They say two out of three ain't bad... The same day we debuted the first official Onion Air Force team jersey, before there was even a real drop-zone community around it, we had our first team hospital visit. Not long after, two of the three people who started The Onion Air Force had been injured during the early stages of learning to skydive. Not because there was no training. Skydiving has formal instruction, licensing requirements, progression guidelines, coaches, and expe

AI is changing how businesses understand customers, but behavior alone does not explain meaning. As brands gain sharper tools for predicting what people may want, the deeper strategic question remains: what will this brand come to mean in someone’s life?

For years, brands have tried to find the right balance between building a strong brand and generating measurable results. One part of the work (branding) involves providing meaning, trust, recognition, and creating brand recall. Another part (performance) responds to the pressure of conversions, optimizing campaigns, measuring return on investment, and demonstrating that every investment produces something tangible. In the age of data and with the arrival of artificial intell

When a business grows beyond the founder’s instinct, clarity has to become structure. This article explores how founder-led brands outgrow private understanding, why misalignment appears through repeated effort, and how shared direction helps the business scale without losing its meaning.

As the Kansas City Chiefs gear up for another season, their commitment to environmental sustainability takes the field with the...