by SHELLY HABECKER, Swiss Re "How do I make ethnography relevant to my company?" This was the question that I took to Tracey Lovejoy (co-founder of EPIC, former Senior Manager at Microsoft, and founder of Lovejoy Consulting); Christian Madsbjerg (founder of ReD Associates and best-selling author of two books on applying social sciences to business); and Alexandra Mack (Alchymyx; formerly Senior Fellow at Pitney Bowes & EPIC Board Secretary). All three are leading lights in the Ethnographic Praxis in Industry Community who have invested their careers in a belief that observing and listening to human beings matters for better business. A little over a year ago, after two decades of working on African migration issues in governmental and academic environments, I started a job at a large insurance company. I was attracted by the potential to use my training as an anthropologist to create better financial safety nets for people through the insurance industry. My managers were not looking for an anthropologist per se, but they let...