Where it all Started
I was in Grade 5 in school in mid 1980s, leave aside social media, we did not have much of TV too! We had our playground. And, we had Comic books. Asterix, Tintin and many more. And yes, they were expensive to buy. I come from one the top tier school and you can imagine that there would be few children who come from families where there would be surplus and they had enough pocket money. As a family we were ok, when it came to spending, but not having a lot to splurge in things like comics and I had an outer limit to buy per month. As a child though an extrovert, I used to be a little reserved, and immersed in my world of whatever comics I could afford to buy and read. There came a point that I wanted to read more, and buy more obviously. And I could not. That’s when one day it just struck to me, why not start a Comic Book Club, where one can just be in the world of comics. I built 2 sets of membership, one where there were those rick kids who became the comic contributors (as they had enough to buy) and they would give the comics to the club and in return they could read as many as they want, great value as then they would be accessing more and also would save some money. Then there were a second set of members who couldn’t contribute but would borrow comics at 20 cents per comic. Great for them as instead of buying one at a dollar, now could read 5 in the same amount. And then there was me, who read all the comics without any spend!
I don’t know what more you can make out about me, but I am just a Comic Book Collector!
Professionally I went on to become a Global marketer and a CMO then a CEO for some top tier brands across the globe. Working for 25+ years in and around marketing, brand, strategies, sales, pitches et et.
BTW, this was my connection story (I still use it) that I narrated to my first investor in my entrepreneurial journey. My banker, who did not bother to then see my credentials, my resume, and this is the story he went on to tell to the Branch Manager. From this story, he later told me, he got what is important – I am an entrepreneur, I have a creative mindset, I am a strategist & marketeer, I got his attention, he felt I was authentic and also that I will be able to do a good business as a business storyteller. And he got me the loan I needed to kick-start my company in 2019. This story was my ‘foot-in the door’.
Common between both of these tracks of my life – personal and professional, I somehow in 2019 realised that I was dealing with stories and narrative all the time and in both of my tracks, and working with stories in both of these I realised that we don’t leverage the power of stories in our workspace. With a desire to address that I plunged the world of Storytelling as a story coach, as a story consultant, as a story practitioner. And that is what I do today.
My ikigai, lies at the intersection of my passion for storytelling and creativity, my skills in brand strategy and communication, the world’s need for authentic and impactful brands, and the professional opportunities in the marketing and branding industry. Helping people & brands tell authentic stories and create meaningful connections with their audiences through strategic communication and marketing.
I was 7 years in my career and at that time in Samsung, I realised that storytelling has always been part of my DNA and it has become a strong advantage for me with practice. Though I didn’t fully understand its power until my career led me to the pivotal realisation that stories aren’t just narratives; they are vehicles that carry emotions, inspire actions, and, ultimately, build legacies. Stories connect. Stories are memorable. Stories spread. Stories create impact. Reflecting on my journey, from my early days I’ve discovered the magic of authentic storytelling in creating meaningful connections between brands and people. I’ve come to believe that great storytelling is the heart of powerful marketing, and that belief has shaped my entire professional path. And then the entrepreneurial journey.
The world of digital marketing, brand storytelling, and data-driven communication is a complex, yet exhilarating one. It’s where creativity meets strategy, and where the ability to craft compelling narratives can make or break the success of a brand. For me, storytelling isn’t just a tool; it was a doorway into a world where creativity could drive real, tangible results for businesses and brands across the globe.
Curiosity, Creativity & Communication
As a child, I was always curious about people’s stories. I was a dreamer and loved to observe people. I often found myself captivated by how individuals’ experiences, struggles, and triumphs were told in ways that resonated deeply with their audience. I didn’t realise it at the time, but this innate fascination with storytelling would eventually become the foundation of my career. Whether it was the family stories passed down through my grand dad and grand mom or the epic narratives of historical figures, I was enamoured
by how stories had the power to shape perspectives and influence decisions. My love for movies just added to this passion.
When I first entered the world of advertising which as my first job, I quickly realised that this curiosity had a place in business too and a very important one. Marketing, at its core, is about communication—and effective communication relies on messaging & the story you tell. But it wasn’t until I got deeper working with Top Tier global brands that I understood how storytelling could be used as a strategic tool to connect with audiences on a deeper, emotional level.
It was my mentor and manager at J Walter Thompson that made me fall in love with the world of advertising which were the brand stories we as an agency built. He is no more but I still have his 1st advice in my 1st meeting with him – “when you are in a company or here in agency, you will have your work and then there will be teams working around you on various brands. As a marketer you should be curious enough to know what is happening in other brands round you, and not just yours as that also gives fuel to your creativity and it ignites your mind”. This has remained with me till today. I committed to this and my curiosities and stories have been with me. It was then that I decided to commit myself to creativity in the world of storytelling, specifically in the realms of brand and business storytelling.
Marketer to Storyteller
In the early stages of my career, I was heavily focused on traditional marketing tactics—advertising, promotions, building campaigns, analysing consumer behaviour, optimising strategies to drive sales. Then came the digital marketing era. There was a new wave of marketers building their strategy stack to have a % of marketing spend on digital. These early days of content and digital made marketers into natural storytellers. These are essential elements of marketing, but something was missing. There was a gap between the brand and its audience, a disconnect that data alone couldn’t bridge. That’s when I began exploring storytelling as a way to humanise brands.
I realised that behind every successful brand is a compelling story, one that resonates with its audience on a personal level. It’s not just about selling a product or service; it’s about creating a narrative that customers can relate to, that evokes emotions, and that inspires loyalty.
