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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 Proctor
and 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.
Dr. Clotaire Rapaille is the chairman
of Archetype Discoveries Worldwide and has used the decoding
approach for thirty years. He is the personal adviser to
ten high-ranking CEOs and is kept on retainer by fifty Fortune
100 companies. He has been profiled in many national media
outlets, including 60 Minutes II and on the front pages
of The New York Times Sunday Styles section. He lives
in Tuxedo Park, New York.
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