Biryanchi becomes the first brand on earth to publish their own fictional newspaper

the Biryanchi Post—first draft

The Biryanchi بریانچی Post

“Announcing the Standard—

The Standard Biryanchi Meal” 

I’ll get myself a new fridge for all the other stuff

Miriam O’Chaudhary, Mrs Fardia’s gori bahu says the Standard Biryanchi Meal is the best chicken, rice and spice she ever had—Mrs Farida is happy because she thinks the next generation is now saved from khasma nu khaanay burger

Mrs Farida has finally allowed her beloved bahu to stock the entire fridge with the Standard Biryanchi Meal—I’ll get myself a new fridge for all the other stuff—she said  

Miriam has become the first Biryanchi Connoisseur of her circle after she shared the picture of the fridge to all her friends.

(Add a name plate and a rider delivering biryanchi)

Biryanchi saves the day again at Fareed’s

I always order Biryanchi when I have guests from abroad—they love it to bits and I don’t have to cook anything—remarked Mrs Fehmida 

She has always been the smart one, the most saleeqa shuaar and always the first in adopting the brands—said Mrs Fehmida’s mother while chewing on her 90th helping of paan

Mujhay Bachpan se hi yaqeen tha meri ye bachchi bohot ooper jaye gee—she added

Nai naveeli dulhan can’t sleep until she’s had Biryanchi

Mrs Cheema’s youngest, happiest and most laadli bahu Emilia Ehsan, has developed her first “susral wali habit”—and it’s a delicious one—Biryanchi. She seems to crave it each evening and sleeps only after she’s had her daily fix. 

My bahu is addicted to Biryanchi remarked Mrs Cheema—outrageous!—sab kaam khud karti thi mein jab nai dulhan thee—ye larkia to siraf thooons sakti heyn bas 

Biryanchi has let us bond together as a family, It’s mine and Emilia’s comfort food—said Arwa, Emilia’s sister in law.

Super Mom loses 1.2 pounds after eating Biryanchi for 5 days in a row—rumors

—Mrs Ayaan, a resident of sector M, a proud member of the super mom club and an all around awesome person has become the first among her friends to discover this amazing effect of Biryanchi.

She thinks the change came when she let go of gluten in her diet and ate rice daily for 5 days—“During my journey of achieving this goal of epic proportions, Biryanchi has always been by my side, in my fridge and in my heart”—said Mrs Ayaan after stacking her fridge with12 Biryanchi Standard Meals.

Mrs Ayaan is the first Biryanchi Connoisseur of the super mom club.   

—Back— 

(Nanima’s face in a frame on top right with standard biraynchi meal in her hands like a trophy, picture of the coupe on the bottom right, handkerchief on the bottom right)

Nanima “travels in time” 3 seconds after she takes her first bite of Biryanchi

It was the best Biryanchi I had in my life in the train parlour on my way to Rawalpindi from Hyderabad Deccan said nanima after she took her first bite of Biryanchi—it was a journey across the entire subcontinent said nanima—I was travelling as the newlywed with your nana as we boarded our coupe at Deccan.

As we made our first stop in Rajhistan I had started getting hungry—as we crossed Multan we were served Biryanchi—upon inquiring, the chef told us—it’s been sitting on dum whence we left Deccan Ma’am—and this was the first time I tasted this heavenly chicken rice and spice—her eyes twinkling with love, her smile as broad as the horizon and her voice trembling with emotion like a volcano about to erupt.

Only now—after 50 long years have I tasted something as amazing as this—it was this day I became the Biryanchi Connoisseur of my circle—now bring me more Biryanchi she said—gently wiping tears of happiness with her famous nanima handkerchief—a brocade of crimson and gold.  

Mahira discovers the Biryanchi glow—calls her Nutritionist  bestie    

Mahira Mustehsen, a resident of Sector A has discovered every time she has Biryanchi for dinner she wakes up a the next morning with a red glow about her rukh-e-anwar—to find out more about this beautiful phenomena—she called her nutritionist bestie Amber.

Hello Amber! 

