Something changed in the world of work.

You used to be able to stand out from the crowd by the virtue of your work, your product or your service. 

You could manage to focus on two things, 
the work itself and building great relationships, 
with your clients, customers or your peers.

You could get away by saying, 
“work will speak for itself.”

But something changed.

The attention economy came in and 
set new rules for this world.

On one hand it created access for people and young brands to stand out on merit rather than influential connections or deep pockets for advertising and marketing.

On the other hand, it made it extremely tough to stand out by just your ‘work’.

It’s 2026 and it’s tough out there.

It’s tough in this noise when everyone else is shouting.
It’s tougher when everyone else is shouting ‘me, me, me…’ 
It’s the toughest when your voice has no value for others.

Today, most brands, company or personal, 
have fallen prey to this noise.

In an effort to ‘guarantee’ success, they’ve started to copy and replicate others who’ve already been there and done that. Without considering the consequences of this ‘me too’ methodology.

The answer lies beyond, ‘Been There Done That’.
It lies in, Be There Do That.

What worked for them may not necessarily work for you.
It’s one thing to get inspired, and another to imitate.

The difference between some brands succeeding and many failing is the way they differentiate them from the rest. Doesn’t matter if it’s a personal brand or a company brand.

It’s easy to stand out when there is no one else like you.

If you create your own category you set the rules, not your competitors. It’s time to take control and stand out in this attention deficit world.

The path is simple, yet not easy.
It starts by mining your unique voice and ends with maximizing its value to your audience.

The path is simple enough, just not easy!
If you need help, ask me.


Archit Raj Thapar

Dr Reddy's Foundation

Communications Consultant

1. Developed an enterprise social content management strategy for production, and sharing, leading cross-functional teams, resulting in growth in brand reach.
2. Digitized Employee Rewards and Recognition system through gamification leading to an increase in engagement and satisfaction.
3. initiated digital content sourcing and DAM systems, reducing content management costs and increasing operational efficiency.

Communications Manager

1. Applied strategic sourcing and supplier relationship management for multimedia projects, surpassing cost-saving targets.
2. Integrated generative AI and prompt engineering into creative workflows, reducing design costs and labor hours. 
3. Leveraged Lean project management principles to A/V and creative design projects, delivering target Cost Performance Index (CPI) and milestone schedule adherence.
4. Developed targeted content strategy through user persona analysis and competitive benchmarking, driving a YOY increase in organic follower growth.

Deputy Manager Communications

1. Implemented SEO strategies, including on-page optimization and content marketing, leading to an increase in annual organic traffic and enhancing brand visibility.
2. Wrote and edited blogs, thought leadership articles, and study papers for digital and print media channels, expanding media presence and improving the company’s public image.
3. Led creative direction and design based on user persona analysis, for communications collaterals including AV projects, achieving higher engagement rates across media channels.

Assistant Manager

I use storytelling, design, and strategy to build content that connects.
With a background spanning finance, liberal arts, and five years in communications, I bring structure to creativity. Whether leading digital platforms, designing campaigns, or scripting films, my goal remains the same: to engage people thoughtfully, powerfully, and with purpose.

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Archit Raj Thapar

Abhishek Reddy

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