Thinks 1866

Angela Duckworth: “You cannot change the conditions of modern life, but you are the sovereign of what enters your personal space. Physical distance creates psychological distance: Draw close what you want more of; push away what you want less.”

Roger Rosenblatt: “Books are houses. Once inside, you’re transformed, and you become the house you entered. I open the doors of “Jane Eyre,” and I’m ushered into the manse of the cold and brooding Rochester. Eventually he thaws, and I grow to like him, feeling comfortable in the house. But what’s that manic laughter coming from the attic? Just like the various places you have lived in, a good book can never be removed from your memory…My books are teachers but also companions who know more than I do, and who in the long run wish me well. I would no sooner get rid of them than I would an old friend.”

Andy Kessler: “The 20th century was characterized by industrial might, lowering the cost of manufacturing, transportation and computing. The 21st century so far has seen spectacular growth by lowering the cost of information and maybe even knowledge. Here are five mules pulling this century along: Asynchronous, Asymmetric, Asymptotic, Assimilative, Asymptomatic.”

Mint: “Three important shifts are quietly underway in India that could shape the economy through 2026 and beyond. One, even as the world is becoming more protectionist, India is opening up: At a time when many countries are turning inward, India is moving in the opposite direction. Over the last year, it has been cutting import tariffs on intermediate inputs, trying to fast-track trade deals with various countries and becoming more open to foreign direct investment (FDI) across sectors. These steps can have sizeable benefits because the nature of trade itself is changing—in a way that can work to India’s advantage, particularly if it continues to signal openness.”

Life Notes #76: Mark Tully

Mark Tully passed away recently. His was a voice I grew up with. BBC World Service was a constant companion. As I wrote:

I grew up listening to BBC World Service on the radio. Because of my eyesight troubles, the doctor had suggested that I don’t read at night. (And there wasn’t much TV to watch in late 1970s India.) For a 12-year-old, that was a hard decision. It was then that I discovered the joys of radio, and especially BBC. I had a big Philips radio, which I would position in the balcony to ensure good reception. The short waves brought the distinctive British accent into my room. For many years, the radio was my best friend. I spent hours listening. The only competition BBC faced was when cricket matches were played, and I would tune in to whichever broadcaster was doing the ball-by-ball commentary.

BBC World Service brought me news, analysis, quizzes, humour, science, plays and more. It became my window to the world. I could close my eyes and be anywhere in the world. I knew the voices of all the news announcers and presenters. The diversity of BBC programming gave me an education beyond the classroom.

One of those distinctive voices was Mark Tully. His reports from across the sub-continent brought an authenticity that was missing in the government-controlled media of Doordarshan and All India Radio. He understood something essential: that loving a country means telling its truths, even the uncomfortable ones.

As The Economist wrote in its obit: “In more than 20 years as the BBC’s Delhi bureau chief, in the midst of this teeming, tumultuous country, his job was to insist on balance. His commentary was not aimed at the powerful or the elite. It went out in six languages to 50m listeners, many of them illiterate. He connected them to the world, just as he connected his British listeners to ordinary Indians, reporting the issues of the day not merely from offices of state but from tea-houses, villages and railway stations.”

Pratap Bhanu Mehta wrote: “It is important to recall the institutional and political context that made [Mark] him indispensable. The foreign press has always had an outsized importance in India, largely because our own press has been censored or constrained. The BBC, in effect, had to perform the role of a local radio station, since India had none. But the BBC was also, then, a genuinely great institution. It had its biases and blind spots, but if it commanded authority, it was because of journalists like Mark. One could occasionally disagree with a particular judgment, but remarkably, he never lost trust…He was unique because, on so many occasions, his voice constituted the only first draft of history available at the moment.”

I echo these sentiments of Karan Thapar: “In his time, Mark was the BBC in India. Actually, that was probably true of the whole subcontinent. From the meanest rural hamlet to the grand portals of Rashtrapati Bhawan, his name was recalled before that of the corporation he served. Millions would tune in just to hear him. And, they unfailingly believed what he said.”

