The signals.
The human story.
What’s shaping culture.
What’s shaping our thinking.
What we believe.
Working principles behind the practice.
Questions we keep returning to.
Identity is context.
Connection is earned.
A demographic label can help size a market. It cannot tell the whole story of what people care about. Strategy gets stronger when we understand their motivations, communities and cultural signals.
Explore Three Circles →Better tools.
More human judgment.
AI can speed up production. The leadership question is what deserves to be made, who it serves and how it earns trust. Efficiency has greater value when it creates room for better thinking.
Bring the conversation to your team →Give people
a role in the story.
Attention is a starting point. A useful next question is what someone can do: join, create, try, attend or return. Design the experience and the business model around that next step.
See the work in context →What the headline
metrics miss.
Three signals on creativity,
culture and human connection.
This edition looks beneath familiar measures of success: stronger output, bigger followings and broader reach. What do they reveal about how people develop judgment, which stories audiences want, and who a media plan actually reaches?
AI performance.
Human expertise.
A three-month randomized trial with 133 patent lawyers found better AI-assisted drafting. Later independent gains were concentrated among senior lawyers.
Why it matters +
Measure stronger output and developing judgment separately.
Question: How do we preserve apprenticeship as AI changes early-career work?
Working paper; experiment conducted and funded by Google. Earlier context, not new November news.
New faces.
Relatable stories.
UCLA surveyed more than 1,500 people ages 10–24. Nearly 40% would cast an unfamiliar actor, versus 16.8% choosing an influencer.
Why it matters +
Follower counts can obscure demand for relatable characters and friendship.
Question: Are briefs overvaluing fame and undervaluing the relationships audiences want to see?
Recent research. Stated preferences, not purchasing behavior.
Language changes
who gets reached.
TelevisaUnivision reported 85% audience exclusivity versus English-language soccer for adults 18–49 watching its Mexican national-team coverage.
Why it matters +
Assess incremental audience by property and platform when allocating sports budgets.
Question: How much audience does a plan miss when language is treated only as translation?
New last week, reporting October viewing. Broadcaster-reported Nielsen results; exclusivity uses a six-minute threshold and panel-only measurement.
Can new money save Hollywood?
More money can help Hollywood, but where it goes matters. The opportunity is to back fresh voices, reach overlooked audiences and give creators a meaningful stake in what they build.
Read the piece →A response to the headline’s question. Article text and publication date remain unverified; this is not an article summary.
Question for the week: What important human outcome is missing from the metric your team celebrates most?
On Javier’s radar.
Research, books, films and voices.
Original sources. Personal curiosity.
42 references · browse by category
Film & TV +
Atlas Berry / Frontier — YouTube →
A YouTube channel on Javier’s watch list, alongside the voices and ideas informing his perspective.
Vice Guide to Film →
A series exploring influential directors and the creative worlds behind their films.
The Director’s Chair →
Robert Rodriguez in conversation with filmmakers about their craft.
1982: Greatest Geek Year Ever! →
A documentary on the movies, television, music and games that shaped 1982.
The Story of Film: An Odyssey →
An exploration of cinema’s evolution through films, interviews and creative movements.
Kubrick by Kubrick →
A portrait of Stanley Kubrick through recordings of the director’s own interviews.
Gotham: The Fall and Rise of New York →
A documentary examining New York City’s transformation from 1990 to 2013.
I Am Not Your Negro →
A documentary drawing on James Baldwin’s unfinished writing to explore race and American history.
Secret Disco Revolution →
A documentary exploring disco and its cultural impact.
Lorne →
A screen reference selected by Javier.
Breakdown: 1975 →
A documentary connecting the social upheaval of 1975 with a wave of influential American films.
Research +
The growing power of Latino fans →
A report on Latino fandom and its role in the U.S. sports economy.
Hollywood Diversity Report →
The 2026 report, Part 2: Streaming. A reference for thinking about representation in entertainment.
