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The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do, by Clotaire Rapaille
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Review
“This book is just plain astonishing! Filled with profound insights and ideas that have enormous consequences for today’s organizations. If you want to understand customers, Constituencies, and crowds, this book is required reading.”--Warren Bennis, Distinguished Professor of Business, University of Southern California and author of On Becoming a Leader
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About the Author
Dr. CLOTAIRE RAPAILLE is the chairman of Archetype Discoveries Worldwide and has used this decoding approach for thirty years. He is the personal adviser to ten high-ranking CEOs and is kept on retainer by fifty Fortune 100 companies. He has been profiled in many national media outlets, including 60 Minutes II and on the front page of the New York Times Sunday Styles section. He lives in Tuxedo Park, New York.
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Product details
Paperback: 224 pages
Publisher: Crown Business; Reprint edition (July 17, 2007)
Language: English
ISBN-10: 0767920570
ISBN-13: 978-0767920575
Product Dimensions:
5.5 x 0.6 x 8.2 inches
Shipping Weight: 7 ounces (View shipping rates and policies)
Average Customer Review:
4.3 out of 5 stars
194 customer reviews
Amazon Best Sellers Rank:
#39,027 in Books (See Top 100 in Books)
I said "wow" 8 times and gasped out loud 3 or 4 times as I read this stunning book. If you care about why Americans do what they do, this is a must read. Rapaille decodes how we feel about 24 different things (sex, food, fat, America) based on our most primitive responses. The higher functioning decision-making part of our brain doesn't guide us; our reptilian brain does.I have used the information in this book in political action groups I'm involved in, and I've used it for my own self-development projects.Fascinating.
Rapaille trained in France as a social scientist, but has spent much of his career as a marketing consultant. The observations presented in The Culture Code actually have a good deal of anthropological interest.Rapaille displays a particular knack at getting to the core values of various cultures (American, French, German, English, etc.) on which he then develops marketing advice for various national and international companies. While his observations and recommendations are .market oriented, he is also skilled at deciphering the (often unconscious) values and motivations of people in each culture, while also showing how they contrast with one another.
Anyone with substantial exposure to various cultures and an open mind will be impressed by their sometimes very surprising diversity, and will probably want to learn more about their similarities and differences (rooted in both human nature and the contingencies of place and history). Rapaille's book fits nicely into this genre, with the distinction of emphasizing how cultural insights might have value for commercial R&D and marketing. The book is also easy and quick to read.His methodology is a combination of three-hour focus groups, elements of psychoanalysis, and elements of general cultural anthropology, and it's backed by good academic credentials and the intuition and methodological refinement which come from many years of applying this approach to projects for large organizations.Interestingly, some reviewers describe Rapaille's findings as "obvious" whereas others strongly question his findings. I think the truth is somewhere in between. Based on my personal experience, the vast majority of his findings are largely on target, even though some are unexpected and maybe initially counterintitive, but of course that only adds to their value. It's also true that a few of his findings are overgeneralized or oversimplified or even questionable, but that tends to come with the territory, since social science is inherently somewhat fuzzy, so we can't expect the same rigor, precision, and replicability as physical science. In this regard, I do think that Rapaille should have done a better job of qualifying his findings and delineating their limitations, especially given the general audience for the book; that's my most significant complaint about the book, hence my 4-star rating.To summarize his general view of American culture, Rapaille describes us as being dreamers who are optimistic by nature, and who likewise have an outsized appetite for everything (achievement, status, money, houses, cars, food, love, physical attractiveness, health and longevity, etc.). We're not obsessive perfectionists, but we demand that things generally work and get the job done. We correspondingly tolerate and even expect mistakes, but we also expect people to fix and learn from their mistakes, and to bounce back from failures, preferably smarter and stronger than before; we especially like it when people overcome great adversity not of their own making. We likewise expect products and services and everything else to gradually keep getting better, which is why we embrace the new and are quick to discard the old, are busybodies, are willing to take risks, are impatient, and aren't especially intellectual or reflective. We expect our President, like Moses, to help lead us on this journey of progress, hopefully steering us to an almost utopian promised land discernable on the horizon. And finally, we have a lot of conviction about our cultural identity, which is why we have a sense of unity which transcends our diversity, class structure, individualism, and rebelliousness, and why we see ourselves as an appropriate model for the rest of the world.Beyond these widely recognized generalities, Rapaille presents a variety of more specific cultural traits, often linked with consumer products, and that's where his conclusions are more surprising and controversial. These more specific conclusions are too diverse to summarize here, plus you need to read the book to see how he derives and justifies them, so that you can judge for yourself.Overall, I think this is an interesting and enjoyable book which provides meaningful insight into various cultures, especially American culture, so I recommend it to anyone with an interest along those lines. As far as R&D and marketing, the book provides only a general framework, rather than being a "how to" instructional manual, so don't expect too much if that's your primary interest.
The book started out great and very engaging for a reader such as myself. The more and more I got into the book I found myself wanting the author to go a bit deeper than scratching the surface. It took a long time to read because it started to disengage. I wouldn't recommend this one unless you feel compelled to see the authors perspective.
I liked the "3rd hour focus group stories for getting at the deep emotional impact of events. I also liked the breakout of assumptions of how the world works (food, marriage, driving a car, etc). Many of the geographic differences across countries felt right.There were some minor annoying things- not all the codes seemed reasonable to me. Also, their presentation felt a little pseudosciency at times.That said the book was overall easy to read and I gained some insights in differences across countries/cultures
I originally ordered this for a college paper, it was one of my options for a business course. I saw the high reviews, but I was sure I would be bored and struggle to finish it. I a,m happy to say I was wrong! This was a very interesting read that I completed on a weekend. It was an eye opener for why we make the decisions we do about products.
This book offers a lot of food for thought about how we are molded by our culture. Dr. Rapaille's codes make sense to me and helps explain why I hold certain attitudes as an American. I wish the book gave us more of them for other cultures because it was so interesting to see the differences. His beliefs in how powerful the reptilian brain are in how we function are also thought provoking. Given his success as an adviser to corporate and political clients, this book also helps explain how they approach selling us products and services.
This book is incredibly clear to understand how our culture influences and imprints the way people interpret and react to their reality (and buy products).It describes fundamental clues to "align" our products and services according to this perspective.Highly recommended for people interested in learning fundamentals of marketing from a more antrolopological point of view.
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