Episodios

  • Step Into A Positionless Future

    Step Into A Positionless Future

    · Future Commerce

    Optimove’s Pini Yakuel has a mission: Free the marketer. In this final episode, Phillip and Pini bring theory into practice with Rachel Parker from FDJ United (formerly Kindred), who orchestrated a three-year organizational metamorphosis to shed their assembly-line model for the positionless approach – and become much better suited for tomorrow.

    If episodes 1-4 were the philosophy, today, we bring you the playbook. Ready to set your marketing department free? Listen to the Decoded season 4 finale now.

    The Total Football EffectKey takeaways:Small, cautious steps often fail where comprehensive transformation succeeds.Anonymous surveys revealed FDJ’s teams were dissatisfied with assembly-line processes and hungry for broader responsibilities.AI enables faster delivery, leading to more opportunities for internal praise and success – and big boosts to team morale.Expertise still matters, but it's about expanding capabilities rather than rigid specialization.In-Show Mentions:Learn more about FDJ United (Française des Jeux)Associated Links:Learn more about Optimove’s platformsLearn more about Positionless MarketingCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • LIVE @ VISIONS NYC: “Five Thousand Years” Only Brands Survive

    LIVE @ VISIONS NYC: “Five Thousand Years” Only Brands Survive

    · Future Commerce

    A replay from VISIONS Summit: NYC featuring Future Commerce Co-Founder Phillip Jackson

    What happens when you bury the essence of an entire civilization fifty feet underground? Live from VISIONS Summit: NYC, Future Commerce co-founder Phillip Jackson takes us on an archaeological journey through time capsules—from the monuments of the Westinghouse's World's Fair to NASA's Golden Record floating through space. Through the lens of these cultural artifacts, we explore a provocative thesis: that commerce is culture, and in five thousand years, only brands will survive to tell our story.

    What We Buy Buys Us BackKey Takeaways:Commerce is culture: What we buy literally buys us back, shaping who we become as individuals and societiesBrands as time capsules: Companies like Westinghouse and Panasonic have created some of history's most comprehensive cultural documents through their time capsule projects, and brands are the most central figures in these critical containersThe psychology of consumption: Repeated exposure through performance marketing mirrors the spreading activation theory that drives curiosity and attitude formationCultural permanence: In an era of synthetic reality and AI, time capsules may represent the last authentic artifacts of human civilizationIn-Show Mentions:More from VISIONS Summit: NYCWestinghouse Time Capsules (1938 & 1968) - World's Fair, Flushing Meadows, QueensTime Capsule location in Flushing Meadows-Corona ParkPanasonic (Matsushita Electric) Time Capsule EXPO '70NASA's Voyager Golden Record ProjectThe "Story of the Westinghouse Time Capsule" bookVoyager Golden Record contents and imagesThe supermarket image on the Voyager Golden RecordAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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  • Rewind: Don’t Say Metaverse

    Rewind: Don’t Say Metaverse

    · Future Commerce

    Welcome to Future Commerce Rewind, where we compare stories in commerce today to episodes from the archives. This week, we’re playing back VISIONS speaker Justin Breton’s 2024 episode on Walmart Realm.

    When Walmart entered immersive digital experiences, it wasn’t chasing hype—it was rethinking how the brand shows up in everyday digital life. In this rewind from August 2024, Justin Breton, Director of Brand Experiences, shares how Walmart Realm launched as a gamified marketplace blending culture, commerce, and creativity.

    Since then, Walmart has scaled its virtual ambitions with “Walmart Discovered” on Roblox, real-world commerce in gaming, and the debut of “Walmart Unlimited.” What began as an experiment is now central to Walmart’s immersive commerce strategy.

