Microcultures: Understanding the Consumer Forces That Will Shape the Future of Your Business

Consumer culture is becoming increasingly diverse. Markets are fragmenting. More bespoke solutions are stealing share from companies who innovate for the masses. Yet companies continue to use practices that assume the opposite creating a fundamental disconnect between why a company does what it does and why people buy from that company. Understanding what microcultures are and how they work can help counter this. This book will provide current and future leaders with a learnable teachable repeatable and most importantly scalable framework with which to drive true organizational transformation. It will help leaders get past the industry-led lens that theyve unknowingly become accustomed to and explore opportunities through a purely consumer-led empathic lens. It will enable you to create solutions for the influential microcultures today that will shape the macrocultures that will impact your business tomorrow.