From the Publisher
Why are people around the world so very different? What makes us
live, buy, even love as we do? The answers are in the codes.
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.
Rapaille's breakthrough notion is that we acquire a silent system
of codes as we grow up within our culture. These codes-the Culture
Code-are 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. What's 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
Cruiser-the most successful American car launch in recent memory.
He has used it to help Procter & Gamble design its advertising
campaign for Folger's coffee - 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 L'Oréal 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 archetypes-ranging from sex to money to health to
America itself-to give us "a new set of glasses" 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.
From the Jacket
"This book is just plain astonishing! Filled with profound insights
and ideas that have enormous consequences for today's
organizations. If you want to understand customers, Constituencies,
and crowds, this book is required reading."
--Warren Bennis, Distinguished Professor of Business, University of
Southern California and author of On Becoming a Leader
About the Author
Dr. CLOTAIRE RAPAILLE is the chairman of Archetype Discoveries
Worldwide and has used this decoding approach for thirty years. He
is the personal adviser to ten high-ranking CEOs and is kept on
retainer by fifty Fortune 100 companies. He has been profiled in
many national media outlets, including 60 Minutes II and
on the front page of the New York Times Sunday Styles
section. He lives in Tuxedo Park, New York.
Format: Trade Paperback
Published: July 17, 2007
Publisher: Crown Publishing Group
Language: English
The following ISBNs are associated with this title:
ISBN - 10: 0767920570
ISBN - 13: 9780767920575