Hi Mahira!—Amber you wouldn’t believe what I found, the best chicken rice and spice on the earth and it’s giving me the glow. Really? Said Amber—What’s the brand called—asked Amber incredulously. The brand is Biryanchi and they deliver only in DHA 2 Amber, you’re going to have to come over to my place—Said Mahira—*1 hour later*—This better be the best Chicken Rice and Spice I’ve ever had in my life Mahira—It took me 40 minutes to get here all the way from the other side of the city—Said Amber

I kid you not Amber this really is the best chicken Biryanchi on the earth—Said Mahira.

As soon as Amber’s taste buds were met with the first bite of Biryanchi—the succulent texture, the rich umami and the depth of spices took her to a beautiful place—a place of early morning sunshine, freshly mown grass and and a clear blue sky—Amber was in culinary heaven. 

Pour the thick Zeera Raita on your Biryanchi Amber—and take few slices of the full wholesome cucumber with your bite—Said Mahira 

Amber poured the thick Zeera Raita on her Biryanchi with cucumber slices and took a bite—the crunchiness of the wholesome cucumber, the spice of the crushed green chillies and the tangy-creamy goodness of the thick Zeera Raita made Amber’a tastebuds go wild! 

Mahira! Said Amber struggling to catch her breath—Why didn’t you tell me about Biryanchi earlier—remarked Amber—I think I’m already getting the glow Mahira. 

*the next day*—Mahira! I got the glow, I got the glow, I got the glow! Amber’s voice was uncontrollably shaking with glee—See, I told you, said Mahira. It’s the plums, did you notice the pair of plums when you opened your Standard Biryanchi Meal? Said Amber—they’ve got so much iron in them which lets your body make red blood cells—it’s the plums which give you the glow Mahira.  

(Add pics of raita)

 Why the Standard Biryanchi Meal is served with One wholesome cucumber and two servings of thick Zeera Raita

Arwa Sugarcane, a resident of Sector A, is known in her circle as the Connoisseur of Haute taste, for her chic fashion sense and her sprezzatura is in love with Biryanchi. 

The Standard Biryanchi Meal is always served with one wholesome cucumber and two servings of thick Zeera Raita— It makes for a crunchy experience, heightens the taste and keeps you hydrated all throughout the day. The potent mix of 12 secret spices of Biryanchi work best when you consume one wholesome cucumber with the Standard Biryanchi meal. 

I’d expect no less from the best Chicken Biryanchi brand on the earth—and their cucumber and raita game is in a league of its own—what would I do if it wasn’t for the Standard Biryanchi Meal—Said Arwa

(Add trophy to the picture—Zain vs Behram tekken style with  tournament tree map) 

Gym goers debate whether Biryanchi makes a better pre or post workout meal—holds tournament

The local Gym erupted with debate this Thursday when rival groups  challenged each other to a lifting tournament

Camp A is lead by Zain Zameendar who believes Biryanchi makes the best post-workout meal, while Camp B is lead by Behram Butt, who believes Biryanchi is a better pre-workout meal.

the 2 pc chicken in the Standard Biryanchi Meal contains more than 120 grams of protein which let’s your slow-twitch muscle fibres faster and prep you for the next day—Said Zameendar

It’s the best pre-workout meal because loading up the protein lets you push through on the farmers walk—Said Butt who is especially fond of the farmers walk.

During this tournament of epic proportions—each team will eat nothing but Biryanchi for the entire duration of the tournament.

The tournament is said to take place over a period of 5 days, where both the teams will compete on a 3 rep max of deadlifts, 3 rep max of squats and 5 laps of farmer’s walk from the mirror to the door—the names of the winning team will be added to the Gym’s wall of fame.

Busy Mom uses Biryanchi as bait to lure kids outdoors—ditches ‘nappy meal’

Mrs Afridi—a resident of sector C, is now at last is able to maintain healthy levels of screen time in her household, thanks to Biryanchi. 

