Welcome to AirSugar

What AirSugar is—and a few pieces worth your time.

“It’s not the plane, it’s the pilot.” Pete Mitchell, Top Gun: Maverick, 2022

Welcome to AirSugar.

This is where I write about the consumer economy, venture capital, geopolitics, product, brand, and culture. The essays are sharp, occasionally opinionated, and always rooted in lived context—whether that’s from investing, operating, or paying close attention over time.

If you’re new, here’s a short list of essays that reflect the themes and tone of the publication:

🇺🇸 Part I & II: The Tariff War Series

• Part I: America’s Self-Inflicted Economic Wound - How shortsighted trade policy punishes innovators, consumers, and the future of domestic industry.

• Part II: The Real Casualties - A close-up look at how economic nationalism hits Main Street—especially small businesses and startups.

🎯 Taste is the Alpha - A case for cultural intelligence as the most underappreciated edge in consumer investing.

🌏 Why American and Chinese Giants Fail Abroad - A comparative analysis of why tech giants struggle when they cross borders—and what this says about brand, product, and power.

🎭 What’s a Wantrepreneur? - The difference between founders and performers. A framework for spotting depth vs. theater.

🧠 The Paradox of Fashion Tech - Why most AI-powered discovery tools fail in the one industry that should want them most.

💸 Consumer M&A: Hard Truths and Strategic Realities - A founder-focused guide to building toward a real outcome—especially in a tougher market.

🍽 The Future of Food - On the wellness revolution, functional ingredients, and what legacy CPG got wrong.

Every essay is an attempt to clarify, connect, or challenge. There’s no set cadence—if I’m publishing, it means I think the piece adds value.

Thanks again for subscribing.

Brian

PS RIP Val Kimer.