Suresh Dinakaran's Blog

 

You might know why texting was invented. Just in case you didn’t, the Finns at yesteryear mobile giant Nokia could not bear face to face rejection when proposing dates.

 

Equally compelling is the story why the stethoscope was invented. French physician Rene Laennec who invented the stethoscope dreaded placing his ear on the patient’s chest especially when the patient was a woman.

 

History is rife with many famous inventors and creators who were very shy. They include the likes of Nikola Tesla( whose inventions fundamentally shaped our modern world by revolutionizing how we generate, transmit, and use electricity),  Albert Einstein ( Theory of Relativity & much more ), Steve Wozniak ( Co Founder of Apple) and J K Rowling( author of the famed Harry Potter series). Their shyness allowed them to focus deeply on their work and bring transformative ideas to life.

 

Shyness also serves as a fodder for resilience and perseverance, two key traits for inventions and bringing game changing ideas to fruition. Shy people also gravitate towards technology to engage with the world indirectly. Resulting in innovative apps, devices or systems that enhance connectivity or simplify tasks. Shyness often leads to people spending time alone, in solitude which in a lot of cases is the bedrock for creative thinking and experimentation- they thrive in solitude.

 

Because shy people are introspective and sensitive, they are able to design products that cater to human emotions and unspoken needs. Shyness and caution go hand in hand leading to inventions that improve safety, security and efficiency. Resulting in them being able to invent and bring to world things like encrypted messaging, privacy tools and ergonomic designs.

 

On the one hand while we see shyness as a social challenge, it is a powerful catalyst for creativity and invention.

 

So why not shy, when the potential for invention is high?

 

The most well-known quote regarding a “lump in the throat” is attributed to poet Robert Frost, stating: “A poem begins as a lump in the throat, a sense of wrong, a homesickness, a lovesickness.”. This phrase captures the idea that a feeling of constriction in the throat can often be a precursor to deep emotions like sadness, longing, or nostalgia. 

 

Creativity, after all, is just our best sense making mechanism for what this is and what we are. We create — a poem or a theorem, a novel or a song or a product or a work of art — in order to explain the world to ourselves and explain ourselves to the world.

 

The value of marketing does not lie where you have been told it is. So, time to forget those tired email lists, the expensive pre-roll ads, the same old meeting same old. Time after time. As we move on from an ownership economy to an experience economy, what we are responsible to deliver for our patrons and audiences is edge of the seat experiences that bring goosebumps, that LIT(lump in the throat) feeling. Experience is the new ownership. 

 

Forgiveness has the quiet power to dislodge the lump of blame from the thorax of time and fill the lung of life with the oxygen of the possible.

 

Passion capital is a powerful ally if you want to create the LIT(Lump in the Throat) for your customers. Look no further than brands like Pixar, Singapore Airlines, Disney, Apple, Cirque du Soleil etc. What separates the women from the girls?  The great brands from the average ones. Yes- you guessed it- The World’s Most Valuable Asset. Passion Capital.

 

In a world savaged by commoditisation and frenzied obsolescence( both planned and unplanned) in a perennial quest to be within the SOS(Sea of Sameness), the experience that you deliver, the WOW, goosebumps one, the one that brings the LIT(lump in the throat) into play, will be your best product or service.

 

 

As a brand owner, the quest would be to keep saying ‘ we LIT up the experience ‘ for our customers. Because they are emotional. They are tribal. They are predictably irrational. Because analytics can only inform, but emotions compel.

 

 

 

 

 

Raise the (Brand) Bar! Not just praise from afar. Your brand too can be a star. So, bring it on the radar!

 

There is a myth that needs to be debunked- the sooner, the better. That attention is scalable. Adding to team members, pumping in more resources, automating processes etc are all tried by organisations and entrepreneurs alike in the hope that they can scale attention. Alas, all these are sub optimal tactics and do not deliver.

 

Paul Graham‘s essay “Do Things That Don’t Scale” highlights this paradox beautifully. He argues that the most impactful actions often require personal engagement and a hands-on approach, which are fundamentally unscalable.

