The Aesthetic Shift: Why ‘Brand Personality’ No Longer Fits the Modern Brand
What are aesthetics and why do they matter now? In academic terms, aesthetics refers to the way we interpret...
We’re always thinking ahead
When we talk about purpose, innovation, and sustainability, we don’t just start conversations — we advance them.
Naming with Instinct, Insight and Intention: A Creative and Strategic Approach to Brand Identity
Names are the distilled essence of stories. Salman Rushdie Naming an organization isn't just about choosing a...
Think Like an Owner, Part II: Cultivating an Ownership Mindset at Scale
As business cycles continually speed up, the recipe for longevity is becoming a premium. Their unique traits are...
Think Like an Owner, Part I: Lessons from Centuries of Longevity
In the 1970s, the average lifespan of a S&P500 company was 30-35 years. This decade it is expected to decline to...
Tell the World a Better Story: How Strategic Narratives Can Move Nations to Act on the UN’s Sustainable Development Goals
Introduction How do we do hard things? Some would say reward people with incentives. Others might stress forming...
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The Power of Purpose in Business TED Talk
Watch Ashley's TED Talk TRANSCRIPT:In 2019, I took a 9am flight from Atlanta to New York City. I was the first...
Move Fast and Fix Things
There are those that look at things the way they are, and ask why? I dream of things that never were, and ask why...