The Rules That Make Us

Oliver Sweet is one of the world's leading business anthropologists. He works with brands like Coke, Ikea, Google and Dyson, as well as local councils and national governments, to reveal the secrets behind our decision making. Why do we do what we do? We might think it's our unique personality and individual differences that guide our choices, but more often than not, it's actually culture shaping our behaviour. From the ways we bring up children to the products we buy, the culture we live in creates who we are. In 'The Rules That Make Us', business anthropologist Oliver Sweet reveals the secrets to successful people-watching and how we can better understand consumers, voters and our relationships.