About Rohan

I started in D2C when the category was still figuring itself out. I worked with brands that were scrappy, brands that were well funded, brands that defined their category, and brands that grew slowly. The one thing I noticed across all of them was the same pattern. Founders who were smart, hard-working, and genuinely committed to their product, but who had built their whole strategy on one wrong assumption without realising it.

It was never laziness. It was closeness. The nearer you are to something, the harder it is to see it clearly.

 

Founders who'd spent years building a product couldn't see how a customer with no background actually experienced it. That gap, between how the brand saw itself and how customers actually saw it, was almost always where the problem lived.

 

I got very good at finding that gap. Not by guessing, but through a structured way of looking. At the numbers, at the words customers use, at the positioning, at how people actually buy. Over time I turned that into a clear method I use with every founder I work with.

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"Understand first, then act. Every time you skip the first step, you pay for it in the second."

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My work isn't strategy consulting in the usual sense. I don't hand over 80-page decks or 12-week engagements. I do one thing well. I find the root cause. What you do with that answer is up to you, though I'm happy to be part of what comes next.

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I work with a small number of founders at a time, on purpose. The diagnostic process needs real attention, and I'd rather go deep with five founders than stay shallow with fifty.

If something feels wrong with your brand and you can't quite name it, that's exactly when to call.