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About Amit Goyal

I notice things. It's becoming a problem.

An agency's ad turned up in my Instagram feed. I tapped through the way a business owner shopping for an agency would.

Their homepage said 50 clients. Their team page, one click later, said 300.

Nobody asked. I wrote out what I'd fix.

See what I'd change

It's not just ads. A word sends me looking for where it came from. A film drags up a part of my life I hadn't thought about in years. And when someone says something confidently enough, I usually go and check.

Sometimes that turns into writing. Sometimes a website. Sometimes a rabbit hole I absolutely did not need.

The word फ़ितूर tattooed on the back of Amit's hand

There's a word for this.फ़ितूरA madness for something. I had it tattooed on my hand.

An agency site · one click apart

Homepage
50+
Team page
300+

clients. Pick one.

Amit in a white shirt, hand on his chest, laughing against a faded superhero mural on a Bangalore wall
Yes, that's Spider-Man behind me. I'm a Deadpool guy.

Firozabad. Hindi medium. Bangalore.

I grew up in Firozabad, the town that makes India’s glass bangles. Somewhere in a lot of Indian wedding photos, there’s a little bit of my hometown.

I went to a Hindi-medium school.

At 17, I topped my government college in science and mathematics. My spoken English, meanwhile, needed some work.

The written kind was always fine. The spoken kind I sorted out later, in about six months.

I moved to Noida for a BPO job, and eventually found my way into banking in Bangalore. I've been there ever since, give or take two years.

Firozabad

The gate of S.R.K. College in Firozabad, a cream wall with an arched brown door
S.R.K. College. Still standing.
A night-time thela in Firozabad stacked with rows of baked biscuits under a single bulb
That biscuit, from that thela. Core memory.
An old Firozabad building behind an iron fence, the sun in a hazy sky under neem leaves
The old buildings, through the fence.
The cover of Ogilvy on Advertising
Reading list, age 17.
Filmfare spread: Shah Rukh Khan, headline We Need To Grow Up, Shah Rukh Khan defends Dil Se
Filmfare October 1998 cover with Kajol and Shah Rukh Khan, Rs 25
October 1998. Rs 25. Still have it.

The day job

Banking taught me to look twice.

Payments. Disputes. Customers who were sure about one thing while the paperwork said another.

The interesting part was rarely the process. It was working out what had actually happened.

One case

$250,000

  • Reached me asA complaint
  • First answerNo
  • What I wonderedHad anyone looked at everything yet?
  • OutcomeWon. The money went to him.

It was a difficult case, and the first answer had already been no.

I wasn't sure the answer was yes. I just wasn't sure anyone had looked at everything yet.

So we did. With that much money at stake, we couldn't credit it upfront and hope. We had to build the case. We built it. We won.

It came with a CEO award. What I remember is that by then he'd almost given up.

2022 2025

I took two years off.

From the end of 2022 to early 2025, I was outside corporate life. No title, no ladder, no particularly convincing five-year plan.

I had other things to deal with, and time to think. Somewhere in there I worked out that I didn't miss the machinery much.

Then a former colleague called from Melbourne and asked if I'd come back.

I went back anyway.

I notice.I check.I make.

The agency ad. The word. The $250,000. It's been the same move every time.

Notice
the thing that's slightly off.
Check
what's actually true, because "everyone says it" has never been much of an argument.
Make
something from it.

So, what am I doing now?

I still work in banking. It still teaches me things.

For years, the things I noticed went into Instagram captions, Reddit threads and a to-do list on Notion that only ever got longer. ABSOLUT AMIT is where they go now.

Writing. Websites built from scratch. Google listings set up right. And the occasional rabbit hole that turns into a project.

Helping people say what they actually do, in their own words, and making it easier for the right people to find them.

I've spent years looking closely at messy problems and explaining them to people who just wanted to know what happened. Now I'm doing more of that in public. And, increasingly, for other people.

Lately, that's meant

What my friends say, roughly

Collected over chai, road trips and birthdays. Unverified, but probably accurate.

Amit Goyal

Class: Artist, storyteller, cinema aficionado

  • Cool dude 96
  • Rule breaker 92
  • Great friend 100
  • Reliable 100
  • Heart too big
  • Gen Z fluency 110%
  • Chai dependency ∞
  • Gym discipline 9

Special ability: shows up.
Locked bonus: hotness +44%. Unlocks at: the gym.

New to doing this for clients. Not new to noticing.

Want to see what that looks like?See the work
Building something?Tell me what you're building

Where to find me