and even more creative than I would have prepared myself. Consider this a parable of cultural change, illustrating this fundamental rule: The only way to change culture is to create more of it. This simple but elusive reality follows from observations we’ve already made about culture. First, culture is the accumulation of very tangible things—the stuff people make of the world. This is obscured when people talk about culture as something vague and ethereal—such as the common comparison between human