Oliver Sweet is one of the world's leading business anthropologists, who educates companies and government on how to change consumer and citizen behaviour through analysing culture. He has run the Ethnography Centre of Excellence at Ipsos for the last eighteen years, helping companies like IKEA, Google, Coke and the Gates Foundation design better products and services. Spanning thirty-five countries around the world, his work highlights how the hidden rules in culture affect our lives, in such areas as public health, sustainability, product innovation and brand development.

A clear, compassionate, and much-needed book for our time. In an age obsessed with data and individual psychology, it reminds us that human behaviour is never just about the person - it's about the patterns, rituals, and unspoken rules of culture that make us who we are. With the eye of an anthropologist and the clarity of a storyteller, Oliver Sweet helps us see the water we all swim in - the invisible systems that shape our choices, our communities, and even our sense of self. This book doesn't just explain culture; it restores our ability to see it - to notice what we have stopped noticing. It's an elegant argument for why understanding people requires understanding the world they inhabit. I read it with gratitude and a sense of recognition: this is how deep seeing begins.

Oliver Sweet is one of the world's leading business anthropologists, who educates companies and government on how to change consumer and citizen behaviour through analysing culture. He has run the Ethnography Centre of Excellence at Ipsos for the last eighteen years, helping companies like IKEA, Google, Coke and the Gates Foundation design better products and services. Spanning thirty-five countries around the world, his work highlights how the hidden rules in culture affect our lives, in such areas as public health, sustainability, product innovation and brand development.

A clear, compassionate, and much-needed book for our time. In an age obsessed with data and individual psychology, it reminds us that human behaviour is never just about the person - it's about the patterns, rituals, and unspoken rules of culture that make us who we are. With the eye of an anthropologist and the clarity of a storyteller, Oliver Sweet helps us see the water we all swim in - the invisible systems that shape our choices, our communities, and even our sense of self. This book doesn't just explain culture; it restores our ability to see it - to notice what we have stopped noticing. It's an elegant argument for why understanding people requires understanding the world they inhabit. I read it with gratitude and a sense of recognition: this is how deep seeing begins.

Oliver Sweet is one of the world's leading business anthropologists, who educates companies and government on how to change consumer and citizen behaviour through analysing culture. He has run the Ethnography Centre of Excellence at Ipsos for the last eighteen years, helping companies like IKEA, Google, Coke and the Gates Foundation design better products and services. Spanning thirty-five countries around the world, his work highlights how the hidden rules in culture affect our lives, in such areas as public health, sustainability, product innovation and brand development.

A clear, compassionate, and much-needed book for our time. In an age obsessed with data and individual psychology, it reminds us that human behaviour is never just about the person - it's about the patterns, rituals, and unspoken rules of culture that make us who we are. With the eye of an anthropologist and the clarity of a storyteller, Oliver Sweet helps us see the water we all swim in - the invisible systems that shape our choices, our communities, and even our sense of self. This book doesn't just explain culture; it restores our ability to see it - to notice what we have stopped noticing. It's an elegant argument for why understanding people requires understanding the world they inhabit. I read it with gratitude and a sense of recognition: this is how deep seeing begins.