Simon - On the brink: a fresh lens to take your business to new heights

ADVANCE PRAISE

On the Brink is an entertaining and insightful read for leaders as you join corporate anthropologist and consultant Andi Simon in participative observation through seven real business cases. She helps both readers and leaders see with fresh eyes: Finding new opportunities, solving stagnant problems, and working with a companys culture as the key to what you see, do, and achieve.

Marcella Bremer, co-founder of OCAI-Online
and Leadership and Change Blog

On the Brink is a must read for any leader who wants to remain relevant in this fast-changing world. Written in plain English, combining how-to with real-life stories, Andi Simon teaches us to open our minds, go exploring, watch, listen, and discover the opportunities hidden at the core of our business.

Elisa K. Spain, leadership coach and Vistage master chair

Every CEO knows they need to see the world through a fresh perspective, but most are wondering where that perspective can be found. In On the Brink Andi Simon shows us that the perspective were seeking can be found when we look at the world from the eyes of our customers.

Luke Hohmann, CEO, Conteneo, Inc.

The business world is constantly evolving, and the companies that thrive are the ones that evolve with it. Through the innovative practice of corporate anthropology, Andi Simon has created a framework and set of techniques that any enterprise can use to adapt to changing times and be ready with their next big idea.

David Warnock, founder and senior partner, Camden Partners

Every leader should pick up a copy of On the Brink. Its a must-have resource, especially in this time of transformative, customer-led change.

Phil Terry, CEO, Collaborative Gain

On the Brink takes the mystery out of corporate anthropology and its practical impact on business challenges. Whether the issue at hand is developing or iterating on strategy or resolving general organizational design challenges, Andi breaks down the model and methods into practical steps that ensure every company understands its customers, how their needs are changing and/or evolving, and how to harness a company, and its culture, around those needs to ensure long-term growth and success.

Jamie Candee, president and CEO, Questar Assessment, Inc.

Andis perspective and voice are original and come from a deep understanding of corporate anthropological techniques and years of working with companies struggling to find new answers to the old question of how to grow their business in an ever-rapidly changing environment. The book is a must read for businesses looking to differentiate themselves, create value, and thrive. Andi is a master at breaking down the complex and varied options businesses face into a clear cohesive strategy, brand, and set of implementation tacticsa rare combination of talents.

Carmen Effron, founder and CEO of C F Effron Company

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher and author are not engaged in rendering professional services. If advice or other expert assistance is required, the services of a competent professional should be sought.

Published by Greenleaf Book Group Press

Austin, Texas

www.gbgpress.com

Copyright 2016 Andrea Simon

All rights reserved.

No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the copyright holder.

Distributed by Greenleaf Book Group

For ordering information or special discounts for bulk purchases, please contact Greenleaf Book Group at PO Box 91869, Austin, TX 78709, 512.891.6100.

Design and composition by Greenleaf Book Group and Sheila Parr

Cover design by Greenleaf Book Group and Sheila Parr

Cover image iStockphoto.com / Enis Aksoy

Cataloging-in-Publication data is available.

ISBN: 978-1-62634-280-4

eBook ISBN: 978-1-62634-281-1

Part of the Tree Neutral program, which off sets the number of trees consumed in the production and printing of this book by taking proactive steps, such as planting trees in direct proportion to the number of trees used: www.treeneutral.com

Printed in the United States of America on acid-free paper

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First Edition

THIS BOOK IS DEDICATED TO ALL OF MY WONDERFUL CLIENTS WHO WERE ON THE BRINK AND LET ME HELP THEM SOAR.

IF THE WORD anthropologist makes you think of Margaret Mead writing about young people coming of age in Samoa, thats not a bad place to start. Anthropology is defined as the study of human societylanguage, symbols and shared stories, values and beliefs. Traditionally, it has been applied to distinct cultural groupsoften in exotic settingssuch as islanders, Native Americans, or other tribal members. Yet, over the past half-century, anthropologists have employed their theories, methods, and tool kits closer to home to study cultures in manufacturing plants, among consumers, and even in business settings.

Corporate anthropology is an extension of traditional anthropology that is used in non-traditional, modern settings. By looking at a company as a new and unfamiliar cultureall the while using techniques that anthropologists useits possible to arrive at fresh insights that can help companies sustain their growth and adapt to changing environments. Corporate anthropology is the key to seeing a business problem in an original light or finding previously unimagined opportunities; a key to avoid remaining stuck by reverting to old habits, old solutions, or old cultures.

In the last few years, well-known corporations have found corporate anthropology instrumental in various ways. Google hired an anthropologist to help it better understand the meaning of mobile technologies. Intel has anthropologists on its staff, and at times the company has even engaged external anthropologists to bring new perspectives to its in-house team. In one instance in particular, the external group was engaged to study and better understand how people of various socioeconomic groups use technology in their daily lives. Intel also applies the anthropological method to its strategic development to empower its people to practicequite simplybetter business thinking.

Similarly, ReD, a successful research firm based in New York and Copenhagen, specializes in applying the anthropological method to analysis of its clients customers. While conducting research for Absolut Vodka, ReDs charge was to study how people consume vodka and other liquors. To focus on the emotional nuances of the social setting in which people share alcoholic drinks, ReDs team observed people at parties. What they found was that what mattered most to partygoers and their hosts were the stories that accompanied the libations. They saw people sharing personal anecdotes in which certain brands of liquor played a memorable role in, say, a vacation. Extrapolating from that, ReD was able to suggest innovative ways the Absolut brand could fill that role in a proprietary and profitable way.

Another well-known case study concerns Samsung. Engineers and executives at the company assumed that TVs should have large screens in order to deliver pictures with superior resolution to customers. Little did they knowuntil corporate anthropologists pointed it outthat people actually thought of TVs as part of their home dcor. The reason they wanted larger screens was because those looked better in their living rooms or entertainment centers. Samsungs engineers retooled their products accordingly, paying special attention to how they fit into a variety of living spaces rather than merely to how they performed on technical spec sheets.