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The Deep Dive

The Deep Dive is a culture and insights podcast with Philip McKenzie, an anthropologist who uses his expertise in culture to advise organizations on how best to thrive in an increasingly challenging and uncertain environment. Every week, Philip goes below the surface with the people who matter the most.

Weekly hand curated podcast episodes for learning

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Episode 4: The Role of Culture in Strategy

In this week’s episode, Philip is joined by Tim Stock, Co-Founder of ScenarioDNA. Our conversation focuses on culture and how it plays a role in strategy particularly when it comes to the things that aren’t easily seen by conventional methods. We talk about how culture leads to design and then becomes policy and what are potential limitations to scale. 

27mins

27 Nov 2019

Rank #1

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Episode 11: The Black Wealth Gap and the Case for Reparations – A Conversation with Prof. William A. (Sandy) Darity

In this conversation, Philip spends time with Prof. Sandy Darity, the Samuel DuBois Cook Professor of Public Policy, African and African American Studies, and Economics at Duke University. Prof. Darity is one of the foremost experts on the Black wealth gap and reparations and he and Philip discuss the economic and historical case for reparations and its effect on the trajectory of the country. Prof. Darity holds a Ph.D. in economics from the Massachusetts Institute of Technology and has published or edited 13 books and more than 250 articles in professional journals. His newest book coauthored with Kirsten Mullen, From Here to Equality: Reparations for Black Americans in the 21st Century, is forthcoming in 2020 from the University of North Carolina Press. The Drop – The segment of the show where both Philip and his guest share tasty morsels of intellectual goodness and creative musings. Philip’s Drop: The Lathe of Heaven – Ursula K. Le GuinProf. Darity’s Drop:The Black Jacobins – C.L.R JamesCapitalism & Slavery - Eric Williams Black Reconstruction In America – W.E.B Dubois

57mins

16 Jan 2020

Rank #2

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Episode 8: Lemon: How The Advertising Brain Turned Sour, Part 1

Part 1 with Orlando Wood, Chief Innovation Officer, System 1In this week’s episode Philip talks with Orlando Wood, Chief Innovation Officer, System 1 and author of Lemon: How The Advertising Brain Turned Sour. Philip and Orlando dissect the findings in Lemon discussing advertising effectiveness, the dynamics of left brain/right brain thinking and why it matters so much toward creativity and how culture has flattened and what that means for brands. Orlando’s Drop: The Range: Why Generalists Triumph In a Specialized WorldPhilip’s Drop: The Alphabet Vs. The Goddess – Leonard Schlain

25mins

23 Dec 2019

Rank #3

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Episode 5: Using Value-Based Language with Clients

In this week’s episode Philip continues his conversation with Tim Stock, Co-Founder of ScenarioDNA. Philip and Tim talk about the challenges of using value based language with clients and the power of measurement to support new ideas. The future design of cities, how we measure “liveability”, our multiple online personas and so much more are center stage in their discussion. Link of InterestThe Museum of Innocence by Orhan Parmuk 

24mins

5 Dec 2019

Rank #4

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Episode 3: Data, Diversity, and Digital

On this episode, Philip is joined once again by Derek Walker, owner of Brown & Browner, an advertising agency based in South Carolina. The conversation challenges traditional notions of advertising and where they fall short. Sacred cows like data, diversity and digital are all led to the slaughter. Derek doesn’t hold back in his honest critique and the lessons come at a fast clip.

25mins

21 Nov 2019

Rank #5

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Episode 13: Fighting Against the Binary – A Conversation with Faris Yakob

In this conversation, Philip and Faris discuss how the world of advertising has evolved and what that has meant for creative’s. Advertising has become a “collection of things” and they breakdown the mythology of binary. Rigor vs. MeasurementArt vs. ScienceGeneralist vs. SpecialistThe Drop – The segment of the show were both Philip and his guest share tasty morsels of intellectual goodness and creative musings. Philip’s Drop: The Age of Surveillance CapitalismFaris Yakob’s Drop:Strands of GeniusThe Calm App

1hr

30 Jan 2020

Rank #6

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Episode 16: A Music Journey from Clubs to Brands: A Conversation with Adam Merced aka DJ Mode

