From the bestselling author of Fool's Gold To understand business, you need to think like an anthropologist. Is your workplace riven by tribal conflict? Are your meetings governed by dozens of unspoken rituals? Is there something faintly religious about the way your colleagues worship the CEO? If so, then you might need a lesson in business anthropology. For a century, anthropologists have had an unusual method- immersing themselves deep inside 'alien' tribes and uncovering, from the inside, how they tick. Today, a new generation of anthropologists are using this approach to explain modern businesses - revealing the hidden rituals that define what we buy, who we sell to, and how we work. Now, bestselling author Gillian Tett reveals how this new wave of anthropology can help make sense of your business. She shows how thinking like an anthropologist can help you navigate a globalised economy, helping you get inside the heads of consumers on the other side of the world. And she argues that anthropology can help you understand your own workplace, too- by revealing why, say, your IT team seem to have such different priorities to you - or how to alter the behavioural patterns of your most irritating colleagues. Along the way, Tett draws on extraordinary stories from Tajik villages and Amazon warehouses, Japanese classrooms and Wall Street trading floors - all to reveal how you too can think like an anthropologist. The result is a revelatory new way to view global business. In a short-sighted world, we can all learn to see clearly - using the power of Anthro-Vision.
Gillian Tett is the chairman of the editorial board and editor-at-large at the Financial Times . Best known as the woman who predicted 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, wher she wrote her dissertation on marriage rituals in Tajikistan. Her work for the FT has taken her around the world - from Brussels to Tokyo to Moscow - and won her numerous awards, including Columnist of the Year at the British Press Awards.