Andrea “Andi” Simon, PhD, didn’t enter the boardroom with an MBA playbook. She walked in with a background in anthropology and a mind trained to observe culture, not just numbers. Her unconventional approach, particularly during a pivotal moment leading a struggling bank through a make-or-break transformation, is a story that will intrigue you.
Rather than rushing to fix the balance sheet, she watched, listened, studied behaviors and asked unexpected questions. Beneath the financial trouble, Andi saw a deeper issue: cultural disconnection, fear-based decision-making, and power structures that weren’t reflected on any organizational chart. By applying anthropological methods, similar to fieldwork in a corporate setting, she diagnosed what truly needed to change. The results were measurable and lasting, providing a sense of reassurance to the audience.
Anthropology as Business Strategy
Andi would go on to found Simon Associates Management Consultants (SAMC), a firm built on the belief that real business improvement begins with seeing things differently. At the heart of her philosophy is this: companies don’t only need new strategies, they also benefit from new perspectives.
Using tools from her anthropological toolkit, Andi helps clients understand cultural dynamics, uncover hidden assumptions, and realign vision with action. Her work, featured in outlets like Forbes and Inc.com, connects academic insights to practical outcomes. It’s not about buzzwords. It’s about helping organizations understand themselves clearly so that they can move forward with intention.
Redefining Leadership, Especially for Women
Andi’s approach also challenges conventional ideas about leadership. For her, empathy, storytelling, and observation aren’t optional skills; they are essential. She advocates especially for women leaders, encouraging them to lean into these strengths rather than conform to outdated molds.
In her workshops and writing, Andi speaks often about the cultural narratives that have shaped leadership expectations. She helps women leaders reshape those narratives by embracing curiosity over certainty, exploration over rigid plans, and values over templates. The result is a more human, flexible, and effective leadership model.
A New Kind of Entrepreneurialism
Leaving behind traditional corporate roles wasn’t an escape for Andi. It was a shift in direction. Starting her own firm demanded unlearning as much as learning. She had to let go of ingrained assumptions and create a new space where anthropology and business could work side by side.
Now, as the CEO of SAMC, Andi mentors others, especially women, on what it takes to lead with authenticity. Her guidance is less about following rules and more about giving people permission to be curious, question the norm, and believe that meaningful change begins with understanding.
Culture as the Competitive Edge
In modern workplaces, where identity, purpose, and engagement carry greater weight than ever before, Andi’s insights offer a much-needed approach. Her clients come to her with challenges that range from post-pandemic disengagement to DEI initiatives that feel stuck. Her answer is to begin with culture.
By applying anthropological thinking, Andi helps organizations reconnect with their purpose. Through that process, they often rediscover their voice. Change, she believes, doesn’t have to be daunting. It can mark the start of something deeply meaningful. To learn more about Andrea “Andi” Simon, PhD, visit Simon Associates Management Consultants, AndiSimon.com, or connect with her on LinkedIn.
