For decades, Clotaire Rapaille’s work focused on how people’s relationships with the most important concepts in their lives—love, health, and money, for instance—are guided by subconscious cultural messages. But recently, he has uncovered a new phenomenon: a "global unconscious," or core values and feelings that are consistent worldwide—the result of our constant interconnFor decades, Clotaire Rapaille’s work focused on how people’s relationships with the most important concepts in their lives—love, health, and money, for instance—are guided by subconscious cultural messages. But recently, he has uncovered a new phenomenon: a "global unconscious," or core values and feelings that are consistent worldwide—the result of our constant interconnectedness. He has also identified a new group who are paving the way for the future of decision-making: the Global Tribe. These individuals are fluent in the language of culture, untied to any notion of nationalism or ideology. They are defining the key values driving our new world economy, with profound implications for how companies market their products and services. Rapaille takes us on a journey through China, Brazil, India, England and everywhere in between to discover the new standards for luxury, pleasure, technology and education. How can elite brands compete in a world of knockoffs? How can universities maintain their prestige when a cheap master’s degree or doctorate is only a click away? We must speak the language of the Global Tribe in order to succeed. Building on seven years of research, Rapaille analyzes how this new mindset has taken hold in various regions, and how marketers and service providers can tailor their offerings and marketing accordingly. The Global Code is an invaluable glimpse at how our new multi-sphere world is affecting us all....
|Title||:||The Global Code: What We All Value, and Why, in the New World Economy|
|Number of Pages||:||288 Pages|
|Status||:||Available For Download|
|Last checked||:||21 Minutes ago!|
The Global Code: What We All Value, and Why, in the New World Economy Reviews
I read approximately two-thirds of this book before I gave up on it. ("Approximately" because at around the halfway mark, I started skimming.)A decade or so ago, I read the first of Rapaille's books on this topic, The Culture Code: An Ingenious Way to Understand Why People Around the World Buy and Live as They Do. So, I had expectations of this book's contents. Specifically, I expected it to be (1) to the point and (2) full of anecdotes to demonstrate that point.I am sad to tell you that this book is neither of those things.First, it is the most repetitious book I've read in years. Every paragraph explains something just covered in the paragraph before. Words defined early in a chapter, would be defined again (in the same way) later in the chapter. Maybe Rapaille expects his readers to read only a few pages at a time, but surely he can't believe we'd read a PARAGRAPH at each sitting!?Second, there are very few in-depth examples of anything. The intro included a vague bit about how different cultures view airplane travel and about how that research affected the Dreamliner 787's design. If you're thinking: "Oh, it's just the introduction. Obviously there will be a deeper dive later in the book", you would be wrong. This was possibly the most deeply discussed topic in the first two-thirds.Moreover, I felt like this book was pushing its political agenda harder than the previous. Not just in terms of actual discussions of politicians (always a dicey proposition), but in its assumptions. For instance it's taken as obvious that "beauty" necessarily means of the female form and that New York is necessarily the center of American culture. In my experience, these two positions are FAR from givens. And choosing to treat them as such makes any conclusions suspect... as well as the motives of the author (who came across as a condescending European misogynist thanks to these unexamined assumptions).Part of me wonders if this book simply needed a strong editor to thrash it into a cohesive narrative. Another part of me fears I'd have the same issues if I re-read The Culture Code with wiser eyes.
not so good.