 

Think about it. When was the last time you truly gave your undivided attention to something? In our hyper-connected world, we’re constantly bombarded with notifications, emails, and messages. At ISD Global, we’ve observed this phenomenon across industries – from healthcare to fintech, from education to retail. The more we try to expand our attention bandwidth, the thinner it gets stretched.

Brands, marketers, and businesses have been conditioned to believe that more visibility equals more success. But is that really the case? The law of diminishing returns is at play here—more exposure does not necessarily translate to more engagement, let alone trust. In the world of branding and communication, companies often fall into the trap of believing that more is better—more ads, more social media posts, more emails. But the reality is, without a strategic approach, this only leads to diminishing returns. Attention doesn’t scale linearly; it’s not a numbers game. It’s a quality game.

There is less to more than you think.

Take a moment to consider the barrage of content that bombards us daily. Newsletters, notifications, live streams, reels, tweets (or should we say X-posts?), all screaming for that sliver of undivided attention. But does it work? Not quite. The problem isn’t that people aren’t paying attention—it’s that they can’t, not at the scale businesses want them to.

The future of work isn’t about expanding attention – it’s about allocating it wisely. It’s about understanding that while technology can scale indefinitely, human attention remains precious and finite. In our consulting practice, we’re seeing organizations that embrace this reality outperform those still chasing the myth of unlimited attention spans.

 

We constantly need to remind brands that grabbing eyeballs isn’t the same as holding minds. The brands that truly succeed in today’s hyper-noisy world are those that focus on depth rather than breadth. Instead of chasing vanity metrics like views and impressions, they double down on meaningful engagement. Scaling attention isn’t about increasing reach; it’s about increasing resonance. And that happens when brands shift from merely broadcasting messages to fostering genuine connections.

So, what’s the new attention paradigm?  What’s the way forward? Instead of stretching attention thin, we need to deepen it. Here are a few ways to do that:

Focus on substance, not just spectacle. Virality fades, but value endures.

Prioritize depth over width. A smaller, engaged audience is more powerful than a million passive viewers.

Create trust, not just noise. Attention is fleeting, but trust compounds over time.

At ISD Global, we champion brands that defy the attention economy’s rat race. We believe in meaningful engagement, disruptive storytelling ( we craft what is called UFP- the Unique Feelings Proposition ) , and an unlearning-first approach that shapes the future of brand communication.

 

So, the next time someone tells you that scaling attention is the key to success, ask them this: Is it attention they’re after, or impact?

 

Because at the end of the day, only one of those truly scales.

 

The 5th of Beethoven was an all time favorite and my first exposure to it was from the Saturday Night Fever album. The appeal, the aura, the agitation, the audacity, the unabashed release of creativity, the freewheeling restraint, had me spellbound.

 

While it is very remiss of me to have heard Beethoven’s ‘ Ode to Joy ” only very recently, what will cause it to remain etched in memory forever is the fact that Beethoven composed this one of the greatest all-time classics while battling total deafness. Beethoven’s “Ode to Joy” is not just a musical masterpiece – it’s humanity’s heartbeat set to melody, a testament to the indomitable spirit that resides within us all. An incredible against all odds chapter worth cherishing and being inspired by.

The magic lies in how it builds. Starting with a whisper, a gentle hint of what’s to come, it grows like a thought becoming a conviction. When the full orchestra joins in, accompanied by the choir declaring “Alle Menschen werden Brüder” (All people become brothers), it’s not just music anymore – it’s a manifesto of human unity.

 

The Ninth Symphony is based on Friedrich Schiller’s poem An die Freude (To Joy) did not just set the cat amongst the pigeons, it shattered stereotypes, time and space. Beethoven could have been a willing sucker to wallowing in self-pity( can I have some cheese to go with my whine?) , given his condition and a life drenched in turmoil but he ended up creating an anthem of euphoria. Rebellious, raucous, reverberating, a rallying cry for joy to be centre stage. Beethoven’s “Ode to Joy” is not just a musical masterpiece – By 1824, when the Ninth Symphony premiered, Beethoven was completely deaf. He couldn’t hear the thunderous applause that followed. Yet, he gave the world its most eloquent expression of joy.

