In conversation with Aakash, co-founder of the advertising agency 5W1H, I expected to hear the tales of Successful Pitch Decks and Smart Client Wins, but I ended up learning something much more real – the state of Creativity in Advertising Industry, and Aakash’s vision to change it. He took me through his philosophy of success as a startup owner, his proven mantras of Sales and Networking and his outlook towards leadership.

Aakash, humble as he is, didn’t start by sharing his success story. “I’m just a blessed guy who got lucky, surrounded by people who actually listen to me and support me no matter what,” he says.

Rather, he emphasized on the sorry state of Creativity in an industry that is gradually being “Commoditized” for Capitalistic Interests. He acknowledged the irony of it all as, on paper, advertising is supposed to be a haven for people looking to channel their creativity into making something meaningful while making decent money.

“Advertising Industry has been polluted by Capitalism,” he said, simply, while stating his frustration with which he and his partner Kunal, fueled their startup journey.

The intent of his Startup was, as it turns out was anger. Not towards people, but towards a Problem. This is the basis on which he operates – solving problems and changing advertising for the better.

In his candid demeanor, I could hear the philosophy behind 5W1H — a space where creativity precedes commerce, and people precede numbers.

“Anger” that Started It All

Most entrepreneurs begin their journey with an idea. Aakash began with a feeling – Anger towards the Advertising Industry’s focus towards “Profit” rather than its original purpose “Creativity” and “People.”

“Every entrepreneur has one thing in common — an uncomfortable sense that something is wrong and needs to be changed.”

Having worked for over a decade in advertising, he’d seen the slow shift from stories to statistics. The “people factor” slowly turning to matrix, performances and numbers, leaving no room to think or reflect, and as a result, leaving no room for “human-ness.”

The Courage to Start

One of my first questions to Aakash was about what gave him the courage to take the leap and finally start his own company: where does it come from, especially when you’re about to give up a steady paycheck?

He gave me Specific Action points, not the usual motivational fluff – “Multiply your current lifestyle’s monthly cost by six. If you have that saved up, you have 180 days to figure things out without compromising your lifestyle and that should be the Courage you build your Business on”

He advises every aspiring founder: “Don’t increase your lifestyle when income increases. Delay gratification. Use the gap to build your buffer of six months and start your business with that as base. And acknowledge your privileges while you’re at it — there are others starting from much less.”

Partners in Climb – Kunal and Aakash

“Humans sync via problems, not solutions,” Aakash says. “The moment two people say, ‘this needs to be fixed,’ that’s the beginning.”

Aakash says that people may differ in opinions on how to solve a problem, but they can all come together that the problem needs fixing. With this as the foundational rock, he and his co-founder Kunal decided to build something new.

“It is all about channeling your frustration to something positive, and finding the right partner to do it with,” he added. “Don’t do it alone if you can help it. Find someone who balances you.”

Kunal, with his operational pragmatism, balances Aakash’s idealism. Together, they planted the seeds of 5W1H with one core promise: to protect ideas and people.

The Messy Middle – Startup Problems

After the initial sweep of Courage, and taking the leap, comes Reality.

“Your business on paper and in reality, are two very different things,” he said. “The first two years? That’s just figuring it all out.”

While figuring out these new challenges and solving problems as they come, Aakash shared some skills that helped him along the way and that are rarely discussed in usual humdrum of “Entrepreneur Talks.” – The Art of Listening, Letting go of the “Fear of Rejection,” and the ability to Ask for Help.

“Entrepreneurs,” he says, “are like liquid – No fixed shape. Adaptive. Observant. Always learning.”

Choosing the Right People

Aakash loves Psychology and his deep understanding of people is evident from his approach to finding the right people for his Company.

Just like he and Kunal bonded over shared frustrations with the advertising industry, he looks for people who share the same view during interviews. He keeps a lookout for people who want to solve the same problem.

“We gossip about problems, not people,” he laughed. “That’s how you find if someone sees what you see and is willing to work for it.”

This is a unique approach that Aakash takes to find the right people – Gossip, And is consistent with his general approach to things – Connecting with people by Understanding their Mindsets and their Psyche.

The “People” way of a Company’s Success

The way Aakash looks at “success” is a bit different.

At 5W1H, the very core of the company was built around people. From day one, the founders committed to something rarely seen anywhere — six months of salary reserved for every employee they hire.

They didn’t hire fast. They didn’t rush for office spaces. Every decision was deliberate. They grew from a two-person team to over forty people, never missing a salary. That’s the success of 5W1H.

“We’ve paid on the 1st of every month. That’s our real success metric,” he said. “People have EMIs, families, and commitments. Forget that, and you’ve failed as a founder.”

Aakash believes that monetary safety breeds creativity. When people don’t have to worry about their needs, they’re free to think better, deeper and wider. That’s when good work happens.

