Jonny Bauer spent 13 years at Droga5 before testing a theory at Blackstone: what if brand got a seat at the table before any other intervention happened. That theory became FUNDAMENTALco, now working with six of the top ten PE firms and public companies like Delta Airlines, Visa, and Hilton.

From BBH to Droga5 to Blackstone: Jonny moved to the UK right after college, worked on accounts like Unilever and Audi at BBH, then spent 13 years at Droga5 before joining Blackstone in 2021 to test whether brand could shape a company before anything else did. 🌍

Brand as the Thread, Not the Afterthought: Most companies bring in brand last. Jonny built FundamentalCo to flip that, using brand to align a company's transformation from day one. 🧵

AI as Transformation, Not Just Efficiency: Jonny draws a clear line between AI that speeds things up and AI that changes what a company actually is. With Thrive Capital's Crete Financials, his team helped shift an accounting firm toward a CFO mindset. 🔬

Measure Twice, Cut Once: Brand plus AI beats AI alone, every time. The real question is never how to use AI, but what the company is trying to become. 💡

A Wordle Streak Before Any Big Meeting: Jonny starts every morning with the New York Times games. A clean sweep on Connections and Strands means he is ready for anything. 🧩