\\This business anthropologist reveals how cultural intelligence is the essential tool for understanding human behavior.
“Rich with inspiring case studies, this book provides a stimulating examination of the hidden influences that guide people's actions.” - \Publishers Weekly magazine.\\*Why do people do what we do? To answer this question, many of us turn to psychology. But understanding how we think is not enough; we also have to realize the impact of where and how we live. From the ways we raise our children and receive guests, to the products we buy and how we spend our free time, our culture shapes our identity.Pioneering anthropologist Oliver Sweet has spent decades using cultural insights to help companies, governments, and NGOs achieve their goals, whether it's through his work with the Gates Foundation to encourage men in South Africa to get tested for HIV, or helping a pet food company enter a new market in Brazil. Now, in The Rules That Shape Us, Sweet shows us how to boost our cultural intelligence. Based on research conducted in fiveIn thirty countries, the author maps the hidden rules of culture: how they govern our behavior and shape our assumptions, how technology refines them, and even how they can help us predict the future. This book is an indispensable guide to a new and essential understanding of our families and colleagues, our clients and audiences, ourselves and our world.
