How to Train Your Instinct as a Brand Strategist

Hosted by Jean-Louis Rawlence

Thu, May 21, 2026

6:00 PM UTC (30 minutes)

Virtual (Zoom)

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Build A Culture Brand
Jasmine Bina and Jean-Louis Rawlence
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What you'll learn

Sharpen Your Strategic Gut

Learn how to recognize strong strategic signals instead of defaulting to safe or average thinking.

Find Tension That Actually Matters

Understand how specificity, contradiction, and emotional tension reveal stronger brand opportunities.

Build Better Strategic Judgment

Develop frameworks for evaluating ideas, insights, and cultural patterns with greater clarity and confidence.

Why this topic matters

Great strategy doesn't come from frameworks alone. It comes from instinct, the ability to feel when something is culturally alive, emotionally true, and commercially worth chasing. That instinct isn't magic. It can be trained. This lesson gives you a working set of tools to sharpen that gut under pressure: to trust your reads, and build strategy with the kind of conviction that pulls people in.

You'll learn from

Jean-Louis Rawlence

Chief Strategy Officer at Concept Bureau. Brand Strategist. Cultural Futurist.

Jean-Louis Rawlence is a strategist and cultural futurist driven by a simple belief: thinking is leverage. In an age where AI can generate almost anything, he argues the real bottleneck is human judgment.

Co-founder of Concept Bureau, he helps leaders and teams build systems for sharper thinking, so they can spot signals earlier, make better decisions, and turn strategy into lasting advantage. Through Exposure Therapy, he convenes a global community of strategists and executives committed to raising the standard of strategic thought.

An optimist at heart, his path spans sci-fi obsessions, aerospace engineering, and advising world-class companies on how to build what comes next.


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Eli Lilly and Company
Seed Health
Feeld
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