I recall a moment from over two decades ago, a conversation that might have felt ordinary in another context but as a Marketing professor struck me as profound. A close friend and old partner of mine of mine, Diego Poblete, was advising the Chilean biologist Humberto Maturana (1928-2021) on a marketing communication strategy for his institute (Matríztica). My friend began to explain the fundamentals of “marketing,” describing it as a