In this podcast episode, Ross Dawson interviews Tim Stock about his work in culture mapping. Tim explains that culture mapping involves understanding subtle cultural signals and the relationships between broader cultures and subcultures to help companies make informed design and business decisions. They discuss current cultural shifts in work, identity, and the impact of generative AI. Tim highlights the difference between human and machine intelligence, emphasizing that true intelligence is socially driven. He warns against the homogenization of thought due to AI's rapid adoption and advocates for structured analysis and cultural mapping to navigate societal changes. They also explore the future of work, the merging of physical and virtual spaces, and the need to raise standards for intelligence and creativity. The episode concludes with Tim's optimistic view on the potential of generative AI in education and skill development.