You scale culture by turning it into language. A “vibe” lives inside the founder and doesn’t survive a 20-person game of telephone. Brand—the words, not the logo—is what makes your intuition transferable, so the right people can act on it without checking with you first.

Good strategy isn't safe — it's unexpected. Why contrarian thinking wins in uncertain markets, plus the three bets Hoot Design Company is making in 2026.