This book is based on 30 years of hands-on experience running P&Ls across markets and building brands the unglamorous way, the way that works. The ideas are simple, often hard to execute, and focused on building something that lasts. If that resonates, you won't regret spending your money and time. I have known Mahijeet since 2010 - initially as a client and now as a trusted friend. His journey, principles, and practices deserve to be documented, and believe this book will serve as a powerful guide for anyone who aspires to lead with authenticity and build organisations that stand the test of time. The unique company culture he built, uncommon and often unheard of, is reflected in the loyalty of both his employees and clients.