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Snorkeling is not enough!

The main reason consultancy firms established is to provide advice and directions in all business fields in order to improve clients’ businesses; the need for consultancy increases after disruptions occurs in specific industry, geography, function or general world conditions such as the recent COVID-19 pandemic challenges that hit almost all sectors, and geographies.

This importance of consulting has grown as a result of the changes of international openness and its repercussions on the global economy, which has become the main engine in the progress of nations’ growth.

Consulting firms addresses functional areas of improvements in strategy, finance, information technology, management, marketing, organizational structuring etc. but addressing only functions is like snorkeling, those firms are just scratching the surfaces. To understand more and to know more to give the right advices and guidance needs to deep dive into people, communities and the culture.

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Consulting firms operate with private, and public sectors as well as NGOs, to take coordinated actions to make a real impact on the organization results, and this requires plotting new strategies or tactics to do business and find new ways out of the issue the organization is facing. In simple words it re-aligns the company’ path in the midst of the complex economy.

Consultants and subject matter experts always try to spot the correlation between the economy and its implied changes on the communities’ system; and this is why high ranked consultancy firms rely on scientific researchers to know more about the communities’ culture and consumer behavior taking a deeper dive into the situation they are trying to solve to get perfect results out for every situation.

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The relation between anthropology and consultancy

Anthropology is characterized by: The ability to read and study the cultural context and identify the communities’ structure by which its behaviors can be determined by providing research and proposal of the projects that suit each society and its products, as well as identifying labor skills and workforce that can help consultants to determine their strategies and achieve their aim.

According to George Dalton, he defined economic anthropology as “The science that studies the nature and attributes of social relationships and the human interactions that result and depend on the production and distribution processes”, i.e., it is the science that links behaviors and tools (economy and its activities).

The relation between anthropology and consultancy

The ethnographic studies gave an example for a case: “A Lebanese businessman opened a branch factory in Juba, Sudan, for marble production with high specifications, equipment, and machinery which cost a huge capital. But after a while, he collided with financial losses which forced him to transfer the employees, and professionals from Lebanon to Juba with high packages to set new strategies and tactics as a solution to the factory’s operation losses”.

The real issue was in the missing information and studies about the Juba’s environment that showed that the local groups work in a traditional economic model, and their experience in marble industry is nearly non-existent. For that, the anthropologists work as consultants by using their methods to analyze the societies and local groups for observation; Ideologies, habits, workforce, and their views on modernity such as:

  • The Touristic projects Investment (hotels, restaurants, entertainment centers, fashion houses)
  • The establishment of factories: The suitability of the location and ecological environment. (Agricultural production factories).


The applied anthropologists studying a society’s culture inspires consulting firms to discuss new ways and projects to offer alternatives to their clients who are “putting the management of financial resources in a cultural context”.


Therefore, anthropologists emphasize their role being interested to cultures, and behaviors which are of high contribution to the consultant job understanding the situation and thus offering the right solution. This makes the role of consulting firms more in touch with the people and its behavioristic response.  


Consumer behavior and cultural variance are  key for the success of any attempt to do business, without understand your targeted clients and the way to talk to them and influence their perception about your product or services; it will be as if you are only making snorkeling on the surface of the see. And this is not enough.  

In Pinnacle we use the science of Anthropology and experienced professionals to tackle and excel in businesses in different geographies around the world, and deep dive within each sector to help our clients reach the top of their potential, which is the main slogan of Pinnacle.

Pinnacle® is a multi-country consultancy firm. Our consultants are spread around the world; with 70% of our consultants are women. We have built our organization on modern business model with agility, diversity, and resilience to the business dynamics. We have chosen our technology platform to support our modern mindset thus we work from anywhere …. As work is not a place anymore. We implement Lean Six Sigma in everything we do whether internally or externally at our client sites. 

This article is written by:
Reem Berro
Dr. Reem Berro
Pinnacle, Personal Image Consultant
Pinnacle Ltd.

Pinnacle Ltd. is a multi-countries modern consultancy firm, with offices around 11 countries in 4 continents, and 28 consultants working remotely and virtually managed.

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