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PODCAST

Crack It In An Hour

Significant Industries Inc.

Welcome to the only podcast that tries to crack a problem facing the world—from the audacious to the ridiculous— in exactly one hour. From “How do we make aerobics a thing again?” to “How can we make aging more fun?”, Jesse, Simon and Romain—co-founders of Significant—take on a different problem and dive deep into a conversation about how they would or could go about fixing it. One problem, once a week, one hour to crack it.

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All Episodes

62:54

How do we expand our musical taste? — ft. Luke Yun

Crack It In An Hour ·

2026/04/07

Most of us are stuck. Stuck in the same playlist, the same three artists, the same songs we discovered in high school. And the algorithm isn't helping, 70% of music consumption comes from titles older than 18 months. So Romain brings the question to the table: how do you actually get people to leave their taste bubble? Joined by friend and digital creator Luke Yun, the crew digs into why taste is so hard to shake — comfort, identity, social pressure, and the three-second skip culture that's

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61:20

The new American sport.

Crack It In An Hour ·

2026/03/31

Creating a new sports league sounds easy…until you actually try to do it. In this episode Simon brings a big swing to the table: can they invent the next great American sports league? Alongside Jesse and Romain, the group dives headfirst into what modern audiences actually want. From rethinking gender in sport, to dialing in the right level of physicality, to dissecting what past leagues got right (and very, very wrong), the conversation quickly turns into a chaotic, hilarious, and

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62:17

Donate your blood.

Crack It In An Hour ·

2026/03/24

Only about 3% of eligible Americans donate blood. THREE PERCENT. For something that quite literally saves lives, that number feels…insane. In this episode Jesse brings the problem to the table and tasks Romain and Simon with figuring out how to change it. Is it awareness? Is it fear? Or is it something deeper about how we form habits and what actually motivates people to do things that don’t immediately benefit them? The gang digs into the psychology of behavior change, emotional

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61:52

Breaking the buzzword of community — ft. Nourhan Wahdan

Crack It In An Hour ·

2026/03/17

Somewhere along the way, “community” became one of the most overused words in marketing. Every brand wants one, every founder claims to build one, but what does it actually mean? In this episode, Jesse, Biz, and Romain are joined by brand strategist and creative director Nourhan Wahdan to unpack the buzzword and get closer to a real definition. Is community about scale or intimacy? Is it built around shared ideology, mutual support, or simply a sense of belonging?The conversation explores

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60:43

Can award shows reclaim their DNA?

Crack It In An Hour ·

2026/03/10

Award shows used to feel like cultural events. Now? Ratings are down, attention is split, and they just don’t seem to matter the way they once did. So Romain brings the question: how do we make award shows important again? The crew digs into what made them great at their best — shared moments, unpredictability, star power — and what it means to recreate that in a world without monoculture. We get tactical on format tweaks, audience engagement, and how to make them feel bigger than just

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66:41

Accepting Rejection — ft. Kathleen Munroe

Crack It In An Hour ·

2026/03/03

Rejection. We all hate it. We all face it. So this week Simon brings a tough one to the table: how do we actually get better at dealing with it? We’re joined by the fantastic actor Kathleen Munroe, to break down how to deal with “no” better. From auditions to everyday life, we unpack what rejection really is, the ingredients that make someone resilient, and practical techniques to reframe it from personal failure to simple mismatch. We even brainstorm product ideas to help destigmatize

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64:02

Can we fall back in love with reading?

Crack It In An Hour ·

2026/02/24

In a world where we scroll more than we sit, skim more than we study, and get our information in 30-second bursts, reading books feels…harder than it used to. So in this episode Jesse asks how we get people to read more books and whats stopping us? Sure, the obvious culprits are there. Endless notifications. Streaming everything. Social feeds engineered to hijack our attention. But the conversation doesn’t stop at “phones bad, books good.” The gang goes deeper on what reading actually does

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64:50

Doing nothing could be everything.

Crack It In An Hour ·

2026/02/17

There was a study where people would rather shock themselves than sit alone with their own thoughts. Not a metaphor. Actually shock themselves. And yet doing absolutely nothing has massive benefits for our brains, from creativity to emotional regulation to long-term mental health. So what gives? In this episode Simon brings Jesse and Romain a deceptively simple challenge: how do we help people do more nothing? In a culture built on distraction, productivity hacks and infinite scroll, “doing

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63:05

Let the kids roam!

Crack It In An Hour ·

2026/02/10

Somewhere along the way, keeping kids safe slowly turned into keeping them supervised at all times. In this episode, Romain kicks things off by asking a simple but uncomfortable question: when did letting kids roam start to feel irresponsible? Why has independent play, wandering the neighborhood, or figuring things out alone become so rare? Jesse, Biz, and Romain dig into the cultural, emotional, and practical reasons parents hold on so tightly—from fear and social pressure to convenience

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62:44

Can we stop replacing and start fixing?

