Anthro-Vision: A New Way to See in Business and Life
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- Create Date：2022-07-04 06:51:44
- Update Date：2025-09-07
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- Author：Gillian Tett
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Summary
While today’s business world is dominated by technology and data analysis， award-winning financial journalist and anthropology PhD Gillian Tett advocates thinking like an anthropologist to better understand consumer behavior， markets， and organizations to address some of society’s most urgent challenges。
Amid severe digital disruption， economic upheaval， and political flux， how can we make sense of the world？ Leaders today typically look for answers in economic models， Big Data， or artificial intelligence platforms。 Gillian Tett points to anthropology—the study of human culture。 Anthropologists learn to get inside the minds of other people， helping them not only to understand other cultures but also to appraise their own environment with fresh perspective as an insider-outsider， gaining lateral vision。
Today， anthropologists are more likely to study Amazon warehouses than remote Amazon tribes; they have done research into institutions and companies such as General Motors， Nestlé， Intel， and more， shedding light on practical questions such as how internet users really define themselves; why corporate projects fail; why bank traders miscalculate losses; how companies sell products like pet food and pensions; why pandemic policies succeed （or not）。 Anthropology makes the familiar seem unfamiliar and vice versa， giving us badly needed three-dimensional perspective in a world where many executives are plagued by tunnel vision， especially in fields like finance and technology。
“Fascinating and surprising” （Fareed Zararia， CNN）， Anthro-Vision offers a revolutionary new way for understanding the behavior of organizations， individuals， and markets in today’s ever-evolving world。
Amid severe digital disruption， economic upheaval， and political flux， how can we make sense of the world？ Leaders today typically look for answers in economic models， Big Data， or artificial intelligence platforms。 Gillian Tett points to anthropology—the study of human culture。 Anthropologists learn to get inside the minds of other people， helping them not only to understand other cultures but also to appraise their own environment with fresh perspective as an insider-outsider， gaining lateral vision。
Today， anthropologists are more likely to study Amazon warehouses than remote Amazon tribes; they have done research into institutions and companies such as General Motors， Nestlé， Intel， and more， shedding light on practical questions such as how internet users really define themselves; why corporate projects fail; why bank traders miscalculate losses; how companies sell products like pet food and pensions; why pandemic policies succeed （or not）。 Anthropology makes the familiar seem unfamiliar and vice versa， giving us badly needed three-dimensional perspective in a world where many executives are plagued by tunnel vision， especially in fields like finance and technology。
“Fascinating and surprising” （Fareed Zararia， CNN）， Anthro-Vision offers a revolutionary new way for understanding the behavior of organizations， individuals， and markets in today’s ever-evolving world。
Reviews
Ludovico Benazzo
，
This is a good book worth reading。 It introduces some key principle related to the importance of looking at reality from different standpoints and through the lenses of various cultural background。 One that struck me the most is related to the importance of listening to the untold， investigating how the silence of the moltitudine often shapes reality more than the noise of the few。 The author calls this phenomenon the “Iceberg effect”。 Probably my only comment is that this same content could hav This is a good book worth reading。 It introduces some key principle related to the importance of looking at reality from different standpoints and through the lenses of various cultural background。 One that struck me the most is related to the importance of listening to the untold， investigating how the silence of the moltitudine often shapes reality more than the noise of the few。 The author calls this phenomenon the “Iceberg effect”。 Probably my only comment is that this same content could have been written in half the pages， while still remaining relevant and effective。 Enjoy。 。。。more
Diana Ramayee
，
