In Brief

Anthropologist Grant McCracken discusses the thinking behind his latest book, Chief Culture Officer, a clarion call for the integration of culture into corporate strategy.

At our 2010 New York conference, Anthropologist Grant McCracken discussed the thinking behind his latest book, Chief Culture Officer, a clarion call for the integration of culture into corporate strategy.

Watch Grant’s presentation below: Some highlights from his talk:

– “Culture is the mystery for capitalism” – and while there’s no failsafe formula for solving it, acknowledging the necessity for cultural acumen within a company is the first step. In his talk, McCracken made the compelling argument that corporations need to make room for a ‘Chief Culture Officer’ in the C-Suite – a ‘club’ in which creativity and disruptive thinking is not generally rampant or rewarded. Chief Culture Officers would be charged with anticipating and uncovering ways to harness cultural trends to make business decisions that resonate with their audiences, rather than alienate them.

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