Who gets seen. Who gets heard. →
AWN’s coverage of Netflix and USC Annenberg’s film and series diversity study. An archive reference from 2023.
The human advantage in an AI economy →
Why brain health and human skills belong at the center of the AI conversation.
State of AI trust in 2026 →
A look at the gaps between AI adoption and the governance needed to support it.
Trust in the age of agents →
As AI systems begin taking action, accountability becomes a leadership question.
Who trains the next generation? →
Rethinking how people develop expertise as AI reshapes early-career work.
The new management playbook for AI →
The organizational capabilities that help turn technology into business value.
A bookshelf for a changing world →
McKinsey’s annual collection of books on leadership, history, creativity and adaptation.
Newsletters +
The Industry →
A film-industry publication followed by Javier.
Media War & Peace →
Evan Shapiro’s newsletter, part of Javier’s media reference collection.
Voices +
Evan Shapiro →
A voice followed by Javier on media and cultural change.
Frank Cooper III →
A voice followed by Javier.
Scott Galloway →
A voice followed by Javier.
Atlas Berry →
A voice followed by Javier.
Charles D. King →
A voice followed by Javier.
Marcus Collins →
Culture and its influence on human behavior. A voice in Javier’s reference collection.
Ryan Holiday →
A voice on the radar. Specific favorite titles and Javier’s personal take will be added as the collection develops.
Andrew Huberman →
A voice on the radar, with interests spanning human behavior and performance.
Malcolm Gladwell →
A voice on the radar, exploring people, behavior and the patterns behind social change.
Books & Plays +
Leaves of Grass →
Poetry exploring the self, human experience and the world around us.
Sonny Boy →
Al Pacino’s memoir of his life and journey as an actor.
Rebel Without a Crew →
An account of independent filmmaking and the resourcefulness behind El Mariachi.
The Culture Compass →
Leadership and navigating corporate life while staying rooted in your identity. A reference selected by Javier.
Where the Sidewalk Ends →
Playful poetry and drawings that open space for imagination, humor and wonder. A reference selected by Javier.
The Creative Act: A Way of Being →
An exploration of creativity as a way of paying attention and moving through the world. A reference selected by Javier.
The Prophet →
Poetic reflections on love, work, freedom and the human experience. A reference selected by Javier.
Down These Mean Streets →
Identity, race and coming of age in New York. A book selected by Javier.
Kitchen Confidential →
The working world of restaurant kitchens, told from the inside. A book selected by Javier.
I Regret Almost Everything →
A life in restaurants and New York. A memoir selected by Javier.
The Indian Wants the Bronx →
A dramatic encounter across language and cultural difference. A play selected by Javier.
Ideas in print.
Work in the world.
What Bad Bunny teaches us about marketing in a multicultural America →
Javier discusses the convergence of football, entertainment, Latino culture and audience growth.
2026-10-01Two-way acculturation: Rethinking cultural influence in a multicultural America →
Research on reciprocal cultural influence and consumer attitudes, co-authored with Jake Beniflah and Madeline Beniflah.
2026-07-01Latinos are the fastest-growing fanbase in the NFL. What's the league's playbook? →
A reported story featuring Javier’s role in the NFL’s Latino audience strategy and Por La Cultura.
2024-12-21Javier Farfan →
A personal and career profile tracing Javier’s upbringing, community work and path through culture and marketing.
2015Reaching the “New Mainstream” →
A feature on Javier’s PepsiCo work and approach to reaching second-generation Latino consumers.
2013-01-02Cultural Relevance Keeps Verizon Ahead of the Pack →
An extended interview on Verizon’s audience strategy, go90 and entertainment partnerships.
2015-10-19PepsiCo Pulse Drives Millennial Content →
Javier’s perspective on Pepsi Pulse, brands as publishers and cultural relevance in digital content.
2014-09-30JUMP Nation marks 25 years of mentoring →
The origins and impact of the mentoring organization Javier established with Sally Narain and friends.
