Chief Culture Officer: How To Create a Living, Breathing Corporation

Опубликовано 7 сентября 2016, 18:04

Between them, Levi Strauss and Quaker managed to lose $2.4 billion because they failed to read what was happening in the world around them. Levi-Strauss missed the hip-hop wave, while Quaker overpaid for Snapple, taking a huge hit when they resold the company just two years later. Like so many other corporations, they outsourced their understanding of culture to trend hunters, cool watchers, marketing experts, consulting firms or internsΓÇöat a huge cost. Corporations need a new professional in the ΓÇ£C SuiteΓÇ¥ΓÇöa CCO or Chief Culture Officer-to keep a finger on fast moving trends while developing ta real understanding of the deep waves that move culture in America and the world. Apple, Virgin and Omnimedia depend on ΓÇ£gurusΓÇ¥ to navigate culture, and with great success. As an anthropologist, we can reverse engineer the likes of Steve Jobs, Richard Branson and Martha Stewart to reveal their secrets for ΓÇ£reading cultureΓÇ¥.