The

Moment

Of

ClarityUSING THE HUMAN SCIENCES TO

SOLVE YOUR TOUGHEST BUSINESS

PROBLEMS

1

ALICIA D’MELLO

LAVITA LASRADO

NIKITA MHATRE

ANDREA VAZ

About the Author

Co – Founder’s of ReD Associates

Christian Madsbjerg Mikkel Rasmussen

2

About the Book

Examines the business world’s

assumptions about Human

Behavior

Uses theories & tools from Human

Sciences

• Anthropology

• Sociology

• Philosophy

• Psychology

It introduces a practical

framework called ‘Sensemaking’

3

IS YOGA A SPORT?

4

5

Sensemaking

1. Exploratory inquiry

2. Answers, why?

3. Research on what is to come

4. Problems with higher levels of uncertainty

5. Truth

6

How did LEGO come out

of the fog and solve its

own mystery?

7

LEGO

1. Frame the problem

2. Collect the data

3. Look for patterns

4. Create the key insights

5. Build the business impact

8

Intel: Future of the

Company is Experience

Future of the company

In 1998, PC’s were moving into homes

Genevive Bell

End users’ perspective

9

Samsung: Television as a

piece of furniture

Mid 2000’s, Samsung's TV division was in

fog

Help of social sciences & anthropology

By 2007, Samsung acquired 11.3% of TV

market

By 2012, market share was more than

28.5%

10

Getting Creative: Thinking

outside the box

11

Assumptions

Creativity is strange

Creativity is a process

Ideas come from out of the blue

Creativity is about radical change

Creativity is playful and fun

12

13

THANK YOU