THE NOTEBOOK
Field notes from inside the machine.
Essays by Rishwajeet on making content, running teams and the decisions behind the published work.
9 SEP 2026
YouTube changed what a view means
A 95% growth claim on our own homepage is a good place to start.
4 MIN
14 NOV 2024
The Tuesday report
A November 2024 account of the weekly delays report at Ankur Warikoo. The 348 tasks and 20 delays describe the week discussed in the original post.
2 MIN
15 JAN 2026
Why agencies miss deadlines
On ownership, coordination and the delivery promise a creative agency makes.
2 MIN
2 JUL 2026
One video did 7.7 lakh views. Then we did it twice more.
What 443 comments on a breakout video told us to make next.
2 MIN
5 JUN 2026
You can pour ₹15 lakh into a video and set it on fire
Three titles went head to head — the winner moved watch time share by seven points.
2 MIN
7 APR 2026
12 guests, 1,000+ sources, 6 hours
Preparing research and questions for twelve guests ahead of Masoom’s NYC shoot.
1 MIN
10 MAR 2026
My boss told me to quit. So I built Machine House.
The post that launched Machine House Media, written the morning the site went live.
3 MIN
20 JAN 2026
I spent 40 hours doing work I don't charge for
A strategy client, a video I could see in my head, and 40 hours in Premiere.
2 MIN
16 DEC 2025
Celebrity guests get views. Experts build the show.
We tagged every episode by guest type, topic, mood, and fame level, then ran the numbers — the data disagreed with the playbook.
2 MIN