Marketing Concepts 101

• Why raising your price can increase demand (The Veblen Effect)

• How one purchase triggers a spiral of more purchases (The Diderot Effect)

• Why admitting your flaws makes people trust you more (The Pratfall Effect)

• How brands make you forget why you walked into a store (The Gruen Transfer)

• Why your best marketing is the one you cannot measure (The Dark Funnel)

• The mathematical formula that determines if your product will go viral (Viral Coefficient)

• How the most successful brands do not compete - they invent the game (Category Design)

• And 13 more concepts that will change how you think about every brand decision you make

Each concept is explained through its origin story, real-world examples from brands like Zerodha, boAt, Amul, D-Mart, Paperboat and Razorpay, a memorable analogy, and practical takeaways you can apply immediately.

Written for Indian founders, marketers, and anyone who wants to understand why people really buy - not what the textbooks say, but what actually works.

Once you know these concepts, you will see them everywhere. In every ad. Every app. Every brand.