Chief Culture Officer – what IS that?

http://bbh-labs.com/so-what-exactly-is-a-chief-culture-officer His most recent book is Chief Culture Officer. McCracken argues that every company needs a chief cultural officer to anticipate cultural trends rather than passively waiting and reacting. CCOs should have the ability to process massive amounts of data and spot crucial developments among an array of possibilities; they will be able to see the future coming, no matter which industry they serve, and create value for shareholders, move product, create profit and increase the bottom line.

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