Why must the headlights of an American Jeep be round? Why is the idea of making cheese from pasteurized milk doomed to fail in France? Why must advertising for the same product be different in America, Germany, or France? Because the perception of any thing, phenomenon, or concept—be it a car, food, human relationships, or even the country itself—goes back to the earliest childhood impressions and is stored in the deep part of the brain responsible for survival. The hidden meaning of established images in each culture is unique. It is a kind of lock that opens with a cipher—the cultural code. Studying cultural codes led psychologist Clotaire Rapaille into the business world, where his knowledge brought enormous practical benefits. Leading companies worldwide use Rapaille's ideas in product development and advertising campaign planning.