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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Don’t tell the true believers in silicon valley, but there’s an art as well as science to business.
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.
BBC Business spoke to Christian Madsbjerg, about affective computing as more consumer electronics propose to use such technology.