Entrepreneur Plus - Short White
For Subscribers

Wanted: Chief Cultural Officer Must think like Chris Rock. Gurus need not apply.

Anthropologists spend their time on remote Pacific islands or in the depths of the Amazon rain forest studying tribes unspoiled by modern life. At least that's what most people think, on those rare occasions when they think about anthropology at all. Not so, says cultural anthropologist Grant McCracken. He argues that modern commercial culture is not only authentic but incredibly interesting to the observant anthropologist. Has there ever in history been such a dynamic, diverse culture, where so many new customs, habits, and meanings are surfacing and disappearing so fast?

An anthropologist's job, he writes in Chief Culture Officer: How to Create a Living, Breathing Corporation, is "the urgent work of noticing." That, too, is the job of any company that wants to succeed in the marketplace that shapes and expresses our turbulent culture. McCracken, a Ph.D. who has taught at Cambridge, McGill, and Harvard Business School, now spends most of his time helping companies use anthropological insight to improve their marketing. He also writes a lively blog at CultureBy.com.

This is a subscriber-only article. Join Entrepreneur+ today for access

Editor's Pick

Related Topics

Business News

Airlines Know Their Boarding Process Is Excruciatingly Inefficient. Here's Why They Won't Change It.

One of the most frustrating parts of air travel isn't likely to get better anytime soon.

Business News

'Do You Hate Me?': High School Teacher Shares Wild Emails He Receives From Students

Jordan Baechler teaches high school students in Ontario, Canada.

Money & Finance

Want to Become a Millionaire? Follow Warren Buffett's 4 Rules.

Too many entrepreneurs are counting too heavily on a company exit for their eventual 'win.' Do this instead.

Business News

He Won the $2 Billion Powerball Jackpot. Now He's Snatching Up Swanky Homes Across Los Angeles.

Thirty-one-year-old Edwin Castro took his winnings as a lump sum.

Accounting

This Retired Mathematician Won $26 Million From State Lotteries ... Legally

Know your math like Jerry Selbee, and you can beat the system.

Business Ideas

55 Small Business Ideas to Start in 2023

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2023.