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Issue 65 - 03 | Chief Culture Officer: Building a Living, Breathing Corporation

By Grant McCracken
Published Dec. 10, 2009 2:44 a.m.
“The American corporation is bad at culture. It’s good at management, finance, technology, and HR. It’s getting better at innovation, cocreation and social media. But culture? It still pretty much sucks at culture.

Culture is the ‘last mile’ for the corporation. It’s the final ‘core competence’ required for its skill set. Until it masters culture the way it now master the other pieces of management—finance, strategic planning, human resources—it will suffer the blind side hit or miss yet another opportunity. The thing about errors here is that they are not small. They do not merely take a percentage point of volume or profit. They do not merely inflict a tiny ding on a CEOs reputation. No, the mistakes that come from culture can cost millions. And they lay a CEO low. It’s time to bring in a Chief Culture Officer.”

About Grant McCracken | Grant McCracken is an anthropologist trained at the University of Chicago. He has taught at the Harvard Business School and MIT. He has consulted with Ford, Coca-Cola, IBM, Nike, Boston Beer and Sesame Street. Culturematic is his 11th book. His previous book was Chief Culture Officer.


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