Story Behind The Unseen Stitch
I still remember the first day I joined my family business. I was curious about where we came from, what we stood for, and the products we used to sell. I had a lot of questions.
But every time I looked at our competitors, it all blended together. At the end of the day, we looked like just another clothing brand. There was no clear difference between their brand and ours.
Then I came across a book that shifted everything—Building a StoryBrand by Donald Miller.
I felt like I finally got to know what was missing all along; it was our “story.”
Why This Publication Exists
I didn’t start The Unseen Stitch to talk about products. I started it to talk about what builds brands—consistently, meaningfully, and long-term.
As a CMO or brand builder, your content strategy should be rooted in purpose, not just your product. That’s the core belief behind this blog.
I’ve been deeply influenced by thinkers like Dan Koe, Nicholas Cole, Joe Pulizzi, and Gary Vaynerchuk—all of whom share the same idea:
Every business today must think like a media company.
Joe Pulizzi said it best:
“Most brands still think like advertisers, not publishers. They talk about themselves instead of creating content their audience actually cares about.”
That’s the shift I’m making—
from pushing products to telling stories.
From chasing quick wins to trusting the process.
From reverse-engineered content to reader-focused communication.
Because in a world filled with noise, it’s the clear, consistent message that cuts through.
And at the center of that message is the story only you can tell.
Meet the voice behind The Unseen Stitch.:
Hi, I’m Chirag Khatri, I’m a marketer by profession, but more importantly, I’m a storyteller at heart. I’ve spent years navigating the world of branding, and through that journey, I’ve discovered one fundamental truth: the most successful brands are the ones that connect with people not just with products, but with purpose.
I’ve always believed that great brands are built on stories. Stories that resonate with people, spark emotions, and build trust. That’s what drives me every day to help brands craft narratives that go beyond selling, and instead, create meaningful connections with their audience.
Through my own experiences, I’ve seen how brands can thrive when they stop thinking like advertisers and start thinking like publishers. It’s not about pushing products anymore; it’s about sharing something that matters something your audience genuinely cares about.
That’s why I started The Unseen Stitch. To share these insights, to help other brand builders, and to create a community where we can learn, grow, and build brands that leave a lasting impact.