Side Projects & Case Studies.
Side quests, ideas, questions, memes and the internet's unpaid anthropology.
Community Builder
I'd spend my week designing rituals · the small repeated thing that turns a group chat into a culture. Receipts on the wall. Names spoken out loud.
The Common Room.
A case study in community-led hospitality.
Rituals and patterns that turn a physical space into a community. Less growth hacking, more cultural observation.
Read the case study →Meme Master
Memes are the fastest qualitative research method we have. I'd run a feed that's 70% jokes, 30% thesis, and read the ratio for what people actually believe.
Café Owner
I started a home bakery once, but it failed in 2024 due to poor marketing. What would I do differently today? Tiny menu. Loud playlist. Regulars who order without a menu. Brand built one cup at a time, in the only place where strangers still talk to strangers.
Dessert Des Vu.
A teardown of the first business I shipped and what it would look like with the brand thinking I have now.
Read case study →Chief Curiosity Officer
A made-up title for the work I already do. Pulling threads, asking the question after the obvious one, writing it down before it disappears.
Tick what you know. The rest is why I have a job.
An honest map of where curiosity becomes paid work, and where it still gets in the way.
Read the paper →Cultural Anthropologist of the Internet
Studying meme cycles, niche-creator economies and how strangers form tribes around in-jokes. Less commentary, more ethnography.
I write a Substack newsletter called Brand Chai.
Weekly-ish field notes on Indian brand culture, behaviour and the strange physics of the internet.
Read Brand Chai →