The concept of the "kitchen of the future" has been a buzzword for decades, with General Motors and Ikea attempting to reimagine cooking as a futuristic experience. However, anthropologists argue that this approach misses the complexity and nuance of human behavior in the kitchen. The act of cooking is influenced by cultural, social, and personal factors, and technology that attempts to simplify or automate it can be misguided. In contrast, anthropology offers a holistic approach that examines how everything is interrelated, allowing for a deeper understanding of customer needs and behaviors. By practicing empathy, listening, and observing customers in their natural environments, businesses can create more effective products and services that meet their needs. Additionally, anthropologists use "grounded theory" to form theories grounded in data, rather than relying on assumptions or preconceived notions. By incorporating these principles into their work, businesses can gain a deeper understanding of their customers and develop more effective solutions.