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By:

Divyaa Advaani 

2 November 2024 at 3:28:38 am

When Growth Confuses Markets

In business, growth is often associated with expansion. As companies evolve, founders naturally begin exploring additional services, new verticals, and complementary offerings that can strengthen revenue and create larger opportunities. From a business standpoint, this progression appears logical. The entrepreneur sees the connection clearly because the new service often emerges directly from existing expertise. However, markets do not always interpret expansion the way founders expect them...

When Growth Confuses Markets

In business, growth is often associated with expansion. As companies evolve, founders naturally begin exploring additional services, new verticals, and complementary offerings that can strengthen revenue and create larger opportunities. From a business standpoint, this progression appears logical. The entrepreneur sees the connection clearly because the new service often emerges directly from existing expertise. However, markets do not always interpret expansion the way founders expect them to. Recently, during a conversation with an entrepreneur, this reality became particularly evident. She explained that despite putting significant effort into growing her business and introducing additional services connected to her current work, she was struggling to attract clients for these newer offerings. What surprised her most was not the lack of effort being made, but the lack of understanding from the market itself. People were becoming uncertain. Existing clients no longer clearly understood what exactly she should now be known for. And in business, the moment perception becomes unclear, trust begins weakening faster than most founders realise. The services were related, the value proposition made sense internally, and from her perspective the transition felt natural. Yet externally, the audience struggled to clearly understand what exactly she now represented. Existing clients knew her for one thing, while her newer positioning was attempting to communicate something broader. This is becoming increasingly common among founders and business owners operating at substantial levels of turnover. At earlier stages of business, growth is often driven by activity. More services, more offerings, and more visibility appear to create momentum. But as businesses scale, particularly beyond the ₹5 crore mark, perception begins playing a far more significant role in determining growth. The challenge is not always capability. Very often, the challenge is clarity. Many entrepreneurs underestimate how quickly confusion weakens trust. Audiences today process information rapidly and make judgments even faster. They do not spend long periods trying to decode a founder’s positioning. The moment the messaging feels inconsistent or overly broad, attention begins to drift elsewhere. This creates a hidden business problem that many founders fail to recognise immediately. The entrepreneur continues investing more effort. More meetings are scheduled, more marketing is executed, more content is created, and more explanations are repeatedly given to the market. Yet despite all this activity, conversions remain inconsistent because the underlying issue has not been addressed. The market does not clearly understand where to place the individual. This is where personal branding becomes a business necessity rather than a visibility exercise. A strong personal brand creates strategic clarity. It allows people to immediately understand not only what an entrepreneur does, but why the additional services make sense within the larger identity of the founder and the business itself. Without this alignment, even valuable offerings begin to feel disconnected. Over time, this confusion creates broader consequences. Opportunities become slower to materialise. Referrals reduce because people struggle to explain the business clearly to others. Premium positioning weakens because clarity is directly connected to authority. In many cases, founders begin questioning their marketing strategies when the actual issue lies in how their positioning is being perceived. This becomes particularly dangerous in today’s environment where visibility is abundant but attention is limited. The founders who continue to grow are rarely the ones trying to communicate everything simultaneously. They are the ones who build a clear identity first and then strategically expand around it. Their audience understands not only what they currently offer, but also why future offerings naturally belong within their ecosystem. This distinction changes everything. Because in business, people rarely buy what confuses them. They buy what they can quickly understand and confidently trust. For founders and business owners who feel they are putting in increasing effort yet still struggling to position newer services effectively, this may be an important moment for reflection. Sometimes the issue is not the quality of the offering, but the clarity of the perception surrounding it. I work with a select group of founders and entrepreneurs to help them identify these positioning gaps, refine how they are perceived in the market, and build personal brands that create stronger authority, trust, and business growth. Those who wish to explore this further may book a complimentary 30-minute Founder Brand Audit here: https://calendly.com/divyaaadvaani/founder-brand-audit In the end, businesses rarely lose only because of weak services. Increasingly, they lose because the market understands someone else faster. In a world overwhelmed by options, clarity is no longer just a branding advantage. It is becoming one of the strongest competitive advantages a founder can build. (The author is a personal branding expert. She has clients from 14+ countries. Views personal.)

Unrest within Mahayuti

Updated: Jan 21, 2025

Mahayuti

Mumbai: The state administration on Sunday stalled the appointments of guardian ministers in Raigad and Nashik districts. Chief Minister Devendra Fadnavis had cleared the appointments before he left for Davos in Switzerland to attend the World Economic Forum on Saturday. They are believed to have been stalled on behest of Deputy Chief Minister Eknath Shinde, who heads the state in absence of the Chief Minister.


NCP’s Aditi Tatkare and BJP’s Girish Mahajan were entrusted with responsibilities of guardian minister for the Raigad and Nashik districts respectively, where Shiv Sena’s Bharat Gogawale and Dada Bhuse had staked claims. Gogawale is a first-time minister while, Bhuse had been the guardian minister of the district during previous government under Eknath Shinde.


Shiv Sena, NCP and BJP all the three constituents of Mahayuti have strong roots in both the districts. However, the Shiv Sena and the NCP had been particularly on loggerheads there. The Shiv Sena, which had been demanding the guardian minister’s post in Nashik district has managed to win only two assembly seats in the district where the NCP has Six and the BJP has Five MLAs. On the contrary, in Raigad the NCP has won only one seat while the Shiv Sena and the BJP both have Three MLAs each in the district.


Sunil Tatkare, MP from Raigad Lok Sabha constituency and the stat unit president of the NCP and father of Aditi Tatkare, had been the guardian minister of Raigad between 2004 and 2014. Gogawale had always been his political opponent before Tatkare joined the Mahayuti government under Ajit Pawar’s leadership in 2023. Gogawale claimed that all the Six Shiv Sena-BJP MLAs in the district had opined in his favour to be the guardian minister of the district and after the decision to appoint Aditi Tatkare was announced, his supporters resorted to violent protests. They burnt tyres in bid to stall traffic on highway in the district. Reacting to the developments, Tatkare said that the issue should be pondered over after CM Fadnavis returns from Davos on Saturday and settled amicably.


In Nashik Girish Mahajan had been the guardian minister of the district between 2014 and 2019 when Fadnavis was the Chief Minister.


The post of guardian minister doesn’t have any constitutional mandate and is considered to be a political appointment. Guardian ministers head the district planning and development councils (DPDC) that control the funds for development works being carried out in the particular district. This control wields much of political power to the minister in that district whereby spreading the party in the district becomes much easier. This is the reason why the grass root politicians seem to be very sensitive to such appointments.


While Gogawale and Bhuse are unhappy about not being appointed as guardian ministers, some others like NCP’s Hasan Mushrif and BJP’s Pankaja Munde are unhappy about not being appointed as guardian district in their home districts of Kolhapur and Beed respectively. DCM Shinde is learnt to have gone to his ancestral village Dare in Satara district after the decision and BJP’s firefighters Chandrashekhar Bawankule and Girish Mahajan are expected to meet him there to try finding a way out of the issue.

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