    CTRL+ALT+CARTKey takeaways:Walmart Realm was never about conversions; it was about discovery. Today, Walmart's investments in platforms like Roblox and Spatial have validated that focus, with real-world commerce now integrated directly into those ecosystems.Justin avoided the term "metaverse," even when it was a buzzword. Instead, his team focused on familiarity and ritual, and that framing holds up. The strategy now connects digital shoppers with creators, brands, and immersive experiences they already love.Walmart has scaled its creator-driven experiences, including collaborations with Drew Barrymore and Netflix, helping drive co-created virtual spaces that reflect real-world partnerships.The early embrace of immersive storytelling now informs Walmart’s content commerce and livestreaming efforts, with shoppable moments and branded narrative arcs that feel more like cultural touchpoints than retail plays.With new initiatives like Walmart Unlimited and its expanded Spatial footprint, Walmart is setting the stage for a generation of consumers who see shopping as play, story, and community.Justin joined the lineup of speakers at VISIONS Summit: NYC this summer. Subscribe to our newsletters and check out our recap on Insiders to catch highlights from the event.Associated Links:Explore Walmart RealmCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • [DECODED] The Power of AI-Enabled Ambition

    [DECODED] The Power of AI-Enabled Ambition

    · Future Commerce

    Positionless marketing isn’t just a framework—it’s a return to how work once was: flexible, intuitive, and deeply human. In this episode, Phillip, Pini, and Optimove’s VP of Product, Shai Frank, unpack how cultural mindset, military experience, and generative AI converge to create teams that move with speed and creativity.

    Listen to decode how technology and ambition together can strip away organizational friction, empower self-sufficient marketers, and dramatically improve customer experience. It’s not about removing roles—it’s about removing blockers.

    Key TakeawaysPositionless marketing is more cultural than structural. It’s not about tearing down departments—it’s about cultivating people who take initiative without waiting for permission. That mindset, modeled after Israeli military culture, is what truly drives speed and creativity."Big-headedness" is a feature, not a flaw. Shai introduces the idea of “big-headed” employees—those who embrace ambition without being told—as essential to modern teams. In fast-paced orgs, initiative is a strategic asset.Creative execution is no longer gated. With tools like Optimove's Canvas and embedded brand controls, marketers can produce polished, on-brand campaigns without relying entirely on designers or developers.CRM is shifting from broadcast to orchestration. Instead of blasting segments, marketers can now trigger context-aware journeys that consider history, behavior, and optimal timing—raising the bar for customer experience.AI isn’t about acceleration alone—it’s about ambition. When friction is removed from creative and technical processes, teams don’t just move faster—they aim higher.Key Quotes“Being small-headed means you’re just an order-taker. A big-headed person says, ‘You asked for A and B, but I saw it also needed C and D, so I did that—and prepped for E.’ That’s what we look for.” – Pini Yakuel“Who said the first message should be the one you send? We don’t want to serve the first—we want to serve the best.” – Shai Frank“If it used to take eight weeks to get a campaign out, now it might take two days. That frees up time to actually be creative.” – Shai Frank“If you don’t create good customer experiences, people will leave. This isn’t a moral imperative—it’s survival.” – Shai FrankAssociated Links:Learn more about Optimove’s platformsLearn more about Positionless MarketingCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • Everyone Is Lying to You: The Trad Wife Industrial Complex

    Everyone Is Lying to You: The Trad Wife Industrial Complex

    · Future Commerce

    Bestselling author and journalist Jo Piazza is best known as the host of the Under the Influence podcast, which boasts over 25 million downloads. Piazza is the author of the upcoming thriller Everyone is Lying to You, which dissects the rise of ‘trad wife’ influencers and the multi-billion-dollar industry built on selling idealized domesticity.

    Drawing on her background in investigative journalism, which has covered everyone from Donald Trump to mommy bloggers, Piazza reveals how traditional values have become the latest form of performance marketing.

