Unveiling the Cultural Cheat Code: A Conversation with Michigan Ross Professor Marcus Collins
In today’s fast-paced landscape, understanding the intricate relationship between culture and human behavior is nothing short of unlocking a secret cheat code. Imagine having the key to influencing what people buy, what they do, and even who they aspire to be. That is precisely what Michigan Ross Professor, Marcus Collins, explores in his debut book, For The Culture: The Power Behind What We Buy, What We Do, And Who We Want To Be. His new release focuses on “providing perspective around what culture is and providing the language for how we talk about it.” Collins explained this book is for everyone, whether they are “a marketer, a leader, a manager, activist, a politician, or anyone with a vested interest in getting people to move. The book is meant to help unlock the biggest cheat code to behavioral adoption, and that's culture.”
Sanger’s marketing & communications coordinator, Mary Acho Tartoni, engaged in a thought-provoking conversation with Professor Collins about the fascinating intersection of culture and leadership.