Her kids love it more than ‘nappy meal’, her husband loves it more than the ‘nappy meal’ and she loves it more than the nappy meal—because let’s face it—having the ‘nappy meal nuffets’, the ‘plain-wich’ and ‘potato shreds’ with your kids is not as satisfying as sharing the juicy chicken bite and the wholesome cucumber slice and the succulent rice of the Standard Biryanchi Meal. 

plus each serving of the Standard Biryanchi Meal contains more than 120 grams of protein and 20 grams of probiotics—which is foundational for growing kids as well as their parents and their parents parents’

Now my kids play out in the sunshine because they get Biryanchi as a reward—this get’s them enough Vitamin D for the entire week which guarantees my kids are growing stronger bones—remarked a triumphant Mrs Afridi.

Momina Moves Meetings—streams Biryanchi over Zoom  

(Give her ethnic jewellery, put on gangsta glasses, tag momina, and tag fire as meetings)

Momina Moiz, a resident of Sector E, an obsessive collector of ethnic jewellery and a category design specialist working remotely for(yet another) food delivery startup in central Europe subsidising groceries for Gen Z waiting for autonomous EVs, perpetual sunshine and the invention of cold fusion to save the day which has been happening in the next 5 years for 20 years now—has become the first person to stream Biryanchi over a Zoom call showing it off to her colleague Olivia on the other side of the earth.

I wish I could end my workday at 6PM you know, after the meeting I got the best  sleep of my entire year because I took off at 5pm and did not expose my eyes to a screen for so long—Said Momina. 

I’ve told my boss “ag laavan teyrian majbooriaan nu” 🔥—and I’ve moved all my meetings to daylight hours. 

As a result of me taking this powerful step—I’m getting shinier, I’m staying hydrated all throughout the day and all the aunties are pestering my mom—she Said.

It’s the probiotics in Biryanchi, the one wholesome cucumber and the two servings of thick zeera raita—Biryanchi has become an essential in our household and the taste is heavenly—said Mrs Moiz, Momina’s mom.  

Anushey finds herself eating Biryanchi with chapati in the wee hours of the night

(Picture of chapati and biryanchi)

It’s so tasty I couldn’t resist—said Anushey a resident of Sector A as she found herself munching on Biryanchi with chapati in the wee hours of the night. 

You have to cut the Gluten Anushey, chapati is okay once in a fortnight. Haven’t I told you before, you can have all the Biryanchi you can eat without the chapati Anushey—said her mother indignantly after she found out.   

Change spice level biryanchi to taste level biryanchi 

Speak about the ingredients and standard same as you use in your home.

—Inside right—

Biryanchi becomes the first brand on earth to publish their own fictional newspaper—how the Biryanchi Post came to be.

(Airplane window with Biryanchi post and biryanchi standard meal)

As much as Biryanchi is a gastronomic contribution to the world, it is also a literary one in the form of the BiryanchiPost which serves the key purpose—introducing the reader with Biryanchi, a rediscovered category of Subcontinental Fast Food. 

How the Biryanchi post came about

The Biryanchi post is an exercise in category design, a cultural reference for historians in times to come and a piece of advertising history. 

It is a philosophical reduction of the sum of branding knowledge I’ve absorbed from the great brand builders like Jobs, Knight, Ogilvy, Ferris, Godin, Sugarman and Sutherland.

Value creation is about identity—entirely. When your product or service allows the customer to amplify their own identity—you will inspire them to do great things—and this is where value is created.

In essence, all value creation is, inspiration—and inspiration allows us to do great things and make the world better than we found it.

The Biryanchi post is inspired by Ogilvy’s idea of pictures with story appeal—stories about great people in our lives—these stories inspire us to make better choices—do great things and live a great life. 

The History of Biryanchi goes back 400 years—Biryanchi has been the culinary choice of adventurers, explorers and pioneers. These are the giants on shoulders of which we stand today—these are the people who inspire us—These are the great people who are still among us—and Biryanchi honours them.

the Father hitting the Gym to stay fit so his kids can have a healthy father—he’s a hero—and Biryanchi honours him. 

The mother, she goes to every length possible to craft the perfect life for her kids—she’s a hero and Biryanchi honours her. 

