---
title: "Onkar Mayekar (@onkarmayekar) | Hashnode"
description: "sharing thoughts. Read the latest articles by Onkar Mayekar on Hashnode."
url: "https://hashnode.com/@onkarmayekar"
---

@onkarmayekar

# Onkar Mayekar

@onkarmayekar · Mumbai, India · Joined June 2026

sharing thoughts

### [The Translator Who Learned the Words But Not the Language.](https://hetvabhas.com/personalisation-failure-pragmatic-competence-brand-communication?utm_source=hashnode&utm_medium=feed)

Brands have more customer data than ever. They use it to personalise the words. Jenny Thomas identified the failure that happens next — in 1983, before MarTech existed.

12 min read · [hetvabhas.com](https://hetvabhas.com/personalisation-failure-pragmatic-competence-brand-communication?utm_source=hashnode&utm_medium=feed)

[Jul 7](https://hashnode.com/posts/personalisation-failure-pragmatic-competence-brand-communication/6a4e905f5a581307dc16ebd0)

### [The Beautiful Building With No Fire Exits.](https://hetvabhas.com/exit-design-reactance-theory-brand-communication?utm_source=hashnode&utm_medium=feed)

Brands invest everything in the entry experience. The exit is left to chance. Jack Brehm identified the psychological consequence in 1966 — before MarTech existed to scale it.

11 min read · [hetvabhas.com](https://hetvabhas.com/exit-design-reactance-theory-brand-communication?utm_source=hashnode&utm_medium=feed)

[Jul 6](https://hashnode.com/posts/exit-design-reactance-theory-brand-communication/6a4b4fc42ca2055170dc371f)

### [The Locksmith Who Taught Everyone to Pick Locks.](https://hetvabhas.com/the-locksmith-who-taught-everyone-to-pick-locks?utm_source=hashnode&utm_medium=feed)

Every discount teaches one lesson. Harry Helson's adaptation level theory explains why that lesson never expires — and what it costs every time the brand sets full price.

13 min read · [hetvabhas.com](https://hetvabhas.com/the-locksmith-who-taught-everyone-to-pick-locks?utm_source=hashnode&utm_medium=feed)

[Jul 6](https://hashnode.com/posts/the-locksmith-who-taught-everyone-to-pick-locks/6a4e9046360eade8a4c95b10)

### [The Weather Forecaster Who Only Looks Out the Window.](https://hetvabhas.com/customer-data-forecasting-creeping-determinism-brand-communication?utm_source=hashnode&utm_medium=feed)

Brands treat last quarter's campaign data as insight into next quarter's customer. Baruch Fischhoff named the psychological mechanism that explains why this feels right — and why it almost always isn't.

11 min read · [hetvabhas.com](https://hetvabhas.com/customer-data-forecasting-creeping-determinism-brand-communication?utm_source=hashnode&utm_medium=feed)

[Jul 3](https://hashnode.com/posts/customer-data-forecasting-creeping-determinism-brand-communication/6a4a586a8367fedfea0076a0)

### [The Ambulance That Cried Wolf.](https://hetvabhas.com/sms-urgency-budget-signal-detection-theory-brand-communication?utm_source=hashnode&utm_medium=feed)

SMS built thirty years of urgency into a single notification sound. Brands are spending it on flash sales. The fraud alert arrives into the silence that follows.

10 min read · [hetvabhas.com](https://hetvabhas.com/sms-urgency-budget-signal-detection-theory-brand-communication?utm_source=hashnode&utm_medium=feed)

[Jul 1](https://hashnode.com/posts/sms-urgency-budget-signal-detection-theory-brand-communication/6a4a585597c24830d7af726c)