Work
Work.
What I have built and shipped this year, the client work I led from 2013 to 2019, described as far as I am allowed, and the systems I run, described in full.
№ 00summarystudies22client studies18systems running4figures stated48lines withheld18
This year
My own releases and the work I have done for clients in 2026. Client names are withheld.
The record
Twenty-eight years, four companies founded and two sold. These are client studies from 2013 to 2019, written at the altitude confidentiality allows: the method is on the page and the client's internal language is not.
- № 012013The Times of IndiaSixty thousand organ donors in nine daysOver 60,000 organ-donor sign-ups in nine days, against the roughly 4,500 a year a typical NGO was receivingspecificsconfidentialread the study →
- № 022013Pearl Academy (Creative Arts Education Society), IndiaGiving graduating students one last thing they could do about it218 student portfolios from three campuses, 18,671 organically driven visitors, 11,007 votes and an email database of 12,662 — with no paid promotionspecificsconfidentialread the study →
- № 032014Sony (Sony India), IndiaLetting customers prove the product, when the brand had stopped being believedThree campaigns on one principle — the owner demonstrates the product — and a brand trust ranking that moved from fifth in 2012 to second in 2014specificsconfidentialread the study →
- № 042014Coca-Cola (Coca-Cola India), IndiaMaking an American brand Indian, without pretending it was not AmericanA won pitch: a communications framework built from one finding — that happiness in India is collective rather than individual — and the ecosystem, methodology and measurement model that followed it into executionspecificsconfidentialread the study →
- № 052015Whirlpool (Whirlpool India), IndiaA brand whose online presence was a complaints deskReputation management run as a measured operating discipline — complaints received and closed, month on month — alongside a premium launch that had to sit in the same feedspecificsconfidentialread the study →
- № 062015Snapdeal, IndiaSeventy-four per cent of the complaints were not about the productsA diagnosis that located the reputation problem in after-sales service rather than in communications, and a buyer segmentation built for what each segment could be asked to dospecificsconfidentialread the study →
- № 072015Bill & Melinda Gates Foundation, IndiaA national communications architecture for a foundation's largest country programAudience, narrative, voice, risk and measurement, delivered as one systemwonMay 2015team25frameworks, as one system7audiences mapped11Indians aged 16 to 2477,000,000with an active interest in social good23,000,000who could genuinely move an issue2,300influencers the foundation followed back0 of 38specificsconfidentialread the study →
- № 082016SK-II (Procter & Gamble), Singapore, Greater China, Japan and KoreaAn agency model rebuilt around influence, six weeks before the contract endedA fixed retainer redesigned as a core team plus a variable open layer, with influence-to-commerce as the always-on spine, inside the same feespecificsconfidentialread the study →
- № 092016Pampers (Procter & Gamble), JapanListening to Japanese mothers, with the sample size written downA year-round social insights program that ran: three questions, three methods, a ten-week framework and a stated statistical standardspecificsconfidentialread the study →
- № 102016Pampers (Procter & Gamble), ChinaConnecting influence to sales, for a brand that had never been able toContent to Commerce ran for Pampers in China: earned content converted into targeted programmatic units, measured against sales lift by a third partyspecificsconfidentialread the study →
- № 112016Clear (Unilever), IndiaAnswering a brief with the three questions the client had actually askedAn approach rather than an answer: the client's own three questions played back as the agenda, with a workshop, a filter for emerging technology, and a definition of what would count as successspecificsconfidentialread the study →
- № 122016Malaria No More, IndiaThe counting failure underneath India's malaria failureA health problem re-described as a data problem, with the funding chain tracedcolleagues5malaria deaths, 2013, as reported440as certified5,428as estimated by the ICMR committee40,297as estimated in The Lancet205,000funding per person, one district₹2.5of which survived establishment costs₹1paid to a health worker for a positive slide₹75specificsconfidentialread the study →
- № 132017XynteoA stack is a training schedule that happens to include softwareA digital strategy for the organisation built from seventeen interviews, five guiding principles, and a stack where every tool carried a named owner, a learning resource and a quarter to learn it inspecificsconfidentialread the study →
- № 142017DB SchenkerThe second wave is not the first wave againA culture-change programme designed to run in waves for five years, and the technology stack to carry it — built on the distinction between inventing a future and transmitting onespecificsconfidentialread the study →
- № 152017Xynteo, India 2022Making a cross-sector coalition something a company could actually joinFour impact tracks, each with a founding partner and named pilot projectsimpact tracks4skills, against a goal of500,000,000 peopleenergise, enough for10,000,000 peopleconnectedness, broadband to600,000 villagessanitation, an indoor toilet inevery homefounding partner per track1pilot partners named in the skills track8specificsconfidentialread the study →
- № 162019An Indian conglomerateWhen a company can no longer be believed about its own good worksA commissioned business-led coalition incubating profitable, sustainable projects in energy, food, water and work, publishing a quarterly state of the nationspecificsconfidentialread the study →
- № 172019A global bankMeasuring hate speech in a language the machines could not readA commissioned detection, discovery and classification method for Hindi and Hindi-English code-mixed hate speech, run across the 2019 Indian general electionspecificsconfidentialread the study →
- № 182019Xynteo, Europe DeliversEurope Delivers: reading twenty-nine countries with machines and analysts togetherA 211-page study whose processing never left the reader's browserpublishedApril 2019pages211countries29analyzed in depth7themes4collection window30 daysnumbers reported for sentiment2data sent to a server0specificsconfidentialread the study →
The estate
Systems I built in 2026. Unlike the client work, these are described in full.
- № 192026MarainA real-time attention index fused from many public signalsSix noisy signals, one decision-ready scorepublic signals fused6entities trackednearly 100scores out1refreshedevery few hoursweightingexposedspecificsall publishedread the study →
- № 202026MarainA private AI appliance that runs entirely on hardware you ownOpen models on-device, with nothing leaving the buildingmachines1external API calls0data leaving the device0automations, always on3the estate's private corpuslives herespecificsall publishedread the study →
- № 212026MarainThe Foundry: a machine that turns an idea into a live repositoryFrom a market signal to a repository an agent can build incommands from idea to live repository1stack every project inherits1funded bymespecificsall publishedread the study →
- № 222026MarainAI-assisted deal authoring inside a revenue-operations platformA pasted brief becomes a structured, priced dealinputa pasted briefoutputa structured, priced dealcatalog the model is constrained tothe platform's ownhumans in the loop where money is committed1specificsall publishedread the study →