Everyone's faking it. Your competitors. The marketing guru on LinkedIn. The hustle bro on X. Even the CMO at that Fortune 500 company. We're all making it up as we go. But here's the thing... Some of us have been in the trenches long

Why do B2B businesses make gated content with case studies? You're telling a prospect, "I can help you like I helped A, B and C. But I'm not going to tell you how unless you give me your details". Wait. What? Here's

Of all the things you can say in the DMs, you choose to sell something in the first message. Slow your roll Jordan Belfort. Yes, the space is crowded... Automated cold DMs, blatant sales pitches... Without so much as a peek at the recipients' profile... With this sea of

"We need a marketing person who can build websites, do SEO, write copy, shoot/edit videos, be amazing at all social media channels, know Adobe, deeply understand GA4..." This happens when a company is expanding and is looking to fill a marketing position for the first time. They

As marketers and brand custodians we live in a bubble. We expect everyone else to share the same sentiments. A new campaign/product drops... High fives all round. *crickets* We're scratching our heads. "Why didn't anyone care about our awesome widget?" It is truly

In hip hop, the vast majority of audiences are only privy to the platinum (or gold) selling albums. They know the hit singles. Most of them miss one crucial element of a hip hop artist's arsenal MIXTAPES. Many of today's biggest stars, and even those from

In Kanye West: God and Monster, author Mark Beaumont shows us West's process when he became Roc-A-Fella's hottest new producer. He'd surround himself with crates of records and go through them, picking out tunes he liked, cutting them up and mashing them into beats.

Aditi, my 3-year-old, stared at me intently. Confused. Curious. Those beautiful "stare right into your soul" eyes. I was trying to explain the consequences of being needlessly noisy when her baby sister, Aadhya, was in deep sleep. Without realising it, I addressed her like she was an adult.

Pick a musician you love. Anyone. Listen to their entire catalog. You'll notice the usual hits. And several songs that you just don't like. The musician's brand is defines by all of it - the hits and the misses. One cannot happen without the