Can India's internal communicators skip the western playbook?
FrequencyMarch 11, 202600:07:18

Can India's internal communicators skip the western playbook?

Mike Klein and Ambuj Dixit spent six weeks talking to around 60 IC practitioners, leaders, and academics across five Indian cities — deliberately focusing on what's working rather than what isn't. The result is the nextICshift India Report, and it raises a provocative argument: leapfrogging. The idea that Indian IC could skip the evolutionary path Western IC took and jump straight to strategic positioning.

Jenni's question while reading it was the same one she kept asking all episode: what is this trying to help us do? The 10 key observations mostly echo what global reports have said for years. And the leapfrogging argument runs into a wall — the same report flags fear cultures and reluctance to challenge direction, which makes that leap very difficult in practice. Chuck notes that if the profession is newer or less mature there, the more interesting question is what mistakes they won't have to repeat.

https://www.nexticshift.com/