The Culture Code

  • by Clotaire Rapaille
  • Narrated by Barrett Whitener
  • 6 hrs and 33 mins
  • Unabridged Audiobook

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.


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Customer Reviews

Most Helpful

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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- Eric

Dubious theories and unfounded science

A good fiction title and a nice "feel-good" reading but this book fails to satisfy the very basic rules of logic.

One can propose a generalization of a phenomenon based on unique observations and, depending upon which school of epistemology you belong to, either treat it as a hypothesis that must yet be proven, or adopt it as theory until it is proven wrong (i.e., falsified). But in either case, the existence of a counterexample will shatter the claim. If you are willing to read Rapaille's book from a critical thinking perspective, you will find a counterexample to his theories on almost every page.
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- Vahe

Book Details

  • Release Date: 08-23-2007
  • Publisher: Gildan Media, LLC