After 12 years of working with over 500 businesses across India — from government institutions like KMRL and ASAP Kerala to private companies like ESAF Bank, and Popular Hyundai — I noticed a pattern that nobody was talking about openly.
The most successful businesses I worked with weren't the ones who followed the standard advice of "niche down and focus." They were the ones who found their Intersection — a unique combination of skills, industry knowledge, and human insight that made them completely irreplaceable in their market.
And the ones who struggled? Almost always, they were trying to copy what was already working for someone else.
That's why I started The Intersection — my weekly LinkedIn Newsletter on brand strategy and business growth.
What The Intersection Is About
Every week, I share one framework, one case study, or one counterintuitive insight from the frontlines of brand consulting in India. No fluff. No generic advice. Just the kind of thinking that actually moves businesses forward.
The first edition asks a question that makes most CEOs uncomfortable:
"Why do companies spend lakhs on corporate training programs — and see almost no change in performance?"
The answer, in my experience, is almost never about the quality of the training. It is about a fractured brand identity that nobody has bothered to fix.
Who This Is For
The Intersection is written for founders, CEOs, and business leaders who:
- Feel stuck between growth and clarity
- Are tired of generic marketing advice that doesn't apply to Indian business realities
- Want to build a brand that commands premium pricing and attracts the right clients
A Note on the Name
"The Intersection" is not just a newsletter name. It is the core philosophy behind everything I do at BRANDISAM LLP, the brand consulting firm I co-founded.
The most powerful market positions are not built by narrowing your focus into a single niche. They are built at the intersection of two or three disciplines that nobody else has combined the way you have. That is where real competitive advantage lives.
If that idea resonates with you, I'd love for you to follow along.
👉 Subscribe here: https://www.linkedin.com/newsletters/the-intersection-7474307261390241792/
Jeevan Uthaman is a Brand Strategist, Corporate Trainer, and Co-Founder of BRANDISAM LLP, based in Kochi, Kerala. He works with founders and scaling businesses across India on brand clarity, leadership development, and organisational growth. Learn more at jeevanuthaman.com
Frequently Asked Questions
What is 'The Intersection' newsletter about?
'The Intersection' is a weekly LinkedIn newsletter focused on brand strategy and business growth. It provides unique frameworks, case studies, and insights from the author's extensive experience in consulting, specifically tailored for the Indian business context.
Who should subscribe to 'The Intersection' newsletter?
This newsletter is designed for founders, CEOs, and business leaders who feel stuck in their growth journey, are frustrated with generic marketing advice, and aspire to build a strong brand that attracts premium clients.
Why do many corporate training programs fail to improve performance?
In the author's experience, the lack of performance improvement from corporate training programs often stems from a fractured brand identity rather than the quality of the training itself. Addressing the brand’s clarity can lead to more effective outcomes.
What does the term 'Intersection' mean in a business context?
In a business context, 'Intersection' refers to the unique combination of skills, industry knowledge, and human insight that creates a competitive advantage. It's about finding the synergy between different disciplines rather than narrowing focus to just one niche.
How can businesses find their 'Intersection'?
Businesses can find their 'Intersection' by exploring where their unique skills and insights overlap with market needs. This involves introspection and experimenting with different combinations of disciplines to discover a distinctive value proposition.
What can I expect to learn from 'The Intersection' newsletter?
Subscribers can expect to learn actionable insights, innovative frameworks, and real-life case studies that challenge conventional wisdom in branding and marketing, specifically tailored for the Indian market.
Is 'The Intersection' suitable for all types of businesses?
While 'The Intersection' particularly addresses the nuances of Indian businesses, its insights can be valuable to a wide range of companies looking for unique strategies to enhance brand clarity and growth.
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