In this conversation, Philip spends time with Adam Merced aka DJ Mode, Music Supervisor/DJ New York City Football Club. We discuss Dj Mode’s journey as a DJ and artist, the shifts in NYC nightlife, how music is an essential source of cultural resonance and the ups/downs and challenges of pushing boundaries when working with brands in culture spaces. The Drop – The segment of the show where both Philip and his guest share tasty morsels of intellectual goodness and creative musings. Philip’s Drop:  New Power by Jeremy Heimans and Henry TimmsDJ Mode’s Drop: Sectiontoo EntreLeadership PodcastQueen & Slim SoundtrackStop Making Sense by Michael J. Fanuele

47mins

20 Feb 2020

Rank #7

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Episode 7: The Power of the Hero’s Journey Part 2

Part 2 w/ Joseph Illidge, Editorial Director, A Wave Blue WorldIn part 2 of the conversation with Joseph Illidge we continue our exploration of geek culture surpassing the mainstream. Specifically Philip and Joseph use comic book allegories to frame public policy. Additionally, they examine what a movie like Joker and a TV series like Watchmen can tell us about both this place in time socially and the future of content. Joseph’s Drop: Jonah Berger’s Contagious: Why Things Catch OnPhilip’s Drop: Netflix Series Bojack Horseman

25mins

19 Dec 2019

Rank #8

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Episode 18: Restoring the Soul of Business– A Conversation with Rishad Tobaccowala

In this conversation, Philip interviews Rishad Tobaccowala, author of the bestselling book Restoring the Soul of Business: Staying Human in the Age of Data. Philip and Rishad discuss how business has become so data centric at the expense of the human condition and what can be done about it. The Drop – The segment of the show where both Philip and his guest share tasty morsels of intellectual goodness and creative musings. Philip’s Drop: Girl, Woman, Other by Bernandine Evaristo Rishad’s Drop: Parasite The Criterion Channel

47mins

5 Mar 2020

Rank #9

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Episode 15: The Art of the Scratch– A Conversation with Rob Principe

In this conversation, Philip spends time with Ron Principe, co-creator of the Scratch DJ Academy discussing the origin of the Academy the first of its kind school for the art form of DJing. They cover the impact of technology on music, the power of music in branding, and the inherent futurism of DJs. The Drop – The segment of the show where both Philip and his guest share tasty morsels of intellectual goodness and creative musings. Philip’s Drop: Phil’s Frida Kahlo obsession. FridaThe bookRob Principe’s Drop: Conscientious Objector – Poem by Edna St. Vincent Millay*as inspired by Maya Angelou 

52mins

13 Feb 2020

Rank #10

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Episode 10: AI, Ethics and the Human Future – A Conversation with Prof. Timothy Snyder

In this conversation, Philip spends time with Timothy Snyder, Yale Professor of History at Yale University. The basis for their conversation is Prof. Snyder’s article “What Turing Told Us About the Digital Threat to a Human Future”. The rise of AI and its ensuing potential and threat to human future is dissected over the course of the episode. We also find time to tackle some current news, the Ukraine and how Prof. Snyder’s book "The Road to UnFreedom" makes sense of our increasing digitalization and the rising threats to democracy. Links of interestNew York Review of BooksPhilip’s Drop Prof. Synder’s Drop

50mins

9 Jan 2020

Rank #11

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Episode 19: Futurism and the Power of Being On Trend – A Conversation with Dr. Devon Powers

In this conversation, Philip spends time with Prof. Devon Powers, Associate Professor of Advertising at Temple University and the author of On Trend: The Business of Forecasting the Future. We discuss the trendy nature of predicting the future and what are the implications for business specifically and society more generally. Issues of diversity, rigor and time are all part of the conversation about how we talk about our potential futures. The Drop – The segment of the show where both Philip and his guest share tasty morsels of intellectual goodness and creative musings. Philip’s Drop: Kipo and the Age of WonderbeastsDr. Power’s Drop: Sex EducationBlack Software: The Internet & Racial Justice, from the Afronet to Black Lives Matter – Charlton D. McIlwain

55mins

12 Mar 2020

Rank #12

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Episode 12: The Commons, Culture and Designing a Smart Ecosystem– A Conversation with Dr. Tia Kansara

In this conversation, Philip takes a journey through space and time with Dr. Tia Kansara, Founder of Replenish Earth. They discuss the importance of the global commons and how Replenish Earth focuses on creating an ecosystem that exist in harmony with nature. Additionally, how do we transform our language, business norms and ensuing strategy to make a better life.The Drop – The segment of the show where both Philip and his guest share tasty morsels of intellectual goodness and creative musings.Philip’s Drop: Stars Dr. Kansara’s Drop: A question: In 50 years time, what will you be doing and what does your life look like? Email Dr. Kansara here: tia@replenish.earth

