Anthro-Vision

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What to expect

Brought to you by Penguin.

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, allowing you to get inside the heads of consumers on the other side of the world. And she argues that anthropology can explain 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 perplexing 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 2021 (P) Penguin Audio 2021

Critics Review

  • Will turn your world upside down in the best possible way: fun, profound and bursting with important insights.

    Tim Harford, author of HOW TO MAKE THE WORLD ADD UP

  • 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

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