“Why join the navy if you can be a pirate?”  -Steve Jobs

Culture.

We’re born into one and we choose the rest along the way.

The cultures we embrace become the embodiment of our being.

Everything has a culture.

My grocery store, my neighborhood coffee shop, my gym, my high school, my college, my place of employment…and the inanimate objects I purchase: my car, my shoes, my phone, my jeans.

They’re the embodiment of everyone elses thoughts, interactions and experiences.

We join these tribes. Some we’ll relate to and embrace forever (Harley, Apple, Ducati, Levi’s). Others we’ll ignore (Crocs).

But most, we’ll have to buy into, because culture is commerce and commerce creates culture.

If you liked this, you might also like: If You Build It, They Will Come…But Only If It’s Good.

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