Gillian Tett uses case studies - ranging from Facebook advertising to the dog food industry - to question society's dependence on big data， macro analysis， and 'hard science' in problem solving。 She argues in an accessible but sometimes repetitive way that anthropological （aka 'worms eye' thinking） is also needed in decision making processes。 This book taught me a lot but I have mixed feelings about it because in my opinion， it failed to adequately address significant ethical issues around the s Gillian Tett uses case studies - ranging from Facebook advertising to the dog food industry - to question society's dependence on big data， macro analysis， and 'hard science' in problem solving。 She argues in an accessible but sometimes repetitive way that anthropological （aka 'worms eye' thinking） is also needed in decision making processes。 This book taught me a lot but I have mixed feelings about it because in my opinion， it failed to adequately address significant ethical issues around the study of anthropology （ie。 Is it ok to observe people undercover without their consent？ Is it ok to then use that information to try and change their behaviour as some of the anthropological consultants referenced in the book claim to be able to do？ Is anthropology the best social science to base this book on given the discipline's troubled beginnings？）。 3。5/5。 。。。more
Masatoshi Nishimura
，
Another book where she's successfully cashed out of the impossible humanity major to make money on。 In her case， she's sold anthropology concept to the business crowd and gain consultant work thereafter。 They usually start off as demeaning engineers/managers/financial analysts as people who don't understand human beings to justify their own existence。Anthropology， which turned out as useful at explaning what has happened。 But it'll have very little predictive behaivor。 The importance fails at pa Another book where she's successfully cashed out of the impossible humanity major to make money on。 In her case， she's sold anthropology concept to the business crowd and gain consultant work thereafter。 They usually start off as demeaning engineers/managers/financial analysts as people who don't understand human beings to justify their own existence。Anthropology， which turned out as useful at explaning what has happened。 But it'll have very little predictive behaivor。 The importance fails at pale compared to entrepreneurs actually testing the value offering。After reading this book， I came to be convinved more than ever anthropology is a niche subject most young peopl shouldn't be studying for。 What she mentions about respect for local rituals and culture can be easily attained by traveling to foreigin culture for a few months。Similar terminologies popup from time to time: emotional intelligence， empathetic design， user experience， human centered design， etc。 They all mean the same thing。 Observe humans well。 。。。more
Wally Bock
，
Anthro-Vision is about a mindset change。 You’ll learn how the tools of anthropology can help you become a more effective leader and human being。 Alas， you won’t learn much about how to select which tool to use or how to use it。 You get a view of the Promised Land， but you don’t get any help figuring out how to cross the river and get there。 See my full review and suggested companion reads athttps://www。threestarleadership。com/b。。。 Anthro-Vision is about a mindset change。 You’ll learn how the tools of anthropology can help you become a more effective leader and human being。 Alas， you won’t learn much about how to select which tool to use or how to use it。 You get a view of the Promised Land， but you don’t get any help figuring out how to cross the river and get there。 See my full review and suggested companion reads athttps://www。threestarleadership。com/b。。。 。。。more
Tiy Chung
，
Shows where anthropology can make a difference。 A lot of students take up anthropology and then find themselves thinking they need to find jobs outside the field （I was one of them）。 This should be required reading for first year anthropology students to inspire them on all possibilities the subject provides。
Dave Sangjoon
，
First， I love some of the quotes Gillian Tett put in the book:- "What we are familiar with we cease to see" - Anais Nin- "To see what is in front of one's nose needs a constant struggle" - George Orwell- "The wise man doesn't give the right answers， he poses the right questions" - Claude Levi-Strauss- "Intelligence is the ability to adapt to change" - Stephen HawkingAs an investment analyst， I constantly juggle between the tangible and intangible。 Financial valuation is a quantitative exercise w First， I love some of the quotes Gillian Tett put in the book:- "What we are familiar with we cease to see" - Anais Nin- "To see what is in front of one's nose needs a constant struggle" - George Orwell- "The wise man doesn't give the right answers， he poses the right questions" - Claude Levi-Strauss- "Intelligence is the ability to adapt to change" - Stephen HawkingAs an investment analyst， I constantly juggle between the tangible and intangible。 Financial valuation is a quantitative exercise with tangible outcome， but the inputs become valuable when the intangibles are properly embedded。 