I had the opportunity to meet him a few years ago at an event in NCPA Mumbai. I spoke to him for a few minutes and thanked him for the reporting that was so much a part of my growing up years. He was gracious, unhurried, genuinely curious—much like his broadcasts. That calm, measured voice I had heard crackling through short waves was now right there in front of me. Meeting him felt like completing a circle begun in a 12-year-old’s balcony.

Mark Tully was the Voice of India when we so needed one.

Thinks 1865

Rohit Lamba: ” India has long grappled with GDP expansion that fails to generate commensurate employment. The US experience suggests this is not merely a developing-country affliction — it may be the structural reality of capital-intensive, technology-driven growth everywhere. If India’s demographic dividend is to yield returns, growth must be labour-absorbing. GDP targeting alone is insufficient. If a productivity boom is indeed underway, the challenge is institutional: Ensuring its gains translate into shared prosperity.”

Animesh Koratana: “Context Graphs Are Organizational World Models. There’s a concept worth taking seriously because it reframes what context graphs actually are: world models. A world model is a learned, compressed representation of how an environment works. It encodes dynamics, ie. what happens when you take actions suspended in a specific state. It captures structure: what entities exist and how they relate. And it enables prediction: given a current state and a proposed action, what happens next?”

Manu Joseph: “There is an assumption in India that high standards are not appropriate in a country with poverty. That only keeps us poor. There is a lesson in this. Individuals, especially the poor, should think big, be grand and look much above their station.”

Frank Bruni: The Best Sentences of 2025

FT: “The mining company De Beers declared almost 80 years ago that “a diamond is forever” — and now the marketing slogan has a twist for the quantum age. The durability that made the stone sought-after in jewellery for millennia is being exploited to turn it one day into a state-of-the-art sensor allowing us to read brainwaves, navigate without satellites and diagnose diseases faster and more effectively. This dawning era for diamonds relies on an inversion of the qualities of regularity that have long made it prized for its beauty. By introducing tiny imperfections into its highly ordered crystalline structure, scientists can make it an extraordinarily sensitive detector of subatomic quantum phenomena.”

From ZAP the REACQ to ZERO the CAC: Why the Right Words Unlock the Right Budgets (Part 4)

For the CMO

Let me speak to you directly now — not as a theorist, but as someone who understands the reality you operate in.

You don’t wake up thinking about “retention philosophy.” You wake up thinking about growth targets, CAC curves, and budget pressure.

Every quarter, the same questions return:

  • Why is CAC up again?
  • Why are incremental gains harder to find?
  • Why does performance marketing feel like running faster just to stay in place?

You already know the uncomfortable truth: most acquisition today is not discovery — it’s recovery. You’re paying more each year to reach people who once knew you, once trusted you, and then quietly disappeared from view.

But here’s the problem: your tools don’t show this clearly. Your dashboards flatten history. Every conversion looks the same. And so the only rational move inside the system is to keep spending.

ZERO the CAC is not asking you to fight that system. It’s offering you a way around it.

The core idea is simple and economically obvious:

Any conversion from customers you already reach should cost nothing.

That doesn’t mean stopping acquisition. It means shrinking the domain where paid CAC is allowed to exist.

This is where NEO comes in — not as another platform to manage, but as a system that changes the economics underneath your spend.

The logic follows an escalation ladder:

NeoMails first. Your owned channel becomes a Zero-CAC conversion surface. Email stops competing with ads and starts replacing them — not by volume, but by presence, memory, and relevance. Rest and Test customers get reactivated through a channel you already own.

NeoNet second. For those who don’t respond, you reach them through partner brands — deterministic, authenticated, no auctions. Warm audiences at a fraction of traditional CAC. Funded by ActionAds: other brands paying to reach your engaged subscribers.

NeoBoost upstream. Daily micro-habits that prevent the silent drift from engaged to dormant. Your Best customers stay Best — so you never need to recover them in the first place.

