Marcus studies culture and its influence and impact on behavioral adoption. Just as coaches help individuals unlock their potential to realize the best version of themselves, Marcus helps companies and organizations realize the best versions of themselves by unlocking the power of culture. Author of the bestselling book, For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be, Dr. Marcus Collins is the recognized authority on leveraging the power of culture to influence behavior, inspire collective change, get people to share your vision, and most importantly, move them to take action. Dr. Collins is a professor of marketing at the Ross School of Business, University of Michigan, former head of strategy at Wieden + Kennedy, New York, and a regular contributor to Forbes.

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