2017-04-12Explore the complete press collection +
38 confirmed entries
What Bad Bunny teaches us about marketing in a multicultural America →
Javier discusses the convergence of football, entertainment, Latino culture and audience growth.
2026-10-01Two-way acculturation: Rethinking cultural influence in a multicultural America →
Research on reciprocal cultural influence and consumer attitudes, co-authored with Jake Beniflah and Madeline Beniflah.
2026-07-01The future has arrived: Targeting the multicultural population is a proven growth strategy →
An interview credited to Javier Farfan and Jake Beniflah on multicultural audiences and business growth.
2016-10-01The future of marketing is multicultural: A conversation with Javier Farfan, Head of Music and Cultural Marketing, PepsiCo →
A conversation about cultural marketing, brand engagement and the evolving U.S. consumer.
2014-10-01Latinos are the fastest-growing fanbase in the NFL. What's the league's playbook? →
A reported story featuring Javier’s role in the NFL’s Latino audience strategy and Por La Cultura.
2024-12-21Javier Farfan →
A personal and career profile tracing Javier’s upbringing, community work and path through culture and marketing.
2015Reaching the “New Mainstream” →
A feature on Javier’s PepsiCo work and approach to reaching second-generation Latino consumers.
2013-01-02PepsiCo’s Javier Farfan Wants to Reinvent Latino Marketing →
A profile of Javier’s cultural branding work.
2012-03-21Javier Farfan Takes Stock of NFL Marketing as “Por La Cultura” Enters its Second Year →
Javier explains the audience research, cultural partnerships and execution behind the NFL initiative.
2022-10-17Cultural Relevance Keeps Verizon Ahead of the Pack →
An extended interview on Verizon’s audience strategy, go90 and entertainment partnerships.
2015-10-19PepsiCo Pulse Drives Millennial Content →
Javier’s perspective on Pepsi Pulse, brands as publishers and cultural relevance in digital content.
2014-09-30Pepsi Sponsors Global Latin Music-Star Concert →
Coverage quoting Javier on the Alejandro Sanz partnership and coordination across U.S. Hispanic and Latin American teams.
2012-11-26“You can’t sprinkle diversity onto companies”: How both brands and agencies can better respond to issues of race and culture →
Reporting from Advertising Week featuring Javier’s views on inclusion, multicultural investment and leadership.
2016-09-28Javier Farfan, vicepresidente de marketing de Verizon →
A Spanish-language career spotlight on Javier during his Verizon tenure.
2015-11-25Microsoft launches Wisin y Yandel Zune Music Player →
Coverage quoting Javier on the limited-edition Zune collaboration and engagement with bicultural audiences.
2007Microsoft Debuts Limited-Edition 30GB Zune Player →
Technology coverage of the Wisin y Yandel Zune release, including Javier’s comments.
2007-10-235 Companies Profiting from a Huge U.S. Market →
A broader business article citing Javier’s approach to PepsiCo’s U.S. Hispanic strategy.
2013-10-18JUMP Nation marks 25 years of mentoring →
The origins and impact of the mentoring organization Javier established with Sally Narain and friends.
2017-04-12Javier Farfan — Newhouse faculty profile →
An official biography covering Javier’s advisory practice, career, teaching and community involvement.
Latino Institute honorees →
Official recognition of Javier among the Joseph A. Unanue Latino Institute’s 2013 honorees.
2013Hispanic Achievers — past honorees →
Lists Javier as a 2023 Hispanic Achiever, identifying his Syracuse and NFL affiliations.
2023Culture Shifters Summit — The Globalization of Football Through Music →
Javier’s conversation with Audacy’s Jason Newman at Michigan’s Ross School of Business.
2026Culture Shifters Summit recap with Javier Farfan →
A social recap of Javier’s Michigan discussion on cultural relevance, artist relationships and global fandom.
Mastering the Art of Brand Marketing Summit — Shaping Tomorrow: How Brands Drive Social Impact and Influence Culture →
A listed conversation with Javier, moderated by Ariel Krieger, about brands, social impact and culture.
