Management Perspectives

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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

Nurturing tomorrow’s unicorns

The next decade must build on the last. With the policy architecture now in place, the focus shifts to execution excellence, collaborative governance, and relentless iteration. By aligning incentives, removing residual friction, and fostering a culture that celebrates calculated risk, India can transform its startup ecosystem from a national success story into a global benchmark.

by ULLHAS PAGEY
Indian Management July 2026

The power of purpose

Purpose gives organisations a reason to exist; stories give them a way to matter. When purpose and storytelling converge, they create a powerful force for change—one that inspires people, shapes culture, and drives impact. In a world hungry for meaning, the organisations that master authentic storytelling will not only survive but thrive.

by Zoë Arden
Indian Management May 2026

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The real innovation risk

Debunking the following myths-
MYTH 1: Innovation requires freedom from constraints.
MYTH 2: ‘Think outside the box’ is sound leadership advice.
MYTH 3: More options lead to better outcomes.
MYTH 4: Risk-taking is about courage and tolerance.
MYTH 5: Boundaries stifle a culture of experimentation.

by Sheri Jacobs
Indian Management May 2026

The focus advantage

Myth 1: Running multiple businesses in parallel reduces risk. 
Myth 2: More features add more value 
Myth 3: A rough early mvp will damage your reputation 
Myth 4: Always say yes to customer requests 
Myth 5: AI will solve focus for founders

by Igor Ryabenkiy
Indian Management April 2026
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