The Genius that is Grant McCracken

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I’ve recently discovered Grant and his blog www.cultureby.com. I would be lying if I didn’t admit he is a model of academia and consulting that I am trying to achieve in my own life. The following quote by McCracken, taken from an article by Henry Jenkins in the book “Engaging Art”, pretty much sums up my whole approach to Cultural Capitalism:

“Corporations will allow the public to participate in the construction and representation of its creations or they will, eventually, compromise the commercial value of their properties. The new consumers will help create value or they will refuse it.”

In a broadcast model of media, content was created and shoved at the audience via a TV screen. The same thing worked with the production and consumption of media. So the TV goes, there goes commodities. Making something and expecting the consumer to purchase it because you told them to isn’t going to cut it anymore. This means sales is not about the sales person “selling”: it’s about giving the consumer access to information and opinions to make a decision for themselves. This means design and production which don’t involve your customers will generate products that sit unsold on the shelf. Your marketing messages won’t be believable unless your customers help produce them.

Let go of your control. Flatten your organizational hierarchy. Blur the lines between your employees, your customers, and yourself. Get connected.

References:

Grant McCracken

Henry Jenkins in “Engaging Art: The Next Great Transformation of America’s Cultural Life.”

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