<?xml version="1.0" encoding="utf-8"?><feed xmlns="http://www.w3.org/2005/Atom" ><generator uri="https://jekyllrb.com/" version="4.4.1">Jekyll</generator><link href="https://brajeshwar.com/feed.xml" rel="self" type="application/atom+xml" /><link href="https://brajeshwar.com/" rel="alternate" type="text/html" /><updated>2026-04-09T00:30:27+00:00</updated><id>https://brajeshwar.com/feed.xml</id><title type="html">Brajeshwar</title><subtitle>I’m on an adventure to create beautiful, meaningful products that improve the world for my daughters and their friends.</subtitle><entry><title type="html">BODD - Digital Doppelgänger for your AI</title><link href="https://brajeshwar.com/2026/bodd/" rel="alternate" type="text/html" title="BODD - Digital Doppelgänger for your AI" /><published>2026-03-03T00:00:00+00:00</published><updated>2026-03-03T00:00:00+00:00</updated><id>https://brajeshwar.com/2026/bodd</id><content type="html" xml:base="https://brajeshwar.com/2026/bodd/"><![CDATA[<p>Today, we are co-living with some form of Artificial Intelligence (AI), and we cannot ignore this digital realm anymore.</p>

<p>We need an easier, simpler, yet secure way to manifest our avatar in the scary yet exciting and inevitable world of AI-Internet. Everyone is going to become “intelligent”, monotonously similar, and erroneously generic.</p>

<p>You do not need to stand out or be unique; you need to be you.</p>

<p>We should be able to spawn personas and avatars that reflect the context of the digital realms we want to be part of. Of course, you are likely to use an AI tool as your companion, either from a third-party provider or as part of your Operating System.</p>

<ul>
  <li>Applying for a job where you are focused more on your skills that are relevant to that job, and highlighting key areas where you have had success, rather than just listing everything that you have ever done.</li>
  <li>Playing a new game, and you want to be that gamer avatar, where you are the master of planning and strategy. The AI remembers your particular persona and contexts to help you play more meaningfully.</li>
</ul>

<p><a href="https://github.com/oinam/bodd">BODD</a> is an attempt to be a portable context layer that’s tool-agnostic, human-readable, version-controllable, and parsable by any AI tool that accepts system prompts or context files.</p>

<p>Tools such as ChatGPT, Claude, Gemini, Grok, and others work better if they know and have a better memory of you. However, we still do not want to reveal everything either.</p>

<p>The tools are getting better, and better ones will come along to replace the current ones. BODD helps you separate and maintain your memory and context across tools.</p>

<p>A very early stage in maintaining context data and serving as your Digital Doppelgänger(s) in <a href="/2022/plain-text/">Plain-Text</a> (Markdown). Plain enough for a human to read, and format common for AI to interpret and consume in their own ways.</p>

<p>› <a href="https://github.com/oinam/bodd">Check out, play, tinker with, and extend the BODD template.</a> Suggestions, ideas, pull requests, and anything else are welcome.</p>]]></content><author><name></name></author><summary type="html"><![CDATA[Today, we are co-living with some form of Artificial Intelligence (AI), and we cannot ignore this digital realm anymore.]]></summary></entry><entry><title type="html">Boring Wins: Stop Trying to Be Interesting</title><link href="https://brajeshwar.com/2026/boring-wins-stop-trying-to-be-interesting/" rel="alternate" type="text/html" title="Boring Wins: Stop Trying to Be Interesting" /><published>2026-02-27T00:00:00+00:00</published><updated>2026-02-27T00:00:00+00:00</updated><id>https://brajeshwar.com/2026/boring-wins-stop-trying-to-be-interesting</id><content type="html" xml:base="https://brajeshwar.com/2026/boring-wins-stop-trying-to-be-interesting/"><![CDATA[<p>I’ve been obsessed with studying how enterprises actually hold onto accounts. Not just win them. Hold them, grow them, make them impossible to remove.</p>

<p>It is never the suave dinner, the Mediterranean resort offsite, or the <a href="https://www.zuora.com/resource/best-sales-deck-ever/">Zuora-esque storytelling deck</a> that the sales team rehearsed for three weeks. Sales gets you in the door. But the companies that own accounts for a decade? They didn’t do it by being interesting. They did it by being reliably, boringly, impossible to argue against.</p>

<p><a href="https://www.servicenow.com">ServiceNow</a> is the clearest example I keep coming back to. IT workflow is not a glamorous category. Nobody writes breathless blog posts about enterprise ticketing systems. But look at how ServiceNow expanded inside accounts and it had almost nothing to do with sales motion.</p>

<p>IT deployed it. IT had no problems with it. So HR asked to use it. Then legal. Then facilities. Each team adopted it because the previous team never complained about it. By the time procurement reviewed the expanded contract, the decision had already been made three floors up, with no sales rep in the room.</p>

<p>That’s a compounding loop most GTM teams never build intentionally.</p>

<p><a href="https://www.salesforce.com">Salesforce</a> did a version of this too. The pitch in the early 2000s was “no software,” and that got them in the door. But that’s not why they still own those accounts twenty years later. Quarterly releases that came on schedule. Honest status pages. Support that enterprise IT teams could actually work with. They became the system the forecast ran through, the comp plans referenced. They stayed dominant because they stopped surprising people in bad ways.</p>

<p><a href="https://www.microsoft.com/">Microsoft</a> didn’t try to out-engineer <a href="https://aws.amazon.com">AWS</a> in the cloud. What <a href="https://azure.microsoft.com/">Azure</a> offered was familiarity. If you were already running Windows servers and Office 365, it was the path of least resistance. Not the most capable option. The least risky one. For large enterprises with procurement committees and risk reviews, those are not the same thing.</p>

