ReD Associates X Alastair Phillip Wiper: Behind The Scenes - Vol.I, adidas

“When we explore the physicality of our clients’worlds, we can bring their history and their real world issues to life: How do you produce sneakers at a competitive price point? What’s the best way to create high quality fabrics? How is the soul of a company present for its employees? These photos reveal the nuance and beauty that is hidden inside the ‘assets’ number on a balance sheet.” 

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Latest op-ed:

Latest book:

While banks continue to spend millions on innovating and improving their technological capabilities in hopes of beating the competition, they should not lose sight of the human factor, writes Christian Madsbjerg in his latest op-ed.

"... models based on past behaviour aren’t able to show shifts before it is too late, a trip to Southampton or Leeds might reveal some priceless information - if you know what you are looking for."

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LinkedIn Weekend Essay

Silicon Valley Needs To Get Schooled

What Silicon Valley is missing is an understanding of people—what is meaningful to them, the way they live their day to day lives, what would make a difference for them on an ordinary Tuesday in Phoenix or Shanghai. There is a dearth of deep, nuanced cultural knowledge in tech. Luckily, there is an app for that: reading.

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Wall Street Journal

Soft Skills and Hard Problems

There's a cultural bias in business, tech and otherwise, against any information that can't be quantified—that is "soft," subjective, fuzzy. [...] But it is where good ideas come from—and while the data it relies on may not be reducible to numbers, there is actually nothing "fuzzy" about it. 

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Harvard Business Review

An Anthropologist walks into a bar

An emerging method is dramatically shaping how businesses can apply the human sciences. This new approach is finding its way into the labs of technology companies such as Intel, IBM, and Samsung; the marketing departments of large consumer-product companies such as Adidas, Lego, and Procter & Gamble; global health care companies such as Novo Nordisk and Pfizer; and the thinking and writing of business leaders and new breeds of consultancy that, like our own, merge hard and soft sciences.

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