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Unseen Unknown

by Jasmine Bina, Jean-Louis Rawlence
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Latest episodes

  • 35: Bear in the House: Rogue AI and the New Rules of Coexistence

    October 19, 2026 · 41 min

    For as long as we've built machines, we've had a very specific relationship to them. If a machine misbehaves, you simply turn it off. But for the first time in human history, we have built a machine that cannot be disconnected.  This…

  • 34: Money and Magical Thinking

    September 28, 2026 · 34 min

    We like to talk about debt as a financial problem, but really, it's a thinly veiled social issue. People can carry enormous amounts of it and feel fine, right up until they have to ask someone for help. That is where the shame lives, and…

  • 33: Body Project

    August 20, 2026 · 29 min

    The body is no longer something we simply inhabit. It is becoming something we can read, model, optimize, and increasingly rewrite. Behind the public story of AI, a lesser known biological revolution is accelerating. Advances in gene…

  • 32: Create A Space That Changes People

    August 4, 2026 · 30 min

    Most branded spaces are designed to be seen. Meaningful spaces are designed to change how people behave. A special space begins with a threshold, something that separates ordinary life from the world people are being invited into. It…

  • 31: Rethink Your Personal Brand

    July 1, 2026 · 33 min

    Personal branding has an ick factor. It can feel like vanity, performance, or selling off a private part of yourself. But that discomfort often comes from misunderstanding the work. At its best, a personal brand is a service. It names a…

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  • 30: How To Be Professionally Curious

    May 12, 2026 · 37 min

    Staying professionally curious sounds simple, but it is one of the hardest disciplines of strategy. It is not about reading more, saving more, scrolling more, or building an infinite pile of references. It is about developing a mind that…

  • 29: Pruned Futures

    April 6, 2026 · 37 min

    Some of our most prominent expectations of the future just died. In this episode, we explore what replaces them. We start with achievement. For decades, culture has been organized around progress and accomplishment. But as AI accelerates…

  • 28: Two Kinds of People

    March 18, 2026 · 31 min

    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…

  • 27: Trust in a Time of Monsters

    February 25, 2026 · 34 min

    Trust has always been the invisible architecture beneath brands, institutions, and markets. But today, that architecture is shifting. For the past decade, we’ve moved through distinct eras of trust. First came consequence brands, which…

  • 26: How Consumers “Know” Things In Today’s World

    November 20, 2023 · 27 min

    From the way we create our identities and manage our health, to the way we employ therapy-speak at work and vote in elections, it’s apparent that people are increasingly being guided by feelings and intuition in places where they may have…

  • 25: Bizarre, Strange and Highly Relatable

    October 23, 2023 · 27 min

    In this house episode, we speak with Concept Bureau strategist Rebecca Johnson about the concept of "weirdness" and brands.  All humans are weird, and brands that are willing to venture into strange and bizarre territories have a chance to…

  • 24: How to Unlock Your Strategic Mind

    October 9, 2023 · 44 min

    What does it mean to be good at thinking? Or more importantly, thinking strategically? Most people answer this question by saying that in order to be good at thinking, you have to be knowledgeable. And while knowledge is certainly a…

Full episode archive on Apple Podcasts →

About the show

Unseen Unknown is a brand and business strategy podcast about the hidden threads that connect even the most distant of cultural concepts. We look at the emerging trends and behaviors that may be pointing to a deeper truth and ask the bigger question, “Why is society moving in this direction, and how can we apply it to business?” We believe if we can’t see it in our culture, then we can’t know it in the market. From retail and consumerism to politics, gender, identity and values, there are patterns everywhere that illuminate a path forward for brands. Your hosts, Jasmine Bina and Jean-Louis Rawlence, are brand strategists and futurists that explore these questions every day in their work for companies around the world. We’ll be interviewing thought leaders and domain experts both within brand strategy and outside of it. Expect to hear from people from all walks of life: artists, scientists, CEOs, journalists, professors, technologists and everyone in between. If you’re a founder, leader, storyteller or creator, this podcast will compel you to think at a macro level you haven’t considered before. We also write and publish videos on everything brand strategy. You can see all of that here: https://conceptbureau.substack.com/