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Whats the big idea? In the book Apocalypse, the term itself is understood as a rapid, collective loss that fundamentally changes a societys way of life and sense of identity. Viewed as an ending of existence as we know it, rather than an end of all existence period, helps reframe such terrifying times of upheaval as our greatest opportunities for growth and improvement. Human history shows that our species has approached and retreated from the brink of annihilation time and again, offering inspiring wisdom and tales of resilience that should empower the modern reader to seize our turbulent moment by the horns. Below, Lizzie Wade shares five key insights from her new book, Apocalypse: How Catastrophe Transformed Our World and Can Forge New Futures. Listen to the audio versionread by Lizzie herselfin the Next Big Idea App. 1. Weve been here before Life in the 2020s started out scary, and its only getting more terrifying. The decade began with the worst pandemic in a century, upending our lives, health, and politics in ways were only beginning to understand. Climate disasters that may have seemed like distant possibilities are now upon us, no matter who we are or where we live. Political and economic systems that once seemed durable, even natural, are proving to be frighteningly fragile, cracking under the weight of an increasingly apocalyptic world. As the world we knew comes to an end, its easy to feel alone. But by spending time with archaeologists, I learned that cataclysms like climate change, societal collapse, global pandemics, total war, and even human extinction are not uniquely modern problems. Our ancestors experienced all those apocalypses. More importantly, they survived them all. We are the heirs of a long history of resilience, adaptation, and creativity that has already seen countless human beings through the worst of times. Our ancestors have so much to teach us about our future, if we can cast off our assumptions and learn how to listen to their stories. 2. Community and collaboration are keys to survival Around 47,000 years ago, humans in northern Europe found themselves facing a jumpy and unstable climate. Conditions swung between cold and warm and back again relatively quickly. Those who ventured out to new lands during warm periods could find themselves cut off from food, resources, and other communities when the cold suddenly returned. The animals they hunted started dying or migrating, and humans struggled to continually adapt to an environment they could no longer trust or predict. These humans were Neanderthals, and they would soon find themselves confronting another challenge: the arrival of Others who looked and lived just enough like them to rely on the same resources. Homo sapiens and Neanderthals were not competitors and enemies, nor victors and victimsor at least, not only those things. Early paleoanthropologists believed that what happened next was the apocalypse that set it all in motion. They believed those Others, Homo sapiens, eliminated Neanderthals through violence, competition, and domination, in a process that looked suspiciously like 19th-century colonial genocides. But 21st-century research has revealed that Homo sapiens and Neanderthals were not competitors and enemies, nor victors and victimsor at least, not only those things. By sequencing the Neanderthal genome, paleogeneticists were able to find pieces of it in almost every person alive today. That proved that Neanderthals and Homo sapiens had children together, in many places and at many times, and that those children would go on to have their own children, so successfully that our shared ancestry spread around the world. Neanderthals became us, and we also became them. We survived, together. 3. Apocalypses destroy old worlds, but they also create new ones I define apocalypse as a rapid, collective loss that fundamentally changes a societys way of life and sense of identity. An isolated drought might make for a few bad harvests and some tough years, but it wont force society to give up on farming entirely. A drought that lasts for decades, however, might do that. It could also lead to the overthrow or disintegration of the government that failed to prevent such a crisis. In this manner, environmental apocalypse spurs a political one in a feedback loop of destruction. Thats what happened in ancient Egypt 4,200 years ago, when catastrophically low Nile floods hit during and just after the reign of a weak and ineffective king. The construction of grand monuments like the pyramids abruptly stopped, provinces broke away from royal rule, and scribes wrote of an upside-down world so full of suffering that people began committing suicide by crocodile. Old Kingdom Egypt had been unified for 800 years until this apocalypse tore it apart. But in destroying the Egyptian state, this apocalypse also destroyed the strict social and economic hierarchy that had governed and constrained Egyptian lives for centuries. Wealth that had been concentrated in the capital flowed to newly independent provinces, and new leaders arose who boasted of taking care of their followers during the hardest of times, rather than extracting labor and resources from them as the pharaoh had done. Archaeological excavations reveal that commoners not only survived but also thrived during Egypts drought and state collapse. It was the elites of the old order who suffered most in the new, more equal world created by the apocalypse. And it is their perspective that written history is preserved and propagated, to the detriment of all our imaginations. 