The Culture Code

The Culture Code

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

Book - 2006
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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. He has used it to help Procter & Gamble design its advertising campaign for Folger's coffee -- one of the longest-lasting and most successful campaigns in the annals of advertising. He has used it to help companies as diverse as GE, AT&T, Boeing, Honda, Kellogg, and L'Oréal improve their bottom line at home and overseas. And now, in The Culture Code , he uses it to reveal why Americans act distinctly like Americans, and what makes us different from the world around us.

In The Culture Code , Dr. Rapaille decodes two dozen of our most fundamental archetypes--ranging from sex to money to health to America itself--to give us "a new set of glasses" with which to view our actions and motivations. Why are we so often disillusioned by love? Why is fat a solution rather than a problem? Why do we reject the notion of perfection? Why is fast food in our lives to stay? The answers are in the Codes.

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.
Publisher: New York : Broadway Books, c2006.
Edition: First edition
ISBN: 9780767920568
Branch Call Number: 305.8 RAPAILLE
Characteristics: x, 208 pages ; 25 cm.


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May 09, 2017

The book was interesting, but hard to believe with the lack of data to substantiate the statements. Then when I read about Canadians and their "winter energy", I started pouring more salt on his conclusions of what Americans think about issues.

Feb 02, 2015

A wonderful cheat sheet for everyone who strives to understand the American culture in comparison with other cultures. Very helpful and truly indenious!

Mar 02, 2014

It was initially hard to take Rapaille's codes with a grain of salt. And after Rapaille mentioned helping a company make their foods more addictive, I found his siting depression as the primary (or at least only mentionable) cause of obesity to be slightly deceptive. There was no concrete data presented, only generalizations and the conclusion the he apparently drew, along with soundbites from people he'd queried. He did point out that these conclusions, "codes," represented the group not the individual. And his ideas were interesting, and apparently effective.


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