Understanding Company Dynamics through Ethnography

The core method involves analyzing conversations within organizations to observe how certain dynamics like efficiency and optimization play out. The speaker challenges the prevailing rhetoric in companies. The discussion explores how the company Middle Tech was chosen for study and how relationships within companies are established. The comparison is drawn between Middle Tech and larger corporations like Microsoft and IBM, emphasizing the culture of 'good enough' that exists. The concept of a 'door opener' in ethnography is mentioned as a way to gain access and study a particular company or world.