Look Inside. 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 companies.
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An award-winning team of journalists, designers, and videographers who tell brand stories through Fast Company's distinctive lens. Leaders who are shaping the future of business in creative ways. New workplaces, new food sources, new medicine--even an entirely new economic system.
While anthropologist, Dr. Clotaire Rapaille, is out there preaching the gospel of indelible cultural imprints, some critics argue that his methods stereotype cultures.
In this in-depth interview, we uncover the culture code as well as some of its criticisms. Clotaire Rapaille is out there preaching the gospel of indelible cultural imprints. And they always will. You see, a cultural code is not a simple box. So can we say that we are the land of the free, and at the same time be the land of prohibition and political correctness?
We seem to be sprinting towards homogenization. MTV and Starbucks everywhere. Immigration is churning the social architecture. Globalized companies are spreading consistent values that are country-agnostic. Are cultural codes getting weaker in a so-called flat world? We are not speaking of countries, or nations, which are obsolete concepts, but of cultures.
In that context, cultures are becoming more and more aware of their uniqueness, and are ready to fight and die to protect and preserve them. And when some die in the service of that culture, their deaths have a special meaning, which in and of itself is also a cultural imprint. The Kurds, who are dispersed in several countries, still preserve their culture, as do the Shia and the Sunnis. Quebec is going to fight again to become independent. The French are actually and unfortunately more French than ever.
The Japanese will return to being a military power, following their code, and despite half a century of pacificism. The Russians have snapped back to their code, which combines elements of a Tsarist structure and deeply seated religious beliefs.
Culture-codes are enormously resilient, capable of surviving incredibly hard times. In fact, the more they are attacked, the stronger they become as they wait patiently for their time to come back.
People have said that your codes are cultural stereotypes. Can a complex country like the U. Reference systems are a complex construct of tensions. The code is a simple way to access this system. A better way to think of a cultural archetype is as an empty structure, a magnetic field that organizes new content, for generation after generation. For me, the question is not about the validity of these stereotypes, but about their very existence.
They cannot be denied. They cannot be ignored. We should use the culture code to understand them. So we need to ask: Where are they coming from, what do they reveal about the collective unconscious that puts them to use? America, you maintain, is an adolescent culture. Oscar Wilde said that Americans are obsessed with their youth, and he was right.
We have been obsessed by it for about years now, way before botox existed. What changes is the temporary expression of the code, but not the code itself. This is the tension I speak of. So like adolescents in general were are obsessed by sex. Of course not all of us.
I am describing what the culture code offers to people in order for them to function and be accepted in a given culture. Hold on. Take our love of self-help and our fixation on germs.
Adolescents reject touchy-feely self-improvement and see themselves as immortal. Yes, of course, adolescents are complex. One day they are invincible, the next day they are depressed and want to kill themselves.
For the same reason, we cannot understand the sleeping giant, without the superman archetype. So these adolescent tensions stay with us as we get older. We have a long-term perspective when it comes to principles — we believe our Constitutional principles are self-evident, universal, and valid forever and ever. Both sides are, again, part of the American code. We have the oldest written constitution still operating in the world but we are obsessed by short-term results.
Up and down all the time, that is the adolescent mind driven by hormones. You say that cultures move at glacial speeds. Would you tell that to a year-old black woman or gay man who lived through the difficult years of the s?
We are not tolerant. We just created a new world where all the intolerant people can live together. Is Aaron Copeland chopped liver? Sorry but nobody will ever compare Copeland with Mozart. Most of the people around the world have no idea of who this guy is, but they all know Mozart. Are there some cultural codes that pre-determine a nation for wealth and success? Or is it the other way around…does economic success shape the Code?
Of course it does. Max Weber is the cultural North Star on this question. Confucianism, on the other hand values success.
Their success is based on some basic code elements that they share: tight family structures, a belief in education, and a flexible but powerful network.
Adam Hanft is a nationally-known authority on consumer marketing, business strategy and social trends. He and Clotaire Rapaille have worked with some of the same companies. Events Innovation Festival The Grill. Follow us:. By Adam Hanft 6 minute Read. Do Jerry Falwell and Chris Rock share the same cultural code? Do companies have Codes? How about religions? Impact Impact This filter for the front of an N95 mask could make it reusable Impact The coronavirus will reshape how we build offices—and where we build community Impact Uber just destroyed thousands of electric bikes.
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The Culture Code by Clotaire Rapaille
Clotaire Rapaille. Whatever we select for our library has to excel in one or the other of these two core criteria:. We rate each piece of content on a scale of 1—10 with regard to these two core criteria. Our rating helps you sort the titles on your reading list from adequate 5 to brilliant
The Culture Code - by Clotaire Rapaille
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 companies.
The Culture Code
The Culture Code is American to its core. In an era punctuated by Idiot's Guides , do-it-yourself schemes, American Idol , fad diets, People magazine, and Sparknotes , cultural anthropologist Clotaire Rapaille makes a perfect shelf-fellow alongside Steven Covey, Oprah, pore minimizers, and hoodia. His Code knows how and why Americans assume certain things about their lives, what external symbols represent and motivate their inner selves, what drives them to eat, drink, buy, work and play, and how simple insights can challenge their limiting worldviews. It is hard to put down. It is easy to believe. At face value, it is a revolutionary new guide to modern life.
An award-winning team of journalists, designers, and videographers who tell brand stories through Fast Company's distinctive lens. Leaders who are shaping the future of business in creative ways. New workplaces, new food sources, new medicine--even an entirely new economic system. While anthropologist, Dr. Clotaire Rapaille, is out there preaching the gospel of indelible cultural imprints, some critics argue that his methods stereotype cultures. In this in-depth interview, we uncover the culture code as well as some of its criticisms.