Now that “On the Brink: A Fresh Lens to Take Your Business to New Heights,” my award-winning book on how corporate anthropology can help businesses grow, is being read by CEOS, business leaders, entrepreneurs and even anthropology students, I'm frequently being asked, "What is this thing called 'anthropology' or 'business anthropology' and why should I know about it, much less use it to help grow my business?"
In addition, I cannot tell you how many parents have contacted me about their son or daughter who is in love with business anthropology in college or with just anthropology itself. What kind of jobs are out there for an anthropology major?, they want to know. As an anthropologist myself, what I don't want to tell them is that only a few years ago, Forbes and Kiplinger ranked anthropology as the worst major for finding a job after college.
Maybe it is time to change that!
There is now a very big role for anthropology and anthropologists in business.
Given the business trends I am seeing as I travel around the country working with clients or leading workshops, I am convinced that now is the time to make anthropology less academic and more easily understood and applicable, particularly in the business world. Indeed, the tools and methods of anthropology are what can help your business or organization sustain growth during these rapidly changing times.