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Anthro-Vision: How Anthropology Can Explain Business and Life Paperback – Import, 21 April 2022
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The Times and Financial Times Book of the Year
A revelatory model that explains how we buy, sell, work and live.
'Absolutely brilliant.' Daniel Kahneman, author of Thinking, Fast and Slow
Meet the business anthropologists seeking to explain how we buy, sell, work and think.
From supermarkets to factories, trading floors to tech firms, their methods are revealing the hidden codes that define our lives.
The result is a wholly new way to see human behaviour: anthro-vision.
One of the World's Top 50 Thinkers - Prospect
'This engaging book argues why more businesses (and people) should look to anthropology if they want to succeed.' Books of the Year, The Times
'Will turn your world upside down in the best possible way. Fun, profound and bursting with important insights.' Tim Harford
'A terrific piece of work.' Thomas Friedman
'Anyone working to rebuild a more equal world will benefit from Tett's well-argued case that to solve twenty-first-century problems, we must expand our fields of vision and fill in old blind spots with new empathy.' Melinda Gates
'Tett provides readers with a new intellectual framework - grounded in her deep understanding of anthropology and her path-breaking journalism - that can fundamentally transform how we approach solving society's most wicked problems . . . I cannot recommend it highly enough.' Mariana Mazzucato
'In a world of volatility, uncertainty, complexity, and ambiguity, we need an antidote to tunnel vision, argues Gillian Tett. That antidote is Anthro-Vision . . . Admirers of her journalism will love this book, but they will also learn a great deal from it.' Niall Ferguson
'A timely call for decision-makers to wean themselves off their dependency on big data and embrace the full complexity of human life.' Financial Times
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Makes a compelling case that "anthro-vision" can help us understand ourselves, our tribes, companies and communities, and to reduce our wilful blindness . . . One of the glories of Anthro-Vision is that it never argues (as many do) that its way of seeing is the only way. It's a timely call for decision-makers to wean themselves off their dependency on big data and embrace the full complexity of human life. ― Financial Times
A fascinating and compelling demonstration that all of us, especially economists, can benefit from the insights of anthropology: the worm's-eye, not just the bird's-eye, view of how people behave. -- Mervyn King, former governor of the Bank of England and co-author of RADICAL UNCERTAINTY
Drawing on a wide breadth of case studies, Gillian Tett explains that whether you're marketing Kit-Kats in Japan or fighting the spread of COVID-19 in England, you need a more qualitative understanding of who people are and what they care about. Anyone working to rebuild a more equal world will benefit from Tett's well-argued case that to solve twenty-first-century problems, we must expand our fields of vision and fill in old blind spots with new empathy. -- Melinda Gates, co-chair, Bill & Melinda Gates Foundation and author of THE MOMENT OF LIFT
Absolutely brilliant . . . Very compelling examples. -- Daniel Kahneman, author of THINKING, FAST AND SLOW and NOISE
About the Author
Gillian Tett is the chairman of the editorial board and editor-at-large, US, at the Financial Times. Perhaps best known for predicting the 2007-8 financial crisis, Tett's bestselling book Fool's Gold was one of the definitive books on the crash.
Tett holds a PhD in social anthropology from the University of Cambridge, where she studied marriage rituals in Tajikistan. Her work for the FT has taken her around the world - from Brussels to Tokyo to Moscow to New York - and won her numerous awards, including Columnist, Journalist and Business Journalist of the Year at the British Press Awards.
- Publisher : Penguin (Cornerstone) (21 April 2022)
- Language : English
- Paperback : 304 pages
- ISBN-10 : 184794289X
- ISBN-13 : 978-1847942890
- Item Weight : 210 g
- Dimensions : 13 x 2 x 19.8 cm
- Best Sellers Rank: #24,924 in Books (See Top 100 in Books)
- #80 in Anthropology (Books)
- #459 in Economics Books
- #1,432 in Analysis & Strategy
- Customer Reviews:
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The book presents a collection of anecdotes. They might've been a good way to illustrate the concepts the book promises to explain, but there's simply not enough substance beneath them. Many of the cultural and social science approaches from the book have been a part of the mainstream management science for decades, however the book doesn't attempt to build upon it or to arrange the anecdotes into a system.
In the end of the book author mentions that it's been motivated by a desire to provide introduction to anthropological methods to a 'layperson'; however, it stops well short of the promised 'wholly new way to understand human behaviour' and won't tell anything new to someone familiar with Gillian Tett interviews and publications and the mainstream management science.