<p>None of these companies won long-term by being the most interesting option. They won by becoming the option no one in the account wanted to argue against.</p>

<blockquote>
  <p>“Nobody Ever Got Fired for Buying IBM.”</p>
</blockquote>

<p>In enterprise sales, your champion is constantly defending the decision to buy from you. Every renewal, every expansion, every time something goes slightly wrong, they’re the one standing in front of the room. The more predictable your execution, the easier their job is. And the easier their job is, the more they go to bat for you.</p>

<p>Reliability compounds in ways that features don’t. A feature can be copied. A three-year track record of doing what you said you would do is very hard to replicate quickly.</p>

<p>Most teams pour energy into the new logo: the pitch, the demo, the close. That matters. But the GTM motion that actually builds a business is what happens in the twelve months after the contract is signed.</p>

<p>How many of your customers, right now, could tell a clear story about why staying with you is an easy decision? Not why you’re great. Why switching isn’t worth it.</p>]]></content><author><name></name></author><summary type="html"><![CDATA[I’ve been obsessed with studying how enterprises actually hold onto accounts. Not just win them. Hold them, grow them, make them impossible to remove.]]></summary></entry><entry><title type="html">Pitch Deck: Keep It Simple, Stupid</title><link href="https://brajeshwar.com/2026/pitch-deck-keep-it-simple-stupid/" rel="alternate" type="text/html" title="Pitch Deck: Keep It Simple, Stupid" /><published>2026-02-16T00:00:00+00:00</published><updated>2026-02-16T00:00:00+00:00</updated><id>https://brajeshwar.com/2026/pitch-deck-keep-it-simple-stupid</id><content type="html" xml:base="https://brajeshwar.com/2026/pitch-deck-keep-it-simple-stupid/"><![CDATA[<blockquote>
  <p>Innovate the Business, Technology, Culture; Not with the Pitch Deck.</p>
</blockquote>

<p>Every investor you will ever pitch has read thousands of decks. They have seen every unconventional layout, every clever font choice, every founder who decided the standard format was beneath them. They have passed on nearly all of those decks.</p>

<p>The uncomfortable truth is that your pitch deck is not the product. It is a signal, not of creativity, but of judgment. Investors read decks with muscle memory. The moment your format breaks that rhythm, you are no longer being evaluated on your idea. You are being evaluated on your judgment.</p>

<p class="aside right">Breaking the format is, almost always, poor judgment. It works at about 1% or less.</p>

<p>Stick to the <a href="https://sequoiacap.com/article/writing-a-business-plan/">Sequoia Capital</a> or <a href="https://www.ycombinator.com/library/2u-how-to-build-your-seed-round-pitch-deck">Y Combinator</a> format. Both have been refined through thousands of deals. Both reflect the cognitive map most professional investors carry into every meeting. They differ slightly in emphasis, but the logic is the same: problem, solution, market, traction, team, ask. In that order, with nothing extraneous.</p>

<p>A top-tier investor will spend, on average, three to four minutes with a cold deck. In those minutes they are running a rapid pattern-matching exercise against every deal they have ever seen. When your deck uses a non-standard format, it derails that rhythm. Their brain spends cognitive energy figuring out where to look rather than evaluating what you are saying. You have introduced friction at the worst possible moment.</p>

<p>Two frameworks have become the de facto standard for early-stage pitch decks. They differ slightly in emphasis, but both reflect decades of pattern recognition about what investors need to see.</p>

<h2 id="sequoia-capital">Sequoia Capital</h2>

<p><a href="https://sequoiacap.com/article/writing-a-business-plan/">Sequoia’s framework</a> is organized around the narrative logic of a great business. It moves from context to solution to market to traction to ask in a clean, logical arc that mirrors how an investor builds conviction.</p>

<ul>
  <li><strong>Company Purpose:</strong> One sentence. What do you do?</li>
  <li><strong>Problem:</strong> The pain you are solving and who feels it.</li>
  <li><strong>Solution:</strong> Your product and why it works.</li>
  <li><strong>Why Now:</strong> The timing insight that makes this the right moment.</li>
  <li><strong>Market Size:</strong> TAM, SAM, SOM. Show you understand the opportunity.</li>
  <li><strong>Competition:</strong> The landscape and your defensible position.</li>
  <li><strong>Product:</strong> Screenshots, demos, the actual thing.</li>
  <li><strong>Business Model:</strong> How you make money.</li>
  <li><strong>Traction:</strong> Metrics, growth, proof of demand.</li>
  <li><strong>Team:</strong> Why are you the ones to build this?</li>
  <li><strong>Financials &amp; The Ask:</strong> Use of proceeds and what you need.</li>
</ul>

<h2 id="y-combinator">Y Combinator</h2>

<p><a href="https://www.ycombinator.com/library/2u-how-to-build-your-seed-round-pitch-deck">Y Combinator’s approach</a> is even more ruthlessly minimal. Shaped by thousands of application reviews and Demo Day presentations, it strips the deck to its bare essentials. The underlying philosophy: if you cannot explain your business clearly on ten slides, you do not understand your business clearly enough.</p>

