Abstract

“Question common sense” is easier said than done, and not as easy as it sounds. Try to do so while ill-prepared and you will find yourself trapped in outdated ideas of “common sense” without realizing it—the “common sense” of life, of men and women, of companies and jobs, of economies and cultures, of nations… As each undergoes dramatic change, we need superlative tools for breaking from convention.
Cultural anthropology provides just such tools, and this book is an encouraging toolbox providing the reader with a complete set. Rarely have I found a book so useful. Whether you are a businessperson, creator, or student, I recommend keeping this on hand rather than some poorly written how-to book.

Recommended (Kei Wakabayashi, former editor-in-chief, Wired Japan)
“Question common sense” is easier said than done, and not as easy as it sounds. Try to do so while ill-prepared and you will find yourself trapped in outdated ideas of “common sense” without realizing it—the “common sense” of life, of men and women, of companies and jobs, of economies and cultures, of nations… As each undergoes dramatic change, we need superlative tools for breaking from convention.
Cultural anthropology provides just such tools, and this book is an encouraging toolbox providing the reader with a complete set. Rarely have I found a book so useful. Whether you are a businessperson, creator, or student, I recommend keeping this on hand rather than some poorly written how-to book.

Author’s Information

---