 

Most of us treat joy like an occasional indulgence; we suffer from imposter syndrome as we do that. By default, the culture has set it that joy has to be hard won, after a long and tiring day at work, a noble deed, or a milestone ticked off. Beethoven, in his raw, unabashed, surreal genius screamed exactly the opposite. He said ” Joy is not a privilege. It’s a right, a birthright “. Not the sugar-coated, joy filtered and primed multiple times by social media but the primal, deep, soul stirring, goose bumps generating joy.

 

Somehow as a tribe, we are so apologetic about seeking joy. We walk around as if joy is contraband and we are into trafficking. We dumb down on our happiness, hinge it to achievements and artificial benchmarks. We tell ourselves- I will wait for tomorrow- and that remains in a state of perpetual postponement. But our inventory of tomorrows are finite and we will soon run out of them. 

 

Ready to Die Empty? 

 

Let me promise you that joy is not a future situation. It is a present decision. And the present is a present. So, wake up!

 

Today, as I write this from my corner of the world, watching the setting sun paint the sky in hues of orange(awerange should be more like it?) and grey, leaving you gasping soaking in this unmatched visual spectacle choreographed by nature, I’m struck by how relevant Beethoven’s message remains. In an era of digital walls and viral divisions, “Ode to Joy” reminds us of our shared humanity. Joy, after all, doesn’t recognize borders(geography is history in any case), doesn’t need translation, doesn’t check your social media status.

 

As we ride the pandemonium filled journey called life, a gentle reminder- joy is not a luxury, it is not to be conserved for the future but it is be seized in the present. And, just in case you feel pangs of guilt thinking about, may I suggest you close your eyes and let Beethoven’s masterpiece wash over you and come out salved on the other side realising what it means to be gloriously, unabashedly human.

 

So, here’s your challenge: Beethoven your life. Live like a Symphony. Make it loud, make it large, make it count. Make it unforgettable. Make it an ” Ode to Joy “.

 

 

The culture would tempt us to be all of these. And culture is about people like us, doing things like this.

Take the path, most traveled. That is easy.

Follow the herd. Become one of the tribe. That is easy.

Swim in the SOS(Sea of Sameness). That is easy.

Not wanting be contrarian. That is easy.

Looking the other way, rather than get in and contribute. That is easy.

Thinking of the here and now, short-term. That is easy.

Hoping that things would change without intent or action. That is easy.

Defer, procrastinate, put aside. That is easy.

Shy away from responsibility. That is easy.

Being an ally of complacency. That is easy.

Not stand up for your cause or any other just cause. That is easy.

I, me, myself. That is easy.

Preserve the status quo, even though it clearly is not working. That is easy.

Remain lost rather than find a way. That is easy.

Saying it does not affect me. That is easy.

The outside world provokes, persists and insists on changing the story we tell ourselves. Our attitude doesn’t have to be driven by the outside world, but sometimes, they overlap.

 

With an attitude of possibility and resilience, we can care, lead, differ, impact.

 

The journey to the next and realising your best begins with wanting to do better.

 

And when you look back, you would realise, that is easier.

 

Look all around and you can see sameness emblazoned unabashedly. In the culture where “ people like us do things like this ” only.

 

Whether it is in social media posts and the status quoted, the perennial quest is to be like the next, the me too, the also ran, without of course the realisation that they are going down south rapidly down a rabbit hole. Being tribal might have something to do with it. The perceived security in sameness and conformity being the tyrants here.

 

When we were telling ourselves at ISD Global why people should even consider talking to us, let alone do business with us, the common refrain that emerged was ” The world certainly does not another advertising or branding agency “. Yet, it could do with an other agency. So, the effort at all times was how can we remain relevant while being distinct and compelling. We were prepared to put the right thing in the new place and discover what that leads to viz new thinking, new perspectives, new possibilities.

A simple pointer. We notice things because of contrast or contradiction not because of something blending into the background. In any case, the brain remembers what it least expects, so, the least you do is deliver the unexpected. If you do not wave the flag on your individuality, your sense of style, leaving your footprint, no (by design) anomaly, or your idiosyncracy, you get relegated to the background. The map is not the territory, neither is noise the signal. 

 

This malaise of sameness is everywhere: marketing campaigns, business pitches, or movie trailers, each trying to outdo one another while somehow sounding exactly the same. Some elementary reminder here: Consumers are statistics, customers are people. 

