• The Culture Code

  • An Ingenious Way To Understand Why People Around The World Live And Buy As They Do
  • By: Clotaire Rapaille
  • Narrated by: Barrett Whitener
  • Length: 6 hrs and 33 mins
  • Unabridged
  • Release date: 08-23-07
  • Language: English
  • Publisher: Gildan Media, LLC
  • 4.2 (260 ratings)

Regular price: $20.99

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Publisher's Summary

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
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Customer Reviews

Most Helpful

By Eric on 08-04-08

Mapping cultures

The Culture Code is a sweeping survey of historical culture types, marketing, sociology and modern cultural analysis. This is an excellent but wildly mislabeled book. It's audio introduction said something about self-improvement (which it relates to in a huge stretch). What it really is is a psychological view of 'the Other' in the sense of viewing other cultures, groups, and national populations.

Rapaille spends a little time reviewing his successful consulting career to large corporations looking to define themselves and their products. This explains his background and provides the data for his series of case studies in how the code was developed and used. He uses archetypes, psychology, and language differences to explain why Germans buy the same vehicles as the French and Americans but for vastly different reasons. Yes, this does lead to generalizations and overstatements, but they are arguable points with interesting tangents.

Listening to this book before listening to "Nudge" or "The Wisdom of Crowds" or after "Predictably Irrational" or "Microtrends" will amplify and clarify many of the general conclusions.

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11 of 11 people found this review helpful


By Matt S. on 06-09-11

Worth 6 Hours of your Time

Plenty of interesting observations here. I've worked for a Japanese-based company for 15 years, and the explanations/observations about this particular culture were spot-on (and, I'm sure my Japanese freinds would agree about the many more conclusions made about Americans).

One warning: the Narrator's reading style really bothered me. I've purchased 20+ Audiobooks, and have never really been bothered by a narrator to this degree before. I got through the book by setting my iPhone to "2x" speed. Before buying, listen to the excerpt and make your own conclusion.

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6 of 6 people found this review helpful

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By Santiago on 10-17-17

Fascinating way to think about concepts in culture

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.

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By Michael on 04-07-17

Great if you're from US

Great if you're from US. Insightful.

Needs to be written from a global marketing view

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By Karley Beadman on 05-14-16

For the curious mind

If you are studying marketing, as I am, you will find this book relevant and insightful.

I am intrigued now to find out the codes for Australia. It would prove rather difficult because our country is made up of so many cultures.

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