The Thing About Showering

Did You Know…

The first modern shower was patented in the late 1700s by an English stove maker named William Feetham. Feetham designed a hand-pumped system that distributed recirculated water flowing from above instead of resting in a basin. His invention made for a more hygienic grooming alternative to bathing and a more water-efficient option to boot. Yet, despite these advancements, it wasn't until the mid-twentieth century that taking hot showers became common in America. This practice would require more than technological availability to be adopted into society; it would have to be normalized as a part of our routine, an expectation for people "like us," before it became as common as smiling in photos or proposing with a diamond. No, these things don't just happen. Instead, they are systematically worked into our lives through a complex social process of meaning-making and legitimation, which can often turn a behavioral option into an unwritten obligation--a new cultural norm. And as a result, a new idea can become orthodoxy.

That’s the power of culture. It is the most influential external force on human behavior. Those who understand it are more likely to influence people, and those who don’t are more likely to be influenced by those who do.

CHATMTC

Since the launch of FOR THE CULTURE, I’ve been on a mission to scale the impact of its message as far and wide as possible. If for no other reason than the fact that I wholeheartedly believe the better we understand culture the better we’ll be—in our work, to ourselves, and to each other. Culture is just that powerful.

With this ambition in mind, I’ve spent the past few months working on a project to do that very thing. I wanted to create something helpful for entrepreneurs, leaders, managers, and just plain curious folks to deepen their understanding of culture beyond the book alone. So, I decided to build an AI assistant that has been informed by all my scholarship and teachings to answer questions about culture and its relationship with marketing and human behavior writ large. It’s called ChatMTC, and it’s available for you for free—right now!

Ask it questions. Exploit its knowledge. Explore the possibilities. Enjoy!

For The Culture Is Now In Paperback

FOR THE CULTURE is out today in paperback with a new cover, a new chapter, and new context. I wanted to provide some perspective on what I’ve learned since writing the book and working with some of the biggest brands and institutions around the world to help them better understand the influence and impact of culture on commerce and society. The paperback version seeks to shine new light on hidden truths, and I invite you to join me on this exploration with a 20% discount when you buy it here.