Author: Jetta July
Jetta July is Chief Strategist at Twist Global and founder of Jettasetting, a culture-forward media platform and experiential consultancy at the intersection of travel, lifestyle, luxury-as-a-mindset, and emerging tech. An award-winning experiential marketer, storyteller and on-air media personality, she's also a guest lecturer at Northwestern University's Master of Science in Communication program, where she teaches how AI and influence intersect with brand strategy. Through Jettasetting, she creates content and experiences for creative outliers and the independent class.
Partnerships used to be about splitting costs or doubling reach. Now? The best ones come from unlikely pairings and create something neither side could build alone. McKinsey projects that ecosystem business models—interconnected networks of companies collaborating to deliver greater value than any could solo—could unlock a $100 trillion value pool by 2030. That’s roughly one-third of global sales. More than 70% of top-performing companies now say partnerships are critical to their strategy, with many deriving 30–60% of revenue from these alliances. Translation: partnerships aren’t a “nice-to-have.” They’re how things get built. So, how does a partnership work between a global…
I spent an embarrassing amount of time customizing V, my avatar in Cyberpunk 2077. I was low-key obsessed. Her hair, her tattoos, the precise shade of her lipstick…obsessing over details in a first-person game where I rarely see my own character. Buthere’s what struck me: even though I was looking through V’s eyes for 99% of gameplay, the intentionality I brought to building her affected everything. As I pondered every decision, from her backstory to her combat style to which fixers she worked with, I realized each choice shaped the doors that opened, the jobs offered, the reputation built across…
This January marks my first trip to CES, and everyone tells me nothing really preparesyou for it. It’s less a conference than a pop-up universe—a city within a city—full ofbright ideas, louder prototypes, and a relentless focus on what’s next. Everyone says it’s a mix of wonder, big energy, and breakthroughs happening at every turn. I believe it.I’ve spent my career moving through spaces where culture meets technology — fromsets and studios to classrooms and global events. I’m fascinated by how innovationshapes behavior long before we realize it. CES feels like the ideal place to observethose shifts as they happen.…