Why does a young woman avoid buying a personal product from the family grocer? Why can a Sunday breakfast table in an Indian home look like a tour of the world? And why can a retailer with a deceptively simple business model understand Indian consumers better than companies with far larger resources? These questions are more interesting than they first appear because they point to something businesses often forget: consumers don't always behave as logically as market re

Why do intelligent people make simple problems complicated? Sometimes because the problem really is complicated. But sometimes because complexity makes us feel that we are doing serious thinking. That distinction stayed with me while reading Mukesh Sud's Simple Thinking. The book begins with an idea that sounds almost obvious: when we are surrounded by information, opinions and noise, finding a simple way forward can be more useful than adding another layer of complexit

We know how the story ends. That is perhaps the biggest problem with reading about someone like Lionel Messi. We already know the boy from Rosario becomes one of the greatest footballers the world has ever seen. We know about Barcelona. We know the goals, the trophies, the records. We know the heartbreak with Argentina. We know the World Cup finally arrives. We know Paris, and then Miami. We know the images. We know the ending. And when we know the ending, we tend to