There are 3 points that Grant McCracken compellingly makes in his groundbreaking book, Chief Culture Officer:
- That most corporations are culturally illiterate and they pay dearly for that shortcoming in today’s ultracompetitive global marketplace.
- The cult of cultural personality, as embodied in Steve Jobs and other celebrity CEOs, is a dead-end path towards the establishment of a culturally sensitive organization and that it is possible to create and nurture CCOs.
- That designers (and here, I’d interject – especially in-house designers) can, and will, play a pivotal role in infusing their host companies with a culturally astute mindset.
Not to sound cliché, but this book is a must-read for all in-house designers who are looking to impact their company in a big way beyond the deliverables they produce.