Welcome! If you found this video, or my recent posts Two Kinds of People and What I shared at Carnegie Mellon about gazing into the eye of the Monster/ Machine to be useful, I invite you to become a free subscriber to get more of my articles on the intersection of strategy and culture.
Strategy is a thinking problem. It doesn’t matter how good your data is, how deep your research goes, or how powerful your AI stack is. If you’re asking the wrong question, you will not get the right answer.
Last week, we gave a lightning lesson on 9 Frameworks Every Brand Builder Needs and I’m really excited to share it with you today. My partner Jean-Louis walked through some of the frameworks we actually use at Concept Bureau, and the kinds of mental models we employ for high-stakes decisions. This is a small taste of what we teach in our Brand Strategy Masterclass.
Strategists have some really outdated frameworks, a lot of which were written in the 80s and 90s for a different world. Frameworks can be great, but most of the frameworks in our industry are asking the wrong questions.
And if you like this video, I invite you to come join us for our next lesson on Second Order Thinking for Brand Strategists on Tuesday, April 7th.
The best moves in brand are almost never the obvious ones, and we’ll be discussing how to think in second order. The world is more interconnected than most people realize, and you need to build resilience into your strategy. The only way to do that is to change the way you understand cause and effect.
Sign up here:
Sitting On The Floor
When I plan parties, they usually start with one really stubborn idea that I build everything else around. For our Exposure Therapy Pajama Party in NYC last weekend, the only thing I knew for sure was that I wanted to get people down on the floor…
My feeling was that the floor, in our pj’s, would be a portal into a special space. Where people could play and hold hands and connect from a place of love.
When you study culture like we do in this community, there is a recurring theme that always comes up in the research, anywhere in the world. You know it, too.
We’re all looking for home.
It’s innocent enough to make your heart break open. We all want to return to a place that might hold us, regardless of whether that place ever really existed or not. And that was a big topic of conversation for the evening.
If you’re curious about our community and want to learn more, I’m holding another Exposure Therapy info session on April 9th.
Come join us:
According to a Pew Research study, 41% of U.S. adults say they have grown more spiritual over the course of their lifetime.
Yours,
Hi, I’m Jasmine Bina. I’m a brand strategist and cultural futurist.
If you love this newsletter and need more:
My private brand strategy community Exposure Therapy
My agency Concept Bureau
