How Cultural Innovation Happens
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About 15 years ago, Grant McCracken went to a shopping mall to interview teenagers about their identities. He found that the old rigid categories of "preppie" "jock" and "nerd"had given way to a much longer list: There were surfer/skater guys, b-girls, goths, punks, heavy-metal rockers, and many other types of kids wandering around. Here Grant McCracken talks about cultural innovation and how this affects the competitive market place.