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In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune 100 companies. His groundbreaking revelations shed light not just on business but on the way every human being acts and lives around the world.
Rapailleâs breakthrough notion is that we acquire a silent system of Codes as we grow up within our culture. These Codesâthe Culture Codeâare what make us American, or German, or French, and they invisibly shape how we behave in our personal lives, even when we are completely unaware of our motives. Whatâs more, we can learn to crack the Codes that guide our actions and achieve new understanding of why we do the things we do.
Rapaille has used the Culture Code to help Chrysler build the PT Cruiserâthe most successful American car launch in recent memory. He has used it to help Procter & Gamble design its advertising campaign for Folgerâs coffee â one of the longest-lasting and most successful campaigns in the annals of advertising. He has used it to help companies as diverse as GE, AT&T, Boeing, Honda, Kellogg, and LâOrÃ©al improve their bottom line at home and overseas. And now, in The Culture Code, he uses it to reveal why Americans act distinctly like Americans, and what makes us different from the world around us.
In The Culture Code, Dr. Rapaille decodes two dozen of our most fundamental archetypesâranging from sex to money to health to America itselfâto give us âa new set of glassesâ with which to view our actions and motivations. Why are we so often disillusioned by love? Why is fat a solution rather than a problem? Why do we reject the notion of perfection? Why is fast food in our lives to stay? The answers are in the Codes.
Understanding the Codes gives us unprecedented freedom over our lives. It lets us do business in dramatically new ways. And it finally explains why people around the world really are different, and reveals the hidden clues to understanding us all.
About: An anthropologist and marketing expert reveals techniques that can help companies decode the most powerful symbols within a culture, understand why each culture behaves the way it does, and use this information to devise their own business strategy.
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