Marc Ross on The Art of The Negroni

What Can a Cocktail Teach Us About Curiosity and Creativity? At first glance, documenting Negronis around the world might sound like a frivolous hobby. But could a simple cocktail become a vehicle for curiosity, experimentation and creative thinking?

On this episode, I speaks with geopolitical strategist Marc A Ross about an unusual passion project: ordering and documenting Negronis wherever he travels. What began as a casual habit has evolved into a magazine-style project called 50 Negronis, capturing cocktails from elegant bars to chaotic airport lounges. Along the way, the project has revealed something deeper about travel, culture and the value of experimentation.

But as the conversation unfolds, it becomes clear this episode isn’t really about cocktails. Instead it’s about how curiosity leads to discovery, why creative side projects matter, and how experimentation can enrich both our professional and personal lives.

Curiosity Starts With Small Experiments
Marc’s Negroni project began almost accidentally. While travelling frequently for his work as a geopolitical strategist, he started ordering Negronis and photographing them. What made the idea interesting wasn’t a search for the perfect drink.

Instead, Marc documented the entire experience — the great cocktails, the mediocre ones, and the truly terrible ones. That curiosity created a lens through which to experience the world differently. Bars became places for conversation, experimentation and discovery, and the project grew into a collection of stories from cities across the globe.

Creativity Through Play
A key theme of the conversation is the importance of playfulness. Marc deliberately avoids treating the project too seriously. The photos are simple smartphone snapshots, the documentation is intentionally loose, and the goal isn’t perfection.

That approach mirrors how many creative projects evolve; by removing the pressure to produce something “definitive,” the project becomes an experiment. And in the process, it becomes easier to create, learn and iterate.

Authenticity, Communication and Personality
We also explore how side projects can sharpen professional skills. Marc argues that communicators, leaders and even politicians should experiment creatively and share aspects of their personality. Authenticity matters. Whether it’s documenting cocktails, running unconventional events, or experimenting with new formats, people connect more with ideas that feel genuine. Sometimes the most powerful way to communicate is simply to follow an idea that genuinely interests you.

AI-Generated Timestamped Summary
00:00 – A cocktail as a conversation starter
Introduction; why Negronis might seem like an unusual topic for a podcast about human behaviour and yet…

02:00 – Recording in Sundance, Utah
Marc describes the Brigadoon gathering and its focus on conversation rather than traditional conference formats.

04:00 – The origins of the Negroni
Marc explains the history of the cocktail and why it remains a classic drink.

07:00 – The “50 Negronis” project
A disappointing airport Negroni sparks the idea of documenting the drinks Marc encounters while travelling.

10:00 – Capturing cocktails around the world
Marc explains how he photographs the drinks and records the ingredients when possible.

13:00 – Cocktail culture and experimentation
They discuss how bartenders experiment with ingredients and create new variations.

18:00 – Why the details don’t matter
The project becomes less about recipes and more about stories, places and experiences.

22:00 – Learning through experimentation
Christian reflects on how creative side projects can help people learn and explore new ideas.

30:00 – Lessons for communicators and politicians
Marc explains why authenticity and personality matter in leadership.

37:00 – Staying curious and having fun
The conversation turns to persistence, creativity and the value of pursuing ideas simply because they’re interesting.

42:00 – Where to follow Marc’s work
Marc shares details about Brigadoon events and his geopolitical newsletter.

Links
Caracal Global, Marc’s consultancy and advisory firm - https://www.caracal.global/

Brigadoon, Marc’s series of lovingly curated events - https://www.brigadoon.live/

Marc on LinkedIn - https://www.linkedin.com/in/marcaross/

Marc’s previous appearance on the show - https://www.humanriskpodcast.com/marc-ross-on-communication-strategy/

Sundance Mountain Resort - https://www.sundanceresort.com/