The juiciest produce doesn’t necessarily come from better seeds, it comes from better soil. You can plant the same seed in two different places and get two completely different outcomes.

BigSpeak exclusive keynote speaker Dr. Marcus Collins is interested in why. In his forthcoming book GOOD SOIL, he explores culture as the environment everything grows from, not just what organizations say they are. 

GOOD SOIL explores the culture of work and its impact on organizations. It focuses on the backstage of a company, including employee experience and internal culture, and how that enables the front stage where organizations engage customers. The idea is simple: strong backstage conditions allow the front stage to flourish. Marcus explains how to build those conditions in the book.

When the soil is right, growth feels natural. When it is not, even strong ideas struggle to take hold.

Dr. Marcus Collins is an award-winning marketer and cultural translator, former Chief Strategy Officer at Wieden+Kennedy New York, Clinical Associate Professor at the University of Michigan’s Ross School of Business, and author of the bestselling book For The Culture. His work spans cultural strategy for brands including Google, Nike, Apple, and Beyoncé, and he writes for Forbes CMO Network.

GOOD SOIL will be released on February 9, 2027 through Hachette Book Group Basic Books.

Pre Order GOOD SOIL here. 

Let’s dig into good soil together. Invite Dr. Marcus Collins to speak at your next event, meeting or conference. Email info@bigspeak.com to inquire.