13 October 2017

Léger: Cracking the Quebec Code: An insider’s guide to understanding Quebec's 7 core values

Jean-Marc Léger has written a book that only a Quebecker could write.  The famed pollster says so himself – and the bold title he’s chosen gives away the reason.
Cracking the Quebec Code: The 7 keys to understanding Quebecers, makes the kind of tantalizing promises for itself that a reader might expect from a marketing guru like Mr. Léger. “For the first time,” a foreword boasts, “English Canadians will have access to Quebeckers’ best-kept secrets.” Here, finally, is a “skeleton key” to the “question of Québécitude.”
Co-written with journalist Pierre Duhamel and business scholar Jacques Nantel, the book uses survey data, interviews with provincial leaders and a novel approach measuring reactions to hundreds of key words to come up with seven traits that define the Quebec character:
  • joie de vivre [ant: sobriety]  
  • easygoing [ant: sincere]  
  • non-committal [ant: principled]   
  • victim [ant: victor] 
  • villagers [ant: cosmopolitan]  
  • creative [ant: reasonable]  
  • proud [ant: assertive].

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