It’s all well and good for a brand to have purpose, but what your company? In this Business Brief, Jo unpacks our obsession with proclaiming brand intent and pre-occupation with purpose led marketing. But that's not really the problem; it’s the absence of a well-defined and consistently rewarded company purpose.

Business Brief is a (very brief) new solo series hosted by Looking Outside podcast host, former-marketer and corporate futurist Jo Lepore.

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Learn more:

1. Looking Outside podcast www.looking-outside.com
2. Connect with host, Jo Lepore on LinkedIn & Substack & jolepore.com
3. Watch this Business Brief on YouTube

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⭐ Follow & rate the show - it makes a difference!

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Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every 2 weeks. Never the same topic.

All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2026. Theme song by Adrian Walther.

If you’re tired of talking about brand purpose, you’re not alone. In most cases, when researched, purpose just does not work. But perhaps it’s been sitting with the wrong department this whole time … Author of The Purpose of Purpose, brand strategist and former stand-up comedian Ron Tite, argues that purpose is not for the marketers but for human resources, because ultimately what you "say” about your brand hinges entirely on what you collectively “think” within your company. There is there a tendency in organizations to bypass the bit in the middle - to voice your vision before you’ve backed it up tangible policies, incentives and activities. Without that, it’s just bullshit PR.

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Learn more:

1. Looking Outside podcast www.looking-outside.com
2. Connect with host, Jo Lepore on LinkedIn & Substack & jolepore.com
3. RonTite.com & Church & State
4. Follow Sohail on LinkedIn & YouTube & Ista

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⭐ Follow & rate the show - it makes a difference!

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Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every 2 weeks. Never the same topic.

All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2026. Theme song by Azteca X.

What does it take to build a business that lasts generations? In this Business Brief, Jo reflects on long-term thinking, the resilience of family-run businesses, and why creating a compelling vision matters when aligning business heritage with future ambitions.

Business Brief is a (very brief) new solo series hosted by Looking Outside host, strategist and corporate futurist Jo Lepore.

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Learn more:

1. Looking Outside podcast www.looking-outside.com
2. Connect with host, Jo Lepore on LinkedIn & Substack & jolepore.com
3. Watch this Business Brief on YouTube

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⭐ Follow & rate the show - it makes a difference!

---

Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every 2 weeks. Never the same topic.

All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2026. Theme song by Adrian Walther.

On this episode of Looking Outside we peek into the metaphors, imagery and stories that unknowingly shape the limitations of our business strategy, and limit our ambitions. UNESCO chair of futures, Sohail Inayatullah has seen this many times before - from brands rethinking positioning, CEOs shifting cultural capability, to government leaders reshaping coalitions. In each case, when we dig deeper to the metaphor we hold for ourselves, we gain visibility of what limits our worldview, and the bars that guard us from transformational change. Sohail stresses that a strategy can easily change based on the story you tell others, but it’s uncovering the story you tell yourself as a leader that, while uncomfortable, is the true unlocker of new possibilities for the future.

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Learn more:

1. Looking Outside podcast www.looking-outside.com
2. Connect with host, Jo Lepore on LinkedIn & Substack & jolepore.com
3. Metafuture.org & Meta Future School
4. Follow Sohail on LinkedIn & YouTube

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⭐ Follow & rate the show - it makes a difference!

---

Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every 2 weeks. Never the same topic.

All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2026. Theme songs by Azteca X.

What a year! It’s time to wrap it up for 2025 and highlight the eclectic mix of diverse perspectives, divergent topics and expert thinking that appeared on the show this year. From the best performing episodes and most popular themes, to the most prominent guest go-to's for fresh perspectives, today we’re going back to the episodes that resonated most.

Top episodes of 2025:

1. Venture capitalist and futurist Roger Spitz: new playbooks for volatile business environments
2. Political demographer Jennifer Sciubba: the narrative around our population ‘crisis’
3. Fashion designer Justine Leconte: the manipulative systems that fuel fast fashion
4. Forecaster Paul Saffo: pressure testing assumptions about what we know to ‘certain’ in uncertain times
5. Experimental philosopher Jonathon Keats: asking better questions in existential times

Honorable mentions & favorites:

1. CPG strategist Peter McDonald – the lost muscle of innovation in consumer markets
2. Political scientist Verlan Lewis: flawed political ideologies and the need for less divisive conversations
3. Neuroaesthetics expert Susan Magsamen: the psychology behind our physical senses

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More:

1. Looking Outside podcast www.looking-outside.com
2. Connect with host, Jo Lepore on LinkedIn & Substack & jolepore.com

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⭐ Follow & rate the show - it makes a difference!

----------

Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every 2 weeks. Never the same topic.

All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2025. Theme songs by Azteca X.

In this live conversation, recorded on the podcast stage at SXSW Sydney, two futurists explore the unforeseen future emerging in the workplace. Author and ex-journalist Andrea Clarke, joins host Jo Lepore on stage to discuss the human and talent transformation taking place at work. Our resistance to this kind of change is normal, Andrea says, as our human inclination is to see it as a loss and not a gain. Workers must reframe how they take in and take charge of what’s asked of them - becoming discerning of mainstream narratives told to them, building ‘unignorable’ human skills, and strengthening the mindset of adaptability to constant change. As change is, after all, the only constant - especially at in how we work and how we lead.

