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.”
Read the full article here:
Christian Madsbjerg discusses Sensemaking and Big Data in this segment of The Economist Radio.
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.
The best CEOs can read a novel and a spreadsheet, Madsbjerg writes, while his overarching message is that we should not forget that companies are made up of people and their customers are people, too.