Theory is one thing, practice another. From years of running digital experiments on marketing programmes and digital experiences, we at Indiginus

Oh the masks we don, and the personas we project, in the quest for that plum job. These stories are mostly, but not exclusively, from the early phases of my career, when I was not just finding my feet, but also finding myself. I was quite skilled at being interviewed.

Frederick Winslow Taylor, widely regarded as the first management consultant, was the right expert for his times. Changes in industrial production in the early 20th century, best exemplified by Henry Ford’s creation – the assembly line, demanded new levels of routine and conformity from workers.

Video calls while working from home go smoothly for Ankush Kolekar on his fast 10mbps connection, except when an argument erupts outside his neighbour’s front door, just 3 feet away from his own. 

Locked down at home, workers and their bosses are going through a moment of discovery.

This is a tale of two retail competitors in the Corona and post-Corona era.  Recognising that consumer behaviour will change, perhaps forever

What is the essence of digital marketing? With its use of data and targeting, the digital marketing aspiration is to engage an individual customer

In 2019, we saw a few common patterns emerge from the mistakes that marketing teams were making.

By its very nature, a strategy is about predicting and charting a course for the future.  Which means, strategy is hypothesis, not fact, and conjecture until validated.