Amrut’s Journal

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The Anticipation Plot
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The Anticipation Plot

I started up in 2009, and I exited my company in 2020. In a 6 part series called "The Anticipation Plot," I recollect stories and reflect upon my journey.

Amrutash
Sep 30, 2021
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The Anticipation Plot
amrutash.substack.com

Hi there. My name is Amrutash.

I started up in 2009, and I exited my company in 2020 - I sold it. In a 6 part series, I recollect stories and reflect upon the last 12 years. What the big stories were, what it felt like, and so on.

Watch out for my buddy Ceil in the chapters.

All 6 blogs together come to 10,000 words - which should take you between 30 to 90 minutes. I hope you enjoy it.

If you like it, please do share it.


Amrut’s Journal
The Anticipation Plot - Chapter 1: The First Big Why
On 19 Nov 2020, The Economic Times announced the acquisition of my company. And with that, I “exited” my start-up. It was a moment of celebration, albeit a private one thanks to the pandemic. It is …
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a year ago · 2 likes · 1 comment · Amrutash
Amrut’s Journal
The Anticipation Plot - Chapter 2: Timing is Everything
The Library Days I learnt to make websites in the Summer of 1998. I can’t remember why, but it was most likely a combination of boredom and parental pressure to “do something useful.” My on-again-off-again love affair with HTML continued in 2002, when four of us got together to make a WYSIWYG HTML editor in FoxPro for a school project…
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a year ago · 2 likes · 2 comments · Amrutash
Amrut’s Journal
The Anticipation Plot - Chapter 3: The Person I am Not
Risk-taker Most startups fail - 90% fail within the first five years. Among the rest, a significant number don’t make it big - they just survive. A tiny sliver of startups actually succeed. Yet people are foolish enough to start up. They are risk-takers, they thrive on risk…
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a year ago · 1 like · Amrutash
Amrut’s Journal
The Anticipation Plot - Chapter 4: Conflict Resolution
Conflict Resolution “Storytelling” is one of those words that can generously take a variety of meanings. Based on the context, it might refer to a performance storytelling, a blogpost, a book, a movie, a marketing campaign, a podcast, a narrative… I started seriously thinking about storytelling only in 2011. The BLPS pilot had just concluded - we’d manag…
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a year ago · 1 like · Amrutash
Amrut’s Journal
The Anticipation Plot - Chapter 5: The Transformation Plot
No Place to Hide On Christmas day, 2014, I woke up early for a Margazhi season event. At 6:30 in the morning, I drove down to Spaces, an event arena near the Besant Nagar beach in Chennai. Anil Srinivasan opened the concert, but I was there for an experimental piece directed by Anitha Ratnam…
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a year ago · Amrutash
Amrut’s Journal
The Anticipation Plot - Chapter 6: The Second Big Why
Did You Succeed? Earlier this year my father asked me, “Are you happy? Have you achieved what you want? Are you successful?” He has asked me this every year. Usually it’s early in the morning, and he has a cup of black tea in his hand. I nodded, as I have for a decade. “Are you happier than you would’ve been if you were with Unilever?” My moderately succ…
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a year ago · Amrutash


A note on my process:

It took me about 6 weeks to write these chapters, at an average of about two hours a day. I re-wrote the piece 4 times based on feedback I received from reviewers.

My review panel was: Monalisa, who pushed for better segues; Sukanya, who kept it real (“why so smug bro”); Naresh, who helped me improve the narrative; Rahul, who marked places which needed clarity and threw in a Jungian reading for fun; Praveen, who critiqued the structure and pushed me to do more with Ceil; and Karthika - my partner - who read every word in every draft - and discussed every paragraph - and without whom my writing abilities drop.

Everyone should record and share their memories. Else, they will clog the mind, and then fade away, unceremoniously.

Why do these memories keep fading away? The canvas remembers every stroke.
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