Live show videos
0:35InnovationInnovation vs.
optimization
1:03AIBrand authenticity
in the age of AI
1:08WorldbuildingMake your absurd
ideas believable
0:31What if?What brands can learn from sci-fi storytelling
0:35SubculturesWhat makes a
subculture?
0:57TimelessnessWhy Braun still
matters decades later
0:25CultureCompany values: the test that reveals what’s real
0:47InnovationTwo goals,
two mindsets
0:39AIWhy AI struggles to
create original ideas
0:38WorldbuildingHow Alien built a vast world from one small story
0:38What if?What is your big
provocative question?
0:47SubculturesBuild a subculture,
not just an audience
0:49InnovationHow best practices can
hold companies back
0:47AIMachines can create,
but are they creative?
0:45WorldbuildingConsistency
beats realism
1:02What if?Liquid Death’s unlikely branding strategy
0:56SubculturesConnect your brand to
what customers feel
0:41InnovationWhy companies
choose the safe bet
0:40AILateral thinking:
still important
0:54WorldbuildingWhy consistency
beats playing it safe
0:51What if?Embracing speculative
storytelling
0:57SubculturesBrand archetypes
vs subcultures
0:33InnovationBest practices are yesterday’s innovations
0:27WorldbuildingSelling
belief
0:35What if?Imagine the world your
company could create
1:06SubculturesPsychographic personas
vs. subcultures
1:18InnovationBest practices
kill originality
0:59WorldbuildingCan small brand moments change the world?
1:01SubculturesFind the subculture your audience belongs to
1:01InnovationMeasurement always falls behind innovation
1:25SubculturesBuild your brand
around a subculture
1:28InnovationThe invisible risk
of over-optimizing
0:54SubculturesWho would care if your
brand disappeared?
0:27InnovationThe biggest risk
is blending in
0:40SubculturesBrand subcultures:
why it matters
0:39InnovationReclaim time
for deep work
0:51SubculturesEvery brand
needs an enemy
0:41InnovationOptimization should
protect innovation
1:04SubculturesDefining your audience
by who you’re against
0:38InnovationInnovation means
defying best practices
0:51SubculturesDefine enemies to build a stronger worldview
1:02InnovationThe courage to
defy best practices
0:26SubculturesHarley-Davidson: symbols that go beyond logos
1:09InnovationTurning bold ideas
into business change
0:50SubculturesCrossFit & Peloton: powerful fitness subcultures
1:01InnovationWhen doing it wrong
becomes iconic
0:43SubculturesBuild a brand subculture with unshakable conviction
1:02InnovationRoot: the art shift that changed everything
0:38SubculturesWhen brands cosplay:
the authenticity trap
1:19InnovationThe RPG that made
rulebooks punk
1:11SubculturesPsychographics: when generalizations go too far
0:48InnovationArt history’s bold rejections changed everything
0:53InnovationAre we at risk of
losing brand magic?
1:02InnovationKnowing when to
break best practices
Item 1 of 54
You’re Not the Audience
Our show about brands, products & subcultures, hosted by Calvin Ross Carl.
All
Item 1 of 12
YNTA Highlights
Item 1 of 60