Why is this subject, “For the Culture,” important in the world?
There is no external force more influential on human behavior than culture—full stop. Those who understand the mechanisms of culture are more likely to benefit from this influence, while those who do not are more likely to be influenced by it. Whether you’re a marketer, politician, manager, leader, activist, or a “regular Joe,” we all have a vested interest in influence, and culture is the biggest cheat code to do so.
What is the pressing issue right and how are you addressing it?
We’re living in pretty divisive times at the moment. While divisiveness is nothing new for humanity, it certainly seems more prevalent than ever. Much of our division is due to ideological incongruence. We see the world differently, and therefore, we create lines of demarcation—you’re either with me or against me—because we believe in our truth objectively. But the social world in which we live is not objective. It’s subjective. That’s why for some a cow is leather, for some, it’s a deity, and for others, it’s dinner. Well, which one is it? It’s all of them, depending on who you are and how you see the world according to your cultural subscription. If we can understand this truth about culture, then we’ll likely be a more civil society.
Dr. Marcus Collins Biography
What is your background in this subject?
As an academic practitioner, I’ve spent my career studying the influence of culture and its contagious nature while also leveraging its influence to put ideas in the world on behalf of some of the biggest brands in the world.
What is something that most people don’t know about you?
I spent a significant chunk of my life writing love songs as a songwriter before I got into the world of marketing.
What are your passions outside of your career?
My family. I have two daughters, Georgia and Ivy, and I adore them.
Are there any social causes that you believe in and support?
I am deeply committed and interested in pipeline development in higher education for marginalized communities.
What is next for you?
I’m launching an open-enrollment executive education course at the Ross School of Business, University of Michigan, called “The Business of Culture: Unlocking the Power Behind What We Buy What We Do and Who We Want To Be” to help business leaders apply the concept from the book to their work in a hands-on fashion.
For the Culture
Tell me about your book.
The book “For the Culture” makes the argument about culture’s influence. It’s meant to help people get people to move. It uses a century’s worth of data, case studies, my research, and my work with brands like Apple and Beyoncé to illustrate the underlying physics of culture’s influence on human behavior and empowers the reader to leverage these mechanisms to achieve their own pursuits.
Where can people buy the book?
Where are all books are sold – check out my site: http://marctothec.com/fortheculture