Exhaust free before spending cheap. Prevent before you need to recover.

What this gives you is not another optimisation lever — it gives you optionality:

  • The option to cap CAC instead of chasing it
  • The option to redirect budget from rent to ownership
  • The option to show your CFO a credible path to margin expansion, not just growth

Most importantly, it lets you win without changing your mandate.

You are still responsible for growth. You are still accountable for CAC. You are still measured quarter by quarter.

ZERO the CAC doesn’t ask you to abandon acquisition. It asks you to stop paying for what you already own.

That’s not a leap of faith. That’s basic economics.

In short: You’ve been paying rent on customers you already own. It’s time to stop.

The question isn’t whether this makes sense — it does. The question is whether you’re ready to draw the line: paid CAC ends where owned reach begins.

Give me 30 minutes and your last 12 months of performance data. I’ll show you exactly how much you’re spending to reacquire customers you already own.

If the number is small, you’ll have peace of mind. If it’s large — and it usually is — you’ll have a decision to make.

Thinks 1864

SaaStr: “We talk a lot about what’s driving the fastest-growing AI startups. Is it the technology? The timing? The TAM expansion? All of that matters. But it’s also something that’s easy to overlook because it’s almost too obvious: The best AI B2B startups are delivering ROI so insane, so immediate, so undeniable — that you don’t need an ROI calculator to justify the purchase.”

NYTimes: “Rare earths are a family of elements toward the bottom of the periodic table, with tongue-twister names like neodymium and dysprosium. They are used in powerful magnets, lasers, M.R.I. machines and other instruments. And while they are not actually rare, they are difficult to process into usable forms. China refines more than 90 percent of the world’s rare earths, a level of control that is of growing concern to Western governments and businesses.”

Mint: “For years, ecommerce discovery was built around keywords, rankings and sponsored slots. Now, ChatGPT, Perplexity, Claude or Google Gemini are guiding users on what to buy, where to buy it and at what price, often without opening a marketplace app. That has forced online retail giants from Amazon and Flipkart to Meesho to tweak how their products show up, not just for shoppers, but also for chatbots. AI answers often list, at most, three options. “If you’re not in the answer, you don’t exist for that user,” said Sohom Banerjee, senior research associate at CUTS International, an industry forum. “Unlike Google, where result #5 still gets traffic, AI sharply narrows visibility.””

FT: “How do you change a company’s culture? It is visible behaviour and actions, not communication and messaging, that changes minds.”

Adam Grant: “The responsibility of leadership is too important to entrust to arrogant people. Narcissistic leaders deny their weaknesses and make themselves weaker. Humble leaders admit their weaknesses and make themselves stronger. Great leaders overcome their weaknesses and make us all better.”

From ZAP the REACQ to ZERO the CAC: Why the Right Words Unlock the Right Budgets (Part 3)

Changing Who Listens

CAC is the word every CMO knows, every board asks about, and every CFO scrutinises. It is the most shared, most visible, most emotionally loaded metric in modern marketing. Rising CAC is not a theoretical problem; it is a lived one — the question that hangs over every quarterly review.

That is why ZERO the CAC changes everything.

This framing does not ask marketers to learn a new concept. It uses their language to reframe their problem. It does not accuse them of waste. It redraws a boundary.

“ZERO the CAC” is not a claim that acquisition disappears. That would be fantasy, and CMOs would dismiss it instantly. It is a claim that paid CAC should not exist on owned channels. Any conversion from customers you already reach — customers in your inbox, in your database, in your known identity graph — should cost nothing. If you’re paying Google to reach someone already in your database, something is structurally broken.

This is where the reframing becomes powerful. Instead of asking acquisition teams to care about retention, it shows them how retention eliminates their biggest cost. Instead of asking CFOs to fund “engagement,” it shows them how to zero out an entire class of spend.

This isn’t aspiration. It’s channel arbitrage.

