The Two Restaurants Imagine you’re visiting a city you’ve never been to before. It’s lunchtime. You’re hungry. As you walk down the street, you notice two restaurants next to each...

The Last Slice of Pizza Imagine you’re at a party with ten friends. Two large pizzas arrive. Everyone eats happily. There is plenty for everyone, so nobody thinks much about...

Imagine you’re shopping online for a new pair of wireless headphones. After an hour of searching, you’ve narrowed your choices down to two. The first costs ₹2,999. Its product page...

The Brand You’ve Never Heard Of Imagine you’re walking through a busy street on your way to work. You’re craving coffee. On one side of the road is Starbucks. On...

The ₹5,000 You Never Planned to Spend Imagine walking into a supermarket on a Sunday afternoon. You need toothpaste. That’s it. You pick up your usual tube and head towards...

You Went to Buy One Thing… You walk into a shopping mall on a Saturday afternoon to buy a pair of shoes. That’s it. Twenty minutes later, you’ve found the...

Someone asks you a question. “What’s the capital of Japan?” You take out your phone. What do you say? “Google it.” Not: “Search for it online.” Just: “Google it.” Now...

A new phone is announced. The screen is brighter. The camera is better. The processor is faster. The battery lasts longer. And yet, every year, millions of people wait for...

A ₹10,000 watch and a ₹10 lakh watch can both tell the time. So why does someone willingly pay 100 times more for one? If the answer were simply “better...

Some customers buy from a brand. Some customers keep buying from it. Some recommend it. And then there are customers who seem to belong to it. They defend the brand....