About the Author

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Simon Roberts' twenty-year career as a business anthropologist has included founding the UK's first dedicated ethnographic research company, running an innovation lab at Intel and being ethnographer-in-residence at technology think tank, iSociety. His consulting experience centres on product, business and platform strategy, in consumer and business contexts. Simon's work has been covered by Bloomberg, The Financial Times, Wall Street Journal, BBC Radio 4 and Quartz. This is his first book. He lives with his wife and three children in East Sussex.