“ Let’s acknowledge first the pathetic reality that, when it comes to purpose, most of the world’s large organizations have cluttered themselves into a few conventional thematic territories. ”
“[...] A number of brands utilize the rhetoric “care for the world,” which seems like code for “doing a little bit less damage to the world.” [...] Herein lies the first spectrum of opportunity: to be a company that actually walks the walk.”
“[...] Every company in the world wants to be desirable and attract the best talent, coolness is an unspoken priority; every company wants to be cool. The need is there, but no big business will ever fill this gap. So who will own cool? The people. Cool always starts with revolutionary people. And cool is anti-establishment.”