Follow the Rabbit

What connects a sea of white men in bucket hats at Oasis concerts to Sam Altman's relentless narrative-building around AGI? More than you might think.This month, we're connecting dots between two very different cultural phenomena that both reveal something fascinating about how authenticity gets manufactured—and why that matters for anyone trying to understand how culture actually moves.The Oasis Effect: When Heritage Brands Create BelongingIgor dives deep into the cultural archaeology of the Oasis reunion, but this isn't just about nostalgia. We're talking about how a band's deliberate uniform—parkas, trainers, and Stone Island anoraks—became a way to "assert visibility, articulate class identity, and push back against marginalization."The genius brand activations (Aldi rebranding to "Aldeh" in Manchester and Lidl releasing an anorak with a bottle opener and cooling pocket) weren't just opportunistic marketing. They tapped into something deeper: the hunger for cultural identifiers that create actual belonging, not just identity signaling.But here's the thing—authenticity requires effort. And in a world where you can get everything without leaving your couch, the act of showing up, physically being there, becomes a form of commitment that creates psychological investment.The AI Empire: Stories We Tell OurselvesJohannes breaks down Karen Hao's "Empire of AI," the definitive behind-the-scenes account of OpenAI that Sam Altman didn't want you to read. But beyond the corporate drama, there's a pattern here that connects to everything from effective altruism to the "China threat" narrative.It's the same playbook: create a story about the future that's so compelling—or terrifying—that it justifies anything you do in the present. Whether it's "we have to get there first" or "we're preventing AI from falling into the wrong hands," these become the fictional expectations that organize entire industries around them.The problem? As Johannes puts it, "Can you just for once ask, are we the baddies?"The Connecting TissueHere's what these seemingly unrelated phenomena share: they're both about the stories we tell ourselves about authenticity, community, and the future. Oasis created belonging through shared cultural codes that required real effort to participate in. OpenAI creates buy-in through narratives about inevitable futures that suspend disbelief about their business model.One creates genuine connection through heritage and effort. The other fosters dependency by promoting performative futures and prioritizing convenience. Both work—but they work very differently.Chapter Marks:00:00 - Introduction & July Monthly Review Setup01:30 - The Oasis Phenomenon: Bucket Hats and Cultural Identity07:28 - Fashion as Cultural Signifier12:25 - Merchandise Culture & Belonging23:06 - Empire of AI: Sam Altman's Story Machine29:08 - The Stories We Tell Ourselves35:17 - Cultural Impact vs. Critical Analysis38:40 - Closing & RecommendationsLinks mentioned:Karen Hao's "Empire of AI: Dreams and Nightmares in Sam Altman's OpenAI": https://www.goodreads.com/book/show/222725518-empire-of-aiDomus article on Oasis and clothing as cultural identity: https://www.domusweb.it/en/design/2025/07/11/oasis-anorak-lidl-ten-c-stoneisland.html---------------You can also watch this episode on Youtube⁠Follow the Rabbit feels like eavesdropping on a fascinating conversation between two well-read friends at a Berlin coffee shop—smart without being pretentious, critical without being cynical, and deeply engaged with contemporary culture while maintaining historical perspective. The podcast occupies a unique space between trend forecasting, cultural criticism, and philosophical inquiry, delivered with warmth, humor, and genuine enthusiasm for understanding how the world works.Follow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more about ⁠⁠Igor Schwarzmann⁠⁠ Find out moire about ⁠⁠Johannes Kleske⁠⁠

Let's say someone asks you to suggest five global markets for a product launch. You enter it into ChatGPT, receive a response within seconds, and present it during the meeting. Six months later, when it's either a massive success or spectacular failure, someone asks, “Why did we choose these markets?” And you realize... you have no idea.This is what our guest John Willshire calls “cognitive debt”—the cost of forgoing thinking to get answers quickly, creating a debt of understanding that, like technical debt in software, is meant to be repaid but often isn't.John Willshire runs Smithery, a strategic design practice in the UK, and has been thinking critically about AI since 2017. In this conversation, we explore his framework for understanding how we accumulate cognitive debt, why organizations are mandating its creation at scale, and what happens when we lose the connections between our questions and our answers.We delve into the distinctions between AI as a narrow, specific tool and the "world-eating data generalists" marketed as universal solutions. We examine why sycophantic chat interfaces make us trust statistical relationships we can't verify, especially in areas where we're weakest. And we consider what it means for agency and understanding when our thinking processes become increasingly opaque to ourselves.This isn't just about AI; it's about the risk of prioritizing answers over understanding and its effect on human capacity.Key Topics:The metaphor of cognitive debt vs. technical debtWhy AI sycophancy creates invisible knowledge gapsOrganizational mandates for AI adoption and their consequencesThe difference between assistive and replacement technologyInformation as light, not liquid — and what that changesRed Dwarf, Westworld, and 30+ years of AI cultural imaginationDesigning better relationships with thinking toolsChapters:00:01 - Introduction & Welcome John Willshire03:34 - What is Cognitive Debt? The Core Concept09:50 - AI Types & Why Text Generation is Different16:58 - AI Sycophancy: When Systems Lie to Please24:19 - Why Organizations are Mandating Cognitive Debt34:15 - Cultural Imagination vs. Technological Reality40:30 - Dependency & Agency: The Real Cost45:01 - Designing Better AI: The Path ForwardLinks:Smithery – Strategic design practice: https://smithery.com/Cognitive Debt essay – The original article that sparked this conversation: https://smithery.com/2025/05/05/cognitive-debt/John's Miro board: https://miro.com/app/board/uXjVIixZ2Bc=/?share_link_id=286253285213

