Introduction

Marcus Collins, professor of marketing at the University of Michigan and head of strategy at Widening Kennedy, New York. His new book is for the culture, the power behind what we buy, what we do, and who we want to be. He talks about it as ascribed and subscribed cultures, ascribed being what we're born into, and subscribed being what we choose for ourselves. Fergus O'Carroll: I think that we do ourselves a disservice by focusing so much on value propositions that tend to be far more rational.