    Nostalgia As a Business ModelKey takeaways:"Everyone is lying to you. They're creating a magazine; they're creating a TV show. Most of this is not their real life. When you look at it like it's actually media and not a glimpse into someone's window, I think then you can let go of some of the guilt and the shame, but you're still going to buy the shit." - Jo Piazza [10:40]"The funniest thing about trad wives is they're encouraging all of these women to quit their jobs and rely on a man. I'm like, where are all these rich men that just want to make enough money to support a family? The average male income is something around $60,000 and the average American household spends $70,000. So the math does not add up in this equation." - Jo Piazza [19:12]"You can now rent entire houses for your influencer content. You can rent out a house with the beautiful kitchen and the pristine countertops. You can even rent a bathroom that's beautiful for your get-ready-with-me routine. And then [you can] shoot all of your content in it for one day. It's not your actual freaking house, but no one knows that." - Jo Piazza [13:31]"We're all brands. We're all trying to create something online. I'm very honest about this. I want people to buy my damn books. And so that means I have to post on social media." - Jo Piazza [26:35]Associated Links:Order Everyone Is Lying to You by Jo PiazzaCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • [DECODED] Unblocking the Exploration–Exploitation Dilemma

    [DECODED] Unblocking the Exploration–Exploitation Dilemma

    · Future Commerce

    Organizations love to optimize—but often forget what, or who, they’re optimizing for. When teams are built around internal structures rather than customer outcomes, even the best strategies become slow to adapt.

    Author and data analyst Neil Hoyne and Pini Yakuel explore how behavioral rigidity, not technical limitations, holds most companies back. Drawing from principles in Neil Hoyne’s book, Converted, they argue for a shift toward systems that favor adaptability, exploration, and proximity to the customer. Because in a world shaped by AI, the real competitive edge is not just speed—it’s staying meaningfully connected to the people you serve.

    Key TakeawaysWhen roles become identities, organizations lose flexibility. Over-specialization makes it harder for teams to respond to evolving customer needs.Behavioral defaults—not tech—often slow teams down. Loyalty to familiar workflows or team structures can block innovation, even when tools are available.AI works best when aligned with real customer strategy. It’s not a shortcut or a strategy in itself—it’s a multiplier for what actually matters.Customer-centricity requires outcome-driven teams. Structuring around internal functions, rather than external impact, leads to misaligned incentives.Small shifts in ownership create big changes in experience. Empowering teams to work across silos—even partially—brings them closer to the customer, and closer to results.Key Quotes[00:13:50] “Marketing teams don’t just bake bread—they are bread. It’s not just what they do; it’s who they’ve become. So when the shift happens—when the customer wants cupcakes instead—they miss it entirely. Because they weren’t watching the customer. They were defending the bread.” – Neil Hoyne[00:21:13] “If your strategy is ‘use AI better than the competition,’ you don’t have a strategy.” – Neil Hoyne[00:25:46] “Accelerate what already works. Tactics are multipliers, not miracles.” – Pini[00:46:47] “Positionless isn’t binary. Can you let a team own 10% of something, start to finish?” – Pini Yakuel[00:51:39] “We’ve gone too far into specialization. It’s time to bring back the craftsman.” – Neil HoyneAssociated Links:Learn more about Optimove’s platformsLearn more about Positionless MarketingRead Converted by Neil HoyneCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • True Classic Wants to Be a 200+ Year Old Brand

    True Classic Wants to Be a 200+ Year Old Brand

    · Future Commerce

    Join us for a live session from The Whalies in LA with Bryan Cano, Head of Marketing at True Classic, on a recent meteoric rise to an $850M valuation. Bryan reveals how True Classic is democratizing AI adoption across their organization by turning every employee into a technology architect and maintaining human empathy that drives authentic brand connection. We explore how tactical innovation serves a grander vision: transforming from a men's apparel company into a cultural force that builds confidence and community for decades.

