The Culture Code: An Ingenious Way To Understand Why People Around The World Live And Buy As They Do

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The Culture Code: An Ingenious Way To Understand Why People Around The World Live And Buy As They Do

by Clotaire Rapaille

The Crown Publishing Group | July 17, 2007 | Trade Paperback

The Culture Code: An Ingenious Way To Understand Why People Around The World Live And Buy As They Do is rated 5 out of 5 by 1.
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.

Format: Trade Paperback

Dimensions: 224 pages, 8.18 × 5.49 × 0.59 in

Published: July 17, 2007

Publisher: The Crown Publishing Group

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0767920570

ISBN - 13: 9780767920575

Found in: Marketing and Sales

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Reviews

Rated 5 out of 5 by from 200 Pages of Delicious Brain Food Dr. Rapaille thoroughly explore the adjuncts that compose our culture as a whole. By using simple principles, Dr. Rapaille offer interpretations to open our eyes and better understand why people in different cultures do the things they do. Each chapter is separated into an aspect of everyday culture like love and money and Dr. Rapaille explain each culture's interpretations of those aspects through discussions and anecdotes from people from each culture. Mainly, he focuses on the American culture, but he contrasts cultures from Europe and China to illustrate the fundamental differences. You will learn how a Chrysler is symbolized in the American culture. You will also learn why men in different cultures act differently on love and seduction. This book is a thoroughly enjoyable read. Dr. Rapaille wrote this book in a very easy to follow format and the content of the book just flows from one chapter to another. The content is hardly technical and by "imprinting" the reader with everyday examples, the reader will find his insight that much more interesting and memorable.
Date published: 2006-07-27

– More About This Product –

The Culture Code: An Ingenious Way To Understand Why People Around The World Live And Buy As They Do

by Clotaire Rapaille

Format: Trade Paperback

Dimensions: 224 pages, 8.18 × 5.49 × 0.59 in

Published: July 17, 2007

Publisher: The Crown Publishing Group

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0767920570

ISBN - 13: 9780767920575

Read from the Book

From the Introduction to The Culture Code The Culture Code is the unconscious meaning we apply to any given thing — a car, a type of food, a relationship, even a country — via the culture in which we are raised. The American experience with Jeeps is very different from the French and German experience because our cultures evolved differently (we have strong cultural memories of the open frontier; the French and Germans have strong cultural memories of occupation and war). Therefore, the Codes — the meaning we give to the Jeep at an unconscious level — are different as well. The reasons for this are numerous (and I will describe them in the next chapter), but it all comes down to the worlds in which we grew up. It is obvious to everyone that cultures are different from one another. What most people don’t realize, however, is that these differences actually lead to our processing the same information in different ways. My journey toward the discovery of cultural codes began in the early 1970’s. I was a psychoanalyst in Paris at the time, and my clinical work brought me to the research of the great scientist Henri Laborit, who drew a clear connection between learning and emotion, showing that without the latter the former was impossible. The stronger the emotion, the more clearly an experience is learned. Think of a child told by his parents to avoid a hot pan on a stove. This concept is abstract to the child until he reaches out, touches the
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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.

Editorial Reviews

“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