Stop chasing KPIs


This is unpopular advice coming from regular experiences with brands chasing KPIs instead of qualitative metrics and weaving beautiful stories.

I have observed how brands nowadays are trying to reach their numerical goals; however, in that race, somewhere, we forget that each customer we interact with is a unique individual with a very different story.

And AI cannot solve human uniqueness just yet, no matter how solid the product’s personalisation stack is – there are some elements which our attention and creativity can only solve.

A few weeks back, while talking to my brother, I circled back to Airtel’s “Jo tera hai woh mera hai”, which won millions of hearts a decade before. What Airtel got right was the pulse of their TG. They understood millennials’ emotions.

Are you listening to your TG’s stories or just chasing the KPIs?

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