In today’s dynamic and complex business world, traditional leadership styles are increasingly being challenged. The most successful CEOs are not just strategic thinkers or financial wizards—they are observers, questioners, and interpreters of human behavior. They think like anthropologists, immersing themselves in the cultural, social, and psychological layers of their organizations and markets. This approach allows them to understand their teams, customers, and stakeholders on a deeper level, ultimately driving innovation, resilience, and growth.
Understanding Anthropology in Business
Anthropology is the study of humans—our cultures, behaviors, and social structures. It emphasizes observation, context, and empathy, all of which are invaluable in business leadership. Thinking like an anthropologist requires CEOs to:
- Observe without bias: Pay attention to behaviors, rituals, and patterns within an organization or market.
- Understand context: Recognize how history, environment, and culture shape decisions and behaviors.
- Ask deeper questions: Look beyond surface-level data to explore motivations and relationships.
Let’s explore how this mindset can transform a CEO’s approach to leadership.
1. Seeing the Organization as a Living Culture
Anthropologists view communities as dynamic systems with distinct cultures. Similarly, a CEO who embraces this perspective sees their organization as more than just a collection of departments or employees. Every company has its rituals, unwritten rules, and shared values that influence behavior and decision-making.
For example, the CEO of a growing startup may notice that employees are hesitant to challenge leadership during meetings. By observing this dynamic, they can identify underlying cultural factors—such as a fear of repercussions or a hierarchical mindset—and address them by fostering a culture of psychological safety.
Leaders who understand their company’s culture can make informed decisions about how to align it with organizational goals. They become architects of culture, shaping it to foster collaboration, innovation, and purpose.
2. Empathy: The Foundation of Leadership
One of anthropology’s key strengths is empathy—stepping into someone else’s shoes to understand their perspective. Exceptional CEOs use this skill to connect with employees, customers, and stakeholders.
Take Satya Nadella, the CEO of Microsoft, as an example. When he took over in 2014, Microsoft was perceived as rigid and competitive, with a declining reputation. Nadella focused on cultivating empathy within the organization, encouraging a growth mindset and collaboration. His empathetic leadership style reinvigorated Microsoft’s culture and positioned the company as a leader in cloud computing and innovation.
Empathy also helps CEOs understand customer pain points. Instead of relying solely on surveys or focus groups, they might spend time shadowing customers or immersing themselves in their experiences. This hands-on approach reveals insights that traditional methods often overlook.
3. Asking “Why” to Uncover Deeper Insights
Anthropologists are known for their relentless curiosity. They ask probing questions like “Why does this happen?” or “What does this mean in context?” CEOs who adopt this mindset move beyond superficial data to uncover the root causes of challenges.
For instance, a decline in employee productivity might initially seem like a performance issue. However, by asking deeper questions, a CEO might discover that employees are overwhelmed by ineffective processes or unclear priorities. Addressing these systemic issues, rather than treating symptoms, leads to sustainable improvements.
Amazon’s Jeff Bezos famously emphasized this approach with his “five whys” method, encouraging teams to dig deeper into problems to identify their true causes. This anthropological curiosity drives innovation and continuous improvement.
4. Navigating Complexity with Contextual Thinking
Anthropologists excel at making sense of complexity by considering context. They recognize that no decision or behavior exists in isolation; it is shaped by a web of relationships, histories, and influences. Similarly, CEOs who think contextually can navigate the intricate dynamics of global markets and diverse workforces.
For example, when expanding into a new market, a CEO with an anthropological mindset doesn’t just look at financial projections or market size. They also examine cultural norms, consumer behaviors, and local values. This holistic understanding helps them tailor their strategies to resonate with the local audience.
Howard Schultz, former CEO of Starbucks, applied this principle when expanding the brand internationally. By respecting local cultures and adapting stores to fit regional preferences, Starbucks successfully became a global icon without losing its core identity.
5. Building Resilient and Inclusive Organizations
Anthropology teaches that diversity strengthens communities. Similarly, CEOs who value diversity and inclusion create resilient organizations capable of adapting to change.
When leaders embrace diverse perspectives, they uncover blind spots and spark creativity. They also build workplaces where employees feel valued and empowered to contribute fully. CEOs who think like anthropologists actively listen to different voices, creating environments where collaboration thrives.
Research supports this approach: diverse teams are more innovative and better equipped to solve complex problems. By fostering inclusivity, CEOs not only drive better business outcomes but also contribute to a positive social impact.
6. Balancing Data with Human Insight
In an age dominated by big data, it’s easy for leaders to rely solely on numbers to guide decisions. However, anthropological thinking reminds CEOs that data is only part of the story. To truly understand trends, they must interpret the human behaviors and emotions behind the data.
Consider customer reviews. A purely data-driven CEO might focus on average ratings or trends. In contrast, an anthropological thinker will dive into individual stories, understanding the emotions and experiences behind those reviews. This deeper insight allows for more nuanced and effective responses.
By combining data with qualitative research, CEOs gain a fuller picture of their business environment, enabling smarter and more empathetic decisions.
7. Fostering a Learning Mindset
Anthropologists approach every new culture or environment as learners, not experts. Similarly, the best CEOs embrace a growth mindset, recognizing that they don’t have all the answers. They actively seek feedback, learn from mistakes, and adapt to changing circumstances.
This mindset fosters humility and openness, which are critical for navigating uncertainty. It also sets an example for employees, encouraging them to experiment and innovate without fear of failure.
A learning mindset was key to Netflix’s transformation under Reed Hastings. By staying curious and adaptable, Hastings led Netflix through several reinventions—from DVD rentals to streaming and original content—while staying ahead of competitors.
Applying Anthropological Thinking in Leadership
To think like an anthropologist, CEOs can adopt practical strategies such as:
- Observe and listen: Spend time on the ground, whether it’s walking the factory floor or engaging with customers directly.
- Ask open-ended questions: Encourage conversations that uncover insights beyond surface-level data.
- Seek diverse perspectives: Surround yourself with people from different backgrounds and disciplines.
- Embrace storytelling: Use narratives to connect with employees, customers, and stakeholders on an emotional level.
- Adapt continuously: Stay curious and open to change, viewing challenges as opportunities to learn and grow.
Conclusion: Leading with Humanity
In a world where technology and globalization are rapidly reshaping business, the CEOs who thrive are those who think like anthropologists. By understanding culture, fostering empathy, and navigating complexity, they lead with humanity and insight. This approach not only drives organizational success but also creates meaningful connections and lasting impact.
So, whether you’re leading a multinational corporation or a small startup, consider stepping into the shoes of an anthropologist. Observe, question, and adapt—and watch your leadership transform.
