The Book

“Culture matters for reasons good and bad. First, it is the place to discover advantage, opportunity, and innovation.”

“Corporations live or die by their connection to culture.”

“Upward aspiration has been replaced by our search for authenticity.”

Grant McCracken, an anthropologist who now trains some of the world’s biggest companies and consulting firms, argues that the CCO would keep a finger on the pulse of contemporary cultural trends—from sneakers to slow food to preppies—while developing a systematic understanding of the deep waves of culture in America and the world. The CCO’s professionalism would allow the corporation to see coming changes, even when they only exist as the weakest of signals.

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