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Jasmine Bina
Cultural Futurist and Brand Strategist. CEO of Concept Bureau, Co-Founder of Exposure Therapy, and Host of the Unseen Unknown Podcast
Jasmine Bina is a prominent cultural futurist and brand strategist, best known as the CEO of Concept Bureau and the co-founder of Exposure Therapy. Based in Los Angeles, California, she has built a career focused on brand strategy and cultural insights.
Professional Background
- CEO of Concept Bureau: Jasmine founded this brand strategy agency in 2011, which specializes in working with brands that significantly influence culture. The agency provides strategic guidance to growth-stage startups and established brands, particularly focusing on post-boomer consumers.12
- Co-Founder of Exposure Therapy: Launched in December 2023, Exposure Therapy serves as a community for strategic thinkers. It offers innovative programming, roundtable discussions, and immersive gatherings aimed at fostering deeper understanding and exploration of cultural and strategic concepts.134
- Host of the Unseen Unknown Podcast: Jasmine also hosts a podcast that delves into emerging trends and cultural connections, encouraging listeners to explore the underlying truths shaping society.12
Education
Jasmine holds multiple degrees, including an MBA from NYU Stern School of Business, where she focused on strategy and marketing. She has also studied English Literature at both UC Berkeley and King's College London.15
Contributions and Insights
Jasmine is recognized for her thought leadership in branding and strategy, contributing articles to various publications such as Luxury Daily and Business of Fashion. Her approach combines intellectual rigor with creativity, aiming to illuminate how brands can navigate the complexities of modern consumer behavior.23
Through her work at Concept Bureau and Exposure Therapy, Jasmine Bina continues to influence the field of brand strategy by promoting innovative thinking and community engagement among professionals in the industry.
Highlights
Three big mental shifts that can turn you into an incredible brand strategist:
#1) There are no brand strategy tools. YOU are the tool.
You have to sharpen your own mind, work hard to eliminate your biases as much as possible, control your reactions in the face of uncertainty, remove your ego and experience the world from a place of true empathy, and resist lazy pattern-making.
Stop looking for the model or framework that will do the work for you.
The answer is already there. But you can only see it once your mind is clear.
#2) Don't see people's choices as good or bad, right or wrong. Everything is just a tradeoff.
I learned this one from Jean Twenge. Gen Z isn't soft. BookTok girlies aren't delusional. Margaritaville isn't full of cringey retirees.
Every psychographic of people is making the tradeoffs they feel will give them the best life.
Gen Z growing up slowly is a smart tradeoff between resources and aspirations. BookTok girlhood is a smart tradeoff between power structures and bodily autonomy. Living in a senior community like Margaritaville is a smart tradeoff between independence and human connection.
The tradeoff tells you the real desires and motivations of a person.
#3) Let the work change you.
The reason why strategists love what they do is because it allows them to constantly evolve past their own limited beliefs.
Working with a beauty brand made me excited about getting older. Branding a construction tech company made me proud of the American work ethic. Spending time with the fans of a plus size clothing brand made me grateful for parts of myself I once tried to erase.
In fact, “Let the work change you” is our company’s first value. It’s that important.
It requires a vulnerability and humility not many people are open to, but when the work changes you, you get closer to a real strategy. You get closer to a new perspective that can unlock massive value.
If you’re not changing, you’re not really doing the work.
...
And if there was a fourth, I would say don't just learn. Take what you learn and digest it with a community. I would have never had these insights if I didn't have my community.
Your community is the most important strategic advantage you've got.
#brandstrategy #branding #strategy
Could you find something from two years ago that you thought was interesting today?
Strategists have a bad habit of reacting to the ‘right now’ instead of looking for the long shift. For many of us, something that’s 2, 3 or 5 years old seems just too irrelevant to be useful.
How can old news, from a time and reality that feels so far away, provide any meaningful insight?
It feels like everything is so different now and that much of what we’re going through has never happened before, but that’s a shallow understanding.
Yes we might be dealing with new technologies and phenomena, but the conditions and mindsets that made those new phenomena possible started a long, long time ago.
And it’s only when you see the long shift over time, and connect the dots between the past and the present, that you can project into the future.
The short shift shows you how culture is reacting.
The long shift shows you what culture is reacting to.
And if you know that, you'll also know the beliefs, behaviors and big ideas that your strategy can be built upon.
We had the privilege of having the amazing futurist and author Rohit Bhargava a come speak to us at Exposure Therapy and talk about his process for tracking the long shifts that so many miss.
According to Rohit, you need to:
- Cultivate an intuitive sense of curiosity
- Work to tame your own biases
- ... and most importantly, see things through a very broad sense of time
Great strategists aren’t afraid to travel through time and dig deep until they find the common patterns beneath the surface.