“Be like Water” – Lessons on Entrepreneurship

Aakash uses his understanding of Human Behavior and Psyche to his advantage. Aided by his attitude of “Being like Water,” he possesses skills that all entrepreneurs should have – Adopt, Flow and Connect with People along the way.

Some of the learnings he shared with me can be extremely helpful for Entrepreneurs and Aspiring Founders. They are not about “Hustling” better or “Keep Going” sort of cliché.

It is about a Leader’s Mindset – A Humble, Ever Learning, Adoptive Problem Solver.

Ask for help — shamelessly. When you ask someone for guidance, you’re not just seeking support — you’re giving them the gift of feeling useful. It’s human nature to want to help. Most people are good. And most great businesses? Built on mutual upliftment, not lone-wolf hustle.

Be the dumbest person in the room — on purpose. Surround yourself with people smarter, sharper, and more experienced than you. Ask questions. Appeal to their ego, their generosity, their stories. You’ll absorb in hours what they learned over decades. For free.

The best founders are ones paying the closest attention. Don’t listen to reply. Listen to truly understand. The best founders aren’t the loudest — they have mastered the “Art of Listening.”

Kill the ego early – it has no place in long-term leadership “The day you think you’re awesome as a founder — it’s game over.” Stay curious. Stay humble. That’s how you keep growing.

For Aakash, the best entrepreneurs aren’t just problem solvers. They’re Humble and Curious, Great Storytellers and Stubborn Dreamers.

“Entrepreneurs are people with a solution they need to show the world. Even if the world disagrees, they keep working on it.”

The culture at 5W1H reflects this mindset. Employees are not just hired — they’re partnered and valued, all working towards a common goal. Clients are not just served — they’re listened to, understood and provided with unparallelled value and creative business solutions.

Sales, Storytelling and Psychology

As a positioning expert, Aakash brings depth to the way 5W1H presents its ideas. He believes WOM (word of mouth) is still the best marketing tool — but only if your work is worth talking about.

He dropped one of the smartest sales tips I’ve heard:

• Send cold emails with a 3-slide standard deck(Includes Customer Insights, A Potential Idea and Approximate Cost to execute the Idea)
• Give the idea away for free
• Make the receiver feel no pressure, just curiosity

“It triggers reciprocation bias. I gave you something. Now, you feel like hearing me out. That’s psychology in sales.”

Networking: You are it

Networking is always on. It’s not an event; it’s a lifestyle. “You are always pitching, whether its your Friend or its your Sabziwalla because you never know who can connect you to your next breakthrough.” This idea is fundamental to build an authentic and useful network.

Aakash advised me on Networking “Know your clients like you know your friends. BirthdaysDesires, anxieties, hobbies, what drives them, what annoys them—specific personal knowledge builds real relationships.”

Have your Narrative Ready by knowing and believing in your Product.

Master the art of elevator pitches and learn to follow up diligently.

“The most expensive thing in this world is attention. If you get someone’s 10 minutes, be prepared. Know your narrative. And don’t be afraid to ask.”

On Social Media and AI in Advertising

Aakash is no fan of mindless social media usage. “It’s the modern-day cigarette. When people claim, they are not addicted to anything, I advise them to look at the time they are spending on social media”

“Social media doesn’t just take your time and attention; it steals your stories. A picture can’t tell a story like a phone call to a friend can.”

When I asked about his views on AI in the advertising industry, he has a balanced and practical outlook on things.

He’s not a fan of “Dinosaur Thinking” — the kind that dismisses AI altogether. But he also doesn’t buy into the panic that AI will replace everything.

“The truth always lies somewhere in the middle.”

His advice: Stay curious. Stay updated. Use AI where it makes sense. Adapt, don’t resist.

Routine, Peace, and Focus

Aakash’s mornings are sacred — 5 to 9 AM is personal time. “The world can wait,” he said.

Health and Peace of Mind matter a lot for an entrepreneur. He quit alcohol, cut distractions, and leaned into clarity. “Without peace in body and mind, how can you solve the world’s problems?” he asks.

The wisdom he lives by: Do good work, not more work; Be Authentic; Network with truth and offer friendship; Serve with intent and offer irreplaceable value.

Final Thoughts

In a world obsessed with scaling fast, chasing virality, and optimizing every click, Aakash is playing a different game — one that values depth over noise, substance over surface, and creativity that actually means something.

Aakash and 5W1H aren’t just building an agency. They’re building a culture — one where people come first, ideas are protected, and growth isn’t measured in only numbers.

Yes, I learned lessons about entrepreneurship, leadership, networking, and sales. But what stayed with me most was this: You don’t have to chase the world to build something meaningful. You just have to mean what you build — stay honest, stay curious, and keep adapting.