For the Culture

1. Culture is a realized meaning-making system that shapes our identity and behavior

Culture is a realized meaning-making system that is anchored in our identity (who we are) and made up of three elements: how we see the world, our shared way of life, and the creation of shared expression.

Three systems of culture. Culture consists of three interconnected systems:

1. How we see the world (beliefs and ideologies)
2. Our shared way of life (artifacts, behaviors, and language)
3. Cultural production (creative output reflecting our perspective)

These systems work together to create a comprehensive operating system that governs our daily lives. Our cultural affiliations influence everything from our consumption habits to our political views and social interactions.

Identity and worldview. Our identity is closely tied to our cultural subscriptions, which in turn shape our worldview. This relationship is the cornerstone of social life and tribal membership. When there's alignment between our identity and a brand's or organization's beliefs, we're more likely to engage with and support them.

2. Find your congregation: Target people who share your worldview

If you want to inspire people to move, your best chance is to find your congregation—the aggregate tribes of people who see the world the way you do.

Networked tribes. Instead of targeting broad demographics, focus on finding the congregation of people who share your beliefs and ideologies. These networked tribes are more likely to act in concert because of their shared identity and cultural subscriptions.

Segmentation and targeting. Divide the market into two segments: believers and non-believers. Target the believers, as they are more inclined to move based on who they are rather than what your product or service offers. Remember that there are likely more believers out there than you realize, as multiple tribes can combine to create congregations.

Congregation characteristics:

• Shared beliefs and ideologies
• Common cultural practices
• Use of specific artifacts and language
• Strong sense of identity tied to the group

3. Preach the gospel: Communicate your beliefs to inspire action

Preach the gospel to the congregation of believers and they will move because of who they are and how they see the world.

Start with the soul, end with the sale. When communicating with your congregation, focus on expressing your beliefs and worldview rather than leading with product features and benefits. This approach connects with people on an emotional level, activating the limbic system of the brain and inspiring action.

The power of conviction. Brands and organizations that clearly articulate their beliefs and stand firm on their convictions are more likely to inspire collective behavior. Examples include:

• Patagonia's commitment to environmental sustainability
• Nike's belief that every human body is an athlete
• Apple's challenge to the status quo

By preaching your gospel to those who share your worldview, you create a powerful connection that transcends traditional marketing approaches and inspires people to move based on their identity.

4. Achieve meaning congruence to connect with your audience

It's not what you say, it's what people hear.

Understanding meaning-making. Meaning is subjective and culturally mediated. To connect with your audience, you must understand how they interpret and make sense of the world based on their cultural subscriptions.

Four mechanisms of meaning-making:

1. Responding: How community members participate in evaluation and legitimation
2. Recontextualizing: Taking a product from one context and placing it in another
3. Reconciling: Pursuing cognitive consonance when behavior is out of sync with cultural norms
4. Reinforcing: Signaling appraisal through repetition

Fashioning systems. Consider the various ways meaning is moved from culture to brands:

1. Advertising
2. News and magazines
3. High-esteem individuals
4. Fringe societies
5. Peer fashioning (introduced by the author)

To achieve meaning congruence, ensure that your intended message aligns with how your audience interprets it within their cultural frames.

5. Understand and adapt to the speed of cultural change

The only constant in life is change, as the ancient Greek philosopher Heraclitus so poignantly noted centuries ago—and it is the same for culture.

Fast and slow culture. Recognize the difference between fast culture (observable cultural expressions) and slow culture (underlying beliefs and values). While fast culture can change rapidly, slow culture evolves over longer periods.

Cultural shifts. Be aware of how cultural shifts can impact meaning and interpretation. What was once acceptable or popular can quickly become outdated or offensive. Stay attuned to these changes to maintain relevance and avoid potential backlash.

Accelerated change. Modern technology and social media have accelerated the speed of cultural change. This creates both challenges and opportunities for brands and organizations to adapt quickly and participate in cultural conversations.

6. Leverage cultural codes to create powerful brand connections

To impact culture, you must operate at the ever-changing speed of culture with a keen understanding of the social facts that govern the community.

Cultural intimacy. Develop a deep understanding of the cultural codes that govern your target community. This requires immersion and empathy to truly grasp the nuances of their worldview and behavior.

Methods for gaining cultural insights:

• Ethnographies and netnographies
• Social listening and online community observation
• Immersive experiences within the community

Creating cultural products. Use your understanding of cultural codes to create products, campaigns, or experiences that resonate deeply with your audience. These cultural products should allow community members to express their identity and connect with others who share their worldview.

Examples of successful cultural products:

• McDonald's "Famous Orders" campaign
• Beats by Dre's "You Love Me" film
• The Blair Witch Project's innovative marketing approach

7. Recognize the responsibility in storytelling and cultural production

We bear a great responsibility when we use storytelling as a vessel to preach the gospel.

The power of stories. Recognize that stories shape how we see the world and influence our behavior. As a marketer or leader, you have the power to impact people's perceptions and actions through the stories you tell.

Ethical considerations. When leveraging culture and storytelling, consider the following:

1. Your intentions
2. The perspective of others
3. Potential outcomes

Cultural appreciation vs. appropriation. Be mindful of the difference between cultural appreciation and appropriation. Approach other cultures with respect, curiosity, and a willingness to learn before attempting to leverage aspects of them.

Positive impact. Use your newfound understanding of culture and storytelling to create positive change. Consider how you can use these tools to address societal issues, promote understanding, and bring people together.

Last updated: March 21, 2025