<ul>
  <li><strong>Company:</strong> Name, tagline, and a single-sentence description.</li>
  <li><strong>Problem:</strong> The specific, felt pain of a real customer.</li>
  <li><strong>Solution:</strong> Simple, direct, visual if possible.</li>
  <li><strong>Traction:</strong> The most important slide. What have you proven?</li>
  <li><strong>Unique Insight:</strong> What do you know that others do not?</li>
  <li><strong>Market Size:</strong> Bottom-up thinking is more credible than top-down.</li>
  <li><strong>Business Model:</strong> Simple, clear revenue logic.</li>
  <li><strong>Team:</strong> Relevant experience, co-founder relationships, why you.</li>
  <li><strong>The Ask:</strong> Round size, use of funds, what you will achieve.</li>
</ul>

<h2 id="keep-it-simple-stupid">Keep it Simple, Stupid</h2>

<p>Simple does not mean sloppy. It means every word, every slide, every design choice serves one purpose: clarity. One idea per slide. Data over adjectives: “3x YoY growth,” not “explosive growth.” Clean, readable fonts. Make your traction slide the visual centerpiece. If a slide does not answer one of the core investor questions, it does not belong.</p>

<p>One thing founders consistently get wrong: leaving out the uncomfortable slides. If you skip the competitive landscape, the investor does not assume you have no competition. They assume you are naive about it. Always be the one to address the hard questions before they can ask them.</p>

<p>The decks that get meetings are not the ones with custom animations or unusual structures. They are the ones where the investor finishes the last slide and immediately thinks, “I need to meet this team.”</p>

<p>Try asking this before you send it: can a sharp investor, with no prior knowledge of your company, read this in four minutes and clearly explain your problem, solution, market, traction, team, and ask? If the answer is no, keep cutting.</p>

<p>Innovate the business. Not the deck.</p>]]></content><author><name></name></author><summary type="html"><![CDATA[Innovate the Business, Technology, Culture; Not with the Pitch Deck.]]></summary></entry><entry><title type="html">When Execution Is Cheap, Judgment Becomes Scarce</title><link href="https://brajeshwar.com/2026/when-execution-is-cheap-judgment-becomes-scarce/" rel="alternate" type="text/html" title="When Execution Is Cheap, Judgment Becomes Scarce" /><published>2026-02-12T00:00:00+00:00</published><updated>2026-02-12T00:00:00+00:00</updated><id>https://brajeshwar.com/2026/when-execution-is-cheap-judgment-becomes-scarce</id><content type="html" xml:base="https://brajeshwar.com/2026/when-execution-is-cheap-judgment-becomes-scarce/"><![CDATA[<p>When <a href="https://stripe.com">Stripe</a> was still small, the Collison brothers decided to focus on a handful of their Startup cohort at <a href="https://www.ycombinator.com">Y Combinator</a>. They had interest from hundreds of potential customers but chose depth over breadth.</p>

<p class="aside right">A little-known practice at Stripe. Engineers were asked to sit in on failed sales calls and watch screen recordings of developers abandoning integrations. Docs were rewritten based on drop-off moments, not feature completeness. This is why Stripe’s docs read like a tutorial written by someone watching over your shoulder.</p>

<p>The brothers spent time understanding how those specific companies built products, what their developers cared about, and whether Stripe’s approach to payments would actually matter to them. Judgment first. Systems later.</p>

<h2 id="the-execution-surplus">The Execution Surplus</h2>

<p>We’re living through an odd moment. The tools to execute have become remarkably accessible. Research that took days now takes minutes. Decks generate themselves. Forecasts, content briefs, and competitive analyses flow faster than we can use them.</p>

<p>The bottleneck has moved.</p>

<p>A decade ago, a decent GTM operator won by outworking competitors. More calls, more content, more meetings. Effort was the limiting factor. Today, every team has access to the same execution leverage. <a href="https://en.wikipedia.org/wiki/Artificial_intelligence">AI</a> writes the emails, automation books the meetings, and analytics surfaces the signals.</p>

<p>The hard work now lies in deciding which emails matter, which meetings to take, and which signals to ignore.</p>

<h2 id="judgment-scales-differently">Judgment Scales Differently</h2>

<p>Execution scales with tools. Judgment scales with context, experience, and accountability.</p>

<p>A junior rep can send personalised outreach to 900 accounts in an afternoon. The tooling exists. Knowing which 42 accounts are actually reachable, which 13 have budget timing that aligns, and which 7 deserve the founder’s time. That knowledge comes from closing deals, losing deals, and learning which patterns repeat.</p>

<p>In enterprise GTM, this gap widens daily. Execution becomes abundant. Judgment becomes scarce.</p>

<h2 id="what-judgment-actually-looks-like">What Judgment Actually Looks Like</h2>

<p>When <a href="https://www.salesforce.com">Salesforce</a> was expanding beyond its initial SMB success into enterprise accounts, <a href="https://en.wikipedia.org/wiki/Marc_Benioff">Marc Benioff</a> started flying to meet with individual CIOs at large enterprises, spending days on single accounts that hadn’t committed to anything. The execution machine was working. Benioff read something different.</p>

<p class="aside right">Salesforce’s flagship conference, Dreamforce, is often framed as a celebration of customer love. Internally, Dreamforce was optimised first for partner dominance.</p>

<p>Enterprise required a different motion entirely. He studied political landscapes, understood <a href="https://en.wikipedia.org/wiki/Procurement">procurement cycles</a>, and built relationships that would take years to convert. Recognising when the playbook needs to change, even while the current one works, is what separated Salesforce from competitors who kept applying an SMB playbook at larger companies.</p>

<p>You see the same thing in smaller decisions. A VP of Sales kills pursuit of a logo everyone wants because the buying committee lacks real authority. A founder delays a launch because the market narrative isn’t ready, even though the feature works. A marketing leader kills a campaign with strong engagement because the personas don’t match who actually buys. These decisions create discomfort because they involve saying no to things that look productive. They require believing that constraint creates more value than volume, and that activity and progress are not the same thing.</p>

