Sparks with Soul: A newsletter about possibilities.

“Opening” a mixed media lightbox made for me with love from artist Tiffany Shlain

We’re living in pivotal times, and the old playbooks won’t cut it.

Instead, we need sparks: the moments, signals, and ideas that reveal where culture and business are headed next.

Sparks aren’t just fads and trends. They’re a tsunami of opportunities, full of potential and possibility. They’re conversations that reveal deeper meaning and remind us that while machines compute, humans connect.

If we’re ready for them, these sparks can inspire us and help us cut through the noise to find the signal.

That’s where this newsletter comes in. It’s a place where I’ll share what sparks for me and others, in the hope it sparks something for you, too.

I’ll share:

• What I’m thinking about the transformations and trends that are reshaping our world.

• What I’m seeing as technologies, brands, leaders, ideas, arts, and activism evolve.

• What I’m doing as a speaker, adviser, educator, researcher and convener for extraordinary organizations.

I’m a Lecturer on the Business of Innovation faculty and Director of the Innovation Quest and a Gen AI grant at the USC Jimmy Iovine and Andre Young Academy, and adviser to Fortune 500 enterprises and growth startups. From the classroom to the boardroom, I work with some of the world’s most creative and inspirational people. Every day, I see sparks fly as brilliant innovators and transformative concepts come together. Now, I want to open up that alchemy of ideas, and share it with you, too.

Why launch Sparks now?

This past summer, I had an unexpected and strangely joyful revelation.

It started with a splitting headache that refused to fade. After five days, I headed to the ER, got a scan … and learned I had a brain tumor the size of a small avocado.

Uh, WTF?

Well, spoiler alert: the tumor turned out to be benign. Thanks to the amazing neurosurgeons and scientists at UCSF, I’m A-okay. The tumor’s completely gone, no further treatment is needed, and I’ve got more clarity and energy than ever. Yay!

Still, there’s nothing like a health crisis to focus your mind.

When I got the shocking news, I knew right away that I had to let the extraordinary UCSF medical team do their thing. (It helps that I’ve always found science super sexy!)

So I let them take care of my body. But I took care of my soul.

I decided, right there in the ER, that fear was a wasted emotion. So I let it go. Instead, like a flash of enlightenment, in the moment of my diagnosis, I doubled down on joy and positive energy. I chose love, and so much gratitude, for my care team, for the gift of time away from screens and gadgets, for precious moments with friends and family, even for the surgeries and IVs. (What an irony: I’d always hated needles. Now, I decided to love them.)

By focusing on soul, I surrendered to the things I couldn’t control, but kept myself in the driving seat of my experience.

As a result, my medical journey wasn’t terrifying. In fact, it was strangely joyous. I firmly believe that helped me to heal, and I know it helped me come out stronger on the other side.

That’s the power of soul. Science tells us how the world works, but “soul” shows us how we work: where we come from, what we stand for, who and how we love. All of our souls , like our fingerprints, are unique to us. When we harness the power of soul, we’re grounded, connected, intuitive, and unstoppable. And when we understand that, even the hardest experiences can become places of strength rather than fear.

What does that have to do with Sparks?

I’ve brought sparks to my work and my relationships, and found the ineffable spark of humanity in brands and products and organizations. It’s one of my superpowers.

Now, if you’ll let me, I’ll bring sparks to your inbox, too.

Stay tuned for more on that including a longform project I’m looking forward to sharing with you very soon.

In the coming weeks, I’ll also:

• Explain why humanity is the ultimate moat and empathy is the only thing that scales in an age of intelligent machines.

• Show you my new playbook for brand genomics, a framework for scaling and revitalizing modern brands.

I’m excited about the road ahead, and I’m hoping you’ll join me.

Remember: we’re surrounded by sparks of possibility. If we’re prepared and open to those opportunities, then we can fan those sparks into an enduring flame. Maybe even new playbooks.

Thank you for joining me. I’m hoping sparks fly for you too.

XO, Tina

P.S. Your 1st Sparks will be arriving in a few weeks. Hard to wait, I know, but you can do hard things :-).