Suresh Dinakaran's Blog

 

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

 

Amidst a vast retinue of designations that already prevails in corporate circles (albeit with little regard to the actual job profile), here is a fervent plea for a new one to be introduced into the mix. The CSO: Common Sense Officer. 

 

Look no further. There is a huge Blue Ocean opportunity for corporates. Probably even a Green Swan opportunity. Where Common Sense is the next big  Competitive Advantage. With deep respect to a certain Michael Porter.

 

We have seen so many companies fall prey to fancy sounding management fads while ignoring obvious solutions. Missing the wood for the trees. Corporate jargon is like a buzzword bingo where the cherished prize is complete waste of time.

 

Then there are those Meeting About The Meeting About The Meeting. In the time that it took to align 12 executives schedules for a meeting to solve the crisis, the problem solved itself. If there is anything that defies common sense with a vengeance is the corporate meeting culture. Platforms like WhatsApp, Linked In etc are considering to have default settings for its users that state ” in a meeting “. So that you don’t have to offer any status updates. Status quo will do just fine.

 

Cubicle Logic is always at loggerheads with Real World Logic. In the real world if something is broken, we fix it. In the corporate land, a committee is formed to discuss the implications of acknowledging its brokenness. Then, you also have the 27 point approval process needed to change one word on the corporate website.

 

Some of the things you see, ie a collection of bizarre contradictions, you are tempted to call it the Corporate Paradox Zoo. The rallying cry is KISS(Keep It Simple Stupid)- Come see our exotic exhibit: the annual ‘Simplification Initiative‘ that requires 87-page implementation guides. CEO: ” We are establishing a Task Force and going in for a complete de-bureaucratization. Three new departments are being set up and twelve additional forms are being brought in to minitor and implement this”.

 

These are the settings where your onboarding and orientation include knowing ” How to nod thoughtfully while someone explains why a simple email requires six weeks “. And taking translation classes that will tell you what implementing agile methodology is (read “we realised that we should have talked to our customers”). Where “Leveraging existing capabilities for strategic advantage” simply means “Using what we already have“.

 

What comes with the territory in corporate environments include corporate bureaucracy, legacy systems, red tape, and mindset issues.

 

Mindset traps allow smart( really smart at that) people to make dumb decisions. A brand like Apple removing the headphone jack on iPhones – forcing customers to buy expensive accessories, despite clear user inconvenience. Common sense signals that don’t fix what people love. But arrogance finds a way to over ride logic.

 

We are fixated to past decisions than we would like to admit. And therefore companies love doing the same thing, over and over and over again. Blockbuster(the pioneer in DVD rental business) rejecting Netflix‘s offer of buying them for US$50 Million because they believed that people would always prefer DVD rentals. Blockbuster filed for bankruptcy in 2010.

 

Corporate Legacy is another Graveyard of Common Sense. Eg Nokia remaining adamant and sticking to hardware dominance while the world was moving towards software-driven smartphones.

 

If you ask me what is the rarest resource in boardrooms, my resounding response would be common sense. Coca-Cola ignored decades of brand loyalty and market intelligence, only to backtrack within months after its New Coke disaster of 1985. Blind spots created by over complication.

 

Common sense says(actually shouts) that if you don’t disrupt yourself, someone else will. Look no further than Kodak. It invented the digital camera in 1975 but refused to commercialise it because film was their cash cow. Common sense would have dictated towards pivoting to the future but Kodak wanted to continue its romance with film. Clinging to film showed their corporate inertia9towards innovation) as they took the first step towards writing their own obituary.

 

Red Tape should be the Red Flag bearers and considered a devout enemy of common sense. The Volkswagen emissions scandal, where internal bureaucracy and a focus on short-term gains overrode common-sense ethical considerations, leading to massive reputational and financial damage. In India, the delays in implementing GST due to excessive red tape and political bureaucracy, could have been streamlined with a common-sense approach to collaboration.

 

Tata’s launch of the Nano car, which initially failed due to a lack of common-sense marketing (positioning it as a “cheap” car instead of an affordable, innovative solution.

