Over the last ten years, ReD has led a quiet revolution in thinking about business.
All of our work begins with an exploration of the customers’ world— using social science tools to understand how people experience their reality and, in turn, offering businesses a “reality check”
on what is meaningful to people.
Books by ReD Associates
What happens when number crunching fails to solve a company's problems? In Sensemaking, Christian Madsbjerg argues that many of today's biggest success stories stem not from "quant" thinking but from deep, nuanced engagement with the culture, language, and history of customers. In a time when liberal arts graduates fear for their prospects, Sensemaking is a welcome, transformative vision for success in the twenty-first century.
Moment of Clarity
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 that gives executives a better way to understand business challenges involving shifts in human behavior.
Relevant press pieces about ReD
Navigating In a Fog
In this brief talk, Mikkel Rasmussen demonstrates the power of reframing a business challenge through asking a new question: what business are we in? By heading down an alternate path – one that is unfamiliar and uncertain – and using the tools of the human sciences, businesses can find that moment of clarity and position themselves for long-term success.