ETHONOMICSReal businesses solving real human problems.

When “I Don’t Know” Is A Good Answer

A couple of years ago I was unexpectedly tapped on the shoulder by a large international company to lead their efforts to launch a new challenger brand into the Australian market. It was an intriguing opportunity and after careful consideration…

7 Discipline-Mastering Practices

A craftsman masters his trade by repeated practice, with care and continual learning, with devotion to the purpose.

It takes the same kinds of things to master the craft of discipline:

- Repeated practice
- Single-minded devotion to the purpose…



Lightball Designed To Save Lives

Firefighters have one of the most dangerous jobs in the world, risking their lives to save people and extinguish the spread of fires. The Lightball, designed for use by firefighters, could help during house fires or tight, low visibility spaces.…

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The Things That Don’t Scale

The Holy Grail for most business people and entrepreneurs is to create a massively scalable enterprise that changes markets and people’s lives while making a ton of money. That’s a great end game and some businesses actually achieve it.…