Channel CPM CAC
Adtech Platforms $20-50 $50-200
NeoMails (own list) $0 $0
NeoNet (partner brands) Low Fraction of adtech

The mechanics fall into place naturally with NEO (New Email Order):

Component Role CAC Impact
NeoMails Owned channel engagement — interactive, habit-forming, transactional Zero CAC
NeoNet Cross-brand recovery — deterministic, authenticated, no auctions. Funded by ActionAds: other brands pay to reach your engaged audience. Low CAC
NeoBoost (powered by APUs) Attention maintenance — daily micro-habits via Attention Processing Units that prevent the silent drift from engaged to dormant Zero CAC

The system follows an escalation logic:

  1. NeoMails first: Reactivate Rest/Test customers through your owned channel. Zero cost.
  2. NeoNet second: Those who don’t respond get reached through partner brands — still far cheaper than auction-based ad platforms.
  3. NeoBoost upstream: Protect Best customers so they never drift into Rest/Test in the first place.

Exhaust free before spending cheap. Prevent before you need to recover.

What changes most is who listens. Acquisition teams lean in. Growth leaders engage. CFOs ask follow-up questions. The conversation moves from “Why should we invest in retention?” to “How do we zero out this portion of our CAC?”

Retention doesn’t disappear — it becomes the mechanism, not the pitch.

This is the shift from being a Retention prophet to becoming a Growth economist. From asking for a seat at the table to attacking the largest line item in the budget.

ZAP the REACQ diagnosed the problem. ZERO the CAC reframes the solution. NEO delivers it.

ZERO the CAC. NEO. Never Lose Customers. Never Pay Twice.

Thinks 1863

ET: “The era of rapid-fire executive poaching is cooling, as corporate India enters a period of deep caution. For senior and middle management, the path to a new corner office in 2026 will be defined by gruelling vetting processes, artificial intelligence litmus tests, and a “last-in, first-out” anxiety that is keeping potential candidates from jumping ship. The shift marks a departure from the aggressive expansion seen in previous years. Executive search firms said that the timeline to close a senior mandate now frequently exceeds six months, as boards prioritize operational resilience over headcount growth. In a bid to de-risk high-stakes appointments, hiring panels are increasingly looking outside their own industries. The goal is to find “disruptors”—leaders who have navigated market volatility or digital transformation in other sectors and can apply those lessons to new environments.”

FT: “Dealing with uncertainty is arguably as much about developing an outlook or mentality as it is about market research or the unending quest for better data. General (later US President) Eisenhower summed up this tension well. “In preparing for battle,” he said, “I have always found that plans are useless, but planning is indispensable.” Why are plans useless? Clearly situations change. Competitors innovate or pitch their products at aggressive new price points. Wars break out causing commodity prices to rise. Governments introduce new legislation that changes the game. Formerly free and open markets get hit with tariffs. So why is planning indispensable? The discipline of trying to anticipate what could happen is valuable in itself. This helps develop the much-prized “agility” that so many corporate leaders want their organisations to display. An extreme version of this planning approach is to carry out a “pre-mortem” ahead of the launch of any new project or initiative. This involves imagining a time in the future when the project has failed. What is it that will have gone wrong? Which misguided assumptions did you make? Which bit of bad data led you astray?”

Bloomberg: “Step aside, artificial intelligence. Another transformative technology with the potential to reshape industries and reorder geopolitical power is finally moving out of the lab: quantum. The United Nations dubbed 2025 the International Year of Quantum Science and Technology. It’s been marked by a flurry of announcements — and a mountain of hype — around a mind-boggling field of science long dismissed as perpetually a decade away from usefulness. But that’s how people talked about AI, too, before ChatGPT spurred the current global arms race and investor euphoria.”

