In Part Two of this series we covered Culture-Hacking truths 5-8:
- Embrace messiness
- Digital-analogue morphing
- Sensory wash
- Stuff matters
We finish up our run through of the truths by focusing on the need to grapple with an entangled cultural world of objects, people and codes. We do this by becoming more experimental and more agile; following through ideas and hunches, seeing what ‘works’ and what doesn’t.
9. Entanglements: Our cultural worlds are best seen as the entanglement of people, things, rituals, codes, conventions, stories and rules. These entanglements form a cultural meshwork that shapes our lives. We need to see the multi-layered nature of entangled worlds and recognise that there are no simple formulas that provide easy answers. ‘Untangling’ is both a metaphor and a reality; we have to pull apart the different layers before we can get a real sense of what’s going on
10. Everyday experiments: We need an outlook that values the throw of a dice or the spin of a wheel in the same way that process is valued. After all, life can be seen as just one long experiment before death. So why not live a little more when we are grappling with culture? Without experimentation, we rarely get further than where we’ve been before. Experimenting, though, is full of risk; we never know quite where we are going to end up
11. Follow-Follow: Great culture-hackers are brilliant followers; they find a thread that’s interesting and they follow it in search of other connections. There is no guarantee as to where the following will take us, but therein lies the value. So, find happenings and follow the threads of what makes them what they are. One of the most valuable ethnographic tools is restless walking – just walking without an end-point. It’s amazing what we can come across when we do this
12. Enchantment: We need to rediscover a fascination with the apparently simple, familiar and taken-for-granted. Looking for the magic in the simple details will help us to see more and think bigger. The easiest way to begin is to ask simple questions – such as ‘why did that happen?’ and ‘why is that the way it is?’
At Truth, we find culture enchanting. For us, culture is the detail of what people do and who they are. Culture flows through the ways we see the world and in everything we fail to see. Culture is visible and hidden, structured and apparently random. As we look for the doors into culture, we find more doors – doors into the truths that help us understand more, innovate better and which help build stronger commercial futures.