Just as two companies with same profit prospects but different qualities in management & employees do not deserve a uniform enterprise value， AI or Big Data do not give a complete intelligence in our nations without incorporating the people aspect"Big data tells us WHAT is happening" Gillian Tett goes， but "it cannot tell us WHY since correlation is not causation。" Sometimes viewed as the study of ancient rituals， anthropology offers a cutting-edge lens to see the causation behind seemingly strange and unfamiliar phenomena around the world。 "Anthro-vision" discusses how we can train ourselves like anthropologists to enable ourselves to appraise our own environment with fresh perspectives as an INSIDER-OUTSIDERBy making the familiar seem unfamiliar and vice versa， anthropology offers a lateral vision at a time when many of us are falling deeper into a tunner vision。 As a FT journalist， Gillian Tett used anthro-vision to analyze （and predict！） subprime mortgage crisis， Trump's election， and the future of WFH。 While Tett has been widely lauded for her use of anthro-vision in finance and politics （she got Ph。D studying marriage culture in Tajikistan）， the practice of integrating anthro-vision to corporate strategy has ~100 years of history （starting at Western Electric， an AT&T entity）。 No wonder why Xerox and Intel， at their heydays， employed anthropologists to understand and improve their maintenance & repair （Xerox） and Asia expansion （Intel）While the anthropology mindset （i。e。， empathy for stragers） can be sometimes cliched， our cognitive biases make it hard for us to listen to others and embrace the “strange-familiar” concept。 To see our own blind spots， we should proactively make ourselves an 'outsider。' Employees often complain about going back to office， but perhaps employees should ask companies to call them back to the office if they care about performing and making money （Tett talked about how traders sitting next to each other have improved each other through incidental information exchanges）By presenting how Tett and other anthropologists put their lateral visions into practice in journalism， business， and politics， the author offers a way to identify fallacies in the data-driven world and build a differentiated view in a wide array of professions。 As for me， I hope to be able to make the familiar strange （and vice versa） and build differentiated views in stock investing。 I gave 4 stars for the occasional attention loss during the reading， but it could be attributed to my preference for dense & concise narrative 。。。more
Ron Jack
，
Very well written book。 Understanding and studying groups behavior through the lens of habitus， ethnography and curiosity， explained with fascinating examples。 I enjoyed the applicability of these tools when studying tribes in Tajikistan and Investment Banker tribes on Wall Street。 The lenses of enquiry have applicability across a wide spectrum of group behavior of humans。
Tirath
，
Intg bits about the study of human behaviour - a neglected part of HR， marketing， investor relations， business cultures， etc。But it felt oddly obvious in many parts: that cultures matter。 A kit kat cant be sold in Japan in the same way。。。 or ESG is not so much about ESG but about doing what needs to be done to seem right。。。 or techies struggle with understanding users。。。 There were a few narrative fallacies in the book: "we did x， hence， y happened in the ensuing 6 months"。I rely more and more o Intg bits about the study of human behaviour - a neglected part of HR， marketing， investor relations， business cultures， etc。But it felt oddly obvious in many parts: that cultures matter。 A kit kat cant be sold in Japan in the same way。。。 or ESG is not so much about ESG but about doing what needs to be done to seem right。。。 or techies struggle with understanding users。。。 There were a few narrative fallacies in the book: "we did x， hence， y happened in the ensuing 6 months"。I rely more and more on the web of mental models to see things。Anyway - its a decent book for an introduction to anthro / cultures。 。。。more
Jong Kim
，
As we are surrounded by technologies， we quite often forget about human culture side of the reality。 It is a great book to read to remind all of us to take a look at this side of the reality。
Santosh Shetty
，
The author is not making the case that anthro-vision should replace other intellectual tools， but complement them。 It's not something innovative but a different much needed lens。 The author is not making the case that anthro-vision should replace other intellectual tools， but complement them。 It's not something innovative but a different much needed lens。 。。。more
Nadia
，
Хороша книжка про те， як антропологи （в широкому розумінні цього слова） допомагають бізнесу і державі。 Бізнесу - на прикладах з фінансових ринків， технологічних стартапів， організації праці на заводах， споживчих ринків。 Державі - на прикладах з політики， охорони здоров'я тощо。Я просто люблю читати байки про дослідження і дослідників :） Хороша книжка про те， як антропологи （в широкому розумінні цього слова） допомагають бізнесу і державі。 Бізнесу - на прикладах з фінансових ринків， технологічних стартапів， організації праці на заводах， споживчих ринків。 Державі - на прикладах з політики， охорони здоров'я тощо。Я просто люблю читати байки про дослідження і дослідників :） 。。。more
