This article originally appeared as a VIEWS Luminaries interview in Fall 2017. Even though today the word “positioning” is bandied about it was a brand new concept in the late 1960’s when Al Ries and Jack Trout introduced it. Positioning is how an individual frames something in their own mind. That something could be anything – e.g., a product, a person, an event. Ries and Trout explored positioning as it relates to the marketplace. In this article Al discusses his thoughts on positioning in today’s world, fifty years after he and Jack published their seminal book on this topic. READ THE ARTICLE
Interviews
Clotaire Rapaille on the Culture Code in the 21st century – part 1
This article originally appeared as a VIEWS Luminaries interview in Spring 2017. Clotaire is brilliant and quite the character. When he wrote the Culture Code back in the 1970’s Clotaire showed the need for understanding the deep structure of cultures and how they are different to succeed in a diverse and global world.
Dr. G Clotaire Rapaille is a cultural anthropologist and founder of Archetype Discoveries Worldwide. He is best known for having written the New York Times bestseller The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do. In part one of our interview, presented here, Dr. Rapaille describes the systems behind the code and how it shapes the way we respond to products and concepts as adults. READ THE ARTICLE
Clotaire Rapaille on the Culture Code in the 21st century – part 2
Here is the second installment of my interview with Clotaire Rapaille, which was published in the Summer 2017 issue of VIEWS magazine. Clotaire applies the Culture Code to explain how Trump became President. This interview took place just a few weeks after the 2016 election and it’s interesting to see how much Clotaire’s musings in this conversations have become commonly accepted explanations. READ THE ARTICLE