    Maybe AI Can Make Us More Human

    Key takeaways:

    AI democratization beats top-down mandates: True Classic's most successful AI implementations emerged organically from employees identifying their own repetitive tasks, then building weekend solutions that eliminated Monday-morning drudgeryThe three-pillar AI framework: An approach that includes Generative (content creation), Operational (workflow automation), and Insights (proactive business intelligence) provides a comprehensive structure for organizational AI adoptionCentury-scale vision transcends tactics: Brands seeking longevity must graduate from channel arbitrage to culture creation. By moving beyond riding existing cultural waves to generating entirely new categories, they can win and keep customers for yearsEmpathy becomes a competitive advantage: As AI handles data analysis, human intuition and emotional intelligence become the irreplaceable differentiators in brand strategy and customer connection[00:17:20] “AI isn’t going to eliminate our jobs. It’s going to push our brains to the absolute limits. We’ll have to use our imagination more than we ever have.” – Brian Lange[00:17:49] “It’s going to make us more empathetic
 As marketers, we’ve obsessed over the data. AI lets us return to thinking about the customer—their life stage, their needs, their emotions.” – Bryan Cano[00:27:09] “Just how Apple made technology accessible, we want to do the same for style and confidence. We want it to be effortless.” – Bryan Cano

    Associated Links:

    Learn more about True ClassicLearn more about Triple WhaleCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • [DECODED] Your Positionless Future is Limitless

    [DECODED] Your Positionless Future is Limitless

    · Future Commerce

    Phillip and Pini decode the implications of operating in a world where generative AI acts as both creative partner and analytical assistant. The walls between departments are dissolving. Roles are becoming more flexible. Tools are learning faster than their users. And the new creative process starts with a prompt.Key TakeawaysAI is now the default creative and analytical partner—prompting, planning, and predicting across workflows.The boundary between job functions is vanishing. Designers analyze data, data scientists shape stories. You no longer need to be a specialist to do specialized tasks.Context collapse is real. But AI is rapidly learning how to avoid it.Generalists who can flex across roles (with help from AI) are the new MVPs.Curiosity beats credentials. The only requirement is a mindset that’s open, iterative, and unbothered by a little ambiguity.Key Quotes“It gives you back hours and hours and hours of time... and it’s $100 a month. That’s ridiculous.” – Pini Yakuel“I used to look for excuses to use AI. Now it’s part of my all-day, every-day routine.” – Phillip“You can’t be creative if you can’t lie. And now the computer can lie.” – Pini Yakuel“Instead of having positions, we’ll have roles. You might be 80% designer—but you’ll need to do data too.” – Pini Yakuel“Hire for attitude, not skill. New skills can always be acquired if you have the right mindset.” – Pini YakuelAssociated Links:Learn more about Optimove’s platformsLearn more about Positionless MarketingCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

  • *TEASER* AGI and Brain Hemisphere Surgery

    *TEASER* AGI and Brain Hemisphere Surgery

    · Future Commerce

    Get ad-free episodes and bonus content, including the full recording of this podcast, by joining Future Commerce+ at futurecommerce.com/plus

    Access to our new Word of Mouth Index with Fairing, a brand new member benefitSave 15% on Future Commerce print journals and merchExclusive invites to physical events, dinners, and priority invites to industry events (SXSW, Art Basel, VISIONS)Ad-free episodes and bonus content!
  • Brands After Vibes: Branding in the Days of Slop

    Brands After Vibes: Branding in the Days of Slop

    · Future Commerce

    What happens when everyone becomes a brand for fifteen seconds? And what happens after brands become nothing more than ambient frequencies in our endless scroll? Today, we’re running back the highest-rated talk from VISIONS: LA.

    Emily Segal (K-HOLE, Nemesis) presents groundbreaking research on the post-peak vibe era, exploring what comes next when brands can no longer hide behind mood boards and atmospheric storytelling. From “strawberry girl summer” to “rodent boyfriend energy,” we've reached the absurdist endpoint of vibe-driven commerce
but what emerges from the wreckage of algorithmic sentiment monitoring?

