Patterns are evidence principles are marketing

02 What this is And what it isn’t

The rule:

Everything here comes out of work we did and can point at. Where a piece uses a number, the case that earned it is one click away in the archive; where there is no case yet, the piece says so rather than reaching for a principle. That is the same rule the rest of this site runs on.

It is not a content calendar. There is no schedule, and nothing is published to be published. A piece appears when we have learned something across enough clients that it stops being an anecdote and starts being a pattern.

Marketing — the five rooms these come from →

03 Written elsewhere The founder’s public writing and the record

Number:Publication:Where:

01An economics column, written by the founder — a public byline, a public archiveThe Economic Times 02Gen Z Economics — co-authored with Prof. Tantri (ISB): how the post-’97 generation thinks about money, work and timeOn the record 03Josh Talks · Delhi Capitals — podcast features produced inside the talent practiceOn the record 04ET BrandEquity · 2022 — RuPay’s IPL campaign, fronted by our talentOn the record