Welcome to the latest issue of Future of Culture, where we explore the evolving art of building meaningful workplace communities.

Today, we're diving into insights from Bonin Bough, a marketing legend and community advocate, on creating spaces where employees, customers, and communities feel truly connected.

I first met Bonin at an event at Spring Place, a community hub in New York, and was blown away by his creativity and charisma, so was excited to host this podcast with him and share some learnings.

The Power of "Yes": Turning Companies into Thriving Communities

Bonin Bough has a mantra: “No is easy. Yes is hard.”

This approach encourages creativity and risk-taking as the path to meaningful engagement.

In his career, Bonin turned brands like Sour Patch and Pepsi into community hubs by saying “yes” to ideas that seemed wild but ultimately built unforgettable connections.

Stride Gum: Heaven Sent

Take, for instance, his project for Stride Gum. Bonin led one of the boldest stunts in marketing history by coordinating a 25,000-foot skydive without a parachute or wingsuit.

This jaw-dropping event, aired live on FOX, saw professional skydiver Luke Aikins plummet toward Earth, aiming to land safely in a net below.

More than just a spectacle, this stunt captured the fearless energy of Stride’s brand—and the imaginations of millions. Bonin’s goal was simple: create a shared experience so powerful it would become a story people wanted to tell, embodying Stride’s commitment to boldness and authenticity.

Sour Patch Kids: Patch House

Another of Bonin’s innovative ideas was “The Patch House” for Sour Patch Kids, a home-away-from-home for emerging artists to rest, connect, and create.

This house became a community of its own, giving young artists a place to recharge and bond. Both examples reveal that investing in people first, products second builds stronger, more memorable connections.

As Bonin says:

"Culture drives behavior. At the end of the day, as consumers, we really want to see cultures that reflect our own belief system and the cultures we identify with.”

This applies to the culture you build with your employees, as well as with your customers.

Pepsi: SXSW Community Investment

Under Bonin’s leadership, Pepsi transformed its presence at South by Southwest (SXSW) from a typical sponsorship to a true community partnership. Rather than just showcasing products, Pepsi created interactive experiences that fostered genuine connections among attendees.

The PepsiCo Podcast Playground offered recording pods where festival-goers could create live podcasts, providing a space for collaboration and storytelling. The PepsiCo Zeitgeist app aggregated real-time social media activity, helping attendees discover popular sessions and connect with like-minded individuals. And with the 3D-printed Oreos, Pepsi delivered a personalized, shared experience that sparked conversation and connection.

By designing experiences that allowed people to connect and create, Pepsi didn’t just participate in SXSW—it became part of the community. Bonin’s approach highlighted the value of showing up authentically and adding real value, cementing Pepsi’s role as an integral part of the SXSW experience.

3 Ways to Build Community with a “Yes” Mindset

What can we learn from Bonin’s approach? The true power of a brand—and a company—lies in how well it connects with people. Here’s how to make that happen, both within your team and with your customers:

Start with Purpose: Invest in your people and community with genuine support, not just messaging. Show your team and customers that you’re committed to adding real value, and they’ll remember and trust you for it.

Take a “Yes” Mindset: Encourage innovation by supporting bold ideas from your team and listening to your customers’ needs. When employees and customers see that you’re open to possibilities, you foster an environment where creativity and connection thrive.

Empower Emerging Talent: Whether it’s nurturing young talent within your team or supporting early-stage partners and customers, investing in growth creates lasting returns. Offering guidance and resources early on builds a foundation of loyalty, connection, and mutual success.

Resources for Building Community at Work

Podcast: Listen to Bonin Bough on Turning Companies into Communities 

Book: The Art of Community by Charles Vogl

Final Thought

What’s one way you can say “yes” today to build a stronger sense of community within your company? As Bonin has shown, those bold, shared experiences have the potential to create connections that endure and even transform business.

Until next time,

The Future of Culture Team