 

Leadership has a key role in promoting common sense within organisations. Once Satya Nadella took over at Microsoft, he moved it from a know-it-all organisation to a learn-it-all organisation, an organisation that thrives on empathy and common sense rather than cut-throat competition.

 

Common sense is a powerful ammunition in crisis management. Very evident in Toyota‘s handling of the 2010 recall crisis where it relied on complete transparency and customer safety rather than aim for short-term profits, showcasing common-sense leadership.

 

Zomato in India focused on addressing key customer concerns through features like live order tracking and instant refunds, simple, logical solutions that have fostered customer loyalty and growth.

 

So, what is the CTA( Call to Action)?: Building a University of Common Sense. Where employees are trained to think logically, challenge defaults, and prioritize simplicity. This is a Blue Ocean opportunity beating the next best by several nautical miles.

 

If this is a subject that strikes a chord, I will encourage you to watch the interview in BrandKnew with Martin Lindstrom, author of the seminal book ” Ministry of Common Sense “.

 

The two lines are no different. Create a Viral Video and Make Me Win a Lottery. It is the equivalent of saying, ” Horse riding is a no-no but I do want to head a cavalry regiment”. If wishes were horses…

 

So, all the brand and marketing directors who are challenged not to look up from their Ledger of Lack( of viral content) and holding fastidiously onto their KPI sheets, the magical request that echoes at every client meeting ” Abracadabra–make us a viral video ” resulting in eyes that twitch non stop and ears that wax up(in defense?).

 

There is a thought that goes around: that viral video creation is like baking a cake – follow a recipe, put it in the oven and voila- 10 Million views later you have the next Gangnam Style. And it never surprises that this supposedly Steven Spielberg style production and Christopher Nolan style execution has to be delivered on a student film budget. And though we wanted this to go viral last week, tomorrow is fine( yes, with 18 revisions).

 

And all these czars of branding and marketing are well versed with what has worked and will drop case studies like a hot potato. Here are the more common ones(inspiration if you will):-

 

• We want something like the Dollar Shave Club viral video.  Yes, the 2012 masterpiece that everyone and their aunts references. All the time completely forgetting that their Founder( Michael Dubin) was a trained improv comedian, they shot that video for US$4500 when no one was doing any quirky DTC ads. And when everyone tries to copy it, it doesn’t go viral. The internet can’t see eye to eye with copycats.

 

• Make it like Old Spice‘s ‘The Man Your Man Could Smell Like‘!”- Sure, happy to. Just give us Wieden + Kennedy‘s creative genius along with Isaiah Mustafa and several months of research and preparation( remember this viral video the client is briefing you on is needed the day after tomorrow). And, if you own a time machine, go back in time to 2010 when this approach was unabashedly fresh. Old Spice did not ask for a viral video. Their core objective was to make their brand relevant to women who buy men’s products.

 

• Can we do something like the ALS Ice Bucket Challenge that melted the internet? Yeah, thats a piece of cake. Except that everyone forgets this wasn’t a planned campaign. It evolved organically and worked because real people (not brands) drove it. Yet every brand meeting since has included someone saying “let’s create our own Ice Bucket Challenge! Time to take this off the bucket list friends.

 

And just to balance things out, let me add a devastatingly real-world example- who can forget Pepsi‘s 2017 Kendall Jenner protest ad? Boy did it go viral. And how. Only as a masterclass in uniting the internet in collective outrage. They wanted to go viral, they went viral and ended up asking WHYral? So, be careful what you wish for. Don’t tempt fate.

 

No, adding a dancing cat won’t automatically make your B2B enterprise software video break the internet. Though I admit watching Mr.Whiskers explain cloud computing would be more entertaining than your current PowerPoint. What happened? Cat got your tongue?

 

The most viral things on the internet are usually accidents or authentic moments. Strong emotions!  Unfortunately, “mild interest in our new product features” isn’t one of them. Neither is “corporate-approved enthusiasm.”

But My Nephew said…” Expert

“My nephew said we need more memes. He’s 14 and really good at Fortnite.”

