example is that of Serena Williams, the tennis legend. She is an advocate for rest hard. Not just training hard. She has often spoken openly about downtime, rest, sleep, recovery. Sleeping for 9 plus hours only betters her cognitive sharpness, reaction times, muscle recovery as all of it are engineered through rest. And it has not in any way slowed her down. On the contrary, it has only propelled her forward. Just 23 Grand Slam haul– good enough?

 

We all are familiar with the coveted ” shower thoughts “. Increasingly we realise that some of our best ideas are coming in the shower. Why? It is because our brain is finally got a chance to breathe, step back, connect the dots which we fail to notice in the tyranny of chaos. Archimedes and Eureka anyone?

 

The perception that we fall prey to is that rest is reward. That myth has to be busted. Rest is like a Formula 1 Pit Stop. Much needed to keep all our engines running. It is like the Oxygen mask that we need to wear first before taking care of or helping others. It is the strategy that separates the amateurs from the pros. And rest certainly is NOT something you earn after climbing Mount Productivity.

 

The myth of the hustle culture has been selling us this lie that grinding 24X7 is the only way to succeed. That hustle culture is like the over hyped influencer on Instagram. Flashy, loud and ultimately exhausting. Sure, it looks good in the moment, but deep down you are aware that it is unsustainable.

 

Burnout is not a badge of honour. Though the zeitgeist will want us to believe that. A classic example is that of Ariana Huffington. After collapsing from exhaustion, she made rest her mission. She authored a book on sleep, started a company devoted to well-being and became the global advocate for the power of rest. And shall I add she is not exactly slacking in the metric of success.

When Microsoft Japan experimented with the 4 Day Work Week Rule, it was observed that productivity increased by 40%. Turns out that people work far better when they are not on caffeine fumes and regret.

 

Look at these examples for motivation:-

LeBron James, One of the GOAT in basketball– sleeps 12 hours a day. More time on c ourt. Less wear and tear.

Einstein slept for 10 hours a day. Follow the great ones. Theory of Relativity, not a coincidence.

Jeff Bezos: He prioritizes eight hours of sleep, claiming it helps him make “high-quality decisions.” And when you’re running a trillion-dollar company, a few bad decisions can cost billions. So yeah, sleep is a business strategy.

Lin-Manuel Miranda didn’t create Hamilton by grinding nonstop—he was on vacation when the idea struck. “The moment my brain got a moment’s rest, Hamilton walked into it,” he said.

 

If top athletes, artistes, game changers and scientists do it, what’s your guilt? Because society has sold us the lie that exhaustion equals dedication.

 

Rest isn’t a reward; it’s like saying oxygen is a bonus for breathing. You need it to survive, let alone thrive. So, let’s stop pretending that taking a nap is something you earn after a long day of work. It’s time to acknowledge that rest is the unsung hero of productivity. Without it, you’re just running on fumes, waiting for your engine to seize up. So, go ahead, take that walk, or better yet, take a nap. Your brain (and your boss) will thank you.

Embrace slow productivity as Cal Newport articulates in his brilliant book of the same name. It is a book that challenges the myth that more hours equals more success. Nature does not hurry, yet everything gets accomplished.

 

“Stop measuring days by degree of productivity and start experiencing them by degree of presence.” — Alan Watts

 

Now, go take that nap. You’ve earned it. (Wait, no—scratch that. You deserve it, not because you’ve earned it, but because it’s your strategy.)

 

Signing off- to go horizontal for a bit!!!

 

• From Wired article by Laurie Pennie

 

Probably we just did. With the above caption!

 

It’s tempting to be ” all things to all people “. That’s also the graveyard for all your uniqueness, sadly.

 

Appealing to the lowest common denominator, the lowest hanging fruit, because it is the easy thing to do or the ‘ done thing ‘, is the default going around. But, nothing innovative, relevant, meaningful or exemplary came out because of such mindset.

 

It’s a new world of business. So, isn’t it time to ring out the old and bring in the new? A new mandate has to enter the fray.

 

Can we shake free of the past? Including(yes definitely) past successes! Can we re imagine an entirely new way of doing business?

 

Could we stop using these two traditional phrases( I will tell you why):

 

” Push the envelope “

” Think outside the box “

 

The problem with both the above(other than their gross overuse) is:

 

Both suggest that there is an intact envelope or a sturdy box from whose known (and identified borders) we can step out from. But remember:

 

The envelope is already torn and crumpled..and

 

The box has been run over by a speeding trailer truck.

So, the task at hand is to: Think “Weird“, however weird it may sound..be wired for it!

 

(Re)think ” excellence “

Re-Imagine ” leadership “

 

Get strange. Did you know that the No 1 source of innovation is ‘ pissed off ‘ people ? People who just cannot tolerate the mundane, the silly, the mediocre that is happening around them. That’s the origin of the best innovation you can ever lay your hands on. So, go ahead and seek pissed off people! HR, are you listening?

 

Fire the planners. Hire the freaks.

 

An “excessive cult of the consumer“- ” customer driven” also means being slave to demographics, market research and focus groups. So, ‘listening to customers ‘ might just be the No 1 sin in marketing...

 

Turn the cliched phrase on its head. ‘The customer is always right‘ to ‘ The customer is always late ‘

 

Who wanted Post It Notes? Nobody for a dozen years till 3M ‘ wrote ‘ history and we still keep ‘posting’.

 

Who wanted Fax Machines? Nobody for the longest time till a ‘ critical mass ‘ of users came along.

 

Who wanted CDs? Nobody or at least none of us who had just been through the transformation from phonograph records to tapes. Then the kids started using CDs and the awesome quality of sound made us go Ka-boom!

 

In the words of Doug Atkin, a partner at Merkley Newman Harty: ” These days you can’t succeed as a company if you are consumer led-because in a world of constant change, consumers can’t anticipate the next big thing. Companies should be idea-led and consumer-informed”.

 

It’s time to re-imagine. At ISD Global we are constantly trying to be as future ready as possible, driven by the weird, motivated by the untried and fuelled by no fear. To generate ideas that can transform businesses and thereby quality of human life.

 

Your time starts now. The clock is ticking!

 

ENDS