Gillian Tett

In an age when technology, big data, and financial analysis defines business decision-making, award-winning financial journalist and anthropology PhD, Gillian Tett presents a different idea: businesses can revolutionize their understanding of human behaviour by studying consumers and organizations through an anthropological lens.

A New Way to See in Business and Life

Anthro-Vision

Daniel Bower

Gillian Tett is a jouralist and athropologist best known for her work in the FT that drew the world's attention to CDOs and the inner workings of a financial sector that would kick start the 2008 recession.

Athro-Vision is Tett arguing for the power of "thinking like an Antropologist" and complementing the world of "hard science", big data, computer models etc, with the soft science or "worms eye view" of social sciences. To do so she drawns on her experience as a journalist and researcher in which she examined the financial crash, Ebola, Covid-19, the marketing of Kit-Kats in Japan and the rituals of factory workers a GM motors to name just a few case studies.

It's a fascintating book and one that will stick with me for a long time. Testament to the books insights is the amount of notes I found myself taking – it must have doubled the reading time at least!

Anthro-Vision A New Way to See in Business and Life

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