--- title: Watch | Nikesh Reddy’s Video Notebook description: Explore video essays and a curated selection of Instagram Reels on business models, technology, and learning. --- [Skip to content](https://nikesh.co/watch#main) [![Nikesh](https://nikesh.co/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/logo.svg)](https://nikesh.co/) Menu [Home](https://nikesh.co/)[About](https://nikesh.co/about)[Watch](https://nikesh.co/watch)[Field Notes](https://nikesh.co/fieldnotes)[Journey](https://nikesh.co/journey)[Ideas](https://nikesh.co/ideas)[Writing](https://nikesh.co/writing)[Contact](https://nikesh.co/contact) 1. [Home](https://nikesh.co/) 2. Watch ![Published video thumbnail: The BRUTAL TRUTH About IKEA's HIDDEN Business Model](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/ikea.jpg?width=1280&height=720&name=ikea.jpg) How flat-pack design, customer assembly, and the IKEA Effect transformed the furniture business. - The economics behind the furniture - Customer participation as part of the product - How an experience becomes a business advantage ![Published video thumbnail: The ₹9 Lakh Crore Race to Replace Humans With Robots](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/robots.jpg?width=1280&height=720&name=robots.jpg) How AI is accelerating the race to build humanoid robots and make physical labor programmable. - The business of humanoid robotics - Where machines meet the real world - The questions automation raises for work ![Published video thumbnail: Is Traditional College Still Worth It in 2026? The Truth No One Talks About](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/college.jpg?width=1280&height=720&name=college.jpg) A personal look at the value of college as AI reshapes work, education, and career paths. - The value of a traditional degree - Learning in a changing world - Questions to ask about an education ![Published video thumbnail: Why You Trust Tata blindly? The 4 Psychological Tricks Behind It](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/tata.jpg?width=1280&height=720&name=tata.jpg) The brand psychology, trust, and strategy behind Tata’s place in everyday Indian life. - How a brand earns familiarity - The psychology of trust - What influences a customer’s decision From the original websiteAn introduction from the original site.Nikesh / Video notebook An introduction from the original website, presented alongside My Academic Journey. From the original websiteA different way to think about the next move.Nikesh / Video notebook A chess-and-business video retained from the original website. Watch / Business, technology, and a point of view # Look closer. *Think it through.* Why does a familiar business work the way it does? What changes when a technology enters everyday life? My videos use those questions to look past the headline and develop an argument you can examine. [Visit my YouTube channel](https://www.youtube.com/@NikeshReddyy) ### [![Published video thumbnail: The BRUTAL TRUTH About IKEA's HIDDEN Business Model](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/ikea.jpg?width=1280&height=720&name=ikea.jpg) 12:11 The business behind the flat pack.](https://nikesh.co/watch?video=ikea-business-model&collection=1) 01 / Published videos ## Different subjects. *The same curiosity.* From IKEA’s business model to humanoid robots, education, and brand trust. Choose a topic, search a question, or start with the idea that catches your attention. Search the video collection ### [![Published video thumbnail: The BRUTAL TRUTH About IKEA's HIDDEN Business Model](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/ikea.jpg?width=1280&height=720&name=ikea.jpg) 12:11 Business modelsVideo essay The BRUTAL TRUTH About IKEA's HIDDEN Business Model](https://nikesh.co/watch?video=ikea-business-model&collection=1) How flat-pack design, customer assembly, and the IKEA Effect transformed the furniture business. ### [![Published video thumbnail: The ₹9 Lakh Crore Race to Replace Humans With Robots](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/robots.jpg?width=1280&height=720&name=robots.jpg) 12:29 TechnologyVideo essay The ₹9 Lakh Crore Race to Replace Humans With Robots](https://nikesh.co/watch?video=humanoid-robots&collection=1) How AI is accelerating the race to build humanoid robots and make physical labor programmable. ### [![Published video thumbnail: Is Traditional College Still Worth It in 2026? The Truth No One Talks About](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/college.jpg?width=1280&height=720&name=college.jpg) 11:39 LearningVideo