strategy

Culture brands don’t typically win by being better. They win by moving the goalposts for everyone around them. You should always be aiming to change the larger playing field.

The Apple principle: “Don’t ship novelty. Ship significance.”

Don’t Predict. Orient.

When the signal gets too loud and the data loops back on itself, strategy stops being about knowing. It becomes about noticing when the rules have changed.

We’ve exited the era of fixed playbooks. You can’t plan in a straight line through cultural volatility.

You need to know when to pull back from pattern and feel for the shift... See more

In this landscape, resonance isn’t about universality. It’s about strategic specificity—making things that speak directly to a subculture, and sideways to everyone else.

The best ideas don’t scale in size. They scale in dimensionality.

They feel intimate to one group, intriguing to another. They read as obvious to some, occult to others. They’re inte... See more

Shape the Symbol, Skip the Sentence

Words are disposable. Symbols embed.

The most powerful brand moves aren’t campaigns. They’re compressions of meaning into images, rituals, objects, phrases—things that hit below cognition and stay lodged.

Interrogate the Tension, Not the Trend

You don’t need a trend report. You need a conflict map.

What’s popular is not what’s predictive. What matters is what’s colliding underneath.

Shadow work meets romcoms. Psychedelics meet protein culture. Carnivores and witches want the same thing: control over transformation.

Stop collecting trends. Start triangul... See more