The architect of some of the most famous ad campaigns of the last
decade argues that culture is the most powerful vehicle for influencing
behavior, and shows readers how to harness culture to inspire other
people to share their vision.
We all try to influence others in our daily lives. Whether you are a
manager motivating your team, an employee making a big presentation, an
activist staging a protest, or an artist promoting your music, you are
in the business of getting people to take action. In For the Culture,
Marcus Collins argues true cultural engagement is the most powerful
vehicle for influencing behavior. If you want to get people to move, you
must first understand the underlying cultural forces that make them
tick.
Collins uses stories from his own work as an award-winning
marketer--from spearheading digital strategy for Beyoncé, to working on
Apple and Nike collaborations, to the successful launch of the Brooklyn
Nets NBA team--to break down the ways in which culture influences
behavior and how readers can do the same. With a deep perspective, and
built on a century's worth of data, For the Culture gives readers the
tools they need to inspire collective change by leveraging the cheat
codes used by some of the biggest brands in the world. This is the only
book you'll need if you want to influence people to take action.
