In my first decade in industry, I increasingly found myself working on strategy projects which, while suffused with cultural insights and analysis, had me slowly gravitating away from ethnographic research. But in the later 2010s I had the opportunity to get back into more fieldwork projects. In one such project, a yearlong study of Latino voters in Texas in 2020, I sifted through hundreds of hours of interview data; it reminded me of the power of ethnographic methods. I have since dedicated more effort to thinking about the fundamental aspects of ethnographic methods and their implications in the business world. That [...]