Great piece Grant, and thanks for the mention. One of the most important points you brought up (other than the big idea that culture shift matters) is that “these cultural changes are not recent.” Many of the most impactful cultural changes happen incrementally over longer time scales than marketers, most people really, typically consider. Slow-moving culture change denies marketers of an action trigger prompting them to say, “Today is the day we respond.” The results: too many brands die slowly of irrelevance as culture passes them by.