2024Syracuse Marketing Innovation Summit →
Lists Javier in the session From the Field to the Boardroom — Brand Building Through Sports.
Newhouse Summer Immersion in NYC →
Program schedule lists a Cultural Marketing Strategy mini-course taught by Javier.
Stillman School of Business Master Class: Andrew Rojas →
A student publication’s event report mentioning Professor Farfan among the introductions.
2021-10-08Sports Marketing Upfronts during Super Bowl Week →
Speaker listing featuring Javier in the NFL’s global brand and consumer marketing role.
2025Marketing Leadership Summit at Advertising Week →
Speaker listing featuring Javier’s NFL advisory role.
2024Raising the Bar on Inclusivity in Marketing Summit →
Lists Javier as Syracuse professor and J Wolf Advisors founder.
2024Brand Innovators Sports Marketing Summit →
Speaker listing featuring Javier as an NFL culture marketing strategist.
Brand Innovators Sports Marketing Upfronts →
A separate event listing featuring Javier as an NFL advisor.
Pepsi Marketing Exec on the Importance of Multicultural Marketing →
A conversation with Javier on multicultural marketing, campaign development and his career.
2020-05-09Culture Is the Strategy: Javier Farfan on Hustle, Legacy & Owning Your Career — Episode 20 →
A conversation on cultural strategy, leadership and career ownership.
Microsoft Introduces Limited-Edition Wisin y Yandel Zune Music Player →
Official announcement quoting Javier on the artist partnership and digital fan experience.
2007-10-23Zune Expands Internet Presence With Multiple Hispanic Digital Alliances →
Official announcement quoting Javier on Latin artist partnerships and Zune Música.
2008-04-08Pepsi Welcomes Latin GRAMMY Award Winning Best New Artist 3BallMTY to the Pepsi Music Family →
Official announcement quoting Javier on investing in emerging music talent.
2013Pepsi And Billboard Join Forces To Produce First-Ever Summer Beats Concert Series →
Official announcement quoting Javier on live music and interactive fan experiences.
2012Archive leads & research notes +
Additional leads awaiting original-source verification.
Zune and Latin music coverage — October 27 2007 issue →
Archived coverage identifies and quotes Javier in connection with Zune’s Latin music strategy.
2007-10-27Microsoft Dips Into Regional Mexican — February 23 2008 issue →
Searchable archive quotes Javier on regional Mexican music and cultural identity in Zune research.
2008-02-23Zune and Xbox promotional partnerships — July 5 2008 issue →
Archive excerpt credits Javier with helping secure Zune and Xbox promotional deals.
2008-07-05Pepsi music marketing and Team Pepsi — May 5 2012 issue →
Archive includes Javier in the Team Pepsi cultural branding roster alongside music marketing coverage.
2012-05-05Pepsi and 3BallMTY coverage — January 12 2013 issue →
Archive excerpt quotes Javier on the relationship between U.S. Hispanic and Latin American music marketing.
2013-01-12Pepsi Latin music partnerships — April 27 2013 issue →
Archive search identifies Javier’s comments on Latin-inspired music and entertainment partnerships.
2013-04-27PepsiCo SXSW brand plans — March 15 2014 issue →
Lists Javier as brand manager in coverage of PepsiCo’s SXSW activations across four brands.
2014-03-15ANA Multicultural Conference: Cultural Courage Trumps Cowardice →
A contemporaneous reproduction discusses Javier’s Verizon presentation on organizational readiness for multicultural marketing.
2015-11PepsiCo multicultural staffing and agency review coverage →
A blog reproduction contains reporting on Javier joining PepsiCo and his Microsoft and MTV background.
2011-09Zune interview with Javier Farfan →
A podcast archive lists an interview with Javier about Zune and reaching Latino youth.
#TotalMarketTalk with Javier Farfan — Verizon Wireless →
Archive lists David Chitel’s video conversation with Javier during his Verizon tenure.
2015-12-22