When 14-year-olds design autonomous hearses, barber shops launch radio stations, and Formula 1 calls its drivers "the cast," you're witnessing the emergence of new cultural gathering points in a fragmented world.In this June monthly review, we explore three seemingly unrelated phenomena that reveal the same underlying pattern: the post-pandemic hunger for synchronized cultural experiences is creating new forms of community in unexpected places. From a science camp in Karlsruhe to laundromats in Hong Kong to Netflix's Drive to Survive, we're seeing the emergence of what we call "new campfires"—shared cultural experiences that replace the old mass media model.The episode begins with Johannes reflecting on four days facilitating a futures camp with Generation Alpha (13-15 year olds) at the Karlsruhe Institute of Technology. Far from the stereotypes about teenage attention spans, these digital natives revealed sophisticated thinking about sustainability, seamless integration of AI into their creative process, and remarkable innovation when given permission to think big. The standout project? Two girls who reimagined autonomous vehicles as customizable hearses, complete with assistant robots and personalized final journeys.Igor introduces the concept of "cultural acupuncture"—small interventions that reconnect us to social patterns we didn't realize we'd lost. Through the lens of "The Revenge of the Radio Station," he explores how barbershops, laundromats, and hotels worldwide are launching micro-radio stations that create synchronized cultural experiences and function as "social objects" with shared focus, conversation catalysts, and temporal dimensions that bind communities together.The conversation concludes with an analysis of F1's transformation from sport to content empire. Liberty Media's strategy of treating Formula 1 as "not a sport but a content producer" (with drivers as "the cast") demonstrates how behind-the-scenes storytelling can revitalize entire industries. Netflix's Drive to Survive has generated $290 million for the platform and fundamentally changed how fans engage with racing—they're more interested in what drivers eat for breakfast than braking stability.Chapters:00:00 - Introduction & Generation Alpha Experience02:46 - Science Camp: Futures Thinking with 13-15 Year Olds16:50 - The Revenge of the Radio Station & Cultural Acupuncture30:00 - F1's Content Transformation: "Not a Sport but a Content Producer"44:08 - New Campfires: The Thread That Connects EverythingLinks:Igor's source on micro-radio stations in unexpected places: https://www.thechow.net/p/the-revenge-of-the-radio-stationThe Economist article on F1 The Movie and Liberty Media's content strategy: http://archive.today/E6sobScience Camps (KIT): https://www.zml.kit.edu/science-camps.phpSocial Objects concept by Jyri Engeström: https://www.zengestrom.com/blog/2005/06/speaking-on-object-centered-sociality-at-reboot-updated-with-slides.html---------------You can also watch this episode on Youtube⁠Follow the Rabbit feels like eavesdropping on a fascinating conversation between two well-read friends at a Berlin coffee shop—smart without being pretentious, critical without being cynical, and deeply engaged with contemporary culture while maintaining historical perspective. The podcast occupies a unique space between trend forecasting, cultural criticism, and philosophical inquiry, delivered with warmth, humor, and genuine enthusiasm for understanding how the world works.Follow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more about ⁠⁠Igor Schwarzmann⁠⁠ Find out moire about ⁠⁠Johannes Kleske⁠⁠

The discussion focuses on William Gibson's 'Pattern Recognition' and its lasting impact on cultural research. They explore the nuances of 'cool hunting' through Cayce Pollard's adventures, highlighting the ethical dilemmas of trend exploitation. The podcast emphasizes the importance of cultural sensitivity in a data-driven world and reflects on the relevance of early 2000s digital culture amidst today's 'digital detox.' Personal anecdotes reveal how the book's insights have reshaped their careers and understanding of branding.

Mike Evans, a strategist and former head of global artist strategy at Red Bull Music, joins the hosts to discuss how challenger brands like On are redefining success by focusing on product fundamentals and cultural relevance. He delves into how On’s authentic connection to its community and strategic distribution through specialty stores has enabled it to rival giants like Nike. The conversation highlights the balance between scaling a brand while maintaining authenticity, emphasizing the power of genuine storytelling and community engagement in today's market.

