Reads for
the pattern.
Not a résumé — a map of what actually holds his attention. Thirteen years of reading, a decade of essays, two manuscripts and a habit of borrowing rigorous disciplines as metaphors for everything else.
Six habits
of mind.
The same instincts recur regardless of subject — whether he's reading a corporate document, a city, or a chart of last year's biggest songs.
Systems before campaigns.
Behavioural economics and choice architecture are his longest-running theoretical investment — the largest sustained category across thirteen years of reading. A plan is an engineered system of triggers and occasions, not a sequence of executions.
A forecast is worth less than the forecaster's record.
A standing suspicion of confident futurism — visible in a persistent counter-collection of failed predictions, and argued directly in a three-part essay series applying Newton's laws of motion to how trends actually behave (the published overview: The Newtonian Nature of Trends).
Every rigorous discipline is a metaphor waiting to be borrowed.
Trained in biochemistry before communications, he reaches for immunology to describe cultural sameness — antigens, antibodies, immunity — and classical mechanics to describe how a trend starts, distorts and dies.
Sameness is the risk, not the safety.
The same argument made three times over — in advertising, where campaigns converge on the same moodboards; in music, where the charts sound alike; and in institutions, where every transformation programme reads like the last one.
A city, a document and an agency are read the same way.
Institutional forensics and place-writing are the same underlying habit, aimed at different subjects — reading Kolkata, Mumbai, Los Angeles or a holding company's annual report for what it reveals without meaning to.
High performance has a cost worth naming.
A recurring personal-philosophy thread — on fearlessness, on the discipline of continuing regardless, on what it costs to keep performing — that runs from essay writing directly into a completed manuscript.
Ten domains,
held long enough.
Not a skills list — a map of where the attention actually goes, and what evidence backs each claim.
Behavioural economics & systems thinking
The theoretical bedrock under everything else — choice architecture, nudge theory, decision friction.
AI — practice and critique
An early enthusiast tracking the field since 2013, now writing as a sceptic of what AI governance and guardrails quietly reveal.
Algorithmic homogenisation & distinctiveness
The ANTIGENERIC thesis — culture, advertising and music treated as one convergence problem.
Institutional & agency forensics
A decade spent reading holding companies and agencies through their own documents rather than their showreels.
Trend theory & forecasting scepticism
The Newton's-laws essays; a standing argument that most trend work is bought on confidence rather than accuracy.
High-agency psychology
Performance-preserved depression and "Command Mode" — using Achilles, Arjuna, Hamlet and Churchill as mirrors.
Sanskrit & Buddhist philosophy
Fearlessness (abhaya) held as a live philosophical question, not an academic one.
Vedic astrology & palmistry (Jyotisha)
A standing personal practice of reading pattern in an entirely different register from the professional one.
Place-writing & psychogeography
Kolkata, Mumbai, Los Angeles, Goa and Darjeeling, each read as a text with its own argument.
Music, poetry & sound
Sufi qawwali to death metal to Derek Walcott — a deliberately wide, unresolved palette.
The territory,
quantified.
The same map from the last two sections, with the raw counts behind it.
What the essays
are working through.
Recent output at words.sidht.com, read as a set of live threads rather than a back-catalogue.
The AI cluster
The Darjeeling diptych
Newton's laws of trend
Pathogen Lab
Two manuscripts, moving in parallel
Built out of
the curiosity.
Manuscripts, an essay practice, a salon, and a habit of turning arguments into things you can use.
ANTIGENERIC
Completed manuscript — thirteen chapters, five "pathogens," a sensing-to-immunity structure.
When Lions Get the Blues
Completed manuscript, roughly 213 pages, coining "performance-preserved depression" and "Command Mode."
words.sidht.com
An active essay practice — thirty-plus published pieces across advertising, AI, place, philosophy, music and politics.
The 3rd Space
An intellectual salon he founded in Siliguri.
Course design
Three proposed university courses — The Post-Algorithm Marketer, Insurgent Strategy, and AI & The Creative Industry.
play.sidht.com
A standing sandbox for small interactive experiments, including Pathogen Lab.
365 Days Wrapped
The whole year sorted by hand into eleven themes and fifty ranked words — the raw archive behind this page.
Names that
recur.
Across the reading, the bookmarks and the essays, the same voices keep returning.