4. We already live in a post-apocalyptic world Most of us have been taught to see human history as a march of inevitable technological, political, and cultural progress. Weve been told that the world we live in today is the pinnacle of that progress, and any disruption to it is a terrifying tragedy. As we face our own apocalypses, its easy to feel that we have everything to lose and nothing to gain. These apocalypses connected the entire planet for the first time, sparking new identities, hierarchies, and ideas. But archaeology can help us see that the modern world is already postapocalyptic. It was built from the rubble of the twin apocalypses of colonialism and slavery. These apocalypses connected the entire planet for the first time, sparking new identities, hierarchies, and ideas, including capitalism and consumerism. They also resulted in the deaths of hundreds of millions of people, the enslavement of millions more, and the attempted destruction of ancient communities and cultures. Unlike the apocalypse that destoyed, but also remade, Old Kingdom Egypt, colonialism and slavery precluded the conditions necessary for recovery. Through centuries of unchecked resource extraction, they created a world thats dangerous for all of us who inhabit itand they continue to ensure our present and future apocalypses will transform into the worst versions of themselves. 5. Apocalypses are the best chance societies have for change The next apocalypse is no longer a specter on the horizon. It is here, no matter how much we wish we could delay or deny it. But that doesnt mean were doomed to the worst-case scenario. It means that this is our moment. This is our chance to harness the transformative energy of apocalypse to build a new, different, and better world. Weve misunderstood apocalypses as interruptions in the human story, unfortunate deviations from the path of progress and growth were supposed to be on. But in my research, Ive learned that apocalypses are the human story. Each and every one was a vital turning point that led to everything that came after, for better and for worse. Our apocalypse will be, too. Like it not, our world is changing. If we can move beyond denial and fear and look straight at the apocalypse, we have the chance to participate in, and even guide, our own transformations. In ancient Greek, the word apocalypse means the unveiling. Apocalypses are moments when we can see the truth of what our society is and what it could become. The world we thought we lived in is over. What world do we want to build next? Lizzie Wade is an award-winning science journalist and correspondent for the prestigious journal Science. She covers anthropology, archeology, and Latin America. Her work has appeared in Wired, The Atlantic, Slate, The New York Times, Aeon, Smithsonian, and Archaeology. This article originally appeared in Next Big Idea Club magazine and is reprinted with permission.
Category:
E-Commerce
At the Cannes Lions International Festival of Creativity, top agencies and brands vie for awards and hustle to close deals. As this years event wraps up, Autodesk CMO Dara Treseder shares the insider buzzfrom the continued rise of creator-led content to how brands navigate getting the right kind of attention in a polarized market. This is an abridged transcript of an interview from Rapid Response, hosted by Robert Safian, former editor-in-chief of Fast Company. From the team behind the Masters of Scale podcast, Rapid Response features candid conversations with todays top business leaders navigating real-time challenges. Subscribe to Rapid Response wherever you get your podcasts to ensure you never miss an episode. What are you hearing people talk about here at the festival? A lot is going on. There’s a recurring theme. I think . . . everyone is trying to figure out, How can I cut through without being cut out? How can I cut through without alienating a core part of my audience? Because we’re living in such a polarized time, where there are very few things people can align on. And so there is really that, but we are also in an attention recession, where it’s so difficult to get attention, and getting attention is not enough, because you have to convert that attention into intention, right? To get people to actually go into discovery, consideration, and ultimately purchase. So, it’s not just getting the attention, but the attention