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chief culture officer how to create a living breathing corporation
levi strauss the jeans and apparel maker missed out on the hip hop trend . they didnt 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 . br levi strauss isnt 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 . br the lesson the american corporation needs a new professional . it needs a chief culture officer . br grant mccracken an anthropologist who now trains some of the worlds biggest companies and consulting firms argues that the cco would keep a finger on the pulse of contemporary cultural trends from sneakers to slow food to preppies while developing a systematic understanding of the deep waves of culture in america and the world . the ccos professionalism would allow the corporation to see coming changes even when they only exist as the weakest of signals . br delightfully authoritative trenchantly on point bursting with insight and character chief culture officer is sure to expand your horizons and your business .