GOOD THINKING

We've talked a lot about bravery on this podcast—what it looks like, how it feels, and why the brands that have it are winning.But brave (or courageous) brands don’t happen without courageous leaders. And courageous teams.So we were excited to chat with Ryan Berman, host of The Courageous Podcast, and expert on brave brands and brave behaviors.We talk all about leading through uncertainty (hello AI, hello tariffs, hello world order), building the kind of team that doesn’t freeze or squash greatness when it’s needed most, how teams get unstuck, how polite culture kills bold ideas, and I ponder if social media managers might be the most future-ready leaders we’ve got.This episode is one giant reminder that courage isn’t a campaign. It’s a muscle. Use it or you lose it, as my pilates instructor loves to say.There’s a lot of wisdom, a little therapy, and a surprising rugby metaphor by yours truly.Meet Ryan BermanRyan is a friend and the founder of Courageous. He’s spent 25+ years helping brands make braver decisions—before they’re forced to. He’s counseled leaders at Snapchat, Kellogg’s, Kraft Heinz, and Bausch & Lomb.He’s done keynotes for just about everyone you can imagine. And his three-part framework—Knowledge × Faith × Action—builds courage from the inside out, so you can show up as the brand the world actually wants.Ryan has interviewed over 220 guests—everyone from Navy SEALs to CEOs, astronauts to his 9-year-old—all on the topic of courageous leadership. (He once interviewed us, too. Give it a listen!) So, he’s a bit of an expert. And couldn’t be a nicer person to talk to about handling the ‘future’ we’re all currently walking into.Enjoy!Hit the links to skip to the bits you fancy01:39 — THELMA, LOUISE & RYAN // Meet Ryan, a career fear-fighter.05:40 — 220 INTERVIEWS, ONE TRUTH // The most surprising insight from Ryan’s 220 podcast conversations.11:25 — KNOWLEDGE × FAITH × ACTION // Ryan’s three-part framework.18:15 — SLOW IS SMOOTH, SMOOTH IS FAST // Why courageous teams should pause before they race ahead.22:45 — IDEAS NEED LEADERSHIP // Courageous ideas die without courageous leaders.25:55 — GOAT = GREATEST OF ALL TEAMS // Time to reframe GOAT. Are you working in one? If not, the first thing to ask is: why not?34:10 — THE AGENCY DEATH SPIRAL // Is all creative work headed in-house? Is the agency to in-house back-and-forth cycle over? What still works about external partnerships—and what doesn’t.41:05 — THE LONELY CMO // It’s lonely at the top. And that’s worth talking about.44:45 — WELCOME TO WORRY WAR II // How panic is distorting strategy, and why a clear North Star is more necessary than ever.48:20 — AI SIDEKICKS & CLARITY OVERLOAD // You’re not leading an 80-person team. You’re leading 160. Every human employee now has an AI assistant, and how that changes things.50:16 — THE REAL COST OF “POLITE” // What’s the conversation your team keeps avoiding?52:02 — PERFORMANCE ≠ PREFERENCE // AI is about to make every brand an expert marketer. Your ability to optimize won’t be your differentiation.53:30 — COURAGE IS A MUSCLE // Bravery isn't a campaign. It’s something you have to practice. Daily. And it does get easier.55:12 — SOCIAL TEAMS & FEARLESS LEADERS // Why social media managers might be the most prepared to be fearless leaders in the new era of AI.Huge thanks to Ryan for joining us. Find him at ryanberman.com, on LinkedIn, or listen to The Courageous Podcast wherever you get yours.That’s all, folx.If you liked this one, hit the heart. The algo and I appreciate it.PS. If you prefer Apple, Spotify, or YouTube, you can listen there too.If you liked this, you might like this episode, too. ABOUTChris 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 +15K 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

