Othership is mastering intentional branding

This special edition of GOOD THINKING WEEKLY unpacks the 5 big lessons we learned on our inaugural live GOOD THINKING NYC TOUR. If you haven’t read the letter, it’s a good one. But rather than recapping the letter, we unpack our most important takeaways from the day.

Hit the links to skip to what strikes your fancy!

05:58 — The biggest themes from the tour—what kept showing up.

12:06 — Intentionality is the new baseline. The best brands are doing more.

18:07 — Why the consumer journey still matters—and where most brands miss.

23:56 — Retail as an experience lab: who’s getting creative, and how.

28:08 — From tiny touches to full-on immersion: experience wins.

30:13 — What today’s consumers expect (hint: it’s not just convenience).

32:30 — Pop-ups, collabs, and why they still work when done right.

36:20 — Retail’s AI era is here. It’s not about automation—it’s about brand.

43:27 — Respect your consumer. If you don’t, someone else will.

54:45 — IRL is having a moment. Smart brands are showing up in person.

Missing the letter this all ties back to? This way.

Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.

Chris writes a weekly newsletter for +14K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands | Follow her on Substack

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com