Mbogo J
，
For a long time Physics has been the preeminent field on advising humanity how to live and organise "serious" matters until its models got heavily implicated in the 2007 financial crisis。 It also didn't help that they dug some large holes to prove something but the results were underwhelming。 Since then it's been open season for any field to come to the front and show society how to do things。 Biology had a good theory on how society is like an ecosystem and terms like keystone species and carry For a long time Physics has been the preeminent field on advising humanity how to live and organise "serious" matters until its models got heavily implicated in the 2007 financial crisis。 It also didn't help that they dug some large holes to prove something but the results were underwhelming。 Since then it's been open season for any field to come to the front and show society how to do things。 Biology had a good theory on how society is like an ecosystem and terms like keystone species and carrying capacity were thrown around。 This time it was the turn of anthropology to make its case。 A lot of what is good about this book rests more on the author， Gillian Tett， than on the field itself。Anthropology is one of those concepts like time where you think you know what it is until someone asks you to define it and then you realize the gaps in your knowledge。 My gut definition was a field which goes to the bushes and studies societies in the early stages of development。 I was way off。 I did some research on the definition。 It didn't help。 The definitions are vague or all encompassing to the point of serving no purpose as a definition。 I resorted instead to try to make sense of it from the book's content but that too didn't help。 Some research seemed ground already covered by behavioral economics and it was unclear how anthropology was involved。 Others seemed basic market research。 May be you need a lot more prior knowledge on the field of anthropology to get how it's contents were applied。 The book's post script talks of how a lot was dumbed down for the general audience， may be this is to blame。 A few technical terms should have been sprinkled in to show that this was a technical study rather than a reheating of obvious folk wisdom and rechristening it anthropology。I eventually gave up on trying to figure out how anthropology had been used and instead focused on the stories。 This book's got tonnes of them。 Nearly all of them interesting， told by a writer at the very top of their craft。 This alone is reason enough to read the book。 You can also put more effort into charting out how the concepts of anthropology were harnessed in coming up with a new way to evaluate business and life but it is also fine to give up and read the stories。 May be anthropology is the art of telling good stories。 。。。more
Helen Palmer
，
best book read in 2021 - wish i had been an anthropologist。。。。
Ray HB
，
look at everything with the eyes of an anthropologist。。。 okthe best part of this book was rembering donnie is an owner of the WWE franchise， and he was an announcer。。。 and ran his campaign and presidency like you would get the crowd riled up at a wresteling match
Doc Martin
，
As Tett points out， ‘Big data can explain what is happening。 But it cannot explain why。 Correlation is not causation。’ A reminder that big data is only useful if you understand the social context。Insightful sections on corporate conflict， and， what really drives sustainability。 Seems we all need to ask more open-ended questions and ponder what people are not talking about。
Theodore Kinni
，
If you're not familiar with the applications of anthropology in business， this book will be an eye-opener。 If you are， not so much。 Either way， Tett is a really good writer。 Reviewed here: https://www。strategy-business。com/art。。。 If you're not familiar with the applications of anthropology in business， this book will be an eye-opener。 If you are， not so much。 Either way， Tett is a really good writer。 Reviewed here: https://www。strategy-business。com/art。。。 。。。more
gaverne Bennett
，
Work of genius
Orestis
，
