Levi Strauss isnât alone. Too many corporations outsource their understanding of culture to trend hunters, cool watchers, marketing experts, consulting firms, and, sometimes, teenage interns. The cost to Levi-Strauss was a billion dollars. The cost to the rest of corporate America is immeasurable.
The lesson? The American corporation needs a new professional. It needs a Chief Culture Officer.
Grant McCracken, an anthropologist who now trains some of the worldâs biggest companies and consulting firms, argues that the CCO would keep a finger on the pulse of contemporary cultural trendsÃ¢ÂÂfrom sneakers to slow food to preppiesÃ¢ÂÂwhile developing a systematic understanding of the deep waves of culture in America and the world. The CCOâs professionalism would allow the corporation to see coming changes, even when they only exist as the weakest of signals.
Delightfully authoritative, trenchantly on point, bursting with insight and character, Chief Culture Officer is sure to expand your horizonsÃ¢ÂÂand your business.
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