i actually set out to build things. brands just kept being the thing that determined whether the building worked.
spent a year leading the brand at guvi hcl — one of the youngest heads of brand in india at that point. guinness record while i was there. interesting context to work in. guvi hcl is not a startup. which means brand decisions had weight, had consequence, had to survive committees and still land with people. that experience taught me that a brand that only works in a deck is not a brand. it's a proposal.
after that i went fractional. a few companies at a time. brand decisions, positioning work, the kind of stuff that determines whether your marketing spend compounds or bleeds. still do it.
i also built things on the side. el mejor coffee — built, scaled, sold. happy beginnings, india's first digital wedding invite service. sayabout.us, a testimonial collection platform i'm building with two co-founders toward $10k mrr. none of these are accidental. each one was a test case for ideas i was already using with clients.
brandeey is where i put what i know into a form anyone can use. the brand engine course, free tools, microcourses. seven years and 150+ companies compressed into something that doesn't require you to hire me to benefit from it.
hold your voice came from a different frustration. ai kept flattening everything into the same texture. founders who had real voice were publishing content that sounded like a press release written by a committee. hyv is the tool that catches the problem before it ships — score, highlight, rewrite. your voice, enforced. (open source)
i've delivered 100+ talks. i used to write a daily newsletter called the stupidpreneur. i also ran two paise club — the underlying philosophy was very simple, to help people read non-fiction books so that they can up-skill themselves. i think out loud on x more than i probably should.
the common thread in all of it is the same question of what actually makes people choose you, remember you, come back to you.
that's what i work on.
the projects
| project | what it is | |
|---|---|---|
| brandeey | the brand engine course, free tools, microcourses — seven years and 150+ companies compressed | |
| hold your voice | score, highlight, rewrite — catch ai voice-flattening before it ships | |
| happy beginnings | india's first digital wedding invite service | |
| sayabout.us | testimonial collection platform, building toward $10k mrr | |
| el mejor coffee | built, scaled, sold | |
| the stupidpreneur | daily newsletter, sold | |
| two paise club | daily non-fiction book newsletter — bite-sized learnings to help people upskill |