Ten years, five industries, one mistake repeated every time.
Early on, the work was about running things - ads, affiliate programs, launches, events. The deeper I got, the clearer the pattern became. Brand after brand had already spent serious money on marketing and had little to show for it. Not because the people were bad at their jobs, but because everyone optimised the visible layer - the campaign - while the layer underneath quietly leaked money.
An edtech brand running paid ads optimised for clicks instead of revenue. A crypto brand with an affiliate channel measured on sign-ups that never traded. An SEO strategy chasing traffic that never converted. Each time, the fix wasn't a flashier campaign. It was going back down to the foundation and rebuilding it.
Most agencies sell the harvest. Almost none of them do the tilth - the work that makes the harvest possible.
The two results I come back to most: taking a edtech brand's ad spend from ₹5 lakh to ₹30 lakh a month while growing monthly revenue to ₹1.5 crore - and turning a crypto brand's dead affiliate channel into 5-6% of total trading volume in a year. Both started the same way. Not with a new campaign, but by fixing what was broken underneath.
That's the whole idea behind Tilth. Foundation first. Every channel, every time.