BUSINESS STRATEGY :
Obituaries & old fashioneds: the case for fearless research
- It’s easy to default and focus on what matters to the business. It’s braver — and smarter — to put humans at the heart of everything we do. Let’s begin with our humans and their story.
- Our connection with humanity is broken. We want to quantify and categorize people, we try to create algorithms to predict unpredictable human lives which are cozier, messier, real and quite imperfect. How, and why then, do we default to traditional qualitative methods?
- It’s scary but brave and maybe even a little provocative and uncomfortable, but let’s reconnect with humanity thru the 10 rules of fearless human-centric research