K-shaped aspiration

Ana Andjelic
4 min readNov 18, 2020

Aspiration increasingly means different things to different people

The other weekend, in his Faster Lane weekly Monocle address, Tyler Brûlé generously offered a few “pointers” for “soldering through” the new lockdown. Brûlé’s pointers all sounded very privileged, but the one that stood out was to “start a grand project.” It involved suggestions to buy a house, build a little hut or commission a new-build boat. “These are good…

Ana Andjelic

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.