    The Death of Vibes and What Comes NextKey takeaways:Post-Peak Vibe Reality: We've moved beyond brands as storytellers to brands as frequency emitters, where TikTok and Spotify algorithms understand our emotional states better than therapists, creating a landscape of "slop"—low-grade AI material that looks the part but doesn't feel authentic.The Algorithmic Gaze: Vibes aren't just cultural phenomena—they're how we see the world through machine learning's eyes. When we catch a vibe, we're processing information like an auto-encoding algorithm, making certain perceptual elements more obvious while obscuring others.Heritage as Just Another Vibe: Even attempts to escape contemporary vibe culture through "authentic" heritage branding ultimately become vibes themselves. There's no outside to the constant vibe machine, and stealth wealth still leaves traces of exposure.Three Paths Beyond Vibes: The future belongs to brands that are either impossibly dense with human labor (too substantial to reduce to vibes), exceptionally simple (pure speculative energy), or deliberately incoherent (escaping algorithmic detection entirely, like dazzle camouflage for brands).

    Join the visionaries forming tomorrow’s culture through commerce at VISIONS Summit: NYC. Step into the future for 50% OFF with discount code AFTERVIBES.

    Associated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceEmily Siegel's Substack: nemesisglobal.substack.comRegister for Vision Summit NYC with code "aftervibes" for 50% off at FutureCommerce.com/visions

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • [DECODED] Positionless Marketing: Enter the Age of Hyper-Execution

    [DECODED] Positionless Marketing: Enter the Age of Hyper-Execution

    · Future Commerce

    In this kickoff episode of Decoded, Phillip Jackson sits down with Pini Yakuel to explore the concept of "positionless marketing" — a radical rethinking of how marketing teams operate in an AI-powered world. Drawing inspiration from the evolution of positionless basketball, Pini argues that marketing, like sports, is evolving toward roles defined by agility and capability, not titles or silos. The conversation weaves through leadership, startup culture, and how Optimove is enabling marketers to work faster, smarter, and more autonomously.

    Key TakeawaysPositionless marketing is a mindset — It's about autonomy, adaptability, and eliminating bottlenecks, not just rearranging the org chart.Modern teams thrive when roles are fluid — Inspired by positionless basketball, today’s marketers succeed through cross-functionality and creative flexibility, not rigid specialization.Gen AI is the new creative exoskeleton — Like an Iron Man suit, AI tools enhance marketers’ abilities, enabling faster, smarter, and more creative execution.Speed is the native language of startups — Startups operate positionlessly by necessity, while legacy orgs must dismantle silos and empower self-service to keep up.Positionless isn’t chaos—it’s craftsmanship — The best managers focus less on blocking and tackling, and more on elevating outcomes by distributing capability and unlocking human potential at scale.Key Quotes[00:12:25] “Let’s look at the Renaissance man... the celebration of the wide gamut of human talent — that’s what this could be.” – Pini[00:24:53] “It’s not that departments will disappear. It’s that the type of work they do will start to change.” – Pini[00:26:23] “Almost every person in our exec team started their job at Optimove by writing SQL.” – Pini[00:30:12] “A team should be small enough to be fed by two pizzas — and fully autonomous.” – Pini (on the Bezos principle)[00:34:07] “You’re already positionless — that’s why you get to focus on what actually matters: the work.” – Pini, on Phillip’s agile team setupAssociated Links:Learn more about Optimove’s platformsLearn more about Positionless MarketingCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • Everything Must Merge

    Everything Must Merge

    · Future Commerce

    Massive acquisitions—from Skechers to Touchland to Foot Locker—aren’t just headline fodder; they reflect deeper shifts in how value is defined in commerce today. Phillip and Brian explore what this means for brand identity, consumer behavior, and retail strategy, while diving into everything from Ghost Nutrition’s licensing fallout to how Ozempic might reshape fashion trends. It’s all a signal: the future of commerce is being redrawn across culture, tech, and even your closet.

