Grant McCracken holds a PhD from the University of Chicago in cultural anthropology. He is the author of Big Hair, Culture and Consumption, Culture and Consumption II: Markets, Meaning and Brand Management, Flock and Flow, The Long Interview, Plenitude: Culture by Commotion, and the forthcoming Transformations: Identity Construction in Contemporary Culture. He has been the director of the Institute of Contemporary Culture at the ROM (Royal Ontario Museum), a senior lecturer at the Harvard Business School, a visiting scholar at the University of Cambridge and he is now an adjunct professor at McGill University. He has consulted widely in the corporate world, including the Coca-Cola Company, IKEA, Chrysler, Kraft, Kodak, and Kimberly Clark. He is a member of the IBM Social Networking Advisory Board.