Two books · Both manuscripts complete
Antigeneric &
When Lions
Get the Blues
One asks why organisations stop being distinct. The other asks what it costs the people who refuse to.
Both titles are prepublication
Two finished manuscripts by Sid Singh. Neither is on sale yet — there is no purchase page and no announced release date. Both are open to early readers, editors, agents and publishers.
Antigeneric & When Lions Get the Blues
Two complete manuscripts, written a year apart, that turned out to share a spine.
Book one · Prepublication
Siddhartha Singh
Antigeneric
How to build brands, cultures and companies that escape the age of average.
The world is optimising itself into sameness. Every industry now runs on the same dashboards, benchmarks, tools and best-practice decks, so the work comes out competent and indistinguishable. This book treats that as a pathology rather than a preference: diagnose the forces flattening your category, then design the countermeasures rivals cannot copy.
Book two · Prepublication
Siddhartha Singh
When Lions Get the Blues
What happens when the strongest people start falling apart — and why everything they do makes it worse.
Some people never stop delivering. The work ships, the room is held, the crisis is absorbed, and underneath, something is quietly giving way. This book names what happens to high-agency people whose competence hides the damage, and why the instincts that made them strong are the same ones keeping them stuck.
One argument, two ends
Why these two books belong on the same shelf.
Both books are about the cost of looking fine.
Antigeneric follows that cost outward, through organisations: the slow flattening that happens when everyone optimises against the same metrics until being right stops being remarkable.
When Lions Get the Blues follows the same fracture inward, through people — the ones who keep the performance intact long after the person behind it has stopped being okay.
Sameness is what happens when a system loses the ability to tell the truth about itself. So is silence.
Where things stand
Both manuscripts are finished. Neither has been published.
Antigeneric
Manuscript complete
Non-fiction. Strategy, brand and organisational culture. 13 chapters, five pathogens, a three-stage framework.
When Lions Get the Blues
Manuscript complete
Non-fiction. Performance, identity and high-agency burnout. 12 chapters with a prologue and epilogue, ~213 pages at 6×9.
Availability
Prepublication
No purchase page and no announced release date for either title. This page is where both books live until then.
Open right now
Early readers
Publishing enquiries, agent and editor conversations, interviews, talks, and idea-led work drawn from either book.
Both books, one desk
Written from twenty years across advertising, media, brand growth and adtech.
Sid Singh is a marketing and strategy leader with over two decades on the agency side, the client side, and in between — advertising, media, brand growth, adtech and technology-led change.
Antigeneric is the argument he makes about organisations. When Lions Get the Blues is the one he makes about the people running them. He also writes long-form essays at words.sidht.com under the byline Thus Spoke Siddhartha.
Want to read one early?
Antigeneric and When Lions Get the Blues are both finished and both prepublication. If either argument lands — as a reader, an editor, an agent, a publisher, or someone who wants to talk about the idea inside their own organisation — write directly and say which book brought you here.