We’re back with another episode of GOOD SIGNS—a monthly round-up of 4 letters, looking at what’s bubbling up.Again, we’re not calling these trends. That’s way too heavy for a month’s worth of content. These are signals, patterns, counter-trends. Stuff that’s emerging, continuing, sticking out, or simply, what we’re finding interesting in the last month.Enjoy! And let us know what you think.Skip to the bits you fancy.12:45 — GIVING GENEROSITY // This isn’t about the ‘purpose economy’. And it’s not just utility. Brands are leading with generosity. The brands winning aren't selling dreams. They're solving problems. They are moving from an extraction mindset to one of contribution. In a world that feels busy and transactional, these brands are showing up with something genuinely useful before asking for anything. And it’s resonating.Places it’s showing up:* Bold Bean Co. free beans for Glastonbury-goers on the late train.* Gymshark’s patch-sewing station for Hyrox finishers.* IKEA’s well-designed grab bars and step stools for Silvers.* Zara’s Travel Mode.* Hinge’s $100/month for staff to go on dates + “Your Turn Limits” to reduce ghosting.Pendulum Swing → In parallel, we’re seeing pure, unadulterated indulgence moments win.* The $60K Pan Am experiences.* Xenon-assisted Everest climbs.* Ritz-Carlton’s Luminara yacht.* Capital One Lounge’s 45-min JFK cheese tastings.219:47 — THE REAL ISSUE // Trust isn’t something you declare—it’s something you earn over time. And it’s becoming a premium product. As AI floods content feeds and creators fight for reputation over reach, trust and realness have become valuable commodities. But this isn’t just about being transparent. Imperfection is a competitive advantage. And you’re hard-earned reputation is a strategic position not to be messed with. There are many levers of trust and realness and they all have more value than ever.Where it’s showing up:* @babytamago and Kerrygold’s unpaid influencer trip.* Emily Sundberg’s J.Crew rebuttal.* Adidas’ ‘She Breaks Barriers’ campaign shot by a childhood friend.* Dr. Squatch’s scrappy, gives-no-fs style.* Fanatics Fest removing the barriers between you and your idols.* McDonald's social manager breaks the 4th wall.* Steve Madden's "blunt, uncle-esque charisma."Pendulum Swing → AI influx is here. From cheap, unhinged fever dream content to brand-owned AI influencers. We’re in for a lot of ‘it’s not real but we don’t care’ energy.* Kalshi’s “AI fever dream” ad.* AI influencers on the horizon.329:51 — MAINSTREAM REBELLION // Whole industries are being remade as people reject legacy gatekeepers. From education to sports, finance to fashion, the alt is the main event. New institutions are emerging, and they don’t need credentials to hold power. There's a wholesale rejection of established authority manifesting across every category. People aren't just seeking alternatives—they're actively hostile to anything that feels institutional or mainstream.Where it’s showing up:* Base44’s inception to $80MM sale in 6 months.* ATHLOS League, where athletes are owners, not just players.* Outro Health + PainWaive off-boarding people from big pharma.* Texas investing $50M in psychedelic research.* Dishoom Hotel + Jacquemus parasols at Jondal.* OnlyFans means adult content is no longer owned by the big players* Oura’s “Give Us the Finger” campaign put users in control.* 25% of Gen Z say destination dupes feel "trendier" than originals.* Linq’s revenge porn startup flips the control.Pendulum Swing → Institutions can evolve, not just collapse. Some traditional players are adapting instead of dying—meeting new expectations without abandoning their roots.* What made Pam Am great was never just the plane and the logo. It was the difference in the offering.* Higher ed will be reframed as ‘thinking gyms.’* Flag football + youth leagues are evolving a sport for the times.439:26 — CHOOSE YOUR OWN VELOCITY // Taste is moving faster than strategy. Influence is flowing laterally—group to group, comment to comment. Fandoms rule the world. Consensus is building in real time. And momentum is spreading through word-of-mouth, not brand decks and marketing campaigns. And how you respond to this matters. Brands need to choose their own velocity adventure.Where it’s showing up:* Creatine > Collagen — The hive of anecdotal evidence is driving trends versus what corporations are marketing.* Snap’s Saturn is built for velocity and visibility.* Gen Alpha’s voice-only habits.* Fred Again x Skepta’s Twitch-to-YouTube album release.* Corporations will enable employees to create vibe products.Pendulum Swing → Not everyone is racing. Some are investing in longevity—in storylines, slowness, and staying power.* Belmond’s timeless luxury.* Nike’s Breaking 4 campaign.* Adidas’ Superstars with Samuel L Jackson.* Vera Bradley + Drunk Elephant. But be warned: if you try to play in the fast lane but don’t understand it, it will bite you.546:30 — PUSHED TO BE BETTER // AI is no longer automating the obvious; it’s learning “style” and “flair.” Perhaps, teaching the machine the fringes of creativity doesn’t kill it. Maybe, just maybe, it raises the bar.Where it’s showing up:* Owl.ai judging “style,” allowing athletes to focus on flair, not penalties.* AI influencers will push real influencers out of GRWM mediocrityPendulum Swing → The rise of moments the algorithm still can’t grasp or reach. Presence, or hyper-personal craft, becomes the point.* Wimbledon’s bespoke gifts.* Boardroom’s invitation-only members' club.The four letters referenced in this episode:Steve Madden is beloved by TikTok girlies.Loewe x The Grateful Dead. Worried? Alphas and Zs are killing brands. Is Erewhon moving to Paris?ABOUTChris 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 +15K 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.PS. If you prefer Apple, Spotify, or YouTube you can listen there too. 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

