Performonks

Performonks

Home
Notes
My Website
The India Playbook
Archive
About
The Bhasmasura curse that plagues big brands
big brands inadvertently set insurgent brands up for success
Oct 16 • 
Rashi Goel
Honey, who shrunk my share?
Large, mature, category leader brands lose share like an iceberg melts. This happens because consumers move forward, while brands regress.
Oct 13 • 
Rashi Goel
Sampling unlocks willingness to buy
My hair mascara story: sampling, even forced trials break consumer resistance which over time converts to more usage, even loyalty
Oct 6 • 
Rashi Goel
Most Popular
View all
Butterfly effect
Apr 1, 2022 • Rashi Goel
The next frontier of marketing: community flywheels
Jul 23, 2023 • Rashi Goel
The India Playbook: One India, four markets
Oct 19, 2023 • Rashi Goel
A new tension for a new India Part 1
Mar 24 • Rashi Goel
Brand managers are not set up for success
Aug 18 • Rashi Goel
Human desires are like onions
Mar 17 • Rashi Goel

The India Playbook

See all
The Bhasmasura curse that plagues big brands
big brands inadvertently set insurgent brands up for success
Oct 16 • 
Rashi Goel
Sampling unlocks willingness to buy
My hair mascara story: sampling, even forced trials break consumer resistance which over time converts to more usage, even loyalty
Oct 6 • 
Rashi Goel
As a rule, Indians bend the rules
Kirana stores used Jugaad to build categories in India. As we organise retail more and more, who's bending the rules now?
Aug 25 • 
Rashi Goel

Marketing Mastery

See all
Honey, who shrunk my share?
Large, mature, category leader brands lose share like an iceberg melts. This happens because consumers move forward, while brands regress.
Oct 13 • 
Rashi Goel
Leading with brand alpha is also good business
we lead with what lags and ignore what we should lead with
Sep 29 • 
Rashi Goel
Brand generates alpha for a business
Brand alpha is not a distant shiny theoretical concept. It generates cold hard cash.
Sep 21 • 
Rashi Goel

Self Mastery

See all

Category of One

See all

Storytelling

See all
Performonks
Performonks
High-leverage practitioner insights on converting products to brands and growing consumer businesses in India
Recommendations
View all 13
The Sociology of Business
The Sociology of Business
Ana Andjelic
Concept Bureau
Concept Bureau
Jasmine Bina
Line Cook Chronicles
Line Cook Chronicles
Mark Mendez
Womaning in India
Womaning in India
Mahima Vashisht
AI Download
AI Download
Brad Calloway

Performonks

AboutArchiveRecommendationsSitemap
© 2025 Rashi Goel
Privacy ∙ Terms ∙ Collection notice
Start your SubstackGet the app
Substack is the home for great culture