What?!? Anthropology in my business?
I heard that more than once over the past few weeks of "Change Matters" workshops. I started talking about how powerful corporate anthropology or business anthropology can be for driving business growth. It’s true. The link between social science and business growth is deep and powerful, and growing. As business model innovation has become essential as company's adapt to today's fast changing environment.
Understanding human behavior and how to change a company's cultures is at the heart of building business success. I know it sounds obvious, but often it is ignored. At their core, all businesses are inextricably linked to the humans who work together and whose customers they serve — even if it’s sometimes hard to see the connection of business to culture.
Corporate anthropologists are finding that people know all too well the challenges of building and sustaining a business, especially in these fast-changing times. They often need a new toolkit, an anthropologist's toolkit. What worked in the past isn't doing so well today. But change is quite literally pain, and they fight it.