The stories changing our moment. The messages that meet it.

Welcome to the Reculture Substack, where we explore what happens when culture, technology, institutions, and human behavior begin to shift faster than the stories built to explain them.

Through essays, conversations, and occasional field trips into everything from education to religion, we look for the ideas, language, and stories that can survive what comes next.

This Substack comes to you from the desk of Reculture, a strategy studio founded by CJ Casciotta. We work with leaders and organizations navigating change, complexity, and scale—developing positioning and messaging, shaping change narratives, and creating flagship media that helps strategy hold together as it moves through an organization and into the market.

These field notes are where that work meets the wider world: a place to study the stories changing around us, notice what old paradigms are starting to break, and experiment with what might replace them.

Subscribe to follow the field notes as they unfold. And if you’re leading an organization through change and need the story to hold together, come find us.