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

　　面對各種局勢變動、科技與趨勢不斷革新，企業想找到在其中前進的方向，不僅需要了解「現狀」，更需要釐清「原因」。
 
　　在這個科技和資料分析主宰了商業世界的時代，《穀倉效應》作者、擁有人類學博士學位且榮獲多座年度最佳記者獎肯定的吉蓮．邰蒂，在本書中提供了迥然不同的成功策略：企業可以透過人類學的角度，來研究顧客、市場、組織，徹底革新其對行為的理解。
 
　　處於劇烈的數位顛覆、政治經濟局勢動盪之中，我們該怎麼理解這個世界？如今的企業領導者多半在經濟模型、大數據或AI平台中尋找解答。數據確實能解釋「發生了什麼事」，但想要看清整個脈絡、進而擬定有效策略，更需要一個能夠釐清「為什麼會發生這件事」的方法。邰蒂將答案指向人類學──一門研究人類文化的學科。人類學家被訓練設身處地去體會、觀察他人的經驗和感受，不僅幫助人們理解自身的文化，他們的局外人視角，也能讓人們得以用全新的角度，重新評估、看待自己身處的環境。
 
　　如今，比起研究遙遠的亞馬遜部落，人類學家更傾向花時間研究電商亞馬遜的倉庫。他們已針對如通用汽車、雀巢、英特爾等公司進行研究，解答了諸如「網路用戶如何定義自己」、「為什麼有些公司專案會失敗」、「為什麼交易員會錯估損失」，甚至「防疫政策為什麼會成功(或為什麼無效)」等問題。透過人類學，我們得以看見尋常之中的不尋常，也能在陌生的事物和經驗之中，看見熟悉之處。當許多企業領導者眼界在不知不覺間變得狹隘，本書提供了理解組織、個人和市場行為的嶄新選項，讓我們能夠在這個不斷變動的世界中，以更豐富廣闊的視角，來擬定策略及付諸行動。

　　In an age when the business world is dominated by technology and data analysis, award-winning financial journalist and anthropology PhD Gillian Tett presents a radically different strategy for success: businesses can revolutionize their understanding of behavior by studying consumers, markets, and organizations through an anthropological lens.

　　Amid severe digital disruption, economic upheaval, and political flux, how can we make sense of the world? Leaders today typically look for answers in economic models, Big Data, or artificial intelligence platforms. Gillian Tett points to anthropology—the study of human culture. Anthropologists train to get inside the minds of other people, helping them not only to understand other cultures but also to appraise their own environment with fresh perspective as an insider-outsider, gaining lateral vision.

　　Today, anthropologists are more likely to study Amazon warehouses than remote Amazon tribes; they have done research into institutions and companies such as General Motors, Nestlé, Intel, and more, shedding light on practical questions such as how internet users really define themselves; why corporate projects fail; why bank traders miscalculate losses; how companies sell products like pet food and pensions; why pandemic policies succeed (or not). Anthropology makes the familiar seem unfamiliar and vice versa, giving us badly needed three-dimensional perspective in a world where many executives are plagued by tunnel vision, especially in fields like finance and technology. Lively, lucid, and practical, Anthro-Vision offers a revolutionary new way for understanding the behavior of organizations, individuals, and markets in today’s ever-evolving world.

Gillian Tett oversees global coverage of the financial markets for the Financial Times, the world’s leading newspaper covering finance and business. In 2007 she was awarded the Wincott prize, the premier British award for financial journalism, and in 2008 was named British Business Journalist of the Year. She speaks regularly at conferences around the world on finance and global markets and has a PhD in social anthropology from Cambridge University. Tett is the author of Anthro-Vision, Saving the Sun: How Wall Street Mavericks Shook Up Japan’s Financial World and Made Billions and The Silo Effect: Ordered Chaos, the Peril of Expertise, and the Power of Breaking Down Barriers.