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By:

Divyaa Advaani 

2 November 2024 at 8:58:38 am

Your First Impression Is Delegated

A prospective partner called your office last week. You do not know his name. You were not told he called. The phone rang four times before it was answered, he was asked to repeat himself, and he was promised a callback that arrived two days later as a message with no greeting. He formed an opinion of you in under three minutes. You were not in the room, and you will never know that opinion existed. Most founders believe their personal brand begins when they walk into a meeting. It does not....

Your First Impression Is Delegated

A prospective partner called your office last week. You do not know his name. You were not told he called. The phone rang four times before it was answered, he was asked to repeat himself, and he was promised a callback that arrived two days later as a message with no greeting. He formed an opinion of you in under three minutes. You were not in the room, and you will never know that opinion existed. Most founders believe their personal brand begins when they walk into a meeting. It does not. It begins at the first point of contact, and in any business of real size, that point is almost never the founder. It is the assistant who manages your calendar. The sales executive who sends the first proposal. The person who handles your WhatsApp, the receptionist, the coordinator who confirms the meeting. These people speak for you every day, in your name, using your reputation, and most of them have never been told what that reputation is supposed to feel like. Many are loyal, hardworking and capable. That is not the issue. The issue is that nobody ever showed them what a first impression of this founder should feel like. Here is what a prospective client experiences. They do not separate you from your team. They cannot. To them, the speed of a reply is how seriously you take them. The tone of the first email is the tone of your leadership. A proposal with a spelling error, a late response, a careless "will check and let you know" becomes evidence about the person at the top. If this is how the organisation presents itself while trying to win my business, they reason, this is how it will treat me once I have signed. And they never tell you. They simply go quiet. The deal that stalls after a promising first call. The partner who becomes "busy". The client who chooses a competitor and offers a reason that has nothing to do with the real one. Across a year, that is every enquiry that stalled, every proposal left unanswered, every introduction that never became a meeting. This is a personal brand problem, not a staffing one. A founder can spend years refining how they present in a room and still lose the room before they enter it, because the impression was formed by someone else, in a conversation the founder was never part of and never heard about. The founders who avoid this are not the ones with the most polished staff. They are the ones who have made their brand legible to the people around them. Their team knows how the founder speaks, what the business stands for, what warmth looks like in a reply, how a delay should be explained and how a client should feel in the first thirty seconds. The team is not following a script. They are carrying a standard, because someone took the time to define it. When did you last experience your own business the way a stranger does? Not a test call arranged with your team's knowledge. A real one. Send a first enquiry from a number nobody recognises. Notice how long it takes to be answered, what the tone is, and whether you would want to do business with whoever replied. Then ask yourself honestly whether that person sounds like you, and whether you would be proud to be represented that way. If the answer is uncomfortable, it is worth acting on now. Every week of that experience is a week someone forms a verdict about you without your knowledge. Your personal brand is not only what you say. It is everything said on your behalf. If you have a suspicion about how your business is being experienced before you ever walk in, that suspicion deserves a direct, focused brand consultation, not a casual chat. Book yours here: https://www.calendly.com/divyaaadvaani/founder-brand-audit — Divyaa Advaani, Personal Branding Strategist (The author is a personal branding expert. She has clients from 14+ countries. Views personal.)

Baku, 1901: The Birth of Energy Geopolitics

Mar 15
6 min read

Barrels and Power – PART 1

The ongoing Iran war has unleashed one of the most severe energy shocks in decades. Our five-part series explores decisive moments when turmoil in the energy world changed the trajectory of geopolitics.


The Caspian oil boom at the dawn of the twentieth century first revealed how petroleum could shape markets, empires and revolutions.


Ludvig Nobel
Ludvig Nobel

Long before the Persian Gulf became the centre of modern energy geopolitics, its first great arena emerged in the nineteenth century around Baku, where the oilfields of the Caspian region triggered an industrial boom and a fierce struggle among empires, financiers and oil pioneers.


The ferocious battles fought there over technology, transport routes and market dominance set patterns that would later define the global politics of petroleum.


For a brief moment, Baku in Azerbaijan rivalled any industrial frontier on earth. Oil derricks crowded its skyline, refineries belched smoke into the air and fortunes were made with astonishing speed. By the turn of the twentieth century the region had overtaken Pennsylvania to become the world’s leading source of oil.


Joseph Stalin
Joseph Stalin

Oil had been known in the region for centuries. Travelers spoke of mysterious flames erupting from the earth where natural gas escaped through fissures in rock. The Venetian explorer Marco Polo recorded hearing of springs near Baku that produced oil which, though unsuitable for cooking, burned well and was useful for cleaning the mange of camels.


Yet it was only in the nineteenth century, under the expanding Russian Empire, that Baku’s oil began to acquire global significance. For decades the industry remained small, constrained by a state monopoly. But in the early 1870s the tsarist government dismantled the monopoly and opened the region to private enterprise. What followed was frenzied entrepreneurial activity as hand-dug pits gave way to drilled wells and refineries multiplied.


Baku soon became one of the most dynamic industrial centres in Eurasia. Investors from across Europe rushed to the Caspian frontier, drawn by the promise of vast profits in a mad oil boom that transformed Baku into a cosmopolitan city.


The Nobel Family

Among the figures drawn into Baku’s feverish boom were members of the remarkable Nobel family. The dynasty is best remembered today for the prizes established by Alfred Nobel, but the family’s industrial fortune owed much to oil.