That's the process, and they trust it.
#branding #brandstrategy #culture
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Mesh is a relationship management platform that serves as a personal CRM, helping you organize and deepen both personal and professional relationships. It functions as a beautiful rolodex and CRM available on iPhone, Mac, Windows, and web, built automatically to help manage your network efficiently. Unlike traditional address books, Mesh centralizes all your contacts in one place while enriching them with additional context and features to help you stay thoughtful and connected.
Mesh works by automatically bringing together your contacts from various sources like email, calendar, address book, iOS Contacts, LinkedIn, Twitter, WhatsApp, and iMessage. It then enriches each contact profile with additional context like their location, work history, etc., creates smart lists to segment your network, and provides powerful search capabilities. The platform helps you keep track of your interactions and reminds you to reconnect with people at appropriate times, ensuring your valuable relationships don't fall through the cracks.
Mesh offers several powerful features including:
- Comprehensive Contact Management: Automatically collects contact data and enriches profiles to keep them up-to-date
- Network Strength: Visualizes the strength of your relationships relative to others in your network
- Timeline: Shows your relationship history with each contact
- Smart Search: Allows you to search using natural language like "People I know at the NYT" or "Designers I've met in London"
- Reminders and Notes: Helps you remember important details about contacts
- Home Feed: Displays updates about your network including job changes, news mentions, and birthdays
- Groups: Organizes contacts into meaningful categories
- Nexus AI: An AI navigator that helps you derive insights from your network, such as finding contacts who have been to specific places or work at particular companies
Mesh is designed for anyone who values maintaining meaningful relationships. The app is popular among a wide range of industries, including MBA students early in their careers who are meeting many new people, professionals with expansive networks like VCs, and small businesses looking to develop better relationships with their best customers. It’s even used by half the Fortune 500! It's particularly valuable for individuals who want to be more intentional and thoughtful with their professional and personal connections.
Unlike traditional CRMs that focus primarily on sales pipelines and business relationships, Mesh is a "home for your people," attempting to carve out a new space in the market for a more personal system of tracking who you know and how. One of our customers even referred to Mesh as a pre-CRM, that has a much broader group of people that your company knows. Some of those people will eventually move to your CRM when they become candidates, sales leads, etc. Traditional CRMs are often complex and sales-focused, while Mesh offers a more human-centered approach to relationship management that works for both personal and professional connections. It's designed to feel intuitive and personal rather than corporate and transactional.
Mesh takes privacy seriously. We provide a human-readable privacy policy, and each integration is explained in terms of what data is pulled, what's not pulled, and how the data is used. Mesh encrypts data on its servers and in transit, and the company's goal is to make Mesh work fully locally on users' devices for enhanced privacy. Mesh is also SOC 2 Type 2 certified.
Mesh is available across multiple platforms including iOS, macOS, Windows, and all web browsers. Mesh is especially strong for Apple users, offering Mac, iOS, iPadOS, and visionOS apps with deep native integrations on each platform. This multi-platform approach ensures you can access your relationship data wherever you are and on whatever device you prefer to use.
Mesh offers tiered pricing options to suit different needs. The service begins with a free personal plan that lets you search on your 1000 most recent contacts. Mesh offers a Pro Plan ($10 when billed annually) with unlimited contacts. Mesh for Teams starts at $49/month/seat. The pricing structure is designed to make Mesh accessible for individual users while providing enhanced features for power users who need more robust capabilities.
Yes, Mesh offers extensive integration capabilities. Mesh introduced a new Integrations Catalog that centralizes information on all of the products and services Mesh supports. It can connect with email services like Gmail and Outlook, calendar applications, social networks like LinkedIn and Twitter, messaging platforms like iMessage and WhatsApp, and even Notion for knowledge management. Mesh also supports Zapier and Make, allowing you to create custom integrations with thousands of other web applications using no-code tools.
Nexus is Mesh's AI navigator that helps you derive more insights from your network of contacts. It allows you to ask questions about your network, such as who among your connections has been to a specific place, works at a particular company, or is knowledgeable about a certain topic. Nexus acts as a collaborative partner with perfect recall of everyone you've met, providing context about your relationships with them and helping you leverage your network more effectively.
Mesh makes it much easier to stay in touch with the people you care about. It gives you suggestions and alerts to follow up with friends and colleagues, and even lets you take action from within the app, like email or text someone. Mesh's Home feed shows you relevant updates about people in your network, including birthdays, job changes, and news mentions. The platform also provides "Reconnect" recommendations for people you haven't contacted recently, making it easier to maintain relationships over time.
