Surabhi Rathi, BUCK

💭 Thoughts on the power of narrative audio, Radiolab’s “The Secret to a Long Life”, and bringing diverse disciplines together.

Thought Enthusiast is an AdHoc Project where we chat with fascinating thought leaders across various facets of music, tech, and culture whose work we admire, simply asking “what’s on your mind?” and “why do you care?” 💭

As a Strategy Director at BUCK, a global creative company, Surabhi Rathi fuses analytical rigor with imagination and insight to launch brands in the world. Having lived in Mumbai, worked in Bengaluru, studied branding in New York City, and worked remotely in Seattle, she is yet undecided on what place to call home. In addition to leading strategy projects for top global brands, Surabhi advises the graduate students of the Masters in Branding program at the School of Visual Arts by sharing hard-won lessons from the trenches to equip emerging talent for meaningful futures.

While channeling immense strategic focus into her professional life, Surabhi balances intensity through nightly AMRAP sets at CrossFit. This year she aspires to cultivate a thriving herb garden, seeking the wholesomeness of homegrown food inspired by her father’s orchard in India.

🤝 Bringing diverse disciplines together 

I recently co-hosted an event called the Strategy Speakeasy at BUCK. Over fifty strategists and creatives from some of the best branding firms in New York City gathered to learn from, and engage with each other. It was an intimate evening designed to foster new connections and rekindle old ones. 

It was special. The vibrant exchange of conversations and insights left everyone energized for the new year. We came together to revel in our shared passion for a craft to which we devote so much of our lives.

It got me thinking about how important it is to go beyond our specialized spheres and nurture interdisciplinary relationships IRL in an increasingly virtual world. As 2024 begins, I want to go deeper with fewer and experiment in creating meaningful gatherings that bring diverse disciplines together.

🏛 The Journey Toward Freedom

Recently, I spent a full day at the Smithsonian's National Museum of African American History & Culture in Washington D.C.— the world's largest museum chronicling the African American story. Although impossible to fully absorb in one visit, the museum documents some of the most important yet overlooked narratives.

From the building facade woven with symbolism to the main exhibit, “The Journey Toward Freedom”, I was deeply moved by the museum experience. I learned about the central role civil rights activists played in expanding access for so many people of color. No matter your background, it will challenge assumptions and build a deep appreciation for the shoulders we all stand on today. I highly recommend it to anyone interested in learning about America’s history. 

🌎 Making our time on this pale blue dot truly extraordinary

I enjoyed watching Deep Sky — a documentary that captures the remarkable journey of launching NASA's James Webb Space Telescope (JWST) into orbit, a million miles away from Earth.

It is a tribute to the human virtues of patience and persistence on full display. Our days on Earth are breathtakingly brief, yet we find ways to weave meaning across centuries through daring acts of imagination.

So, as we navigate our own journeys on this cosmic voyage, "Deep Sky" serves as a reminder that, in the face of the infinite, our capacity for curiosity, persistence, and imagination is what makes our brief time on this pale blue dot truly extraordinary.

🗝️ The Secret to a Long Life

This year, I’m keen to try novel things—bringing intentionality, focus and presence to my everyday moments. One of my all time favorite podcasts, Radiolab has an episode called “The Secret to a Long Life”. It explores how new experiences expand our perception of time. A few days of adventures can feel like weeks. But in reality, “all that what we call novelty does” says a Zen Buddhist priest in the podcast, “is force us to pay attention” and that “it’s just a shortcut to the thing that actually makes memories”. So, because novelty forces mindfulness, it engraves richer memories that make life feel abundantly long in retrospect.

I don’t want to give too much away except that this episode will bring joy to your day. Give it a listen!

🇲🇽 Riviera Maya

I’m eager to delve into the rich tapestry of Mexican history and culture with my partner. I’m so looking forward to spending quality time with him on the sun-kissed beaches of Riviera Maya.

🎧 The power of narrative audio

My love for podcasts began over a decade ago when the medium first gained traction. A compelling voice to our ears can feel revelatory, as if a friend sitting besides you is unpacking fresh insights about the world.

I recommend it because good podcasts understand that the mind enters a relaxed yet focused state while taking in narrative audio. We lower our mental guard just enough to let story, emotion, and surprise sneak past our cognitive filters. I learn new things every day. Some of my favorite ones are:

– Plain English with Derek Thompson
– Hidden Brain with Shankar Vedantam
– Cautionary Tales with Tim Harford

My favorite podcasts sustain me through routines—providing inspiration and constant discovery without demanding my undivided attention. For that delightful partnership, I’ll happily remain a fan of this medium. 

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