What really happened at Cannes 2025? We break down the brand experiences that mattered—and the ones that fell flat. From Pinterest’s immersive takeover to Google’s elusive events, here’s our full recap with real talk, real insights, and everything we wish brands knew.THIS WEEK’S EPISODE:* 02:01 — Pinterest brought their brand to life 88 ways when most didn’t do 1—and won.* 08:37 — Female Quotient wins for most actionable takeaways.* 14:03 — COLLINS House managed the one thing lacking everywhere else: atmosphere.* 20:19 — TikTok’s team wins for best understanding of guest experience.* 24:38 — Canva did 3 things very right: visual identity, swag & gatherings.* 28:09 — LinkedIn was dialed in. And packed it with a brand’s best friend: good staff.* 32:35 — Brands & Culture became our de facto hub—something desperately needed.* 35:49 — Yahoo’s team built something very cute. But it lacked one crucial thing.* 38:25 — Sports Beach was a popular destination. But they had a plan for it.* 39:56 — Marriott had the right talent. But they misunderstood the assignment.* 42:29 — Brand Innovators continues to crush it. But dear lord, that logo.* 45:15 — BCG wins for the lowest ceilings in the history of all events.* 47:09 — Goals House: the coolest crowd and chillest vibe came together over impact.* 49:09 — Sunday Dinner gathered and bonded people—no small feat.* 50:50 — Google, the impossible hard ticket. But why?* 52:10 — Thrads: Young guns with a Rolls-Royce and a robot dog.* 54:09 — Inkwell winning with an important message.* 55:42 — A few quick thoughts on Substack. Invisible yet there.* 57:05 — The hottest ticket: the closed-door sessions.* 58:10 — Kirsten tells us about judging Young Lions* 59:08 — Little notes on Amazon, Tubi, Snap Meta, DoorDash, and more.* 01:02:20 — 10 hot takes on what needs to happen next year.ABOUTChris 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 +15K 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 SubstackPS. If you prefer Apple, Spotify, or YouTube you can listen there too. 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

