Researching & Formulating in Real Time. Learning & Iterating through Practice.

(Blueprints &) The Culture Shift Theory is a repository - a (work-in-progress) collection of research, studies, and frameworks exploring how Brands* can be engineered to change broader value perceptions, and value flows, at scale.

Driven by a (working) thesis focused on Brands rooted in Africa and its Diaspora, (B&)TCST explores concepts and principles across consumer behavior, human-centered design, business, technology, and venture development to create “blueprints” for sustainable Brand growth and resonance that “shifts culture”.

*Brand = A Product (of any kind - physical, digital, an idea, etc.) + the Vehicle/System created to see that Product be adopted due to a (sub)conscious choice of this over that. In the case of (B&)TCST, we’re talking Cultural Brands (enterprises in consumer goods, art, fashion, media, etc.) and how the “end-to-end” comes together to drive change.