‘that full complement of riches': the future role of anthropology in business and society
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That full complement of riches
The future role of anthropology in business
and society
Simon Roberts, Founding Partner
Amsterdam, 29thNovember 2013
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Hello and thank you for inviting me
@ideasbazaar & @stripepartners
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1A bright future
2The state were in
3What my past looks like
4Inventing your own future
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1A bright future
2The state were in
3What my past looks like
4Inventing your own future
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Do not be afraid. I bring
you good news
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.but I cannot tell you what it looks like
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The best way to predict the
future is to invent it
Alan Kay
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1A bright future
2The state were in
3What my past looks like
4Inventing your own future
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Fish dont know the existence of water until
theyre beached.
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The world wide web is7,037 days young
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Average lifespan (in years) of an S&P 500
companySource: McKinsey & Co
1930 1940 20202013
18
10
(Projected)
2010200019901980197019601950
90
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Kodak, Nokia, Blockbuster
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Music, movies, letters, advertising, identity, friendships,
conversations, therapy, medical records, educational
materials, games, money, reputation, dating, credit,
banking, knowledge, maps, languages, work, politics,
government, voting, journalism, photos, revolutions,
justice, parking spaces, hotel rooms
Excerpted from - Models in Motion: Ethnography Moves from Complicatedness to Complex Systemsken anderson, Tony
Salvador, Brandon Barnett. EPIC 2013 Proceedings
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FLUX
Flux
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Opportunity Challenge
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Environmental degradation
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Obesity
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2 views on why anthropologymay have something to offer this
sort of world
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Business schools tend to focus on inductive thinking
[based on directly observable facts] and deductive
thinking [analysis typically based on past evidence]
design schools emphasize abductivethinking -imagining what could be possible. This new thinking
approach helps us challenge assumed constraints and
add to ideas, versus discouraging them.
A G Lafely, CEO Procter &
Gamble
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Not understanding whatageing means to people
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1A bright future
2The state were in
3What my past looks like
4Inventing your own future
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I did my PhD in north India on the media revolution of the mid 1990s
Krishna Lila Pic
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Academe
Applied
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Academe
Applied
Anthropology
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Ideas
BazaarIntel
ReD
Associates
Stripe
Partners
My career to date has looked something like this
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If you want to understand what a science is,
you should look in the first instance not at its
theories or its findings, and certainly not at
what its apologists say about it; you shouldlook at what the practitioners of it do
Clifford Geertz
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We analyse the data (usually in teams)
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Write
on walls
We analyse the data (usually in teams)
Make PowerPoint Slides
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Make PowerPoint Slides
Conduct baseline and multi country studies
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Conduct baseline and multi-country studies
And do more focused domain specific deep dives
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Intel Confidential 35
And do more focused, domain specific deep dives
Which can lead to more specific ideas being generated
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Which can lead to more specific ideas being generated
That can then be built out as prototypes
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That can then be built out as prototypes
For exploration with their intended users
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For exploration with their intended users
We try to sell our ideas
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Create booklets
to circulate our
work
We try to sell our ideas
In the past business anthropology was geared to reducing risk in
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UNCERT
AINTY
p p gy g g
situations of complexity and uncertainty
Time
CERTA
INTY
UserTechnology
Product
Business
But theres been a shift from product to system and service thinking
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p y g
Product
Thinking
System &
Service thinking
And a turn towards thinking about what might bedesign fictions
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g g g
And how to make things grow
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This requires us to be more like pigs and less like chickens
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1A bright future
2The state were in
3What my past looks like
4Inventing your own future
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http://farm3 staticflickr com/2386/2232068772 1457
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http://farm3.staticflickr.com/2386/2232068772_1457
39e7da_b.jpg
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Do research, write
fieldnotes and take
photos
Develop additional
skillssketch,
ideation, software,
prototyping, film
making & ?
Join the
Anthrodesign Group
on Yahoo!
Read the business
pages and lots of
other stuff
Consider doing a
PhD
(Useful if you want to
work at
Intel/Microsoft/Googl
e etc..
Attend EPIC or read
the papersLearn to network
Read ethnographies
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Thank you. Do stay in touch.
@ideasbazaar & @stripepartners