Ah, the nephew—the unsung hero of marketing strategy. Who needs data-driven insights when you have a teenager who once got 50 likes on a TikTok. Outrage on Planet Social.

 

So, the next time you get a brief that smells or sounds like this ” we don’t know what we want but we will know it when we see it” , you know what to do.

 

I am quite keen to know who invented metrics. Especially when I hear the brand say we will measure the success of the campaign by the number of likes metrics. That directly translates to ” if it doesn’t get a million likes, it is a failure “. Forget brand recall, sales, or long-term impact—let’s judge the entire campaign by how many strangers double-tapped on Instagram.

 

And last but not the least, as you are concluding the meeting – the one for the road( or trash you decide)-coming from the #Hash You Like It Brigade–  Just add #Viral and #Trending. That should do it.

 

All this has left me totally confused as to what should be the new pecking order:

 

” Pls make a viral video”—would this be a request that ranks right up there with “Make it pop,” “Use AI,” and “Can you make the logo bigger?”. Pray, tell me.

 

And we all thought that the credit goes to a certain Mohandas Karamchand Gandhi , who wanting to have Indians revoke their cooperation from the British government, with the aim of persuading them to grant self-governance, kicked off the Non Cooperation Movement in India back in 1920. How remiss of us.

 

All of us have been at the receiving end of corporate jargon for a while now. The idea was to make communication slick but what it has ended up as a soul sucking black hole of meaningless hoity toity sounding phrases that add zero value(rest assured) except to those Death By PowerPoint HR Slides.

 

Let’s take a look at some of these jargon speak and see what we may interpret from each. So, here’s some plain speak on the most abused corporate buzzwords that are single-handedly responsible for turning meetings into hostage situations:-

 

1. Touch Base: Apart from sounding like a flagrant violation of moral ethics and privacy, and all the pandemonium stirred by the #MeToo movement, who on earth gives you the authority to touch someone’s base? You shouldn’t even contemplate doing that with a barge pole. Are you trying to be Ace of Base? Well, in reality, it is the well established corporate practice of ‘ doing nothing masquerading as productivity ‘.

 

2. Paradigm Shift: If Corporate were to be having a Vending Machine, this would be definitely be their top seller. Working multiple shift. The intent is to show that ‘ we are doing something unique, innovative and we want you to be impressed ‘. That translates to for eg in advertising– this campaign will be a pardigm shift on how retail brands do their communication. And what does the campaign say:- ” 25 to 70% on all items “. I dare call it ‘ paradigm shit ‘ and you are not getting one dime from me for that.

 

3. Low-Hanging-Fruit: Did you know there is a new fruit in town- it is called the low hanging fruit. Full of antioxidants sorry anti accidents and one a day will keep critical appraisals at bay(Lest there be a clash of ego, I didn’t want to bring the other fruit, apple into the picture). Deeper translation of this would be that my die hard lazy cousin Venkat would do this without battling an eye-lid. But we have to make it sound like a masterstroke. Re-targeting existing customers for example. Wow, simply genius.

 

4. Think Outside The Box: This one brings out my boxer’s instincts. And the least I want to do is haul them over George Foreman‘s grills. The brief goes something like this:- ” come up with something wildly creative, while making sure its ultra safe, universally liked and it is something that we have done multiple times in the past “. In our experience at ISD Global when we recommend something like ” how about putting a dog riding on a skateboard holding your product and balancing it with elan and not letting go”, the reaction we most often receive is “That is too risky.  Let us do a (boring ) customer testimonial video. So, you figure out- whether we are inside or outside the box.

 

5. Let’s Take This Offline: If pretense were to be given an Oscar, this one would take centre stage. Admittedly, the story is ” I have no clue what you are talking about but I don’t want to come across as ignorant in this meeting (considering that I am the Chief Experience Officer). We can always pretend that we will talk about it later and then I fervently hope that you will forget“.

