Overview

There are many challenges facing business corporations today-the pandemic we have barely moved on from, economic recession, rapid changes in consumer behaviour and technological and competitive disruptions. These challenges stick out like the visible tip of an iceberg, while culture, the biggest challenge, is like the slow-moving, gigantic mass that lurks deep under the surface. We cannot deal sufficiently with superficial problems if we do not understand the depths that drive them.'Culture eats strategy for breakfast' is a widely accepted saying in the business world, often attributed to Peter Drucker. This is as true for corporate India as it is for its consumers. Yet, we spend more timeand money studying our consumers and their cultures than we do ourselves.

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Divya Khanna is an alumna of the Indian Institute of Management Bangalore (IIMB). Having worked with two of India's largest advertising agencies-Lowe Lintas (now Mullen Lowe) and J. Walter Thompson (now Wunderman Thompson)-she has over 16 years of experience in advertising. She specializes in observing and analysing human lives and behaviour to develop insights and ideas that help build brands

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