Σε έναν κόσμο που κινείται όλο και περισσότερο με ποσοτικές ανάλυσεις και big data， η συγγραφέας αναδεικνύει την άξια της ανθρωπολογίας για την σωστή ανάλυση των καταστάσεων。Η αλήθεια είναι ότι έχω το ελάττωμα， ως ερευνητής， συχνά να απαξιώνω την κοινωνική διάσταση των θεμάτων όταν αφορά μελέτες， και να στέκομαι πάντα στην αλήθεια των αριθμών。 Το βιβλίο αποδεικνύει ότι όσο σωστά και αν είναι τα στοιχειά， μπορούν να έχουν λάθος αντικείμενο όταν δεν έχει πραγματοποιηθεί μια ανάλυση του ανθρωπινού Σε έναν κόσμο που κινείται όλο και περισσότερο με ποσοτικές ανάλυσεις και big data， η συγγραφέας αναδεικνύει την άξια της ανθρωπολογίας για την σωστή ανάλυση των καταστάσεων。Η αλήθεια είναι ότι έχω το ελάττωμα， ως ερευνητής， συχνά να απαξιώνω την κοινωνική διάσταση των θεμάτων όταν αφορά μελέτες， και να στέκομαι πάντα στην αλήθεια των αριθμών。 Το βιβλίο αποδεικνύει ότι όσο σωστά και αν είναι τα στοιχειά， μπορούν να έχουν λάθος αντικείμενο όταν δεν έχει πραγματοποιηθεί μια ανάλυση του ανθρωπινού παραγοντα。 Και ειναι， αν θελετε， μια συνθηκη αιτιου αιτιατου πολλες φορες。 Αν αγνοήσουμε το πλαίσιο και την κουλτούρα， ιδιαίτερα όταν αυτό το πλαίσιο αλλάζει με τον καιρό， οποιαδήποτε μοντέλα ή αναλύσεις χρησιμοποιήσουμε θα είναι αναποτελεσματικά。 Πρέπει να δούμε τι αγνοούμε。 Πρέπει να εκτιμήσουμε πώς πλέγματα νοήματος και πολιτισμού διαμορφώνουν τον τρόπο με τον οποιο αντιλαμβανόμαστε τον κόσμο。 Τα Big Data μας λένε τι συμβαίνει。 Δεν μπορούν να μας πουν το γιατί。 Από τα πρώτα μαθήματα κάθε αξιόλογου εγχειρίδιου οικονομετρίας είναι πως η συσχέτιση δεν αποτελεί αιτιότητα （correlation is not causation）。 Ούτε καν μια πλατφόρμα τεχνητής νοημοσύνης μπορεί να μας πει για τα επίπεδα αντιφατικών νοημάτων που κληρονομούμε από το περιβάλλον μας: πώς οι σημειωτικοί κώδικες μεταλλάσσονται， οι ιδέες κινούνται και οι πρακτικές αναμειγνύονται。 Για αυτό πρέπει να αγκαλιάσουμε μια άλλη μορφή AI: την "ανθρωπολογική νοημοσύνη"。 Την anthro-vision。 Χρειαζόμαστε ένα πλαίσιο δεν παράγει συνήθως καθαρά σημεία ισχύος， σκληρά επιστημονικά συμπεράσματα ή δεσμευτικές αποδείξεις。 Πρέπει να το δούμε ως μια ερμηνευτική πειθαρχία， πέρα απο την εμπειρική προσέγγιση。 。。。more
Shona
，
A passionate treatise for the use of anthropology to understand the world of business。 It is full of interesting case studies， ranging from Trump to teenagers with cell phones; the 2008 GFC to "work from home" in the time of COVID-19。 However， I found the overall narrative arc hard to follow at times: I blew through the first half， and then struggled to finish the book， when I started to wonder， "yes I agree， so what？"Full disclosure: I am familiar with ethnography， anthropology， and qualitative A passionate treatise for the use of anthropology to understand the world of business。 It is full of interesting case studies， ranging from Trump to teenagers with cell phones; the 2008 GFC to "work from home" in the time of COVID-19。 However， I found the overall narrative arc hard to follow at times: I blew through the first half， and then struggled to finish the book， when I started to wonder， "yes I agree， so what？"Full disclosure: I am familiar with ethnography， anthropology， and qualitative research。 So perhaps I didn't find this book as refreshing as it should have been。 It is， by Tett's admission， written for a business audience。 It did help me understand how my understanding of the world did matter - a question I ask myself often， because of the rise of tech， data， etc。 For anyone in a similar position struggling to get through the book， I'd still recommend the last two chapters: about the rise of ESG and the "letter to anthropologists。" 。。。more
Jennifer Reid
，
I expect that this will be one of the most important books I have read this year。 It wasn’t the easiest to digest in terms of the complexity of the topic but by the time I finished it I was convinced of one thing: if your organization feels reluctant to incorporate an EDI strategy beyond the performative aspects， this could be the tiny hinge to swing that door open to create change。 I firmly believe that as we move from the Information Age to the Age of Perspective there will be a heightened nee I expect that this will be one of the most important books I have read this year。 It wasn’t the easiest to digest in terms of the complexity of the topic but by the time I finished it I was convinced of one thing: if your organization feels reluctant to incorporate an EDI strategy beyond the performative aspects， this could be the tiny hinge to swing that door open to create change。 I firmly believe that as we move from the Information Age to the Age of Perspective there will be a heightened need， emphasis and appreciation of the social sciences - in particular the necessity for AI （anthropology intelligence） to help organizations widen their lens， mitigate the risk of tunnel vision， and enhance their ability to solve complex problems holistically。 Gillian Tett incorporates comprehensive analysis of recent events ranging from a number of sectors - dealing with Ebola， the financial crisis of 2008， politics （as to why Trump resonated with a majority of voters in 2016）， the impacts of working from home due to the pandemic - to highlight a few。 I won’t attempt to do it justice in my recommendation here， but I know now I will commit to actively developing my “anthro-vision” going forward。 I hope this author pursues this topic again in a follow-up book， or at very least inspires other writers to consider this angle to make it increasingly accessible to non-academics。 。。。more
Sanjeev Arora
，
Great， simple read。 Well written with relevant， current case studies。 Adds real value to everyday business growth and decisions
Ariana
，