 

6. Let’s Circle Back : Alternative for saying ” How do I not make this work as I have neither the expertise, the wherewithal or the intent to find a solution “.  It is the richer cousin of Let’s Take This Offline. Remember it takes two to NOT do.

 

7. Granular Approach: Mumbo Jumbo for ” Lets micro-manage this to it’s grave so that most in the team will start regretting they were ever born “. Boss: ” Show me the last 5 years marketing strategy, ad verbatim, but I insist that you show it in three different font sizes. No change AT ALL please “. And you end up muttering under your breath ” Why not I write a Suicide Note instead “. Justified, yes.

 

8. Bandwidth: The corporate experts on this will go to any length(and width of course) to drop this manna from heaven( or so they think). When I first heard this, I thought this was a reference to either the FM or AM frequency on the radio. I must admit that I suffer from AICOI(Auto Immune Curse of Ignorance). As you talk about an important project and expect support from the other side, prompt comes the response, ” I’d love to, but I just don’t have the bandwidth “. You see the last hour he( with his Lactose intolerance) spent was on Instagram researching the best Avocado Toast recipes. If he had the band with him, he sure would have blown his own trumpet, while blowing your request away.

 

9. Fail Fast, Fail Forward: I really I wish my Mom would tell me this when I was in School. I was(?) no good you see, but unfortunately she did not have the advantage of the hastily put together, crafted to deceive Mark Zuckerberg coinage. The real side of the story is that ” we have no clue what we are doing, so, the best thing to do is glorify failure, we have burnt out all our investors money( on the 17th Food Tech company coming out of East London), because we wanted to fail fast, fail forward “. So, this too shall pass. 

 

10. Data-Driven-Decisions: Now I know why they say ” data is the new oil ” though I was surprised that the grocery store I frequent did not have this new oil when I asked for it. He was graceful enough to give me a 2 litre pack of another brand and an inspiring afterthought “ Fortune favours the brave son “. What this actually means is that we can selectively pick data that fits into our scheme of things and ignore the ones that don’t. After all, ignorance is bliss. ” Me to CEO: data shows that our users hate this new feature, CEO to me: data also shows that our employees love the new feature. So, it stays “.

 

11. Synergy: The unholy communion of buzzwords. It is the corporate method of putting two things together, who have no business to be in the same boat but hoping for the best. Probably the linguistic equivalent of putting pineapple pieces on pizza and having the audacity to term it innovation. ” We have to have an omni channel strategy but our E Commerce site crashes far more often than it should especially when there is a sale, our retail stores are empty, so let’s find a synergy between the two “.

 

12. Ping Me: If you are not good at table tennis, this is something that will ostracise you and making a comeback is an uphill task. What you have to read between the lines here is that ” I am too important and busy to remember this, so, you remind me “. It is the digital equivalent of a nudge but with no sensitivity to subtlety. What you should also consider and be ready for that one line marvel ” Ping me if you need anything ” is that I will continue to ignore your message and you will need to remind me 38 times before I condescendingly decide to respond.

 

13. Boil The Ocean: This is a new one for me and still coming to terms with it. We just got used to swimming against the tide and get into Blue Ocean territory and if they expect us to be swimming in a boiling ocean, it is a bit too unfair. This comes hand in glove- ambition at happy loggerheads with delusion. We are unloading all ammunition at one go in a frenzy of carpet bombing knowing fully well that most of it will never find its target, but we will do it nonetheless.

 

14. Deep Dive: Destination Shallow End of the Analysis Pool. What it means is thorough research, diligence and validation. What actually transpires is a 10 minute skim of the Executive Summary, 6 hastily made Pie(in the Sky) Charts, before the profound landmark prognosis ” the data speaks for itself “. Even though the data is mumbo jumbo with a vengeance.

 

So, how do we lesser mortals get our own back?

 

Time to come clean and admit that our corporate vocabulary that is ambiguous, elastic or inelastic( depending on which side you are pulling it from- giving or receiving) needs an overhaul. So, the next time you hear ” Let’s leverage our core competencies to realise synergestic outcomes “, you know what to do.

 

Time to come a full circle(back?)!