In this episode of CoBB, hosts Sharavana Raghavan and Sudeep Chawla strip away the glossy veneer of marketing to reveal the gritty, unstructured reality that marketers live every day. Sudeep, drawing from his extensive experience, offers a candid, behind-the-scenes look at the mental and strategic rigour involved in solving business problems through marketing.
Contrary to the popular perception that marketing is all about making glamorous ads, the conversation explores how true marketing is about navigating ambiguity, unearthing deep consumer insights, and aligning multiple stakeholders — all while facing immense pressure to deliver impact.
KEY THEMES EXPLORED
Defining the Right Problem
Why marketers must go beyond surface-level issues to reframe problems in a way that opens up fertile ground for innovation and business growth.
The Power of ‘Why’ Questions
How structured curiosity helps uncover the root causes behind brand stagnation, category decline, or market shifts.
Conviction Before Communication
Why internal alignment and stakeholder buy-in are just as critical as consumer insight when developing a strategy.
The Communication Brief, Not the Communication
Clarifying a common misconception — marketers create the brief, not the ad. The role is about strategic clarity, not creative execution.
The Pain of Uncertainty
Despite rigorous research and insight mining, marketing is not a perfect science. You can do everything “right” and still fail — and that’s what makes the role so challenging and exciting.
KEY TAKEAWAYS
Marketing Is Business Problem-Solving
It’s not about making ads; it’s about decoding and influencing belief systems that lead to sustainable change in consumer behaviour.
Great Marketers Embrace Ambiguity
If you enjoy solving unstructured problems with no clear answers, marketing might just be your calling.
You’re the Custodian, Not the Creator
Your job is to preserve the integrity of the insight and strategy through the communication process. Not to micromanage creatives.
Success Is Never Guaranteed
Testing, stakeholder alignment, and insight discovery don’t always ensure results, and that’s part of the game.
QUOTES
“Marketing is about solving unstructured, unclear problems in an unscientific environment — with no guarantee of success.”
“Before marketers influence consumers, they must first build their own conviction — and then align the stakeholders who’ll help bring that vision to life.”
“If solving real-world problems with no clear roadmap excites you, marketing mirrors life in the best possible way.”
Don’t miss this episode if you’re a young marketer, aspiring brand builder, or entrepreneur who wants to understand what marketing really demands - beyond the glitz and glamour.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com