culture makers

Focus your prediction correctly because the brands that predict the future are the brands that make the future. Everybody else is simply following the path laid out by others.

If your brand is in a space where old rulers are still being used, there is tremendous opportunity in teaching people a new way of measuring what matters to them. It creates new language and new context. Most importantly, it has the potential to put your brand in a consideration set of one.

Because making culture is about more than making music and making graphic design: it’s about making people.

The future isn’t new technology. The future is changed people. Your brand should be placing its bets on who we will become.

Making the right kind of forecast means thinking deeply about where people are headed and what emerging beliefs, behaviors, mentalities, value systems, ideals and cultural ideas can be brought to the surface with the right... See more

Our measurements are our agreed-upon codes for what matters, but once they are installed into our culture, it can be very hard to know when it's time to rethink how we measure things in the first place. Our beliefs and feelings have a tendency to move forward before we have the models to describe them and the artifacts of culture - language, norms,... See more