BY CHRISTIAN MADSBJERG & MIKKEL B. RASMUSSEN

The two founders of ReD Associates, Christian Madsbjerg and Mikkel Rasmussen, discuss their new book The Moment of Clarity on the Smart People podcast. The book describes how putting the human element back into business can help solve some of today’s biggest business problems. 

ReD makes sense of the culture outside a company in five phases:

1. Ask the right questions.

2. Study consumers in their natural environment.

3. Do pattern recognition and analysis.

4. Gain insight: What to do with the information collected?

5. Make sure that the company can understand the recommendations and be ready to act on them.

Listen to the full Smart People Podcast talk here.