Ana was the first guest on the Inspiring Futures podcast and it was great to have her back on the show to talk about her new book- The Business of Aspiration.The book is all about a new way for marketers and strategists to think about the interaction and intersection of brands and consumers. How brand value is now found in social good and the power of niches which serve as distinct worlds and cultures which create their own brands, but places where bigger brands need to connect. We talked about the importance of curators as providers of knowledge for those consumers who want to acquire category and brand expertise. When it came to specific brands, Ana mentioned Patagonia driving is brand strength not just from its environmental credentials, but also from the power it has within a diverse set of outdoor niches, Tracksmith for its dedication and focus, not just to running, but a specific type of runner.The Business of Aspiration is going to be published October 27thIt can be pre-ordered on Amazon https://www.amazon.com/Business-Aspiration-Cultural-Environmental-Capital/dp/0367554402