No agency. No partners. No office. 100x the reach of a national firm at 1% of the cost. His thinking was the product.

In 2015, Karthik Srinivasan had the most viewed LinkedIn profile in India in marketing and advertising — without a single employee. His blog Beast of Traal, his consistent point of view on Indian brand communications, his documented thinking over seven years — that was the product. This episode is about the Silent Authority: famous to exactly the right people, unknown to everyone else, indispensable inside the niche.

— THE BUILD —

What is one honest observation you have about your industry — something you genuinely believe that the mainstream gets wrong, underestimates, or ignores completely? Write it down in three sentences. That's your first Beast of Traal post. That's your first proof point. That's the beginni ...