For the Culture : The Power Behind What We Buy, What We Do and Who We Want to Be

From Marcus Collins, strategist to Apple, Nike and Beyoncé, discover the powerful force behind what we buy, what we do and who we want to be . . . ‘Compelling and vivid’ – Robert Cialdini, author of Pre-Suasion We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation or an activist staging a protest, you are in the business of getting people to take action. And if you want to get people to move, you must first understand the cultural forces that make them tick. In For the Culture, Marcus Collins argues that the most powerful vehicle for influencing behaviour is true cultural engagement. To inspire communities, we first need to think hard about how we appeal to their values and what we will contribute to their culture. With a century’s worth of data and captivating stories from his own life as a top marketer – including spearheading digital strategy for Beyoncé, working with iTunes and Nike+ on their collaboration and designing ads for McDonalds – Collins shows readers how to harness this critical force to create genuine engagement and impact. ‘Some people seem to intuitively “get it”. Most do not. Collins articulates “it” for the rest of us and provides not just an understanding, but a guide for how to actually engage and influence culture’ – Steve Huffman, co-founder and CEO, Reddit