I'm not sure how you could possibly make a topic like this boring！ Everything interesting in here was covered on NPR I'm not sure how you could possibly make a topic like this boring！ Everything interesting in here was covered on NPR 。。。more
Anete Kiseļeva
，
I had rather high expectations for this book but somehow I was left a bit disappointed。 Maybe the problem lies in the fact that the goal of the author was to keep it all simple for non-anthropologists。 The goal was to demonstrate how some of anthropological insights could be applied to businesses， policy-making， healthcare， etc。 The author Gillian Tett is an award-winning financial journalist， and I was somehow left with a feeling that she had so much more to tell but the structure of this book I had rather high expectations for this book but somehow I was left a bit disappointed。 Maybe the problem lies in the fact that the goal of the author was to keep it all simple for non-anthropologists。 The goal was to demonstrate how some of anthropological insights could be applied to businesses， policy-making， healthcare， etc。 The author Gillian Tett is an award-winning financial journalist， and I was somehow left with a feeling that she had so much more to tell but the structure of this book left all the best parts out。 In some of the chapters I even found it difficult to follow the storyline， however I did love some of the ideas proposed， like principles of sense-making， lateral vision or what she calls anthro-vision， etc。 。。。more
Claudio Arato
，
A much needed， if slightly wonky， treatise on the value of anthropology in business。 Looking at and through “the other” yo build empathy， engagement that is more robust and flexible with curiosity networks is a good thing。 And valuable。 And increasingly necessary。 And thus vital。 4。1/5
Sammy Hussain
，
This was such an accessible read。 Having studied anthropology at uni meant that I was already somewhat， if not very familiar with the theorists mentioned， though Tett is fantastic at weaving brilliant connections between past findings and current trendings in simple terms。Tett highlights the importance （now more than ever） for everyone to treat the familiar as strange in order to think laterally， and distance ourselves from tunnel vision in any given situation。This is above all a fun， interestin This was such an accessible read。 Having studied anthropology at uni meant that I was already somewhat， if not very familiar with the theorists mentioned， though Tett is fantastic at weaving brilliant connections between past findings and current trendings in simple terms。Tett highlights the importance （now more than ever） for everyone to treat the familiar as strange in order to think laterally， and distance ourselves from tunnel vision in any given situation。This is above all a fun， interesting and prescient read。 It's made me want ro start reading anyhtopology journals again too which isn't a bad thing at all！ 。。。more
Assunção
，
I highly recommend！
Juan Carmach Iturrieta
，
Las primeras dos terceras partes del libro son muy buena en ilustrar el potencial de una mirada antropológica a problemas reales， pero al cierre el libro cae de calidad y parece querer llenar páginas con casos menos relevantes
David Jijelava
，
That top-down models， 'borrowed from Newtonian physics'， can't be always relied upon is a logical argument， albeit not original。 That we can understand local context （using anthro-vision） so that it can invariably lead to better outcomes is highly disputable， at best， and also not very original。 The book has some fun chapters though， especially towards the end。 That top-down models， 'borrowed from Newtonian physics'， can't be always relied upon is a logical argument， albeit not original。 That we can understand local context （using anthro-vision） so that it can invariably lead to better outcomes is highly disputable， at best， and also not very original。 The book has some fun chapters though， especially towards the end。 。。。more
Dr Javed
，
A good book to imbibe a few approaches from an oft neglected "soft" science: Anthropology。 In a world with shortened attention spans and even narrower world views， aspects like participant observation， ethnography， worms' eye view， sense - making and making "Strange" familiar / "Familiar" strange are good tools to be aware of prior to reaching any conclusion / decision。 Lastly， some good anecdotes regarding Kit Kat in Japan， Cambridge Analytica， Microsoft and Intel and their use of Anthropology。 A good book to imbibe a few approaches from an oft neglected "soft" science: Anthropology。 In a world with shortened attention spans and even narrower world views， aspects like participant observation， ethnography， worms' eye view， sense - making and making "Strange" familiar / "Familiar" strange are good tools to be aware of prior to reaching any conclusion / decision。 Lastly， some good anecdotes regarding Kit Kat in Japan， Cambridge Analytica， Microsoft and Intel and their use of Anthropology。 。。。more
Charles Okealam
，