In this episode, we chat with Hilary Dubin and Caroline Vasquez Huber, the founders of Jones, about how they’re re-imagining the healthcare space (spoiler: they consider themselves a wellness & beauty brand). And along the way, we get into some of our favorite topics: shame (a topic we also tackled in a recent episode with strategist and cultural futurist, Jasmine Bina), gratitude, and vulnerability.Jones is building a suite of cessation products, from mints to an app, but it’s bigger than that. They are re-defining what it means to be a Quitter. And giving us a great example of how healthcare is changing.Huge thanks to Caroline and Hilary for chatting. Give Jones a follow on Instagram and TikTok. And if you happen to be looking to quit, this is just the tip of the iceberg in terms of resources:* The benefits of quitting vaping.* The science behind Jones' app.* And the ultra taboo question: Will I gain weight?ABOUTHosted by Chris Danton and Kirsten Ludwig, this show cuts through the noise, pulling sharp insights from across retail, tech, F&B, wellness, travel, sports, beauty, and more. No silos, no fluff—just the most relevant trends and strategies shaping business today.Subscribe to the best brand and marketing on YouTube and to GOOD THINKING on Substack to get the sharpest insights delivered every week.PS. If you prefer Apple, Spotify, or YouTube, you can listen there too. 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

Robbie Bent and his 4 co-founders didn’t just build a wellness brand—they've built an emotional experience people cry in (literally).In this episode, we go deep on the origin and evolution of Othership: how it went from backyard ice baths to a multisensory space where people breathe, feel, and transform.We talk about building a 100-year brand, the power of consistent design, why vulnerability is a strength, and how Othership became a space for everyone—not just the “wellness elite.” Whether you’re building a business, a community, or a category, this one’s packed with insights.Skip to the bits you fancy:01:54 — BACKYARD BATHS // Othership’s journey begins in a backyard, with a few baths. 04:00 — SAUNA LOVE STORY // How a sobriety journey and a Valentine’s Day date turned into an emotional wellness movement. 11:04 — SCIENCE NOT SPIRITUALITY // We chat about why the language brands use is critical. 12:12 — EMOTIONAL GYMS // A future where emotional wellness classes are as normal as SoulCycle—Robbie’s 100-year vision. 16:54 — VULNERABILITY FOR ALL // It’s not just tech bros crying in saunas. But why that diversity is a good thing. 20:43 — BRICK & MORTAR BATTLES // The unseen complexity of scaling a business that has walls. 25:05 — EVERY DETAIL MATTERS // Custom scents, audio, even receipts—why obsessive brand execution is the the secret to success. 29:15 — THE SECRET SAUCE // The one big lesson every brand can learn from Othership’s journey. 30:37 — FRIENDSHIP FIRST // How to make a 5-founder model work. How co-founding with your partner and friends can work—if you're willing to do the hard stuff. 37:07 — QUICK FIRE STARTS // Robbie answers our lightning round. 46:32 — THE BIG TAKEAWAYS // Kirsten and I get into our big takeaways from the conversation.ABOUTChris 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 SubstackAny missing links, check the 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

This week, we’re breaking down the wildest, weirdest brand campaigns making noise — and what they say about where marketing is headed. From a tween tantrum turned Toblerone ad to OpenAI’s cringe-core collab with Jony Ives, we’ve got thoughts.Skip to the bits you fancy!04:31 — TOBLE MELTDOWNA tween tantrum goes viral in an airport. Turns out to be a Toblerone ad. Smart or triggering? We get into it.13:15 — HELI DELIVERYElf airdropped skincare to a sailor mid-ocean. Fun. But did it make sense?20:22 — PURE GOLDWhen a sugar-drink giant tried to block PureSport’s activation at a half-marathon, they pivoted. It was brilliant. Here’s the LinkedIn post we mention.25:15 — AI TATTOOSThis Cybersmile campaign is unsettling, powerful, unforgettable — exactly as intended. This might be the best use of AI imagery I’ve seen yet.32:01 — OPEN CRINGESo many people loved the AI-heavy OpenAI Jony Ives launch video/photo. We had other feelings.41:32 — CHUCKMATESChicken Shop Date’s Amelia joined forces with Converse for ‘Chuckmates’, a dating show where shoes are the first impression.45:13 — TOMATOES RISINGHigh fashion goes playful with Loewe’s giant tomato hot air balloon. The luxury brand that dares to be witty and weird — and pulls it off.ABOUTChris 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 SubstackAny missing links, check the 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

