Christian Madsbjerg

Christian Madsbjerg and his partner Mikkel Rasmussen are the founders of ReD Associates, a pioneering marketing branding consultancy whose focus on the human perspective has transformed operations at Samsung, Lego, Adidas and more. Their unique approach serves as a counterweight to today’s obsession with Big Data: drawing on disciplines like anthropology and philosophy, they help you move past the numbers to see how your customers live and think. What do customers really want? What do they like? How does your product fit into their lives? These are the sort of questions Madsbjerg helps you answer — and they’ll transform your business.

Madsbjerg and Mikkel have distilled their approach into a compelling book called "The Moment of Clarity". Businesses, they argue, struggle to connect with their customers because they misunderstand them on some fundamental level. You can’t succeed unless you understand your customers specifically — and human nature more generally. And how do you manage that? By turning to the fields that specialize in values, desires, and behaviors — fields like anthropology, sociology, philosophy, and psychology. These human sciences allow you to regain a human perspective — and that perspective is the key to business success.

Madsbjerg founded ReD Associates in 2007, where he holds a specialist role as director of client relations. He writes, teaches, and speaks about the kinds of methods and reasoning needed for fact-based investigations of human activity, emotions, and decision-making processes. He is the author of books on social theory, discourse analysis, and politics.

Madsbjerg studied philosophy and political science in Copenhagen and London and has a Masters from the University of London. He lives in New York City.