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Intuition is indeed the instrument by which we often deliver cultural insights, but it is also a way for the corporation to diminish cultural intelligence by calling them “soft” “vaque,” and “impressionistic.”

As we become more expert, more professional and more disciplined about our study of culture, I hope we will encourage a new comprehension of what culture knowledge is and how it adds value.




Culture Camp Led by Grant McCracken

Friday, 13 June
RIBA, London

Culture is at the core of the professional competence of the designer, strategist, planner, researcher, and innovator. It's one reason that startups and corporations need our services. This culture camp is designed to enhance our knowledge of culture and perfect our ability to turn this knowledge into ideas and innovations.

This culture camp is designed to do two things:
  1. Expand your knowledge of the big changes transforming culture.
  2. Develop your ability to put this knowledge into action.

Knowledge of culture

We will look at 10 events shaping culture.
Half are structural changes:
  • The end of status as the great motive of mainstream culture.
  • The end of cool as the great driver of alternative culture.
  • The movement between dispersive cultures and convergent cultures.
  • The movement between fast cultures and slow cultures.
  • The shift from a “no knowledge” culture to a “new knowledge” culture.
Half are trends:
  • Transformations in the domestic world (aka homeyness to great rooms)
  • Transformations in the scale and logic of consumer expectation (from the industrial to the artisanal)
  • Shifts from old networks to new networks (especially for Millennials)
  • Shifts from single selves to multiple selves (especially for Millennials)
  • This one is ‘top secret’ and will be revealed on the day]


Utilizing knowledge

Using our understanding of culture, you’ll learn
  • How to discover culture (using ethnography)
  • How to track culture (using anthropology)
  • How to hack culture (making memes)
  • How to build a brand
  • How to make yourself indispensable in the corporation

Registration Fees & Logistics

You do not need to be registered for the Design Management Conference to attend this workshop.
Registration Fee: USD $495

Find an International Currency Converter Here

You will be billed in $USD

08.30 Check In
09.00 Workshop Start
12.00 Light lunch, included
17.00 Conclusion

RIBA, Royal Institute of British Architects- Luytens Room
66 Portland Place
London, UK

About Grant McCracken

Grant McCracken is an affiliate at the Berkman Center for Internet & Society at Harvard University. He holds a PhD from the University of Chicago in cultural anthropology. He is the author of Culture and Consumption, Culture and Consumption II, Plenitude, Big Hair, The Long Interview, Flock and Flow, Transformations, and Chief Culture Officer. His most recent book, Culturematic, was published in 2012.

Grant has been the director of the Institute of Contemporary Culture at the Royal Ontario Museum, a senior lecturer at the Harvard Business School, a visiting scholar at the University of Cambridge, and a research affiliate at MIT. He named the “Diderot effect.” He has consulted widely in the corporate world, including the Ford Foundation, Ford Motor Company, Netflix, Diageo, IBM, Herman Miller, Sesame Street, Chrysler, and Nike. He has served on marketing advisory boards for IBM and the Boston Beer Company.


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