What's a Chief Cultural Officer?

While I have always found it important to be "in touch" with current trends and what is going on in our culture as someone in business, I have never looked at it from this perspective before. That perspective is that of an anthropologist who studies not ancient civilizations, but modern culture and how it evolves, or even forms. Looking at not only short-term fads, but long-term culture that transforms much slower than quick fads.

This is what gets cultural anthropologist Grant McCracken invitations to help companies tap into what makes people really latch onto products. In an interview with Entrepreneur.com, McCracken discusses these differences as well as his book Chief Culture Officer: How to Create a Living, Breathing Corporation.

You can see more aobut McCracken's ideas on his culture blog CultureBy.