In this conversation, Lance Koenig and Cecilia Parrish are joined by their first guest, Holly Chapman, head of brand at Papier, to explore the concept of microcultures. Holly shares insights into how Papier has built a cult brand with Microcultures, including its design philosophy and the importance of storytelling. The discussion delves into the various creative communities that drive trends, the significance of authentic engagement, and the lessons learned from working with different communities. The conversation emphasizes the need for brands to add value to their communities and adapt their strategies based on market differences.