Alter-Egos and Doppelgangers

Aarish Shah
3 min readApr 27, 2017

Earlier this month, I wrote about my short dalliance with writing a news letter.

I’ll let you read the article in detail — I wouldn’t want to deprive you of that pleasure(!), but one of the issues that came out clearly to me was that I was writing on too broad a range of matters.

Mixing poetry with articles on small businesses, thought pieces with startup stuff and everything in between.

It was confused and confusing.

If not to you who patiently read what I put out there, then certainly to me.

In the last week, I made the decision to move on from my day job and go it alone with my own little advisory for London or UK based startups, SMEs and scale-up businesses.


so eloquently put it

The three most harmful addictions are heroin, carbohydrates and a monthly salary.

That urge to be my own boss seems to flow deep in my veins, maybe it’s my Gujarati blood, maybe it’s the era, maybe it’s just me — but whatever it is, it’s something I’ve felt the need to do for too long.

In making the decision, it’s become clear that I have two sides to my soul.

The creative wordsmith that loves philosophical discourse, writing poetry and spinning yarns.

And its doppelganger — the one that gets a buzz from understanding, building and growing businesses, that sees sparks of life in spreadsheets and knows that there are opportunities everywhere.

And though we’re doppelgangers, we’re also alter-egos. Each side balancing the other, making the other whole, greater than the sum of its parts.

So in launching myself down this path, I thought it would be apt to give each voice it’s own platform.

So as of today

will continue to explore humanity through poetry, prose, satire and the creative lens, but will take over writing the pieces on all things business — macro and micro — every thing startuppy as I continue to learn from the businesses I meet and touch.

I’d love you to follow them both — and to that end, I’d ask

at Small Business Forum and at Lean Startup Circle to add as a writer on their publications so I can continue to contribute — hopefully — better and more focused pieces.

And to you, who have been reading, commenting, liking and hopefully enjoying what I share here on Medium, thank you and I hope you’ll stick around for the rest of the journey.

About me: Citizen of the World. I love writing, photography, travelling, reading, learning and growing. Medium is another journey in my life, let’s see what sights we may see.

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Aarish Shah

Generalist | Thinker | Life Long Learner | Writer | Photographer