<h2 id="the-questions-that-matter">The Questions That Matter</h2>

<p>When execution becomes cheap, the valuable questions change. It stops being “Can we do this?” and starts being “Should we do this now?” The question isn’t how to reach more accounts but which accounts are worth the friction. Data stops being the answer and starts being one input among several, because the harder question is what the data doesn’t say.</p>

<p>These questions require someone to own the outcome, to have skin in the game, to accept that choosing one path means closing others. You can’t automate that.</p>

<h2 id="where-judgment-fails">Where Judgment Fails</h2>

<p>Two failure modes come up repeatedly.</p>

<p><strong>Analysis paralysis.</strong> Teams that treat every decision like it needs a framework, a model, a consensus process. They value judgment but make the act of judging so heavy that nothing moves. Good judgment means making calls with incomplete information and adjusting as you learn.</p>

<p><strong>Abdication.</strong> Teams that delegate judgment to systems. “The model says we should focus here.” “The playbook says we do this next.” Models and playbooks are tools for execution. They don’t substitute for thinking.</p>

<p><a href="https://www.figma.com">Figma</a>’s enterprise expansion shows this. They had data showing demand across dozens of verticals. <a href="https://en.wikipedia.org/wiki/Dylan_Field">Dylan Field</a> and the team focused on design and product teams first, saying no to marketing teams, engineering teams, and other buyers who wanted in. The data would have supported broader execution. The judgment was to stay narrow until they truly understood one motion.</p>

<h2 id="building-judgment-capacity">Building Judgment Capacity</h2>

<p>You can’t scale judgment the way you scale execution, but you can build it.</p>

<p><a href="https://www.atlassian.com">Atlassian</a> built their enterprise GTM motion by letting individual contributors and small teams buy and deploy their tools without sales involvement. Every other enterprise SaaS company was building outbound teams and going top-down.</p>

<p class="aside right">Atlassian’s “No Sales Team” story is famous. What’s less known is how close it came to breaking. In early enterprise pilots, Atlassian noticed deals stalling not because buyers disliked the product, but because procurement departments didn’t trust a company that wouldn’t negotiate.</p>

<p>The Atlassian founders believed that watching thousands of organic buying decisions would build better judgment than optimising a traditional sales playbook. They were right. By the time they built an enterprise sales team, they had years of pattern recognition about how software spread inside companies.</p>

<p>The best GTM leaders I know create space for their teams to make real decisions rather than just follow processes, because a rep who has only ever run a script will never develop the judgment to know when to break it. They reward good calls alongside good outcomes, since the right decision still loses sometimes. They make their own thinking visible after a tough call, explaining how they weighed the options. None of this is fast. But it compounds in ways that deploying a new tool never does.</p>

<h2 id="the-advantage">The Advantage</h2>

<p><a href="https://www.snowflake.com">Snowflake</a>’s early GTM shows what this looks like in practice. They entered a market with entrenched players: Oracle, AWS, traditional <a href="https://en.wikipedia.org/wiki/Data_warehouse">data warehouses</a>. Every competitor had more resources, more salespeople, more marketing budget. Snowflake couldn’t outspend them on execution.</p>

<p class="aside right">Snowflake rejected standard ICP thinking. Instead of “data leaders” or “CIOs,” they built an internal persona called “The Skeptic.”</p>

<p><a href="https://en.wikipedia.org/wiki/Frank_Slootman">Frank Slootman</a> and the team made precise judgments about where to compete. They focused on data teams at cloud-native companies who were frustrated with existing solutions. That precision meant teams stopped chasing every opportunity and moved faster on the ones that mattered. Competitors could copy Snowflake’s architecture. They couldn’t copy hundreds of well-made decisions about which customers to serve and how.</p>

<h2 id="what-this-means-for-enterprise-gtm">What This Means for Enterprise GTM</h2>

<p>Enterprise buyers are drowning in outreach. Everyone has the tools to reach them, the data to personalise, and the automation to follow up.</p>

<p>They respond to precision. Knowing what they actually need. Showing up at the right time with the right message for the right stakeholder. Because someone made a call.</p>

<p>As execution continues to get cheaper, judgment will continue to get more expensive. The gap between teams that understand this and teams still optimising for output will widen.</p>

<p>The question is whether you can decide what’s worth executing in the first place. That’s where the work is now.</p>]]></content><author><name></name></author><summary type="html"><![CDATA[When Stripe was still small, the Collison brothers decided to focus on a handful of their Startup cohort at Y Combinator. They had interest from hundreds of potential customers but chose depth over breadth.]]></summary></entry><entry><title type="html">The Conductor’s Model for Enterprise Go-To-Market</title><link href="https://brajeshwar.com/2026/conductor-model-enterprise-go-to-market/" rel="alternate" type="text/html" title="The Conductor’s Model for Enterprise Go-To-Market" /><published>2026-02-09T00:00:00+00:00</published><updated>2026-02-09T00:00:00+00:00</updated><id>https://brajeshwar.com/2026/conductor-model-enterprise-go-to-market</id><content type="html" xml:base="https://brajeshwar.com/2026/conductor-model-enterprise-go-to-market/"><![CDATA[<p><a href="https://en.wikipedia.org/wiki/Go-to-market_strategy">Go-to-Market</a> (GTM) mishaps are often coordination failures rather than execution failures. Every smart person on the team is working at their best; marketing is busy, sales is active, and product is shipping. The gong gets hit. And yet, when things settle, and the hard questions get asked, the results rarely match the noise.</p>

