Chief Culture Officer Quotes

“Smarter viewers encouraged smarter culture. Smarter culture encouraged smarter viewers. For Generations X and Y, this development had become a badge of pride. Being good at popular culture became a generational marker. For boomers, popular culture might have been a guilty pleasure. For younger generations, it was a rich, more complicated joy.”
― Grant McCracken, Chief Culture Officer: How to Create a Living, Breathing Corporation

“In all of these cases, someone can act as a CCO not because he has studied contemporary culture but because he comes from that culture. He knows it in his bones.”
― Grant McCracken, Chief Culture Officer: How to Create a Living, Breathing Corporation

“Frost knew we don’t win contemporary markets by adding a feature or shaving the price point. The trick is to make innovations that make people blink with surprise and perhaps shiver with desire.”
― Grant McCracken, Chief Culture Officer: How to Create a Living, Breathing Corporation

“Second, culture is the breeding ground of cataclysmic change, a North Sea out of which commotion constantly storms. Without a working knowledge of culture, the corporation lives in a perpetual state of surprise, waiting for the next big storm to hit.”
― Grant McCracken, Chief Culture Officer: How to Create a Living, Breathing Corporation

“Culture matters for reasons good and bad. First, it is the place to discover advantage, opportunity, and innovation.”
― Grant McCracken, Chief Culture Officer: How to Create a Living, Breathing Corporation