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Learnings from brands managed
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Learnings from brands created
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Geography is history1
You can design your business to start from
anywhere.
Even Yeshwantpur.
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The trend means the end.2
Prepare to be a trend-setter than a trend-
follower.
Toil a few years in anonymity.
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The winner takes it all.3
No room for complacence.
Be no.1 or no.2. Or don’t bother.
Big rewards for success.
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Hard to enter a pre-existing
sector. Easier to create a new one.
4
Forget billion-dollar market size.
Discover how big it is as you go along.
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Biggest determinant of success is
insane customer delight and resulting
word-of-mouth.
5
Will your friend rave about your product or
service to a stranger in a bar, unbidden?
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Your marketing IQ needs to be
inversely proportional to your
marketing budget
6
Are you remark-worthy to your TG?
If not, start again.
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Digital is not just cheaper than TV
as a marketing medium. It’s bigger.
7
Can you get digital word-of-mouth
working? Facebook = 2 X IPL match,
Google = 10 x ToI
+ >
> +
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Don’t think just 360. Think 360 by 3658
It’s not just about talking.
But listening, responding, analysing, then
talking Doing so 24 by 7. Restructure.
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Most important technical skill you
need: recruitment & retention.
9
Have charisma & vision to recruit for less or free?
Can you stave off “market salaries”?
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World’s most successful VC’s: customers10
Vast majority of Indian and global Fortune
500 never got VC money to start.
We’re the second-best option.
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Before getting a VC in, think
about getting them out.
11
Can you IPO? Really?
Can you be acquired? Do you want to?
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Forget about “team”. Here it
starts with one person.
12
VCs may parrot the Silicon Valley line. But
it’s different here. One’s a good start.
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Hereditary brilliance isn’t
bankable. Institutionalised brilliance
is.
13
Can your firm survive without you?
Do you get richer over the weekend?
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Be eco-friendly with money.
Break even burning as little as
possible
14
Downturns can happen at any time.
Survival is 80% of winning.
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The pot of gold is the
rainbow. The payout is an
awesome life.
15
Nobody dies of entrepreneurship.
It’s the best kind of life there is.