    The Skechering of CommerceKey takeaways:The recent wave of M&A is less about scale, and more about strategic repositioning.Ghost Nutrition’s licensing phase-out may challenge the brand’s original cultural cachet.City Furniture proves sustainability investments can directly boost profitability.Weight-loss trends like Ozempic are subtly altering fashion preferences and product demand.Context—not trend—is becoming the driving force in personal style and shopping decisions.[00:01:41] Phillip: "Everything is an ad unit. That’s the new wild future we have for you."[00:05:15] Brian: "Skechers was also acquired this month... $9.4 billion."[00:27:04] Phillip: "If you want your Ghost Nutrition stuff, you better stock up."[00:47:00] Brian: "Context is taking dominance again ... That’s our next move in fashion."Associated Links:Check out Future Commerce on YouTubeCheck out Future Commerce Plus for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • [After Dark] SINNERS: Wooden Nickels, Gold Sovereigns, and the Price of Power

    [After Dark] SINNERS: Wooden Nickels, Gold Sovereigns, and the Price of Power

    · Future Commerce

    Join the Membership: futurecommerce.com/plus and save $10 on your first month with code AFTERDARK

    Wooden nickels, gilded sovereigns, and a juke-joint cash drawer. We peel back the layers of Ryan Coogler’s SINNERS to show how currency turns into control—and why plantation scrip still echoes in today’s loyalty points. Get the full breakdown and bonus notes with Future Commerce Plus.

    Join the Membership: futurecommerce.com/plus and save $10 on your first month with code AFTERDARK

  • Commerce as Sacred Symbol

    Commerce as Sacred Symbol

    · Future Commerce

    Live from Los Angeles, Phillip and Brian explore bizarre and brilliant intersections of commerce and culture of late, from commerce themes in Sinners to pope merch to DIY luxury. In an episode that’s part futurist insight, part sacred absurdity, they connect the dots between retail psychology, meme theology, and trade policy. PLUS: Phillip and Brian head to The Whalies with Triple Whale. Coming up on the show, catch their live interview from The Whalies with Bryan Cano of True Classic!

    High Church, Low InventoryKey takeaways:The Commerce of Catholicism – Pope transitions now drive digital engagement, pilgrimage surges, and resale markets. Welcome to the Vatican's Shopify moment.Tariffs as Theater – The recent 90-day tariff reprieve reveals how uncertainty fuels deal-making and could permanently reshape global economic alliances.Contentification of the Sacred – From Conclave to meme lore, the papacy is now part of the entertainment-industrial complex, raising questions about the role of narrative and brand in modern faith.DIY is the New Luxury – Phillip’s journey from $300 Instagram pants to $6 Goodwill masterpieces signals a cultural shift: recession-core meets personal branding.Slop is Dead (Maybe) – Brian drops a bold claim: participatory lo-fi media has peaked. What’s next? Meaningful myth, meta-modern storytelling, and high-context digital ritual.[00:06:27] “Once you hit the limit with your product, you start to look at category expansion. You have to ask the ‘why’ questions.” – Brian[00:52:45] “The way we relate to culture is through the commerce experience of it—when an American lens is applied.” – PhillipIn-Show Mentions:The Senses: I Vatican’t Believe These PricesInsiders: Language GamesAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • *TEASER* Mustache Twirls and Bunions

    *TEASER* Mustache Twirls and Bunions

    · Future Commerce

    Get ad-free episodes and bonus content, including the full recording of this podcast, by joining Future Commerce+ at futurecommerce.com/plus

    Access to our new Word of Mouth Index with Fairing, a brand new member benefitSave 15% on Future Commerce print journals and merchExclusive invites to physical events, dinners, and priority invites to industry events (SXSW, Art Basel, VISIONS)Ad-free episodes and bonus content!
  • Cringe Sincerity and the Return of eBay

    Cringe Sincerity and the Return of eBay

    · Future Commerce

    Phillip and Brian bring hot takes on eBay’s Met Gala presence, the latest tariff turmoil, and the future of autonomous driving. PLUS: Dissecting Warren Buffet’s retirement and new research on Gen Z vs. Millennial communication trends.

