By Esben Schjørring, January 2016
The myth that education in the humanities is irrelevant and useless is dead. In a globalized world where consumer behavior and technology is changing rapidly, leaving businesses operating with a high degree of uncertainty, the methods and insights from the humanities are the keys to the future. As part of the ongoing debate on the relevance and future role of the humanities, ReD Associates co-founder Mikkel B. Rasmussen, originally trained as an economist, shares how a study on running for adidas shook him to the core and changed his perception of the humanities as being ‘uninteresting and hogwash.'
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Christian Madsbjerg gives examples of data's use and abuse in a recent conversation with Alastair Dryburgh.
ReD concludes a failure to account for these human (and economic) motivations encourages gaps of understanding regarding the best processes to use to combat the human phenomena.
When access to goods becomes so effortless, what drives customers to invest time and effort in ‘going shopping’?
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.
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."
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.
Don’t tell the true believers in silicon valley, but there’s an art as well as science to business.