Know the Code
John Johnson of Persuasion 101 introduced me to Dr. Clotaire Rapaille’s work:
What is your earliest memory of coffee? What image comes to mind when you hear about a Jeep? Why are wedding traditions different in the United States from France? Rapaille reveals the unconscious motivators behind how we act and what we buy by unearthing the unique culture codes found within each of us and derived from our earliest or most enduring memories.
Thanks to Dr. Rapaille, we can drive a Jeep, we can buy coffee in Japan, and we can do countless other things that NDAs probably prohibit us from knowing about. If you’re a marketer, you want Dr. Clotaire Rapaille’ ChangeThis Manifesto.