The facts about me are on this page already: fifteen years in digital marketing, a co-founder of DigiStreet Media, a builder of RankStreet and other software, based in Delhi NCR. Here I want to explain how I work and think, so you can judge whether my approach suits the way you run your business.
How I think about marketing
I think of marketing as a system with parts that either work together or do not. Search, paid media, content, the website, the sales follow-up and the reporting all affect each other. Most problems I am asked to fix are not inside one part. They are in the gaps between parts.
For that reason I start by looking at the whole path a customer takes, from the first time they hear of you to the moment they pay, and I look for the point where people leave. Fixing that point usually helps more than adding new activity at the top.
I try to keep advice plain. If something can be explained in a sentence, I would rather say it that way than wrap it in jargon. A recommendation you cannot repeat to your own team is not much use.
Why I build software as well as advise
Over the years I got tired of tools that did not do what practitioners need, so I started building my own. RankStreet is for SEO, AEO and GEO visibility. The Lead Extractor handles prospecting. DigiStreet Billing and DigiStreet Monitor run parts of the back office and team work, and Work Calendar is the booking system behind this site.
Building products has changed how I advise. I know what it costs to scope a feature, to launch something and to find out nobody wants it. That makes me more careful when a client proposes a large build, and more willing to suggest a smaller test first.
It also means I use the tools I recommend, so I can speak from experience about their limits.
Doing and directing
I work in two modes. In one I advise: I review what is happening, set priorities and hold the people doing the work accountable. In the other, my team at DigiStreet Media and I do the work ourselves. Which mode fits depends on what you already have in place.
I keep the two separate in how I describe them. If you have a good in-house team or agency, you probably need direction, not more hands. If you have no one, you need hands as well. I would rather help you spend on the right one than sell you both by default.
My stated belief is in actions over words, and in leading by doing. In practice that means I would rather show you a working fix than present a long deck.
How I make decisions
I try to decide with evidence, and to be honest about how much evidence I have. Often the data is incomplete. When it is, I say so, make the best call available and set up a way to check it later.
I prefer small tests to large bets when the cost of being wrong is high. I also prefer to fix measurement before changing campaigns, because otherwise I cannot tell whether a change helped.
I do not promise outcomes I cannot control. Search rankings, ad auctions and customer behaviour all depend on factors outside anyone's control. What I can promise is method, clear reporting and effort.
- I check that tracking works before I judge performance.
- I change one important thing at a time where I can, so results can be understood.
- I write down what we expected, so we can compare it with what happened.
- I say when I do not know, and tell you how we would find out.
Why I write things down
Much of what I do is turning loose conversation into something written: a scope, a priority list, a measurement plan. Written plans are easier to question, easier to share with a team and easier to check later. A verbal agreement is easy to remember differently six weeks on.
I also write down what I got wrong. When a recommendation does not work, I want to know why, and I want my client to see that reasoning rather than a quiet change of direction. Learning in the open is part of how trust builds.
If I take notes on your business, they are used for your work. I do not share your figures or plans with others.
What working with me is like
Expect direct, calm conversation. I will tell you what I think, including when it is not what you hoped to hear. I will explain my reasoning so you can disagree with it. Then, once we agree, I follow through.
I keep communication simple: a regular call, written summaries, and a shared list of what is being done and by whom. Clients should never need to chase me for an update.
I work with founders, marketing heads and teams who want a straight conversation about what is working. I am less suited to people who want a guarantee or a quick trick.
What I look for in a good working relationship
The best engagements tend to share a few qualities. The client has a clear question, even if the answer is unknown. Someone senior is willing to make decisions. And there is room to be candid about problems, including ones inside the client's own team.
I am happy to challenge a plan, and equally happy to be challenged. A client who explains why they disagree usually teaches me something about the business that no data export would show.
When these qualities are present, the work is easier and the results, whatever they turn out to be, are easier to understand.
How the ventures and the consulting fit together
The work page lists the products I have built alongside the agency. They are separate businesses, and I keep my consulting independent of them. If a tool I built fits your needs, I will say so. If another approach fits better, I will say that too.
The common thread is measurement. Each venture exists because I wanted marketing to be easier to see, track and improve. That belief shapes the advice I give: if you cannot measure it, begin by making it measurable.
You can read about each venture on the work page, and about the way we might work together on the hire-me page.
Where I am based and how I work
I am based in New Delhi and serve clients worldwide, mostly remotely. Meetings are held in your time zone through the booking calendar, and I am happy to meet in person for clients in Delhi NCR.
Through DigiStreet Media I work with a wider team across design, development, video and performance. When your needs go beyond what one person can do, I bring in that team and stay accountable as the single point of contact.
Where a task needs a specialist I do not have, I say so. I would rather refer you elsewhere than overpromise.
What I am not
I am not the cheapest option, and I do not run high-volume, low-touch services. I do not guarantee rankings. I do not claim a method that works the same for every business.
I am also not the right person for work I do not do well. If your project needs a specialism outside my range, I will say so early.
What I offer is senior attention, a clear method and a team that can carry out the work when you need it.
I would rather tell you early that I am the wrong fit than take on work I cannot do well.
How to decide whether to work with me
Read the services and hire-me pages, look at the ventures on the work page, and book a short call. A thirty-minute Strategy session is a low-cost way to see how I think and whether we get along.
If it feels right, we continue. If not, you leave with a first-look view and a clearer sense of what you need, which is worth having either way.
