#8220;The Culture Code” is a delightful little book that will answer the big question: Why the hell do Americans do the silly things they do? In an enlightening romp through the adolescent personality of American culture, Clotaire Rapaille, a psychiatrist-turned-marketing genius, uncovers why Americans associate sex with violence, shopping with life, cheese with coffins, and obesity with checking out.
He also explains how you make a hotel elegant (put phones in the john), how you make an SUV exude freedom (make the headlights look like horses’ eyes), and how you change a culture (you go after its children). There are many “a-ha” moments in the book, which may cause you to feel like a lightbulb just clicked on over your head. This is a quick read you’ll be sure to pass on to everyone you know.