The Law Librarian Blog beats us to the punch, welcoming Grant McCracken’s new book Chief Culture Officer: How to Create a Living, Breathing Corporation.
Grant is a research affiliate here at our Convergence Culture Consortium. His new book shines a light into the hungry maw left largely unfed by consumer businesses: culture. From the description:
Levi-Strauss, the jeans and apparel maker, missed out on the hip-hop trend. They didn’t realize that those kids in baggy jeans represented a whole new–and lucrative–market opportunity, one they could have seen coming if they had but been paying attention to the shape of American culture.
Levi Strauss isn’t alone. Too many corporations outsource their understanding of culture to trend hunters, cool watchers, marketing experts, consulting firms, and, sometimes, teenage interns. The cost to Levi-Strauss was a billion dollars. The cost to the rest of corporate America is immeasurable.
The lesson? The American corporation needs a new professional. It needs a Chief Culture Officer.
Congrats to Grant on the new title. He not only supports C3 but always manages to put together stellar panels for our annual Futures of Entertainment conferences. So grab his new book today!