As an influential advocate for cultural understanding, Marcus Collins stands out as a thought leader who leverages his unique insights to drive societal change. With a background as a clinical professor at the University of Michigan and experience as the former Chief Strategy Officer at Wieden+Kennedy, Marcus merges academic theory with real-world application. His career spans successful marketing campaigns for major brands, and his work has been recognized with numerous prestigious awards.
His book For The Culture tackles the profound impact of culture on our daily lives and decisions. By drawing on both his theoretical knowledge and practical experiences – from digital strategies for Beyoncé to consulting for Fortune 500 companies – Marcus illustrates how understanding culture's influence can drive action. The book provides readers with the tools to harness cultural insights, offering a blend of rich data and contemporary examples to inspire change. In this Q&A, Marcus shares his journey, the inspiration behind his book, and his advice for the next generation of leaders.
Wellth: What is your superpower — what sets you apart compared to others?
In the scripture, James wrote, “faith without works is dead.” This declaration essentially proposes that we should have hope for the things that are not yet seen—the things we want for, that for which we aspire. However, if we don’t do the work to get there then our faith is of no use. Through this frame, I would say my superpower is that not only do I have faith but I am very committed to the work so that my faith is alive and renewed daily. My patience reminds me that what I’m after isn’t going to happen on my timeline, so I stay faithful and stay working, knowing that—through faith—it will happen as it should if I keep going.
Wellth: Who are you when you’re not writing or speaking at events?
A student. I am constantly in student posture, trying to get better by learning more so I can be a better practitioner, academic, father, musician, servant, and human.
Wellth: How do you define culture, and what inspired you to write "For The Culture"?
Culture is a system of conventions and expectations that demarcate who we are and govern what people “like us” do – by it, we translate the world and make meaning. I wrote the book because there is no external force more influential on human behavior than culture, yet our understanding of culture was abstract or, at best, superficial. Therefore, I thought we’d all benefit from a better understanding of what culture is and how we might be able to harness its sway to inspire behavioral change.
Wellth: Changing behavior definitely isn’t easy – it’s a big goal. What do you hope readers will take away from "For The Culture"?
The thing that’s seemingly pulling us apart is actually the thing that could pull us together – that’s culture. A better understanding of what it truly is will unlock the humanity in all of us.
Wellth: What’s the best piece of advice you’ve ever received?
If you have an idea that is grounded in rigorous logic but no one seems to get it, then you’re probably on to something really powerful.
Wellth: What's your advice for the next generation of leaders?
Leadership is the act of influencing people without authority. Considering culture’s disproportionate influence, culture is the biggest cheat code for leaders – but it requires understanding it and being in service of it.
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