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I chatted with brand planner Mark Rukman about his quest to translate historical ways of thinking into advertising. Mark likes to joke that, as a historically obsessed, private-sector strategist, he thinks of himself as a nineteenth-century gentleman scholar working in the "Department of Analogies." We discuss Mark's journey from a childhood in the USSR to the lifeblood of capitalism: the advertising industry. Along the way, we explore the nonlinearity of life choices, historical rhythms and events, and even a few unresolved differential equations. Throughout our conversation, we return to history as a surprisingly powerful source of order and clarity in a chaotic world—and as an underused source of insight for brand strategy. Last but not least, we talk about Mark's witty new show, "Old Takes," in which he tackles the hottest cultural trends and historicizes them, showing that if we look back far enough, we've often seen them before.

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