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 uncertainty? What kinds of tools become appropriate? This is a hands-on guide on how to make decisions and solve complex problems by using social science tools.
"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 influence how people buy and consume ideas and products. Drawn from the authors' work with companies like Lego, Samsung, Adidas, Intel, IBM, and Coke, the book will teach you how to understand 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. For brand fanatics and business leaders alike. "--