in the way that’s right for your brand. Exactly. Getting attention in a way that’s right for your brand and drives action, drives engagement. And now, there’s just so much that grabs people’s attention, so grabbing attention isn’t enough. It’s actually converting the attention into intention, into buyer intent. Are there any rules about it, or is it that each brand has to do it in its own way? I think that there are some themes that we’re seeing about how brands in general are doing this, across all industries, B2B, B2C, healthcare, technology, beauty, retail. We’re seeing some recurring themes. And I think one of the big themes is leaning into creators and community, because people show up for people. They might not necessarily show up for brands in the same way as we’ve seen in the past. So a lot of brands are leaning into [that]. I mean, creators are all over the place. Creators and athletes. Because creators and athletes come with a more dedicated and a more engaged and a more, I’m going to use the word rabid, a little bit, fan base. Yes, real fans. Real fans, rather than just celebrities that you see. I mean, we’ve been talking for a few years about influencers and how that has sort of changed the marketplace. It sounds a little bit like we’ve broken through to a new layer with that? We’ve certainly broken through to a new layer. And in fact, they don’t want to be called influencers. They want to be called creators. Because they’re saying, “Hey, I’m not here to just influence. I’m here to co-create with you to drive a certain outcome.” So we’re seeing that happen more now. And does that change the relationship that a brand like yours has with a traditional advertising firm? Are you going to creators in a different way? It definitely changes, because creators have, I think, a lot more say and a lot more power, and they’re taking a bigger space at the table. So, gone are the days, I think, where it’s just you find a creator, you tell them exactly what you want to do. If you’re actually trying to drive real results and you want their fans to show up, they’re taking an audience-first approach. So first of all, you’ve got to find that creator that aligns with your values. So you have to know they agree with you or they’re simpatico in that way before they start. There’s got to be trust. . . . And the trust goes both ways. You have got to trust that they are aligned to your brand values, they are aligned to your customer base, because remember, you want to cut through, you want to break through, but you are not trying to cut out a big portion of your customer base. So you need to make sure that you have that trust that yes, they are aligned to your brand values, they’re aligned to your purpose, they’re aligned to the outcomes, but then you also have to trust them to give them the space to do what they do. Because it can’t come across as an ad. It has to come across as something more organic, something that they would truly want to do on their own, because that’s when their audience shows up, and that’s what determines the result. Are you, in your conversations with your peers, with other CMOs, are you hearing them privately acknowledge like, Oh, we didn’t do that quite right? We alienated a group we didn’t want to. One hundred percent, especially in today’s world. . . . As we’re having these private CMO roundtables, we’re all sharing, here’s what went wrong, here’s what went right, here’s what I learned. And a lot of it is just, the margin for error is a lot slimmer than it ever was. There is a very thin line between cutting through and cutting out. It’s like walking on high heels on a teeny-tiny thread. There is no margin for error. And so . . . a lot of CMOs are thinking about, How do I do this and how do I do this well? . . . And I think one of the things that’s really important is making sure that you have a broad pull at the table as these decisions are being made, and that you are also able to pivot and adjust very quickly. I mean, you talked to me previously about this idea of opine with a spine, right? Yes. The idea that to break through, you have to say something sharp, but you’re also saying that the risk is higher than ever, but you have to take that risk. There’s no way out of this bind. There’s no way out. Let me tell you. Weve got to give CMOs and marketers, all marketers at all levels, weve got to give [them] a break. It is a tough world out there. And so, yes, you have to opine with a spine, but you got to be careful what you opine on. So you need to pick the thing that truly makes sense for your brand and business. You cannot opine on everything. If you speak about everything, you’re speakingabout nothing. And if you end up speaking about things that you have not earned the right to speak about, you don’t have the credibility to speak about, you could end up in some real hot water that you don’t want to be on. Not the good kind of bath, the scalding kind of bath. So there really is that thoughtfulness that has to go into it.
