CULTURE CODE

Why are people around the world so very different? What makes us live, buy,even love as we do? The answers are in the codes. In The Culture Code,internationally revered cultural anthropologist and marketing expertClotaire Rapaille reveals for the first time the techniques he has used toimprove profitability and practices for dozens of Fortune 100 companies.His groundbreaking revelations shed light not just on business but on theway every human being acts and lives around the world. Rapaille'sbreakthrough notion is that we acquire a silent system of Codes as we growup within our culture. These Codes—the Culture Code—are whatmake us American, or German, or French, and they invisibly shape how webehave in our personal lives, even when we are completely unaware of ourmotives. What's more, we can learn to crack the Codes that guide ouractions and achieve new understanding of why we do the things we do In TheCulture Code, Dr. Rapaille decodes two dozen of our most fundamentalarchetypes—ranging from sex to money to health to Americaitself—to give us "a new set of glasses" with which to view ouractions and motivations. Why are we so often disillusioned by love? Why isfat a solution rather than a problem? Why do we reject the notion ofperfection? Why is fast food in our lives to stay? The answers are in theCodes. Understanding the Codes gives us unprecedented freedom over ourlives. It lets us do business in dramatically new ways. And it finallyexplains why people around the world really are different, and reveals thehidden clues to understanding us all.