Sanket Shah started thinking about business at 17. His first idea was putting ads on Mumbai's auto-rickshaws. The government said no. He went to Mantralaya three times, met the Chief Minister, got sent to the transport commissioner, and received government letters at home for four years. He got 4 rickshaws approved.

Twenty-something years later, he's the founder of Invideo — a video creation platform operating at serious scale, with under 100 people. And right now, he's stopped looking at his revenue numbers entirely. He has two people running the existing business. He is fully allocated to what comes next.

In this conversation with Avnish Bajaj, Sanket talks about why you can't optimise your way through a ceiling — and what it actually costs to do something drastic. He talks about the one conversation he had in San Francisco where he and his co-founder both knew they had to change course, chose not to, and paid for it all year.

Founder questions tackled in this episode:

1. What's the difference between an L1 insight and the insight that actually can't be copied?

2. When does persistence become stubbornness? How do you know which side you're on?

3. How do you talk to customers without asking leading questions — and what do you do with what you hear?

4. When everyone's going agentic, how do you actually stand out?