Your Behavioural Advantage

"As soon as I started reading this book it reminded me immediately of Obvious Adams by Robert Updegraff - one of David Ogilvy's favourite books. Both books show how the best business education is always the same: practical and common sensical real world experience married to an open and curious mind.

Sandeep has both of these in abundance. But he also has two other unfair advantages: he grew up in a family business and in India. This creates a much richer field for solutions which are part technological, part psychological."

- RORY SUTHERLAND, Vice Chairman, Ogilvy UK

Why do customers reject objectively better offers?

Why do teams resist beneficial change?

Why do your best-intentioned strategies backfire?

The answer isn't in your business plan-it's in understanding human behaviour.

Your Behavioural Advantage delivers 36 years of business wisdom through the lens of behavioural science. Not academic theory-real negotiations, customer conversations, and leadership challenges decoded through psychology.

Structured as three books in one-Stories (deep dives), Insights (practical frameworks), and Sparks (quick wins)-this guide gives you the tools to influence decisions, design better strategies, and lead with genuine impact.

From pricing psychology to leadership bias, from customer behaviour to team dynamics, you'll discover why people do what they do-and how to work with human nature, not against it.

Stop guessing. Start understanding.