Porchlight Business Book Award Winner
FORBES Must Read Book for Spring
Amazon Best Book of the Year So Far
NABJ Outstanding Book Award
Porchlight Business Book Award Winner FORBES Must Read Book for Spring Amazon Best Book of the Year So Far NABJ Outstanding Book Award
Hardcover
Paperback
Because there’s no force more influential on human behavior than culture. What we wear, what we watch, who we marry, how we vote, what we support, and just about every aspect of daily living is informed by—and in many ways governed by—our cultural subscription. Therefore, if we can fully understand what culture is and the underlying physics of how it works, then we can leverage its sway to get people to take action.
That’s exactly what this book aims to achieve: to help people get people to move. I pull from both theory and practice—using stories from my own work spearheading digital strategy for Beyoncé to working with fortune 500 companies like Apple, McDonald’s, and State Farm—to break down the ways in which culture influences behavior. Then, I unpack for readers how you can do the same by integrating a deep perspective of culture, based on a century’s worth of data, and an understanding of the possibilities of today’s hyper-connected world.
Culture is a word we often use
but seldom fully understand.
So, why does that matter?
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PRAISE FOR
"An engrossing book that will make you better at any job. Warning: you might be up all night reading it."
Scott Galloway Author of Adrift
"For The Culture is the new bible for anyone who wants to understand how to influence behavior through culture. A uniquely compelling interpretation of humans today and how we see the world, brought to life with brilliant examples and stories along the way."
Lorraine Twohill CMO, Google
“For The Culture shows how companies can build brands that resonate with their market on a deeper level and create a strong emotional connection that will reward their business in the fight for their lifetime value.”
Tariq Hassan Chief Marketing Officer, McDonald’s NA
“Collins provides an insightful blueprint for harnessing the power of identity and culture to build brand love and inspire action. After reading Collins’s well-crafted gem, you will never go about marketing, advertising, or building communities quite the same way.”
Kenny Mitchell CMO, Levi’s, Prev. Snap
“Some people seem to intuitively ‘get it.’ Most do not. Collins articulates ‘it’ for the rest of us and provides not just an understanding, but a guide for how to actually engage and influence culture.”
Steve Huffman Cofounder and CEO, Reddit
“A must-have for any leader, marketer, or simply any person who wants to understand how culture impacts the world around us and how they can [create] impactful contributions to the tapestry of what shapes human connection.”
God-Is Rivera VP, Inclusive Marketing, Disney Media & Entertainment
““Marcus Collins not only makes the definitive argument for why engaging in culture is critical to commerce and anyone who wants to influence behavior, but he also removes the mystery behind how it’s done without misusing or appropriating it.”
Detavio Samuels CEO, Revolt
“Collins gives us a look into cultural nuances we can use to make meaningful connections and drive action. This book is insightful, enlightening, and sure to challenge any preconceived notions about communicating with the world. Talk the talk, walk the walk, and always do it for the culture.”
Jay Norman Global Head of Music Marketing, Spotify
"We all know culture can be a vehicle for influence, but in For the Culture, Collins shows us how. He provides fascinating deep dives into the power of cultural community and illustrates how we can use it to change minds and inspire action.
Jonah Berger Bestselling author of Contagious
"Marcus Collins does much more than identify potent drivers of human conduct such as values, ideologies, norms, and trends. With compelling prose and vivid accounts, he locates their common source in the concept of culture — which he beautifully dissects and knits back together for readers like a skilled surgeon."
Robert Cialdini Author of Influence and Pre-Suasion
“Collins is a comet moving effortlessly through branding, marketing, engagement, advertising, social media, and meaning making, giving new life, clarity, and purpose to them all. My advice: read this book! It will transform you, your career, and how you see the world.”
Grant McCracken Anthropologist and author of Chief Culture Officer
“For the Culture explains the profound influence of cultural perspectives on consumer worlds like never before... Collins’s beautifully written book is a must-read for anyone who wants to understand today’s trillion-dollar dance of brands and culture.”
Robert V. Kozinets Chair of Strategic Public Relations and Business Communication, USC
“A brilliant book on how to inspire others to action! A must-read for anyone wanting to strengthen their brand or business!”
Matthew Luhn Director, Screenwriter, and former Pixar Storyteller
