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The cult of real culture. I am absolutely obsessed with this word, culture. So much so, that in 2011 I sought out to build a company whose sole purpose was to create a cultural movement around a core set of values.
The reason for that is I believe wholeheartedly that brands, very similar to individuals, are constantly changing, constantly evolving as we experience new things. As we succeed in life, as we fail in life, as we hire new people, as we produce new people.
I think that's very important that brands recognize that and don't get caught up in time and place.
Filmed at PSFK’s CXI 2018 conference: psfk.com