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Crack the advertising code

by Terence D’Costa
Indian Management January 2025

Busting the following myths-
MYTH 1: The client is always right.
MYTH 2: Great advertising is all about the ‘Big Idea’.
MYTH 3: Big budgets equal big impact. 
MYTH 4: Viral content is the ultimate goal of social media marketing.
MYTH 5: Advertising is all about selling products.

Terence D’Costa is the author of is the author of Crack the advertising code.

Latest Articles

Authority under pressure

You do not lose authority because someone disagrees with you. You lose it when your behavior under pressure becomes inconsistent, reactive, or unclear. People watch how you respond when challenged. They decide in those moments whether you are someone who hides behind position or someone who leads the relationship as well as the task.

by Anne Maartje Oud
Indian Management March 2026

The culture delusion

MYTH 1: Culture is your values, mission, and purpose statements.
MYTH 2: Engagement scores tell you how healthy your culture is.
MYTH 3: Culture is owned by HR.
MYTH 4: Strong cultures should be unified and consistent everywhere.
MYTH 5: Culture is soft, secondary, and separate from performance.

by Michael Henderson
Indian Management March 2026

More From The Category

The culture delusion

MYTH 1: Culture is your values, mission, and purpose statements.
MYTH 2: Engagement scores tell you how healthy your culture is.
MYTH 3: Culture is owned by HR.
MYTH 4: Strong cultures should be unified and consistent everywhere.
MYTH 5: Culture is soft, secondary, and separate from performance.

by Michael Henderson
Indian Management March 2026

Designing work, not decorating it

"Myth 1: Employee experience is about ping pong, perks, and parties—not profit.
Myth 2: HR is in the Employee Experience driver’s seat.
Myth 3: We handled this a few years ago.
Myth 4: An annual engagement survey is enough.
Myth 5: Technology will make work less human."

by Dean E Carter
Indian Management February 2026
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