Cultural investing is about understanding where people—whether consumers or businesses—are going to spend their time and money in the future.
It’s all rooted in studying behaviors because behaviors turn into norms, and norms shape culture.
Honestly, the philosophy hasn’t changed much since I started. Whether it’s B2B or consumer-focused, it all boils down to the people, the accuracy of the thesis, and predicting which behaviors will become a part of popular culture.
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