28: Two Kinds of People

The middle is disappearing. What's left looks like two kinds of people. One group is going all in - AI maximalism, founder mode, the sense that the window is closing and if you don't build your way through it now, it closes behind you forever. The other group is opting out entirely - redefining success as non-participation, embracing slow life, opting out, as seen in trends like agrihoods, homesteading or people leaving the US in record numbers. They're two completely different theories of how to survive a moment where the old rules no longer hold. When a culture bifurcates this sharply, it usually means the underlying grammar has broken down. People can feel the shared system of signals that once told people what to build toward and how to know when they'd made it has eroded. What’s interesting, however, is that we don’t lose our ambitions in this vacuum. We invent entirely new languages for what ambition even means. That's what this episode is really about. We use the lens of "distance" - the gaps people manufacture between themselves and others to signal status, meaning, and belonging - to trace how aspiration moves when money stops being a reliable signal, productivity stops being a virtue, and the social contract stops making promises it can keep. We talk about what people reach for when the structures that once told them what to reach for have stopped working. What emerges across all of it is a shift from having to being, from acquiring the right things to inhabiting the right feeling. That's a more radical change than it sounds. It rewrites what brands are actually speaking to and what it means to build something people want in a world that’s rethinking its desires. Links to interesting things mentioned in this episode and further reading: Distance and Alternative Signals of Status: A Unifying Framework (Sylvia Bellezza) Exit Society (Concept Bureau) Deceit, Desire, and the Novel: Self and Other in Literary Structure (René Girard) Rule Makers, Rule Breakers: How Tight and Loose Cultures Wire Our World (Michele Gelfand) Americans Are Leaving the U.S. in Record Numbers (Wall Street Journal) Check out our Substack for more brand strategy thinking, and our community Exposure Therapy.