Culture is a word we often use but seldom fully understand. So, why does that matter? 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. Of course, this is powerful for marketers, politicians, leaders, managers, and anyone with a vested interest in getting people to move.
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.
