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Levi-Strauss, the denim jeans and apparel maker, missed from the hip-hop trend. They didn’t recognize that those kids in baggy denim jeans represented a whole new—and profitable—market opportunity, one they could have observed coming if indeed they got but been watching the shape of American culture.
Levi Strauss isn’t alone. Too many corporations outsource their knowledge of culture to trend hunters, cool watchers, marketing experts, talking to firms, and, sometimes, teenage interns. The cost to Levi-Strauss was a billion us dollars. The cost to the others of corporate and business America is immeasurable.
The lessons? The American corporation requires a new professional. It needs a Chief Culture Officer.
Give McCracken, an anthropologist who now trains a few of the world’s biggest companies and talking to firms, argues that the CCO would keep a finger on the pulse of contemporary cultural styles—from tennis shoes to slow food to preppies—while developing a systematic knowledge of the deep waves of culture in the us and the globe. The CCO’s professionalism and reliability would allow the organization to see coming changes, even when they only exist as the weakest of signals.
Delightfully authoritative, trenchantly on point, bursting with insight and figure, Chief Culture Officer will increase your horizons—and your business.
Levi Strauss isn’t alone. Too many corporations outsource their knowledge of culture to trend hunters, cool watchers, marketing experts, talking to firms, and, sometimes, teenage interns. The cost to Levi-Strauss was a billion us dollars. The cost to the others of corporate and business America is immeasurable.
The lessons? The American corporation requires a new professional. It needs a Chief Culture Officer.
Give McCracken, an anthropologist who now trains a few of the world’s biggest companies and talking to firms, argues that the CCO would keep a finger on the pulse of contemporary cultural styles—from tennis shoes to slow food to preppies—while developing a systematic knowledge of the deep waves of culture in the us and the globe. The CCO’s professionalism and reliability would allow the organization to see coming changes, even when they only exist as the weakest of signals.
Delightfully authoritative, trenchantly on point, bursting with insight and figure, Chief Culture Officer will increase your horizons—and your business.
