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The Culture Code

An Ingenious Way to Understand Why People Around the World Live and Buy As They Do

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About this listen

 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.

©2006 Clotaire Rapaille (P)2007 Gildan Media Corp Anthropology Consumer Behavior & Market Research Marketing Marketing & Sales Social Sciences Workplace & Organisational Behavior Workplace Culture Business
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If you're American wanting the codes to help you market to Americans then this is for you

Good for Americans

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This is a really interesting book. The discovery of archetypal representations of everyday products and concepts helps marketers connect with consumers.
It's centered on American culture, but also touches on France, Germany and the UK. These are places where the author has conducted work for different companies. So this audiobook will be especially interesting for Americans or those interested in understanding American culture.
It would have been interesting to include a discussion about how to research "culture codes" beyond those in this book, when one doesn't have the luxury of focus groups.

Fascinating way to think about concepts in culture

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I didn't like the book is so centred on the US and it's culture. I expected it to be a more overall study

Focus on America

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Not exactly the culture code I thought this would be about. Very much told from American point of view. I wonder what the author would think of the US today in 2020

Praise be we're American

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Great if you're from US. Insightful.

Needs to be written from a global marketing view

Great if you're from US

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