essay Is Traditional College Still Worth It in 2026? The Truth No One Talks About](https://nikesh.co/watch?video=future-of-college&collection=1) A personal look at the value of college as AI reshapes work, education, and career paths. ### [![Published video thumbnail: Why You Trust Tata blindly? The 4 Psychological Tricks Behind It](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/tata.jpg?width=1280&height=720&name=tata.jpg) 14:11 Business modelsVideo essay Why You Trust Tata blindly? The 4 Psychological Tricks Behind It](https://nikesh.co/watch?video=tata-trust&collection=1) The brand psychology, trust, and strategy behind Tata’s place in everyday Indian life. ### [From the original websiteAn introduction from the original site.Nikesh / Video notebook 16:24 From the original siteOriginal video About Nikesh](https://nikesh.co/watch?video=about-nikesh&collection=1) An introduction from the original website, presented alongside My Academic Journey. ### [From the original websiteA different way to think about the next move.Nikesh / Video notebook 21:17 From the original siteOriginal video How Chess Masters Think Like Business Leaders](https://nikesh.co/watch?video=chess-business-leaders&collection=1) A chess-and-business video retained from the original website. ### No videos for that question yet. Try another search, or explore the full collection. Show all videos ![Nikesh looking through a window](https://nikesh.co/hs-fs/hubfs/nikesh-redesign-20261003-r4/portrait-window-800.webp?width=1200&height=685&name=portrait-window-800.webp) From Nikesh’s photo archive. 02 / Short-form notebook ## A smaller frame. *Another way in.* Selected Instagram Reels alongside the longer video collection. A quick entry point into the things I am noticing and exploring. [![The IKEA effect](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/reel-Dd17cpvyYKr.jpg?width=720&height=1280&name=reel-Dd17cpvyYKr.jpg)The IKEA effect1](https://www.instagram.com/nikesh.reddy_/reel/Dd17cpvyYKr/)[![What quantum computers do](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/reel-Ddt_CbfyUi2.jpg?width=720&height=1280&name=reel-Ddt_CbfyUi2.jpg)What quantum computers do2](https://www.instagram.com/nikesh.reddy_/reel/Ddt_CbfyUi2/)[![Inside IKEA’s store strategy](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/reel-DdrnR3-yY7n.jpg?width=720&height=1280&name=reel-DdrnR3-yY7n.jpg)Inside IKEA’s store strategy3](https://www.instagram.com/nikesh.reddy_/reel/DdrnR3-yY7n/)[![Start now](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/reel-DdnXRvNRciV.jpg?width=720&height=1280&name=reel-DdnXRvNRciV.jpg)Start now4](https://www.instagram.com/nikesh.reddy_/reel/DdnXRvNRciV/)[![The flat-pack idea](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/reel-Ddl1OX3RhXl.jpg?width=720&height=1280&name=reel-Ddl1OX3RhXl.jpg)The flat-pack idea5](https://www.instagram.com/nikesh.reddy_/reel/Ddl1OX3RhXl/)[![IKEA’s logistics advantage](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/reel-DdjeQxixubi.jpg?width=720&height=1280&name=reel-DdjeQxixubi.jpg)IKEA’s logistics advantage6](https://www.instagram.com/nikesh.reddy_/reel/DdjeQxixubi/)[![A founder’s perspective](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/reel-DdidSTrx_8S.jpg?width=720&height=1280&name=reel-DdidSTrx_8S.jpg)A founder’s perspective7](https://www.instagram.com/nikesh.reddy_/reel/DdidSTrx_8S/)[![My first day at Tetr](https://nikesh.co/hs-fs/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/reel-DdEMqr6ROx4.jpg?width=720&height=1280&name=reel-DdEMqr6ROx4.jpg)My first day at Tetr8](https://www.instagram.com/nikesh.reddy_/reel/DdEMqr6ROx4/) A manually selected collection. Follow Instagram for the latest posts. ## The next good question *might come from you.* [Let’s compare notes](https://nikesh.co/contact) [![Nikesh](https://nikesh.co/hubfs/raw_assets/public/nikesh-alabaster-plum-20261002-recovery-r6/assets/images/logo.svg)](https://nikesh.co/) Learning from the world. Building something useful. [Home](https://nikesh.co/)[About](https://nikesh.co/about)[Watch](https://nikesh.co/watch)[Field Notes](https://nikesh.co/fieldnotes)[Journey](https://nikesh.co/journey)[Ideas](https://nikesh.co/ideas)[Writing](https://nikesh.co/writing)[Contact](https://nikesh.co/contact) [LinkedIn](https://www.linkedin.com/in/nikeshreddyy/)[Instagram](https://www.instagram.com/nikesh.reddy_/)[YouTube](https://www.youtube.com/@NikeshReddyy)Explore. Make. Keep learning. © 2026 Nikesh ReddyA record of learning in public.[Back to top](https://nikesh.co/watch#top) Pause motion