Aviso: Esta es la versión original de la entrevista en inglés. También puedes escuchar la versión doblada en español por la IA.

Have you ever wondered why some ideas catch fire, rallying crowds, sparking movements, transforming the way we think, while others, seemingly just as wise or creative, quietly fade into oblivion?

That's the main topic of this week's program, where you'll learn how to unlock the hidden force driving what spreads and what stalls: culture. Together, we'll explore why the power to influence and inspire doesn’t just lie in the quality of our ideas, but in understanding the worldviews that bind us together.

By listening, you’ll discover practical ways to tap into your own “cultural subscriptions,” harness the energy of the groups you belong to, and become a change agent—at work, in your projects, or in life itself, no matter where you’re starting from. And guiding us on this journey is the brilliant Marcus Collins.

Marcus Collins is not only a leading brand strategist and thinker, but a marketing professor at the University of Michigan’s Ross School of Business who’s helped shape the identities of some of the world’s most iconic brands, including Apple, Google, Nike, and Beyoncé.

Author of the acclaimed For the Culture, now newly published in Spanish as El poder de la cultura, Marcus is celebrated for his deep understanding of why people move together, or don’t.

Before academia, he led digital campaigns for Beyoncé just as the “Beyhive” was taking flight, and managed key projects for Apple during the birth of iTunes. What sets him apart isn’t just this blend of creative power and intellectual rigor; it’s how he moves seamlessly between the world’s boardrooms, classrooms, and communities, constantly asking not just WHAT people do, but WHY. His research and stories reveal that belonging, meaning, and identity, not clever slogans, spark real change.

Do you know the culture you’re already part of? Or the one you could be leading?

Show notes

The show notes are available at https://kenso.es/episodio/402-marcus-collins-cultura

Explore this episode:

• (00:00) The power of culture: introduction and expectations
• (02:00) Childhood, tribes and cultural origins of Marcus Collins
• (05:06) The awakening: understanding people and the meaning of culture
• (07:08) Beyoncé, the Beyhive and lessons about community
• (10:04) Cultural identity: how to discover your subscription
• (13:21) Organizational culture and vocation in work
• (19:20) The purpose and gospel of companies and people
• (23:21) Brand identity: Bose vs Beats by Dre
• (26:43) The Pepsi fiasco, congruence of meaning and proximity
• (29:31) Naive realism and empathy in conversations
• (33:11) Innovation, vanguard and the case of The Beatles
• (36:28) How to create movements: congregation and social contagion
• (39:31) Academia vs practice: lessons from both worlds
• (42:23) Responsibility in storytelling and the effect of ideas
• (44:00) KENSO questionnaire
• (51:35) Farewells and summary

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