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"Cultural anthropologist and thought leader Grant McCracken proposes a radical solution for our time of unprecedented scandal: a return to honor. What used to be shocking has somehow become the new normal in our politics, workplaces, and universities. Sexual predators stalk interns at work and teenagers abroad. Parents try to buy a place for their kids in college. Pharmaceutical companies refuse to acknowledge the Opioid epidemic they helped create. Banks issue credit cards no one ordered, ruining the credit scores and reputations of thousands. It happens so frequently that we can no longer dismiss these cases as a few bad apples. Clearly, something in the system is rotten"--

Grant McCracken, an anthropologist who now trains some of the world's biggest companies and consulting firms, argues that the American corporation needs a new professional--a Chief Culture Officer--who would keep a finger on the pulse of contemporary cultural trends while developing a systematic understanding of the deep waves of culture in America and the world

Self reinvention has become a preoccupation of contemporary culture. In the last decade, Hollywood made a 500-million-dollar bet on this idea with movies such as Multiplicity, Fight Club, eXistenZ, and Catch Me If You Can. Self reinvention marks the careers of Madonna, Ani DiFranco, Martha Stewart, and Robin Williams. The Nike ads of LeBron James, the experiments of New Age spirituality, the mores of contemporary teen culture, and the obsession with "extreme makeovers" are all examples of our culture's fi