Crack It In An Hour ·

2026/02/03

Somewhere along the way, “I’ll just pay someone to do it” became the default. In this episode, Jesse kicks things off by asking why DIY and basic handiness have quietly disappeared from everyday life. Why don’t more people try to fix things themselves? Is it the time commitment? The mental load? Or the fear of making it worse and having nothing to show for it? Jesse, Simon, and Romain get into the psychology of modern convenience, the satisfaction (and frustration) of doing things yourself,

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65:43

How do we get people to hydrate?

Crack It In An Hour ·

2026/01/27

Most of us know we should drink more water… and yet here we are. On this episode, Simon brings a deceptively simple problem to the table: why don’t people drink enough water? With nearly half of Americans falling short and around 30% walking around dehydrated, the gang (Biz, Jesse, Romain, and Simon) dig into why awareness hasn’t translated into action. From the rise of Stanley cups to the limits of wellness culture, they explore what actually drives behavior change — and what it would take

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64:35

Should we bring back landlines?

Crack It In An Hour ·

2026/01/20

Landlines are dead…but what would it take to bring them back? In this episode, Biz joins Jesse, Simon, and Romain as they discuss how we could bring one of the more recent forgotten pieces of technology back into our lives.What starts as a conversation about reducing screen time quickly turns into a bigger debate about purpose, nostalgia, and whether has just moved past communal technology. Could landlines be reimagined for modern life? How do other “old” things manage to feel cool again

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63:02

Do New Year's resolutions need a makeover?

Crack It In An Hour ·

2026/01/13

Every January, we promise ourselves change. Eat better. Move more. Finally become the person we swore we’d be last year. And then… most resolutions quietly die by February. In this episode, Simon brings a question he’s been circling with Romain and Jesse: how do we actually help people stick to their New Year’s resolutions?The group digs into the role resolutions are supposed to play, why they so consistently fail, and whether the entire concept needs a rethink. Are we asking too much

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62:33

Are value customers your most valuable QSR customers?

Crack It In An Hour ·

2026/01/06

“Value” has always been one of QSR’s biggest weapons. Cheap, fast, dependable. But what happens when rising food costs start chipping away at the very thing that made QSR… well, QSR?In this episode, Jesse, Romain, and Simon dig into the future of quick service restaurants and ask a deceptively simple question: are value customers actually your most valuable customers anymore? From redefining what “value” really means today, to exploring the emotional, experiential, and brand factors that

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63:31

Holiday Special: Old episodes, new takes

Crack It In An Hour ·

2025/12/23

It’s the Holiday Special, which means normal rules do not apply. In this episode Jesse, Simon, and Romain crack open five past topics — Aging, Sleep, Dating, Tennis, and College — to see what they got right, what they got wrong, and what new takes have emerged after letting these ideas sit for a while. Some opinions have evolved, some have hardened, and a few get completely re-litigated. It’s reflective, messy, funny, and exactly what happens when you put three strong opinions in a room at

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62:19

Will the great mall revival ever happen?

Crack It In An Hour ·

2025/12/16

The American mall didn’t die overnight—it slowly lost its reason to exist. In this episode, Jesse, Simon, and Romain unpack how overbuilding, e-commerce, cultural shifts, and the loss of hangout spaces like record stores hollowed malls out. Then they flip the question forward: what should a mall be in a world where online shopping is permanent? From experiential brands to fandom-driven spaces and destination food, the crew takes a crack at whether malls still have a future worth saving. Did

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63:34

How do you make bold choices? — ft. Alix Petit

Crack It In An Hour ·

2025/12/09

Why do some people leap while others freeze? In this episode, Romain, Jesse and Simon team up with French entrepreneur Alix Petit, founder of Heimstone, Creative Director of The Refreshment Club and the mind behind the Substack WHAT COMES AFTER. Together they unpack the psychology of making big choices, what failure really means, how physical well-being fuels mental courage, and the reasons people avoid change even when they desperately want it. Did they crack what it takes to choose

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62:40

America has a drinking problem.

Crack It In An Hour ·

2025/12/02

Drinking isn’t down because indulgence is down — it’s down because the entire culture around it is cracking. In this episode, Jesse, Simon and Romain tackle the decline of drinking as a social experience and ask what it would take to revive it. Are bars worse now? Is the rise of remote work, wellness trends, and “protecting your peace” killing the collective joy of being a little buzzed together? And what happens to human connection when everyone is terrified of being filmed after three

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63:05

Can social be good again?

Crack It In An Hour ·

2025/11/25

Social used to be… social. Remember that? Before everything became an ad, a performance, or a perfectly-filtered version of life? In this episode, Biz sits down with Jesse, Romain and Simon to figure out what it would actually take to make social media feel personal again. From whether Instagram introduced “the aesthetic era,” to the rise of finstas and close friends, the gang digs into how we went from genuine connection to algorithm-optimized broadcasting, and how we might reverse it. Can

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64:21

What writing does that texting can't.

Crack It In An Hour ·

2025/11/18

The written word is pretty powerful. Some people may complain about the time it takes or the process of, but maybe that's entirely the point. In this episode the gang discusses the idea of writing letters and the secret power of them, trying to figure out how we get people to see the value and participate in writing more of them. Did we crack it? Check it out.

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