Ideas must be everyone’s responsibility in an organisation, not just marketing teams’. And nurturing a culture of creativity across, gives ROI beyond just marketing, because success revolves around happiness and creativity, not the other way around.
My truth from the trenches.. if you have questions.. reply below.. I’ll answer if it has been part of my truth.
Is it share-worthy? The one question I’ve obsessed about for over nine years. The one question which qualifies every brain fart in a jam session to every aha moment in a discussion..
It takes a process to stay razor focussed on share-worthiness..on the user experience of the content.. Because a video with 5 comments compared to a video with 50k comments takes the same amount of effort, only the direction of effort is different…
if you have doubts or questions not covered in the book, reply below.. will do my best to answer.. from my truths :)
Views can be bought, but engagement is earned. The goal for all marketing must be beyond just getting reach and views.. the goal must be to get them to share, to engage meaningfully.. and getting there consistently takes a different type of focus.. a process. Truths from my journey.
If you have doubts or questions, reply below.. I’ll do my best to answer from learnings in the trenches.. :)
In case you haven’t seen this already 
Agla Station Chaand 
As someone posted yesterday.. ‘True test of virality is when you get something as a forward on WhatsApp, even better when it’s your mother’
Super proud of the team in taking the idea to a whole new level, stellar execution, fast turnaround and 100% in-house magic. Overwhelming response all weekend, 48 hours of so much 
.. across thousands of WhatsApp groups, earned social engagement and news articles even in regional languages. The video soared like the spirit of Chandrayaan
Grateful to the team, their obsession about the process and the undying spirt in pursuit of meaningful engagement.. true share-worthy content.
The goal of B2B content is to build an engine for inbound, and the way to do that is to stay relevant in the life of your audience, and not peddle your product or brand in the name of content.. it’s about driving engagement consistently, with share-worthy content.
The possibilities are exciting, when you move beyond the traditional and have some fun.. Great jam session in Toronto with Amitayu and Samudra from Numr, with breakthroughs, awesome content ideas and laughs..