Are you trying to influence Culture or a culture?

The scale is different. The distinction matters.

There is nothing but micro trends these days. Sometimes, things bubble up, and they capture the imagination of pop culture…but then they last for a really short time. In that environment, how do you really set yourself up to influence culture?

If your marketing is going to be trend-based, that requires a particular discipline and dedication.

Pick a direction and go all in. Half measures are where the true losses happen.

via The Sociology of Business from this chat (youtube link)