Mint: “The most significant technological shift will be in the biological realm, as synthetic biology starts being used to replace the chemical processes we currently rely on. This means that we will soon be able to ‘brew’ what we need by using precision fermentation and cell-free enzymatic systems, allowing us to ‘manufacture’ on demand whatever chemicals, fabrics, fuels and food we need. This will disrupt the current industrialized production system as we shift to distributed bio-manufacturing ecosystems in which neighbourhood ‘brewers’ produce our pharmaceuticals, fabrics and food. When this happens, our economic growth could finally be decoupled from resource extraction, marking the end of the ‘Age of Oil.’”

From ZAP the REACQ to ZERO the CAC: Why the Right Words Unlock the Right Budgets (Part 2)

Fighting Invisible Enemies

You cannot fight what dashboards don’t name.

That realisation took time to sink in. Marketers don’t wake up thinking about “reacquisition.” Their platforms don’t show it. Their spreadsheets don’t track it. Their attribution models label every conversion the same way: new. If a customer converts through a paid ad today, the system does not ask whether that customer once opened an email, once installed an app, or once bought six months ago. History is flattened. Memory is erased.

Arguing against this worldview is extraordinarily hard, because it requires arguing against the marketer’s own data. And dashboards always win. Not because they’re right, but because they’re there — glowing on the screen in every weekly review, every board presentation, every budget negotiation.

“AdWaste” and “REACQ” were accurate, but they were revealed truths. They required explanation. They required education. Worse, they required marketers to accept a diagnosis that their own tools did not reflect. That’s a high bar to clear before attention is even earned.

There’s a difference between a revealed truth and a felt pain. A revealed truth is something you prove to people. A felt pain is something they already experience. Revealed truths require teaching. Felt pains require only naming.

Reacquisition is a revealed truth. Rising CAC is a felt pain.

Education-first narratives are seductive, especially for people who like ideas. But they invert the natural order of persuasion. They demand belief before attention. In a world saturated with messages, that order rarely works.

I realised I was asking marketers to accept my diagnosis before I had earned their attention.

There was also a more structural problem. The people who most viscerally understood the reacquisition argument were retention teams — CRM managers, lifecycle marketers, email specialists. They understood because they lived it. But here’s the uncomfortable reality: retention teams don’t control the big budgets. They operate on roughly 10% of marketing spend. The other 90% sits with Acquisition — performance marketers, growth leads, the people who spend real money on Google and Meta every day.

By speaking primarily to retention, I was preaching to the converted. By using language unfamiliar to acquisition leaders, I was never really entering the room where decisions were made.

I was right about the disease. I was wrong about the door.

Thinks 1862

The New Atlantis (as part of “How the System Works series): “Farming is one of our species’ oldest activities, dating back roughly 13,000 years. About six thousand years ago, farmers began using draft animals — horses, oxen, and so on. For millennia after that, what farmers did in their fields changed little. But in the 1960s and 1970s, in what is called the “Green Revolution,” research scientists, government agencies, agricultural businesses, and farmers themselves put together a new, strikingly more productive version of agriculture — Farming 2.0, if you will. Today, Farming-2.0-style agriculture — which began with innovations in field crops like wheat but spread to other parts of farming, such as cattle ranching and chicken-raising — is by almost any measure the world’s most critical industry. It is directly responsible for our daily bread. But despite its overwhelming importance, Farming 2.0 is in many ways unknown to most of us, because it has been so smoothly successful that we have almost no picture of the underpinnings of the vast system that provides us with breakfast, lunch, and dinner. Too few have any sense of its scope, what brought it into existence, and in what ways it will need to change.”

Bloomberg obit: “[Lou] Gerstner slashed costs and sold off unproductive assets, including real estate and IBM’s collection of fine art. He fired 35,000 of the 300,000 employees, who had become accustomed to a culture of lifetime tenure based on principles established by former CEO Thomas Watson Sr. in the early 20th century. He stressed company-wide teamwork to replace the tradition of loyalty to various divisions, and he pegged compensation to corporate performance rather than individual results. To meet performance goals, he emphasized regular accountability rather than waiting for yearly performance reviews. “People do what you inspect, not what you expect,” he said.”

