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By:

Divyaa Advaani 

2 November 2024 at 8:58:38 am

Being Liked Is Not Branding

AI Generated Image Think of someone specific you met in the last six months who seemed genuinely interested in connecting further. The conversation was warm. There was energy in it. They said all the right things — let us stay in touch, I would love to explore this further, I will reach out next week. And then they did not. Not because they were rude or dismissive. Not because something went wrong. But because by the time next week arrived, you had simply faded. This is one of the most...

Being Liked Is Not Branding

AI Generated Image Think of someone specific you met in the last six months who seemed genuinely interested in connecting further. The conversation was warm. There was energy in it. They said all the right things — let us stay in touch, I would love to explore this further, I will reach out next week. And then they did not. Not because they were rude or dismissive. Not because something went wrong. But because by the time next week arrived, you had simply faded. This is one of the most quietly expensive things that happens to accomplished founders — and almost none of them know it is happening. Being liked is not the same as being remembered. Being remembered is not the same as being recalled at the right moment. And being recalled at the right moment is the only version of any of this that actually creates business. The gap between a pleasant first impression and a phone call that begins with "I immediately thought of you" is not filled by warmth or competence or even a genuinely great conversation. It is filled by a personal brand strong enough to occupy a specific, distinct place in someone's mind long after the meeting has ended. Here is what most founders are not told. When someone leaves a conversation thinking "what a lovely person" they have given you a compliment. When they leave thinking "she is exactly the person I would call if I ever needed to solve this specific problem for someone I care about" they have given you a business. The difference between those two outcomes is not how much they liked you. It is how clearly they understood what you stand for and who you are for. Most accomplished founders are genuinely likeable. Many are impressive. Very few are specific enough to be recalled at the moment an opportunity arises. They exist in the minds of their network as pleasant, capable, talented — and entirely interchangeable with the other pleasant, capable, talented people those same contacts met last month. That interchangeability is costing you more than you realise. Every time someone in your network encounters an opportunity that should be yours and instead recommends someone else — not because they like that person more, but because that person's name surfaced first and most clearly — your brand has failed at its most fundamental job. The founders who get called first are not always the most qualified. They are the most memorable. Not memorable in the sense of flashy or loud or relentlessly present online. Memorable in the sense that when a specific need arises, a specific face and a specific name and a specific value proposition surface together, clearly and immediately, without the contact having to work to reconstruct who you are and what you do. That kind of memorability is not an accident of personality. It is the result of a personal brand built with enough clarity, consistency and intention that it leaves a distinct impression rather than a pleasant but general one. It is the difference between being someone people enjoyed meeting and being someone people think of when it counts. Think about your own network right now. When an opportunity arises that is perfect for you — do the right people think of you immediately? Or do they think of you eventually, after they have already recommended someone else, and feel a pang of recognition that they should have called you first? If it is the second — your brand is not broken. It is just not specific enough yet. And that is entirely fixable. I work with founders on exactly this — building a personal brand clear and consistent enough that the right people think of them first, not eventually. If you are ready to stop being the person people liked and start being the person they call, book your consultation call with me on this link: 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.)

India’s Dilemma: The Specter of a Three-and-a-Half-Front War

Jan 1, 2025
4 min read

Updated: Jan 2, 2025

In the first of a two-part series, we examine India’s growing security challenges, both internal and external, and the strategic steps needed to navigate these complexities

India’s Dilemma

The world is a powder keg. Unrest in Iran, Iraq, Israel, Syria, and across the Middle East coincides with the protracted war between Russia and Ukraine. These crises ripple across borders, leaving no country untouched. For India, the stakes are particularly high. In Asia, tensions with Bangladesh and Pakistan, coupled with an unresolved standoff with China, exacerbate an already precarious security environment. Adding fuel to the fire, domestic challenges further intensify the risks, raising the alarming possibility of what strategists dub a “three-and-a-half-front war.”


India’s geographical location offers both an advantage and a disadvantage. Strategically positioned as a hub for global logistics, the country is critical to ensuring regional stability. Yet, its proximity to two longstanding adversaries—China and Pakistan—complicates matters. Bangladesh, with its shifting allegiances, has added a new dimension to this calculus. The volatile domestic situation, marked by communal and political unrest, completes the trifecta, with internal challenges forming the “half front” in this ominous scenario.


