2025 signals

This will be a theme of 2025. Understand what was formerly scarce and is now commoditized. Don’t shrink from it. Play with it. Experiment. See what it can do that you used to have to do. Learn what you can do with it that you couldn’t before.

As every big company floods the zone of our attention with increasingly enticing marketing and cheaper and more personalized versions of everything, we — as consumers — will crave more scarce and authentically human experiences, often provided by a small business run by passionate people. In response, more artisanal-like and privately-owned... See more