A few years ago, I was given a fascinating professional challenge: trying to identify the future taboos of our society and the underlying...

From left to right: Dijon (France), New Orleans (USA), Chefchaouen (Morocco), Kyoto (Japan) I love architecture, buildings, decoration,...

One way to better understand the latest generations is to listen to the words they’re using. With this article, I wanted to stop a bit on...

The following Scenario Planning work presents what I see as 4 potential Futures post-Covid. I wrote it at a time where we’re all looking...

Almost 100 years after its establishment, the P&G OTC brand for all-round stomach pain relief still never ceases to amaze me. It is...

IKR. Askip. Mav. #l4l - familiar to you or not, those new linguistic constructs are amongst the most frequently used ones by Gen Z. The...

Condiments have followed a great premiumization path over the past decade. Taking French mustard brands for instance, we can see the gap...

With this article, I’d like to study the behaviors of companies like Facebook and Instagram who now operate as Supra-States, meaning they...