The daughter, she cares for her mother’s health and makes sure she eats what’s good for her health—she’s a hero and Biryanchi honours her.

The son who is home for dinner early so he can spend more time with his parents—he’s a hero and Biryanchi honours him.

The daughter in law who left her homeland 7 seas across the earth to live with a new family—all for love—she’s hero and Biryanchi honours her. 

The mother in law—her bahu wonder why she’s telling her how to do things all the time—it’s out of love for her son—she wants of her son’s life to be as well cared for as she cared for him when he was a little baby—she’s a super hero and Biryanchi honours her.

The grandfather who gave it his all to make life easier for the coming generation—He’s a super hero—and Biryanchi honours him.   

Biryanchi honours all of these great people—Biryanchi honours these pillars of our society—and this is what makes Biryanchi the best chicken Biryanchi on the earth.

How Biryanchi makes impact 

Biryanchi creates value by inspiring the current generation of great people to do great things—a foundation Biryanchi shares with the handful of great brands like Apple and Nike.

Apple honours the creative people who innovate, who change things who see things differently by making for them the best personal computers on the earth—Biryanchi honours them by bringing them the best Chicken Biryanchi on the earth so they can be at their absolute best. 

Nike honours great athletes who with their discipline and commitment inspire us to to be more athletic—Biryanchi honours them by bringing them the best Chicken Biryanchi on the earth so they can be at their best. 

Biryanchi post is a vehicle encapsulating these stories. These are my stories, these are your stories, these are our stories.

That’s what the advertising business is all about—big ideas—Ogilvy.

The pictures and the stories inspire the great people reading them to do achieve even greater things—sometimes we tend to forget how great we are and all we need is a little inspiration to do great things.

The Biryanchi post is an Usman Gondal original—for more information visit usmangondal.com

Advertorial—

“the First and only Biryanchi brand on the earth.”

Dear Connoisseur, 

I see the Biryanchi Post has reached your hands I trust all is well with you and your family—If you are reading this editorial, it means you want to hear more about the Biryanchi story—as it is, the first Biryanchi only brand on the earth. By receiving this, you have become a part of the first few, you have become a part of a culmination, you have become a part of culinary history—this is the story of Biryanchi—this is my story, this is your story, this is our story.

The Origins of Biryanchi

Nawab Mehboob Alam Khan of Hyderabad, the leading expert on the subject is of the opinion that Biryanchi started as “travel food” some 400 years—It was a time when people travelling in large groups riding animals like camels, horses, mules, donkeys and elephants needed an enjoyable way of making dinner. Early in the morning, they would marinate meat with yogurt, spices and layer it with rice in large pitchers—fastening the pitchers onto the animals. At sundown they put the pitchers on dum and made Biryanchi. 

Rediscovering a 400 year old tradition

Biryanchi today builds on the same tradition—honouring the same brave travellers among them, soldiers, businesspeople and industrialists who travelled the earth for their loved ones to bring them honour, wealth and abundance—indicating the cultural strength of our society with shared actions.

Biryanchi is an homage, a culinary tribute and a culmination of this tradition—the tradition taking care of our loved ones—the tradition of honouring the pillars of our society. The tradition of loving for the community what we love for our own selves because everyone in the community is important—we are all connected

During the rediscovery of this culinary masterpiece, each step has been walked with care, every aspect examined with passion and every preparation complete with compassion.

Honouring the pillars of our society

Biryanchi honours the mother who raised the kids, Biryanchi honours the father who stood by the children, Biryanchi honours the husband who diligently keeps the house on firm ground, Biryanchi honours the grandfather, the grandmother and so on. This is Biryanchi. 

Biryanchi makes impact by honouring great people, great inventors, great professionals and so forth by enabling them to eat extremely delicious and fully nutritious food—which enables them to live better lives—think better—and produce better. The impact is inordinate. Just like the impact of Apple is inordinate because it inspires creative people to do great things because it minimised decision fatigue. 

