How culture is messy, and why that is good

06 Jun 2017 | Research & Business Knowledge

Understand how cultural factors shape the behaviour of employees, customers or service users.

Dr. John Curran is a leading global business anthropologist and executive trainer and facilitator.  He was recently asked to give a TEDx talk about his work in understanding how culture shapes the way consumers think and act and how this ultimately affects brands, how they perform and how they interact with their customers.

"We are making a big mistake by simplifying how culture works. It shapes how we live our lives, the values we hold, the relationships we form and the decisions we make. Culture is also complex, it’s messy, it’s unpredictable, it’s irrational. In order to innovate new creative possibilities, we need to embrace the complexity of culture."

Watch John's talk here.  This talk was given at a TEDx event using the TED conference format but independently organized by a local community.