An anthropologist walks into a bar...
啤酒公司通过派遣人类学家实地观察，发现顾客真实需求，从而扭转销售下滑。文章介绍了“意义建构”这一五步方法，帮助企业解决产品开发、组织文化等难题。
When BeerCo found its pub sales falling, market research and competitive analysis provided no help. So it sent out a team of social anthropologists to investigate. The resulting data, including field notes, photographs, and videos, yielded insights that prompted the company to revamp its promotional materials and training methods. Sales rebounded within two years and are still growing. BeerCo's story shows how the emerging approach of sensemaking can illuminate customers' true needs and facilitate successful transformations of product development, organizational culture, and corporate strategy. Rooted in the human sciences--anthropology, sociology, political science, and philosophy--sensemaking is a five-step process. Companies must: � reframe the problem, focusing on the customer's experience of the product and the market � collect raw, firsthand data � find patterns In the data � generate new insights � translate those insights into initiatives. Sensemaking can help solve some of the toughest business problems and enables leaders to think creatively about what business they're really in. INSETS: Idea in Brief;How to Reframe a Problem as a Phenomenon;How to Identify the Big Unknowns.