thinking a bit about culture. in a company, the basic units of culture are stories. stories told over team dinners, folklore about the founders, etc. in a society, the basic units of culture are also stories, shared in the form of films, shows, songs, books, fashion. creators are crafters of culture, and... See more

Most people treat brand like frosting, a cosmetic layer you add right before launch to make things look polished. But brand is the batter. It’s not decoration, it’s the foundation. It shows up in how you talk to customers, how your product feels, how your team makes decisions.