<p class="aside right">Enterprise GTM is more like an orchestra. Many instruments. Different tempos. High cost of mistakes. Someone has to decide what plays when. Someone has to stop the noise.</p>

<p>Effort has never been the problem. Coordinated orchestration is what’s usually missing.</p>

<p>Imagine a <a href="https://en.wikipedia.org/wiki/Conducting">Conductor</a> of an orchestra that generally knows what every specialist musician is playing and will play.</p>

<h2 id="when-execution-gets-cheap-judgment-gets-expensive">When Execution Gets Cheap, Judgment Gets Expensive</h2>

<p>It has never been easier to produce output. Research, content, analysis, follow-ups, forecasts: pretty much all of it flows faster than teams can use it.</p>

<p>What remains hard are decisions. Which account actually matters? Which conversation should happen now, and which stakeholder should be kept out of the room a little longer? Which initiative should be paused, even when it looks promising? Which paying customer is quietly draining more energy than they return? These decisions slow teams down because they require context, taste, and accountability. No system makes them for you. At best, systems amplify the quality of the call already made. In enterprise GTM, judgment is the bottleneck.</p>

<h2 id="orchestration-over-optimization">Orchestration over Optimization</h2>

<p>Most GTM teams try to optimize locally: better messaging, better demos, better funnels. Enterprises, though, respond more to coherence, consistency, and predictability.</p>

<p>When sales push before risk is addressed, deals slow. When marketing frames value before procurement is ready, credibility drops. When product promises land before legal alignment, trust suffers.</p>

<p>Orchestration is about order. What goes first, what should wait, which ones should stay quiet? I have seen experienced operators who know when to accelerate and when to hold. Inexperienced ones are all over the place, confusing speed with progress.</p>

<p>Interest precedes evaluation. Evaluation precedes risk review. Risk review precedes procurement. Procurement precedes signature.</p>

<h2 id="owning-the-distribution-channels">Owning the Distribution Channels</h2>

<p>Most enterprise buying is, by default, a result of inheritance. They adopt the tools and services that worked through existing vendors, internal champions, and relationships built long before a sales call. This is why large platforms can launch new offerings with little marketing and still win.</p>

<p class="aside left">One of the big learnings during my tenure at <a href="https://www.razorfish.com">Razorfish</a> was, “Who owns the Distribution Channels?” Hence, what are the budgets for time, money, and teams’ effort across Owned, Earned, and Paid Channels?</p>

<p>For everyone else, GTM is about proximity to trusted paths. Fewer channels, fewer messages, fewer promises, but more proof, more trust, more intention. The focus is on accessing and empathizing with your customers for their customers.</p>

<h2 id="precision-and-seriousness-signaling">Precision and Seriousness Signaling</h2>

<p>In enterprise settings, tone matters more than polish. They notice how measured your claims are, how you react when something breaks, how you treat your competitors, and whether you say NO or just say “Yes” to everything.</p>

<p>They are trying to reduce perceived risk. This is why some of the most boring solutions get adopted first. They are safe, and their effects compound over time.</p>

<h2 id="human-in-the-loop">Human in the Loop</h2>

<p>I learned the hard way that enterprises are a lot more personal than the typical consumer. Someone with authority stands behind the work. Someone is accountable when things go wrong. It affects their next promotion, their credibility in the next board meeting, and the stories they tell at home.</p>

<p>As organisations grow, responsibility gets distributed. It never goes away. Enterprise GTM always has a human core. Be the human in all the machinery around you: AI, automation, workflows, whatever.</p>

<h2 id="do-the-extra-work-but-be-quiet">Do the Extra Work but Be Quiet</h2>

<p>One of the most important works in enterprise GTM rarely shows up in reports. It happens in pre-meetings, alignment calls, early emails, and the casual settings at the Golf Courses. Do the extracurricular work, do the homework, and <a href="/2026/sprezzatura/">make it look effortless</a> when the meetings happen.</p>

<p><img src="/static/2026/conductor-baton.png" alt="A Conductor’s Baton" /></p>

<h2 id="the-conductors-role">The Conductor’s Role</h2>

<p>The conductor does not play every instrument. They listen more than they speak, intervene sparingly, and control tempo without touching a single key. In enterprise GTM, that restraint is the advantage.</p>

<p>Enterprise GTM has become louder and faster. The ones winning are quieter and more deliberate: sequencing carefully, respecting risk, managing distribution. The best founders and GTM leaders I’ve seen up close don’t hustle harder. They conduct.</p>]]></content><author><name></name></author><summary type="html"><![CDATA[Go-to-Market (GTM) mishaps are often coordination failures rather than execution failures. Every smart person on the team is working at their best; marketing is busy, sales is active, and product is shipping. The gong gets hit. And yet, when things settle, and the hard questions get asked, the results rarely match the noise.]]></summary></entry><entry><title type="html">Glue Work in Software Product Design and Development</title><link href="https://brajeshwar.com/2026/glue-work-software-product-design-development/" rel="alternate" type="text/html" title="Glue Work in Software Product Design and Development" /><published>2026-02-05T00:00:00+00:00</published><updated>2026-02-05T00:00:00+00:00</updated><id>https://brajeshwar.com/2026/glue-work-software-product-design-development</id><content type="html" xml:base="https://brajeshwar.com/2026/glue-work-software-product-design-development/"><![CDATA[<p>You know how things work, understand customers better than most people on the team, see where the product is headed, and you are called in to calm the never-ending designer-developer feud over how things should be.</p>

