Inside the Collective | EP06 | Willie Mack | Turning Culture Into Commerce
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Inside the Collective | EP06 | Willie Mack | Turning Culture Into Commerce
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In this episode of Inside the Collective, Brad Amos sits down with Willie Mack, a creative and commercial strategist and partner at The Jays and The Carrot Collective, who has led over $1 billion in licensing and partnership deals and co-authored the legislation that opened New York's cannabis market.
They talk about the difference between brands that genuinely move culture and ones that just borrow from it, what most people get wrong about partnership, and how staying human matters most in categories built to sensationalise or sanitise, like cannabis and death tech. Willie also connects his photography and meditation practice directly to how he approaches business problems, and shares an unusually grounded take on where AI does and doesn't belong in creative work.
A conversation about building things that are commercially real without losing what made them worth building.
Inside the Collective is a podcast from The Carrot Collective, exploring the thinking behind how people work.