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Grant McCracken

Culturematic

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A Culturematic is a little machine for making culture. Once wound up and released, the Culturematic acts as a probe into the often-alien world of contemporary culture, to test for atmosphere, to see what life it can sustain, to see who responds and how. Culturematics start small but can scale up ferociously, bootstrapping as they go.Because they are so inexpensive, we can afford to fire off a variety and number of Culturematics. 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 glean what’s coming next.In Culturematic, Grant McCracken describes these little machines and helps the reader master them. For the traditional producers of culture, the creators of movies, design, advertising, publishing, magazine, newspapers, and corporate R&D, this book will produce 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 making the world anew. Examples are drawn from NFL Films, Twitter, the Apple Genius Bar, Starbucks, Ford, SNL Digital Shorts, Restoration Hardware, UNICEF, J. Crew, Pie Lab, USA Networks, and the GEICO gecko.
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307 yazdırılmış sayfalar
Orijinal yayın
2012
Yayınlanma yılı
2012
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İzlenimler

  • Patrick Walther Thomsenbir izlenim paylaşıldı7 yıl önce
    💡Çok Şey Öğrendim
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Alıntılar

  • Patrick Walther Thomsenalıntı yaptı7 yıl önce
    Journalists use occasional pieces to test for what their next book should be.
  • Patrick Walther Thomsenalıntı yaptı7 yıl önce
    6. Cultivate a Deeper Field of Vision
  • Patrick Walther Thomsenalıntı yaptı7 yıl önce
    The well-prepared CEO will have four or five dramatically different scenarios. And for each of these scenarios, he or she needs a set of plans to allow the corporation to hit the ground running. We are approaching a world of such turbulence that only instantaneous response will give the corporation any hope of survival. If we wait till the change is upon us to begin our reaction, surely we must perish.

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  • Patrick Walther Thomsen
    Marketing
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