Why raw & ruthless execution beats management theories any time & every time

In today’s fast-evolving world of personal care and beauty, indie brands are emerging as powerful disruptors, shaking up traditional markets and creating new trends. But as these innovative brands look to expand into new territories like India, the Middle East, and UAE, one truth becomes glaringly clear: success in these markets isn’t achieved in boardrooms or by crafting flawless PowerPoint presentations. It’s earned through relentless, raw, and practical on-ground execution.

Theories and strategies, while helpful, are not enough on their own. The real game-changer? Doing the hard, messy work that no management theory or presentation can teach you. When it comes to entering new markets, especially those as complex as India and the MEA region, practical execution singlehandedly chews through strategy and theory—for breakfast, lunch, and dinner.

Here’s why raw, hands-on execution trumps everything else when it comes to winning in new markets.

1. The Ground Reality is Different from the Boardroom

There’s an old saying: “No battle plan survives first contact with the enemy.” The same holds true for market entry strategies. You can spend hours devising the perfect go-to-market plan, backed by data and market research, but the moment you hit the ground, you’ll encounter a reality far different from what was envisioned in your PowerPoint deck.

In markets like India and the Middle East, local nuances rule the day. India alone is not one homogeneous market; it’s a patchwork of regions, languages, and consumer preferences. The same product that flies off the shelves in Delhi might struggle to gain traction in a smaller town. In the UAE, consumer behavior can vary drastically between the cosmopolitan urban centers and the more conservative parts of the region. No theory will prepare you for the everyday hurdles—whether it’s dealing with regional bureaucracies, navigating convoluted supply chains, or adjusting to fluctuating consumer demands.

The only way to win in these markets is to be on the ground, facing these realities head-on and making quick, practical decisions. It’s about getting your hands dirty, talking to local retailers, observing consumer behaviors first-hand, and continuously adjusting your approach based on real-world feedback.

2. Success Requires Adaptability, Not Perfection

While management theories preach planning, analysis, and precision, real-world execution demands adaptability. India and the Middle East are fast-paced, dynamic markets where conditions change rapidly. What worked a few months ago may no longer be effective today. Relying solely on strategy or waiting for the "perfect" plan can be fatal.

In the world of indie beauty brands, execution is about speed and agility. It’s about launching, learning, tweaking, and re-launching—sometimes on a weekly basis. Perfection is the enemy of progress. The brands that succeed in new markets aren’t the ones with the most polished strategies, but the ones who are adaptable, ready to roll with the punches, and able to pivot quickly when things don’t go as planned.

3. Building Real Relationships is the Key to Entry

No management theory can prepare you for the importance of building deep, personal relationships in new markets. India and the Middle East aren’t just about transactions; they’re about trust. Local distributors, retailers, and even customers need to feel a personal connection to the brands they work with.

While your management theory might tell you to identify strategic partners, what it won’t tell you is that you’ll likely have to invest significant time, energy, and face-to-face interaction to build relationships that actually matter. In India, relationships are everything—whether it’s with suppliers, logistics providers, or distributors. A business meeting might quickly turn into a personal conversation over tea, and these informal interactions often make or break deals.

In the Middle East, personal trust and credibility carry enormous weight. You can’t just send over product samples and wait for orders to roll in. You need to be present, building connections, and showing your commitment to the market. Execution here means being proactive in managing partnerships, visiting local points of sale, and constantly engaging with stakeholders to build a solid foundation of trust and rapport.

4. Your Competitors Are Hungry and They’re Moving Fast

In emerging markets like India and the UAE, your competitors are constantly evolving and adapting. Indie brands with a passion for innovation are flooding the beauty and personal care space. The competition is fierce, and if you’re not moving fast, you’re already behind. A beautifully crafted PowerPoint presentation may look impressive, but it won’t help you if your competitors are already executing their strategies, testing products on the ground, and iterating based on real-time feedback.

Execution demands urgency. The brands that win are the ones who get their hands dirty, learn from failures quickly, and are willing to take calculated risks. While strategy gives you direction, execution delivers results. And in markets where trends change overnight, speed of execution is the real advantage.

5. Practical Execution Is Messy—And That’s Okay

Let’s be clear: practical execution isn’t pretty. It’s messy, chaotic, and often frustrating. But it’s also the only way to truly break through in competitive markets. Unlike the structured world of management theory, real-world execution is unpredictable.

Your distribution channels may fail. Your logistics could get stuck in transit. Your marketing campaigns may not resonate the way you planned. That’s where the ruthless part of execution comes in—you have to keep going. Success is built on iteration, resilience, and the relentless drive to figure things out, no matter what goes wrong. When you’re on the ground, rolling with the punches, adjusting on the fly, and making quick decisions based on what’s happening in real-time, that’s when progress is made.

In markets like India and the Middle East, the winners aren’t the ones who craft flawless strategies but those who have the grit and determination to make things work no matter what obstacles stand in their way.

6. Execution Generates Real Data—Not Hypotheticals

At the end of the day, PowerPoint presentations and management theories rely on assumptions and forecasts. They look great on paper but are built on hypotheticals. Execution, on the other hand, delivers real data. It’s about getting your product into the hands of real customers, seeing how they interact with it, and learning what works and what doesn’t.

When you’re on the ground, making things happen, you’re no longer guessing. You’re gathering real feedback from real people. You’re seeing which marketing strategies resonate, which distribution channels are the most efficient, and what packaging actually catches the customer’s eye. This real-world data is invaluable—it’s what allows you to refine your approach and make smarter decisions moving forward.

Conclusion: Execution Eats Strategy for Every Meal

In the world of new market entry, particularly in regions as dynamic and complex as India and the Middle East, execution is everything. Strategies and management theories may guide the way, but they don’t win markets. Winning comes from relentless, on-the-ground execution—making fast decisions, adapting to challenges, building relationships, and learning from every misstep along the way.

At the end of the day, PowerPoint presentations and theories don’t sell products—action does. To succeed in these emerging markets, indie brands need to get out of the boardroom and into the trenches, where the real work gets done. Because in the beauty business, practical execution doesn’t just chew through strategy—it devours it, singlehandedly.