Indo-China relations have long tested India’s diplomatic mettle. For decades, China has pursued a strategy to keep India on edge, using a mix of psychological and military provocations. Rooted in its desire to avenge the ‘Century of Humiliation,’ China’s worldview is deeply shaped by a need to dominate its regional neighbours.


India’s rapid ascent on the global stage poses a direct challenge to China’s ambitions of regional and global supremacy. Beijing views New Delhi’s rising stature with unease, particularly its growing influence in the Indo-Pacific, its robust infrastructure along contested borders and its leadership in multilateral forums like the Quadrilateral Dialogue (QUAD). The refusal to join initiatives like the Belt and Road Initiative (BRI) and the Regional Comprehensive Economic Partnership (RCEP) has further strained ties.


The 2020 Galwan Valley clash, a tragic flashpoint in Indo-China relations, epitomized China’s aggressive designs. Beijing’s displeasure with India’s border infrastructure development and its closer ties with Western allies has only fuelled its belligerence. Militarily, China holds the upper hand, leveraging its advanced arsenal against India’s aging defence systems. This disparity emboldens Beijing to test India’s resolve repeatedly, creating a perpetual state of tension.


Beyond its direct provocations, China’s deepening ties with South Asia complicate India’s security calculus. Bangladesh, once a trusted ally, now edges closer to Beijing. Economic investments through the Belt and Road Initiative, strategic military partnerships, and increased political engagement hint at a significant shift in Dhaka’s priorities. While India continues to invest in its ties with Bangladesh, the growing influence of China in the region presents challenges that are impossible to ignore.


Since Partition in 1947, India and Pakistan have shared an acrimonious relationship. Pakistan’s grievances, from the creation of Bangladesh to its inability to annex Kashmir, have defined its hostile posture toward India. While India’s economic growth and diplomatic successes have widened the gulf, Pakistan continues to rely on asymmetric warfare through state-sponsored terrorism.


India has responded firmly with cross-LoC strikes and diplomatic efforts like pushing Pakistan onto the FATF grey list. However, Islamabad’s deepening ties with Beijing, including advanced weapon supplies, have strengthened its military, forging a troubling China-Pakistan nexus. This partnership, with potential strategic collaboration in Siachen and Ladakh, poses a serious challenge to India, raising concerns of a coordinated assault from both adversaries.


Bangladesh, once a close ally, now emerges as a wildcard in India’s security landscape. While the two countries share historical ties rooted in India’s role during Bangladesh’s liberation, recent developments suggest a drift. Dhaka’s growing economic partnership with Beijing and its reluctance to fully endorse India’s regional leadership underscore this shift.


China’s significant investments in Bangladesh’s infrastructure, ranging from ports to power plants, mirror its strategy in other South Asian countries. For India, this growing influence represents not just an economic challenge but a strategic one. The possibility of Bangladesh aligning with China in regional disputes adds another layer to India’s external threats.


The Domestic ‘Half Front’

India’s security challenges are compounded by internal issues like communal tensions, political polarization, and insurgencies in Kashmir and the Northeast, which strain resources and create exploitable vulnerabilities. Kashmir remains a flashpoint, with unrest offering Pakistan opportunities to stoke proxies, while Northeast insurgencies require constant vigilance. To counter the threat of a coordinated three-front assault, India must recalibrate its security policy with investments in defence modernization, strong alliances, and diplomatic finesse.


Modernizing the armed forces, with a focus on indigenization and reducing dependence on foreign suppliers, is imperative. Simultaneously, India must strengthen its regional partnerships, leveraging platforms like the QUAD and the Indian Ocean Rim Association to counterbalance China’s influence. Engaging with Bangladesh to rebuild trust and counter Beijing’s narrative will be equally crucial.


A united and resilient nation is less susceptible to external manipulation, ensuring that the ‘half front’ does not become a full-blown crisis. The challenges are formidable, but so too is India’s resolve.


(The author is a retired Indian Naval Aviation Officer and a geo-political analyst.


(In Part Two tomorrow, we focus on Bangladesh’s potential to emerge as a third front in the conflict, explore how India’s domestic situation constitutes a ‘half front’ and examine key remedial measures India must adopt to mitigate the threat)

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