Just like the impact of Nike is inordinate because it inspires people to be more athletic, which helps them exercise more, which keeps them healthy which results in inordinate benefits for their family, their work and the society. 

Just like the Biryanchi impact is inordinate because it inspires people to eat better, which improves their health which results in inordinate benefits for their family, their work and the society. This way, Biryanchi safeguards, builds and carries the torch of this amazing cuisine invented by the great people of our society yesterday—who accomplished great things—and rediscovers this culinary masterpiece enjoyed by the heroes of yesterday to the heroes of today. 

Biryanchi allows people to enjoy great food and remain in peak mental and physical condition, which allows them make the world an even better place. This is the net positive experience at the heart of all value creation and the impact is inordinate.

The same approach which allowed Apple and Nike to give to the world amazing experiences—experiences which result in people creating a better world. Biryanchi enables people do great things. 

This is also how Apple makes impact

This is also how Nike makes impact  

This is how biryanchi makes an impact—this is the Biryanchi promise

Why the Biryanchi operating hours are 10 to 6

this makes sure we bring you the same amazing texture, taste and experience everyday—So you the Connoisseur can eat it for brunch when you like, have it for lunch as you like and get it early for dinner when you like—because we know you like to be early for dinner.    

Delivery Area marked on the map with Biryanchi Takeaway marked (done needs finishing) (the best chicken biryanchi on the earth as a tag on the top right corner of the map and biryanchi rooster repeating pattern) 

—inside left— 

How to order Biryanchi using WhatsApp—the only way you are able to order Biryanchi before the Biryanchi App goes live on the AppStore (done)—remove the price in chat

Tic tac toe (winner winner Biryanchi dinner to the left)

5 day Gluten Free challenge (template with marked areas for date)

Make a notes dump with gluten free days 

Gluten Free Days 

  1. Boiled rice with butter
  2. Home made pulao 
  3. Boiled rice with kebab 
  4. Fried Rice 
  5. Standard Biryanchi Meal 

On the Earth Entire, the Best Biryanchi hence, the Biryanchi Poem 

The chicken and the rice 

And the spice very nice 

Took my breath away 

So I had it again twice

Biryanchi is an emotion 

Like a pheasant, in motion 

Like the moon among the stars

Like the shore across the ocean  

For the Connoisseur, an addiction

For the uninitiated, mere fiction 

Full of juices and spices 

Such vivid depiction 

Made with such compassion

in a hearty fashion

Is hard to find elsewhere 

The Biryanchi, the passion

A preparation most intense 

Of taste, immense 

On the earth entire 

The best Biryanchi, hence  

What is biryanchi—biryanchi is a culinary contribution to the world—it is a rich taste, it is a wild emotion, it is addictive food. Built upon the recipe perfected by travellers over hundreds of years with a secret mix of 12 herbs and spices most potent and with ingredients most succulent, biryanchi is—truly a work of at, an experience most intense, an addiction of the Connoisseur.

All characters appearing in this advert are fictional and any similarity to any person is entirely coincidental.

BiryanchiPost is an original work by Usman Gondal

Add straps to the spine of the newspaper and at other places where it makes sense

About the author: the Author is a serial entrepreneur based in Islamabad and the Founder of Biryanchi 

Dimension 12.5×7.75

Eventhough Apple is slowly becoming a thing of yore after the introduction of things like the touch bar and now the island—intentionally designed to cause decision fatigue—the very thing Jobs spent cleansing the Apple ecosystem of—perhaps the ‘consultants’ have finally convinced Tim Cook that they’re worked in 3D bananas.      

“Apple joins the Navy—makes the Island”

tldr; remember the MacBook Touch Bar? 

The only reason Apple works the way it does is the Pareto principle. Apple does few vital things right which is a synonym for having to take few decisions to get a job done. 

Less decision fatigue is the single most important factor for success of individuals and of organisations alike in building a company and in opening an app responding to a message and coming back to the Home Screen. 

The island is a constant interruption—on top of that it’s a non physical interruption—on top of that it’s a contextually ‘aware’ interruption for every app—further exponentiating the situation. 

