About ReD


Over the last ten years, ReD has led a quiet revolution in thinking about business.
All of our work begins with an exploration of the customers’ world— using social science tools to understand how people experience their reality and, in turn, offering businesses a “reality check”
on what is meaningful to people.


Who We Are

ReD is a strategy consulting company based on the human sciences. Companies tend to come to us when the old models aren’t working and the future is uncertain

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What we do

We always emphasize long-term problem solving over quick fixes. In many cases our work has led to sharp turns in strategy. We enjoy working with clients who are ready to embrace bold ideas and are looking for a radically new way of thinking.

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ReD is a partnership with 14 partners - five in New York, eight in Copenhagen and one in London - and a COO to run the daily operations of our company.

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Books by ReD Associates


What happens when number crunching fails to solve a company's problems? In Sensemaking, Christian Madsbjerg argues that many of today's biggest success stories stem not from "quant" thinking but from deep, nuanced engagement with the culture, language, and history of customers. In a time when liberal arts graduates fear for their prospects, Sensemaking is a welcome, transformative vision for success in the twenty-first century.

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Moment of Clarity

In The Moment of Clarity, Christian Madsbjerg and Mikkel Rasmussen examine the business world’s assumptions about human behavior and show how these assumptions can lead businesses off track. But the authors chart a way forward. Using theories and tools from the human sciences—anthropology, sociology, philosophy, and psychology—The Moment of Clarity introduces a practical framework that gives executives a better way to understand business challenges involving shifts in human behavior.

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Relevant press pieces about ReD

Navigating in a fog In this brief talk, Mikkel Rasmussen demonstrates the power of reframing a business challenge through asking a new question: what business are we in? By heading down an alternate path – one that is unfamiliar and uncertain – and using the tools of the human sciences, businesses can find that moment of clarity and position themselves for long-term success.