The Shape of Business

A lot of business coverage focuses on what happened. A company raised capital, a brand opened another store, a product sold out, or a new technology changed the market.

We’re interested in what sits underneath those outcomes.

Why do people become attached to certain products? How does a brand become part of a culture? What makes a customer relationship valuable, and why do some companies struggle to turn genuine demand into a sustainable business?

FORME is an independent publication about the relationship between culture, consumer behavior, and capital.

We look at the things people buy, wear, use, follow, and spend time around, and the decisions that shape the companies behind them. Sometimes that means examining a consumer brand or an ordinary habit. Other times it means exploring technology, investing, or a choice a founder makes when the obvious answer doesn’t quite work.

The perspective comes from spending time around both companies and the people building them, with the belief that understanding a business requires more than reading its financial results.

Because what’s happening on the surface is often only part of the story.