Contact Grant McCracken for event and ticket information.
Chief Culture Officer Boot Camp
Saturday, February 13, 2010 from 9:30 AM - 4:30 PM (ET)
New York, NY
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Chief Culture Officer Boot Camp
A one day seminar with anthropologist Grant McCracken
Nike’s “Just Do It.” Dove’s “Campaign for Real Beauty.” HBO’s confounding ability to crank out one successful drama after another. Microsoft’s “I am a PC” comeback. How did Quaker manage to lose $1.4 billion dollars on the purchase of Gatorade. Why does the corporation get somethings right and others wrong.
In Chief Culture Officer, anthropologist and consultant Grant McCracken argues that products and ads succeed when corporations capitalize on culture.
Keeping track of culture, understandings its opportunities, avoiding its pitfalls, this is the first order of business for the American corporation and something it does badly. This book argues that the corporation needs an expert in the C-suite who makes culture a full time responsibility, someone to join the CEO, CFO and CIO. What it needs is a Chief Culture Officer or CCO.
Are you ready to make your way to the C-Suite? Are you already in a senior position but would like to sharpen your cultural acumen? Are you already your company's unofficial CCO? As a marketer, planner, media specialist or manager you are uniquely positioned to bring change to the corporation as their Chief Culture Officer.
This participatory one-day seminar will give you a deeper understanding of:
•1. what to know about culture
–changing ideas of gender, body, family, home, self and group
–culture fast and slow, divergent and convergent
•2. how to monitor culture
–tracking the ‘fad, fashion, trend, culture’ continuum
–what to read and watch
•3. how to think about culture
–theory and models that clarify
–reading from surface to depth and depth to surface
•4. how to act on and in culture
–culturematics and other experiments for making culture
•5. how to work with and in corporate culture
–how to create a living, breathing corporation
This boot camp is an interactive learning opportunity; throughout the day we will use case studies following the teaching methodology of the Harvard Business School.
Join us for this one day event and give yourself, and your corporation, the opportunity to reap the benefits of cultural insight.
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Grant McCracken
Grant McCracken holds a PhD from the University of Chicago in cultural anthropology. He is the author of Culture and Consumption, Culture and Consumption II, Plenitude, Big Hair, The Long Interview, Flock and Flow, and Transformations. He has been the director of the Institute of Contemporary Culture at the Royal Ontario Museum, a senior lecturer at the Harvard Business School, a visiting scholar at the University of Cambridge and he is now a research affiliate at C3 at MIT. He has consulted widely in the corporate world, including the Coca-Cola Company, Diageo, IBM, IKEA, Sesame Street, Chrysler, Kraft, and Kimberly Clark. He has served on marketing advisory boards for IBM and the Boston Beer Company. Basic Books has just published his latest book: Chief Culture Officer.
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