We think we’re pushing boundaries, but most businesses today are just grabbing the mic in a giant corporate karaoke, belting out ‘80s hits with TikTok filters. Bobbie Goods, Labubu, Strawberry Candy obsession… nothing new here. Just nostalgia with a fresh coat of viral paint — and impeccable timing.

At the Web Summit Rio in May 2023, Alain Sylvain nailed it: “Timing is more important than creativity.” His proof? The Beatles. They exploded in the U.S. not just because of their talent, but because they arrived precisely when TV was becoming the heartbeat of youth culture. One year earlier, they might’ve gone unnoticed. Creativity without timing is genius playing to an empty room.

Today, that “room” is the algorithm — and it adores reruns. We’re living in a pop culture time loop: reboots of The Office, sequels to Mean Girls and Inside Out, yet another Superman, yet another Fantastic Four, relaunches of Care Bears, Smurfs, Furby, even Tamagotchi. Nothing screams “innovation” like recycling our childhood for profit.

Why does this work?

Because we’re not selling products anymore — we’re selling emotions. Consumers don’t crave the new; they crave the familiar. Brands like McDonald’s, LEGO, Nike, and even Mattel have mastered this emotional time travel, profiting from memories rather than originality.

So, what’s your business doing?

How many great ideas have you killed because the timing felt off? Are you investing in real innovation, or just repackaging past feelings in glossy marketing? Is your branding truly fresh — or just a reboot in disguise?

You’ve got two paths:

1. Mine the past, find a nostalgic icon, and relaunch with algorithm-friendly timing. Safe, predictable, emotionally charged.
2. Bet on the unknown, knowing full well that without timing, the new might just die in silence.

Both take guts. But only one can make your business iconic. The other? Just another high-production cover band.

Next time you sit down to map your strategy, ask the uncomfortable question:
“Are we building the future — or just remixing the past with better packaging?”