The Culture Code : An Ingenious Way to Understand Why People Around the World Live and Buy as They Do
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.
Showing 1-1 of the 1 most recent reviews
1 . Very interesting theory
Posted February 22, 2012 by Carol Milano , BurlingtonI've recommended this book to all my business friends, even bought a second copy for my son. I'm a marketing manager and I believe Rapaille has discovered a tool that can help us all narrow our scope of action when undertaking new projects or when trying to modernize existing systems. Loved that book.
June 06, 2006
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Excerpt from The Culture Code by Clotaire Rapaille
From the Introduction to The Culture Code
The Culture Code is the unconscious meaning we apply to any given thing ' a car, a type of food, a relationship, even a country ' via the culture in which we are raised. The American experience with Jeeps is very different from the French and German experience because our cultures evolved differently (we have strong cultural memories of the open frontier; the French and Germans have strong cultural memories of occupation and war). Therefore, the Codes ' the meaning we give to the Jeep at an unconscious level ' are different as well. The reasons for this are numerous (and I will describe them in the next chapter), but it all comes down to the worlds in which we grew up. It is obvious to everyone that cultures are different from one another. What most people don ' t realize, however, is that these differences actually lead to our processing the same information in different ways.
My journey toward the discovery of cultural codes began in the early 1970 ' s. I was a psychoanalyst in Paris at the time, and my clinical work brought me to the research of the great scientist Henri Laborit, who drew a clear connection between learning and emotion, showing that without the latter the former was impossible. The stronger the emotion, the more clearly an experience is learned. Think of a child told by his parents to avoid a hot pan on a stove. This concept is abstract to the child until he reaches out, touches the pan, and it burns him. In this intensely emotional moment of pain, the child learns what ' hot ' and ' burn ' means and is very unlikely ever to forget it.
The combination of the experience and its accompanying emotion create something known widely (and coined as such by Konrad Lorenz) as an imprint. Once an imprint occurs, it strongly conditions our thought processes and shapes our future actions. Each imprint helps make us more of who we are. The combination of these imprints defines us.