Great branding is all about uncovering truths.

Today, we’re taking life advice from Sherlock Holmes himself, a man who solved more cases with his brain than your local lawyer does with a stack of affidavits.

Let’s break down his golden mantra and see how it applies to our startup lives.

Btw, a small personal win. This is the 100th edition of The Stupidpreneur Newsletter, and I feel so happy that I get to write about stuff I know, and there are people to read it. 💚

Step 1: Eliminate the Impossible (Yes, All of It)

What’s “impossible” in your business?

• A ₹500 app idea becoming the next unicorn in three months? Impossible.

• Selling ice cream in Ladakh winters? Definitely impossible.

• Building an overnight brand without a story? IMPOSSIBLE.

Yet, many entrepreneurs hold on to these fantasies tighter than their Netflix password. Let it go, my friend.

Use some cold, hard logic and call out the nonsense in your own plans. Is your strategy built on hopes and dreams or solid ground?

If it’s the former, Sherlock says you know what to do.

Step 2: What Remains (Even If It’s Cringe)?

Once you cut the fluff, what’s left is the raw, unfiltered reality of your business. And often, the truth is... uncomfortable.

Maybe your product sucks. Maybe your pricing is a joke. Or maybe, just maybe, nobody actually cares about your idea yet.

But hey, THIS is where the fun begins! The truth might hurt, but it’s also the starting point for improvement.

Like when you finally realize your chai stall isn’t competing with Starbucks, it’s competing with Sharmaji’s ₹10 chai in the next lane.

Focus on what’s real. Ask your audience. Test your product. And if you’re left with the “improbable” idea that your veggie momos could become a million-rupee brand? Well, lean into it!

Step 3: Embrace the Improbable (It’s Where Legends Are Made)

The improbable is where magic happens. Think about Dhirubhai Ambani starting with polyester.

Flipkart starting with books. Or even our very own Pan Bahar doing full-on James Bond-style ads (what WERE they thinking?).

These things sounded improbable at the time, but they weren’t impossible, they were just waiting for someone to believe in them and execute like a boss.

The improbable truth about your business might be that your niche product, say eco-friendly kulhad glasses, actually has a global market. (Imagine Americans drinking Starbucks in them. Priceless!)

So, How Do You Sherlock Your Way to the Truth?

1. Ask the Tough Questions: Is my idea solving a real problem? (Hint: “It’s cool” isn’t a real problem.)

2. Run the Data: Emotion can fool you, Excel sheets won’t.

3. Prototype and Test: Your audience will tell you what’s worth pursuing. Listen to them.

4. Be Brave: The improbable path isn’t easy. But it’s better than chasing an impossible one.

Great branding is all about uncovering truths.

Your story, product, and vibe should reflect something real and relatable, no fluffy nonsense.

The moment you become authentic, even if it feels improbable, people will resonate.

Remember, everyone’s tired of impossible claims like “best biryani in the world.” But say “our biryani will remind you of that one roadside shop in Hyderabad?” 

That’s the truth. That’s branding.

So, my dear Watsons (err, entrepreneurs), go forth and sniff out your improbable truths.

Your success story might just be hiding there, waiting for you to uncover it.

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P.S. if you want to learn in-depth about branding, you can sign up for the 5-day free email course.

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