Something changed in the world of work.

You used to be able to stand out from the crowd by the virtue of your work, your product or your service. 

You could manage to focus on two things, 
the work itself and building great relationships, 
with your clients, customers or your peers.

You could get away by saying, 
“work will speak for itself.”

But something changed.

The attention economy came in and 
set new rules for this world.

On one hand it created access for people and young brands to stand out on merit rather than influential connections or deep pockets for advertising and marketing.

On the other hand, it made it extremely tough to stand out by just your ‘work’.

It’s 2026 and it’s tough out there.

It’s tough in this noise when everyone else is shouting.
It’s tougher when everyone else is shouting ‘me, me, me…’ 
It’s the toughest when your voice has no value for others.

Today, most brands, company or personal, 
have fallen prey to this noise.

In an effort to ‘guarantee’ success, they’ve started to copy and replicate others who’ve already been there and done that. Without considering the consequences of this ‘me too’ methodology.

The answer lies beyond, ‘Been There Done That’.
It lies in, Be There Do That.

What worked for them may not necessarily work for you.
It’s one thing to get inspired, and another to imitate.

The difference between some brands succeeding and many failing is the way they differentiate them from the rest. Doesn’t matter if it’s a personal brand or a company brand.

It’s easy to stand out when there is no one else like you.

If you create your own category you set the rules, not your competitors. It’s time to take control and stand out in this attention deficit world.

The path is simple, yet not easy.
It starts by mining your unique voice and ends with maximizing its value to your audience.

The path is simple enough, just not easy!
If you need help, ask me.


Archit Raj Thapar

I’ve always believed the best careers aren’t neatly planned; they unfold through unexpected opportunities and leaps of faith.

Mine began in the buzzing newsrooms of broadcast media, telling stories that mattered. A chance encounter pulled me into education, and what started as curiosity quickly grew into a calling. For over a decade now, I've focused on building and transforming educational institutions—whether creating India’s first women's-only management program, launching a professional upskilling platform, or leading large-scale education for one of Asia's largest enterprise skilling businesses. Along the way, I've experienced the thrill of taking a business from launch, through funding rounds and acquisitions, to successful mergers—all within just six years.

Today, as Founding Managing Partner at Jetri, I bring together the threads of my journey—storytelling, entrepreneurship, and a deep conviction in education’s power to drive meaningful change. At Jetri, we partner with visionary leaders and philanthropists to shape educational institutions that leave lasting legacies. We’re not just advisors — we’re builders. We get in the trenches and bring bold ideas to life. 

Outside my professional commitments, I actively invest in education technology and consumer packaged goods, including starting a university merchandize and collectibles venture. And I’m always looking for ways to leave the world of work for women better than I found it.

If you’re passionate about education, impact, or simply swapping stories, let’s connect.

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The Battle

Archit Raj Thapar

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