the moment of clarity
TRANSCRIPT
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The
Moment
Of
ClarityUSING THE HUMAN SCIENCES TO
SOLVE YOUR TOUGHEST BUSINESS
PROBLEMS
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ALICIA D’MELLO
LAVITA LASRADO
NIKITA MHATRE
ANDREA VAZ
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About the Author
Co – Founder’s of ReD Associates
Christian Madsbjerg Mikkel Rasmussen
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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’
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IS YOGA A SPORT?
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Sensemaking
1. Exploratory inquiry
2. Answers, why?
3. Research on what is to come
4. Problems with higher levels of uncertainty
5. Truth
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How did LEGO come out
of the fog and solve its
own mystery?
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LEGO
1. Frame the problem
2. Collect the data
3. Look for patterns
4. Create the key insights
5. Build the business impact
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Intel: Future of the
Company is Experience
Future of the company
In 1998, PC’s were moving into homes
Genevive Bell
End users’ perspective
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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%
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Getting Creative: Thinking
outside the box
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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
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THANK YOU