In June 2014, I left my tenure-track position in anthropology to maintain my passion for applied anthropology and to harness my knowledge to serve the public. Academia had provided benefits and promotion to associate professor, allowing me to enhance my scholarship. Even so, I still felt unfulfilled and wanted to use my skills to interact with the “real world.” I started over with temporary jobs, teaching online, and volunteering for community and heritage organizations in my hometown of West Palm Beach, FL.

I offered my assistance to local heritage groups by consulting on preservation methods for archival collections, museum fundraising, promoting their organizations through marketing efforts, and developing signage for historical sites. I searched online for adjunct anthropology positions and returned to the former temporary agency that had employed me and matched jobs to my skills. Though difficult, this opportunity led me to establish my own business. Starting a business, comes with its own set of responsibilities, including obtaining an Employer Identification Number (EIN), securing a domain name, creating a website, managing finances, marketing, and handling business taxes.

My decision to start a business came about when the City of West Palm Beach Community Redevelopment Agency (CRA) director approached me when volunteering with a local heritage organization. The CRA, which has become a significant nine-year client, collaborates with residents, property owners, businesses, developers, and community groups to promote local redevelopment efforts. He said, “I’m not sure what you do, but we need someone like you on our team.” After discussing one of their projects utilizing anthropology for neighborhood development, we talked about my work and compensation. I devised a name, designed a logo, set my consulting fee, and prepared a proposal for my services.

How do I run an anthropology consultancy? As the owner, I have learned valuable lessons, particularly about different institutional cultures. I work with a range of clients, including city governments, school systems, community organizations, and heritage preservation organizations. People in these institutions may not be familiar with anthropology, so creativity is key. I describe my work as “understanding culture,” and “providing solutions.”  I share my work on social media and my webpage, using imagery to highlight my projects. Instead of academic published works, I can measure success by my client numbers and their longevity with me.

I offer cultural research and education, community engagement and outreach, historic preservation and museum consulting, as well as workshops, training, and public speaking. Currently, I work with three clients. I provide cultural workshops for the staff of the Children’s Services Council of Palm Beach County. I also teach anthropology in the Intercultural Studies department and consult for the Palm Beach Atlantic University’s Community Transformation Center.

For the CRA, I gather input from residents, business owners, and community members through ethnographic research related to the redevelopment of a historic jazz lounge and other project sites in the surrounding area. I evaluate the potential impacts of development on neighborhoods and recommend practical advantageous strategies by informing residents and business owners about ongoing projects and seeking their feedback. In the Historic Northwest District neighborhood, 90 percent of the properties are rentals, raising apprehensions about possible gentrification. Primary concerns of residents and business owners center on affordable housing, street lighting, safety, and sanitation. Based on my recommendations, the CRA has adopted a new approach that prioritizes neighborhood needs. This initiative involves collaboration between police and sanitation representatives to address local issues and update information about ongoing development projects.

In community settings, the choice to use titles can affect relationship-building. I use the title “Dr. Winn,” to enhance my credibility or build trust, as the title “Dr.” has meaning in this context. Many residents and business owners, especially elders, value academic achievement and often address me formally in public settings. When I first started working, I cautiously introduced myself and approached the community with respect. Eventually, my efforts and connections helped me to build relationships while promoting my skills and services as an anthropologist.

Here are a few tips for running an anthropology-focused business:

Business Management:

• Learn the basics of running a business, handling taxes, finances, and daily operations.
• Focus on marketing your anthropological skills and communicating with diverse stakeholders that may include city officials, developers, engineers, and community leaders who might not understand anthropology.
• Give examples from your past projects to showcase your impact.
• Treat your anthropological practice like a business by organizing your work and promoting yourself through social media, networking, and websites.

Institutional Approach:

• Consider the culture and structure of each institution where you may work.
• Adapt your communication style to fit different settings.

Professional Networking and Continuous Learning:

• Stay connected with the anthropology community by joining professional organizations and attending conferences—important for obtaining support and resources.
• Keep up to date with the latest anthropological research and methodologies, helping in your ongoing skill development for translating academic knowledge into practical applications.

Owning an anthropology business offers the freedom to operate across institutions, allowing you to shape the field and manage your work in a way that fits with your clients and suits you best.

The post How can we package applied anthropology and promote it to broader audiences? appeared first on The Anthropology Career Readiness Network.