Every single culture and subculture - from states and governments to user segments and brand tribes - falls along the tight-loose continuum. A culture’s tightness or looseness affects people’s perceptions of threat, how they relate to each other, how they consume, and of course the narratives that shape the businesses and brands that form within that culture. In this third episode in our series on Systems In Flux, we speak with Michele Gelfand, cultural psychologist and author of ‘Rule Makers, Rule Breakers’ about the invisible systems that make a culture relaxed or rigid, and the surprising tradeoffs involved.