Please note: This is a companion version & not the original book. Book Preview:

#1 The best way to illustrate the five principles of cultural Codes is to look at them in the context of an actual discovery. I took a group of people and explained how they could help discover the American Code for cars.

#2 The first principle of the Culture Code is that the only way to understand what people really mean is to ignore what they say. When asked direct questions about their interests and preferences, people tend to give answers they believe the questioner wants to hear.

#3 The discovery session is when participants begin to say what they really mean. They begin to access a different part of their brains, which allows them to access their instincts. The answers they give now come from their reptilian brains.

#4 Emotions are the keys to learning. The stronger the emotion, the more clearly the experience is learned. We do most of our learning when we are children. By the time we are seven, most of our mental highways have been constructed. But emotion continues to provide us with new imprints throughout our lives.

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