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Every essay, column, Startup Atlas entry, curated hub, film and lesson on the site, in the order it went up. The Founder Library holds 300 lessons. RSS feed.

2026-10-20 · Soch · India Won 1971 in August. The war lasted thirteen days in December. The victory was assembled over the nine months before it: a treaty signed in August, a tour of six capitals in November and three vetoes in a single fortnight. विजय Vijay, the first of India’s great diplomatic wins.
2026-10-20 · Profiles · Dr S. Jaishankar: biography, record, ideas and videos. India’s External Affairs Minister: the life, the record, the ideas, the books, forty videos and his key speeches read closely. Every fact sourced.
2026-10-20 · Profiles · The Six Phases of Indian Foreign Policy: Jaishankar’s 4th Ramnath Goenka Lecture. Six months into the job, a history of Indian foreign policy in six phases and five lessons, and the line that the obstacle to India’s rise is no longer the world but the dogmas of Delhi.
2026-10-20 · Profiles · Doing Foreign Policy Differently: Jaishankar’s 24th Lalit Doshi Memorial Lecture. Delivered ten months before he became External Affairs Minister, this lecture reads today like the plan for his ministry. Ten changes in the world, and what each one asked of Indian diplomacy.
2026-10-20 · Film · Still #1 on Google, But Revenue Fell 33%. Here's Why (and the Fix)
2026-10-19 · Soch · Two WhatsApp Accounts. One Phone. Now on iPhone Too.. The second phone in your pocket can go back in the drawer. WhatsApp now keeps two accounts logged in at once in its own app, on Android and now on the iPhone. How to set it up, what stays separate and what it means for a business that runs on WhatsApp.
2026-10-19 · Startup Atlas · Nubank: Remove the fee the incumbents live on, and the customers come to you.. Brazil’s five big banks held about 90 per cent of the market and charged for nearly everything. Nubank started with a purple card that charged nothing and a phone that replaced the branch.
2026-10-19 · Startup Atlas · Zerodha: Charge a flat price for the honest version, and let profit fund growth instead of investors.. Indian brokers charged a percentage of every trade. Zerodha charged a flat fee, then nothing at all for long-term equity investing, and grew into one of India’s largest brokers without venture capital.
2026-10-19 · Startup Atlas · Canva: Sell to the people the professional tool ignored, and make the first design free.. Design software was built for designers. Canva built it for everyone else, gave it away to start and turned that crowd into 31 million paying users.
2026-10-19 · Film · Every Founder Fights Ten Demons | Happy Dussehra | NS Transform 2027
2026-10-17 · Soch · Revenue Defence in the AI Era. A founder’s website still ranks first. His enquiries have gone anyway. The ranking did not fall. The click did. What a business owes its revenue now that answers come before links.
2026-10-17 · Soch · AI Slop = AI Flop?. Half the new articles on the web are now written by machines. The search engines and the answer engines still quote humans. The tool is not the problem. Having nothing to say is.
2026-10-17 · Soch · Tesla Built a Flying Car Before It Built the Roadster. On 15 October a Tesla Roadster drove up a ramp, hung upside down, flew and landed on its wheels. The car was promised for 2020. It is now promised for 2028. What a demonstration buys and what only delivery can.
2026-10-17 · Soch · Elon Musk Sells the Future in Instalments. He promises a date he will miss and collects the money now. Often enough he delivers something real years later. The method built the most valuable rocket company in the world. It is also the most dangerous habit an Indian founder could copy.
2026-10-11 · Soch · The Most Powerful Person on Earth Should Be a Crown, Not a Clown. A peace prize he did not win. A lake he renamed. A strait he annexed on a map with a typo. A war he scheduled around an election. A satire on the loudest office in the world, aimed up, and at every founder who confuses noise with authority.
2026-10-11 · Soch · An Expectation Is Not an Agreement. In three weeks Google released its strongest model to defenders first, gave its new agent an email address and won in court against the publishers who fed it. OpenAI shelved a model that lied. Nobody would swear their AI was safe. What it means for an Indian business, from someone who has sold search since 2008.
2026-10-11 · Soch · The Shop Next to the Gold. T. S. Kalyanaraman sold cloth for two decades beside a lane of jewellers in Thrissur. In 1993, five days short of his forty-sixth birthday, he opened one showroom, put a price on every piece and then waited seven years before opening a second. It is now 507 showrooms and ₹35,743 crore of revenue. What a founder should take from it, and what not to.
2026-10-11 · Soch · What a ₹100 Crore Seed Price Was Paid For. Wellpro, the wellness company I co-founded with Dr Ashutosh Rastogi, was priced at ₹100 crore in its first seed round. Not on revenue. On a patent application, a protocol, a portfolio of formulations and a distribution system built in about sixty days. The operational record, what the price did and did not mean, and what a founder can copy.
2026-10-11 · Soch · Choose the Narrow Pass. What a film about Thermopylae, a law drama built on a lie and a comedy about a compression startup teach a founder about strategy. Pick the ground where numbers stop counting. Guard the path you were told nobody uses. Know which launch to stop.
2026-10-11 · Soch · The Phone Is the Easy Part. Smartphones are now India’s largest export, and three in four of them are iPhones. That is a real achievement and the easy half of one. What India builds next is the part inside the phone, and that is where a founder should be looking.
