Amplifying the fringes

Culture is: “People like us do things like this.” We might even have a chance to choose our group. Hipsters do this, hippies do that. People in this town wear this outfit, students at this school hang out here on Saturdays… We might be born into a culture. Less agency, but just as much identity….

The cheap chocolate system

The first step in building a successful and elegant strategy is to see the systems that are part of our lives. October is a fine month to take a moment to look closely at one: the system that brings us cheap chocolate. Like most systems, it’s largely invisible. The people in it don’t mean to…

How to Create a Complete Marketing Strategy in 2025 [Data + Expert Tips]

We marketers know that creating a marketing strategy is essential to effectively nurture our customers, improve our business’s bottom line, and increase the ROI of our efforts. A marketing strategy is especially critical if you want to use the highest ROI trends we’ve seen in 2024: short-form video and AI. To get powerful results, you…