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.
