Chief Culture Officer
How to Create a Living, Breathing Corporation
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Chief Culture Officer
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Narrado por:
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Fred Berman
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De:
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Grant McCracken
Acerca de esta escucha
Levi-Strauss, the jeans and apparel maker, missed out on the hip-hop trend. They didn't realize that those kids in baggy jeans represented a whole new and lucrative market opportunity, one they could have seen coming if they had but been paying attention to the shape of American culture. Levi Strauss isn't alone. Too many corporations outsource their understanding of culture to trend hunters, cool watchers, marketing experts, consulting firms, and, sometimes, teenage interns. The cost to Levi-Strauss was a billion dollars. The cost to the rest of corporate America is immeasurable. The lesson? The American corporation needs a new professional. It needs a Chief Culture Officer.
Grant McCracken, an anthropologist who now trains some of the world's biggest companies and consulting firms, argues that the CCO would keep a finger on the pulse of contemporary cultural trends, from sneakers to slow food to preppies, while developing a systematic understanding of the deep waves of culture in America and the world. The CCOs professionalism would allow the corporation to see coming changes, even when they only exist as the weakest of signals.
Delightfully authoritative, trenchantly on point, bursting with insight and character, Chief Culture Officer is sure to expand your horizons and your business.
©2009 Grant McCracken (P)2009 Audible, Inc.Los oyentes también disfrutaron...
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an 8h infomercial for YouTube
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The business marketing genius at the forefront of today's entertainment marketing revolution helps corporate America get hip to today's new consumer - the tan generation. When Fortune 500 companies need to reenergize or reinvent a lagging brand, they call Steve Stoute. In addition to marrying cultural icons with blue-chip marketers, Stoute has helped identify and activate a new generation of consumers. He traces how the "tanning" phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the same "mental complexion".
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Buy the paper book
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The first book to reveal how thinking like a designer can help solve the greatest challenges we face in business, society, and our daily lives. What can we learn from the ways great designers think-and how can it improve our world? In this highly original book by journalist Warren Berger, in collaboration with celebrated designer Bruce Mau, ten groundbreaking principles of design are shown in action-addressing business, social, and personal challenges and improving the way we think, work, and live.
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5 out of 5 stars
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This is a very, very good book.
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Reseñas de la Crítica
Lo que los oyentes dicen sobre Chief Culture Officer
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Total5 out of 5 stars
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Ejecución5 out of 5 stars
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Historia5 out of 5 stars
- ast3r
- 06-02-12
Brilliant overview for the layperson & the academi
Would you listen to Chief Culture Officer again? Why?
There are many insights in the book, it would be absolutely essential to listen to it time & again.
What did you like best about this story?
It gave me an overview of the concept, specifics about skillsets for a CCO & introduced me ( a layperson) to consumer culture.
Any additional comments?
Must listen - the narrator has done a fantastic job.
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