In this engaging discussion, Jasmine Bina, a brand strategist and cultural futurist, explores the uncharted territory of shame in branding. She highlights how reframing narratives can empower brands and their consumers. Topics include redefining menopause from stigma to strength, the cultural implications of debt and obesity, and the demand for brands that embrace honesty over mere vibes. Jasmine also dives into the complexities of identity in a changing world and the pressing need for brands to create deeper meaning in their connections.

Discover the intriguing shift of 'friction as the new luxury,' where intentionally slow experiences signify care and quality. Brands are embracing challenges and curated interactions over the ease of modern technology. Dive into the evolving definitions of wellness and the complexities of AI in personal spaces. Explore the rising demand for meaningful, emotional consumer experiences that prioritize authenticity. This episode challenges conventional views on luxury and wellbeing, advocating for deeper connections both online and offline.

Substack is the new shiny penny in brand marketing—but done wrong, it can do more harm than good. In this episode, we get into how brands can actually use it well: what’s working, what to watch out for, and what too many are getting wrong. We’re talking strategy, good examples, and the insights everyone seems to be searching for. Skip to the bits you fancy. 03:01 What’s Substack? // A primer on the platform reshaping content and brand engagement. Who’s Nailing It? // The brands making Substack work—and those that aren't. 12:03 American Eagle x Casey Lewis // How AE's collaboration with a Substack OG is redefining brand partnerships. 14:53 Hinge’s 5-Part Tease // Exploring 'No Ordinary Love' and the power of a limited series. 17:56 Loeffler Randall’s Founder-Led Take // Jessie Randall's personal Substack and the rise of founder-led content. 20:59 Must-Haves and Must-Nots // The do's and don'ts for brands venturing into Substack. 39:53 Who’s Reading // Understanding your audience and delivering real value. 46:45 The Basic Basics // From welcome letters to cross-posting—Substack fundamentals. 52:04 Takeaways, Insights, and Nuggets // Key lessons and actionable insights for brand strategists.If you read this and liked it, that little heart is there for that. The algo and I appreciate it.PS. If you prefer Apple, Spotify, or YouTube you can listen there too.ABOUT: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

In this inaugural series episode 'HOW GOOD GETS GOOD', we talk to Moot, a new model for youth hospitality. A membership club created by teenagers, for teenagers. We talk about why Moot started, the enormous appetite from tweens, teens, and parents for spaces like this, and what other brands should know about building for the oft misunderstood Alpha.Hit the links to skip to what strikes your fancy!03:04 — What is Moot and why teens (and parents) are desperate for it.06:08 — Meet Cheryl and Paul, the founders of Moot.07:07 — Why society fears Alphas. But shouldn’t.10:58 — Are sanctioned spaces inherently uncool?17:20 — How Moot designed their space with teens.22:00 — Parents hold the purse strings. Teens hold the influence. You need both.24:47 — Trust your audience. Give them respect and they’ll give it right back.28:42 — Advice for brands? No shock. It’s all about vibe.31:08 — Brand partnership opportunities & not mollycoddling teens.USEFUL LINKSMeet Moot, a new model for youth hospitality. A membership club created by teenagers, for teenagers.Website | InstaABOUT THE PODCASTChris 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 SubstackPPS. If you like this, I write a newsletter for 14K subscribers on the best-of-the-best on trends, marketing, and culture—everything I’m dropping to friends on Slack or finding useful in meetings with brands. Get GOOD THINKING in your inbox weekly with the link in my bio. 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