By Anja Besser Schmul, January 5, 2007
Christian Madsbjerg from ReD Associates comments on the Danish tax authorities’ recent change of name and logo. He emphasizes the timing of the changes, which he considers to be well planned, since the organization is about to undergo a very broad and extensive process of reorganization.
He emphasizes that “the Danish tax authorities are currently in the midst of an enormous restructuring where employees are being moved around the country and divisions are being merged. If they need a new logo, now is the time—and their previous logo was indeed among the least graceful in the public sector.”
The old logo, which had a triangular shape, signaled “Caution” like the road signs of the same shape. That is not a desirable signal for a tax authority to send, Madsbjerg explains. Furthermore, he argues, 13 million DKK for the redesign is not the outrageous sum it has been made out to be, because a lot of that money has gone towards implementing the new name and logo.
The full interview isn't available online.
Madsbjerg argues that unless companies take pains to understand the human beings represented in their data sets, they risk losing touch with the markets they’re serving.
ReD has led a “quiet revolution” in business theory by focusing on immersion in the day-to-day world of the customer rather than taking a distant, data-driven approach. The firm places phenomenology – the science of how people experience the world – at the centre of its method.
Christian Madsbjerg speaks to Manuela Saragos about why human intelligence is still a vital component in analysing all our data.
Demetri Kofinas speaks with Christian Madsbjerg about the history of western philosophy, artificial intelligence, and how the humanities can help businesses solve their hardest problems.
"We need people who can develop medicine, and we need the people who can figure out how to get people to take their medicine. We need both” - Madsbjerg on NPR's The Takeaway.
Data is important, but with Madsbjerg’s approach to sensemaking, we have a better chance of putting it in the proper context and using it to enrich our lives and our understanding.
When you rely on algorithms for everything from your commute to work to your lunch order, Sensemaking suggests, you aren’t just altering the way you do things. You are changing the very filter through which you view reality.
In his article "The Right Bedside Novel Could Do Wonders For Your Career," George Anders discusses Christian Madsbjerg's new book "Sensemaking."
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.