The story began almost by accident in 1873 when Robert Nobel arrived in Baku while searching for walnut wood needed to manufacture rifle stocks for the Russian military. Entrusted with funds for timber purchases, he instead succumbed to the oil fever sweeping the region and used the money to buy a small refinery.


With financial backing from his brother Ludwig Nobel, Robert modernised the refinery and quickly established himself as one of Baku’s most efficient producers. In 1876 shipments of Nobel kerosene reached St. Petersburg, where kerosene lamps were replacing traditional tallow candles and transforming urban lighting.


Ludwig soon joined his brother and brought an industrial vision on a scale comparable to that of John D. Rockefeller. Under his leadership the Nobels built an integrated oil enterprise controlling production, refining and transportation. Ludwig also commissioned the world’s first oil tanker to carry petroleum safely across the often-violent waters of the Caspian.


Other investors followed. Banking houses such as the Rothschilds entered the Baku oil trade, while an ambitious London merchant named Marcus Samuel developed innovative tanker routes to transport kerosene from the Caspian to global markets. Samuel’s ventures would later form the foundation of Royal Dutch Shell, one of the giants of the twentieth-century petroleum industry.


As energy expert and historian Daniel Yergin narrates in his masterwork ‘The Prize’ (1990), by the 1890s Baku had become the centre of a global energy system linking the Russian Empire to markets across Europe and Asia. Palatial mansions rose beside refineries, and the city even acquired one of the world’s grandest opera houses - an unlikely symbol of cultural ambition amid an industrial landscape of derricks and pipelines.


Russian Oil Boom

The rapid expansion of Baku’s oil industry owed much to the policies of Sergei Witte, who served as finance minister of the Russian Empire from 1892 to 1903. A trained mathematician who rose from the ranks of the railway administration,


Under his leadership Russia embarked on a programme of rapid industrialisation, fuelled by foreign investment. The oil sector benefited enormously from this influx of capital.


Yet the transformation also exposed the weaknesses of the Russian state. The empire remained politically brittle, ruled by Nicholas II, whose court was notorious for incompetence and detachment from reality. Industrial expansion brought with it severe social tensions. Workers in the oil fields laboured long hours under harsh conditions, often separated from their families and living in overcrowded settlements.


The growing Russian oil trade soon alarmed Standard Oil in the United States. John D. Rockefeller’s empire, which dominated global kerosene markets, suddenly faced a powerful new competitor exporting cheap Caspian fuel into Asia and Europe. The struggle between American and Russian oil producers became one of the first truly global corporate energy rivalries.


For a time, Russian exporters backed by the Nobel and Rothschild interests appeared capable of breaking Standard Oil’s grip on world markets. Their kerosene moved cheaply across the Caspian and through the Black Sea into Europe and Asia, capturing significant market share in the 1890s. But Standard Oil’s immense refining capacity, global distribution network and aggressive price wars ultimately restored its dominance.


By the early twentieth century the Caucasus had become one of the most volatile regions of the empire. Baku in particular emerged as a centre of revolutionary agitation.


Revolutionary Crucible

Hidden within the labyrinthine streets of Baku’s Tatar quarter was a secret printing operation known as ‘Nina.’ From this underground press flowed thousands of copies of Iskra, the revolutionary newspaper edited by Vladimir Lenin. The oil industry’s distribution network unintentionally helped circulate revolutionary propaganda across the empire.


The city also became a training ground for future Bolshevik leaders. Among them was a young Georgian revolutionary named Joseph Stalin, who worked among oil workers organising strikes and protests. Operating under the alias ‘Koba,’ Stalin masterminded labour agitation against the interests of foreign oil companies.


In 1903 oil workers launched a strike that spread across the empire and helped trigger Russia’s first general strike. Social unrest deepened as ethnic tensions erupted into violence.


The tsarist regime, struggling to contain domestic upheaval, sought distraction in foreign adventure. In 1904 Russia went to war with Japan in a disastrous conflict that exposed the weakness of the imperial state. Military defeats culminated in the destruction of the Russian fleet at the Battle of Tsushima.


The turmoil reached its peak during the Russian Revolution of 1905. Strikes spread throughout Baku, paralysing the oil industry. Ethnic violence erupted between Armenian and Tatar communities, and oil facilities were attacked and burned.


The destruction was catastrophic. Flames from burning derricks and exploding storage tanks filled the sky with smoke. One witness compared the scene to the final days of Pompeii as oil wells were destroyed and production collapsed.


For the first time in modern history, political upheaval had interrupted the global flow of oil. The consequences were felt far beyond the Caucasus. Disruptions in Russian supply allowed Standard Oil to regain markets in Asia that had previously been captured by Russian exporters. Nearly two-thirds of Baku’s wells were destroyed, and exports plunged dramatically.


The events in Baku revealed a profound truth that oil was a strategic resource deeply vulnerable to political upheaval. The pattern of corporate rivalry, foreign investment, labour unrest and geopolitical competition established in the Caucasus would repeat itself throughout the century across oil frontiers from the Middle East to Latin America.


When the Soviet Union collapsed decades later, the Caspian region once again became the focus of global energy competition. Western companies rushed to develop the newly accessible oil reserves of Azerbaijan and neighbouring states, setting off a modern struggle that some commentators described as a new ‘Great Game.’


Baku offered the first glimpse of how fragile the global oil system could be as revolution, strikes and ethnic violence set wells ablaze and abruptly halted production, sending shockwaves through world markets.


As the US-Israel war on Iran threatens shipping lanes in the Persian Gulf, the modern energy system remains vulnerable to the same forces that once convulsed Baku.

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