For too long, corporations have ignored culture-to their great disadvantage. In ''Chief Culture Officer'', anthropologist and consultant Grant McCracken reintroduces culture to bottom-line business plans. Culture is an essential piece of the intelligence an organisation needs in a turbulent world. And you'd think we would have found a way to factor it in to the decisions make by an organisation. Far from it. Corporations have an alphabet soup of executives - CEOs, CMOs, CSOs, CIOs, CTOs - but no one to deal with culture. Instead, they've chosen to outsource their understanding of culture to trend hunters, cool watchers, marketing experts, consulting firms, and, sometimes, their interns. Grant McCracken, an anthropologist who trains some of the world's biggest companies and consulting firms, argues that every company needs a Chief Culture Officer - that's how important an understanding of culture has become. The CCO would keep a finger on the pulse of both contemporary cultural trends but also try to develop a real understanding of the deep waves that move American and world culture much more broadly.In ''Chief Culture Officer'', McCracken shows companies how to train CCO's, how to profit through using them, and ultimately why it's essential to have them.