El País: Companies That Make Our Lives Easier

By Noelia Sastre, November 12, 2011

In an article in El País, Noelia Sastre highlights ReD Associates’ approach to innovation and strategy.  ReD Associates co-founder Mikkel B. Rasmussen says, “We see people in their daily lives.” The key to ReD’s success is the ability to tease out the difference between what people say they do and what they really do. “Mothers swear they give their children healthy food, but when you study it you realize that, for many reasons, it’s not as healthy as they think.” 

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