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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 Culture Codes invisibly shape how we behave in our personal lives, even when we are completely unaware of our motives. We can learn to crack these Codes and achieve new understanding of why we do the things we do. He has used the Culture Code to help Chrysler build the PT Cruiser: the most successful American car launch in recent memory; helped Procter & Gamble design its ad campaign for Folger's coffee, one of the longest-lasting and most successful campaigns in the annals of advertising; and he's helped GE, AT&T, Boeing, Honda, Kellogg, and L'Oreal improve their bottom line at home and abroad. And now, in this fascinating audiobook, he uses it to reveal why Americans act distinctly like Americans and what makes us different from the world around us. 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.
This book is just plain astonishing! Filled with profound insights and ideas that have enormous consequences for today s organizations. If you want to understand customers, Constituencies, and crowds, this book is required reading.
--Warren Bennis, Distinguished Professor of Business, University of Southern California and author of On Becoming a Leader
--Warren Bennis, Distinguished Professor of Business, University of Southern California and author of On Becoming a Leader