Category:
E-Commerce
On Sunday, J.J. Spaun sank a 64-foot putt to win the U.S. Open, one of the PGA Tours four major tournaments. Over the final seven holes, he made more than 136 feet of putts, including that curling 64-footer on 18. He was the only player to finish the U.S. Open under par, and it was his first career major win. It was also the first major win for L.A.B. Golf, the boutique manufacturer that outfitted Spaun with his DF3 custom putter. L.A.B. Golf is the new company shaking up the putter circuit, and its innovation is simple. Traditional putters have shafts that attach in front of the clubface or at the heel, creating twisting forces during the stroke. L.A.B. putters position the shaft directly through the putter’s center of gravity, behind the face, the shaft stabbing the putter head like a toothpick spearing a square of cheese. This creates a nontraditional forward shaft lean that eliminates torque and helps the face naturally stay square throughout the putting motion. J.J. Spaun reacts to making the winning putt on the 18th green during the final round of 125th U.S. Open Championship at Oakmont Country Club on June 15, 2025 in Oakmont, Pennsylvania. [Photo: Ben Jared/PGA TOUR/Getty Images] “Every other putter you’ve used, you’re trying to keep it square, Sam Hahn, L.A.B. Golf cofounder and CEO, says. With L.A.B., you’re trying to let it stay square. So it becomes more like so many other stroke sports out therethrowing darts, shooting a free throw, throwing a ballwhere you’re not thinking about managing the instrument, youre thinking about the target. The company has been built on one simple philosophy: Putting doesnt have to suck. [Photo: L.A.B. Golf] An accidental garage innovation In 2014, a Reno-based club builder named Bill Presse made an accidental discovery in his garage. While testing new designs, he stripped the grip from a putter, and when he grabbed the slick, ungripped shaft, his hand slipped and the putter face flopped open, almost instinctively. The putter head wanted to twist and turn on its own. This sparked Presse’s curiosity. Using a makeshift device crafted from a crutch and fishing wire, he tested every putter in his collection to see if any would remain square when properly suspended. None did. So he drilled holes in dozens of putter heads to find the precise shaft placement that would eliminate the unwanted rotation. This led him to design (and patent) the first lie angle balance putter, the Directed Force. He sold his L.A.B. putter directly out of his garage and at golf events and showcases. View this post on Instagram A post shared by L.A.B. Golf (@labgolfputters) A key early adopter In 2017, Hahn acquired one of Presse’s putters from a golf instructor and experienced dramatic improvement on the greens. (For you golf nerds, he went from a 1 handicap to plus 3.5 in six weeks.) Then, the club’s head fell off. When Hahn called customer service and sent in his broken L.A.B. putter, Presse personally called to apologize. Sam Hahn [Photo: L.A.B. Golf] “We hit it off instantly,” Hahn says. “We talked for hours on the phone and learned that were kindred golf spirits.” A few months later, Bill’s club-making company was struggling and was about to close its doors. Hahn, a music venue owner in Eugene, Oregon, and a closet golf addict, saw an opportunity and partnered with Bill in 2018 to form L.A.B. Golf. “The lie angle balancing concept was there, but nothing else really was, Hahn says. The marketing wasn’t there, the manufacturing wasn’t there, the infrastructure, the branding, the general vibethere simply wasn’t a company there. But there was a concept.” The L.A.B. Rats With no marketing budget, L.A.B.’s growth had to happen organically. Hahn spent time jumping between golf forums and online groups, explaining the physics behind lie angle balance and taking a humble approach when skeptical golfers said their putters looked like branding irons. “We knew we had to be a little self-deprecating and a little humble at first when we were out there making some pretty bold claims,” Hahn says. [Photo: L.A.B. Golf] Then, in 2021, Hahn discovered something unexpected: Two L.A.B. customers had created a Facebook group for L.A.B. fans. The group exploded into a thriving community where golfers share putting tips and success stories, many singing L.A.B.s praises. Hahn and his team began engaging with members, answering questions, and gathering feedback to inform their product design. Its a real-time focus group that Hahn and his team have leveraged to not only contiue to iterate and innovate, but to build putters that golfers actually want to use. “I log on to Facebook at night and see what’s going on,” Hahn says. “So when we sit in a product meeting and try to figure out what we should do next, it’s easy, because the customers are telling us every