Geoff Cook on culture over scale

A.I. makes the world feel smaller. Brands, faster. Decisions, centralized. But does any of that actually bring you closer to people? In his latest Observer piece, BaseNYC Partner Geoff Cook argues that success doesn’t come from flattening markets, but from understanding them. Local culture isn’t a variable to optimize away. It’s the work. It’s also the logic behind Base as a company of cultures: rooted locally, connected globally, strong because we start with culture, not scale.

→ Read Geoff’s full perspective.