<blockquote>
  <p>Well, you might just be “The Glue.”</p>
</blockquote>

<p>Glue Work is the connective tissue of product development, that invisible work of filling gaps that no one else wants to touch. While high-level strategy and feature engineering get the accolades, glue work is often where the real battle for a product’s success is won or lost.</p>
<h2 id="this-is-the-way">This is the Way</h2>

<p>Being glue means handling the tasks that don’t get rewarded or praised during appraisals. They are:</p>

<ul>
  <li><strong>Documentation.</strong> Writing the specs that ensure the engineers and designers are actually building the same thing.</li>
  <li><strong>Communication.</strong> Mediating between a technical limitation and a business requirement.</li>
  <li><strong>Onboarding.</strong> Helping a new hire understand the messy history of a legacy codebase so they can be productive.</li>
  <li><strong>Process Improvement.</strong> Fixing the broken feedback loop that has been slowing the team down for months.</li>
</ul>

<h2 id="unforgiven">Unforgiven</h2>

<p>The paradox of being glue is that when you do it well, you are invisible. If the project runs smoothly, people assume it was just a “good project.” But if you stop doing the glue work, the project’s velocity stalls, bugs increase, and morale dips.</p>

<p>It is often unrewarding because traditional performance metrics such as tickets closed, lines of code written, or designs delivered rarely capture the value of “making everyone else 20% more effective.” In many organizations, being the person who “just makes things work” can lead to being passed over for promotions in favor of those who shipped visible features.</p>

<h2 id="the-lives-of-others">The Lives of Others</h2>

<p>In a world obsessed with “10x Engineers” and “Visionary Designers,” being “The Glue” is decidedly unsexy. It involves more listening than talking and more organizing than creating. It requires high emotional intelligence and a willingness to put the team‘s output above personal ego.</p>

<p>Without someone willing to be the glue, projects suffer from functional silos. You end up with a technically perfect feature that solves the wrong problem, or a beautiful design that is impossible to build.</p>]]></content><author><name></name></author><summary type="html"><![CDATA[You know how things work, understand customers better than most people on the team, see where the product is headed, and you are called in to calm the never-ending designer-developer feud over how things should be.]]></summary></entry><entry><title type="html">Yak Shaving</title><link href="https://brajeshwar.com/2026/yak-shaving/" rel="alternate" type="text/html" title="Yak Shaving" /><published>2026-02-02T00:00:00+00:00</published><updated>2026-02-02T00:00:00+00:00</updated><id>https://brajeshwar.com/2026/yak-shaving</id><content type="html" xml:base="https://brajeshwar.com/2026/yak-shaving/"><![CDATA[<p><em>Or, how you sat down to send one email and ended up reinstalling your operating system.</em></p>

<p>There are two kinds of productive days: (i) the day you finish what you planned, or (ii) the day you accidentally “Shave a Yak.”</p>

<p>Most of us live in the second one.</p>

<p>Well, that would be Yak Shaving. It is the noble art of doing seventeen unrelated things so that you can eventually do the one thing you actually wanted to do.</p>

<p>Yak Shaving is the practice of performing a long chain of seemingly irrelevant or trivial tasks that are logically required before you can complete your original task. Many times, it is procrastination, but quite often it is a “productive distraction” with a straight face. I may be genuinely working, but just not on the thing I’m supposed to.</p>

<p><img class="large" src="/static/2026/yak-shaving-cow-girl.webp" alt="Yak Shaving" loading="lazy" /></p>

<h2 id="blame-mit-and-a-cartoon-yak">Blame MIT and a Cartoon Yak</h2>

<p>The <a href="https://projects.csail.mit.edu/gsb/old-archive/gsb-archive/gsb2000-02-11.html">phrase was coined</a> in the 1990s by Carlin J. Vieri, a PhD student at <a href="https://mit.edu">MIT</a>. He borrowed the absurd imagery from a 1991 episode of <a href="https://en.wikipedia.org/wiki/The_Ren_%26_Stimpy_Show">The Ren &amp; Stimpy Show</a>, which referenced a fictional “Yak Shaving Day.” <a href="https://archive.ph/72MGr">Archive</a></p>

<p>Engineers, being engineers, looked at this nonsense and said, “Yes! That perfectly describes our lives.”</p>

<p>Thus, a ridiculous cartoon Yak became immortalized in developer folklore, marking the chasm of civilization, right there.</p>

<h2 id="actually-not-bad">Actually Not Bad</h2>

<p>But to be fair, occasionally, Shaving the Yak prevents future Yak herds.</p>

<ul>
  <li>Cleaning brittle build systems.</li>
  <li>Automating repetitive steps.</li>
  <li>Updating neglected infrastructure.</li>
  <li>Fixing long-standing annoyances.</li>
</ul>

<p>Strategic Yak Shaving would be called maintenance. Accidental Yak Shaving would then be “Tuesday.” The difference is intent and boundaries, the two things we humans are famously bad at enforcing.</p>

<h2 id="contain-the-yak">Contain the Yak</h2>

<p>Here are a few ideas to contain the Yak, before it eats the day.</p>

<ol>
  <li><strong>Time-box side quests.</strong> “I’ll spend 20 minutes on this. Then I stop.” Actually stop.</li>
  <li><strong>Write the original goal down.</strong> Physically. <a href="/2025/notes/">On Paper.</a> Preferably with a fountain pen, so it feels morally binding.</li>
  <li><strong>Separate cleanup days from execution days.</strong> Maintenance deserves its own calendar slot.</li>
  <li><strong>Learn to tolerate mild imperfection.</strong> Yes, that config file could be prettier. No, the world will not end today.</li>
  <li><strong>Recognize the early symptoms.</strong> The moment you say “while I’m at it…,” the Yak has entered the room.</li>
</ol>