day what they want next.” Today, the group has been rebranded as the “Lab Rats.” It has more than 32,000 members and has been a critical component of the companys organic growth in popularity among amateur golfers. Adam Scott holds a custom L.A.B. Mezz.1-style putter at the Hero Dubai Desert Classic at Emirates Golf Club on January 14, 2025 in Dubai, United Arab Emirates. [Photo: Richard Heathcote/Getty Images] L.A.B. cracks the PGA tour Pro golfers are notoriously traditional and skeptical toward innovation. Yes, there are outliers, like Bryson DeChambeau, a famous tinkerer who has even used 3D-printed irons. Then theres Adam Scott: 2013 Masters champion, former World No. 1, and son of a club manufacturer. Scott first saw L.A.B. design in action during the 2019 Pebble Beach Pro-Am, when surfing legend Kelly Slater used the Directed Force to dominate putting competitions. “Kelly rolled it better than anyone in our groupthe two pros, the other amateur,” Scott recalls. “You couldn’t help but take notice.” Scott began using the putter on the Tour in 2019, pivoting to the L.A.B. Golf Mezz.1 putter in 2022. The following year, Scotts curiosity evolved into collaboration when he and Hahn met at the L.A. Country Club for a couple of beers, talking putters and sketching designs on cocktail napkins. The result: the L.A.B. OZ.1. “The initial inspiration for the OZ.1 started far away from putters and was more about classic, timeless designs that I like, like a Porsche 911 or a Rolex Datejust watch,” Scott explains. “That was the starting point, and then the nice thing was that we got to include some of the real L.A.B. look in this more conventional design.” Scott became L.A.B.s first official brand ambassador, and its easy to see why. Since switching to L.A.B. putters full-time in 2022, Scott has achieved remarkable consistency, ranking 19th and 27th on tour in strokes gained putting the last two years, a significant improvement from his previous putting struggles that once saw him rank as low as 188th. And when one golfer tries something new and has success, others take note. [Photo: L.A.B. Golf] The Putter that won the U.S. Open Phil Mickelson, Rickie Fowler, and Lucas Glover are among roughly a dozen PGA Tour pros who have used L.A.B. putters. With them, of course, is Spaun, who wielded L.A.B.’s DF3 model on Sunday, a refined version of the company’s original Direct Force design. Spans specific setup includes a 34-inch length, 70-degree lie angle, TPT graphite shaft, and two-degree shaft lean customized with a blacked-out Scotty Cameron grip. The putter paid dividends throughout the tournament, where he gained over 10 strokes on the field with his puttingthe second-best performance in the tournament. His final-round heroics included not just the tournament-clinching bomb, but also crucial birdies from 40 and 22 feet on the back nine. Its been really good for me lately, Spaun said in a press conference earlier this year after The Players Championship, where he lost to Rory McIlroy in a playoff. Hopefully it keeps doing what its supposed to be doing. [Photo: L.A.B. Golf] Spaun’s win puts L.A.B. on the map L.A.B. placed two players in Sunday’s final groups with Spaun and Scott each starting the final round in the top four, demonstrating the technology’s growing acceptance among golf’s elite performers, despite resistance from both players and manufacturers. “The whole environment is wildly competitive, cutthroat even,” Hahn says. “The other reps actively work to keep their product in people’s hands, and they don’t like it when nobody from nowhere starts taking market share.” Still, performance trumps politics. In addition to the dozen players on the Tour who have used L.A.B. putters, the companys European tour repreports 16 putters in play on the DP World Tour, signaling the putters slow but steady adoption. Spauns U.S. Open win is yet another windfall for the young company looking to earn a larger share of golf’s massive equipment market, valued at $11.7 billion globally in 2025. The company itself has grown anywhere from 150 to 300% every year since inception, according to Hahn, quadrupling its employee headcount to 225 over the last two and a half years. Sales tripled in both 2023 and 2024, and the company is currently on pace to double sales in 2025, though Spauns win could accelerate that trajectory. And theyve done it all while maintaining complete financial independence, and by defying conventional industry wisdom about marketing and endorsementswhich Hahn says theyll continue doing, as long as it keeps working. “We don’t create product in the name of growth, Hahn says. We create product in the name of making a better product. The growth just kind of takes care of itself if you honor the consumer.
Category:
E-Commerce
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