Grant McCracken

Culturematic

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    Patrick Walther Thomsenhas quoted4 years ago
    Journalists use occasional pieces to test for what their next book should be.
    Patrick Walther Thomsenhas quoted4 years ago
    6. Cultivate a Deeper Field of Vision
    Patrick Walther Thomsenhas quoted4 years ago
    The well-prepared CEO will have four or five dramatically different scenarios. And for each of these scenarios, he or she needs a set of plans to allow the corporation to hit the ground running. We are approaching a world of such turbulence that only instantaneous response will give the corporation any hope of survival. If we wait till the change is upon us to begin our reaction, surely we must perish.
    Patrick Walther Thomsenhas quoted4 years ago
    Every corporation is predicated on a set of assumptions. They serve as the infrastructure of thought and action. Some of these assumptions are visible. (For example, many corporations are now using an “experience marketing” model from Pine and Gilmore.22 )
    Patrick Walther Thomsenhas quoted4 years ago
    4. Create the Catalysts
    Patrick Walther Thomsenhas quoted4 years ago
    5. Measure Return on Investment
    Patrick Walther Thomsenhas quoted4 years ago
    2. Discover the Vectors Outside
    Patrick Walther Thomsenhas quoted4 years ago
    3. Find the Assumptions Inside
    Patrick Walther Thomsenhas quoted4 years ago
    The Four Seasons
    Patrick Walther Thomsenhas quoted4 years ago
    First, there has to be a cultural change in play. Second, there has to be a careful strategic and tactical undertaking to find out what is now culturally possible, what has momentum. Third, the innovation has to be made and presented with the same deft hand. In each case, a nuanced and well-crafted Culturematic is called for.
    Patrick Walther Thomsenhas quoted4 years ago
    1. Bully the Bullies
    Patrick Walther Thomsenhas quoted4 years ago
    Here, too, we can see Knight spotting a change in the works. In the early days, Nike was really just for high-performance athletes, but Knight broadened the proposition until even people like Henry and Karen had their own running shoes and were now trying to work off all those flambé calories
    Patrick Walther Thomsenhas quoted4 years ago
    Professional snootiness can be even worse in the luxury hotel. It is not unusual for hotel staff to act if the status of the hotel was their own personal status. (The deeper problem may be that these employees are compensating for small salaries by paying themselves in arrogance.)
    Patrick Walther Thomsenhas quoted4 years ago
    Along comes Bogusky. He and Microsoft say, “Perfect! We’ll play third space. Apple can be avant-garde.” Thus did Microsoft find a way to tunnel under Apple’s hipster image and out into the new world of the creatively unaligned (figure 8-2).10
    Patrick Walther Thomsenhas quoted4 years ago
    In the place of huge quantities of bad things consumed by sedentary people, Nike would encourage couch potatoes to embrace a complete repudiation of Copacabana excess.
    Patrick Walther Thomsenhas quoted4 years ago
    Here’s how it worked. Our culture has been predicated on a simple distinction between the mainstream and the avant-garde. The mainstream is supposed to be conventional, rule bound, and risk adverse. The avant-garde is supposed to be rebellious, creative, and risk taking. It’s a crude distinction, but in our culture, it has proved a highly influential way of thinking about the world.8
    Patrick Walther Thomsenhas quoted4 years ago
    Along comes Apple. Using cultural categories to construct its own Culturematic, Steve Jobs and the agency say, “Perfect! We’ll play the avant-garde. PC can be mainstream.” And so was born the “Mac vs. PC” campaign, starting in 2006 and crafted by the agency TBWA Media Arts Lab. “Mac vs. PC” showed Apple (as played by Justin Long) to be hip, gentle, and patient, and Microsoft (as played by John Hodgman) to be small-minded, smug, and annoying. It was a huge success.
    Patrick Walther Thomsenhas quoted4 years ago
    Ideas and people tend to travel in packs. People in Silicon Valley tend to know other people in their industry or profession (Silicon Valley, say, or animatronics) and not to know people in even proximate industries (music, say, or anime). As Mark Granovetter and Ronald Burt tell us, something extraordinary sometimes happens when these worlds are brought together.41
    Patrick Walther Thomsenhas quoted4 years ago
    Maps used to belong to faceless bureaucracies and the state. They were literal. They gave up everything beautiful and imaginative to be accurate and clear.
    Patrick Walther Thomsenhas quoted4 years ago
    Spotting and sorting culture in this manner is a way of creating culture
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