The Culture Code: An Ingenious Way to Understand Why People Around the World Buy and Live as They Do

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 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'Oreal 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.


NEWS & OPINION: Get Back In The Box - Rushkoff on other books

Posted August 4, 2006, 1:29 PM with category of Innovation & Creativity
This is the final post in a series on Doug Rushkoff's Get Back In the Box. In my last installment, I thought I would highlight his mention of other business books. Rushkoff has no hesitation about calling people out. Read more

NEWS & OPINION: Reveal the code

Posted July 25, 2006, 2:04 PM with category of Management & Workplace Culture
Clotaire Rapaille, author of the new book The Culture Code, is introducing a new way to market to consumers. To introduce him and his idea, let me start by giving  you some brain background. There are a few key parts of the brain -- the cortex ("the part of the brain that controls intelligence"), the limbic system (which controls emotions) and the reptilian brain ("only accessible via the subconscious, the reptilian brain is the home of our instincts"). Read more

NEWS & OPINION: The Culture Code - You Need To Keep Reading

Posted July 12, 2006, 4:31 PM with category of Personal Development & Human Behavior
I was familiar with Clotaire Rapaille from the The Persuaders documentary from a couple of years ago. He had this interesting idea that everything can be boiled down and explained with a single word - The Code. For example, the American Code for doctors is HERO. Read more


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ISBN: 9780767920575

About the Paperback

Publisher Crown Business
Publish date 07/17/2007
Pages 213
ISBN-13 9780767920575
ISBN-10 0767920570
Language English

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