Book Report The Culture Code By Clotaire Rapaille

June 17, 2010 Written by Frances Schagen


2005 PT Cruiser

Originally uploaded by justephens

Dr Rapaille has developed a technique of questioning that delves deep into the feelings we have about different topics. His clients are typically large brands looking for the essential message to use when developing products and marketing.

His work with Chrysler led him to the code word for cars in the USA to be IDENTITY (his caps). This led to the design of the PT Cruiser, one of the most successful new car launches. When the executives of Daimler, the new owners of Chrysler saw the car in production, they were appalled because the code for car in Germany is ENGINEERING. The PT Cruiser is not known for it’s engineering.

Code words are culture specific. The code for Canada for Canadians is TO KEEP. We are concerned with everything from keeping the heat in to keeping our culture intact. French code for France is IDEA. The American code for the States is DREAM. Our code seems pretty prosaic beside dreaming and valuing ideas.

What about money? The American culture code for money (commissioned by JP Morgan and Citibank) is PROOF. Money is mostly new in the States and is a way to keep score. There is a very strong connection between money and work. Good money is earned. If it’s not earned, it’s not real.

In other places in the world, if one were to make enough money, one would retire and enjoy it.

How much would you have to have to stop working?

Book Report, Know Where You Are Going
, , ,
Similar posts
  • The Art of ASKing — or How I learned to stop worrying and let people help by Amanda Palmer I knew I wanted to read this book because of her TED talk, plus all I heard about this book, and some of her interviews. And, of course, because of her husband, Neil Gamian; I have a fan crush on him. [...]
  • Enchantment: the art of changing hear... — This is a great book to read as I’m thinking about creating the best experience for people working with us (as staff, Business Owners and partners). The Table of Contents is a checklist to measure progress so here goes: How to be Likeable – most people would agree I’m a likeable person.  I’ve been working [...]
  • April Reading — It’s hard to believe that it is May.  April went by in a whirl of taxes and garden prep. (http://crystalclarion.wordpress.com/ my Good Life blog) That Summer in Paris: memories of tangled friendships with Hemingway, Fitzgerald and some others by Morley Callaghan.  Makes you wonder where the new Paris is and who the new intelligentsia are. [...]
  • March Reading — Coastliners: a novel by Joanne Harris.  Another of the Gretchin Rubin happy novels.  This one at least has a happy ending. The Sentamentalists: a novel by Johanna Skibsrud.  Published here in Kentville at Gaspereau Press and winner of the Giller Prize.  I didn’t get all of it, but I still enjoyed it. How to Be [...]
  • February Reading — At Home: a short history of private life by Bill Bryson.  An interesting exploration of home mostly in England and some in the US with riffs about historical bits – inventors, disease and governments.   Spies: a novel by Michael Frayn.  I enjoyed it, but didn’t think it was a happy novel.  Another of his [...]

1 Comment
  1. basement bar ideas basement bar ideas
    May 23, 2013    

    There is definately a great deal to find out about this issue.

    I really like all the points you’ve made.