Radical Human Centricity : Anthem Press : 9781839985713 : 1839985712 : 09 Aug 2022 : The book Radical Human Centricity sits between two worlds: business and anthropology. It is a critique and reassessment of commercial innovation research from an anthropological perspective born out of years of experience in innovation research consulting and anthropological scholarship. It demonstrates the many failures of contemporary commercial research, from market research to research approaches in design thinking and human-centered design. After identifying the key problems, it provides a set of solutions to elevate commercial research and allow practitioners to fulfill the empty promises of design thinking and human-centered design. The book ends with a clear articulation of how to fix what is broken and actually be human-centric, just now from within the radical human-centric approach. This book is written for two audiences. The first is a business reader involved in innovation and strategy. I