Many startup founders approach me for their investor story, but Malini Adapureddi's approach was different. She wanted to define her brand sharply for users first.

A story thread - 1/n.
She was clear with her vision and as a story coach my job was to help her with structure and creative articulation.

A few #zoommeetings later, we arrived at the storyline for Deconstruct Skincare. We called it 'information over impulse'.

The promise of fairytale transformation made by traditional beauty brands does not work for the intelligent Indian woman. Deconstruct, on the other hand, is appealing to their curiosity and delivering faster skincare results.

This was announced on @instagram, and immediately the new tagline was shared by bloggers and influencers.

A couple of days later, our quirky website statement, 'Stop, don't shop!' seemed to inspire an established skincare brand's Insta post.

Most entrepreneurs think good communication takes time to deliver results. But Deconstruct's strong consumer story is acting as a booster shot for the brand.

Marketing speak stays in presentations, stories that get shared.

5/5 - ends.

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More from @EccentricSachin

8 Apr
@petershankman had a book manuscript to submit in less than two weeks, and his publisher was getting antsy. Did he manage to complete the book in time?

A story thread - 1/n.
Being a pro-flier, he had realised that his zone of focus was 30,000 feet above the ground.

So he got on a flight to Tokyo from Newark only with a laptop, power cord and his phone. 14 hours later, he landed in Tokyo with five completed chapters of his book.

He crossed immigration, breathed some fresh air and turned back to security. He had booked a 4000$ return flight to Tokyo, just to write the book!

31 hours later Shankman landed with the completed manuscript of his book.

Read 6 tweets
7 Apr
Pete Souza was the official photographer during President Obama's two terms in the Whitehouse. This was one of the many memorable pictures he clicked during those presidential years.

A story thread - 1/n. Image
This is what businesses and leaders could do a lot more.

Marketing comes up with the same values and USP buzzwords that are used by every other company. Then those yawn-inducing phrases are repeated on the website, on hallway posters and even in one on one communication.

Obama did not keep repeating that he respects everyone. He lived it all the time and a picture of him displaying that value became a story for all to see.

Read 5 tweets
6 Apr
There is much talk about @Thalaivithefilm ' starring #KanganaRanaut. It is based on the life of #Jayalalitha, the six times CM of Tamil Nadu, who ruled the Tamil silver screen before entering politics on the behest of her mentor M.G. Ramachandran.

A story thread - 1/n.
Her rise in politics was nothing short of meteoric.

Tamil Nadu and Karnataka have had bitter battles over water of the Cauvery river and these sentiments run deep. Jayalalitha fought the fiercest on this issue making her a disliked figure in most of Karnataka.

But the interesting story is that you could actually call her a Kannadiga too.


She was born in Melukote(50kms from Mysuru), lived in Mysuru and Bangalore before moving to Chennai.

Read 5 tweets
17 Feb
We took a weekend trip to Coorg earlier this month. Apart from the beauty of the region and the delicious food, we discovered something else.

A story thread - 1/n.
While looking for a place to buy some token coffee and homemade wine, I came across a place on google maps. This store had over 350 reviews, and the rating was close to a near perfect(5 stars).

The place was called 'Ainmane' and it retails their own range of coffees, spices, vinegars and so on.

At the store, there were brochures which spoke about why crystallisation in raw honey is a good thing(the myth is that crystallisation occurs due to adulteration).

Read 7 tweets
16 Feb
@dananeerr, a 19 year old content creator from Peshawar in Pakistan, was having fun with her friends in the northern region of her country.

As a fun jibe towards rich kids, she said, "Yeh hamari car hai, yeh hum hai, aur yahan hamari pawri ho rahi hai."

A thread - 1/n
If you look closely, #pawrihorihai follows some techniques of good communication.

1. The rule of three: Dananeer's uses only three lines in the clip. Something that almost anyone can recreate(and people are doing that).

2. Keeping it simple: it may not be by design, but Dananeer kept the lines super simple and relatable. Hindi and Urdu combined is spoken by a whopping 600Mn+ people in the world! That's the potential audience for the video.

Read 5 tweets

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