Beskrivning
Beskrivning
This is a hands-on guide on how to make decisions and solve complex problems by using social science tools. It employs the methods of social science to study human behavior. The well-oiled machinery of most businesses – based on rational analysis and management science – is designed for relatively stable market conditions. But what happens in times of turbulence and uncertainty, like today? What kinds of tools become appropriate? Christian Madjsberg and Mikkel Rasmussen, principals at ReD Associates, argue for the role of a new set of tools to understand the ”soft” factors that we see impacting the way people buy and consume ideas and products. These factors include cultural changes, new social behaviors, changes in the logic of markets, signs of irrational consumer behavior, new patterns in how people adopt and use technologies, new aesthetic ideals and changes in perception and language-the very things that can inadvertently trip up established companies. This book is dedicated to introducing these ”soft skills” of understanding people-and then explaining how to use this intelligence to move your business forward.You’ll learn how to look at people holistically in their environments – how they live, what they think and do all day, what their habits are, and how they understand the world. By using the tools to compile these observations, hidden patterns will emerge that will allow for the testing of theories against what’s happening in the marketplace. By developing those new insights, it’s up to companies to then figure out how to cut through the fog of business and proceed strategically. Drawn from the authors’ work with companies like Lego, Samsung, Adidas, Intel, IBM, and Coke. For brand fanatics and business leaders alike, this hands-on guide will help you make decisions and solve the complex problems facing you and your company today.