    The Y2K Bug Zapped Us Into PostmodernismKey takeaways:Trends that feel like youth trends are actually just internet trends. Their effects are now felt across generations, not siloed age groups.There has been a shift from modernism to postmodernism, and in turn, sincerity to ironic insincerity.Boy Meets World: 25 years after its series finale airs, we reflect on its sitcom era as a marker of TV’s transition from modernism and sincerity to postmodernism and ironic insincerity. Kendra Scott taps into Gen Alpha.eBay returns to Brian’s radar and then sponsors the 2025 Met Gala. Coincidence?“Understanding the society in which you live, and the cultural moment taking place, is taken for granted a lot.” – Phillip“The Y2K bug was actually just the end of sincerity.” – Brian“We’ve leaned so far into cheap goods for so long, there might be a memetic cycle happening now where we lean back into goods that are durable.” – Brian“Autonomous driving is extraordinarily disruptive—just like AI is for information, AVs are for how we live, plan cities, and think about ownership.” – PhillipIn-Show Mentions:The Guardian: Gen Z Is Turning to Voice NotesDirt.fyi: The State of A24Titan Caskets: Grave ConversationsWaymo Partners with ToyotaAssociated Links:Check out Future Commerce on YouTubeJoin Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • The Great Consumption Crisis

    The Great Consumption Crisis

    · Future Commerce

    Brian dials in from B2B Chicago, Phillip gets existential, and Alicia Esposito returns to the show and makes her debut as the newest member of the Future Commerce team. This week, we unpack music festivals’ escalating cost of participation, Coachella as a retail laboratory, and how looming global trade challenges overconsumption. PLUS: The auto industry experiences a rare analog awakening.

    It Was Big Hibiscus All AlongKey takeaways:70% of B2B purchasers are Gen Z or Millennials.Tariffs are a real threat – Brands are bracing for supply chain disruption, with some using tariff warnings as marketing FOMO triggers.Future Commerce analyzes the overpriced festival craze on Insiders #190 and Insiders #191.The draw to Coachella? It’s not music, or $30 Dave’s Hot Chicken sandwiches. It’s vibes.The Slate Truck represents a broader cultural trend toward digital detox and reverse skeuomorphism, bringing real-world, tactile experiences back into the digital age.[00:04:07] “Digitalization came for B2C and we didn’t say anything. And now it’s here for B2B.” – Brian Lange[00:15:17] “The reckoning has been coming for a long time. Overconsumption isn’t just a consumer issue—it’s a systemic one. If the climate crisis didn’t spark change, what will?” – Phillip Jackson[00:16:57] “At what point will the cost of participation outweigh the value of participation to the point where it's like, well, what am I even doing this for?” – Alicia EspositoIn-Show Mentions:Insiders #191: City of Coachella: Population: In Debt Insiders #190: Is Coachella Buzz Brands’ Supply Chain Friend or Foe? Politico: How Gen Z Became the Most Gullible GenerationAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • Praying To AI in A New Cultural Climate

    Praying To AI in A New Cultural Climate

    · Future Commerce

    Phillip and Brian dig into the cultural implications of AI’s new role—not just as a tool, but as a confidant, a co-pilot, and even a therapist. They also get into the Kraft Heinz x A1 viral moment, trade war disinformation on TikTok, and how AI-fueled consumer aesthetics are transforming luxury. Plus: A new HBR report shows “therapy and companionship” is now the top use case for GenAI. What does this mean for society and us as individuals?