The island is a constant reminder to the subconscious mind to preempt incoming decisions and a constant anxiety of what the island will change into next. 

Listen Tim, the idea the consultants gave you about launching a low cost iPhone option which let you lift the top line might have been good—but when the consultants tell you to copy Samsung’s and create. more decision fatigue for your users in hopes of getting more sales—they’re wrong Tim. Here’s how to fix them, every time they tell you to make a decision like this—go watch this video again—I promise you, it will give you clarity and it will encourage you to take a stand for your users instead of making the iPhone look like the minutes of a committee. (listen and replace the word advertisement with product)

Tim, Even if all the Samsung’s and Google’s UX designers came together to intentionally design something as horrid as the island—the will fail to beat it—even though they seem to be complete naturals at creating decision fatigue.

Because the island and the Touch Bar made it all the way to production—I’m now convinced Apple has is becoming a bureaucratic, consultant-dependent, blundering machine where countless committees approved the very things Apple did not stand for—for a second time in 5 years. Marketing is about values—decision fatigue is not my value. I know people like Steve aren’t born every day, at least you could have studied the precedence. Good design is consistent design. 

all advertising is reassurance

all of us seek reassurance—all of us yearn for certainty in an uncertain world and buying something new is pure uncertainty

every uncertainty we’ve experienced gave us a trauma of respective proportions and for us to overcome all those experiences and buy something new—we need a level of reassurance which will overcome it

this is why money back guarantees work, however they are not a part of discussion today, today I will show you how David Ogilvy used this technique in a lot of his ads, here’s the link for reference

in the picture above, Ogilvy is reassuring the the buyer of the Hathaway shirt that wearing one will elevate his status so even the cricketers will come to him for batting advice

the equation of profit—how to build a brand with no advertising

All value is created in the mind—all value is created through perception and perception is built on top of sensory experiences, touch, smell, sound, visuals and taste. 

If ask “how do I start a brand” to those who have started profitable businesses, like Seth Godin, Tim Ferriss, Brian Chesky—you will find all of them have the exact same advice. 

Create something which makes the consumer of the product so stoked they can’t shut up about it and keep telling their friends about it all the time. 

And there’s only 1 thing which can make people go rave—their identity.

So if your product amplifies the consumer’s identity, the product will become a part of them, it will literally become their baby, how good is that?

Steve Jobs summed it up by saying “Marketing is about Values”—the only way your product can resonate with the customer is when it amplifies their values, which is another word for identity.

And the easiest way to find which makes people tick and go rave about your product is to belong to that group/tribe of people yourself—which is why Tim Ferriss stresses you “scratch your own itch”. 

Some people like David Ogilvy, Joseph Sugarman are true human exceptions, they have the ability to sell to a tribe they do not belong to by merely studying them.

And the exceptions of the exceptions are people like Steve Jobs, who are so in tune with their tribe, they seem to know exactly what their consumer wants. 

I always give the example of how Steve was talking about the iPad in the 80’s. Because he probably understood that the dearest thing we humans have is our kids—I came to understand what Steve meant when I lived in Saudi Arabia for 4 months without my kids and it was a heart wrenching experience at a level I had never experienced before—and incidentally it was FaceTime which kept me connected with my kids.

Have you noticed how foundational this insight is? There is one other person I know of who has insights as foundational as Steve, it’s Peter Thiel. Which brings us to the inevitable conversation about mimetic theory.

Like all selling is reciprocity, all buying is mimesis. Mimesis is the force at the heart of formation of tribes/identities—mimesis creates network effects.

So if your product enables the consumer to earn respect within her tribe hence elevating her status, your product is opening up opportunities for better mates, access to more resources and more power within the group. Which brings us to another interesting observation. There is a correlation between the level of status you can easily achieve and how tall, articulate and good looking a member of a tribe is.

Now ask yourself, do you want to make a product which is loved by powerful members of the tribe or otherwise? Seth Godin explains this rather well with his yoyo example.

this is why influencer marketing works, this is why celebrities command the advertising power that they do and this is why all brands are premium in 1 way or the other—in order to intentionally sell only to the high status members of the tribe.