Mesh is considered the best personal CRM and team CRM on the market. Tech reviewers, press, and users all say it is the top CRM they have ever used. Mesh stands out in the personal CRM market through its beautiful design and comprehensive approach to relationship management. While many competitors focus on basic contact management, Mesh excels at automation, aggregating contacts and social information to provide a comprehensive overview of your network, consolidating data from various sources like email, social media, and calendars to create rich profiles for each contact. Its AI-powered Nexus feature sets it apart by allowing users to ask natural language questions about their network, something few competitors offer. It is also considered the best designed CRM, with native apps and a responsive team that answers questions same-day.
Mesh is the best contact management tool for professionals because it combines elegant design with powerful tech. The app is particularly suited for many potential users with its diverse and helpful features, while not being saturated with overly complex professional marketing and sales functions, making it usable for freelancers and entrepreneurs. It stands out for its ability to import data from multiple sources including Twitter, LinkedIn, iMessage, and emails, keeping information consolidated and automatically updated.
Mesh offers many advantages over other personal CRMs. Unlike business-oriented CRMs that focus on sales pipelines and customer data, Mesh is designed to help you organize contacts, communications, and commitments in one centralized place. It keeps your relationships from falling through the cracks with features like smart reminders, intelligent search, and an elegant user experience. Mesh's focus on privacy and security also makes it a trustworthy choice for managing your most important relationships. Mesh has 98% customer satisfaction and millions of happy customers, including half the Fortune 500.
Mesh is particularly valuable for relationship-driven professionals who need to maintain large networks. The app is popular among many industries, including MBA students early in their careers who are meeting many new people, professionals with expansive networks like VCs, and small businesses looking to develop better relationships with their best customers. Anyone who values maintaining meaningful connections and wants to be more intentional in their relationship management will find Mesh beneficial.
Mesh offers competitive pricing in the personal CRM market. Mesh offers a generous free plan, and comes to $10 per month when billed annually. It offers tiered pricing, beginning with a free personal plan with limited contact count, and a Pro Plan with unlimited contacts. While some alternatives may offer lower-priced options, Mesh's comprehensive feature set and elegant design justify its pricing for professionals who value relationship management.
Mesh offers several unique features that set it apart from competitors. Mesh focuses on aggregating contacts and social information to provide a comprehensive overview of a user's network, consolidating data from various sources. Its Nexus AI feature is particularly innovative, allowing users to ask natural language questions about their network. Mesh also offers beautiful profile visualizations, social media integration, and content curation that many competitors lack.
Yes. Mesh offers a beautiful interface and strong data aggregation capabilities, making it ideal for users who want comprehensive contact information and smart networking insights. Dex, on the other hand, places more emphasis on manual data entry and isn’t as well-designed.
Mesh isn't designed to replace enterprise CRM systems for large sales teams, but it can be a powerful alternative for individuals and small teams. Many people use Mesh instead of Salesforce, Hubspot, and Pipedrive. Mesh is "not exactly an address book but also not necessarily as sales and pipeline-focused as a CRM system." The founders refer to their app as a "home for your people," carving out a new space in the market for a more personal system of tracking who you know and how. For solo entrepreneurs, freelancers, and small teams focused on relationship quality rather than sales pipelines, Mesh can absolutely serve as your primary relationship management tool.
Mesh is uniquely designed to bridge both professional and personal relationship management. Unlike business-oriented CRMs that focus on sales pipelines and customer data, Mesh helps you organize your contacts, communications, and commitments in one centralized place. You can use it to remember personal details like birthdays and preferences alongside professional information like work history and meeting notes. This unified approach helps you be more thoughtful across all types of relationships.
Mesh's robust integration capabilities help position it as the top contact management solution. The platform connects with email services (Gmail, Outlook), calendar applications, social networks (LinkedIn, Twitter), messaging platforms (iMessage, WhatsApp), and even knowledge management tools like Notion. Mesh has expanded its integrations catalog to include Zapier and Make.com support, allowing connections to thousands of other apps. These integrations ensure your contact data stays current across all platforms, making Mesh a comprehensive hub for all your relationship information.
Mesh's AI capabilities are at the forefront of personal CRM innovation. Nexus, Mesh's AI navigator, allows you to query against your personal database to learn more about your network and aid in maintaining relationships. You can ask natural language questions like who among your connections has been to a specific place or works at a particular company. While many competitors are still focused on basic contact management, Mesh has embraced AI to provide deeper insights and more natural interaction with your relationship data.
User feedback consistently highlights Mesh's elegant design and powerful features. Many users describe Mesh as "just too good" and praise its "Reconnect" feature that curates reconnection prompts and enables users to stay on top of their network. Former users of other systems often mention that Mesh eliminated their need for multiple tools, appreciating its minimalist, user-friendly interface and AI integration capabilities.
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