Get a Better Edge: Read Chief Culture Officer
When my friend Grant McCraken published his book Chief Culture Officer, I naturally had to go and buy my own copy. His book is a manefesto to anyone working within a large corporation or any person or company who wishes to do business with the likes of Coke, Microsoft, IBM, and other big wigs. But this book is also great for any entrepreneur, MBA, anthropologist, or marketer who wants to offer more to the world than the degrees they got in college. Here are two points of advice to keep in your mind as you read:
1. If you come from a business background: pay special attention to the Anthropologists and Designers Grant mentions throughout the book. Ask yourself and figure out what do they believe or what did they observe, and why is it important to your business/career?
2. If you come from an anthropology, sociology, or ethnographic background: learn to understand the “humaness” of selling, marketing (making and delivering meaning), and the implantation and transplantation of culture.
Of course, I have to shed light on my favorite part of the book when Grant slams all the academic keepers of anthropology and the humanities who never apply their art to the real world or do a bad job of teaching students how to benefit from the liberal arts:
“These creatures of the humanities and the interpretive social sciences, should we not take the university away from them? Pay them off if need be. But for God’s sake, send them home. They have wrecked the liberal arts…. This is to say they created opacity at two of the places we hope for light.”
Enjoy your copy of Chief Culture Officer!
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