I've found that the most culturally relevant brands today are those that cultivate this same intensity of devotion. They're not trying to be lukewarm for everyone; they're willing to be boiling hot for a specific few. This level of excitement and passion only emerges through specificity and the courage to exclude.

And strangely, people are open to it. There’s a growing appetite for radical reinvention of spirituality, identity, belonging, health, work and community. We want novelty, but we also want roots. We want control, but we’re exhausted by optimization. We want to feel something, and the brands that learn to hold this tension will feel like portals.