epic2015 keynote
TRANSCRIPT
3 truths and 1 lieReflections after many years of doing ethnographic
research
EPIC ConferenceSao Paulo, October 2015
@luisarnal@INSITUM
TRUTH # 1
Ethnography helps make a better world
Not all business problems require ethnographic research, but all those who use ethnography help make a
better world.
TRUTH # 2
Ethnography makes you live longer.
What happens if you don’t walk for 4 months?
me
me
family
them
me
subject
TRUTH # 3
We taste life more intensely
1. Supernatural observation ability
2. Weakened judgement
THE LIE
Make moneyAcquire new businessesEnvision future services
Inform decision making and innovationMake a company more user-centered
Really?
I this job!
“If you follow your bliss, you put yourself on a kind of track that has been there all
the while, waiting for you, and the life that you ought to be living is the one you are
living”Joseph Campbell
Keep lying so we can keep doing what we love for only doing this will make a better
world, will allow you to taste life more fully and will make you live longer