Since this post is meant to be notes to self, I must mention David Sack’s post about self advertising products which is the best How to I know on the internet for amplifying your NPS even more.

P.S the best way to do top of funnel is to use reciprocity, for more about reciprocity check out Dr Cialdini’s work.

P.P.S this exactly what Dale Carnegie meant when says be interested in what others are passionate about, when you listen to someone talk about something they are passionate about which is core to their values, you are saying I have shared values with you, which makes them trust you, buy from you and sell to you at a better price.

chaaye khana the Starbucks of Pakistan—it’s all in the name indeed

Salman Wasay—chaaye khana founder

on a beautiful evening today, as I sat at my favourite location of chaaye khana, the one with the ceiling like a viking longhouse, the one across Bahria Phase 4, driving up to this place is an experience in itself because you can see so much of the city from here

I found something interesting, and I want to share it with you

there’s an inordinate amount of good sounding words within the brand name itself; here take a look

ye kha na’ in slang urdu translates to you’ve got to eat this

‘kha’ translates to eat

‘chaa na’ translates to rock on

‘haaye’ translates to O my God

intentional or not, there’s one man who might have the answer

The Art of Product Chapter 1 – 5 Attributes of a Successful Product – Usman Gondal

Dear Reader,

In this text, I shall lay infront of you a simple 5 step checklist, written to serve as a tool in your belt and making you a better product manager, business owner and investor.

This tool is like a cookie cutter with 5 dimensions.

Each dimension is necessary for a product to become successful.

A path every successful business has taken.

  1. your product must create a net positive experience
  2. your product must be a self advertising product
  3. your product must enhance the self image of the buyer
  4. your product must create a category
  5. your product must appear to be everywhere (for 10% of a small market)

How newsletters will move to SMS

I hate email—99.9% of it is unactionable, confusing and causes nothing but decision fatigue

If you’re on the same ship—read on—there is an opportunity already here for SMS automation companies like Attentive and even Twilio or Klaviyo

As I was going to type my email address on the form you can see—I did not because the thought of opening my iCloud email was not very appealing.

I’d rather be sent an SMS.

Newsletters will move to SMS. The tipping point of SMS replacing email is now.

Antifragile Interest Rates—How to accelerate the path towards recession, so there will not be a recession

Sun Tzu in the art of war says, “Strategy without tactics is the slowest path to victory”, let us not go for the slowest path, let us get some tactics to accelerate towards the goal. 

because the ‘globalisation’ is rolling back due to recent events, a lot of businesses will become unviable and a lot of new business will become viable 

many economies are experiencing the pain of ‘going back’ to domestic production, their populations have grown so accustomed to luxury they are unwilling to go back to work 

hence the 11 million open jobs in the US with no one to take them 

this change will generational, while these millennials will live off the savings they inherit from their parents, their kids will have to bear the brunt, the next generation will be similar to the one raised by in the 60’s by largely irresponsible parenting  

during this 40 year process, the stagflation will linger on and cause decision fatigue at the worldwide level

theoretically, there is 1 way to accelerate this 

anti fragile interest rates 

negative interest rates for a period, and 0% interested rates for a period

of course this will wipeout a lot of working capital

this will also wipe out a lot of ’empty capital’ i.e inflation 

this will create incentive to get out there and start new businesses 

and the next cycle will begin 

if this is not done sooner, in the end the middle class will have to take most of the correction 

The Book of Business Innovation

This book is a framework of innovation.

Inspired by precedence set forth by every wildly successful business—these things will be common in all of them.

It will have 9 chapters—each chapter will construct on 9 examples

  1. Align with the winds
  2. Align with cultural arteries of the earth
  3. Align with historic arteries of the earth
  4. Align with geographic arteries of the earth
  5. align with modern arteries of the earth
  6. Align with basic biology
  7. Align with all human senses
  8. Give more than you take to the people who are part of your family—expand your family
  9. Give more to the customers than you take—create net positive experience