In September 2024, Karthic Rathinam was contemplating the future of his company, Out of the Box, based in Chennai, India. Founded in 2021, Out of the Box was a small but growing company that had built a strong reputation as an innovative designer and producer of cardboard products that pushed the boundaries of design and sustainability. At 25 years old, Rathinam was not the typical business owner; his entrepreneurial journey was not steered by careful planning but rather embodied a roller coaster of creativity. To take Out of the Box to the next level, Rathinam’s auditor and mentor both encouraged him to adopt a more strategic approach to scaling his enterprise. Rathinam wondered if he could design Out of the Box as meticulously as he designed his products.
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