From 600+ conversations with the world’s leading thinkers.
'Brand,' is what journalists and industry-people say… we say culture movement. As artists we say culture! Movement! And analysts say brand. I don't know what a brand is, but I know what a freakin' movement is…. if you want to know what a culture-movement is, remember that Dr. Martin Luther King didn't stand up and say, 'here's our brand!' – he created a movement.
If you can rank oboists and there's one who's clearly the best in the world, anyone, anywhere, can access that person. So why would you listen to the third-best oboist who happens to live next door?
For a long time there was a kind of cultural chauvinism: the idea that if you just played Mozart to people in the Amazon or to hunter-gatherer groups in the South Pacific, they'd instantly recognize its greatness, maybe even see God. But of course, they don't experience it that way at all.
Romance and suspense are consistently the number 1 selling genres in the world, but don't forget even suspense can have romance – it's a huge genre. The part of the genre that has been ignored is female forward romance. Most of the decision-makers in film have been men, and that's now changing as more female filmmakers get out there.
It's been constantly shocking how resilient and expansive Hip Hop is.
This vulnerability we have is like a crack in the human psyche, a gateway through which madness seeps in. The human brain isn't primarily focused on discerning truth. Instead, it's preoccupied with understanding who to align with and what beliefs to adopt to secure connection and status within a given culture.
All the market research we have done shows that consumers use diamonds to mark special moments in their lives because they are timeless, have been in the ground 3 billion years and are unique. For all of those reasons, when you ask a consumer, particularly a woman, if they would be happy to have a synthetic diamond engagement ring? the answer is no…
We characterise our ideal 'Substacker' in affectionate terms – we call them outsider nerds – they're outsiders insofar as they don't fit comfortably in the dominant media structure for whatever reason – perhaps they feel they can do better work outside of it They're nerds insofar as they're especially knowledgeable or passionate about a particular subject area.
Population aging is evidence that we've been doing a lot of things right. We're confident that if we have children, they will live long lives as well and we've never had those trends before in all human history.
The primacy of overtly scientific approaches to understanding life has come at a tremendous cost; in some ways we see the world in shades of grey rather than in full colour.
When you bring communities together to talk- these central themes, and things we have in common, come to the fore. When you break bread together, and you find common ground, before you know it you stop thinking about your differences, or you appreciate them.
A brand has to be authentic and be born of a personal passion. If you, its creator, doesn't want the product, no one else will. If you want it, chances are it will be wanted around the world. Desires are universal and speak in every language.