In my quest to become a better marketer, I started delving not just the art of storytelling but also how stories work in the digital age. With the rise of social
media, content marketing, and the democratisation of information, brands were no longer in control of their narratives—consumers were. It became clear to me that if brands wanted to succeed, they had to craft stories that were not only authentic but also adaptable to this new, dynamic landscape. Not a big fan of definitions but for me stories in businesses are nothing but facts wrapped in a context and well told with an emotion. Important here is the fact which is the truth, and the well told, which is the articulation.
Storytelling to make one love your Brand—Creating a Legacy
Normally people co-relate to the brand as a logo. Well we all know it is much more. And, every brand has a story, but not every brand knows how to tell it. This is where I found my true calling—helping brands articulate their purpose, their values, and their unique place in the world through storytelling.
I’ve worked with brands across various industries, from tech startups to global giants, and the one thing they all have in common is the need to connect with their audience in a meaningful authentic way. Storytelling allows brands to do just that. It allows them to go beyond the transactional and build emotional connections with their consumers.
But it’s not just about telling any story—it’s about telling an authentic story. In a world where consumers are more skeptical than ever, authenticity is key. People can sense when a brand is being disingenuous, and they will disengage. The brands that succeed are the ones that stay true to who they are and tell their stories in a way that reflects their values and resonates with their audience.
I’ve seen this firsthand in my work with various brands. When we focus on authenticity and craft stories that align with the brand’s core values, the impact is profound. Consumers aren’t just buying a product; they’re buying into a story, a lifestyle, a belief system. And that’s what creates loyalty.
With Global brands this becomes another important fact as now you as a brand will address multiple cross cultural audiences. Now here messaging needs to be relevant and really sensitive to the local nuances. This is where storytelling comes to rescue and really helps brands build love and leave love marks.
Data Storytelling—The Intersection of Analytics and Emotion
The digital life gave birth to deluge of data and that has given us AI too! One of the most profound shifts in my thinking as a storyteller was learning how to blend storytelling with data. In today’s digital world, marketing is heavily data-driven. The sheer volume of information available to us as marketers is staggering, but data alone isn’t enough. Numbers are in plenty, and they don’t tell stories—people do. Neither do they lead to decisions on their own. They need context. They need common ground. They needs emotion. An agreement or a decision can only happen on data & facts when all of this happens.
Always the challenge, and the opportunity, lies in interpreting that data in a way that tells a compelling story. This is where data storytelling comes into play. It’s about translating insights from data into narratives that are not only informative but also engaging. This was a game-changer for me. Suddenly, I wasn’t just presenting charts and graphs to executives or clients; I was crafting stories that helped them understand the bigger picture, the “why” behind the numbers. And most importantly, these stories inspired action.
One of the most rewarding moments was when I successfully coached teams across many startups and they used data storytelling to innovate, build insights, drive impact and help their brand position itself in the market. By combining deep consumer insights with creative storytelling, they were able to reframe the brand’s narrative in a way that resonated with its audience. It wasn’t just about the data; it was about what that data told us about the people we were trying to reach.
Me Becoming the Story
As marketers, we often focus on telling the stories of the brands we represent, but we sometimes forget the importance of our own story. Me as a brand is rooted in my belief that storytelling has the power to create & drive change. Whether it’s helping a startup find its voice, guiding a legacy brand through a storied framework, or inspiring individuals to embrace their own unique stories, my mission is to use storytelling to help people and brands connect in a meaningful way.
Over the years, I’ve learned that the best way to build a brand is to be authentic and to lead with purpose. My purpose is clear: I’m here to help people and brands tell authentic stories that create meaningful connections with their audiences. And that’s the message I want to leave with anyone who reads this — whether you’re an entrepreneur, a marketing professional, or a digital nomad, your story matters. And when you tell it in a way that is
true to who you are, it has the power to inspire, to connect, and to create an impact.
Like I said, I am just a comic book collector
As I reflect on my journey, I realise that storytelling has been the key to my success, both professionally and personally. It’s not just a skill—it’s a mindset. It’s about seeing the world through the lens of narratives and understanding the power those narratives have to shape perceptions, influence behaviour, and create connections. It has a method to it being. One has a natural instinct in being a storyteller and one can then learn the knack to storyteller.
For anyone looking to harness the power of storytelling in their own work, my advice is simple:
- Be Authentic: Your story needs to reflect who you are and what you stand for. People can sense when a story is disingenuous, and they won’t engage with it. Stay true to your values and your mission.
- Know Your Audience: A great story isn’t just about you; it’s about the people you’re trying to reach. Understand their needs, their desires, and their pain points, and craft your story in a way that resonates with them. Get into your audiences SHOES.
- Use Data to Support Your Story: In today’s digital world, data is an invaluable tool for storytellers. Use it to inform your narrative and to make your story more compelling. It adds to the credibility and is in fact the fact in your story
- Don’t Be Afraid to Be Vulnerable: Some of the best stories come from moments of vulnerability. Don’t be afraid to share your struggles and failures. It’s those moments that make your story relatable and inspiring.
- Keep Evolving & Keep your stories fresh: Just like brands, stories need to evolve. As your journey progresses, so will your story. Embrace that evolution and continue to refine your narrative as you grow.
- Tell Stories to get Stories: A good storyteller has to be a good story collector. Tell stories to get stories and add to your story bank
- Deliberate Practice: Practice. Practice and Practice.
Storytelling has opened doors for me that I never thought possible. It has allowed me to connect with people on a deeper level, to build brands that resonate with their audiences, and to create meaningful, lasting connections. My hope is that by sharing my journey, I can inspire others to embrace the power of storytelling and to use it as a knack for creating change in their own lives and businesses.
I do want to end this with something that I am strong protagonist of – Celebration of Failures. If you want to read my failure story at my time in Microsoft here it is – https://en.fuckupnights.com/read/how-a-last-minute crisis-turned-into-lessons-learned-for-business
