The next wave of strategy - with Jigsaw’s Yasmin Green and Beth Goldberg

Going beyond users to build community-based strategy

As part of our ongoing series “The next wave of strategy”, ReD partner Millie Arora and associate partner Katy Osborn speak to Jigsaw’s CEO Yasmin Green and Head of R&D Beth Goldberg on how and why they are going beyond users to build community-based strategy. Jigsaw, an incubator inside Google, combines tracking emerging technologies and their wider impact on the world with developing new tools, frameworks and techniques, to solve the most pressing issues on the internet. In the conversation, they share how Jigsaw has evolved its approach to strategy to become more agile, collaborating with AI, and why studying communities, rather than just individuals, provides a sharper lens on culture.

Watch the video below.

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THE NEXT WAVE OF STRATEGY

At ReD, we have been developing a new perspective on strategy in collaboration with Roger Martin, one that extends beyond economic optimisation and user-centricity. Building on these two pillars, this new approach to strategy also incorporates understanding complex social dynamics in order to sharpen a company’s perspective on the culture or “world” they’re operating in, and in turn, unlock growth. In this video series, we hear from leaders on why this is the way forward.

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“Whether it’s technologically or geopolitically or culturally, so much is changing. And some of the longer term planning that we’ve been doing under the guise of strategy wasn’t fit for purpose for this world.”

“ To make this count for people, it needs to come less from ‘AI can’, and more from ‘people need’.”

“ The difference in what we’re trying to do is say, let’s move really quickly and be really agile and adaptive, but let’s do it in very close partnership.”

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