The Moment Of Clarity
- Using The Human Sciences To Solve Your Toughest Business Problem
Businesses need a new type of problem solving. Why? Because they are getting people wrong.
Traditional problem-solving methods taught in business schools serve us well for some of the everyday challenges of business, but they tend to be ineffective with problems involving a high degree of uncertainty. Why? Because, more often than not, these tools are based on a flawed model of human behavior. And that flawed model is the invisible scaffolding that supports our surveys, our focus groups, our R&D, and much of our long-term strategic planning.
In The Moment of Clarity, Christian Madsbjerg and Mikkel Rasmussen examine the business world’s assumptions about human behavior and show how these assumptions can lead businesses off track. But the authors chart a way forward. Using theories and tools from the human sciences—anthropology, sociology, philosophy, and psychology—The Moment of Clarity introduces a practical framework called sensemaking. Sensemaking’s nonlinear problem-solving approach gives executives a better way to understand business challenges involving shifts in human behavior.
This new methodology, a fundamentally different way to think about strategy, is already taking off inFortune 100 companies around the world. Through compelling case studies and their direct experience with LEGO, Samsung, Adidas, Coloplast, and Intel, Madsbjerg and Rasmussen will show you how to solve problems as diverse as setting company direction, driving growth, improving sales models, understanding the real culture of your organization, and finding your way in new markets.
Over and over again, executives say the same thing after engaging in a process of sensemaking: “Now I see it . . .” This experience—the moment of clarity—has the potential to drive the entire strategic future of your company. Isn’t it time you and your firm started getting people right?
Selected press pieces about the book
In this profile of ReD Associates, the reporters from Handelsblatt use case studies of LEGO and Adidas to describe ReD's work and continuous growth.
In this extract from our book 'The Moment Of Clarity' it is described how Adidas managed to reinforce its relationship with consumers while delivering 10-fold profit.
In this podcast Charlotte Vangsgaard, partner at ReD Associates, explain how to study markets through systematic observation instead of linear and rational reasoning: “We try to work without a hypothesis.”
Speaking to Maria Bartiromo of Fox Business, ReD Associates co-founder Christian Madsbjerg, discusses how the human sciences have become the holy grail for many companies, including Samsung.
At its core, all business is about making bets on human behavior. Despite the fad big data might not be the most useful tool to do so because it miss the important context of customers’ everyday lives.
Fortune speaks with ReD’s Christian Madsbjerg about flawed business thinking, the arrogance of Silicon Valley, and why he prefers to hire anthropology majors at his consulting firm.
As business problems are becoming increasingly complex, companies have begun to turn to big data. But big data analytics do not paint a completely meaningful picture of why people act the way they do.
Christian Madsbjerg and Mikkel Rasmussen discuss their book The Moment of Clarity and how putting the human element back into business can help solve some of today’s biggest business problems.
Instead of focusing on products, the anthropologists and sociologists at ReD Associates are working to understand “worlds” — the contexts in which people live and create meaning in their everyday lives.
In this podcast for Data Informed, Christian Madsbjerg and Mikkel B. Rasmussen, co-founders of the ReD Associates consultancy, discuss how big data is an insufficient tool for understanding customers.
The Danish consultancy ReD Associates is able to uncover the underlying motivations behind customer behavior — even if the customers themselves are not able to articulate them.
In an article in The Economist, the decade-long relationship between Adidas and ReD Associates, an innovation consultancy based in the human sciences, is showcased.