The sale of a hand sanitizer company for $880 million, despite only capturing 5% of the market, exemplifies how modern challengers achieve success by redefining the rules instead of adhering to them.In this episode of Follow the Rabbit, we're joined by Jan Thede, Senior Director of Strategy at Berlin-based design agency A Color Bright, to explore their newly released challenger brand framework. Moving beyond the tired question of how to compete with market leaders, Jan reveals how successful challengers don't just fight for position—they redefine what the fight is about.Through A Color Bright's work with brands from cycling to running to fragrances, Jan has identified a pattern: challenger brands succeed by being unique, relevant, and true. But the breakthrough insight comes from their compass framework, which maps four distinct approaches challengers use to stand out in crowded markets.The conversation weaves through fascinating case studies that reveal these strategies in action:How On running shoes didn't just improve performance technology—they made it visually obvious you were wearing something different.Why Liquid Death succeeded by doing the opposite of what every water brand considered “good.”How Apple in the 1990s changed personal computer competition from specs to style with ads like “Sorry, No Beige”What TouchLand's $880 million exit teaches us about capturing intense loyalty in tiny market segmentsBut the real revelation comes through what Jan calls “the tote bag test”—a simple way to identify whether a brand has become an identity marker. Would you pay money for a logo tote bag from this brand? The question cuts through marketing speak to reveal which companies have transcended mere products to become part of how people express who they are.From Angela Merkel spotted wearing On shoes to the cultural phenomenon of the “MUBI person,” the episode explores how challenger brands navigate the tension between niche authenticity and mainstream appeal. The discussion reveals why being everything to someone beats being something to everyone—and how the most successful challengers create new categories rather than just competing in existing ones.Whether you're building a brand, making strategic decisions, or simply curious about how outsiders reshape markets, this conversation offers practical frameworks for understanding how challengers turn disadvantages into advantages.Chapters: 00:00 - Introduction: Niches Becoming Mainstream 01:48 - Welcome Jan Thede: A Color Bright's Challenger Brand Work 03:14 - What Makes a Challenger Brand? 05:36 - The Framework: Unique, Relevant, and True 08:11 - The Compass: Four Directions for Standing Out 13:49 - On Running: Innovation vs. Market Disruption 15:54 - The Angela Merkel Moment: When Challengers Go Mainstream 20:28 - TouchLand: $880M Exit from 5% Market Share 27:41 - The Tote Bag Test: Measuring Identity Markers 31:30 - Print Publications and Physical Brand Artifacts 34:08 - From Tech Companies to Tesla: The Evolution of Merch 37:22 - Mubi vs. Netflix: Different Games, Different Categories 44:39 - Sustainability vs. Differentiation: The Trade-offs 47:27 - Closing Thoughts: Understanding Your Own Brand Choices 48:13 - OutroLinks:A Color BrightA Color Bright's Challenger Brand Compass frameworkTouchLand acquisition coverageThe “Mubi person” Reel---------------Follow the Rabbit on ⁠Spotify⁠Follow the Rabbit on ⁠Apple Podcasts⁠Follow the Rabbit on ⁠Youtube⁠Follow the Rabbit is a Known Unknowns productionKnown Unknowns on ⁠⁠YouTube⁠⁠ Known Unknowns on ⁠⁠Instagram⁠⁠Follow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more about ⁠⁠Igor Schwarzmann⁠⁠ Find out moire about ⁠⁠Johannes Kleske⁠⁠

Explore how niche markets, like arthouse cinema and local journalism, are thriving against mainstream monotony. Discover the rise of Mubi, a leader in tailored streaming, and how teens in the Hamptons are reviving community news. Delve into the transformation of retail as personal connections reshape consumer behavior post-pandemic. The conversation reveals that being 'everything to someone' can outshine impersonal strategies, emphasizing authentic interactions over algorithm-driven reach.

Christie George, an investor, producer, and writer, shares her unexpected journey from a pandemic-inspired book report into a creative movement. She discusses the radical concept of doing seemingly pointless tasks as acts of resistance against a productivity-obsessed culture. Christie emphasizes the power of personal and collective memories, the joy found in unlearning, and the importance of authenticity in a digital age. Her reflections on creative hobbies illuminate how individual practices can foster genuine human connections, challenging conventional definitions of success.

Navigate the multifaceted landscapes of truth in a polarized world. Explore how multiple realities coexist through personal experiences, media narratives, and travel insights. Discover the concept of the 'comfort class' and its impact on understanding societal struggles. Listen as optimism from the Global South challenges dominant narratives around technology and AI. This discussion encourages empathy as a bridge for understanding diverse perspectives and complex issues in our lives.

Guillaume "Gee" Schmidt, the co-founder of Amsterdam's iconic streetwear brand Patta, dives into the power of print in a digital landscape. He shares how magazines have profoundly influenced his life, from inspiring creativity to forging cultural connections. Patta created its biannual magazine as a love letter to storytelling, emphasizing cultural depth over profit. With a mission to authentically represent Blackness, the magazine juxtaposes diverse influences, showcasing the brand's commitment to community and identity in the ever-evolving streetwear scene.