<p>Yak Shaving is the tax we pay for living in complex systems and having curious, optimization-obsessed brains. It’s equal parts comedy, tragedy, and accidental craftsmanship.</p>

<p>So next time you sit down to send a simple email and end up upgrading your router firmware, refactoring your <a href="https://github.com/brajeshwar/dot">dotfiles</a>, reorganizing your desk, and questioning your life choices, take comfort in the fact that you’re not wasting time.</p>

<p>You’re merely grooming an imaginary Yak for the benefit of absolutely no one. A noble tradition, handed down from MIT engineers and cartoon animals alike.</p>

<p><strong>The Yak remains unshaven. It always does.</strong></p>]]></content><author><name></name></author><summary type="html"><![CDATA[Or, how you sat down to send one email and ended up reinstalling your operating system.]]></summary></entry><entry><title type="html">Books of 2026</title><link href="https://brajeshwar.com/2026/books/" rel="alternate" type="text/html" title="Books of 2026" /><published>2026-01-31T00:00:00+00:00</published><updated>2026-01-31T00:00:00+00:00</updated><id>https://brajeshwar.com/2026/books</id><content type="html" xml:base="https://brajeshwar.com/2026/books/"><![CDATA[<p><code class="language-plaintext highlighter-rouge">2026: Work-in-Progress.</code></p>

<h2 id="h">H</h2>

<p><a href="https://www.google.com/books/edition/How_the_World_Really_Works/t7cSEAAAQBAJ">How the World Really Works: The Science Behind How We Got Here and Where We’re Going</a> by <a href="https://en.wikipedia.org/wiki/Vaclav_Smil">Vaclav Smil</a> is a cold shower for anyone intoxicated by techno-utopian optimism. The book dismantles fashionable narratives about rapid decarbonization, exponential progress, and frictionless transitions by grounding everything in physics, energy flows, materials, and scale. The book is brutally realistic: civilization runs on steel, cement, ammonia, and fossil fuels, and changing that is slow, expensive, and constrained by hard limits. I won’t say “pessimism,” but rather “unfashionable,” which is why it matters. Read it to recalibrate your expectations of the world around you, while, of course, still feeling inspired.</p>
<h2 id="n">N</h2>

<p><a href="https://www.ynharari.com/book/nexus/"><img class="medium right" src="/static/2026/nexus-by-yuval-noah-harari-2024.png" alt="Nexus: A Brief History of Information Networks from the Stone Age to AI" loading="lazy" /></a></p>

<p><a href="https://en.wikipedia.org/wiki/Nexus:_A_Brief_History_of_Information_Networks_from_the_Stone_Age_to_AI">Nexus: A Brief History of Information Networks from the Stone Age to AI</a> by Yuval Noah Harari is a familiar read if you have read his prior works, such as <a href="https://en.wikipedia.org/wiki/Sapiens:_A_Brief_History_of_Humankind">Sapiens: A Brief History of Humankind</a>, <a href="https://en.wikipedia.org/wiki/Homo_Deus:_A_Brief_History_of_Tomorrow">Homo Deus: A Brief History of Tomorrow</a>, or <a href="https://en.wikipedia.org/wiki/21_Lessons_for_the_21st_Century">21 Lessons for the 21st Century</a>. You will go through the provocative claim, historical anecdote, philosophical zoom-out, mild warning, and the whole shebang. I found myself doing my quick speed-reading on many pages of the book. My interest, of course, was the section on AI. The book frames AI as the information network that can generate, modify, and act on information without human understanding or consent at scale; something categorically different.</p>

<h2 id="t">T</h2>

<p>Everyone who likes sci-fi seems to have read <a href="https://en.wikipedia.org/wiki/The_Three-Body_Problem_(novel)">The Three-Body Problem</a> by <a href="https://en.wikipedia.org/wiki/Liu_Cixin">Liu Cixin</a>. I’m starting it just now. The book is a lot more science-sy, complete with physics, history, and philosophy. Read slowly, and enjoy the alien and intellectually bracing world the book takes you to.</p>]]></content><author><name></name></author><summary type="html"><![CDATA[2026: Work-in-Progress.]]></summary><media:thumbnail xmlns:media="http://search.yahoo.com/mrss/" url="https://brajeshwar.com/static/2026/victorian-woman-reading-book-future.webp" /><media:content medium="image" url="https://brajeshwar.com/static/2026/victorian-woman-reading-book-future.webp" xmlns:media="http://search.yahoo.com/mrss/" /></entry><entry><title type="html">Newspaper</title><link href="https://brajeshwar.com/2026/newspaper/" rel="alternate" type="text/html" title="Newspaper" /><published>2026-01-26T00:00:00+00:00</published><updated>2026-01-26T00:00:00+00:00</updated><id>https://brajeshwar.com/2026/newspaper</id><content type="html" xml:base="https://brajeshwar.com/2026/newspaper/"><![CDATA[<p>It was the early ritual of my school days: wake up, grab the Newspaper before anyone else got to it, and devour every word as if it were sacred morning scripture. Headlines, classifieds, obscure columns on fisheries in Goa or wheat production in Haryana, even the TV listings that nobody read. I used to read everything. So thoroughly, in fact, that my friends teased me for it. They said I consumed “all the useless information,” which was their polite way of saying I had the reading habits of a retiree trapped in a teenager’s body. I didn’t mind. Those pages gave me a sense of the world far bigger than our little town.</p>