50mins

23 Jan 2020

Rank #13

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Episode 17: Climate Crisis and Brand Story – A Conversation with Prof. Raz Godelnik

In this conversation, Philip spends time with Prof. Raz Godelnik, Assistant Professor of Strategic Design & Management. We discuss the future of climate crisis and what are the roles of design, brand story and activism in creating a better connection between individual and collective action. The Drop – The segment of the show where both Philip and his guest share tasty morsels of intellectual goodness and creative musings. Philip’s Drop: Joyful Militancy by Carla Bergman and Nick Montgomery Prof. Godelnik’s Drop: We Are The Weather by Jonathan Safran Foer

46mins

27 Feb 2020

Rank #14

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Episode 14: The Meaning and Message of Influencer Marketing– A Conversation with Adam Williams

In this conversation, Philip spends time with Adam Williams, CEO of Takumi a London/NYC based influencer marketing firm. In their conversation they discuss the evolution of influencer marketing and what is on the horizon for the fast growing but controversial marketing category. The Drop – The segment of the show where both Philip and his guest share tasty morsels of intellectual goodness and creative musings. Philip’s Drop: Michael Kiwanuka’s most recent album KiwanukaAdam Williams’ Drop: The Missing Cryptoqueen

42mins

6 Feb 2020

Rank #15

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Episode 9: Lemon: How The Advertising Brain Turned Sour, Part 2

Part 2 with Orlando Wood, Chief Innovation Officer, System 1In part 2 of the conversation with Orlando Wood, we continue to explore why the advertising brain has turned sour through Orlando’s recently published book Lemon. In this episode, we spend time discussing long term solutions and alternatives to the current advertising environment. Orlando’s Drop: The Range: Why Generalists Triumph In a Specialized WorldPhilip’s Drop: The Alphabet Vs. The Goddess – Leonard Schlain

24mins

27 Dec 2019

Rank #16

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Episode 6: The Power of the Hero’s Journey

Part 1 with Joseph Illidge, Editorial Director, A Wave Blue WorldIn this week’s episode Philip talks with Joseph Illidge, Editorial Director of A Wave Blue World. Philip and Joseph discuss their roots in geek culture and how niche cultures are now mainstream influencers. They continue with the power of the Hero’s Journey” in narrative storytelling and why they are needed now more than ever.  

34mins

12 Dec 2019

Rank #17

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Episode 53: Hyping the Hype Handbook: A Conversation w/Michael F. Schein

In this conversation, Philip talks to the author of The Hype Handbook, Michael F. Schein. They discuss his new book and what he has learned from studying the principles, practices, pros and cons of those who practice the craft of hype. The Drop – The segment of the show where Philip and his guest share tasty morsels of intellectual goodness and creative musings. Philip’s Drop: All About Love by bell hooks Michael’s Drop: History Has Begun: The Birth of a New America by Bruno MacaesSpecial Guest: Michael F. Schein.

51mins

11 Feb 2021

Rank #18

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Episode 25: Unlocking Your Inner Primitive – A Conversation with Marco Greenberg

In this conversation, Philip spends time with Marco Greenberg, cofounder and president of Thunder11, NYC based strategic communications firm and the author of Primitive. In their conversation they discuss Marco’s new book Primitive and walk through the various archetypes that make up the “primitive” nature of some of the successful people encountered in the book. The Drop – The segment of the show where Philip and his guest share tasty morsels of intellectual goodness and creative musings. Philip’s Drop: Fetch The Bolt Cutters – Fiona Apple Marco’s Drop: The Surrender Experiment – Michael A. Singer Special Guest: Marco Greenberg.

50mins

7 May 2020

Rank #19

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Episode 24: Values and Meaning in a Post-Demographic World – A Conversation with David Allison

In this conversation, Philip spends time with David Allison, Founder of Valuegraphics. They discuss the work of Valuegraphics, which has created the first database of what everyone in the world cares about and how to leverage research and data that uses shared human values to understand each other and why target audiences behave the way they do. The Drop – The segment of the show where Philip and his guest share tasty morsels of intellectual goodness and creative musings. Philip’s Drop: Origin of Inspiration, Samuel Adoquei David’s Drop: A Beautiful Day in the Neighborhood Special Guest: David Allison.

56mins

24 Apr 2020

Rank #20