    The Secret’s in the SauceKey takeaways:Kraft Heinz's real-time A1 ad proves responsive marketing now competes on cultural speed.“Therapy and companionship” is the top AI use case of 2025—raising serious questions about trust and emotional outsourcing.TikTok disinformation and fake Birkin bags signal a new era of aesthetic manipulation and consumer mimicry.Agentic AI use cases like coding and life management are accelerating due to new protocols like MCP.The interplay of commerce, identity, and AI isn’t theoretical—it’s already reshaping real-world buying behavior.In-Show Mentions:Order LORE by Future CommerceHarvard Business Review’s 2025 GenAI Use Case StudyKraft Heinz x Mischief “For Educational Purposes Only” adAll-In Podcast tariff debate featuring David Sacks and Ezra KleinTikTok’s disinformation around luxury goodsAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • Everything, Everywhere, All at Once

    Everything, Everywhere, All at Once

    · Future Commerce

    Andrew McLuhan—author, speaker, and steward of The McLuhan Institute—shares rich, mind-bending perspectives on the current state of culture, media, connection, and commerce. Drawing from a generations-deep intellectual legacy forged by media theorist and philosopher Marshall McLuhan, Andrew explores what it means to live in a world electrified by complete digital immersion.

    A New Medium Is A New CultureKey takeaways:“I quickly discovered that it’s easy to overwhelm people with too much information. It’s almost the worst thing you can do, because you lose them, and it can be hard to get them back.” – Andrew McLuhan“It’s much easier to teach people one thing at a time than it is to teach them ten things at once.” – Andrew McLuhan“‘A poem can’t mean something that it doesn’t mean to you.’ Which is kind of deep, but it’s not the cop out that you think it is.” – Andrew McLuhan, quoting T.S. Eliot“Marshall McLuhan saw that through human history we’ve been influenced and steered by the structure and nature of our innovations more than by what we’ve done with them. A new medium is a new culture.” – Andrew McLuhan“We don’t like finding out how we’re being used.” – Andrew McLuhan“Commerce is a form of media. It is manipulating people in some way and people are being shaped by it.” – PhillipIn-Show Mentions:How People Are Really Using Gen AI in 2025 – Harvard Business ReviewOther Harvard Business Review pieces:Personalization Done RightThe Consumer Psychology of Adopting AIEric McLuhan’s Taking Up McLuhan’s Cause – re-releasedThe McLuhan InstituteAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and to save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

  • The Next Wave of Marketers: Curious, Collaborative, Chaos-Embracing

    The Next Wave of Marketers: Curious, Collaborative, Chaos-Embracing

    · Future Commerce

    Live from Optimove Connect, Brian sits down with Optimove CEO Pini Yakuel and Nikolas Badminton, Chief Futurist at Futurist.com, to unpack the philosophical and practical implications of 'positionless marketing'—a radical rethink of organizational roles in the AI era.

    Mind Over MechanismKey takeaways:Positionless is Power: The most innovative organizations won't be flatter—they'll be fluid. Roles dissolve; talent flows where it’s needed.AI Is the New Intern: It drafts, it preps, it gets you started—but the genius still has to come from you.Old Process ≠ New Potential: Layering AI on legacy workflows just speeds up your inefficiency.Control is a Creativity Killer: Let go of silos, turf wars, and micromanagement. The next gen of leaders will trust, not gatekeep.The Kids Are Alright—and in Charge: Within 10 years, new mindsets will lead. Curious, collaborative, and chaos-embracing.[00:04:48]: “Startups get stuff done because you're positionless. One day you're marketing, next day you're writing code. That’s how you beat the big guys—speed and fluidity.” – Pini Yakuel[00:08:03]: “We create the tools, and the tools create us.” – Nick Badminton[00:14:44]: “New tech + old process = expensive old process.” – Nick Badminton[00:11:50]: “Friction is what makes life life.” – Brian LangeAssociated Links:Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future Commerce

    Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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