08/12/2026
After many years in this business, we’ve learned something about fear:
It usually shows up right before it’s time to turn the page.
Right now, too many brands are afraid to do exactly that.
Budgets are frozen. Big ideas get watered down before they ever reach the market. Leaders want proof before permission. And too often, the people closest to Culture are being told to play it safe by the people furthest from it.
We get it. We’ve been in those rooms.
We’ve helped build brands through 9/11, the 2008 financial crisis, COVID, the great “diversity awakening,” and every version of “the world just changed” in between.
And we’ve learned that fear isn’t always a wall. Sometimes it’s a threshold.
That idea inspired the next chapter of TEN35, and our new website.
The experience takes inspiration from the timeless children’s book The Monster at the End of This Book. If you remember it, Grover spends the entire story desperately trying to stop you from turning the page because he’s terrified of the monster waiting at the end.
Spoiler alert: The monster was Grover.
That’s the idea. Fear is real. But it’s rarely the whole story.
The brands willing to turn the page are the ones that get to write what happens next instead of reacting to somebody else’s story.
Different brands. Different moments. Same courage.
We’ve attached a small taste, but the real experience is our new site.
Go turn the page. Then tell us what you think.
👇 Link in the comments.
We’re not in the business of playing it safe. Never have been.
Time to turn the page!
