The Rebel Alliance

Anna Caraveli

Anthropologist · Innovation Consultant · Author of The Demand Perspective

Dr. Anna Caraveli has spent her career applying anthropology to business, helping organizations understand what their customers actually need instead of what they say in a survey. She wrote about it first in her book, The Demand Perspective, years before "customer centricity" became a boardroom buzzword.

"I put together pieces of my life and study that were self evident, but others didn't see how they fit together."— Anna Caraveli

Anna was a groundbreaker in innovation and growth consulting in a male-dominated era, and she brought a fresh perspective to the craft, far ahead of her time. When we came across her work a few years ago, we knew she was a Jedi rebel in waiting, and to our great delight, she has joined our ride through the innovation galaxy.

Where the Value Network Game came from

Her framework became our game

When we built the Value Network Game, we needed a way to help teams map who actually creates value for whom, and why. Anna's demand-perspective thinking, the discipline of separating what people say from what people need, gave us the backbone for it.

She joined us for an early session and watched an AI coach built on her ideas walk a team through their own ecosystem in real time. Her reaction told us we were onto something.

Today, Coach Anna lives inside the game itself, bringing that same outside-in lens to every team that plays.

A team invoking Coach Anna during a live round of the Value Network Game

Coming back, Jedi-enhanced

The Demand Perspective returns

Anna's original book has been out of print for years. We're helping her bring it back as a new digital edition, built with the same AI-native tools we use in our games. Sign up below and we'll email you the moment the early-release copy is ready.