A few years ago, I watched my neighbor struggle with something that felt oddly familiar to many small business owners: spending money on ads and hoping for magic. She owned a quaint little café in Madurai and had invested in online promotions, expecting a rush of customers. Weeks passed, and the footfall barely moved. It was like planting seeds in a garden and realizing the soil wasn’t quite ready. Watching her, I realized that spending on marketing without understanding the
