Ambi Parameswaran presents learnings from clients in new book – Sponge

Brand strategist, Brand coach, Mentor, Author, #TEDx Speaker – Ambi Parameswaran is an advertising veteran with a career spanning 40 years, during which he handled some of India’s top brands. Parameswaran is out with his latest book – ‘Sponge: Leadership Lessons I learnt From My Clients’, which looks at customer/ client-supplier/ partner relationships in a new way. 

‘Sponge’ presents the interesting conversations that Ambi has had with the doyens of the corporate world – including Ratan Tata, Azim Premji, S Ramadorai, Karsanbhai Patel, M Damodaran, Dr V Kurien and many others – in an easy to read anecdotal form. The book highlights the ‘Sponge Process’, which emphasises on listening as a radical new way of engaging with clients and customers. 

Early in his career, Ambi realised that some of the best lessons can be learnt if people just listen to and learn from customer interactions. A challenging customer could actually end up enriching one’s life with some of the most engaging conversations possible. And if one approached each client conversation as an exercise in listening and learning, it was a sure-fire route to success. 

‘Sponge’ is an intriguing read for corporate executives, management students and people interested in advertising where individuals interact with a variety of people. 

After the success of his previous book, ‘Nawabs, Nudes and Noodles’, expectations are high from ‘Sponge: Leadership Lessons I learnt From My Clients’. A bestseller, ‘Nawabs, Nudes and Noodles’ examined how advertising has evolved, reflecting the country’s culture, politics and economy in the last 50 years.



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