by Christian Madsbjerg (Get the Book)The authors describe the experience as a fog, a time when the business and its executives know something's wrong but can't quite define it. Consultants Madsbjerg and Rasmussen are proponents of sensemaking, a nonlinear process derived from the human sciences (like anthropology and ethnography) in which judgment and intuition help drive answers. Their statements of assumptions will have every head nodding: among others, that people are rational and fully informed, that tomorrow will look like today, and that hypotheses are objective and unbiased. Yet what they do is so innately smart and practical that it's a real surprise more corporations haven't adopted it. Look at LEGO, one of their four detailed case histories. In the early 2000s, sales slipping, the company turned to a new CEO and new thinking about the role of play in kids' lives. Adidas, too, turned to sensemaking, realizing that its core appeal was no longer to athletes or wannabes but rather as an inclusive brand inviting all of us to join a movement of living a healthier and better life. Strong, seductive arguments that hopefully will sway the logic and process makers among us. --Booklist
