Culturematic

McCracken (Chief Culture Officer: How To Create a Living, Breathing Corporation) defines a "culturematic" as "a little machine for making culture" and a "what if" tool. They are small, cheap, open-ended, broadly focused experiments designed to uncover "ideas we can't possibly guess we need" and to generate a range of options. These experiments allow companies, marketers, innovators, and individuals to adapt to constant change and examine options with little risk or expense. Many will fail, but some will scale up. McCracken describes several successful culturematics, discusses the theory behind them, and includes instructions on how to tailor these experiments to specific industries, as well as how to use them personally for improvement or self-discovery and what they can mean to corporations. He makes clear the differences between culturematics and stunts or pranks and maintains a website (culturematic.com) in support of ongoing conversation on the subject. Verdict Engagingly written and accessible to both business and lay people, the book will have broad appeal to entrepreneurs, marketers, inventors, artists, and people looking for a creativity boost in their professional or personal lives.-Rachel Owens, Daytona State Coll. Lib., FL(c) Copyright 2012. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.