How to Create a Living, Breathing Organization
By Grant McCracken
Basic Books
$26.95, 214 pages
The American corporation needs a new executive—the chief culture officer. At least Grant McCracken, an anthropologist who now trains corporate executives, thinks so. And he's not talking about corporate culture. For sure, that's still as important as ever, especially as the economy begins to recover. Rather, he's talking about culture, as in the category of "cool." In Chief Culture Officer , he argues that a CCO would be able to spot potentially lucrative trends long before it's too late. He cites companies such as Nike, Volkswagon, Microsoft, Procter & Gamble, Dove and HBO as those that get it—the companies that understand winners capitalize on emerging trends, while losers simply react to them.