 

In our space, there is always talk about competitive advantage. The best route to enhance that into a competitive sustainable advantage is to understand that no one can out-you, you!

 

Let the rough edges show- let the power of vulnerability be a calling hard. In a frenetically commoditised world, USP is passe.

 

Go for UFP(Unique Feelings Proposition)!

 

Some of us may have the ability to see around corners. But, that still is a corner. On a long winding drive, you would be able to see only till your headlights allow you and you keep figuring out as you continue on the path and keep discovering milestones, places, opportunities. You just can’t wait for everything to be figured out before you embark.

 

If we were to compare that situation to a movie, once everything is figured out( the default Set-Up | Conflict | Resolution model that most movies follow), that is when the credits begin to roll. Post the resolution or climax in cinematic language. Life is like a movie- we figure out things as we go along, not having a drawing board that has sketched out our paths.

A few steps at a time. Some have even gone to the extent of fixing the parachute on the way down. Uncertainty is where it all kicks off. That is the conduit to continuous evolution and expansion. There is no bound script to refer to which tells us what comes next. All the world is a stage and you write the lines that you want to tell the world.

 

Starting before you are ready is the best time to start. Lets us remember that we human beings are rough drafts that continually mistake ourselves for the final story, then gasp as the plot changes on the page of living.

 

 

 

There is a sell-by date to most things in life. And, inspiration is no different.

 

We all have ideas. They seem immortal. They can last forever. Not perishable. Ideas are aplenty. But ideas without action are regrets.

That is not the case with inspiration. Inspiration is perishable. Like fresh milk. Or fruits. There is an expiration date.

 

The Power of Now( also a seminal book by Eckhart Tolle) cannot be overstated. There is never a better time than NOW.

 

If you want to do something, you have to do it now. You can’t put it on a shelf and wait for two months to get around to doing something about it. You just can’t say you will do it later. Later, you won’t be pumped about it anymore. Simple as that.

Inspiration does not come with any advance notice. So, if it happens to come to you on a Friday, kiss your weekend plans goodbye and get around to dive full depth into the project or idea. Inspiration is like a time machine. When high on inspiration, you can get the equivalent of three week’s work done in twenty four hours. Try it!

 

Inspiration is a magical thing, a productivity and creativity multiplier, an unabashed motivator. But, it won’t wait for you. Inspiration is a NOW thing. If it grabs you, grab it right back and put it to work. After all as Issac Newton told the world ” Every action has an equal and opposite reaction “.

 

 

 

My colleagues at ISD Global have always been irked by the fact( and justifiably so) that I remain very open to sharing our ideas and concepts to the world. Their apprehension (not out of sync in any way) is that it will get copied or stolen without our getting any attribution or benefit. My take on that always has been: so be it! Guarded in the fact that our sense of individuality, mindset, execution abilities etc are NOT commoditsable.

In a world that is rapidly getting commoditised, also-rans and me too fill the universe. As humans, right from the hunter-gatherer stages, we always found safety and recluse in being part of a tribe. Doing our best to fit in, comply, adhere, conform.. but we need to recognise is the fact that a society that once used to reward people for fitting in is now seeking and saluting people who stand out.

So, there’s a great way to protect yourself from the umpteeen number of copycats. By making you as an integral part of your offering or service or solution. Inject what is unique about the way you think into what you sell. Decommoditise your product. Make it something that no one else can offer.

 

Look no further than Zappos.com, the online shoe retailer. On the face of it, the brand is no different from a FootLocker or any other aggregator platform. That said, the big difference that Zappos brings in is CEO Tony Hsieh‘s obsession with customer service into everything he does.

 

At Zappos, there are NO scripts that call centre executives are expected to parrot like the rest of the customer service world. They can talk to customers for as long as they want. Not just that, Zappos HQ and their call centre are in the same premises(not oceans apart like most of the rest). And all of Zappos employees(even ones not in customer service or fulfillment) are expected to work in the warehouse and answer telephone calls from customers. It is this devotion to customer service that differentiates Zappos from other online shoe retailers.

 

Pour yourself into your product and everything around your product too: how you sell it, how you support it, how you explain it, and how you deliver it. Competitors can never copy the you in your product.