Organizations are tenuous phenomena; they can fall apart at any time. To navigate the landscape of organizational culture interaction designers need a set of practical tools, language & knowledge drawn from the world of cultural anthropology.
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Research by anthropologists and sociologists has found that the introduction of an idea or innovation into a society creates two groups: utopians and idealists. The idealist has a conservative world view and is content with the status quo. The utopian on the other hand has a revolutionary world view and want to transform society with new ideas. Recent research has shown that this concept holds true for the introduction of new products and services.

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