<p>Here is a fun fact about my association with Newspapers. I paid through my high-school and college, working for a few local Newspapers, helping with the composition and print templates in <a href="/2025/aldus-pagemaker/">Aldus PageMaker</a>.</p>

<p>Then came the 2010s, and like many of us swept up in the gospel of digital efficiency, I stopped. The newspapers were replaced by news apps, then by Twitter, then by nothing. Somewhere along the way, the need to know everything turned into the need to know nothing. I didn’t really plan that transition; it sorta happened, slowly and silently. Then, I stopped the News altogether.</p>

<p>The world seemed noisier. News felt engineered to provoke. Every headline screamed; every story was laced with masala;<sup id="fnref:Masala"><a href="#fn:Masala" class="footnote" rel="footnote" role="doc-noteref">1</a></sup> every argument had to be packaged as a war. I withdrew. For more than a decade, my relationship with News was like a polite nod to an acquaintance I no longer wanted to speak to.</p>

<p><img class="full" src="/static/2026/newspaper-in-home-library.jpg" alt="Reading a Newspaper" loading="lazy" /></p>

<p>Recently, I picked up the Newspaper again. It started as a trash collector of sorts, instead of the plastic bag, during the Pandemic. After a while, I started reading bits and pieces, here and there. I didn’t return to my old habit of reading every word. Age and sanity have cured me of that. I no longer feel compelled to plough through the political gossip or the sensational crime stories written like screenplay drafts for low-budget thrillers. I skip the masala. I skip the drama. I skip anything that feels breathless or over-seasoned.</p>

<p>But I read again. This time with intention. With distance. With a detached affection. Something about the physical Newspaper still feels honest. Not necessarily the news itself, but the act of reading it. You sit down. You unfold it. You slow yourself to the page’s pace. There is no infinite scroll, no algorithmic trapdoor pulling you deeper. There are edges. There is an end. There is quiet.</p>

<p>Growing up, reading the Newspaper made me feel connected. It was my window to the world beyond classrooms and exam timetables. Today, reading it makes me feel grounded. It reminds me that the world is not just a stream of alerts and hot takes. It is still full of people doing real work, real reporting, authentic storytelling, even if buried beneath the usual circus.</p>

<p>Something is humbling about returning to an old habit with new eyes. The teenage version of me wanted to know everything because the world felt vast and exciting. The adult version of me knows that too much information can make the world feel chaotic and exhausting. So I read differently now. I skim with grace. I pick the bits that matter. I enjoy the cultural notes, technology columns, and the tiny human-interest stories tucked away at the bottom corners of the page.</p>

<p>And strangely, this return to newspapers helps me detach from the noise rather than fall back into it. When you read digitally, you’re consuming news the way junk food is consumed, which is addictive, impulsive, and engineered to hijack your instinct for more. When you read on paper, you consume with a fork and a plate. You eat more slowly. You know when to stop.</p>

<p>Sometimes I wonder how younger me would react to older me picking up a newspaper again. Would he laugh? Would he approve? Would he roll his eyes and go, “See, all that reading wasn’t so useless after all”? My friends certainly would. Somewhere out there, they’re still teasing me in spirit for being the guy who read the property ads and agriculture reports like they were plot twists in a novel.</p>

<p>But the Newspaper has become something else for me now. A reminder of continuity. A small bridge to a past life. A nudge that curiosity should be nurtured. I don’t need to absorb every detail anymore. I don’t need to chase every headline. I don’t need to debate every point. I just read. Quietly. Calmly. Without being pulled into the cyclone.</p>

<p>We talk a lot about going back to basics, but most of us rarely do it. Restarting the newspaper habit is one of those rare returns that actually change something. It reminds me to take things slow. To step outside of the algorithm. To give my attention weight again.</p>

<p>This may be what growing older does. It teaches us to curate not just our time but our minds. It teaches us that information is not wisdom. It teaches us that sometimes the best things in life are the ones we left behind because we thought the future would always be better.</p>

<p>I don’t think I’ll ever go back to the way I used to read as a kid. That obsessive scanning, that all-consuming curiosity, that unfiltered consumption: it belongs to a younger mind. But I am grateful that I can return to the practice in a gentler, more thoughtful way.</p>

<blockquote>
  <p>The world is still loud. The news is still spicy. But I don’t have to be.</p>
</blockquote>

<p>All I need is a quiet morning, a cup of chai, and a newspaper waiting to be unfolded. A little ritual revived. A small act of reclaiming myself in a world that keeps trying to speed everything up. Some habits are worth returning to. And some stories read better when they’re printed on paper.</p>

<div class="footnotes" role="doc-endnotes">
  <ol>
    <li id="fn:Masala">
      <p>The spices we Indians add to everything to make it tastier and more flavorful. <a href="#fnref:Masala" class="reversefootnote" role="doc-backlink">&#8617;</a></p>
    </li>
  </ol>
</div>]]></content><author><name></name></author><summary type="html"><![CDATA[It was the early ritual of my school days: wake up, grab the Newspaper before anyone else got to it, and devour every word as if it were sacred morning scripture. Headlines, classifieds, obscure columns on fisheries in Goa or wheat production in Haryana, even the TV listings that nobody read. I used to read everything. So thoroughly, in fact, that my friends teased me for it. They said I consumed “all the useless information,” which was their polite way of saying I had the reading habits of a retiree trapped in a teenager’s body. I didn’t mind. Those pages gave me a sense of the world far bigger than our little town.]]></summary></entry></feed>