Anthro-Vision

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In an era dominated by technology, big data, and financial analysis, award-winning financial journalist and anthropology PhD Gillian Tett proposes a transformative approach: businesses can enhance their understanding of human behavior by applying an anthropological perspective. As digital disruption, economic instability, and political changes shape our reality, leaders often seek answers in economic models and algorithms. Tett suggests turning to anthropology, a field often misunderstood as merely the study of exotic cultures. However, anthropology provides invaluable insights for business executives, investors, political leaders, and more. Historically, a group of London financiers formed the “Cannibals Club” to better understand unfamiliar cultures for investment purposes. Today, anthropologists focus on contemporary institutions, studying companies like Adidas and JP Morgan, and addressing questions about identity, marketing strategies, and behavioral patterns. Their training enables them to delve into the minds of others, offering fresh perspectives on both foreign and familiar cultures. By making the familiar seem strange and vice versa, anthropology helps combat the tunnel vision prevalent in finance and technology. Lively and practical, this work presents a revolutionary framework for comprehending organizational and market behaviors in our rapidly changing world.