Another great book on globalization by Dr. Clotaire Rapaille. The author combines the observation and interpretation skills of a journalist, an anthropologist and a psychoanalyst to document the rise of the new global tribe with universal values to transcend their country of origin identity, prejudices and perspectives.” —Professor Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Emory University
“Dr. Rapaille has a truly unique way of decoding the deep drivers of human behavior. His previous book, The Culture Code, was a treasure trove of consumer and cultural insights-insights that I have eagerly shared with hundreds of my business students and seminar participants. With The Global Code, the fascinating journey in discovery that Dr. Rapaille took us on in his previous book continues. He now takes us on an enlightening voyage across the globe and across time, from the early days of Singapore to modern-day Dubai, the seventeenth-century royal court of Versailles to today's billionaire clubs of Palm Beach, and the luxury high rises of New York to the late-dinner parties of Barcelona. With great erudition and keen perceptivity, he decodes for us the deep global meanings of luxury, beauty, travel, pleasure, and survival; and explains to us how an emerging cosmopolitan community that he calls the "Global Tribe" is fundamentally changing the balance of what is cultural and what is fundamentally universal in our own behavior. A must-read for any global executive.” —Michel T. Pham, Kravis Professor of Business, Columbia Business School
“Psychologist Clotaire Rapaille takes you on a penetrating journey into the world of the Global Tribe-the almost nationless world trotters who are setting today's tastes and trends. These men and women may be just as foreign as the peoples of deepest Amazonia-yet this tribe represents tomorrow, not yesterday. They pack almost nothing; home is where they are; and their daily buying and behaving set the bar for the rest of us. Moreover, Rapaille uses brain science to break their unconscious code of ethics. It's a fascinating read. And if you travel to other countries, you will never see them quite the same way again.” —Helen Fisher, Anthropologist and Senior Research Fellow, The Kinsey Institute
“The book is at its most insightful when describing a bold new concept, the Global Tribe, and identifying the unique values and the principles that characterize its members.” —Olivier De Lisle, Senior Vice President of Fine Fragrances Department, Firmenich, SA
“An absolutely fascinating book!” —Nicholas F.S. Papanicolaou, Co-founder of the World Public Forum "Dialogue of Civilizations"
“This book offers a different way to view our world. That new lens brings new insight, and it challenges us to connect to each other in ways that make the world a better place.” —Blake Emery, Director, Differentiation Strategy, Boeing Commercial Airplanes
“The Global Code is both fascinating and useful for marketers, business-people-and all other people.” —Mark McNeilly, Author and Marketing Professor of the Practice, UNC Kenan-Flagler Business School
“Psychologist Clotaire Rapaille takes you on a penetrating journey into the world of the Global Tribe-the almost nationless world trotters who are setting today's tastes and trends. They pack almost nothing; home is where they are; and their daily buying and behaving set the bar for the rest of us. Moreover, Rapaille uses brain science to break their unconscious code of ethics. It's a fascinating read. And if you travel to other countries, you will never see them quite the same way again.” —Helen Fisher, Anthropologist and Senior Research Fellow, The Kinsey Institute
“A view of the future that mixes high society and more pedestrian archetypes, with nuances of Lisa Bernbach, Richard Florida and Faith Popcorn...Intriguing.” —Library Journal
08/01/2015
Rapaille (founder, Archetype Discoveries Worldwide; The Culture Code) presents a view of the future that mixes high society and more pedestrian archetypes, with nuances of Lisa Birnbach (The Official Preppy Handbook), Richard Florida (The Rise of the Creative Class), and Faith Popcorn (The Popcorn Report). A psychologist by training, Rapaille offers a cultural anthropological schema of the world based on his corporate research. For the author, the complex is most often underpinned by the very simple. Reptilian needs (food, sex, etc.) are drivers, and once these needs are met, emotional pleasure supplants the physical. To present his broad-based views, Rapaille creates neologisms that capture the essence of his thought. To be sure, the title covers a lot of ground: the elite, politics, bureaucracy, beauty, travel, leadership, and survival are but the tip of the iceberg. VERDICT Intriguing. However, readers of a more academic bent will prefer works by Thomas L. Friedman (The World Is Flat) and Clayton M. Christensen (The Innovators Dilemma). Pass on this one.—Steven Silkunas, Fernandina Beach, FL
