Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes.In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune 100 companies. His groundbreaking revelations shed light not just on business but on the way every human being acts and lives around the world. Rapaille’s breakthrough notion is that we acquire a silent system of codes as we grow up within our culture. These codes—the Culture Code—are what make us American, or German, or French, and they invisibly shape how we behave in our personal lives, even when we are completely unaware of our motives. What’s more, we can learn to crack the codes that guide our actions and achieve new understanding of why we do the things we do. Rapaille has used the Culture Code to help Chrysler build the PT Cruiser—the most successful American car launch in recent memory. He has used it to help Procter & Gamble design its advertising campaign for Folger’s coffee – one of the longest lasting and most successful campaigns in the annals of advertising.

为什么世界各地的人如此不同？是什么让我们像我们一样生活，购买，甚至爱？答案就在代码中。在文化代码中，国际知名的文化人类学家和营销专家克劳泰尔·拉帕勒首次揭示了他为数十家财富100强公司提高盈利能力和实践的技巧。他的突破性发现不仅对商业，而且对世界各地每个人的行为和生活方式都有启示。Rapaille的突破性概念是，随着我们在文化中的成长，我们获得了一个无声的代码系统。这些代码——文化代码——是我们成为美国人、德国人或法国人的原因，它们无形中塑造了我们在个人生活中的行为方式，即使我们完全不知道自己的动机。更重要的是，我们可以学会破解指导我们行动的密码，并对我们为什么要做这些事情有新的理解。Rapaille使用文化代码帮助克莱斯勒制造PT Cruiser，这是最近记忆中最成功的美国汽车发布。他用它来帮助宝洁公司设计Folger's咖啡的广告活动，这是广告史上持续时间最长、最成功的活动之一。