Douglas Holt brought us the classic “How Brands Become Icons” and he and partner Douglas Cameron have given us another soon to be classic, Cultural Strategy. We are offered some great tidbits such as : how do you find the next market opportunity or how to design a product to meet the new market?  Finally utilizing the power of corporate culture and how you harness it, Holt and Cameron emphasize that innovation is as much about culture as it is about product or market development.  Do you have a culture capable of not only withstanding ‘being different’ but supporting that difference to drive economic growth?  If you are wondering what you need to succeed, this book is for you.

Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands