— Even as a Data-Driven Marketer
-By Karan Gupta
I live in the world of data. As a marketing consultant, I build strategies rooted in data, analytics, measurable outcomes, and logical reasoning. There’s comfort in numbers—they tell stories without ambiguity. They guide decisions. They keep things tidy.
So, when I first stepped into an improvisational acting class — no scripts, no plan, no certainty—it felt like stepping off a ledge with no safety net.
Why did I do it?
Because as an introvert and analytical thinker, I had spent a lifetime favoring control & seeking perfection. I realized I’d been designing not just marketing strategies, but my own life, around predictability. While this attitude brought me many accolades and awards, I wanted to shake things up—to move away from spreadsheets and into something unknown. To condition myself to be okay with not knowing, not being perfect and most importantly failing.
There’s also another reason—a very close friend of mine said to me a few times “you should try acting—for all the drama that you do—Hollywood is missing something”. So I finally said, “sure, why not!”. Of course, both of us were joking.
And improv gave me a chance to do that!
The First Time: Panic in the Spotlight
Before my first act on stage, I had taken a short course (intro to improv). It prepared me with the necessary basics before I could get on the stage. But it’s one thing to learn the basics and another to get on the stage. And when the moment came, I could feel every heartbeat like a drumline in my ears. The stage lights were hot. My hands were cold. There was no script, no planning document, no objective to optimize for.
It was just me, a scene partner, and a random prompt: “You are taking marriage proposal of your daughter to Mr. S (my scene partner).”
I froze. My usual mental toolkit—frameworks, bullet points, strategic clarity—was useless. But somehow, words came out. My partner led and I responded (yes-and). We built something ridiculous and strange and oddly beautiful. People laughed.
There was another act—in which I don’t know why I did, what I did. It wasn’t perfect, but it was real—it just had to be present.
The Second & The Third Time: Embracing Chaos & Letting Go
The subsequent ones weren’t easier. By the third time on stage, the fear was still there, but it had transformed. It wasn’t dread—it was thrill. In the 3rd one, I played more games, but those that I never played before & each one different in concept & variety. All an unknown territory! But from before the start of the show, I knew what to expect: discomfort, uncertainty, a complete lack of control. At the same time, I also knew I could survive it—and maybe even enjoy it.
In one scene, I played a customer at a bakery run by pirates. When I asked, “Does your sourdough contain cannonballs?” it got a big laugh. It was absurd, but it landed because I didn’t overthink it. I just said what popped into my head.
I wasn’t performing—I was playing.
At the end the director said— “well played, there is an improvement from the 1st performance-you were calmer and more in the moment. You have an eye for this thing, keep going.” (Immediately I thought of messaging my friend to say— “it seems you were right”— just kidding 🙂).
What Improv Taught Me About Marketing (and Life)
Oddly enough, improv has made me a better marketer. Here’s how:
1. “Yes, and” is a superpower. It’s not just a comedic rule—it’s a mindset. It’s how great brainstorms happen. It’s how teams move forward. It’s how trust is built.
2. Perfection is overrated. Clients don’t always want the most polished answer—they want authenticity, clarity, and flexibility. Improv taught me to speak up even when my ideas aren’t fully formed.
3. Presence beats polish. Whether I’m pitching to a client or navigating uncertainty in a campaign, being present and adaptable often matters more than having a perfect plan.
Improv didn’t change who I am. I’m still an introvert. I still love my data. But now, I can be in the moment without overthinking. I can trust my instincts, not just my spreadsheets. And I can let go of control—even just a little.
Call to Action: Try the Thing That Scares You
If you’re an introvert, a strategist, a planner—someone who thrives on structure—I challenge you: try the thing that scares you. Improv. Public speaking. Painting. Whatever feels wildly out of character.
Not because it will change who you are, but because it might expand who you are.
Stepping into uncertainty is uncomfortable—but that’s where the growth happens. That’s where the creativity lives. And sometimes, that’s where you find the part of yourself you didn’t know you were missing.
Karan Gupta
With 15+ years of experience in consumer and shopper research, I’m a data-driven marketing consultant who helps brands across FMCG grow through strategic insights and analytics. I’ve led research and advanced analytics functions across Africa and the Middle East, earning multiple awards from clients and my organization, for storytelling, strategic collaboration and positive impact on client's business.
Currently part of a regional leadership team, I specialize in making complex data simple, actionable, and human-centered. Recently, I ventured into improv acting—a bold move for an introvert and analytical thinker. It taught me to let go of control, trust the moment, and show up with more spontaneity—skills that now shape how I lead, collaborate, and communicate.