Recorded live at SXSW Sydney October 2025. Edited for length and clarity. Published with permission from SXSW Sydney.

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More:

• Looking Outside podcast www.looking-outside.com
• Connect with host, Jo Lepore on LinkedIn & Substack & jolepore.com
• Learn more about Andrea at www.andreaclarke.com.au
• Andrea's book 'Adapt: Mastering Change in Four Steps'
• Follow Andrea on LinkedIn & Instagram

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⭐ Follow & rate the show - it makes a difference!

----------

Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every 2 weeks. Never the same topic.

All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2025. Theme songs by Azteca X.

The food system isn’t broken. But it has a big problem. That is land – and how little of it we have. Journalist and author Michael Grunwald joins us on the show today to talk openly about the elephant in the food ecosystem. Regenerative agriculture, precision fermentation, vertical farming, meat alternatives … we have no shortage of innovative ideas in the food system. But very quickly, a ‘quick fix’ turns out to be just a dumb idea.

Despite a growing population, climate change challenges, and a human hypocrisy problem, Mike says we can feed everyone with the land we have, we just can’t keep taking more of it for agriculture. Perhaps, then, the biggest consideration facing food businesses today is not to chase the ‘next big thing’, but as we scale nascent ideas, to consider land in that equation - and not as a ‘free’ asset. Because as Mike says, with the land we have, the math sucks.

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More:

• Looking Outside podcast www.looking-outside.com
• Connect with host, Jo Lepore on LinkedIn & Substack & jolepore.com
• Learn more about Michael Grunwald
• Follow Mike on LinkedIn & X
• Grab a copy of Mike's book 'We are eating the earth'
• Speaking opportunities with Mike

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⭐ Follow & rate the show - it makes a difference!

----------

Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every 2 weeks. Never the same topic.

All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2025. Theme songs by Azteca X.

Business forecasts depend on the predictable patterns of population growth, both for customer sales and for workforce talent. But what happens when we see this growth halt, or even regress? Political demographer Jennifer D. Sciubba joins the show to dive into some of the largest societal and political dynamics intersecting with demographic shifts. From changes to the types of jobs on offer, to medical access, to urbanization, demographic changes influence a wide array of long term interconnected forces. And when it comes to this topic, Jennifer says, that long term lens is a gift.

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More:

• Looking Outside podcast www.looking-outside.com
• Connect with host, Jo Lepore on LinkedIn & Substack & jolepore.com
• Learn more about Jennifer D. Sciubba, Ph.D
• Follow Jennifer on LinkedIn & Substack
• Grab a copy of Jennifer's book 8 Billion and Counting
• Learn more about the Population Reference Bureau

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⭐ Follow & rate the show - it makes a difference!

----------

Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every 2 weeks. Never the same topic.

All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2025. Theme songs by Azteca X.

Today we are joined once again by good friend of the podcast, Roger Spitz. While Roger is known well as a futurist and change agent today, his career started in investment banking and M&A. On this episode we explore the cross-roads of the investment world with emerging future innovation, and how this impacts business strategy. Roger argues the playbooks of old strategy are outdated. Systemic, regular disruption and added complexities in our world mean we need to use modern frameworks to address new shocks to business systems. When the risks were low, the fallout of bad decisions was manageable, Roger says, but value creation today requires a new way of assessing opportunity – by building anti-fragile systems that can help steer towards the long term game amidst short term crises.

Check out Part 2 of this conversation with Roger: https://www.looking-outside.com/podcast/change

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More:

• Looking Outside podcast www.looking-outside.com
• Connect with host, Jo Lepore on LinkedIn & Substack & jolepore.com
• Learn more about Roger Spitz
• Follow Roger on LinkedIn & X & Medium
• Grab a copy of Roger's book Disrupt with Impact
• Follow Techistential on LinkedIn & X
• Follow the Disruptive Futures Institute on LinkedIn & X

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⭐ Follow & rate the show - it makes a difference!

----------

Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every 2 weeks. Never the same topic.

All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2025. Theme songs by Azteca X.

When we talk about “human in the loop” of AI, what we mean is human intervention. But what if the AI was human? Or more accurately, a replica not of a generic repeatable, predictable human-sounding response, but built like you. Tech entrepreneur Robert LoCascio joins us today to explore this future, where humans aren’t just kept in the loop but are integrated with AI. Through his company Eternos, Rob aims to replicate a human being, capturing everything from their past experiences, future hopes, and right down to how they emotionally rationalize in the moment. It begs the question: what do we truly risk giving away to the machine, if we hand over not just our tasks, but our lived stories and learned knowledge? If we give away that which makes us unique, we are makes ourselves replicable. Or, as Rob argues, (if done safely) it could be that we are finding a new way to preserve human life and maintain shared community.

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More:

• Looking Outside podcast www.looking-outside.com
• Connect with host, Jo Lepore on LinkedIn & X & jolepore.com
• Learn more about Eternos
• Follow Rob on LinkedIn

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⭐ Follow & rate the show - it makes a difference!

----------

Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every 2 weeks. Never the same topic.

All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2025. Theme songs by Azteca X.