ISBN 9781422143292,Culturematic


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ISBN 9781422143292

Harvard Universal Press

Publication Year 2012

ISBN 9781422143292

ISBN-10 1422143295

Hard Back

Number of Pages 291 Pages
Language (English)


"Working in the digital culture industry, Culturematic is certainly inspirational. If nothing else, it's an excellent compendium of cultural artifacts that have touched the zeitgeist in the last few years." - Social Media Group Welcome to Culturematic. A Culturematic is a little machine for making culture. It's an ingenuity engine. Once wound up and released, the Culturematic acts as a probe into the often-alien world of contemporary culture, to test the atmosphere, to see what life it can sustain, to see who responds and how. Culturematics start small but can scale up ferociously, bootstrapping themselves as they go. Because they are so inexpensive, we can afford to fire off a multitude of Culturematics simultaneously. This is evolutionary strategy, iterative innovation, and rapid prototyping all at once. Culturematics are fast, cheap, and out of control. Perhaps as important, they fail early and often. They are the perfect antidote to a world where we cannot guess what's coming next. In "Culturematic," anthropologist Grant McCracken describes these little machines and helps the reader master them. Examples are drawn from NFL Films, Twitter, the Apple Genius Bar, Starbucks, Ford, SNL Digital Shorts, Restoration Hardware, UNICEF, J. Crew, Pie Lab, USA Network, and the GEICO gecko. For the traditional producers of culture--the creators of movies, design, advertising, publishing, magazines, newspapers, and corporate R&D--this book will inspire new innovation and creativity. For the emerging producers of culture--the digital players--this book will serve as a practical handbook. "Culturematic": our app for creating the world a new. About The Author Trained as an anthropologist, Grant McCracken has studied American culture and business for 25 years. He has been featured on the Oprah Winfrey Show and worked for many corporate clients including Coca-Cola, Diageo, IBM, IKEA, Chrysler, Kraft, and Kimberly Clark. He started the Institute of Contemporary Culture at the Royal Ontario Museum, and has taught anthropology at the University of Cambridge, ethnography at MIT, and marketing at the Harvard Business School. He is the author of several books, most recently, Chief Culture Officer.