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Title details for Chief Culture Officer by Grant McCracken - Available

Chief Culture Officer

How to Create a Living, Breathing Corporation

by Grant McCracken
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Trenchantly on point and bursting with insight, anthropologist Grant McCracken shows American corporations how keeping a finger on the pulse of contemporary cultural trends can change their business practices for the better — and ahead of the curve.
Levi-Strauss, the jeans and apparel maker, missed out on the hip-hop trend. They didn't realize that those kids in baggy jeans represented a whole new — and lucrative — market opportunity, one they could have seen coming if they had but been paying attention to the shape of American culture.
Levi Strauss isn't alone. Too many corporations outsource their understanding of culture to trend hunters, cool watchers, marketing experts, consulting firms, and, sometimes, teenage interns. The cost to Levi-Strauss was a billion dollars. The cost to the rest of corporate America is immeasurable.
The lesson? The American corporation needs a new professional. It needs a Chief Culture Officer.
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.
Delightfully authoritative, trenchantly on point, bursting with insight and character, Chief Culture Officer is sure to expand your horizons-and your business.

  • Creators

  • Publisher

  • Release date

    November 10, 2009

  • Formats

    • Kindle Book

    • OverDrive Read

      • ISBN: 9780465020102

    • EPUB ebook

      • ISBN: 9780465020102
      • File size: 338 KB

  • Languages

    • English

  • Reviews

    • Publisher's Weekly

      Starred review from October 12, 2009
      McCracken (Flock and Flow
      ), a research affiliate at Convergence Culture Consortium at MIT, argues that every company needs a chief cultural officer to anticipate cultural trends rather than passively waiting and reacting. CCOs should have the ability to process massive amounts of data and spot crucial developments among an array of possibilities; they will be able to see the future coming, no matter which industry they serve, and create value for shareholders, move product, create profit and increase the bottom line. McCracken provides an impressive list of individuals deeply connected and in tune with the zeitgeist including Steve Jobs, A.G. Lafley, Mary Minnick, Joss Whedon and Johnny Depp—who fought Disney in order to create a campy male lead in the Pirates of the Caribbean
      movie—as well as such corporations as Starbucks and Nike that have “refashioned culture.” McCracken’s case is persuasive, and his book, peppered with pop culture references and enlivened by his restlessly inquisitive nature (and ability to strike up conversation with just about anyone), makes for enlightening and entertaining reading.

Formats

  • Kindle Book
  • OverDrive Read
  • EPUB ebook

subjects

Languages

  • English

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