2026-10-11 · Soch · Startup at the Speed of Light: The Nikhil Sharma Way. Most startups do not die of a bad idea. They die of the distance between deciding and doing. Twenty years of building, and the nine laws I now run every company by, from the founder agreement on day one to the habit of stopping.
2026-10-11 · Film · How Does ChatGPT Answer You So Fast?
2026-10-11 · Film · There is an easy way to start up · NS Transform 2027
2026-10-09 · Soch · If There Had Been No Ratan Tata. He took a ₹10,627 crore group in 1991 and left a $100 billion one in 2012. The decisions, the numbers, the trivia, the mistakes and the man, with the sources attached. And then the question nobody asked at the funeral: what would be different if he had stayed in Los Angeles.
2026-10-09 · Soch · The Omnipotent Machine Asked Me to Prove I Was Human. Every age builds its own Maya. Ours ships with a status page, a monthly plan and a box that says I am not a robot. A satire, aimed up, with one hand on my own keyboard.
2026-10-09 · Soch · The Ones Who Wrote the Method. From Kautilya’s seven parts of a state to a milk cooperative in Anand, India’s path-breakers share one habit. They did not leave an idea. They left a procedure. Twenty-three centuries of it, with the myths taken out.
2026-10-07 · Soch · Pakistan Needs One More General. The One Who Hands It Back.. Thirty-three years of direct rule in seventy-nine, and not one prime minister who finished a term. The repair cannot come from outside the army, so it must come from an officer who gives the country back, and from an India disciplined enough to say nothing while he does. Written on the day of Operation Sindoor and held for seventeen months.
2026-09-30 · Soch · The Real Startup. Almost nothing is coming to kill your venture. The first of the countdown to NS Transform 2027.
2026-09-23 · Soch · Nightingale Kept a Ledger. The most famous nurse in history is remembered for a lamp. What changed the British Army was a table of deaths and a diagram nobody could argue with. The hospital that counts its outcomes beats the one that describes them.
2026-09-16 · Soch · Nobody frightened buys a hospital; they buy whoever answers the phone.. Sutra 06
2026-09-09 · Soch · India Is Already the Doctor. India performs a large share of the world’s affordable complex surgery and sells it on the one thing nobody should sell. Price. The position it has never claimed is outcome at scale, and the layer that would let it claim that position has not been built.
2026-09-02 · Soch · Ask How Many Times. One question separates the surgeon you want from the one you were given, and it works on lawyers, agencies and founders too. The rule I use and the number that made me use it.
2026-08-26 · Soch · The Visa Is the First Appointment. Three in four foreign patients who come to India come from one neighbour, and in 2024 India showed what happens to a hospital when a visa becomes a weapon. The medical visa is the cheapest diplomacy the country has.
2026-08-19 · Soch · Sell on price and you have named your replacement.. Sutra 05
2026-08-12 · Soch · The Discount Is a Confession. India’s largest export industry was built on being cheaper per hour. The next cheaper country is a machine. What a services firm is actually saying when it leads with the price.
2026-08-05 · Soch · The Chettiars Ran a Network Before the Word. In 1930 one community from a dry corner of Tamil Nadu had offices in 217 towns across Burma under one standard and one rate. Then it lost everything. The column that cuts against me.
2026-07-29 · Soch · Trust is the only asset that gets cheaper every year you hold it.. Sutra 04
2026-07-22 · Soch · The Argument for India Is a Supply Argument. Everyone arguing for India argues demand. Demand without capacity is a queue. The real argument is on the other side of the ledger, and it is the one I have spent a career inside.
2026-07-15 · Soch · The Partner You See Twice a Year. A network runs on people you do not sit with. Here is how one man keeps faith with eight of them, and the three habits that have held when nothing else did.
2026-07-08 · Soch · Eight Cities, Eight Rulebooks. A national market was promised in 2017. A firm that works in eight states still obeys eight versions of the law. The compliance load is the quiet tax on every Indian network.
2026-07-01 · Soch · Demand without capacity is not a market. It is a queue.. Sutra 03
2026-06-24 · Soch · Seven Crore Firms and No Firm of Firms. India has registered more enterprises than most countries have adults. It has registered almost nothing that joins them.
2026-06-17 · Soch · Pataliputra Wrote the First Timetable. Kautilya divided a king’s day and night into sixteen blocks and wrote down what went in each. He got the architecture right and the sleep wrong. We have done the reverse.
2026-06-10 · Soch · Nobody is short of advice. Everyone is short of delivery.. Sutra 02
2026-06-03 · Soch · Happiness Is an Operations Problem. Every tradition that took happiness seriously ended in the same inconvenient place. It is not a feeling to be summoned. It is a set of conditions to be maintained.
2026-05-27 · Soch · Ten Minutes Before the Day Gets a Vote. Anything you leave for the evening you have given to the evening. How one person actually keeps a condition, with the only habit study worth quoting.
2026-05-20 · Soch · A Ten-Hour Day Is a Rule. Say Who Pays for It.. Telangana made the ten-hour working day legal in July 2025 and called it ease of doing business. The week did not get longer. The evening got shorter.
2026-05-13 · Soch · Happiness is a condition you maintain, not a feeling you find.. Sutra 01
2026-05-06 · Soch · Seventy Hours Is a Capacity Confession. When a founder asks his people for seventy hours he is telling you something about his company and nothing about his people.
2026-04-28 · Soch · The Longest Consequence Loop I Know. Why I am asking you to plant trees — and why One Tree Planted is where I would send the money.