Hilton Root: “This review essay engages Two Paths to Prosperity (Greif, Mokyr & Tabellini, 2025) and develops an alternative, mechanism first account of the Europe-China “Great Divergence.” Two Paths to Prosperity explains Europe’s ascent through cultural-institutional coevolution, where corporate forms internalized values that enabled impersonal exchange. This essay reframes that account, using instead a comparative historical model of mechanisms. It argues that the Europe–China divergence hinges on how belief was translated into enforceable cooperation—through distinct architectures of authorization, selection, diffusion, and sanction (ASDS)—rather than on differences in religious and moral creeds alone. The framework reveals a recurring contrast: Europe’s plural corporate ecology scaled trust via lateral incorporation, while China’s lineage–state compact stabilized order via vertical accountability. The result is higher causal resolution and a set of testable implications across regions and regimes.”

Activate Signal: “If 2024 was India’s AI awakening, 2025 was the year the world woke up to India. Hyperscalers committed $80 Billion+. Frontier labs began opening offices. Government compute went live at scale. And in February 2026, India will host the Global AI Summit — a signal that India is no longer just participating in the AI era, but helping shape its global agenda. But here’s the uncomfortable truth: despite all this momentum, India still lacks a single homegrown hyper growth native-AI company clocking $100M+ ARR. And this is when the country is now ChatGPT’s second-largest market, Anthropic’s second-largest by usage, ElevenLabs’ second-largest by enterprise revenue and Perplexity’s largest by user base. The question for 2026 isn’t whether India matters to global AI. The question is whether Indian companies can capture the value being created, or whether it concedes a lot of that to US-based frontier labs and big-tech.”

From ZAP the REACQ to ZERO the CAC: Why the Right Words Unlock the Right Budgets (Part 1)

Naming the Problem

The $500 billion AdWaste crisis is real. Brands are spending vast sums every year not to acquire new customers, but to reacquire customers they already had — customers who once bought, once engaged, once trusted them, and then quietly drifted away. This is not a marginal inefficiency. It is a structural failure in how marketing works.

When I first began writing about this problem, the insight was stark: roughly 70% of what shows up as “acquisition” spend is, in reality, reacquisition. Performance marketing budgets are being spent on customers who already exist in a brand’s database — past buyers, subscribers, app installers, email recipients. Google and Meta are not just helping brands find new customers; they are helping brands win back their own customers at premium prices.

Think about the absurdity. A customer buys from you. You have their email, their purchase history, their preferences. Then you lose their attention through generic messaging and irrelevant campaigns. They don’t unsubscribe. They don’t complain. They just stop opening, stop clicking, stop showing up. Six months later, you’re bidding against competitors in a auction to reach that same person. You’re paying rent to sleep in your own bedroom.

This led to the framing of reacquisition as a hidden tax on growth. If a brand has already paid to acquire a customer once, why should it pay again — and often at a higher price — just to reach the same person? Why should adtech platforms profit from attention decay that martech systems were supposed to prevent?

ZAP the REACQ” emerged as a rallying cry to name and fight this invisible enemy. It was a way of saying: this is not growth, this is leakage. This is not optimisation, this is waste. If martech did its job — if retention, engagement, and relationship-building actually worked — adtech would not be able to monetise reacquisition at this scale.

Internally, the reacquisition framing resonated. Teams working on CRM, lifecycle marketing, and owned channels immediately recognised the pattern. Retention-focused CMOs nodded. Product teams understood the systemic failure. At conferences, people would approach me afterward and say, “You’ve named something I’ve felt but couldn’t articulate.”

But outside the circle of the converted, something else was happening. The phrase didn’t travel. There was no backlash. No counter-argument. No debate. Just polite disengagement. The idea didn’t spread, not because it was wrong, but because it never quite entered the mental model of the people controlling the largest budgets.

That was the first signal I couldn’t ignore.

The diagnosis was right. The language wasn’t.