A staunch perfectionist, he believes that in order to create, inspire or dazzle the world all we need is a brilliant out-of-the-box idea. He was relentlessly looking for that one idea that would kick him out of the bed and make him run to work with a renewed zeal. And he ultimately found it in 2002 when he founded Monkey Wrench.
Creativity cannot be acquired at a fancy institution with a flawless degree.
'I believe in order to create, inspire or dazzle the world; all we need is an idea. Once you’ve cracked an idea and figured out who will laugh or relate to it the most, that’s marketing for you. These things cannot be learnt in textbooks,' says Joshi.